{"id":16526,"date":"2025-04-29T17:59:00","date_gmt":"2025-04-29T17:59:00","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=16526"},"modified":"2026-02-26T17:16:24","modified_gmt":"2026-02-26T17:16:24","slug":"emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/","title":{"rendered":"How The Cherry Moon Used a Chelsea Pop-Up to Bring Its Online Community Offline"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#Why_Go_from_Online_to_Offline\" title=\"Why Go from Online to Offline?\">Why Go from Online to Offline?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#Storefront_Why_did_The_Cherry_Moon_decide_to_pop_up\" title=\"Storefront: Why did The Cherry Moon decide to pop up?\">Storefront: Why did The Cherry Moon decide to pop up?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#Curating_Designers_with_a_Story\" title=\"Curating Designers with a Story\">Curating Designers with a Story<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#How_do_you_choose_the_designers_you_feature_online\" title=\"How do you choose the designers you feature online?\">How do you choose the designers you feature online?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#Testing_Products_in_a_Pop-Up_Format\" title=\"Testing Products in a Pop-Up Format\">Testing Products in a Pop-Up Format<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#More_Than_a_Store_A_Community_Concept\" title=\"More Than a Store: A Community Concept\">More Than a Store: A Community Concept<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#Why_Chelsea\" title=\"Why Chelsea?\">Why Chelsea?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#What_do_you_love_about_the_pop-up_space\" title=\"What do you love about the pop-up space?\">What do you love about the pop-up space?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.thestorefront.com\/mag\/emerging-e-tailer-cherry-moon-opens-a-pop-up-store-in-chelsea\/#The_Power_of_Pop-Ups_for_Digital_Brands\" title=\"The Power of Pop-Ups for Digital Brands\">The Power of Pop-Ups for Digital Brands<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>As digital fashion brands mature, many discover that physical retail isn\u2019t a replacement for e-commerce \u2014 it\u2019s an amplifier.<\/p>\n\n\n\n<p>The Cherry Moon, a curated fashion e-tailer known for showcasing luxury and independent designers, embraced this strategy by opening a pop-up store on King\u2019s Road in Chelsea. The short-term retail space marked the brand\u2019s first step into brick-and-mortar, creating an opportunity to connect designers and customers in a more immersive way.<\/p>\n\n\n\n<p>Located in one of London\u2019s most prestigious shopping destinations, the pop-up allowed The Cherry Moon to test physical retail while strengthening its community and brand presence. (If you\u2019re exploring the area for your own activation, our <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/chelsea-neighborhood-guide-the-chic-side-of-london\/\" class=\"ek-link\">Chelsea neighborhood guide<\/a><\/strong> highlights why King\u2019s Road remains one of London\u2019s most strategic retail corridors.)<\/p>\n\n\n\n<p>Storefront spoke with co-founder <strong>Elisha Carter<\/strong> about why the brand decided to pop up, how they curate designers, and what they learned from stepping into physical retail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Go_from_Online_to_Offline\"><\/span>Why Go from Online to Offline?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><a href=\"https:\/\/www.thestorefront.com\/mag\/bring-e-commerce-brand-life-pop-stores\/\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-store-39.jpg\" alt=\"pop up store in London DTC brand\" class=\"wp-image-16607\" style=\"width:660px;height:auto\"\/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Storefront_Why_did_The_Cherry_Moon_decide_to_pop_up\"><\/span><strong>Storefront: Why did The Cherry Moon decide to pop up?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><strong>The Cherry Moon:<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWe decided to have a concept store to complement our platform because we\u2019ve had interest from international designers asking if they could find pop-up stores to have their designs stocked in. The idea was to open a physical store to showcase their products, as many of these designers are not known on the High Street. Plus, people want to go into a store and try things on before buying!<\/p>\n\n\n\n<p>It also gives shoppers the opportunity to see the items we have stocked online. They\u2019ll see it and say, \u2018OK, maybe I\u2019ll buy it online!\u2019 This gives customers trust \u2014 they know exactly what they\u2019re buying and the quality of it.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>For many digitally native brands, trust and tactility remain essential. A pop-up allows customers to experience quality, fit, and styling firsthand \u2014 reducing hesitation and strengthening brand credibility.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Curating_Designers_with_a_Story\"><\/span>Curating Designers with a Story<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-store-40.jpg\" alt=\"Story was key to the pop up shop\" class=\"wp-image-16619\" style=\"width:632px;height:auto\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_do_you_choose_the_designers_you_feature_online\"><\/span><strong>How do you choose the designers you feature online?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI look for designers that will fit well on our platform; usually ones that have something different. It\u2019s about their brand story, concept, and image \u2014 not just what they\u2019re selling. I\u2019ll go to trade events, find them through Instagram, or some approach me as well. We\u2019re more selective now, since we don\u2019t want thousands on our platform.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Curation is central to The Cherry Moon\u2019s identity. Rather than operating as a marketplace with endless listings, the platform focuses on distinct voices and compelling narratives \u2014 a strategy that translates seamlessly into a physical environment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Testing_Products_in_a_Pop-Up_Format\"><\/span>Testing Products in a Pop-Up Format<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-store-41.jpg\" alt=\"Products were tested in a short-term format\" class=\"wp-image-16611\" style=\"width:602px;height:auto\"\/><\/figure>\n\n\n\n<p><strong>How did you choose the designers and products featured in-store?<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cFor the designers showcasing with us in-store, I go through their products online and choose what I think would suit or sell. I pinpoint the best sellers. I usually start with limited pieces to see how they sell, and then we add more as they go. This gives consumers a taste of what\u2019s available and more to discover each time.