Preserving the essence of silk
Amidst the vast plateaus of Lâm Viên, there lies a land renowned for its sericulture. Ivory-white silkworms, plump and voracious, nibble tirelessly on mulberry leaves, spinning delicate threads that nurture a profound love for silk. This story is at the heart of Lơ Silk, a brand founded by Thảo Trần, raised and born of Di Linh. Rooted in the silk traditions of Di Linh and Bảo Lộc, and more recently, the silk-weaving heritage of Mã Châu in Quảng Nam, Lơ Silk is a tribute to Vietnamese craftsmanship.
For those who embark on a business journey driven by true passion, their brand becomes an exact portrait of themselves. Lơ Silk and its founder, Thảo Trần, are prime examples of this philosophy. The story of Lơ Silk began long before its inception, when Thảo was still working in the corporate world, immersed in data and analytics. It wasn’t until nearly a decade ago that she took a bold leap into fashion, founding Lơ Boutique—a brand that embodies an effortless, modern take on Asian femininity. Focused on high-quality silk designs with minimal silhouettes, Lơ Boutique caters to women over 35, those who have good taste in both their style and lifestyle.
Lơ Silk emerged as an extension of Thảo Trần’s love for silk, five years into her journey with Lơ Boutique. More than just a brand, Lơ Silk is an exploration of material—an endeavor that took Thảo back to her hometown, where she delved into traditional silk villages, learning directly from artisans. The brand’s debut collection was a study in simplicity and timelessness, crafted from Bảo Lộc silk, designed to be worn and cherished repeatedly. “Every piece carries a story,” Thảo reflects, and the spirit of that first collection remains an enduring part of Lơ Silk’s identity today.
Sustainability in the smallest details
In the relentless rhythm of modern life, stepping into Lơ Silk’s world—whether through its digital presence or the words of its founder—feels like touching a sheet of cool, weightless silk. It is a space of quiet elegance, free from distractions. Both Lơ Silk and Lơ Boutique embrace a gentle approach to communication, favoring imagery and messages of serenity and healing. From the very beginning, sustainability has been woven into Thảo Trần’s vision—not just in materials but in philosophy, design, and business practices.
For Lơ, sustainability extends beyond the use of 100% natural fibers. It is reflected in timeless silhouettes that resist fleeting trends, in garments designed for longevity, and in a dedicated team that grows alongside the brand. Every aspect of production, from raw material sourcing to final touches, prioritizes environmental and social responsibility. Through Lơ Silk, which specializes in handcrafted silk from Vietnam’s most skilled weaving and dyeing artisans, Thảo hopes to cultivate greater awareness of sustainable fashion among young Vietnamese consumers.
In design, both Lơ Boutique and Lơ Silk champion simplicity and versatility, allowing garments to be worn and re-worn across seasons. Achieving this requires meticulous attention to fabric selection and tailoring techniques, with constant refinement to enhance quality. Thảo believes that when a product is made with sincerity, customers will feel it. Above all, Lơ steers away from mass production, favoring bespoke services such as custom tailoring, alterations, and personalized fabric choices. Rather than scaling up, Thảo prioritizes deepening craftsmanship, ensuring that each piece is thoughtfully created. As a result, Lơ’s production remains intentionally limited—just enough, never excessive, minimizing waste.
A Boutique Approach to Luxury
True to its boutique ethos, Lơ places great emphasis on customer care. Every month, Lơ sends small but thoughtful gifts such as artisanal tea or handmade soaps, accompanied by heartfelt notes of appreciation. These gifts carry deep sentiment, strengthening customer loyalty. Today, returning clients make up 60% to 70% of Lơ’s customer base, a testament to the brand’s thoughtful approach.
Beyond customers, Lơ’s sustainability also extends to its team. Many of Thảo’s employees have been with her since the beginning, nearly a decade ago. Her management style is one of trust—she personally oversees product quality but refrains from micromanaging. Instead, she entrusts her team with clear KPIs and creative autonomy. In her view, a stable and committed team is essential not only for running a business but also for sustaining meaningful connections with customers.