In Chinese mythology, Buddhism, and Hinduism, there are multiple depictions of gods with numerous arms. In a more spiritual lens, Ayesha Curry could also be described as one. That’s one overstatement, but looking at the similarities, a connection could easily be made. The Curry household’s chief in command is a caring mother, a loving wife, and a successful businesswoman outside the house. She cooked up several business ventures independently, making herself a brand of her own in the process. From culinary skills to winery taste to cosmetics choices, Ayesha has a hand in every aspect of the community’s lives. But there’s no success story without a bump on the road, and Ayesha’s story has a few along the way as well.
Reports have confirmed Ayesha Curry’s Sweet July store in Oakland closing on 9th Feb. The decision was made after security concerns forced her hands, as per the brand’s official IG post. Ayesha, a renowned advocate of supporting the surge of black-owned businesses, opened the Sweet July brand in April 2020, starting with a magazine, product line, and store. The brick-and-mortar shop consisted of coffee, baked goods, and other items. The Oakland store opened next year. But since then, unforeseen events have caused abrupt changes in visions for the future.
“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. 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,” the official statement from SJ read. But Oakland wasn’t well receptive to it. Not because the store was closing, but because this only paints the lawless West picture of the city.
While the brand’s reps have stayed under wraps from commenting further, the City officials have voiced their displeasure over the decision. Ken Houston, executive director of the nonprofit Beautification Council, accused Ayesha Curry’s brand of making Oakland look like an “ugly duckling.” “Just because (the Sweet July store) is closing, it doesn’t mean it has something to do with crime,” he told the Mercury News. “It could be financial. It could (just) be not working. Just because she’s a Curry doesn’t mean that her business operation was financially viable.”
That has been a common sentiment among the Oakland natives since the news broke. A sales and marketing executive who has lived in the same block as Sweet July since before it opened also accused Ayesha of having zero presence for the business. The store never tried to integrate itself in the neighborhood, in a two-block corridor between Broadway and Telegraph. The pricing was also an issue, with the same account recalling ridiculously overpriced items such as a $130 hoodie with the brand logo.
Many in the comment section of the brand’s post have expressed their disapproval on the matter. Few of the Oakland natives have pointed out the weak foothold of the store in the area, decreasing sales, and irregular availability. However, the opinions on the matter have a minor diversity as well.
Ayesha Curry gets some backing in the wake of the hostile backlash from Oakland
Ayesha is no stranger to such situations. Back in 2019, her International Smoke’s Houston outlet was closed. The restaurant was co-owned by celebrity chef Michael Mina. Stephen Curry’s on-court heroics against the Rockets made the store a target of bad reviews and the common disdain of the locals. But the Sweet July controversy is very different. Oakland reported a 33% drop in violent and property crimes in 2024 from the previous year and hence the ‘security’ reason isn’t sticking with the citizens. But one of the accounts has expressed sympathy for Ayesha’s case.
Clothing designer Taylor Jay told the Mercury News that two break-ins forced her to close her brand’s brick-and-mortar location in Rockridge in 2024. “They’re cultural losses, stripping Oakland of the very essence that has made it such a vibrant and community-driven city,” Jay said about the SJ’s decision.
According to SF Gate, the shop suffered a break-in in 2022. The front glass of the store was shattered with items stolen, leading to the temporary closure of the business. Feb 9 will, however, be the permanent end of it. What’s next for Ayesha? No words are in the open at the moment, but for a driven woman, this was just a minor inconvenience soon to be shaken off.
The post Officials Break Silence As Calls Mount Against Ayesha Curry For Using Violent Crimes To Make Massive Business Decision appeared first on EssentiallySports.
