By Tyler Martin
Known as the “headband queen” and an “embellished artist,” Lisa “Lele” Sadoughi has built a glittering empire one accessory at a time. During a recent talk, the Lele Sadoughi founder gave us an inside look at her career journey, brand philosophy, and the secrets behind her dazzling success.
Sadoughi didn’t start out in design — she studied advertising at the University of Texas. Her background in marketing still plays a huge role in her job today. “I’m dressing the girl who changes her outfit every day,” she explained, highlighting how understanding your customer is so important in creating pieces that resonate with her specific, niche audience. Before launching her brand, Sadoughi created J.Crew’s first-ever costume jewelry line, a special milestone that taught her the importance of learning procedures and guidelines at bigger companies before branching out on her own.
After years in the industry, she found a void in the market and knew it was time to create something very unique. Lele Sadoughi, now a go-to name for statement accessories, was born. Her Texas roots heavily influence her designs. “People here are colorful and take the time to look nice,” she said, explaining that growing up around bold colors and people who are thoughtful about getting dressed, helped her define her brand’s aesthetic. Today, she finds her markets not just in New York, but in Texas and California too — each offering its own specific vibe.
Celebrities like Kate Hudson, Zendaya, and Jennifer Lopez have all been spotted wearing Lele Sadoughi pieces, but Lisa pointed out that the barrier to entry in fashion has shifted. With Instagram and other social media platforms, it’s easier for brands to gain exposure without relying solely on magazines and celebrity stylists.
Partnerships have also played a key role in expanding her brand’s reach, with collaborations ranging from Lilly Pulitzer and Barbie to Chloe Wines and Revive. These “lateral partners,” as she called them, help create fresh excitement while staying true to the brand’s DNA.
When asked how she keeps the brand “cool,” Sadoughi emphasized the importance of constant evolution. “You have to keep evolving. I’m already thinking about next year.” Her creative process includes traveling, visiting museums, hunting for vintage treasures, and browsing sites like Etsy and eBay — always staying inspired by unexpected color combinations rather than looking at other accessory brands.
Her openness to growth was especially evident during the pandemic. When COVID-19 hit, Sadoughi pivoted to creating medical-grade face masks — selling a record-breaking 6,000 masks in a single day. “When you have that generation, confidence is really huge,” she said, crediting a strong belief in herself and her slow-and-steady work ethic as crucial to her success.
Above all, Sadoughi believes in letting the business dictate its growth. She bootstrapped her company, never taking outside investment, which gave her the freedom to grow at a slow but steady pace without pressure to expand too fast. “Decide what your business is,” she advised. “Stay focused, and stay confident.”
From jeweled headbands to bold statement earrings, Lele Sadoughi proves that with vision, creativity, and grit, you really can build a sparkling world of your own.
