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How She Got There: DeAnne Stidham, Founder of LuLaRoe


Name: DeAnne Stidham
Age: 58…going on 25
Job Title and Description: Founder of LuLaRoe
College Name/Major: Brigham Young University
Instagram Handle:@deannelularoe and @lularoe

What does your current job entail? Is there such a thing as a typical day?

As I’m sure you hear often, there is no such a thing as a typical day! As fast as our LuLaRoe business is growing, it is continually changing, which keeps things fresh and new, each and every day. We are seeing amazing things happen! Being the owner of a company, I see my primary role as a motivator. I strive to figure out who I should serve next and who needs a pep talk. I embrace being a role model and am so grateful that I can do my best work here by helping others – and that’s what I strive to do every day.

What is the best part of your job?​

Seeing others grow. It’s so rewarding when I see someone who starts out fearful – someone who doesn’t think they have the confidence to succeed – and am able to help them work through it to a place where they themselves discover that they’ve got this! Like any business, success with LuLaRoe can be all about having the right mindset – it’s all in how you look at it! Are you capitalizing on the opportunities or getting hung up on the challenges? Are you learning and seeking out growth or spending too much time looking at what other people are doing? So, the best part of my job is, hands down, watching people grow. I love to encourage people to understand, "you’ve got this!"

What was your first entry-level job in your field and how did you get it?

I’m glad you asked, as this is a story that really has come to exemplify what LuLaRoe is all about! I actually started out by blazing my own path. Many years ago, when my children were much younger, I found a man that had set up a garment market at fairs and swap meets. He was selling overstock items from big name brands at a discount. I convinced him to provide me with some stock for in-home dress parties that I could throw for my friends and family. And, I sold more than 300 pieces! Because he didn’t want to be in the business of selling dresses in homes, we came to an agreement where I could buy wholesale and that’s how I made the business work for my family for many years. I needed the freedom to be an independent, stay at home mom, and I created the path to make it happen.

What words of wisdom do you find most valuable?

There are many! Here are just a few of my favorites: "The more you give, the more you get." "Look at my world, I created it." "If it is to be, it is up to me." "See a need, fill a need" – from the movie Robots. And, some of the best ones ever, come from my Mom: “Service is the price I pay for the space I occupy,” “Happiness is a choice” and “Happiness is grateful appreciation."

What is one mistake you made along the way and what did you learn from it?

I’ve learned so many things along the way with LuLaRoe. With the blessing of very quick growth for our company comes the challenges that arise even quicker. What I’ve learned is to make decisions quickly and to shift course to accomplish the changes that are needed. I’ve also learned the importance of listening – especially when there are people smarter than you in the room. Surround yourself with people who are smarter than you!

What has been the most surreal moment of your career thus far?

Every day, I’m blown away by how many people want to be a part of this. I’m full of so much gratitude that people from all walks of life (different ages, financial situations, education levels and life experiences) want to be a part of LuLaRoe. Every day is a surreal experience, as we hear so many stories of how LuLaRoe is having a positive impact on women and families in particular.

What do you look for when considering hiring someone?

We look for positivity. We want people who are yearning to offer something to the company. We also look for people that are passionate and want to progress in their lives and careers. We want to be there with them and help achieve their dreams!

What advice would you give to a 20-something with similar aspirations?

Go for it! Embrace it! Don’t get discouraged or compare yourself to others. Give yourself permission to succeed. Embrace the good with the bad as you embark on the roller coaster of business. With experience comes confidence!

What's the one thing that's stood out to you the most in a resume?

When someone tells me what they want. If they say, ‘I want to make a difference, serve this company and I will do whatever it takes to learn and listen and move into different positions to gain as much experience as possible.’ We want to help people grow and to really find themselves. Sometimes you don’t know what you’ll be good at until you try.

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