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“I wanted Moxie Made to amplify the dynamic voices of women doing things differently while building a community that encourages and promotes curiosity, innovation, and the power of fashion's self-expression," Ray said in a statement.

Model and designer Camila Alves, television host and interior designer Genevieve Gorder Alia Ahmed-Yahia of 's Design Girlfriend series Ray's stylist Cara Jammet and bloggers Sara Escudero of Collage Vintage, and Courtney Kerr or Kerrently were in attendance to help fete Ray's new digital style endeavor.įor Ray, the inclusion and promotion of inspirational women along with their unique perspectives inspired her new venture. In 20 she hosted a temporary pop-up called Moxie Shop during the SXSW season.

Ray announced the digital market place at a celebration during South by Southwest (SXSW).

The digital site will also feature editorials and profiles on fashion experts and influencers who epitomize the Moxie Made lifestyle.Ĭelebrity chef, television personality, and best-selling author Rachael Ray is trying her hand at fashion with the launch of Moxie Made, an e-commerce site that highlights female-founded brands.

In addition, Ray launched Convalore, her new accessories label that's exclusively available on her e-commerce site.

Moxie Made will carry ready-to-wear, accessories, and lifestyle pieces from female-founded brands that inspire Ray.

Rachael Ray announced the debut of Moxie Made, her new online shop at the annual South by Southwest (SXSW) conference and festival in Austin, Texas.