Meet Lauren Goodwin | Founder and Creative Director of GOODWINXXII

We had the good fortune of connecting with Lauren Goodwin and we’ve shared our conversation below.

Hi Lauren, we’d love to hear more about how you thought about starting your own business?

I’m Lauren Goodwin, founder of the accessories and handbag brand GOODWINXXII. I worked in the fashion and beauty industry as an E-commerce and Digital Marketer for over 10 years. After grinding in NYC, I needed to change scenery and prioritize my mental health.

I saved some money, quit my good job at Shiseido, rented out my house in NJ, and moved to sunny Los Angeles, CA, on January 7th, 2020. During COVID-19, I asked myself if I was living for myself. If I died tomorrow, do I feel like I created something I was proud of and could live on without me? The answer to those questions was no. I figured it was now or never to truly embark on a new journey and find a creative outlet.

I love accessories and handbags and found it challenging to find genuine leather handbags under $300 with eye-catching details or hardware. Most items on the market are overpriced plastic/vegan leather. So I launched my first product in September 2021, my leather croc-embossed fanny pack, for $285, which ended up being my best seller.

What should our readers know about your business?

I want to cultivate a community of women like me who are unafraid to start over at any age, manifest, and work hard for what they want. A GOODWINXXII woman never stops growing, exploring, and finding joy for herself – this is my daily motivation.

I’m also an avid advocate for mental and spiritual health and a believer in the healing power of music and art. A 2% donation of every purchase at GOODWINXXII.com goes to the American Art Therapy Association and the American Music Therapy Association.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
My first stop is usually Sohohouse in West Hollywood, so they can check out the fantastic views and see most of LA. I would take them to my favorite taco spots – Guerrilla Tacos in DTLA Arts District or Benny’s Tacos in Westchester (if I’m near the airport). My favorite shopping spots are at Westfield Century City Mall or Saks, and Neimian’s near Rodeo Dr. Drinks at Death & Co. in DTLA always have a vibe, too.

Who else deserves some credit and recognition?
God! He deserves all the credit. I’ve taken many risks in life and career that made no sense to anyone but me. Fortunately, it’s always worked out better than I imagined.

Website: www.goodwinxxii.com

Instagram: @goodwinxxii

Image Credits
Models: @sahirahabdur⁠ @sosheba Photography: @carolinapalmgren⁠ Agency and production: @multipleform⁠ Stylist: @mialauv⁠ Assistant Stylist: @reza_bo_beeza⁠ Hair & Makeup: @harkoffmakeup