LuLaRich Review (TV Series, 2021)
content warning: pregnancy loss (discussed)
LuLaRich is a documentary TV series about LuLaRoe. LuLaRoe is an MLM company based in the United States. They sell various causal apparel items in limited run colorful prints. Each seller is onboarded underneath another seller, and the sellers higher up in the company earn bonuses based on the performances of the people below them. The company has faced many lawsuits for their questionable business practices and its possible status as a pyramid scheme.
This documentary series is very well done. The editing and storytelling in the four episodes slowly grow the case against LuLaRoe from multiple perspectives. It’s a slow-burn build of suspense and evidence until you realize what’s going on.
LuLaRich builds a surprising amount of its argument from interviews with company owners DeAnne Brady and Mark Stidham. This husband and wife team gladly tell the history of the company to the documentary team from their perspective. They have an answer for everything and an upbeat attitude even when questioned about serious accusations against the company. This footage is juxtaposed against testimony in a lawsuit filed by Washington state, showing contradictions in their rehearsed interview answers.
The series also interviews a variety of LuLaRoe sellers. Some still work with the company; some do not. They all found success with the business model at some point and freely discuss it. One by one, these sellers start to share their concerns with the company and its policies. This is, again, narrative through contrast. The sellers still working with LuLaRoe never say anything stronger than a self-deprecating joke about the company. The sellers who left can cite specific emails, conference calls, and events to back up their perspective.
One mark of a good documentary is making a niche subject compelling regardless of your preexisting knowledge. I have no stake either way in LuLaRoe. I may have heard people mention the company on Facebook or at school events before. I’m not a customer, a seller, or even in the same industry. I could not take my eyes off of LuLaRich. I was in from the start and only grew more interested as the show went on. It’s exciting to start piecing together the argument set up in the first episode as the supporting evidence is revealed in the later episodes.
My biggest criticism of the series is its length. This is a greedy critique. I wanted to watch more of the show even though the topic was covered in a satisfying way. It’s that entertaining. The momentum really starts picking up in episode three, which creates a more dynamic show.
LuLaRich is a clever and entertaining documentary series. The editing presents the arguments without directly saying them. This creates a more engaging series that you’ll want to grapple with.
LuLaRich is streaming on Amazon Prime.