Draper James, which is a combination of her grandparents' names, is a shopping website specifically focused on "southern style" as the site describes, reported People magazine.
"My grandparents taught me everything I know about gracious Southern living. From them I learned to dress and act like a lady, to take pride in my home, to reach out to help a neighbour, and to always invite everyone in for a visit," she said.
The site also launched with a ladies' luncheon for Witherspoon and her team with a menu full of southern classics - lettuce and sweet peas in Green Goddess dressing, devilled eggs, and chicken salad on biscuits - which guests tucked into on a long, wooden table covered with a white linen tablecloth and a few mason jars filled with cut lilacs.