Overview Quick Answers What You Receive Commitments How It Works Packaging Creative Direction Timeline FAQ Next Steps
Lillier logo

Lillier

Volume 001: The Everyday Collection

Lillier mockup

You've been personally invited.

Lillier is a premium online store for exceptional Black-owned brands.

Not a directory.
Not a marketplace.
A true retail experience.

One cart. Thoughtful merchandising. Elevated presentation.
A place where your hero products are not just listed, but positioned.

With a focus on the categories that shape everyday life at home.
Beauty. Home. Pantry. Baby. Pet. Period care. Fragrance.

What this is

Lillier is designed to do one thing well:

Present your brand with the level of clarity, taste and authority it deserves, in a retail environment that feels considered from end to end.

Customers don't browse endlessly. They experience a tight, curated collection.

Every brand is there on purpose.

What I'm asking from you

For Volume 001, I'm inviting a small, highly curated group of founders to participate.

Here's what that means:

  • You contribute 2 to 3 hero products
  • You fulfill orders from your existing inventory
  • You ship using Lillier packaging
  • You participate in a simple revenue share (80% you / 20% Lillier)

That's it.

No inventory buy-in.
No wholesale terms.
No long-term contract.

Scroll to see what participation looks like.

You've been personally invited.

Lillier is a premium online store for exceptional Black-owned brands.

Not a directory.
Not a marketplace.
A true retail experience.

One cart. Thoughtful merchandising. Elevated presentation.
A place where your hero products are not just listed, but positioned.

With a focus on the categories that shape everyday life at home.
Beauty. Home. Pantry. Baby. Pet. Period care. Fragrance.

What this is

Lillier is designed to do one thing well:

Present your brand with the level of clarity, taste and authority it deserves, in a retail environment that feels considered from end to end.

Customers don't browse endlessly. They experience a tight, curated collection.

Every brand is there on purpose.

Why I'm building this

I've spent nearly a decade working alongside Black founders and CEOs as they build businesses rooted in real point of view, care and intention.

Lillier mockup

The brands I'm drawn to, including yours, are already doing the hard part well.

The product is there.
The story is there.
The standard is already high.

But even with that, the experience of finding and shopping across these brands is still fragmented.

Customers move from site to site.
They discover one brand at a time.
The burden is on them to connect the dots.

And as a result, something powerful gets lost.

Not in the quality of the brands, but in how they are experienced together.

What I'm building with Lillier is a way to bring that standard into one place.

A single, considered retail environment where:

  • the bar is already high
  • the brands are already strong
  • the experience of shopping them feels seamless

One cart.
Thoughtful curation.
A point of view that carries across the entire experience.

And just as important, Lillier shifts the center of gravity.

Not just product pages.
Not just transactions.

But space for the founder.

Who you are.
How you think.
What you've built.

Because that context matters. And it's often the difference between a one-time purchase and real connection.

This is also about making something that feels easy.

Not aspirational. Not occasional.

But something that becomes part of how people shop.

Where buying from Black-owned brands isn't a moment or a statement.
It's a habit.

Lillier is not about replacing what you've built.

It's about bringing a group of already exceptional brands into a shared environment that makes them easier to discover, experience and return to.

Why I'm building this

I've spent nearly a decade working alongside Black founders and CEOs as they build

Lillier mockup

businesses rooted in real point of view, care and intention.

The brands I'm drawn to, including yours, are already doing the hard part well.

The product is there.
The story is there.
The standard is already high.

But even with that, the experience of finding and shopping across these brands is still fragmented.

Customers move from site to site.
They discover one brand at a time.
The burden is on them to connect the dots.

And as a result, something powerful gets lost.

Not in the quality of the brands, but in how they are experienced together.

What I'm building with Lillier is a way to bring that standard into one place.

A single, considered retail environment where:

  • the bar is already high
  • the brands are already strong
  • the experience of shopping them feels seamless

One cart.
Thoughtful curation.
A point of view that carries across the entire experience.

And just as important, Lillier shifts the center of gravity.

Not just product pages.
Not just transactions.

But space for the founder.

