Meet The Founder

Ashley Kelley, Purely Lavinia’s CEO, describes herself as an intricate mix of thoughts, dreams, and aspirations.

“My mind is always going; I’m dreaming up something, researching something, or asking a million questions to figure out why.”

As an educator with over a decade of experience, Ashley had a career that was well respected; yet she couldn’t ignore her passion for empowering people beyond the classroom and her love for making products in her kitchen.

“I didn’t see myself as a business woman, and damn sure not an entrepreneur! I just loved making products that solved problems both myself and my community were experiencing. The more research I did, the more upset I would get as I learned how products were marketed to demographics without anyone actually understanding their needs.”

From 2015 to 2020, Ashley continued to make products and experiment with tried and tested ancestral ingredients. Encouraged by family and friends, she began selling her products in 2020 and officially formed Purely Lavinia, LLC in 2021.

What began as a small, local effort has since grown into a bold vision, and in 2025 Ashley fully embraced its potential by deciding to go into large scale manufacturing.

The Name Behind the Brand

“When it came time for a name, I wanted something that was personal but powerful. The name needed to be something I could stand behind.”

The name Lavinia belongs to my grandmother, a strong bold Black woman from Gretna, Virginia who spent much of her life raising her 12 children. My mother gave me her name as my middle name, and I wear it with pride.

Lavinia was known for her strength, but as I reflect on her stories, she didn’t have a choice but to be strong! But…who could she have been with no restraints? No societal box, no limitations, just strength and freedom?

When she passed away I felt the need to make her proud, to take her name and evolve it into all that she was, and didn’t have the chance to be.

“Purely Lavinia… unadulterated me, but not just me; every woman bold enough to be themselves to the core.”

As a mother of three, military spouse, and lifelong educator, she brings passion, resilience, and purpose to her work. Her mission is simple yet powerful: To empower people to heal and grow into their best selves.

"With Purely Lavinia, there’s love, intention, and hope packed in each product. You’ll know it when you open the box; you can feel it."

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