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Is LuLaRoe a Mormon Company?

By , October 18th, 2016 | 11 Comments »

is LuLaRoe a Mormon Company
If you keep up with new trends you’ve probably heard about LuLaRoe, a new multi-level company in the United States. LuLaRoe was founded in 2003 by DeAnne and Mark Stidham. The company was formed in Utah and sells children and women’s clothing through a network of consultants.

LuLaRoe is similar to many other multi-level marketing companies in the fact that it was founded in Utah. Many of the companies that exist similar to LuLaRoe are formed in Utah by Mormon owners. With that knowledge, you may be wondering, is LuLaRoe a Mormon company?

Is LuLaRoe a Mormon Company?

Yes and No. LuLaRoe is owned by Mormons, but not all its consultants are Mormons. LuLaRoe consultants sell products using social media websites like Facebook, Instagram, Twitter and email marketing. Consultants also have “pop up” boutiques or home-based selling parties, much like Tupperware or Mary Kay.  LuLaRoe was simply founded by two members of the Church of Jesus Christ of Latter Day Saints (the Mormon Church).  Although interest in the company is broad and diverse, LuLaRoe’s business model is more conductive to a traditional domestic family arrangement practiced by Mormons.

1. The Founder is a Member of the Church of Jesus Christ of Latter Day Saints

deanne-stidhamDeAnne Stidham is the founder of LuLaRoe. She owns the company jointly with her husband Mark. She and Mark are members of the Mormon faith and her faith is reflected in the modesty of the clothing LuLaRoe sells. Stidham said that she wanted to create comfortable, modest clothing for women who were not satisfied with clothing options at larger, more traditional retailers. This is one way in which LuLaRoe is a “Mormon” company: the value of modesty is built into the type of clothing – cut, colors and fabric sold by the organization.

Related Articles:

Is LuLaRoe a scam?
What is the LuLaRoe Business Model?
What Does it Take to be a Successful LuLaRoe Consultant?
Commonly Asked Questions About Being a LuLaRoe Consultant
Is LuLaRoe Worth The Price?
Is LuLaRoe a Mormon Company?
LuLaRoe Startup Costs
Is LuLaRoe a Pyramid Scheme

2. LuLaRoe Is Widely Searched Outside of Traditional “Mormon” States

One way to gauge whether a company operates within a particular religious context is to determine where interest in the company is coming from.  If LuLaRoe were primarily a “Mormon” company then search traffic for the company would primarily come from Utah or other areas of the country inhabited by members of the Mormon faith.  Google search trends indicate this isn’t the case. For example, LuLaRoe search trends are higher in West Virginia, Alaska, Maine and Iowa (see screen grab below). None of these states are considered “Mormon” in the way that Utah is.


3. LuLaRoe is Designed for Women Who Are Not in the Labor Force

The LuLaRoe is explicitly designed for women who are not in the paid labor force. This is similar to other multi-level marketing companies like Mary Kay, Tupperware or Avon. Each of these companies is designed for female homemakers. Mormon women are more likely to be homemakers so LuLaRoe has a special appeal to this group of people.

When it comes to whether or not LuLaRoe is a Mormon company, the answer isn’t black-and-white. Yes, the company was founded by people of the Mormon faith and the company shares those ideologies. However, not all LuLaRoe consultants will be Mormon or share the Mormon faith and there is substantial interest in the company outside of traditional Mormon areas of the United States.

For more on this topics, read is LulaRoe worth the price and is LuLaRoe a scam?

If you like this posting, please share it on social media or leave a comment below.

Photos: Jill O’Hanlon and wild_cherry_1228

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  • Hillary Muff says:

    Who cares if they are Mormons though? It’s how the business works matters right?

  • Alexa Mason says:

    I think the issue is that some people are prejudiced against the Mormon church and don’t want to get involved with them because of their religion.

  • Pam Tatge says:

    Lots of Mormons live outside of Utah! Mormons send missionaries world wide. How could a company selling any percentage of products outside of Utah ever be used to help prove or disprove that a company is Mormon?

    • Alexa Mason says:

      Pam – thats basically correct. What we wanted to do was make a rough evaluation of whether or not the company was a “Mormon” company. By and large members of the Church of Latter Day Saints are more LIKELY to live in Utah – so its not proof, its just an indicator.