Who you are.
How you think.
What you've built.

Because that context matters. And it's often the difference between a one-time purchase and real connection.

This is also about making something that feels easy.

Not aspirational. Not occasional.

But something that becomes part of how people shop.

Where buying from Black-owned brands isn't a moment or a statement.
It's a habit.

Lillier is not about replacing what you've built.

It's about bringing a group of already exceptional brands into a shared environment that makes them easier to discover, experience and return to.

What I'm asking from you

For Volume 001, I'm inviting a small, highly curated group of founders to participate.

Here's what that means:

  • You contribute 2 to 3 hero products
  • You fulfill orders from your existing inventory
  • You ship using Lillier packaging
  • You participate in a simple revenue share (80% you / 20% Lillier)

That's it.

No inventory buy-in.
No wholesale terms.
No long-term contract.

Scroll to see what participation looks like.

Why I'm building this

I've spent nearly a decade working alongside Black founders and CEOs as they build businesses rooted in real point of view, care and intention.

The brands I'm drawn to, including yours, are already doing the hard part well.

The product is there.
The story is there.
The standard is already high.

But even with that, the experience of finding and shopping across these brands is still fragmented.

Customers move from site to site.
They discover one brand at a time.
The burden is on them to connect the dots.

And as a result, something powerful gets lost.

Not in the quality of the brands, but in how they are experienced together.

What I'm building with Lillier is a way to bring that standard into one place.

A single, considered retail environment where:

  • the bar is already high
  • the brands are already strong
  • the experience of shopping them feels seamless

One cart.
Thoughtful curation.
A point of view that carries across the entire experience.

And just as important, Lillier shifts the center of gravity.

Not just product pages.
Not just transactions.

But space for the founder.

Who you are.
How you think.
What you've built.

Because that context matters. And it's often the difference between a one-time purchase and real connection.

This is also about making something that feels easy.

Not aspirational. Not occasional.

But something that becomes part of how people shop.

Where buying from Black-owned brands isn't a moment or a statement.
It's a habit.

Lillier is not about replacing what you've built.

It's about bringing a group of already exceptional brands into a shared environment that makes them easier to discover, experience and return to.

Quick Answers

The practical questions, answered clearly.

The following questions are meant to make the opportunity concrete, keep the expectations clear and show how participation actually works.

Should I do this?

The purpose of Volume 001 is simple: to celebrate your brand, and create another mechanism that supports your business.

You're not being asked to pay to participate. What I'm asking for is your collaboration.

This is a small group of founders coming together to build the first expression of Lillier, thoughtfully and intentionally.

This is not about immediate sales volume.

It's about:

  • how your brand is experienced in a new environment
  • the assets you walk away with
  • being part of something at the very beginning

This is an opportunity to collaborate with me and a tight group of Black founders and artists across categories.

To shape how this platform feels from day one. To be part of the foundation, not added later.

If that excites you, you should do this.

If you're looking for immediate scale, this is not the right fit.

Will this help me sell more product?

Not immediately, and we want to be clear about that.

This is an early-stage platform, intentionally small at launch.

The opportunity is to be part of something with long-term potential, while walking away with assets and positioning that hold value regardless.

If we see stronger than expected demand, that's a good problem. We'll work through it together.

Do I have time for this?

This is a collaboration, not a listing.

There is a real, but contained, level of commitment.

Upfront (one-time):

  • Select 2 to 3 hero products
  • Share product details, pricing and brand assets
  • Align on how your brand is presented within Lillier

Operational (ongoing during launch):

  • Add Lillier as a fulfillment stream within your existing operations
  • Pack and ship orders using Lillier packaging
  • Ship within 1 to 2 business days
  • Provide tracking

Founder participation (optional but encouraged):

  • Attend the New York City founder shoot
  • Participate in photography and video capture

Once everything is set up, your role becomes consistent and predictable.

You're not managing another platform. You're adding a clean, additional sales channel.

If your operations are already running well, this should fit naturally.

If fulfillment is currently strained or inconsistent, this may not be the right moment.

How much does this cost?

There is no cost to participate in Volume 001.

