Scottsdale, Arizona’s Melissa Lively tears masks at Target

Melissa Rein Lively

Melissa Rein Lively, 41, of Scottsdale, Arizona, United States is the founder of The Brand Consurtium Public Relations (TBCPR), a lifestyle and luxury PR firm based in Scottsdale. On July 2, 2020, she took a video of herself tearing masks off a shelf at a Target store at the Scottsdale Pavilions in Scottsdale.

In the video, Lively claimed to be the global spokesperson for the far-right conspiracy theory QAnon. She said, “Finally, we meet the end of the road.”

“I’ve been looking forward to this s–t all my f——g life so, Target, I’m not playing anymore f—–g games,” Lively continued. “This s–t is f—–g over. This s–t’s all f—–g over. This s–t’s f—–g over.”

Two employees approached Lively. She asked them, “Why?”

“You let everybody else do it,” Lively told the employees. “I can’t do it because I’m a blonde white woman? That’s wearing a f——g $40,000 Rolex. I don’t have the f——g right to f—k s–t up?”

After the incident, Lively lost all of her clients. Her husband Jared Lively, 40, called police from their home and she was taken for a psychiatric evaluation.

“I think mental illness has been really something that has not been addressed as a result of this pandemic because what happened to me was scary and it changed my life forever,” Melissa told USA Today. “I felt I had absolutely no control over my actions.”

Melissa is originally from Denver, Colorado, USA. She attended Cherry Creek High School in Greenwood Village, Colorado and Arizona State University in Tempe, Arizona.