WITH POP-UP STORE, RACHAEL RAY REKINDLES HER AUSTIN CRUSH
Rachael Ray readily admits she has a “girl crush” on Austin.
It’s the reason she’s been a part of the city’s South by Southwest festivities for more than a decade — starting first with her Feedback Party featuring up-and-coming bands and, of course, the TV host’s trademark eats.
“I fell in love with Austin 20 years ago,” she said during a recent interview. “I thought it was so unusual in the middle of a very conservative state that there was this utopia where everyone was equally represented.”
Ray also cited Austin’s efforts to “go green” and its love of pets — one of her soft spots — as reasons she loves the city.
In addition to this year’s Feedback Party, which takes place Saturday at Stubb’s, Ray has broadened her SXSW presence with Moxie Shop, a popup store featuring clothing, accessories and beauty products, as well as décor.
Moxie Shop is at 1511 S. Congress Ave., near the intersection of South Congress and Elizabeth Street.
Brands featured at Moxie Shop include Chaser, Ulla Johnson, 49 Square Miles, Hat Attack, Lexicon of Style, Sarah Swell, Milk Makeup and Adrienne Schlow.
The Feedback Party and, now, Moxie Shop give Ray “a reason to go to the place I love” each year, she said.
Still, she admits she was worried that first year that her event might be a flop.
“I was so afraid people would say, ‘What the hell is this girl doing here?’” she said.
Obviously that didn’t happen. Since its start, more than 200 bands have played the Feedback Party, Ray said, with many going on to higher-profile gigs.
“From Year 1, I’ve been proud of this thing,” Ray said. “It’s become a huge part of my life.”
Ray’s love of design is what inspired Moxie Shop.
She says it was a natural extension of her wide-ranging Rachael Ray brand.
“I love the idea of sharing with people,” she said. “I’m very saturated in my brand. I love to not just sell something
but put my name on it.”
Vendors showcased at Moxie Shop share Ray’s ideals and values, the TV host said.
“These are the brands I would buy,” she said.
The vibe at the popup shop is similar to the vibe at the Feedback Party, Ray said.
“It’s like you’re hanging out with friends at a house party,” she said. “We’re not pushy, we don’t attack. Try on 10 things and buy none if you want.”
If people leave with smiles on their faces, Ray says she will have achieved her SXSW goal.
“My job is to make everyone feel great, less stressed,” she said. “I want to be the hostess with the mostest.”