The only potential cost is travel to New York City for the founder shoot if you choose to attend.

So how does Lillier make money?

Lillier operates on a commission model.

We retain 20% of each completed sale. You receive 80%, paid on the 1st and 15th of each month.

What do I actually get?

Inclusion within a small, highly curated retail environment.

Professional photography and video assets.

Custom packaging.

A dedicated founder profile.

And introduction to a customer who does not yet know your brand.

What do I have to do?

Share product and brand information.

Fulfill orders within 24 hours using Lillier packaging.

Provide tracking.

That's it.

Who all else is gonna be there?

Volume 001 is intentionally small.

Brands are selected across categories to ensure a strong mix of product, perspective and quality.

We do not overcrowd categories within a Volume.

How does category exclusivity work?

Within Volume 001, we aim to avoid direct overlap.

Across the broader Lillier store, multiple brands may exist within the same category.

How much are the boxes? What if I need more?

During the launch period, packaging is provided at no cost.

If you need more boxes than expected, that's a good problem. We'll work through it together.

What if I want to back out?

There is no long-term commitment.

If it's not working for you, 30 days notice and we part as partners.

How do we measure success?

Success in Volume 001 is about proving two things:

That Lillier can present brands in a way that feels distinct and elevated.

And that it operates cleanly from an order and fulfillment perspective.

Your role is to help us do both well.

What you receive as a founding brand

Participation is about positioning, not just inclusion.

Volume 001 is intentionally small. Each brand is selected for its point of view, its product and its potential to shape how this platform is experienced from the beginning. Participation is not about being included. It's about how your brand is positioned.

Founding Brand Status

Volume 001 founders represent the first expression of Lillier.

You are not joining a platform. You are helping define it.

Founding Brands receive preferred terms and early influence on how Lillier evolves, both commercially and creatively.

An Invitation to the Lillier Founder Shoot, New York City

This is not a product shoot. This is a portrait experience.

Participating founders are invited to New York City for a professionally produced photography and video shoot led by a noted photographer, with creative direction by Winnie Clark of Funkychild Creative.

The visual approach draws from editorial group portraiture, similar to a Variety cover, alongside individual founder portraits.

The shoot is also an opportunity to meet and connect with other Black CEOs across categories.

Professional Photography & Video Assets

Following the shoot, you receive a full set of professionally produced photography and video assets to use across your own platforms.

Usage rights will be licensed for a defined period, aligned with standard industry terms.

Custom Lillier Packaging

Every order is presented in custom packaging designed by 7 Layer Studio.

The box is the first physical expression of Lillier. It is designed to feel considered, elevated and worth keeping.

During the launch period, participating brands receive Lillier packaging at no cost.

A Dedicated Founder Profile

Each brand receives a dedicated, shoppable profile within Lillier.

This is where your brand is introduced, contextualized and experienced by customers encountering it for the first time.

Launch Visibility

This is not placement. It is introduction.

Volume 001 is introduced through coordinated storytelling across the platform, social media and press.

Your commitments

We've kept this intentionally simple.

  • Provide 2 to 3 hero products for the launch collection.
  • Fulfill orders from your existing inventory using Lillier packaging, within 2 business days.
  • Share product information, pricing and brand assets for your listing.
  • Participate in the revenue-sharing model. Lillier takes 20%. You keep 80%, paid on the 1st and 15th of each month.

No exclusivity. No long-term contracts. No inventory transfers. If it's ever not working for you, 30 days notice and we part as partners.

How it works

Lillier manages the customer experience. You maintain your inventory and fulfill orders directly.

1

Customer places an order on Lillier.

Processed through the Lillier Shopify storefront. Free shipping on orders over $75.

2

You receive an automatic fulfillment notification.

Shopify sends you the order details and shipping address for your product only.

3

You fulfill the order.

Pack using Lillier packaging and ship directly to the customer.

4

You send tracking to Lillier.

We update the order and the customer receives a shipping confirmation.

5

You get paid.

Lillier retains 20%. The remaining 80% is paid on the 1st and 15th of each month.

