And what strikes viewers in the one interview the founding pair granted this project is their serene, unruffled attitude of being the recipients of great blessings, even after we already know there are deep cracks in the business’s foundation. They, along with various former and current associates, are among those who speak to the camera. Not that the Stidhams seem to mind, or notice.
It also wrecked lives and relationships along the way. This structure, which the Washington State Attorney General, in a settled lawsuit, alleged was a pyramid scheme, made the couple at the top very rich.
Their LuLaRoe garments - named for three of their granddaughters and famed for comfort and colorful flair - were noticed and loved because of the manner in which they were sold, direct to consumer from representatives who leveraged personal relationships or social-media microfame. DeAnne and Mark Stidham, the founders of the women’s apparel company LuLaRoe, found more success selling a dream than running a consistent and easily scalable business.