Motivating Teams Through Radical Transparency: Insights From Lulus' CEO Crystal Landsem
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Crystal Landsem, CEO of Lulus, the attainable luxury women’s fashion brand known for trendy, stylish and feminine apparel, footwear and accessories. Landsem discusses the challenges and experiences that have informed her leadership style (1:30), her career journey from finance to fashion retail (4:00), and why she’s passionate about investing in women leaders (5:45). She shares why it’s essential for all executives to understand the financial side of retail businesses (7:40) as well as the priorities for Lulus going forward, including continuing its wholesale expansion (8:30).
In addition, Landsem touches on motivating teams through radical transparency and servant leadership (11:10), how Lulus is utilizing artificial intelligence for its business and customer experience (13:30), and her advice for young women leaders on her team and beyond (15:30). Lastly, she discusses the importance of close female friendships to stay grounded and motivated in your career (17:30).
Crystal Landsem has served as Lulus’ chief executive officer and on the brand’s board of directors since March 2023. She also served as interim chief financial officer from June 2025 to October 2025. Previously, Crystal served as Lulus’ co-president, beginning July 2020, and chief financial officer, beginning September 2015. Prior to joining Lulus, she held broad leadership roles across the consumer and technology industries, including startups and organizations such as 11 Main, an Alibaba Group Company, and Walmart. She received a B.A. in Business Administration with a concentration in Accounting from California State University, Chico.
Date: March 17, 2026
Credits: Crystal Landsem
Duration: 20:54
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