There's never been a better time for 'Vanderpump Rules' stars Ariana Madix and Katie Maloney to open their sandwich shop
(Photo by Amanda Edwards/Getty Images)
- Buzz has never been higher around "Vanderpump Rules" stars Ariana Madix and Katie Maloney.
- It's the perfect time for them to open their much anticipated sandwich shop, Something About Her.
- Celebrity businesses are fickle and often rely on capitalizing on moments of hype.
The electrifying season 10 of "Vanderpump Rules" came to a close last night, and now that Ariana Madix and Katie Maloney are done filming and promoting, it's time to take the drama and put it in between sliced bread.
With interest in the cast at an all-time high, there's no better moment for the show's protagonists — and the Toms' exes —Madix and Maloney to open their sandwich shop Something About Her, which they said will open at some point this summer.
Celebrity brands usually depend on hype for a strong launch. Once clients are through the door they stay when the product is good, like Fenty, and ditch when it's not-so-good, like Lady Gaga's Haus Laboratories,
For Madix and Maloney, there's plenty of hype: Over the past week, searches for "did katie and ariana open their sandwich shop" spiked 300%, according to Google analytics. Searches for "something about her sandwich shop menu" spiked 5,000% on Wednesday.
"Vanderpump Rules" is pulling series-high ratings, with the first reunion episode garnering 2.7 million more viewers than the show was getting pre-scandal, The Wall Street Journal reported.
Madix and Maloney have already begun to cash in on the buzz. During part one of the "Vanderpump Rules" reunion, the pair said they'd made about $200,000 selling sweatshirts, tees, hats, and phone cases after news broke that Tom Sandoval had cheated on Madix with cast member Raquel Leviss.
Madix has also signed lucrative brand deals with the likes of Uber 1, Lays, and Bloomingdale's.
"We have no generational wealth in our family," she told Glamour. "I want to make enough money to be able to take care of my mom and my brother and any other family members who may or may not need it. I never want to worry about it ever, ever, ever. So I will work as much as possible to not have to."
But there's no telling how public favor may turn against a star, and fans are fickle, so the duo has to strike while the panini press is hot.
Just look what happened to their costars and exes, Tom Sandoval and Tom Schwartz. In the days following the cheating revelation, the pair's restaurants Tom Tom and Schwartz and Sandy's were review-bombed, vandalized, and dealt with canceled reservations.
From all accounts, business is back at the spots, even if the patrons are #TeamAriana. That's because the absolute worst thing that can happen to a celebrity brand isn't scandal, it's irrelevance.
Take Addison Rae's beauty line, Item Beauty. Launched in 2020 when Rae was at the height of her TikTok fame, the line was pulled from Sephora earlier this year and is no longer available online — coinciding with Rae's flame burning out on social media.
"You lose TikTok and Instagram, and you are out of business," Jeffrey Ten, a beauty industry veteran and president of Global Indie Brand Development, told Insider at the time.
The good news for Madix, Maloney, and Something About Her is that their followings are growing by the day, according to data from social media analytics site Social Blade.
There are plenty of hungry Bravoholics looking to try that famous Greek salad sandwich, so Maloney and Madix should get cooking before some new drama captures the world's attention.