Returns Lillier handles all customer inquiries. Returns are accepted only for items that arrived damaged, were incorrectly shipped or are confirmed defective. Where a brand has an established return policy, Lillier will honor it. In cases where the cause is disputed, Lillier and the brand review together before any replacement is issued.

The packaging

The first physical touchpoint with Lillier should feel remembered.

Every order ships in custom packaging designed by 7 Layer Studio.

The box is the first physical touchpoint with Lillier. It is designed to be remembered.

Lillier small packaging image
  • Small - 10 x 7 x 3"
    Beauty, skincare, candles, pantry items, accessories and jewelry.
  • Medium - 12 x 9 x 5"
    Full skincare lines, candles, body care bundles and feminine care.
  • Large - 14 x 10 x 5"
    Multi-product sets, fragrance, household goods and larger pantry items.

Participating brands receive Lillier boxes at no cost for the launch period. Each shipment includes a printed insert introducing the platform and the founding brands.

Own Your Joy.

Liquid error (templates/page.founder line 34): Error in tag 'section' - 'lillier-founder-creative-direction' is not a valid section type

Timeline

A tight launch rhythm, clearly paced.

April 30

Founder participation confirmed.

Hero SKUs, product information and brand assets submitted.

Early May

Custom Lillier packaging shipped to participating brands.

Mid-May - New York City

Founder photo and video shoot.

Late May through Mid-June

Creative production, founder profiles, website merchandising and launch campaign development.

Mid-June

Official launch of Lillier Volume 001: The Everyday Collection.



FAQ

The common questions, answered in full.

The following questions address common topics related to participating in the Lillier platform and the launch of Volume 001: The Everyday Collection.

Platform Overview

What is Lillier?

Lillier is a premium online store designed to showcase exceptional Black-owned brands through thoughtful product presentation, founder storytelling and a unified shopping experience.

Customers can purchase products from multiple founders through a single checkout, while each brand maintains control of its own inventory and fulfillment.

How is Lillier different from other platforms featuring Black-owned brands?

Lillier is a retail platform, not a directory.

Customers purchase directly through the Lillier website using a single checkout experience.

Lillier is also not a wholesale marketplace. Brands maintain ownership of their inventory and fulfill orders directly, while Lillier manages the customer experience, merchandising and platform growth.

What is a "Volume"?

Volumes are curated editorial collections that highlight select founders and products through photography, storytelling and creative campaigns.

Each Volume introduces a group of founders whose products represent a particular theme or moment within the Lillier platform.

Volume 001: The Everyday Collection introduces products that shape everyday life at home.

Can I list my product in the Lillier store without participating in a Volume campaign?

Yes.

Brands may participate in the Lillier retail store without being included in a Volume campaign.

Volumes highlight a curated group of founders through photography and storytelling, while the store itself may include additional brands and products available for purchase.

Will additional Volumes be released in the future?

Yes.

Volumes are intended to be an ongoing series of curated collections that introduce new founders, products and themes over time.

Product Participation

How many products can I list?

Most participating brands will feature 2 to 3 hero SKUs as part of Volume 001.

This allows each product to be introduced with strong visibility and intentional storytelling.

Additional products may be added to the store over time.

Can I update or change products later?

Yes.

Brands may update product listings or add additional products to the store over time in coordination with the Lillier team.

What types of products are a good fit for Lillier?

Lillier focuses on products that shape everyday life at home, including categories such as:

  • home goods
  • beauty and personal care
  • pantry and food products
  • pet products
  • baby and family products
  • wellness and lifestyle products

For pantry and food products, items should generally be shelf-stable and suitable for standard shipping.

Examples include:

  • granola
  • tea
  • coffee
  • spices and seasoning blends
  • sauces and condiments
  • packaged snacks

Products that require refrigeration or cold-chain shipping are not currently supported.

Lillier is also interested in everyday household essentials that reflect thoughtful design or strong brand identity.

Examples may include:

  • candles
  • textiles and linens
  • sunscreen and personal care
  • paper goods and household supplies
  • kitchen accessories
  • wellness products

Founders are welcome to recommend brands that would be a strong fit for the platform.

