DeAnne Brady Stidham is the Corona, CA mom and grandmother who founded the company in 2012 with her husband Mark. She named the company LuLaRoe after her three oldest grandchildren, Lucy, Lola, and Monroe.

The company is perhaps best known for its leggings, but the impetus for the business started with a skirt and social media. Stidham said on a video on her website that she had designed a maxi skirt for her daughter Nicole, and after her daughter posted a picture of the finished skirt on Instagram, her friends wanted their own skirt.

Stidham said she started with 44 orders for skirts, and sent them to a professional to make them. Then she had several hundred more made, and sold 300 skirts in three days at in-home parties she held, which grew to several hundred more. It was her husband Mark who suggested making this into a real business.

A spokesperson for LuLaRoe tells me that Stidham "has had over 30 years of experience selling dresses and clothes through home parties" as well as being a "top producer" in the "direct sales and network marketing industries for over 15 years." She had wanted to have her own clothing line for years, according to the company website.

LuLaRoe has boomed ever since. They are a privately held company, so they don't release exact sales numbers, but a spokesperson for the company said that they "joined the $1 billion + club" in 2016.