If you’ve stumbled across Liz Ashley on Instagram, there’s a good chance you stopped scrolling. She looks like one of those girls who has it all figured out—but scroll a little further, and it’s clear she’s not selling perfection. She’s sharing the kind of stuff most people are too filtered to admit. That’s what makes her stand out.
Liz Ashley, or as some of you may know her, Elizabeth Ashley Herndon, is a southern-born entrepreneur and lifestyle creator who’s quietly building a movement. She’s the founder of @lumiwear.co, a shapewear and athleisure brand for women who are done with compromise. Functional and flattering, Lumiwear’s pieces are designed to support—not shame—real bodies, real routines, and real confidence. Think: outfits that hold you in without holding you back.
Lumi Wear is gaining traction across Amazon and Shopify, and since the launch, her DMs have been full of messages from women who finally feel seen, stylish, and strong without squeezing into someone else’s standard. Her pieces are functional and flattering.
However, Liz Ashley’s story doesn’t come with a flashy Shark Tank pitch or a million-dollar launch. It started the way most real things do—messy. “When you’re starting a business, you face everything,” she says. “The trick isn’t avoiding failure. It’s pivoting, learning, and staying consistent when no one’s clapping yet.”
That blend of honesty and grit has helped her build not just a product, but a platform. Lumi Wear is growing—soon to expand into sporty apparel for golf, health, and other active lifestyles—but so is her presence as a voice in the wellness and business space. Between posting behind-the-scenes business tips and cracking jokes, Liz keeps it real. Always.
And that, she believes, is where social media is headed.
“It’s not about having millions of followers anymore,” she says. “It’s about trust. People want realness, relatability, and creators who know their niche. Niche is the new fame”
Her approach? Start before you’re ready. Post before it’s perfect. Show up even when you feel unsure.
“Success isn’t a title,” she says. “It’s freedom. If it feeds your soul and funds your life? That’s it. That’s the win”
In five years, she sees Lumi Wear expanding into wellness and health-based products while still holding onto its core values: comfort, quality, and purpose. She’s also doubling down on long-term collaborations, direct-to-consumer strategies, and maybe even launching her own podcast or email series—because, as she puts it, “Owning your own platform is where the real power is.”
If you’re a woman who’s tired of performative perfection and looking for something real, Liz Ashley might just be your new favorite follow. You’ll learn what it really takes to build a brand from scratch—without the sugarcoating. You’ll get behind-the-scenes looks at entrepreneurship, honest takes on confidence and burnout, and smart tips on everything from wellness routines to building passive income. Whether you’re starting your own thing or just trying to feel better in your own skin, Liz shares the kind of insight that actually sticks—and the kind of content that reminds you you’re not the only one figuring it out as you go.
