As we celebrate three decades of Lulus, one thing is clear: our brand would be nothing without the dedicated team members who have shaped it every step of the way–and bring it to life every day. Here, we’re sharing a few of their stories, their reflections on thirty years, and the moments that have made it all meaningful.
Crystal Landsem, CEO
11 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has kept you here all these years?
So, I originally started as a contractor. I was in the same network as our founder and was introduced to her through some friends that knew each other in the Chico community. The Lulus CFO had resigned and given two weeks’ notice, and it was sort of a fire drill to ‘come learn as much as you can and help us hire a new CFO as quickly as you can!’ And as I got to know the business more, got to know the founders, and just all the awesome people in the company, they said, ‘Hey, we like you.’ And I said, ‘I like you too.’ So, instead of contracting and getting out, I ended up staying for almost 11 years–and now I’m the CEO.
I think there is something truly unique about the way Lulus approaches the relationship with customers, the community we’ve built, the way we source products, and the way that we interact with each other as a company. The employees here are so special and so unique, and the way that we all interact with each other cross-functionally is very rare; every new person who comes on board also appreciates how different and unique it is. And we take that to our customer, as well.
[Founders] Colleen and Debra built this–I have to give them full credit for that. But to be part of the leadership that has maintained and protected that culture is something to be really, really proud of. It’s a pretty amazing thing.
What does Lulus’ 30-year milestone mean to you personally?
It is so emotional and overwhelming to think that I have been a part of a brand that is still here after 30 years. And when you grow up in the e-commerce space, when we started, there were other players out there that were growing and accelerating, and e-commerce was this really powerful thing. But where we stand out is we built a brand and a community of customers, and to make it to 30 years is so rare. And to make it to 30 years with our scale and the millions of customers that are still shopping with us after all this time? It’s hard to put it into words.
I feel so privileged to be a part of something so special and so rare. It’s really, really hard to do–and hard to do it well. The fact that we’re still here and thriving is amazing. I am honored to be a part of it.
How has Lulus evolved since you first joined, and what has stayed the same?
I think what’s so unique about Lulus is the parts that matter have stayed the same. You have to scale, you have to change, you have to evolve; but what we’ve protected is that entrepreneurial spirit and the company culture.
I think we have more processes, and we’re certainly more sophisticated now–we’re very, very organized. And when you’re starting a business small, then getting big and going public, there’s a lot of evolution and process. But what I think is really cool is that the way we interact with each other and the way we run the business is still very scrappy and entrepreneurial, even though we are a much larger company than we were 10, 20 years ago. So, yeah, I’d say that the important parts have stayed the same.
What’s a project or campaign that you’ve worked on that you’re especially proud of?
There are so many, I don’t know where to start! I think the evolution of our creative–and I’ve been on the periphery of it and just guiding directionally. It’s the people on the creative teams that have built an aesthetic that people can look at.
I remember talking to Cara (our Creative Director) about how I want people to look at our ads and know it’s us–and we have that now, and it was a multi-year project. But when you look at a Lulus campaign image or a Lulus e-comm image, you know it’s us now. Five or 10 years ago, you might not have been able to identify it, but we are so unique in the way we present ourselves in the creative. I’m so proud of how we represent our brand to our customer and the consistency with which we do that.
What’s something your coworkers might be surprised to learn about you?
The thing that surprises people the most is that I was a dancer and played a musical instrument. I was a cheerleader in high school, which surprises everybody because I am some weird introvert hybrid. I’m actually more of a creative, but my educational background was in the more analytical accounting and business. So, I think the most surprising thing is probably that I used to dance around in front of people with pom-poms.
Also, I do love Harry Potter: I think they are some of the best stories out there. And okay, what millennial isn’t a huge Harry Potter fan, am I right? Yeah, but that’s not surprising–I think I’m pretty out there with that. Everybody knows it.
Mark Vos, President and CIO
11 years with Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has kept you here all these years?
How I got here was actually as a consultant first. They were, at the time, implementing NetSuite, and that’s how I started–this was on October 2nd, 2014, I believe. Ultimately, what made me stay was that I think it’s a great company with so much opportunity–and although there have been some challenges, I firmly believe this will continue to be a great company.
What does Lulus’ 30-year milestone mean to you personally?
So, when Crystal talks about ‘building a 100-year brand,’ it feels like, ‘Oh, that is such a long time.’ But then when you realize we’re already 30 years into it? There you go. That’s actually pretty amazing: It’s a great milestone for a third of the way into building that one.
