Empress Mimi

Not a corporate brand story. Not an origin myth. Just the actual thing - where it came from, who’s building it, and why it refuses to be normal. Vision-forward, brand-heavy, marketing-brained. Always thinking about positioning, messaging, community, the next move. Lavender & Rage started as a solo creative outlet and grew into something bigger than one person — but the voice, the values, and the refusal to be boring have always been hers. The brand is personal. The politics are personal. The late nights, the market setups, the community fund decisions, the content - all of it runs through someone who actually gives a damn and has the spreadsheets to prove it. Part collaborator, part operational backbone, part “the reason the thing actually ships.” Chelsea isn’t helping out — she’s embedded in the build. Technical skill, production support, hands-on execution. Laser work, production runs, physical setup. The things that keep the machine running when ideas are moving faster than hands. She turns concepts into tangible things you can actually sell. Steady energy where there could be chaos. Without that? We’d either burn out or bottleneck. Probably both. It Started as a Coping Mechanism. That’s the honest version. Not a business plan. Not a brand strategy. 2020, middle of uncertainty, “what the hell is happening to the world” energy and a need to make something instead of spiral. It was scrappy. DIY. Testing ideas, learning platforms, figuring out printers, materials, shipping — all of it. No master plan. Just instinct, taste, and a refusal to be boring. The brand took shape around a tension that wasn’t manufactured: softness and edge . Lavender. Rage. The contrast was honest because the world felt heavy and creating was a way to process that without shutting down. As markets came back and we started showing up in person around Columbia and across the Southeast, the brand shifted from private outlet to public statement. It became community-facing. Not just products — space. For alt kids who grew up. For people who question things. For folks who feel out of place in normal retail environments. It wasn’t built in a boardroom. It was built at folding tables, vendor tents, late-night Canva sessions, trial-and-error laser burns, and conversations with strangers who said “I needed this.” It’s Not Just Edgy Slogans on Cute Shit. From the outside, someone might see stickers, pet tags, greeting cards - maybe laugh, maybe nod, maybe clutch their pearls. What they don’t immediately see is that this brand was built in the middle of chaos as a survival tool. Therapy turned tangible. Frustration channeled into design instead of silence. Every product sits inside a bigger ecosystem. The markets. The vendor relationships. The mutual aid conversations. The late nights balancing spreadsheets because we actually care about making this sustainable. The community fund pivots when something in the world hits too close to home. We don’t just “drop collections.” We respond to what’s happening around us. “The skulls and profanity are surface language. The real core is empathy and community care.” You can buy a $12 pet tag and laugh at it. But what you’re really participating in is a brand trying to build something local, alternative, and honest in a retail world that’s mostly fake and mass-produced. The tone is intentional. The pricing is intentional. The boundaries are intentional. We don’t chase every trend. We build slowly, pivot thoughtfully, and keep our values intact even when it would be easier not to. Rebellion with responsibility. Not just what’s on the product - the stance behind it. Started to stay sane. Stayed to build something real. Part business. Part creative rebellion. Part community anchor. Columbia, SC, since 2020.

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