Ayesha Curry’s Sweet July, a lifestyle brand encompassing a café, store, magazine, and skincare line, has announced its sudden closure in Oakland, California. The announcement, delivered via Instagram on February 2nd, 2025, cited prioritizing the safety of patrons and staff as the driving force behind the difficult decision. While the specific safety concerns weren’t explicitly detailed, the store had experienced a break-in in October 2022, during which several items were stolen after the front glass was shattered. The closure marks the end of a chapter for the Oakland location, with the final day of operation set for February 9th. Despite this setback, the Sweet July brand has hinted at new ventures on the horizon, leaving followers anticipating future developments.
The Sweet July store, situated at the intersection of Valley St. and 23rd St. in downtown Oakland, served as a physical embodiment of the Sweet July lifestyle magazine, launched by Ayesha Curry in April 2020. The store opened its doors in January 2021, curating a collection of home décor, jewelry, candles, books, and coffee, offering a tangible experience of the magazine’s aesthetic and ethos. Ayesha, wife of NBA star Steph Curry, envisioned the space as a retreat for the Oakland community, a place where individuals could feel a sense of belonging and draw inspiration. The name “Sweet July” holds personal significance, commemorating both Ayesha and Steph’s wedding anniversary and the birth month of three of their four children: Riley, Ryan, and Canon.
The closure announcement comes after several years of growth and expansion for the Sweet July brand. Ayesha’s connection to her Jamaican heritage played a significant role in the development of Sweet July Skin, a skincare line launched in July 2023. Inspired by Caribbean superfoods, the skincare products are formulated with ingredients traditionally used in Jamaican cuisine and culture. Ayesha described the process as reverse-engineering recipes for the skin, drawing upon her familial knowledge of superfoods and collaborating with a lab to translate those traditional remedies into effective skincare formulas.
The abrupt closure of the Oakland location raises questions about the future direction of the Sweet July brand. While the Instagram announcement mentioned exciting new ventures, the specifics remain undisclosed. The closure of the physical storefront may signal a shift in focus towards other aspects of the brand, such as the magazine, the skincare line, or potentially new product lines or initiatives. The statement’s emphasis on prioritizing safety suggests that the previous break-in, along with potentially other security concerns, played a significant role in the decision.
The Sweet July brand, deeply rooted in Ayesha Curry’s personal life and values, has resonated with a loyal following. The store in Oakland provided a tangible connection to the brand’s lifestyle ethos, offering a curated selection of products reflecting Ayesha’s personal style and interests. The closure of this location marks a significant transition for the brand, leaving customers and followers curious about the future direction of Sweet July. The brand’s emphasis on new ventures suggests a continued commitment to growth and evolution, albeit in potentially different formats or locations.
The situation highlights the challenges faced by businesses, particularly in urban environments, regarding safety and security. While the specifics of the safety concerns that led to the Sweet July closure haven’t been publicly disclosed, the previous break-in underscores the vulnerabilities that businesses can face. The decision to prioritize safety, even at the cost of closing a physical location, demonstrates a commitment to the well-being of both staff and customers. The future of Sweet July remains to be seen, but the brand’s resilience and adaptability suggest that it will continue to evolve and explore new avenues for connecting with its audience.
