Meyer Adds to Celebrity Roster With Ayesha Curry Brand

Building on its impressive roster of celebrity collaborations, Meyer U.S. is teaming up with Ayesha Curry – NY Times best-selling cookbook author and Food Network host – to introduce the Ayesha Curry lifestyle brand.

Launching in fall at retail nationwide, Meyer’s newest brand in its Celebrity division will feature a full line-up of products in cookware, bakeware, stoneware, cast iron, kitchen tools and gadgets, and warm beverage items.

“We’re delighted to collaborate with the very talented Ayesha Curry and warmly welcome her to our portfolio of celebrity brands,” said Darrin Johnston, managing director of Meyer U.S. “At Meyer, we’re very deliberate about the brands and collections we bring to market, and each one has its own distinct personality and place in the market. The Ayesha Curry consumer is in prime household creation years, often with a young family, and has a design aesthetic that is eclectic, sophisticated, welcoming, and on-trend.

“We believe there is an opportunity to better serve this new and growing consumer across many housewares categories with a design and personality that is uniquely Ayesha,” said Johnston.

To ensure authenticity, which is of paramount importance to both Curry and the target consumer, all product categories reflect Curry’s own perspective on design, cooking, entertaining, and family life. In the spirit of true collaboration, Curry, who resides near Meyer’s headquarters in the San Francisco area, has been actively involved in all stages of product development with Meyer’s team.

“It’s truly a dream come true to partner with Meyer in creating products for the kitchen, which is where I grew up, and is still the most important place for me now that I’m raising my own family with Steph,” said Curry, referring to husband Stephen Curry. “It’s extremely important to me to be involved in all the details, from choosing Pantone colors, finishes and design features, to selecting the shape of my cookware handles. I hope that my line inspires people to get in the kitchen, roll up their sleeves and enjoy the whole experience of preparing and sharing meals with their family and friends. My goal is to make cooking effortless, chic and most importantly, fun.”

Declaring herself first and foremost a mom to daughters Riley and Ryan, Curry is known for her popular blog and YouTube channel Little Lights of Mine, which

focuses on healthy living through food, faith and her breezy approach to tasting all that life has to offer. Her channel, which has garnered viewership in the millions and a vast, loyal following, led Curry to penning her recently published cookbook, The Seasoned Life – Food, Family, Faith and the Joy of Eating Well – and the launch of her own successful show on Food Network which will air its second series this spring. In addition, Curry is a restaurateur with partner Chef Michael Mina (International Smoke).

Other brands in the Meyer Celebrity division include Rachael Ray, Paula Deen and Cake Boss. Vallejo, Calif.-based Meyer Corp. U.S., one of the largest cookware companies in the United States, also offers Anolon, Circulon, Breville, Farberware, BonJour and SilverStone.