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Hidden Gems: Meet Lucretia Kinzie of Estelle Lux Collection

Today we’d like to introduce you to Lucretia Kinzie.

Hi Lucretia, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I was born in Denver but grew up in Sterling, Colorado. After graduating high school in 2010 I decided to move back to Denver and attend MSU. A couple years later I moved to LA and quickly moved back to Denver. Fast forward to 2019 — I was getting constant compliments on my skin. Always getting asked what lip products and skin products I use. I would be promoting other brands daily. This really pushed me to start my own beauty brand. Instead of promoting and having others support another brand why not create my own. And I did just that!

I started this business in November 2019 and did not officially launch until May 2020. Due to COVID-19 the launch of Estelle Lux was pushed back several times. Production had stopped for months and there was literally nothing I could do but to just wait it out. I truly believe the pandemic helped me go harder to have a successful launch. During the time that products weren’t being produced, I was really working hard on the back end of the business. I would spend many sleepless nights planning out months of content and marketing strategy for Estelle Lux.

I took a 10-week business marketing class to make sure my social media platforms and website were perfect. I even changed my logo and packaging four weeks prior to the launch date because I just wasn’t satisfied. I finally launched Estelle Lux on May 26, 2020. I hit my sales goal for June in just two hours of the launch. I couldn’t believe it! Currently, Estelle Lux has 15+ plus lipsticks, including matte and lipgloss. We have 5+ lip liners and one eye shadow palette. In 2021 we will be adding five new products, including make-up accessories and lip scrub. We expect 2021 to be an exceptional year not just for Estelle Lux but for many other small black-owned businesses.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Estelle Lux was supposed to launch in February 2020, but due to COVID-19, production was delayed. Launch was pushed back almost four months. Other than that, the only other challenges would be just really trying to figure out the branding and marketing look I wanted. I wanted to make sure it was universal and unique. I changed the packaging so many times, but that was the fun part.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Estelle Lux Collection is a black-owned beauty brand in Denver, Colorado. We specialize in lipsticks and eye shadow palettes that are inclusive to all skin tones. We will be adding more beauty products to the collection in 2021. What sets us apart from others is how personable my brand is. I genuinely want to get to know my customers and know more about their beauty needs and wants. It makes my entire day when I receive messages from women all over the world thanking me for making them feel confident just by simply wearing lipstick. I had a customer who messaged me and told me, “your products make me feel so pretty in quarantine”. I love when customers send their selfies of photos wearing the lipsticks. If I can just make a small impact on someone’s life by simply bringing out their inner and outer beauty I have done my job. I am proud of my entire brand from the packaging, quality, website, and branding photoshoots. My website is very well put together. It took me six weeks to build and I was very meticulous with how I wanted it to look. I didn’t want it to look like a small business website. Also, the quality of my products are exceptional. The quality is just like any other beauty brand in the stores if not better!

Is there anyone you’d like to thank or give credit to?
My support system has been amazing throughout this journey. First and foremost, my Lord and Savior Jesus Christ. I would not be where I am today without him. Faith has kept me! There were many nights where all I could do was just pray! I am nothing without him! My amazing boyfriend DJ has seen my many emotions during this process and he is truly my number one fan. My sister Cherokee and brother Jerry, who play many roles in my life have helped me stay sane and on the right path. My cousins and my girls they have been there for me since the beginning. They give me advice and have helped me stay the course. They all see my vision and understand that I building generational wealth for our family.

Contact Info:

Image Credits:
Dre Lamar Photography Angela Renae – MUA

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