LuLaRoe's founder, DeAnne Stidham, has repeatedly chased critics and referred to them as "trolls" and "haters" in Instagram live videos. At the same time, she urged her followers to "tear them out" as the company is under pressure from a $ 49 million provider of lawsuits and growing frustration among its own advisors.
"If you're negative, you can go, I do not care about you," Stidham said during a live Instagram video on December 9th. "We are going to cut these people out and let them know that this is a place of positivity, we have to zap these people."
A few days later, she ordered her followers to "erase" the "trolls" while making critical comments to one Live video that she filmed at a Christmas party of LuLaRoe.
"We do not care, excuse me, go speculatively with someone else," Stidham said on December 13 when she responded to the viewers in real time & # 39; Remarks. "No one will take your shit, I'm sorry, I do not want you! … No one like you, no one wants to be your friends."
"If you see someone who is a troll, you guys: erase them, erase them, erase them!"
Stidham's "trolls" seem to consist primarily of current and former LuLaRoe advisers who have been directly involved with issues such as overdue repayments and the company's inability to fulfill clothing orders. This is according to hundreds of comments reviewed by Business Insider on Stidham's Instagram feed.
Read More: Dozens of LuLaRoe sellers claim that the company has repeatedly charged them for products they had never delivered, and failed to reimburse them for the missing goods.
Stidham – or someone else who has access to her account – systematically deleted dozens of unflattering comments from her Instagram page.
In November, more than 40 comments were deleted from a single post, for example after consultants flooded Stidham's side with concerns over a series of leggings that had just been launched by LuLaRoe.
Some sellers said they could not order the leggings because they were sold out within minutes. Others complained of significant problems with sizing the gaiters.
"I love this company and all the changes that are going on, but this launch and the last month have been so disorganized and just a disaster," said one comment, which was later canceled. "I think it's most important to tell us what's going on at this point … we're all sole proprietors and our wholesaler can not meet our orders."
In another comment that was deleted, it says, "As a small business owner, I feel that our voices are not heard and we are ignored."
Read More: LuLaRoe faces rising debt, layoffs and an exodus of top sellers, and sources say the legging empire could be worth $ 2.3 billion in imploded money breast cancer treatment and reckoned with leggings to help their families during the holidays.
"It was a rollercoaster ride with your company," she said. "I've withstood so many failed new launches, bad prints, inferior clothing and broken promises," said this woman. "Here I try with all my might to continue to care for my family and to trust my supplier to get through … now I have nothing."
The author, who wanted to remain anonymous for fear of retaliation, said the comment was deleted and her access to Stidham's Instagram account was suspended.
LuLaRoe's former advisor, Emily Morrison Belanger, was the chief executive. In addition, she was blocked by Stidham's account in November after writing a commentary in which she accused Stidham of having "ruined families."
The comment has been deleted and she received a private message from Stidham's Instagram account: "Wow, should I write something about chiropractic quack, is that nice and what's your motive? Try KINDNESS!" Immediately after the message, she was barred from accessing Stidham's account.
In addition to her critics, Stidham has ordered her followers to "protect" her several times.
"Protect me, if there is negativity here, I need you and me, and you people, strip them and report them, OK?" she said on the 8th of December. "You guys, I do not need negativity and I will not fight for it."
Stidham has also urged her followers not to believe news about the company. After a Business Insider investigation into LuLaRoe in November, which found that the company was facing increasing indebtedness and an exodus of top sellers, Stidham claimed that they had not read the investigation and described it as "stupid". , "ridiculous" and "stupid".
"Do not listen to the article," she said on November 21 in an Instagram video. "Just ignore it."
Read More: LuLaRoe Pending Investigation by Attorney General of the State of Washington, Sources
A few weeks later, the company's lead supplier, Providence Industries, filed a lawsuit against LuLaRoe alleging that Company did not pay its bills in seven months. LuLaRoe has denied the claims in the lawsuit.
Meanwhile, DeAnne told her followers in a live video on December 8 that she should not "look the Internet" to "see what happens" because they might "distract".
Instead, consultants should focus on placing more orders with LuLaRoe, she said.
"Stay with what you know best, and that is that you can sell items," she said. "I talk to some retailers who say they sometimes give up two or three orders a day … and I think that's a really good idea."
LuLaRoe did not respond to a request for comment on this story.