Our Story

Deluloré was born from the realization that checking every traditional box—the degree, the career, the safe path—might not be the whole story.

For founder Julia, it was only the prequel.

Julia is a mom of two, a former entrepreneur, and a corporate girl by résumé who has spent most of her adult life feeling pulled toward something bigger. On paper, her path made sense. In her gut, she always knew there was more waiting for her.

Not in a perfectly polished, had-it-all-figured-out way. In the restless, deep-down way that keeps tapping you on the shoulder until you finally decide to listen.

That instinct first became Good Morning Baby, a children's brand Julia built into a six-figure business as a team of one, with her husband, Josh, behind the scenes as her sounding board, biggest supporter, and unofficial operations partner.

Building Good Morning Baby taught her what it actually takes to bring an idea to life: the late nights, the scrappy decisions, the mistakes, the momentum, the customer obsession, and the quiet satisfaction of proving to yourself that you can do the thing you once only imagined.

After selling the business, Julia returned to the corporate world and eventually landed at Shopify. The career was good. The life was good. Nothing was technically wrong.

But the craving to create something of her own never went away.

Deluloré was born in that tension—the space between being grateful for the life you have and knowing you are still allowed to want more.

This time, Julia did not want to build another product for the sake of building one. She wanted to create a brand for anyone standing between who they have been and who they know they are capable of becoming.

A brand that reframes the pivot.

Because changing direction is not always a crisis. Sometimes it is a preemptive victory lap. Sometimes the safe path was never the final destination. Sometimes the version of you that wants more is not ungrateful, unrealistic, or lost.

She is paying attention.

As a mom of two daughters, that belief became even more personal. Julia began asking herself what she wanted her girls to learn from watching her live: to stay inside the lane they were given, or to trust themselves enough to create a new one?

Deluloré is her answer.

It is being built as a reminder—for her daughters, for herself, and for anyone who needs it—that you are allowed to change the plan. You are allowed to be misunderstood. You are allowed to believe in yourself before there is proof. You are allowed to stop playing it safe, burn the backup plan, and move toward the life you cannot stop picturing.

The first product is fragrance.

But Deluloré was never meant to be only perfume.

It is a daily, sensory permission slip to trust your gut, romanticize the plot, and boldly step into the future you were always meant to claim.

Where the Name Came From

The name Deluloré came from the same belief the entire brand is built on: sometimes you have to be a little delusional to create the life you actually want.

"Delu" is a play on delusional—the kind of belief required when the proof has not arrived yet. The belief that lets you begin before you feel ready, make the move before everyone understands it, and keep going even when the best-case scenario still looks unrealistic from the outside.

"Lore" gives the name its elevated, story-like feeling. Because every reinvention, wrong turn, bold decision, and seemingly delusional dream becomes part of the story you will one day tell about how you got there.

Pronounced day-lu-lore-eh, Deluloré is future you speaking.

A reminder to believe before the proof shows up—and to move like the outcome is already on its way.