Our guest on In Her Shoes this week is Geraldine Chung, the founder of the beloved online fashion brand LCD. 

It began as an online destination, showcasing an inspired mix of emerging independent designers. The brand grew fast—within a few years, Chung went on to open a brick and mortar location in Los Angeles. 

But like so many other small businesses, LCD took a big revenue hit during the pandemic. It's been difficult for small brands like it to regain stability, much less profitability. Earlier this month, Chung announced in a very candid Instagram post that she's shutting down the business.

We wanted to talk to her about how she reached this decision, and ask her to reflect on what she learned in a decade of building and evolving the brand in a changing retail landscape.

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