WATCH THE VIDEO HERE After four years in the heart of Oakland’s Uptown neighborhood, Ayesha Curry is closing the doors of her flagship lifestyle store, Sweet July, citing safety concerns following a string of robberies. The unexpected announcement, made over the weekend, marks the end of a business that was not only a retail space but also a community-driven hub focused on self-care, home goods, and Black-owned brands. The official statement shared on Sweet July’s social media read: “In order to prioritize the safety of our patrons and staff, we have made the difficult decision to close our Sweet July café and store. We have loved being a part of Oakland and are grateful for the community that has opened their arms and embraced us.” A Difficult Decision Rooted in Safety Concerns With patrons and staff safety at risk, Ayesha and her team ultimately made the tough call to shutter the store for good. Ayesha’s Commitment to Oakland “Sweet July is a love letter from our founder, Ayesha Curry, to the town that has embraced and supported her.” Since its opening in 2021, the store prided itself on curating high-quality products at accessible prices, championing Black-owned businesses, and creating a welcoming space for self-care and community. What’s Next for Sweet July? While it remains unclear whether Ayesha will open another store in a new location, the Sweet July online store will continue to operate, ensuring fans and loyal customers can still access their favorite products. A Larger Issue in Oakland For now, Ayesha Curry remains grateful for the community that supported Sweet July and hints at exciting new projects ahead. Whether this means a new physical location elsewhere or an expansion of the brand in a different way, one thing is clear: this isn’t the end of Sweet July—just a new chapter. 
While Sweet July did not explicitly detail the specific threats that led to the closure, the store had already been a target of crime at least once before. In October 2022, burglars broke into the store, forcing it to close for a day. This incident was one of many affecting businesses across Oakland, a city that has seen a wave of retail closures due to crime concerns in recent years.
The closure comes as a disappointment for many, as Sweet July was meant to be more than just a retail space. It was a personal passion project for Ayesha Curry, who has long expressed her deep love for Oakland, calling it home in a message on the brand’s website:
Though the brick-and-mortar location will close on Sunday, February 9, the Sweet July brand itself is far from over. In its official statement, the business hinted at new ventures in the works, though details remain under wraps.
Sweet July’s closure is not an isolated event. In recent years, several businesses—both small and corporate—have been forced to shut down or relocate due to ongoing safety concerns and rising crime rates in the area. The decision to close a beloved local business like Sweet July further highlights the growing struggles many Oakland-based retailers face.
Ayesha Curry Closes Oakland Store After Crime Wave: “Safety 1st”
