A Mother-Daughter Duo’s Seven-Figure Fashion Pivot

Gina Kuyers and Margot Adams turned a modest undergarment hobby into Luxeire, a self-funded apparel brand now generating seven figures. By shifting their focus from inner wear to versatile, high-end professional clothing, the duo built a celebrity-favored label using little more than iPhone-shot advertisements and a lean, direct-to-consumer strategy.

Founded in 2016, Luxeire initially operated as a side project before a 2020 pivot fundamentally changed its trajectory. Drawing inspiration from 1990s-era luxury silhouettes, Kuyers and Adams began producing washable, functional button-ups and turtlenecks designed for the modern, fast-paced lifestyle. The shift proved decisive, capturing the attention of figures like Chelsea Handler, Dana Bash, and Jeanie Buss.

Rather than scaling through traditional retail, the pair maintains a tight, self-funded operation from a studio in New York City’s Garment District. This hands-on approach allows for rapid production cycles—often under six weeks—and direct engagement with customers, whom Kuyers assists personally. By prioritizing a lean team and refusing to over-expand, the founders have navigated the challenges of a bootstrapped business while maintaining their primary commitment to one another. For Kuyers and Adams, the success of the brand remains secondary to their personal relationship, a boundary they strictly enforce to ensure their partnership remains sustainable.