Inventory & Fulfillment

Do I need to send inventory to Lillier?

No.

Participating brands maintain their own inventory and fulfill orders directly from their existing operations.

No inventory transfers or warehousing arrangements are required.

Do I need to change my fulfillment process?

No.

Brands will fulfill Lillier orders using their existing fulfillment process.

For featured brands, this includes using Lillier packaging. For all other brands, this includes adding a Lillier insert to standard packaging.

How does order fulfillment work?

When a customer places an order on the Lillier website, the order is processed through the Lillier Shopify storefront and routed to the brand responsible for fulfilling the product.

The process works as follows:

  1. The customer places an order on the Lillier website.
  2. The customer immediately receives an order confirmation email from Lillier.
  3. Shopify automatically sends a fulfillment notification to the brand responsible for the product.
  4. The brand pulls the item from inventory and packs it using Lillier packaging (for featured Volume 001 brands) or standard brand packaging with a Lillier insert.
  5. The brand ships the order directly to the customer.
  6. The brand provides the tracking number to Lillier.
  7. Lillier updates the order in Shopify and the customer receives a shipping confirmation email with tracking information.

Orders should ideally ship within 24 hours and must ship within 2 business days.

Because customers may purchase products from multiple brands in a single checkout, items from the same order may arrive in multiple packages.

All customer communication related to orders and shipping is handled through the Lillier platform.

What happens if a customer orders products from multiple brands?

Customers can purchase products from multiple brands in a single checkout.

Each brand fulfills and ships its own products directly to the customer, so the order may arrive in multiple packages.

Who pays for shipping?

Lillier offers free shipping on orders over $75.

Orders under $75 include shipping calculated at checkout.

Each brand purchases the shipping label when fulfilling their order.

Shipping costs are factored into Lillier's overall pricing and customer experience strategy.

Packaging

Will all orders arrive in Lillier packaging?

Not all orders will arrive in Lillier packaging.

Orders from featured Volume 001 brands will ship in custom Lillier packaging.

Orders from additional brands available in the Lillier store will ship in brand packaging and include a Lillier insert.

What packaging should be used?

Featured brands included in Volume 001 will receive custom Lillier shipping boxes.

These boxes create a shared presentation layer across the platform and help establish the visual identity of Lillier.

All participating brands (both featured Volume brands and additional store brands) are required to include a Lillier insert in each order fulfilled through the platform.

Will customers receive anything else in the package?

Yes.

Each shipment will include a printed Lillier insert introducing the platform and highlighting participating founders.

Can I include my own brand materials inside the box?

Yes.

Brands may include their own inserts, product information or brand materials alongside the Lillier packaging.

Pricing & Promotions

Who controls product pricing?

Founders maintain control over their product pricing.

Products listed on Lillier should follow a price parity policy, meaning they should not be priced higher than on the brand's own website.

Can I run promotions or discounts?

Yes.

Founders may run their own promotions in alignment with their broader brand strategy.

From time to time, Lillier may coordinate optional sitewide promotional moments.

Are categories exclusive?

No.

Lillier is designed as a curated marketplace rather than a category-exclusive platform.

Multiple brands may appear within the same category, allowing customers to discover a range of founders and product perspectives.

Volumes and editorial storytelling will highlight standout founders and products within these categories.

Creative & Founder Visibility

What is the founder photo shoot?

Volume 001 will include a founder photography shoot in New York City designed to introduce the founding brands and establish the visual identity of the platform.

The shoot will capture:

  • founder portrait photography
  • short-form video assets
  • launch storytelling content

Do I have to attend the photo shoot?

Yes, if you want to be included in Volume 001.

Founders who are unable to attend may still be considered for inclusion in the Lillier store, but will not be featured in Volume 001.

Are travel and accommodations covered?

No.

Founders are responsible for their own travel and accommodations if they choose to attend the shoot.

When will I receive the photography and video assets?

Photography and video assets from the shoot will be delivered approximately 30 days after the shoot.

Founders may use these assets across their own marketing platforms.

Sales & Payments

How does Lillier make money?

Lillier operates on a commission-based retail model.