How has Lulus evolved since you first joined, and what has stayed the same?
We’re still the same in that there are a lot of people who have a lot of curiosity, who think about how we can do things differently and how we can become better. And I still see that throughout the company, despite growing bigger. That core, which I think is very important, is still there.
At the same time, what has changed is that completely organic entrepreneur decision-making–like, ‘let’s get it done tonight or tomorrow morning’ is not always possible anymore. We have more processes and all that kind of stuff that we had to build, as well.
What’s one moment from your time at Lulus that you’ll never forget?
There are many things, but the one that was early on was during Black Friday. I believe it was 2017 or ’18; I was responsible for engineering, and literally our checkout stopped working–during Black Friday. And that was like the scare of my life.
Without going into too much technical detail, we had so many orders that we had to–on the fly–make all kinds of corrections to get our checkout right. On one of the most important moments of the year!
What’s something your coworkers might be surprised to learn about you?
For some reason, some people are afraid to talk to me or interact, which is okay. Part of that I might get! But in reality, I’m actually a really nice guy and always like to listen. And I have a soft spot for puppies and babies.
Cara Fox, Creative Director
19 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has kept you here all these years?
I’ve been here for 19 years, which is pretty crazy. I like to say I started as a shop girl in the boutique because that sounds very cute, but yeah, I was a sales associate in the store that started in Chico, California. Then, I went into a photography position (we eventually hired a photographer that actually knew what he was doing). And then I became a stylist, head stylist, studio manager, art director, and then creative director.
My day kind of consists of making sure everything that is a consumer touchpoint and an internal touchpoint feels on brand. I oversee all of our e-commerce studio, graphic design, campaigns, and social shoots. Anything that you guys see, I’m making sure that it has alignment with who Lulus is and what it does. I also attend merch meetings and make sure I look at all the future product that’s being created–and I do a lot of meetings!
Nineteen years later, I’m still at Lulus because of the people; we have an incredibly talented team. It’s really been nice to see how we’ve all grown–each person, and how they’ve come through each season. What’s really great is that I get to make an environment that’s fun, nurturing, and creative, to make people do the best that they want to do.
What does Lulus’ 30-year milestone mean to you personally?
Lulus turning 30 means a lot to me because I’ve grown up alongside this brand. I was 18 when I started, and I’ve grown and seen all the talented people that have come through or are still here to make the brand what it is today, and it’s just kind of nice to see it go into that next chapter. Personally, I love my 30s, and I think they’re some of the best years of my life so far, so I’m looking forward to this.
If you could bring back one past Lulus style or product, what would it be and why?
So this is like a real throwback–and this is really for the OG’s. But at the boutique there were these screen-printed T-shirts with the old logo on them–very early Y2K. Each had a different logo: sometimes it was leopard print, sometimes it was like a Union Jack or hearts, and people went crazy over them in the town.
I actually wouldn’t try to bring those back because I had to wear them in the shop, and I remember absolutely hating wearing them because I was forced to, but now I kind of wish I had one again. Just thinking about where I was then and now, I wish I could give one to my daughter.
What’s a project or campaign that you’ve worked on that you’re especially proud of?
There are some pre-2020 that I really hold dear to my heart, but I think one of the ones I love most is after we did our IPO; a very large-scale campaign called Friends for Life, which included our first billboard activations. We went around to different cities, gave out treats, and had little parties for our customers, and that was really special to my heart because I got to do it with one of my best friends.
We really wanted to show how our customer evolves with us–through all of life, how we’re there–and I think it was just a beautiful campaign. We did a little birthday shoot, a sunset shot (which was one of my favorite shots of the campaign); it was just really beautiful to see everything come to life and actually do a large-scale campaign, which we’d never done before. Because though we are a public company, we are still kind of like a small family.
What’s something your coworkers might be surprised to learn about you?
I am a yapper, so they know a lot about me! But I think maybe one thing they’d be surprised to know is that I’m the youngest daughter, because I give off older-daughter energy.
Tiffany Steinberg, Associate Director of Customer Service
11 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has kept you here all these years?
Born and raised in Chico, California, I grew up shopping at Lulus downtown. When I was in college, I joined the Customer Service team thinking it would be a temporary job. Little did I know it would turn into a career and a journey that would shape so much of my adult life! I quickly fell in love with the people, the culture, the innovation, and the mission behind the brand. Most importantly, I fell in love with the fact that our customer is at the center of everything we do. She is our non-negotiable.
