Done pretending. Done apologizing. Done waiting for a shop that gets it.
My name is Lori. I am the woman behind Obviously Co — and I am, as it happens, a late-diagnosed ADHD woman who spent the better part of six decades being funny, capable, accomplished, and absolutely certain that something was wrong with her. Spoiler alert: Nothing was wrong with her.
Obviously.
But I was busy all those decades. Achieving. Showing up. Keeping every plate spinning while quietly wondering why it all felt so impossibly hard when everyone else seemed to manage the same things so effortlessly.
Turns out there was a reason for that. I found out at 55. ADHD — currently my superpower.
These days I split my time between Obviously Co and a handful of other creative ventures — because it turns out a brain like mine with decades of pent-up creative energy is, in fact, a lot. Obviously.
I make things for the woman who is smart, sarcastic, self-aware, and completely over it all — in the best possible way. The humor here is dry. The wit is sharp. The empathy is real. And the designs are immaculate.
Which means this shop is for a lot of women...
The Gen X woman who has finally, blessedly, completely run out of f's to give.
The Gen Z woman who never had any to begin with and is not apologizing for it.
The neurodivergent woman who spent decades wondering what was wrong with her and recently found out — nothing.
The woman who is bold, a little irreverent, and done pretending to be anything other than exactly who she is.
The smart-ass.
The overachiever who is quietly exhausted.
Different women. Same energy. Obviously.
If you are funny, self-aware, a little tired, and completely done performing normal — you are in exactly the right place.
Why "Obviously"?
Because when I finally figured out what was going on with my own brain, everything rearranged itself around that word.
Obviously it was never a character flaw.
Obviously the exhaustion was real.
Obviously I was right about myself all along.
And obviously — obviously — I should have known sooner. But here we are. Better late than never.
I spent 55 years thinking I was the problem. I wasn't. You aren't either.
Obviously.
— Lori, Obviously Co