We recently connected with Lillie Norfleet and have shared our conversation below.

Alright, Lillie thanks for taking the time to share your stories and insights with us today. Do you have a hero? What have you learned from them?

As the CEO of FindHER KeepHER, a Charlotte, NC based E-Commerce Women’s Lifestyle Brand that sells ultra-stylish and super comfy women’s shoes, I draw inspiration daily from my hero, my mother, Betty Joyner. Her heart, intelligence, tenacity, resilience, work ethic, resourcefulness, grit, and determination have profoundly shaped who I am today and how I navigate my entrepreneurial journey. From my mother, I’ve learned the invaluable lessons of the power of prayer and faith, the importance of serving others, holding space to uplift those around you, and maintaining a strong work ethic.

Her example has taught me determination, perseverance, facing fears, the impact of kindness, and the significance of using one’s voice. She has shown me how to rise despite trying circumstances and conquer challenges with grace and strength. My mom Betty’s life is a testament to resilience in the face of adversity. She has endured immense loss, including my sister, my father, her parents, several of her siblings, and many other family members and friends.

Additionally, she is a survivor of cardiac arrest, a massive stroke, and kidney failure. At 79 years old, she continues to battle several serious health conditions simultaneously, yet her fighting spirit and deep faith never waver. She does not give up, no matter the odds. Her influence on my journey into entrepreneurship is profound. The many challenges my company, FindHER KeepHER, has faced seem daunting at times, but I keep pushing forward because I have witnessed my mother overcome numerous trials. One of my biggest motivators is not wasting the countless sacrifices she has made for me to pursue my dreams full-time.

Since 2019, I have been a full-time caregiver for my mom, a role that has completely reshaped my approach to work and life. I left a 16-year career in banking to care for her, honoring the incredible dedication she showed as a mother who worked 3-4 jobs, helped my dad run his business, engaged in community work, and served as the matriarch of our family. Watching her juggle these responsibilities while taking care of five children, managing our home, being a safe space for our extended family and community, and giving back to others is a testament to her boundless love and dedication.

Stepping away from banking to care for her has allowed me to pursue my dream full-time. In running FindHER KeepHER, I aim to inspire, serve, and uplift as many women as I can, honoring the countless sacrifices my mother has made for me. Her resilience and strength continue to guide me, reminding me that no obstacle is too great when faced with determination and faith. My journey is a reflection of her spirit, and I strive to live up to the example she has set.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

The inspiration for FindHER KeepHER stems from a deep desire to encourage women to walk a path of self-discovery and to live more purposefully. The “FindHER” part of our brand encourages self-discovery and embracing life on one’s terms, while “KeepHER” emphasizes maintaining one’s sense of self amidst life’s ups and downs. God blessed me with the business name in 2020, and after several years of research and development, we officially launched in June 2023. Our journey into the footwear industry involved partnering with an exceptional footwear designer and investing a significant portion of our savings to bring our vision to life.

At FindHER KeepHER, we sell ultra-stylish and super comfortable women’s shoes designed for the everyday woman on the go. Our ballet flats add flair and versatility to any wardrobe without compromising on comfort. We like to say our shoes are truly “comfort and style in motion.” What sets FindHER KeepHER apart is our unique blend of being both a lifestyle brand and a product-based company.

We are transparent with our community about our journey, sharing our personal and brand stories, development highs and lows, and everything in between. Our shoes boast a custom look in terms of style and fit, featuring exceptional quality materials and a memory foam insole with specifications unique to FHKH. Team FHKH is immensely proud of launching last summer despite facing numerous challenges, including the loss of several family members, caregiving responsibilities, mental health battles, pandemic-related supply chain issues, and various other delays.

Our resilience and tenacity have brought us to this point, and we are excited to connect with and serve our customers and community. To our potential clients and followers, we want you to know that we are dedicated to uplifting, encouraging, and inspiring everyday women. We have invested a large portion of our life savings to ensure our product is of superb quality, and we are honored to serve you. Weathering life’s storms helps us grow, gain clarity, and live more purposefully. Remember, you are worthy of your dreams—keep going!

Can you share a story from your journey that illustrates your resilience?

At FindHER KeepHER, a Women’s Lifestyle Brand specializing in ultra-stylish and super-comfy ballet flats, our entire journey has been a testament to resilience. It’s challenging to pinpoint one particular story because our path to launching last summer and our ongoing efforts to build the brand have continually demonstrated our resilience.

Before launching, and even now, we’ve faced numerous challenges: pandemic-related supply chain and manufacturing disruptions, the loss of several close family members, the demands of full-time caregiving, mental health struggles, financial hardships—the list goes on. Yet, through it all, our faith, prayers, tenacity, heart, family, community, and God’s grace have seen us through.

At FindHER KeepHER, we believe setbacks are temporary, but overcoming them and building a legacy are forever. Our journey is a powerful reminder that resilience is not just about enduring difficulties but about rising above them and creating something lasting and meaningful.

Can you open up about how you funded your business?

Starting FindHER KeepHER, LLC was a dream brought to life through careful planning, unwavering dedication, and personal sacrifice. My husband and I believe immensely in the FHKH vision, and we knew that bringing this vision to fruition required extensive capital. The initial capital needed to build out our shoe prototype, hire a footwear designer, develop our branding, create our website, and partner with a warehouse came directly from our personal savings.

We meticulously budgeted and saved, cutting back on non-essential expenses and prioritizing our business goals. Investing our own savings was not just a financial decision but a commitment to our belief in the FindHER KeepHER Brand. This personal investment has allowed us to maintain full control over our brand and ensures that every aspect of our business aligns with our values and goals.

The journey has been challenging at times yet rewarding. The satisfaction of seeing our brand come to life has made every sacrifice worthwhile.

Contact Info:

• Website: https://www.shopfindherkeepher.com
• Instagram: https://www.instagram.com/shopfindherkeepher/
• Facebook: https://www.facebook.com/ShopFindHERKeepHER/

Image Credits

The photo of the CEO seated with the shoes and shoebox, the photo of the CEO and her mom, and the photo of the CEO in the trench coat, were taken by the Co-Founders of FindHER KeepHER.

All the professional photos were taken by Brandon Grate Photography (which include the professional headshot, the photo of the shoes across a lap, the photo of the shoes and the shoebox, and the photo of the CEO standing with the shoes to the left and right of her feet).