Over the last 10+ years, I’ve had the opportunity to grow alongside the company, evolving from a Customer Service representative into my current role as Associate Director of Customer Service. My team doesn’t see customers as order numbers or tickets. They see human beings, our why.
When a customer reaches out for help, our team shows up with empathy, compassion, and a sincere desire to make sure they feel heard, valued, and supported. We care deeply about the experiences we create, and we protect one another fiercely. That commitment to people, both our customers and each other, is what makes Lulus so special and why, after all these years, I’m still proud to be part of its story.
What does Lulus’ 30-year milestone mean to you personally?
This milestone feels like grit, resilience, hope, and commitment. Thirty years is a testament to the people who built this company, the people who continue to grow it, and the customers who have trusted us to be part of their lives. It feels like proof that we’re here to stay, that we believe in what we do, believe in our mission, and will continue working tirelessly to achieve it.
On a personal level, it feels like a lifetime of moments and memories. I’ve spent more than a decade of my own life here, and it’s incredible to think about the role Lulus has played in so many milestones, not only for me, but for our customers as well.
When I think about 30 years, I think about our customers’ most special moments: The memories, the stories, and the connections we’ve been fortunate enough to be part of. It reminds me that what we do is about so much more than clothing; it’s about helping people show up confidently for the moments that matter most. Most of all, this milestone doesn’t feel like an ending. It feels like we’re just getting started.
How has Lulus evolved since you first joined, and what has stayed the same?
We’ve evolved in so many areas! From site optimization, tooling, features, processes, policies, training, etc! What’s stayed exactly the same is our mission and core compass, our why we do what we do.
What’s a project or campaign that you’ve worked on that you’re especially proud of?
I don’t think I can choose just one thing! Overall, it would be ensuring our customer voice is heard throughout the broader business–what she’s saying, what she wants, how she feels–and seeing other teams take that and run with it to improve.
What’s something your coworkers might be surprised to learn about you?
Oh goodness, we have people on our team who are also approaching a decade here; it’s hard to think about what they don’t know about me! Maybe that before Lulus, I was on track to become a teacher.
What’s your current favorite birthday-worthy Lulus style?
The Makani Lime Green Satin Bustier Maxi Dress! This might be lame, but it’s because it reminds me of The Lizzy McGuire Movie where they’re dressing Lizzy for her big show and she tries on a bunch of dresses! It’s flattering, the color is gorgeous, and it’s very much giving what Isabella wishes she wore!
Michaela Vrooman, Creative Asset Manager
10 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
I really have done it all here at Lulus! I applied to customer service right out of college, working the 5am shift. Then, I was the receptionist for the Humboldt office before becoming a copywriter. From there, I moved into the studio as a stylist and then as studio operations lead. After the studio moved to LA, I transitioned into my current role of creative asset manager on the post-production team!
I never thought my fresh-out-of-college customer service job would lead to such a robust career, and I am very proud to be a Lulus OG. What has kept me here is the people, 100% the people. So many of my relationships with colleagues have turned into lifelong friendships. In fact, I met my lifelong bestie working in customer service all those years ago in our early 20s, and now we are navigating motherhood together in our 30s. Getting to work every day with people you know and truly care about makes all the difference for me.
What does Lulus’ 30-year milestone mean to you personally?
I think it shows the moxy of this company. Things have changed and changed and changed, and we are still here kicking! Personally, I feel proud to have been along for the ride.
What’s one moment from your time at Lulus that you’ll never forget?
This might be a bit of a downer, but after the Camp Fire and after the LA fires, the way we all came together to support each other has always stuck with me.
What’s a project or campaign that you’ve worked on that you’re especially proud of?
Helping open the LA studio! Even though I moved out of my studio role due to the move, I went to LA to help get things up and running. I was so proud of our scrappy little studio team setting up such a gorgeous space down there. I felt like a proud mom handing off the torch to the new studio crew.
If you could bring back one past Lulus style or product, what would it be and why?
We had this NYC Washed Black Oversized Graphic Tee years ago that is still my favorite shirt, but my kids have stained it so badly it’s now retired to a PJ shirt. I wish I could get my hands on a new one.
What’s your current favorite birthday-worthy Lulus style?
My fave is the Gelsey Dusty Blue Pleated Halter Shift Maxi Dress because I am in my comfy era and I love a dress that looks chic but is also easy to wear!
