By:  Valuetech

Let’s be honest—not all businesses start with a carefully crafted five-year plan. For entrepreneur Liz Ashley, LumiWear.co wasn’t part of a grand strategy—it kind of fell into her lap. “I wasn’t actively looking to start a shapewear and athleisure brand, but the opportunity came up, and I thought, why not?” Liz shares. Armed with lessons from past ventures—some successful, others not as much—she decided to dive in. What started as a spontaneous leap soon developed into a full-blown challenge.

From Curves to Confidence

Liz designs with real women in mind—starting with herself. “I’m in my 40s, I have curves, and I know what I want to wear: shapewear that smooths without feeling like a medieval corset and leggings that I can wear to the gym or to grab coffee,” she says. Every piece in her collection aims to combine comfort, style, and practicality, empowering women to feel confident while maintaining ease. “I want women to feel like their clothes are working with them, not against them.”

Hurdles and Hustle

Of course, launching a brand comes with its growing pains. “The beginning was a whirlwind of hurdles,” Liz admits. “Finding the right manufacturer was a headache, creating functional yet stylish designs was a learning curve, and let’s not even get started on marketing.” With small profit margins in retail, every dollar counts, which forced Liz to get creative while building the brand on a budget.

“Retail is tough,” she explains. “Some days it feels like you’re just figuring it out as you go, but if you stay consistent and open to change, you start to find your footing.”

Small Wins, Big Motivation

Despite the challenges, there’s no shortage of rewarding moments. “That first sale felt like winning the lottery—I was dancing in my kitchen,” Liz laughs. But what truly keeps her motivated is the feedback from customers. “When someone takes the time to say, ‘I feel so confident wearing this,’ it reminds me why I started in the first place. That feeling makes all the hurdles worth it.”

Evolving Without Losing the Vision

While LumiWear.co continues to grow, Liz is focused on staying true to her mission while adapting to trends. “You have to evolve without losing your ‘why.’ Trends come and go, but your vision is what keeps everything grounded,” she says.

Her goal is to expand the collection, introducing fresh designs that seamlessly combine style and functionality. Future plans include broadening the brand’s athletic apparel offerings and creating elevated athleisure pieces for women on the go. “One day, I’d love to walk into a gym or coffee shop and see people everywhere wearing LumiWear.co. That’s the dream,” Liz says.

What’s Next for LumiWear.co

Exciting things are ahead for the brand. New designs are in the works, with plans to roll them out by late summer. “I’m always brainstorming ways to make pieces that not only look great but make life easier for the women wearing them,” Liz explains.

For Liz, LumiWear.co is more than just a brand—it’s an opportunity to empower women, one bodysuit or pair of leggings at a time. “Sometimes opportunities come unexpectedly, and it’s up to you to make something of them. That’s what I’m doing here—learning, growing, and staying committed.”

Follow LumiWear.co on TikTok, Instagram, Facebook, and Pinterest to see what’s next and stay updated on future releases that bring confidence, comfort, and elevated style to everyday life.

Published by Liz S