Born and raised on the land at the foot of the Nua Mountain, a thousand-year-old cultural and traditional land of Thanh Hoa, CEO Pham Thi Lien constantly learns and always knows how to rise up and take control of her life. Before succeeding with the Laroma brand, the Thanh native worked at the Hanoi Open University. But her passion and interest in fashion led her to a different direction - designing sun-protective clothing and launching the Laroma fashion brand.
From a civil servant, moving to a completely new field of fashion and business requires her not only to have determination but also to persevere and make constant efforts. Sharing why she chose this difficult path, businesswoman Pham Thi Lien said: "Before, I loved fashion and wanted to design my own clothing products. That urge grew stronger when I realized that sun protection clothing is a practical product, used by many people. Therefore, fate brought me to fashion and pursued my passion until now."
CEO Pham Thi Lien in the Laroma sun protection shirt product she designed
"To reduce the pressure, in 2012-2013, I focused on selling fashion clothes, including sun protection shirts. Selling many products, I had to import many brands to sell. However, the problem of counterfeit goods is causing headaches for companies. That makes me worry about finding my own brand for long-term development" - the businesswoman shared.
On March 3, Laroma held a fashion show of sun protection clothing on a professional runway.
In the early days of entering the new working environment, Laroma CEO Pham Thi Lien encountered many difficulties in researching the market and finding raw materials. Ms. Lien recounted the difficulties when she first started her career: "There were small details like the belt, I also spent a lot of effort weaving because each time I wove, the color did not match the fabric. I weaved dozens of times, even a few dozen times, and I was successful."
Ms. Lien always wondered how to deal with the smell of sweat when women put on sun protection shirts and put them in the trunk of the car. She also tried to weave a fabric with high fragrance retention so that she could wear it all day long and still feel fragrant and comfortable. But the most difficult thing about sun protection shirts is how to weave UV fabric with UPF50+ sun protection index, to weave this type of fabric is often very expensive. However, few people understand that, because they often think that sun protection shirts are all the same. However, with constant efforts and perseverance in building the brand and communicating the product, businesswoman Pham Thi Lien's sun protection shirts have been loved and chosen by more and more customers.
Laroma is the passion of CEO Pham Thi Lien
Laroma sun protection shirt of CEO Pham Thi Lien is not only a health protection support outfit, but also has a modern, fashionable style and diverse colors to meet the needs of all customers. With continuous efforts and development, CEO Pham Thi Lien and Laroma staff, Laroma Fashion brand has entered the Top 10 Trusted Brands of the Anti-Counterfeiting and Brand Protection Association of Vietnam in 2020 and has now become a Vietnamese sun protection shirt trusted by many people.
In 2024, Laroma turns 10 years old. To mark this important milestone, on March 3, the Laroma brand organized The Fashion Show 2024 with the theme "Cooler in the Sun". The fashion show with sun protection clothing as the main theme, choreography and lively sound brought surprises and interesting inspiration to the audience.
Laroma brand successfully organized The Fashion show 2024 event with the theme "Cooler in the sun"
The products in the collection presented at The Fashion Show 2024 "Cooler in the Sun" are evaluated by the media and experts as highly applicable, environmentally friendly, with modern designs and styles. With Cool-Air fabric and Cotton, the cooling fiber component, the design of 2 mesh panels under the armpits helps to ventilate, balance the temperature inside and outside the shirt, bringing the coolest and most comfortable feeling to the user.
Over the past time, Laroma has gradually developed and achieved success. The fashion show "Cooler in the Sun" on March 3rd was an affirmation of the position and strength of a fashion brand that not every fashion brand can do. Partly it helps consumers identify the right product, to avoid losing money but having to use poor quality products.
Although the Laroma brand has been well received by the market, there are still many difficulties such as the appearance of many establishments that imitate this brand to launch on the market. Although the authorities have intervened many times, the above situation has not been completely resolved.
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