It’s a Chico’s Kind of Day LUME founders were the driving force behind the Chico’s brand creative for nearly a decade. Their catalogs became works of art featuring breathtaking photography with each new month highly anticipated by Chico’s loyal customers. The pair translated the lifestyle aesthetic into successful national print and television advertising campaigns as well as in-store signage and online boutique. During their tenure at the company, positive comp store increases were posted every month. This consistent double-digit annual growth made retail history and put Chico’s on both the fashion and finance map.