Inspiring Conversations with EVELYN LEE of Layrd

Today we’d like to introduce you to EVELYN LEE.

EVELYN, we appreciate you taking the time to share your story with us today. Where does your story begin?
After getting married, I moved to Los Angeles at the end of 2024. In Korea, I worked as a brand manager for about 15 years, overseeing everything from product development and launches to marketing and sales strategy. I spent 12 of those years in the food and beverage industry and another 2 years in what’s often referred to as the K-beauty sector—two industries that I hold very close to my heart. Through these experiences, I learned how products can embody a brand’s philosophy and tell stories that resonate with people’s lives.

Leaving my job, family, and friends behind to start a new life in another country was not an easy decision. There were times of uncertainty and emotional difficulty, but I saw it as an opportunity to start over and finally pursue what had always drawn me in—creating a lifestyle brand. That’s how Layrd was born.

Just four months after relocating to the U.S., I decided to register the business. Over the following two months, I personally handled every detail—from logo design and website building to product curation, logistics, and direct collaborations with partner brands. Looking back, there were certainly challenging moments, but countless rewarding ones as well.

Layrd officially launched three months ago. It currently operates as a home-based online business, but we’re gradually expanding into offline retail and consignment partnerships. Though still in its early stages, my vision for Layrd is to grow it into a brand that goes beyond tableware—a brand that creates everyday objects that hold not just food, but also memories and stories.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road. Moving to the U.S. meant leaving behind my entire network, resources, and the environment I was familiar with in Korea, and starting completely from scratch. There were many moments when I questioned whether I could truly create something meaningful in a new country while adjusting to an unfamiliar culture and system.

One of the biggest challenges was turning something I had always loved into my actual work. As a brand manager, I understood the process of researching customer needs, commissioning products with factories, sourcing materials, and then bringing those products to market through strategy, marketing, and sales. But this time I had to handle every step entirely on my own.

Before launch I didn’t even have a website. Realistically, what company would want to engage in B2B with someone so new, without price advantages or the ability to negotiate MOQs? Many of the ceramists and brands I reached out to for curation turned me down. Those rejections and limitations were discouraging, and there were moments when it felt overwhelming.

Still, I knew I didn’t want to stop there. If I wanted to put down strong roots, I had to grow, and that meant continuing to push forward despite the setbacks. Even now, every day comes with its challenges, but in spite of that I know I am moving forward.

Thanks – so what else should our readers know about Layrd?
Layrd is a curated lifestyle shop that began with tableware and continues to expand into a broader world of living. The name Layrd embodies my hope that each thoughtfully chosen piece will naturally blend into one’s space or moment, growing in meaning and depth over time.

Our signature line, the CIRRA Collection, features handcrafted glassware made by skilled artisans in Turkey. No two pieces are ever alike, making each one truly one of a kind. CIRRA is exclusively available in North America and Canada, and it has already become a beloved collection in Korea, often selling out at renowned tableware and home boutiques. In the U.S., where classic and minimal designs are most common, I believed this distinctive collection would speak to those seeking something more expressive—and introducing it here remains one of the decisions I’m most proud of.

We also showcase ceramic works by Korean artisans, along with accent pieces that bring character to kitchens and dining spaces. Looking ahead, I plan to expand beyond kitchenware into the broader realm of home décor—introducing pieces that help people enrich their lifestyle with meaning and beauty. This November, I’ll be launching a new ceramic line that I personally designed and co-created with a Korean ceramic studio.

Layrd is a woman-owned small business. Though still young and growing at its own pace, that slow and steady growth is part of its story. What matters most to us is staying true to our values—offering pieces made with purpose and story rather than through mass production. In doing so, we hope even the simplest moments of everyday life can become memorable experiences.

We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I believe luck has played a role at every important stage of my life and business. Depending on how you look at it, the very same event can feel like good luck or bad luck. Good luck makes things move more smoothly, while bad luck often forces new lessons and opportunities.

When I decided to start my business, the timing was far from ideal. U.S. trade policies had become increasingly unfavorable for importers, with higher tariffs adding financial pressure. At the same time, consumer spending was slowing, and many people seemed hesitant to spend on shopping. In many ways, it felt like bad luck to be starting out under such conditions.

But there were also moments of undeniable good fortune. Soon after launching Layrd, I met someone by chance who became the connection to our very first offline spot, giving us the opportunity to move from being an online-only business to also having a physical presence. Through a spontaneous recommendation, we participated in the Maum Market, where a brand that later invited us to stock at their shop discovered us. As a result, our CIRRA collection is now available at their store in ROW DTLA. I also encountered people who generously shared knowledge and guidance with me at a time when I knew very little about running a business. Those encounters were invaluable gifts of luck.

For me, luck cannot simply be defined as good or bad. It depends on how you receive it and what you make of it. Bad luck has pushed me to grow, and good luck has opened doors. What matters most is finding meaning in every situation and using it as a way to keep moving forward.

Pricing:

• Cirra (glassware) : $30 – $41
• Artist (Ceramic) : $40 – $80

Contact Info:

• Website: https://layrd-shop.com
• Instagram: https://www.instagram.com/layrd.shop
• Facebook: https://www.facebook.com/layrdshop