Edi Ratekin, Merchandise Planner – Dresses
10 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
I started at Lulus as a Customer Service Representative and then moved over into buying to help build the Replenishment Buying department. Planning sparked my interest as I began to work closely with that department, and after gaining experience in Merch Planning externally, I made my way back to Lulus as a Merchandise Planner. Lulus feels like home–and there’s no place like home!
What does Lulus’ 30-year milestone mean to you personally?
I can’t believe it’s been 30 years! Having been a part of Lulus for so long, I’ve had the privilege of seeing how far this company has come, and it’s incredible. I feel lucky to be part of the growth, and I’m excited to continue to be a part of the next chapter at Lulus.
How has Lulus evolved since you first joined, and what has stayed the same?
The most notable evolution I’ve seen at Lulus has been the warehouse systems and processes. I used to walk next door and help pull orders back in the day; now I would be absolutely lost in the warehouse! Even with the growth, the small company culture has stayed the same
What’s something your coworkers would be surprised to learn about you?
I’m good at juggling–both the actual skill and the daily act of balancing work, family, and everything in between!
What’s your current favorite birthday-worthy Lulus style?
The Sandri Black and Cream Backless Bodycon Mini Dress because it’s classy and timeless with a fun flare from the open back and drape detail.
Alexandrea Boyke, Brand Operations Lead
13 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
I started out in the small warehouse we had at the time, on a small returns team. I moved across the company a few times until I wound up in my current position on the creative and brand team. The main things that keep me here are my coworkers and the relaxed, fun work environment.
What does Lulus’ 30-year milestone mean to you personally?
Seeing the growth we have had from our small office and warehouse to where we are today–shipping globally, selling at major retailers like Nordstrom, Amazon, Dillard’s, and Urban Outfitters, popping up at Mall of America, and collaborating on iconic collections like The Devil Wears Prada | Lulus—it’s all been an interesting and fun ride to be a part of.
What’s a project or campaign that you’ve worked on that you’re especially proud of?
I worked on the launch of the Brianna Marquez influencer edit. It was beautiful and showcased body diversity and curve-friendly dresses on our site.
What’s something your coworkers would be surprised to learn about you?
I’m very big into my grandma hobbies and have been designing my own cross-stitch patterns.
What’s your current favorite birthday-worthy Lulus style?
The Olivian Low Back Sleeveless Mini Dress–I love a classic look and simple A-line.
Amanda Barron, Associate Manager of Creative Operations
13 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
After (almost) 13 years at Lulus, I would have to say it’s the people behind everything we do that have kept me here all these years.
I started in order fulfillment in 2013 (trying *and failing* not to spend 90% of my paycheck on clothes), followed by a stint in customer service assisting customers with everything from finding their order number to finding the perfect dress for their special occasion. While I was in customer service, I had applied for a copywriting role, which I didn’t get at first. But just as I was working my way up to a CS lead role, I was offered the opportunity in copy, spending the first few years crafting catchy product descriptions for our cute dresses. Then I was given the opportunity to lead an awesome team of writers as the copy lead.
Fast forward to now, I oversee Creative Operations. I get to utilize all the skills I’ve gained across all of my roles and years with the company, collaborating with teams across the entire organization! I get to work with people in every role and at every level, from the buying teams who meticulously curate our amazing collections, to the creative masterminds behind our stunning campaigns, all the way to the warehouse teams ensuring each customer’s order is shipped with care! The crazy thing is there are people I met my first day in the warehouse back in 2013 who I still work with all these years later.
What does Lulus’ 30-year milestone mean to you personally?
I’d say it’s a testament to Lulus as a brand and an opportunity to highlight the real reason we’re here: the customers who have been loyal to us all these years.
After years of writing product descriptions for many of the products we’ve carried over the years, I’ve seen trends come and go, and come back again, but our amazing creative teams always know exactly how to put their own unique spin on it and make it distinctly Lulus.
I’d like to think that’s why customers keep coming back; they know that no matter what phase of life they’re in or what event they’re celebrating, Lulus will be there with the perfect dress to celebrate alongside them!
What’s a project or campaign that you’ve worked on that you’re especially proud of?
The Fall It List campaign we did in 2025! Not only because I love fall fashion and the styling and photos were stunning, but it was one of the first brand campaigns my friend and co-worker got to write brand copy for, and she hit it out of the park! We had worked alongside each other as copywriters for years, and she had recently moved into the brand copy role. I just remember feeling so proud to see her really show her talent and truly shine in her new role. She knows the brand voice so well.
