Jamie Lauren and LURE

Jamie Lauren has created a unique niche in the fashion industry by designing apparel for women that utilizes luscious fabrics in sophisticated and sexy styles which work well for day and evening wear.

“Today’s professional women don’t have time to put on a whole new outfit for dinner,” said Lauren, “This is one reason why our fashions are so popular with celebrities. They get up early and work all day – and when they’re filming, the demands are even more rigorous. Actresses can cruise onto the set wearing a LURE top with jeans and flip-flops and later they can throw on their heels, add some glam accessories, and they’re ready to go for the evening.”

Hilary Duff, Shakira, Kelly Ripa, Giuliana DePandi, Rosario Dawson, Tyra Banks, Bijou Phillips, Samaire Armstrong, Paris Hilton, Rihanna, and Kristin Cavallari are just a few of the celebrities who wear LURE.

Passion and an inborn skill in fashion design and coordination propelled Jamie through her childhood. She started designing for family and friends at the age of ten, purely for the enjoyment of it. When her brothers began noticing members of the opposite sex, they sought her advice on their attire each morning before setting out for school.

Lauren’s abilities as a designer began to soar when she entered FIDM (The Fashion Institute of Design and Merchandising in Los Angeles). There she acquired the technical knowledge that allowed her to excel in the field that she loved. Assisting and then becoming a stylist for Hollywood’s celebrity community was the final transition before she started her own clothing company.

Jamie established LURE with a successful line of garment-dyed cotton t-shirts. She created a unique and popular fashion twist – “tees” that could be worn in many ways. Those early garments evolved to more sophisticated and alluring fashions with designs that are grounded in today’s culture. LURE clothing offers a subtle view of the future, yet creates styles that are timeless. “We strive to create apparel that stands the test of time. Our designs are unabashedly contemporary, yet not so trendy that you would buy it, wear it once or twice, and then stare at it in your closet wondering why you ever bought it in the first place,” said Lauren.

Jamie blends couture and street fashion into a style that goes from day to night. Versatility and affordability pervades her design philosophy and she stresses, “quality always prevails over price.” Her tops are worn over jeans or over tuxedo slacks, front-to-back or back-to-front. Prices have to be reachable by her peers, and everything is manufactured in California in order to maintain strict quality control.

Her designs are being worn by and have become the choice of many top celebrities in the entertainment and sports communities. LURE clothing is frequently featured in top trade and consumer magazines, and is also heralded on top television programs.

“Feeling good about oneself is what we are all about,” said Lauren, “And the presentation of a self-assured woman in LURE clothing is what our line promotes.” She wants every woman to be empowered by today’s fashion agenda, while still presenting herself with an individualized look that reflects her sentiment of the day.

Beyond expressing her fashion view, Jamie has two overriding motivations for having started LURE. She hopes to evolve LURE into a fashion company “incubator” wherein other talented individuals can create and flourish with the collaborative efforts of a team. Additionally, she wants LURE’s success to enable funding a substantial research foundation to develop a cure for Leukemia, and to provide assistance for the families of loved ones affected by cancer. Jamie feels especially committed to this cause because she lost her older brother, Brett, to the disease.

Since the San Fernando-based company was founded in 2002, the number of employees has climbed from 3 to 17. Sales increased 145% in 2005 vs. 2004, and are projected to increase 250% in 2006 vs. 2005. Both American women as well as consumers in other countries appreciate Jamie’s business mission and her stylishly versatile designs.