Following in Gwyneth Paltrow’s Goopy footsteps, Reese Witherspoon is the latest celebrity to launch an e-commerce site devoted to lifestyle content.

On Tuesday, the actress announced that the site is called “Draper James,” named after her grandparents — Dorothea Draper and William James.

Witherspoon explains that her new project was “inspired by my love of the South, combined with the modern woman who I am today. Draper James is all about the grace and charm I was raised with in Nashville, Tennessee.” She continued, “In the South you can never be too kind, too gracious or too well dressed… With Draper James, our goal is to bring contemporary, yet timeless Southern style to your wardrobe and your home, no matter where you live.”

The Draper James tagline appears to be: “You only get one life, so let’s make it pretty. Please.” And while the price point usually falls below Blake Lively’s Preserve and Gwyneth Paltrow’s Goop e-commerce sites, it will still set customers back $98 for a “horseshoe object.” Witherspoon told WWD that 40% of Draper James’s products are produced in the South, and she’s planning to roll out five new collections each year. The sportswear runs from $50 to $400, jewelry is priced from $25 to $250, handbags and small leather goods will sell from $40 to $325, and home decor ranges from $14 to $400. The items can be purchased online, and a Draper James store is poised to open this fall in Witherspoon’s hometown of Nashville, Tennessee.

www.draperjames.com