If you could bring back one past Lulus style or product, what would it be and why?
The Hot to Crop Black Off-the-Shoulder Crop Top (product ID 201018)! It’s been a staple in my closet for years, and I still wear it to this day. It’s such a nice thick, stretchy ponte knit and is just smooth and flattering while still comfortable, and the cut is great because it can be layered and styled casual or dressy. I was so stoked when I found one secondhand because we hadn’t carried it in years, and although it was still in shockingly good shape after years of wash and wear, I knew I’d have to retire it eventually. But now I have a backup!
What’s your current favorite birthday-worthy Lulus style?
The Sandri Black and Cream Backless Bodycon Mini Dress–it’s a classy, chic silhouette with a modern twist to make it a little more enticing and unique. I just love anything with a high neck, low-back design. Plus, the scarf detail is just *chefs kiss.*
Giovanna Wasden, Operations Agent
11 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
I started in the returns department in the Chico, CA warehouse. I instantly became friends with so many people in my department and throughout the warehouse. After returns, I was a lead in Vendor Compliance, where I gained experience in leadership and building connections with vendors and employees outside the warehouse. Eventually, I made my way to the Customer Service Operations team. This has been my favorite position so far. In this position, I’m essentially a bridge between our warehouse teams and our customers. I enjoy helping both sides feel supported. Even working remotely, I get to engage with friendly and supportive team members! I love the culture, people, and overall sense of belonging that Lulus offers!
What does Lulus’ 30-year milestone mean to you personally?
I used to shop at the Lulus store in downtown Chico before it was online. It was such a trend to have the oval pink Lulu*s sticker! I have so many memories in the Lulus warehouse locations all over Chico: I met my now-husband at Lulus, and I have made so many friends that I still keep in touch with today. It’s always felt like more than just a job to me; the community has always felt special. Witnessing the growth from a small warehouse to what it is today feels truly magical!
How has Lulus evolved since you first joined, and what has stayed the same?
Lulus has changed so much externally, yet the true constant has always been our collective tenacity.
If you could bring back one past Lulus style or product, what would it be and why?
I had to dig through my orders to find this one: I sadly donated the Yours Tule Black Floral Print Maxi Dress. It came in burgundy and a mauve tie-dye color; I had all three. I always received so many compliments, and they were super comfortable and cute. I wish I had never let them go!
What’s your current favorite birthday-worthy Lulus style?
The Casey Brown Polka Dot Halter Ruffled Maxi Dress! It’s fashionable, chic, and an edgy take on polka dots with the ruffles.
Stephanie Rutherford, Director of Buying
12 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
I started my journey at Lulus 12 years ago. At the time, the company had fewer than 100 employees, and it truly felt like we were building something together.
After about six months in Customer Service, an opportunity opened up for a Reorder Buyer position. I remember what a big deal it was; nearly everyone in the company seemed to apply for it, and I was fortunate enough to be selected for one of the two openings. From there, I continued to learn, grow, and take on new challenges, steadily advancing through the organization. Today, I’m proud to serve as the Director of New and Reorder Buying.
People often ask why I’ve stayed with Lulus for 12 years, and the answer is simple: the people, the opportunities, and the brand. Throughout my career here, I’ve been given countless opportunities to learn, grow, and develop as a leader. I’ve worked alongside incredibly talented people who have challenged and supported me along the way. And most importantly, I genuinely care about Lulus, our customers, and what this brand represents. Being part of its growth and success has made this much more than just a job. It’s been a meaningful part of my life and career.
What does Lulus’ 30-year milestone mean to you personally?
Lulus reaching its 30-year milestone means so much to me. Having had the opportunity to contribute to the growth and success of this company for the past 12 years fills me with a deep sense of pride, accomplishment, loyalty, and gratitude.
Lulus represents so much more than just clothing. It’s a brand that helps people celebrate some of life’s most meaningful moments, while fostering a culture built on passion, creativity, and connection. I’ve been fortunate to grow alongside the company and witness firsthand the impact we’ve had on our customers and each other.
I’m incredibly proud to be part of this journey and excited for what the future holds. Cheers to 30 amazing years and to the next 30 years of growth, innovation, and making memorable moments for our customers!
How has Lulus evolved since you first joined, and what has stayed the same?