      • Bethy says:

        “By and large members of the Church of Latter Day Saints are more LIKELY to live in Utah”

        That is so incredibly incorrect. First, it’s the Church of JESUS CHRIST of Latter-day Saints. The improper use of the name of the Church says a lot about your opinion. Second, it’s simply untrue that members of the Church are likely to live in Utah. Do a little fact checking, huh?

        All of that is rather meaningless considering LuLaRoe has nothing to do with the Church. Just because the founders are members, that doesn’t mean the Church has anything to do with it. By your logic… people would refuse to listen to say… music legend Gladys Knight. Why? Because she’s Mormon! Yes, she is… really. Do people refuse to listen to her or attend her concerts because of it? Of course not. She’s a legend and even after converting, she still held on to her deep Gospel music roots, and conducts a choir of made up of Mormons singing more traditional Gospel music. It’s amazing. But if someone was a fan of hers before she converted…but not after… why? Her music hasn’t changed. She hasn’t changed… it’s about somebody else’s prejudices and misinformation and failure to fact check.

        Let’s back to that whole fact checking thing as it relates to your opinion. Source: http://www.mormonnewsroom.org/facts-and-statistics

        The Church has about 15.9 million members all over the world. Only a tad over 2 million of those members live in Utah. Now, Utah has a population of over 3 million. That means only 2/3 (give or take) of the people in Utah are members of the Church. But that does NOT mean (as you stated) that the majority of members of the Church live in Utah. Not so…not even CLOSE. Less than 13% of the members of the Church live in Utah. And, that number is dropping quickly, because a lot of people are moving to Utah who are NOT Mormon. Even more? The majority of members of the Church don’t even live in the US. That’s right… only 6.6 million of the 15.9 million live in the US. That means (basic math here) about 9.3 million members of the Church live outside the US.

        Any more incorrect facts you wants to throw out there?

        • Alexa Mason says:

          The majority of the population of Utah are LDS. If you compare the population of the US state by state, you’ll find that Utah has the largest percentage, by population, of Mormons.

        • Christina says:

          Bethy, please use sources not from your cult to prove that more members of your cult do not live in Utah.

          • T says:

            Whoa! Calling someone’s religion a cult?? You mam are no lady and have no class. Btw any religion could be considered a “cult” if you don’t like that they are owned by lds members then don’t buy it! Trust me you won’t hurt their feelings or their buisness hahaha! You need to meditate, pray or whatever you do to get yourself on track because your definitely off sweetie! Best wishes to you in your negative journey!

  • Gretchen Guajardo says:

    This is a MLM, also known as a pyramid scheme. They have a F rating with the Better Business Bureau. There are many complaints about them online. The main one is for horrible customer service. Be very cautious with this company. Do your homework.

  • Bethy says:

    The founders may be Mormon…but the company itself is NOT Mormon or owned by the Church of Jesus Christ of Latter-day Saints.

  • Family Psychiatrist says:

    I’ve been involved with LuLaRoe for a couple of years. Truth be told, you can make very good money if you drop everything else in your life and put 100% of your time into it. With that said, who is willing to sacrifice it all? A hard decision for the Moms this business targets for recruits. Husbands have quit good careers to make it work as a family business and they are doing very well and making lots of money. It’s a big step and risk that Deanne and Mark loves to see. Shows commitment they say.

    The biggest down fall is Deanne’s constant meddling in her consultants personal lives and affairs. She and Mark are basically bullies to both their own family members, those involved with the business, and those they work with.

    Nepotism runs rampant throughout the company, often times throwing good business decisions to the wind while promoting their “family business”. They threaten consultants constantly to withhold their bonus checks if they are caught in public not wearing the LuLaRoe brand, making any kind of perceived negative comment or not attending forced meetings outside the consultants home town or state.

    Deanne and Mark claim to subscribe to good “Mormon” values. Yet they’ve done very little to show proof of Christian belief in the way they treat others and promote their company.

    Bottom line, it’s about the money and how hard they are allowed to bully people who are not their employees, but independent contractors. The law should look more closely at the way they conduct business and not the structure of the business.


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