Ten years in, designer and CEO Maxie J is still creating black girl magic! The founder and creative director of Ellaé Lisqué (pronounced “L.A. Lis-kay”) marked her brand’s 10-year anniversary with a star-studded, sold-out runway—think the Combs Twins and a sea of head-turning silhouettes; and then promptly split the collection into two drops, because momentum is a muscle she refuses to let atrophy. We had the chance to sit down with Maxie for an honest conversation about faith, fashion, and the fearless pursuit of purpose.

Mimi J: First—major congrats on 10 years! That runway was a moment. How did it feel seeing so many people show up for you?
Maxie J: Unexplainable. I’ve been doing this a decade and the support still doesn’t get old. I have a real community—women who genuinely rock with me. I was crying every fifteen minutes—happy tears. It’s a blessing.

Mimi: You released the anniversary collection in two parts. Why the split—and how’s it landing?
Maxie: We showed 17 looks and I broke them into two drops: the first released earlier this month; the second dropped Friday at 3 p.m. PST. I get nervous every collection—like, “What if everyone hates it?”—because your designs have to resonate, not just look good to you. The feedback’s been great, even with me pushing the needle.

Mimi: Your customers wear you for birthdays, red carpets—anywhere they want to make a statement. How do you keep the creative energy fresh?
Maxie: My customer is my muse—we’re the same girl. I know how I want to dress for a resort trip, a birthday, or a panel: professional and fashionable. Creativity flows because this is my gift, not just a passion. God gave it to me, so the vision keeps coming. The business part can be hard—but the creative? That’s my playground.

Mimi: Take us back. How did you go from styling friends in Inglewood to a seven-figure global brand?
Maxie: I grew up being told success was doctor/lawyer/RN. I tried school for those paths and kept quitting—I hated it. I worked six years at Rent.com (owned by eBay), built a 401(k), did the “stable job” thing. But my spirit kept saying there’s more. People had always sent me free clothes—before “influencer” was a word—and I realized I was driving sales. When I got laid off, I used the severance to fund my first collection.

Mimi: Early marketing on a budget—how’d you make it move?
Maxie: I was the marketing. My friends modeled, and everyone on set—hair, makeup, photographer—had 10K+ followers (which was huge back then with no algorithm). I made contracts so everyone posted and tagged. I learned on Google and YouTube—“how to start a clothing line”—no shame in that. Consistency, collaborating, dragging racks to pop-ups, saying yes to rooms I didn’t feel “qualified” for. And God—always God. He’s my business partner.

Mimi: You’ve faced real challenges—store closures in 2019, a dip in sales—yet you pivoted into manufacturing. What’s your blueprint for women facing “make-or-break” moments?
Maxie: First, everyone successful faces trials. Every level has new devils. When I lost my stores, I partnered with my manufacturer to become a trusted liaison for other brands. That pivot funded my reboot—and kept me aligned with Plan A. I say: your Plan B should just be another way to make Plan A work. Pray. Get creative. Don’t stop. Today, that facility manufactures exclusively for Ellaé Lisqué. We rebuilt from three sewers to a team we’re scaling again.

Mimi: You founded Shecom Club to help women build e-commerce brands with purpose. What do you wish more founders understood?
Maxie: There’s no cheat code. I can give you strategy all day, but you have to do the work—consistently. Instagram makes people think $500 turns into millions in a month. Let’s talk about the losses, lawsuits, sleepless nights. I started Shecom so women don’t waste $100K learning lessons I can help them skip. God trusted me with success; I promised my success would make room for others.

Mimi: What’s next for you?
Maxie: Dominate e-commerce. No desire for retail stores—it’s all digital. My target is $1M/month, then $2M/month, and $20M/year in sales. Then I’m selling—minimum $80M (I’ll take $100M!)—and consulting on marketing and storytelling. And yes, wife and mom era in Dubai. I set that goal for age 45. I’m 38—clock’s ticking, and I like a deadline.

Mimi: Define “Grinding Pretty.”
Maxie: You know what? You ever seen that meme that says, “When my hair’s not done, I’m depressed, but the second I get my hair done, I’m that girl”? That used to be me. I realized that even while I’m grinding, I don’t have to look like what I’ve been through. You can handle business and look presentable—it makes you feel better. Keep yourself together within your means. Learn to do your own makeup or hair if you have to, but stay polished. You are a walking billboard for your brand. People trust you more when you look like you take your brand seriously. Grinding Pretty is about balance—working hard, staying graceful, and showing up as your best self inside and out.

 Rapid-fire “This or That”:

• Glossy or matte? Gloss for lips; matte for makeup

• Neutrals and nudes or bold color? Bold color

• Coffee or tea? Mushroom coffee

• Singing in the shower or singing in the car? Shower

• Fly heels or fly sneakers? Fly sneakers (i'm in my 30s, comfort wins!)

• Sexy and fitted or flowing and flirty? Flowing and flirty

• Spa day or a good brunch with vibes? Spa day (spa connoisseur!)

Maxie J is proof that favor meets the fearless. She’s stitched a decade of audacity into a brand women trust for their biggest moments—and she’s only pressing the gas. With God as CEO, a factory under her belt, and numbers that say “watch this,” the next chapter of Ellaé Lisqué reads like a masterclass in building beautifully.

Follow @maxiejofficial for new drops, daily inspiration, and the road to $20M.