We have so much more data and stronger processes today, which helps us work more efficiently, while also giving us deeper insights and more complex opportunities to navigate.
The biggest thing that has stayed the same is the heart behind the people. When I first joined Lulus, it truly was all hands on deck. There were moments when the entire office would drop what they were doing to help process orders because that’s what the business needed. That willingness to jump in and support one another has always stood out to me, and it’s something I’ve tried to carry forward with my own team. No task is beneath anyone when we’re working toward a shared goal.
What’s something your coworkers would be surprised to learn about you?
I have a Bachelor’s degree in History and fully expected to be teaching in a classroom one day. Needless to say, my career story took a very different chapter!
What’s your current favorite birthday-worthy Lulus style?
The Gelsey Dusty Blue Pleated Halter Shift Maxi Dress–I love the color and shapeless silhouette (very on-trend and flattering for most bodies).
Sarah Oiler, Associate Director, HR Partner
10 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
I started at Lulus in 2015, when we had about 250 employees. Our HR department was a one-woman team at the time, and the company was experiencing some very rapid growth. I joined as an HR Assistant and hit the ground running almost immediately! I’ve been incredibly lucky that the majority of my career growth has been here at Lulus, and I’ve had the opportunity to accomplish many milestones I’ve had mapped out for myself.
Something I’ve so appreciated throughout my time at Lulus is that, regardless of what it was, I’ve always felt as though leadership has trusted and believed in my skills. There have been countless times in my career I have had to tell my leaders, “I’m excited to work on this, but you should know, I’ve never done this before”. The response has consistently been “what do you need to feel supported?” instead of finding another option. That helped me build confidence in myself and feel comfortable with being vulnerable in a work setting. It’s a work environment I feel I’ve been able to thrive in, and I’m thankful to have found that!
What does Lulus’ 30-year milestone mean to you personally?
I identify with the Lulus girl! The fact that she is turning 30 while I am in my 30s is so cool, and also highlights our concept of Lulus being with me for “all of life’s moments.”
What’s a project or campaign that you’ve worked on that you’re especially proud of?
I’m particularly proud of the work I contributed to Lulus’ Paid Parental Leave policy. For many workers in the US, the time off taken while welcoming a new baby is unpaid, and that can add an exceptional amount of stress to an already major life adjustment. I have seen the reaction on an employee’s face when they find out that the leave they are taking to grow their family will be financially supported, and it has been life–changing news for some. It’s made me proud to work for an organization that prioritizes meaningful benefits, and I’ve been even prouder to say I played a hand in developing a program that has had such impact.
What’s one moment from your time at Lulus that you’ll never forget?
At one point, we rolled out new software that did not go as planned, and it had a major impact on our warehouse. It was all hands on deck to continue getting orders shipped out, and I took several late–night shifts on the Fulfillment team to help out. It was an extremely busy time, but a blast to switch it up and see what life in our warehouse was like!
What’s your current favorite birthday-worthy Lulus style?
The Makani Lime Green Satin Bustier Maxi Dress: It’s an attention–getter with Leo energy, and a stunning summer color.
Amy Kunkel, Manager, Brand Media and Partnerships
13.5 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
I started working at Lulus right out of college, less than a year after graduating. I began in customer service, spent some time in fraud prevention, and then transitioned to our marketing team. I spent several years helping manage our social channels and community engagement, supporting contests and sweepstakes, and helping plan and execute influencer events at New York Fashion Week (shoutout Lulus Style Studio!) and in Los Angeles. Eventually, I moved to the performance marketing team, where I’ve led brand partnerships for the past several years.
The people and my love for the brand are what have kept me here all this time. I made lifelong friends during my early years at Lulus. Traveling to New York and LA together for events was such a bonding experience. Even though some no longer work here, they’ve been part of major life moments, like my bachelorette party, wedding, and baby shower, which means so much to me. I’m incredibly grateful for those relationships and friendships. It’s been a whirlwind 13+ years, and Lulus is truly a unique brand and a special place to work.
What does Lulus’ 30-year milestone mean to you personally?
Celebrating Lulus’ 30th birthday is a testament to how special the brand truly is. I shopped at the Chico storefront when I first moved there for college, wore a Lulus dress for my college graduation, a Lulus wedding dress for my elopement, and had all of my bridesmaids wear Lulus for my wedding celebration.
