Over the years, Savannah James has evolved her mindset. After her daughter, Zhuri named her as her person to follow, she decided to change herself. She began to focus on the things she loves. That got her to become an entrepreneur today, and the launch of her skincare company – Reframe. It took years of meticulous research and testing to finally get the confidence to release her first three products. But the hardest part was to come up with a name.

That part was even harder than deciding the names of her children.

Yes, you heard that right. With her three children – Bronny, Bryce, and Zhuri- naming them would normally have been a decision of deep thought. But to Savannah James, their names seemed to come off without spending much time. “It just flies off the top of our heads,” she said about naming her children.

But when it came to naming her skincare brand, it was a lot more complicated. For her children, she might have wanted them to be significant to her and LeBron James. But with Reframe, her vision was far bigger. “The name did not come easily…. But because this meant so much to me, and I also wanted it to mean something to other people, it was so hard to think of a name. I was going back and forth on whiteboards,” she revealed to Cosmopolitan.

Given how Savannah James and her team strived to decide on a name, she stumbled upon Reframe in the most unexpected way. The mother had an epiphany about where her mind works best. “I do my best thinking in the shower. And one time, in the shower, I thought of it and knew, oh my gosh, this is the name,” she added.

Now, her vision has become a reality. Savannah James has curated a range of three products to get her journey started. However, she plans on going even further.

Savannah James is going all out

The name ‘Reframe’ may have come to her during a shower. But there is a lot of depth behind it. As she explained, “It’s basically just coming from the fact that we want to reframe the way that clinical skincare is looked at in its approach. We’re making sure that the entire Fitzpatrick scale is accounted for, making sure that we are really intentional with our clinical studies, and also just the way that we’re looking at skincare,”.

And in doing so, she has gone to great lengths to ensure she can change the opinions around skincare.

As part of coming up with her company, Savannah James didn’t want to hold back when it came to testing. She approached Howard University’s College of Medicine to carry out clinical study on every single Fitzpatrick skin tone. James wanted to create products that can cater to every skin tone.

Notably, she felt her skintone itself wasn’t well represented. That became one of her inspirations ot create a skincare line for everyone. And although Savannah James could have easily used her reach to grow her company, she wanted it to be organic. She doesn’t see herself as an expert although James is heavily interested in skincare.

But to create the best quality product, she has a group of industry experts, including Nick Axelrod-Welk. His insights has been crucial.

“He has been amazing to work with because he’s very blunt and dry. This is gonna work, this isn’t right, he’ll say, and I appreciate that. Like I said, I’m still evolving, so getting education from him has been invaluable,” she said about him.

With the right team and a yearning to continue learning herself. Savannah James aims to evolve her company gradually. And thus far, she has done all the hard work and more.