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>The short-term format makes experimentation possible. Designers can test demand, gather customer feedback, and refine assortments without long-term retail commitments \u2014 one of the major advantages highlighted in our broader <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-london-guide\/\" class=\"ek-link\">London pop-up shop guide<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"More_Than_a_Store_A_Community_Concept\"><\/span>More Than a Store: A Community Concept<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Can you explain the pop-up concept?<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWe envision our store as a place for designers to host launches, fashion presentations, or events around topics they want to make noise about, such as sustainability or social issues. We also want major brands to come into the store and offer customers incentives and complimentary services \u2014 moments that aren\u2019t normally stocked in-store.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>The space was designed to feel welcoming and experiential:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cThe visuals are going to be pretty and Instagrammable. We\u2019re adding things like a swing and a small tea bar. We\u2019re offering a VIP experience as well. We want shoppers to sit down, take a picture, have coffee or tea, and feel at home while they\u2019re shopping.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>By blending retail with hospitality and events, The Cherry Moon transformed the pop-up into a destination \u2014 not just a point of sale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Chelsea\"><\/span>Why Chelsea?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/02\/pop-up-store-42.jpg\" alt=\"The pop up was a destination not just a point of sale\" class=\"wp-image-16615\" style=\"width:648px;height:auto\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_do_you_love_about_the_pop-up_space\"><\/span><strong>What do you love about the pop-up space?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI love this space. The window display is stunning, and the contemporary, clean, simple design is fantastic. We didn\u2019t want to lose that airy, minimal look. Even though we can accommodate many designers, we still want to keep the space elegant.<\/p>\n\n\n\n<p>It\u2019s located in such a prime area, surrounded by prestigious brands \u2014 and those customers are our customers since they\u2019re going to walk past.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Chelsea, and specifically King\u2019s Road, offers a rare combination of affluent local shoppers, international visitors, and established luxury neighbors. For emerging brands looking to elevate perception while accessing high-spending foot traffic, the neighborhood provides strong positioning.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Power_of_Pop-Ups_for_Digital_Brands\"><\/span>The Power of Pop-Ups for Digital Brands<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Cherry Moon\u2019s activation highlights several broader lessons for e-commerce brands:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Physical retail builds trust and brand credibility<\/li>\n\n\n\n<li>Pop-ups allow product testing with reduced risk<\/li>\n\n\n\n<li>Community-driven events extend beyond transactions<\/li>\n\n\n\n<li>Prime neighborhoods elevate brand perception<\/li>\n<\/ul>\n\n\n\n<p>For online retailers considering physical expansion, short-term retail in high-impact areas like Chelsea can serve as both a marketing engine and a revenue channel \u2014 all without the long-term commitment of a permanent store.<\/p>\n\n\n\n<p>If you are a DTC or Ecommerce brand considering running a pop-up store of your own check out our <a href=\"https:\/\/www.thestorefront.com\/mag\/bring-e-commerce-brand-life-pop-stores\/\" class=\"ek-link\"><strong>pop-up shop guide for DTC brands.<\/strong><\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Ready to book a <a href=\"https:\/\/www.thestorefront.com\/search\/london\/chelsea\/retail\" class=\"ek-link\">pop-up shop in Chelsea?<\/a><\/strong> Explore available spaces and start planning your activation today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fashion e-tailer The Cherry Moon expanded into physical retail with a Chelsea pop-up on King\u2019s Road. Learn how the brand used short-term retail to build trust, showcase emerging designers, and create a community-driven shopping experience in London.<\/p>\n","protected":false},"author":23,"featured_media":16603,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[5,2458],"tags":[92],"class_list":["post-16526","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-success-stories","category-success-stories-uk","tag-branding"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",1024,683,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",1024,683,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",480,320,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003-150x150.jpg",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003-300x200.jpg",300,200,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003-768x512.jpg",768,512,true],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",1024,683,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",1024,683,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",1024,683,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",480,320,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",140,93,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2019\/04\/003.jpg",120,80,false]},"qubely_author":{"display_name":"Arielle Crane","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/acr\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-uk\/\" rel=\"category tag\">Success Stories UK<\/a>","qubely_excerpt":"Fashion e-tailer The Cherry Moon expanded into physical retail with a Chelsea pop-up on King\u2019s Road. Learn how the brand used short-term retail to build trust, showcase emerging designers, and create a community-driven shopping experience in London.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/16526","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=16526"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/16526\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/16603"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=16526"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=16526"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=16526"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}