It’s meaningful to have been part of a team for over 13 years that continues to evolve while staying true to its core values and serving our customers who have grown up with us. The 30-year milestone is a reflection of the people behind the company: the teams, founders, and all of the employees who have all contributed over the years. I’m proud to have been part of that for more than a decade and to have played a small role in its continued success.
What’s one moment from your time at Lulus that you’ll never forget?
My first trip to NYC for Lulus Style Studio! It was in NYC during fashion week, and we brought together some of our favorite brands with hundreds of style bloggers for a night of styling, beauty, and giveaways.
What’s one project or campaign that you’ve worked on that you’re especially proud of?
The first Lulus on Melrose pop-up in 2019. For eight days in L.A., we set up shop on Melrose with a huge pop-up featuring custom cocktails, coffees, Milk Bar treats, and getting to meet so many stylish Lulus shoppers IRL.
What’s your current favorite birthday-worthy Lulus style?
I love the Casey Brown Polka Dot Halter Ruffled Maxi Dress from this collection. I’ve been especially drawn to brown tones lately, the polka dots feel very on-trend right now, and the ruffle detail adds just the right amount of feminine touch.
Sara Steele, VP of HR
17 years at Lulus
Tell us your Lulus story. How did you get started here, what is your role today, and what has inspired you to stay with the company over the years?
I joined Lulus during an exciting period of transformation, when the company was in the early stages of transitioning to an e-commerce-only business. As the business grew rapidly and our team expanded, I saw an opportunity to help create the structure needed to support that growth while preserving the positive, collaborative culture that made Lulus so special. I volunteered to build the company’s HR function from the ground up, and over the years, I’ve had the privilege of growing our people strategy alongside the business.
Throughout my career, I’ve partnered with leaders across the organization to attract, develop, and retain exceptional talent while designing the policies, processes, and programs that help our teams succeed.
Lulus has also been an incredible place for my own personal and professional growth. During my time here, I’ve earned my bachelor’s degree, achieved my SHRM Senior Certified Professional (SHRM-SCP) credential, and welcomed three children. Through each milestone, I’ve been fortunate to have the unwavering support of my leaders and colleagues. That support has made Lulus not just a place where I’ve built a career, but a place where I’ve grown as both a leader and a person.
What does Lulus’ 30-year milestone mean to you personally?
Contributing to the early stages and long-term growth of a 30-year brand is a huge accomplishment for me personally. Being born into a generation where long tenures are becoming less common, I am proud to say that Lulus has helped me build my career from the very beginning. I’ve learned from each and every person I’ve worked with, and they have helped shape me into the person I am today, professionally and personally.
I am proud to see that so many wonderful elements of Lulus culture that came to life organically in the earliest years are still thriving today, in large part due to those who have chosen to grow their careers here alongside me. The brand has grown, evolved, and overcome many challenges over these 30 years, but our Core Values have remained consistent–that’s something we all should be proud of.
What’s one moment from your time at Lulus that you’ll never forget?
There are so many I’ll never forget, and of course some I’m not allowed to share (HR life), so this is tough! One that comes to mind: When the warehouse had a significant roof leak, our core value “All In” came to life. Employees across all departments pitched in to move inventory and prevent damage; our CEO was there mopping up water, employees from corporate teams helped fulfill orders to ensure our customers still received their items on time, etc. There were no “that’s not my job” comments made, which is truly the foundation of Lulus’ culture. There are many, many more examples of this that I’m sure other OGs can recall as well, but it’s truly a special thing to see even during challenging times.
Honorable mentions: Celebrating Lulus’ IPO at Nasdaq in NYC in 2021, and the time HR hired and onboarded hundreds of new employees during a year we experienced explosive growth (Lulus has the best HR team ever, by the way).
How has Lulus evolved since you first joined, and what has stayed the same?
Since I first joined in 2009, Lulus has evolved immensely in terms of the talent we’ve welcomed onto the team who’ve contributed to our successes. We’ve learned together as leaders and evolved from a small unstructured start-up brand to a much more efficient, structured organization. However, what has stayed exactly the same is the LuCrew’s heart and focus on our customers. Every decision made leads back to the customer and our collective love for the Lulus brand.
What’s your current favorite birthday-worthy Lulus style?
I’m loving the Tabatha Light Pink Floral Jacquard Midi Dress. It’s effortlessly elegant. The perfect dress to celebrate in!
We want to hear your Lulus story! Share your Lulus moment on Instagram or TikTok @Lulus —and head to our Dresses Shop to shop celebration-ready styles!
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