Savannah James reveals she stepped out of her comfort zone for Zhuri, shares heartwarming video of her involvement in building her brand

Time of India

30-05-2025

Savannah James, entrepreneur and wife of Los Angeles Lakers star LeBron James, recently launched her skincare line. She has now shared the story behind the creation of the brand, and it has a connection to her only daughter, Zhuri Nova.
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Her fans were impressed with her heartwarming story, cheered for her, and showed their interest in her new venture on Instagram. Zhuri is 10 and plays volleyball as a sport.
Savannah James pens a note as she shares her brand story
Savannah James shared a video of how she worked for hours to come out with the brand. It also includes a glimpse of Zhuri. She wrote along with it: 'A few years back, my daughter Zhuri looked at me and said that when she grew up, she wanted to be just like me. That moment made me reflect: what blueprint had I established for her to follow?'
Coming up with an answer, she further wrote, 'So I stepped out of my comfort zone—for Zhuri, but really for myself.
I set out to create a skincare brand that was inclusive—not just of skin tones and types—but of all aspects of culture: fashion, music, art, design. I surrounded myself with experts in every field and let my curiosity guide me. The journey of bringing Reframe to life has been exhilarating and overwhelming.
It's proof that doing things in a new way usually means taking the steeper, longer route. But that's exactly why I'm so proud of what we've built: exceptional formulas, expertly crafted, and clinically validated.'
She added that she has exclusively used these products for the last two years, and her skin has never felt or looked better. Therefore, she wants her fans to use the brand.
Savannah's fans loved her post and showed their enthusiasm for her skincare line. 'And when they hit the shelves we're buying!' reacted a fan. Another wrote, 'Go queen! congrats!!! I'm def excited to try!' One more said, 'Congratulations Savannah! We've been waiting for the skincare routine and you OVER delivered!' A fan also called her 'Perfection.'
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A fan also wrote a small message for her: 'I understand that you want something tangible for her to admire but just know being her mom was already enough. You are everything and I don't even know you! So poise, always gracious and incredible mother & wife. You have already set the standard of greatness for her! We are all so proud of you!'
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Savannah and LeBron James have three kids, with Zhuri being the youngest. Their two older sons, Bronny and Bryce, have followed in the footsteps of their father by choosing basketball as a career option. While Bronny joined the NBA and went on to play with LeBron as part of the Los Angeles Lakers, Bryce is committed to play for the University of Arizona's Wildcats.