Marfa Muse

Lexi and Lisa Odenweller

Meet our latest Marfa Muses, the dynamic mother-daughter duo, Lisa Splitter-Odenweller and Lexi Odenweller.

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Georgia first crossed paths with Lisa and Lexi at a trunk show in The Hamptons last summer, instantly connecting over their shared entrepreneurial spirit, energy and passion (not to mention their incredible, nutritious creations!). Having launched the superfood cafe concept Beaming, Lisa and Lexi are now shaping the future of wellness with Kroma Wellness, creating a modern pantry stocked with nutrient-dense foods and beverages that are both delicious and can be prepared in minutes.

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Tell us about your background and talk us through your career journeys.

LISA: I have started four companies over the past 20 years – two of which have been in the wellness industry. My first food company, Beaming, was a collection of superfood cafes throughout Southern California that I introduced in 2012. Beaming quickly became the most loved healthy grab-n-go concept in the country but my vision was bigger - I wanted to reach people everywhere. I exited in 2017 and began working on Kroma Wellness which we launched in late July 2021. Both wellness brands have been focused on helping people take control of their health by making healthy food taste amazing and making it extremely easy and enjoyable to incorporate into your daily life.

LEXI: I've been working in the health and wellness space with my Mom for the past 13 years. We've built two companies together, Beaming and our most recent one, Kroma Wellness.

What led you to launch Kroma Wellness and what is the philosophy behind it?

LISA: Food and lifestyle choices are the greatest influencers to our overall health, and yet we take it for granted and are way too quick to take a pill. There are no shortcuts, but there are simple things we do every day that can and have a profound impact on how we look, feel and experience life. I have dedicated the last 14 years to creating healthy food and beverage products that help people look and feel their best so they feel optimized throughout every stage of life.

LEXI: We’re huge foodies, so making healthy food taste good is something we've been doing for almost 15 years. After selling Beaming (our previous wellness brand), we took our next business online and made everything shelf stable so that we could reach people everywhere. The vision behind Kroma was to recreate the pantry, in the most nutritious way possible, convenient, portable, and delicious way; where it easily fits into your day, multiple times a day.

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What is it like to work together as mother and daughter?

LISA: It is one of my greatest joys. Having worked with Lexi now since she was 13, I have watched her mature and evolve into an amazing business woman. We are also best friends and have so much fun together. We laugh nonstop and get to share some really incredible experiences. Even amidst some of the more intense moments of running a business, we somehow find lightness and humor.

LEXI: Working with my mom is the most fun ever. We're best friends and are constantly laughing. She is also such an inspiration and I feel so grateful to get to learn from her. She's really taught me everything I know!

What advice do you have for fellow female entrepreneurs?

LEXI and LISA; Leading with your feminine energy is your power. So often we think we need to be harsh and be in our masculine to be heard or respected. What I have learned over the years is how much more powerful we are as women when we lead from our feminine. It’s where our greatest creativity comes from, along with compassion, intuition, empathy and the ability to influence which is something we inhibit when we lead from our masculine.

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What are you both most proud of?

LISA: I am really proud of my children and also of what I have accomplished over the years as a single, working Mom raising 3 young children on my own. It has not been easy but I have the most amazing, well-adjusted, kind, respectful children and we are all really close.

LEXI: We are a very small team at Kroma, and I'm so incredibly proud of our team for accomplishing what we have.

How did you discover the brand?

LEXI & LISA: We both discovered Marfa Stance at a trunk show last summer in The Hamptons and immediately fell in love with everything! The versatility, comfort, style, function, uniqueness and sustainability… her collections are pure perfection. Lexi purchased the parachute parka and I have the vest – with lots of different collars of course :) Both are staples in our closets and our favorite travel pieces. We get so many compliments whenever we wear them.

How do you style your Marfa Stance and what is your favorite combination?

LEXI: I just ordered a bunch more colorful collars to change up the looks of my jacket, which I'm so excited to style, but I throw on it over almost everything. Whether it's getting coffee in the morning, a night out in NYC, traveling... I wear my jacket over sweats, baggy jeans, and a top, a long dress. It just elevates every fit.

M U S E

MUSE celebrates creativity, individuality, and a like minded vision for responsible design and entrepreneurship.

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