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Tuesday, February 7, 2017

Empowered Women Become Their Own CEOs

Amy Goshorn with her dress form "Marge"
This was my dad’s advice:

Son, don’t ever think of yourself as an employee. Think of yourself as an independent business. Remember, you are in control. You have many clients. If you think this way then you will never be without an income.”

He was right. And Amy Goshorn and Sara Smith are proof.

Amy Goshorn is the newest LuLaRoe consultant in town. Now for those of you not in the know, LuLaRoe is a multi-level marketing company that sells women’s fashions and is moving into children’s and men’s fashions. And they are wildly popular.

Multi-level marketing businesses have traditionally focused on certain realms like the kitchen, cosmetics, health — and now fashion.  So why would someone want to get involved in a multi-level marketing business? What’s the appeal? Is it the money? Or is it something else?

First, though, there is a bit of a narrative pattern. A person feels restless or dissatisfied with something in her current situation. She starts thinking about a change. An opportunity arises. Then there is a crisis of decision. And then things happen.

That is Amy’s story. She says, “I got into this routine of working at my jobs, taking care of the kids, my husband, the house. It became this routine.” Then she bought a couple of pieces one day at a LuLaRue Pop Up sale and was hooked. She liked the comfort and the style, but there was something else. It turn out that her “why” is about the empowerment of women. She is in charge of her business, her life. She decides.  She says that the company “empowers us to be CEOs of our own businesses. Inevitably, that is my goal, to own my own business.”
This is an advertisement. 

Now I have known women who were representatives for other multilevel marketing companies but I have never heard anything like this. Amy says that she is “emotionally invested in LuLaRoe, not so much at her other jobs.” Don’t get her wrong. She likes what she does, but she is not emotionally invested in it. As it turns out, people who are emotionally invested in their professions or jobs get more satisfaction from the work. They see a larger purpose and that they play a significant role in affecting someone’s life.

Goshorn says, “They (LuLaRoe) talk about serving others, serving your community. I never really thought of work that way. I get that now. I want to help women look their best and be comfortable. For example, I have a customer who has a feeding tube and she claims that these are the only clothes that she can wear.  I have another customer who wears an insulin pump and these are the only clothes that she feels comfortable in.” But women claim that these clothes just make them feel different, feel better about themselves and their bodies. And that has made an impact.
Part of Amy Goshorn's home office/shop
This change of attitude has energized Goshorn to take risks. And she is having fun along the way. She is now more thoughtful, perhaps more mindful about people.

“Convincing my skeptical police officer husband was not as hard as I thought. He researched them and if he says it’s a decent company then it is,” she says. It is. And Chris Goshorn is a partner with her in this endeavor. You will find him unpacking boxes, sorting articles of clothing, packaging items to mail, and helping with whatever she needs. This new endeavor has encouraged her to be more reflective on her personal growth and think about how she wants to grow. Husband Chris says, “It’s making her a more enlightened, happy person. If you had told me six months ago as I was retiring from the police department that I would enjoy unpacking boxes, sorting clothing, promoting, and be excited about it, I would question your sanity.” 

Sara Smith is the first consultant in Fort Thomas and her story follows the same narrative arc. She discovered LuLaRoe in April of 2016.  At first she didn't give it much thought.  Then she bought something. Smith says, “They were modest pieces of clothing that I had been trying to find in the stores without success. I have two little girls that I want to set a good example for.  I starting buying pieces and quickly fell in love with how comfortable but fashionable I felt. Gone were the days of my black yoga pants and sports tee shirts. I loved the confidence I had gained that had been lost through two pregnancies, injuries, and weight struggles over the years. “ 
Sara Smith models what she sells.
Then came her crisis of decision. Smith says, “I pondered it for a month before asking my husband his thoughts on me signing up to become a consultant.  With working full-time at Children's Hospital and two young kids I knew I'd need his help.  He was very onboard and I became an official consultant in July 2016.  When I had my open house, the decision came full circle.  All the doubts of if this would be worth it was wiped away when I saw someone who had struggled with weight issues try on the clothes for the very first time.  She lit up in a way that I had never seen.  She was smiling at herself in the mirror and was excited.  I cried later that night and still do when thinking about it.  THAT was what I felt inside and to see that translated through another human being was exactly why I wanted to do this....I have more self-confidence and a higher self-worth. I am a small business owner essentially and if said that's what I would have been doing a year ago I would have called you crazy.” 

Amy Goshorn has changed the way she views herself. She is in charge she and is happy with the outcome. This is not work.  And Sara Smith feels the same. They are in charge because they dared to see themselves differently.

Life is full of risks, but taking that step to look at the world and yourself a bit differently can change everything. And that’s empowering.

Amy Goshorn will have Pop-ups at:
Mint Yoga — February 11: 1:30 - 3:00.
Midway —February 25 for Small Business Saturday: 11:00 - 4:00 with 10% of proceeds going to Woodfill's Big Top program.
You can contact her at

Sara Smith holds monthly open houses at her home and monthly online shopping opportunities. Her next open house will be on February 11: 2-5 at 1215 North Fort Thomas Ave. You can contact her at

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