As CEO and designer of her nearly 20-year-old namesake fashion label, Nili Lotan has found success in the luxury fashion industry by going against the grain of fashion industry norms. The brand is reportedly on pace to bring in $100 million in revenue this year.

“The motto of my business is that I make everything in the U.S. — that, in itself, means that luxury is built into the seams,” Lotan said on the latest Glossy Podcast. “I’ve been growing the business, and as my business has evolved, I’ve [gone from exclusively focusing on] timeless luxury essentials to being a full lifestyle and multi-category [brand].” The brand launched handbags in 2020. Next, it will roll out menswear, this summer, and additional accessories, in September.

Lotan targets “an ageless woman,” calling her brand’s clothing an expression of a nonchalant attitude, which she believes is hard to find in a luxury fashion brand. “But the majority [of my customers] are 40- to 45-years old. And those are all working women who run a busy life the way I do. … I try to give her everything that she needs, and I try to give myself everything I need.”