LulaRoe Offers Mother-Daughter Team A Formula For Success
A firm that started in Corona, California just four years ago has branched out across the country … and local residents Mindy Gregory and Ashley Romo are proud to be a part of the family.
The mother-daughter team serves as local consultants for LulaRoe, a clothing line that is sold primarily online, but also is available through private in-home parties and at ‘pop up’ events around the community.
“We work well as a team,” said mom Mindy.
The firm was founded by DeAnne and Mark Stidham in 2013, with DeAnne’s flair for clothing design and production coupled with a background in network-based marketing leading the way.
Mindy and Ashley now find themselves embracing the fashion consulting career, though it came about for them in a very unusual way.
“I won a pair of leggings, I fell in love with them,” daughter Ashley said of receiving a pair of LulaRoe leggings in a drawing.
She shared her love of the leggings with her mom and from there, they not only began to purchase the clothing, they took the leap of faith to join the LulaRoe family.
“When we started, we knew at first that every cent (we made) in the business would go back into our inventory,” Ashley explained of building up a supply.
Now, a room in Mindy’s home in Escalon is devoted to the clothing, with men’s, women’s and children’s lines all available. The room, which has served as everything from a children’s bedroom to Mindy’s home real estate office to a hobby room over the years, is now filled with racks of clothing and a couple of mannequins outfitted with new arrivals.
Boxes come in almost daily with new items and both Mindy and Ashley said part of the fun is that they never quite know what they will get – unlike a traditional business where you make a specific order, the LulaRoe items just arrive in sizes and styles the two request. The clothing is marketed as being ‘simply comfortable’ and features vibrant patterns and colors. There are also limited items in each design and not every independent consultant gets the same items. So something that Mindy and Ashley have available might be the only one of its kind in the area.
“They’re constantly changing colors and patterns,” Ashley explained of the dresses, leggings, skirts, tops and more.
“We do online and in-home parties, we had a big party recently at D’Boni’s (in Escalon) and we had a private party in Riverbank recently,” said Mindy.
At the in-home parties, hostesses can earn free clothing items based on sales, which is another popular perk.
“We got up to 55 items sold,” Mindy explained of the Riverbank party. With a free item for every 10 items sold, the hostess received five free clothing items herself.
The parent LulaRoe company also recently partnered with Disney so they now have a selection of Disney-themed items in their collection.
The local duo packs their items into a van to transport them to the private events and the increasingly popular ‘pop up’ parties.
Also, the mother-daughter team hosts Facebook Live sales events, showing new arrivals during a live show, broadcast from the clothing room at Mindy’s home, sometimes even modeling the pieces themselves.
Ashley’s two older children have also joined the fun, modeling select items during the programs.
“My nine-year-old daughter loves to try things on,” she said, adding that her five-year-old son has sold a few items through modeling them.
Her youngest, a one-anda-half year-old son, hasn’t joined the family adventure in modeling just yet.
You have to be part of the Facebook group to view and shop during the live shows, and you must be approved to join. You can be referred by a friend who wants you to ‘like’ their page or you can visit Shop LulaRoe Ashley and Mindy or go to www.ShopAshleyMindy.com. Ashley can also be reached at 209556-2078 for more information about the business.
“I take photos of everything we have,” Mindy said of also posting the latest arrivals on Facebook.
The business has been more successful in just the short time Ashley and Mindy have been consultants than they ever anticipated. And it fits their busy schedules – Mindy is also a local real estate agent, while Ashley home schools her children through the local Gateway Academy in Escalon. Along with the flexibility, the two love the fact that they are helping customers feel comfortable and confident in a clothing line that can be tailored to their specific tastes.
“We have our shoppers, in many cases we know what they like and their styles,” Ashley explained of offering some suggestions for customers. “A lot have also trusted us to choose outfits for them.”
Customers can be anywhere in the country, since it is primarily an online based business.
“We ship all around the U.S., I put all the packages together, take them to the post office and ship them off with love,” Mindy said, smiling.
Of all the aspects of LulaRoe, it is the ability to provide colorful, comfortable and fashionable pieces that Mindy and Ashley enjoy the most. That, and working together on a daily basis.
“A lot of brick and mortar stores are closing down but we’re flourishing,” Mindy noted of the business climate for them.
Clothing lines in a specific style are known by a name, many of them from founder DeAnne Stidham’s own family. Skirts in the Cassie style, for instance, average $35 per piece. Dresses in the Julia line are about $45; shirts in the Mark line for men are $32; tween leggings are $23; pieces in both the Sloan and Gracie children’s lines are $28 – and those are just a few of the lines featured.
“We’ve only been doing this since January,” Mindy added of the new business venture. “We started out with 500 (pieces) and now we have over 1,500.”
The two recently returned from a LulaRoe conference in Anaheim and there were 25,000 retailers at the event, including the local duo, giving them the opportunity to share their stories of success and excitement about being part of the growing LulaRoe initiative.
Part of the business also includes getting involved in doing some fundraising events, and the two recently hosted a ‘pop up’ gathering at the Escalon Youth Center to benefit the Jim Davis family. The Escalon pastor continues to battle brain cancer and a portion of the pop up event proceeds were donated to the family. It’s part of the firm’s ‘giving back’ approach to life and business.
“We run it as a business but what’s fun is helping make women beautiful,” Ashley said.
“The designs are modest and comfortable, attractive to our women customers,” added Mindy.
Another key point, Ashley noted, is that the price per piece is the same whether you purchase the smallest extra extra small to the 3XL size – one price fits all – where typically the larger sizes come with an extra charge. The two started the business out of Ashley’s home but quickly decided the front room at Mindy’s would allow for a better ‘showroom’ during the Facebook Live sessions and to accommodate their expanding line of items.
“We go live all throughout the week, we offer special styling sessions, we can offer capsule collections, which is five pieces of clothing that all mix together,” Ashley explained.
A lot of their business has come from word of mouth, as people recommend their friends and others join the group. With over 30 different styles in men’s, women’s and children’s clothing, the two said there is likely something for everyone to find and enjoy wearing.
“Sometimes I just stop and think ‘This is our job’,” said Ashley of feeling blessed to share the adventure with her mom. “It’s so fun to hang out together.”
Mindy agreed that a year ago, she couldn’t have imagined being in a new business venture that has already paid huge dividends; and not only in the financial sense.
“It’s amazing,” Mindy said, smiling. “To do it with my daughter, it doesn’t get any better than that.”
Hosting Facebook Live sessions regularly, Mindy Gregory, left, and Ashley Romo, displaying a clothing item for the camera, are also busy with in-home parties and popup events around the community with their LuLaRoe fashion business.