Lillier retains 20% commission on product sales completed through the platform.

Commission is applied to the product sale price.

When will I receive payment for orders?

Brand payouts will be issued on the 1st and 15th of each month. This allows time for shipping confirmation and order reconciliation.

Payments may be sent via ACH, Bill.com, PayPal or similar payment systems.

Customer Experience

Who handles customer service?

Lillier serves as the primary point of contact for customers.

All customer inquiries related to orders, shipping or product questions are handled by the Lillier team.

If product-specific information is required, Lillier may contact the brand for clarification.

What is the return policy?

To maintain product integrity and operational efficiency, Lillier uses a limited return policy.

Returns are accepted only under the following circumstances:

  • the item arrived damaged in transit
  • the incorrect product was shipped
  • the product is confirmed to be defective

Returns are not accepted for preference-based reasons such as scent preference, taste or change of mind.

Will customers need to return the product?

In most cases, customers will not be required to return the product.

Photo verification will typically be used to confirm issues.

Who handles replacement products?

If a replacement product is required, Lillier will coordinate with the brand and determine next steps based on the nature of the issue.

Replacement responsibility will depend on the cause of the issue:

  • shipping damage
  • fulfillment error
  • product defect

In cases where the cause is disputed, Lillier and the brand will review together and reach a mutual determination before any replacement is issued.

Lillier applies a standardized return policy across the platform to ensure a consistent customer experience.

Marketing & Promotion

How will Lillier promote the platform?

The launch of Volume 001 will be supported by:

  • founder storytelling
  • coordinated social media promotion
  • press outreach
  • product seeding with selected creators

Will there be paid advertising?

At launch, Lillier will focus primarily on organic storytelling and brand discovery rather than large-scale paid advertising.

The goal is to build a strong editorial and visual foundation for the platform.

Do founders need to promote Lillier on their own channels?

Founders are welcome to share their participation in Lillier with their audiences, but it is not required.

The platform is designed to introduce brands to new customers who may not yet know them.

Participation

Does joining Lillier require exclusivity?

No.

Participation in Lillier does not require exclusivity.

Brands remain free to sell their products through their own websites and other retail partners.

Am I locked into the platform if I participate?

No.

Participation in Lillier does not require a long-term commitment. Founding brands are invited to grow with the platform as we build together. If at any point a brand decides to step back, we simply ask for 30 days notice so we can update the platform accordingly.

Brands may choose whether or not to continue participating in future Volumes or retail campaigns.

Launch Timeline

When will Volume 001 launch?

Volume 001 is scheduled to launch in mid-June.

When will brands be confirmed?

Participating founders will confirm participation by April 30.

What happens after Volume 001 launches?

The Lillier platform will continue to grow with additional founders, expanded product offerings and future curated Volume releases.

Final Note

Anything else I should know?

Founders are welcome to recommend other brands that would be a strong fit for the Lillier platform.

Ready to talk?

If this feels aligned, I'd love to connect.

20 minutes. We'll walk through your brand, answer questions and determine if this is the right fit for Volume 001 or a future release.

Email Amanda

Amanda Johnson

Founder, Lillier

hello@lillier.co

lillier.co

LinkedIn

Amanda Johnson portrait

About Amanda

I'm Amanda Johnson, founder of Lillier and Cupcakes + Broccoli.

Cupcakes + Broccoli is the foundation of my work. It's a platform where I support Black founders and operators as they navigate building businesses, making decisions and positioning their work in environments that don't always reflect or fully understand them.

I've spent nearly a decade working alongside Black founders and CEOs as they build, scale and turn their ideas into lasting ownership. My work sits at the intersection of brand, strategy and growth, helping founders translate what they've built into something the market can clearly see and value.

Early in my career, I worked directly with Tyra Banks, the first Black founder I partnered with at that level. That experience shaped how I think about ownership, visibility and the importance of building with intention from the start.

Since then, my background has spanned NBC, Omnicom and L'Oreal, alongside ongoing work with founders across industries.

Lillier is a continuation of that work.

A platform built not just to showcase products, but to position founders and their brands with the clarity, authority and presence they deserve.