With the All-Star Weekend taking place in the Bay Area, Stephen Curry has become the event’s unofficial host. Therefore, it was appropriate that as he navigated his way through the events and festivities, Ayesha Curry would be with him hand-in-hand throughout all of it. From speaking to students of East Oakland Pride Elementary School as part of the NBA basketball league’s Day of Service to participating in Q&A sessions at Club 30, the couple are doing their part in representing San Francisco as the All-Star returned to the city after a quarter century. But, that’s not all! Quite strategically, Ayesha also utilized the growing attention to highlight her product launch in the process!

The same was highlighted on California blogger Justinna Vannessa’s official Instagram page. It featured Ayesha Curry using a unique and wholesome approach to promoting her new skincare line. Her brand, Sweet July, was using a coffee truck to feature the product line on its exterior. Outside of it, samples were placed of the Coffee Fix Peptide Eye Cream, the brand’s newest product. Later, Ayesha herself came up to the truck to serve coffee to the people around it. The drink contained an affogato and a cracker with ‘Sweet July Skin’ imprinted on it. Ayesha’s unique promotion would be convincing enough for anyone to see what the eye cream offers!

Ayesha Curry prioritizes skincare. She was inspired to take better care of herself by her mother and grandfather, as she once revealed “Growing up, I just remember them always having these little old wives tales about their skincare like, ‘Rub this tomato on your face, like it’ll be good for you,’ or ‘Take this aloe vera and put it on after the sun’”.

The entrepreneur even captured the attention of the NBA fanbase after putting tutorials on her skincare routine one of which also featured Stephen Curry! Ayesha eventually created a business model out of her interest in skincare through her Sweet July brand. Her work with skincare, coupled with her natural beauty, made Ayesha the first individual to appear on the cover of Haute Beauty. For those who are unfamiliar with it, Haute Beauty is a section of the luxury lifestyle publication, Haute Living.

Stephen Curry found the All-Star Weekend as a unique opportunity to promote the Bay Area. In a statement, he revealed “To shine a light on the entire Bay and celebrate all of what basketball has done, not only here in the States but internationally … it’s kind of like a full-circle, reflective moment. I’m just trying to take it all in.” The Warriors star found an opening to make use of. Meanwhile, Ayesha used another opening to promote her brand. The wholesome marketing technique was certainly needed during this period. Especially since the entrepreneur had to bid adieu to her main boutique only a few days ago.

Ayesha Curry’s ‘Sweet July’ shut down its Oakland store after unspecified ‘safety concerns’: “It has been an honor”

In early February, ‘Sweet July’ announced that the brand’s Oakland home goods store and cafe would be shut down permanently! “In order to prioritize the safety of our patrons and staff, we have made the difficult decision to close our Sweet July Cafe and store in Oakland,” said the official announcement. “We have loved being a part of Oakland and are grateful for the community that has opened their arms and embraced us. It has been an honor to serve you.”

Fortunately, operations would continue to be run online. Furthermore, ‘Sweet July’ is reportedly planning to open a skin care pop-up at Valley Fair Mall in Santa Clara. Unfortunately, the physical store in Oakland was revealed to be a thing of the past by February 9.

Ayesha Curry opened the store back in 2021, providing Oakland with a place to gather and source lifestyle items. There was a previous incident that raised safety concerns, as burglars targeted the store and took several items, back in 2022. The store was forced to be closed for a weekend over the incident. Unfortunately, more information has not been provided about the ‘safety concerns’ that recently caused the store’s permanent shutdown.

The store may have been shut down, but the brand and its spirit survive. Therefore, along with doing her part during the All-Star Weekend, Ayesha is also making personal strides to literally ‘taking care of business’. For anyone who is still in San Francisco, popping in to check if the ‘Sweet July’ truck is still there could be a valuable itinerary addition. Who knows, maybe you could run into Ayesha!