Story & Lesson Highlights with Endya Johnson

We’re looking forward to introducing you to Endya Johnson. Check out our conversation below.

Endya, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What is something outside of work that is bringing you joy lately?
Lately, my biggest joy has come from slowing down and really pouring into my personal wellness. I’ve fallen in love with my gym routine. not just for the physical results, but for how it clears my mind and gives me space to breathe. There’s something so empowering about setting the tone for my day with movement, whether it’s a tough workout or a calm stretch. I’ve also been carving out time to read in the early mornings with my iced latte in hand. Those quiet, intentional moments feel like a little luxury I give myself, and they remind me that joy can be found in the simplest rituals.

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Endya Johnson, and I’m the founder of Live Lavish Beauty Co. a bold, trendy fashion brand made for real women who want to look good, feel good, and own every room they walk into. Live Lavish Beauty Co. is all about affordable style that doesn’t compromise on attitude, with pieces that keep you feeling confident whether you’re stepping out with friends, heading to work, or just turning everyday moments into a reason to slay.

I’ve always loved helping women see the best in themselves, and fashion has been my way of doing that. Every item I hand-pick is chosen with the goal of making my customers feel confident, stylish, and ready for anything.

Right now, I’m relaunching Live Lavish Beauty Co. with fresh, on trend collections, more ways to shop, and a focus on connecting with women who want fashion that’s fun, flattering, and unapologetically them. At the end of the day, I don’t just sell clothes—I help women step into the best version of themselves, one outfit at a time.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
The person who taught me the most about work was my great grandmother, Lacy. She was an entrepreneur long before it was a trend, running her own salon right out of the basement of her home. She was a talented hairstylist with a gift for making people look and feel beautiful, but more than that, she taught me the power of hard work, independence, and building something of your own.

Even in her 90s, before she passed away last December, she carried herself with grace, strength, and determination. Watching her run her business showed me that success isn’t just about what you do – it’s about the passion, consistency, and care you put into it. Her legacy reminds me every day that I come from strong women who create their own opportunities, and that keeps me motivated to push forward no matter what.

Was there ever a time you almost gave up?
Yes, there was a time I almost gave up. I was feeling completely overwhelmed trying to run two separate businesses—Luxe Strands Boutique and Live Lavish Boutique. I was juggling inventory, marketing, and customer demands for both, and it felt like I was constantly stretched too thin. There were days when I questioned if I could really keep going or if it was time to walk away from it all.

Instead of quitting, I made the decision to combine both brands into one—Live Lavish Beauty Co. That choice not only lifted a huge weight off my shoulders but also gave me a renewed sense of passion and direction. Now, instead of splitting my focus, I pour all my energy into one brand that truly represents my vision. That moment taught me that sometimes, the key to not giving up is finding a smarter way forward.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What would your closest friends say really matters to you?
My closest friends would say what matters most to me is creating a life that feels as good as it looks. Success, freedom, and surrounding myself with good energy are non-negotiables. If it doesn’t inspire me or align with my vision, it doesn’t make the cut — in life or in Live Lavish Beauty Co.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. Could you give everything your best, even if no one ever praised you for it?
Of course. I don’t need a round of applause to give my all — I’m my own biggest critic and toughest competition. I put in the work because excellence is my baseline, not my bonus. Whether anyone’s watching or not, I’m going to deliver like it’s front-row at Fashion Week… because that’s just who I am, and that’s the standard for Live Lavish Beauty Co.

Contact Info:

• Website: https://www.livelavishbeautyco.com
• Instagram: @livelavishbeautyco
• Facebook: Live Lavish boutique