Lux & Nyx: A Fashion Brand with Roots

Lisa Hu’s company champions culture, community, and empowerment

Founded by Asian American and Pacific Islander (AAPI) entrepreneur Lisa Hu, Lux & Nyx blends cultural heritage, community values and fashion innovation, all in the heart of St. Louis. Hu is reshaping what it means to be a fashion-forward and purpose-driven brand.

Hu’s handbag and fashion accessory company is deeply rooted in her own journey, professional story and unwavering commitment to empowering women and underrepresented communities.

Rather than going the traditional fashion path to industry hubs such as New York or Los Angeles, Hu chose to launch her handbag and fashion accessory company in her hometown of St. Louis. This decision wasn’t just about geography; it was about investing in a community that had shaped her and one she wanted to uplift in return.

“Being from St. Louis, it was important for me that I built my business in a place that I felt like I had the community,” Hu said. “It’s also a place that I would like to continue growing my family, as well as give back to the community.”

This support system and local investment have paid off. Lux & Nyx has built a loyal following and cultivated a robust support system. All while staying connected to the broader fashion world through virtual platforms. Hu’s approach defies tradition and proves that innovation and impact can thrive outside of traditional fashion capitals.

Proud of her identity as a Chinese American woman, Hu still feels the weight of both cultural expectations and succeeding as a female entrepreneur. She has had to break through those perceptions and make her own path, a strength she imbues within her brand, Lux & Nyx.

“In reality, there are less Asian fashion designers and product designers. It’s a challenge, but it is also an opportunity,” Hu explained. “This is telling a different story, seeing things through a different lens and bringing the Asian East meets West aesthetic.”

Lux & Nyx, which means light and night, represents change, and more importantly, people’s stories. Hu’s customers are seen as the heroines of their journeys, and she seeks to support them with the bags she makes.

One of these bags, the Zoe Collection, was born from Hu’s own story as a professional woman. She needed a bag that could hold her work supplies, function as a regular bag and hold shoes for quick changes between meetings. She designed a bag that could do exactly that, while still being stylish and practical.

Another line, the Origami Collection, is a tribute to Hu’s AAPI heritage and the childhood art of paper folding. This line combines cultural elegance with day-to-day function. It is now the brand’s best seller and is featured at major retailers, including Macy’s and Nordstrom.

What makes it even more meaningful is the input from Hu’s community that helped shape it.

Lux & Nyx’s mission extends far beyond fashion. As a certified Woman and Minority-Owned Business Enterprise, the company supports sustainability initiatives and gives back 1% of its profits to nonprofit organizations, with a special focus on education and women’s empowerment. Through curated “pay-it-forward” gift boxes, Lux & Nyx has also elevated other local women and minority-owned businesses, helping amplify their voices and stories to a wider corporate audience.

“I hope we can create more jobs and give back in ways that companies who grew up in St. Louis should. From sustainable endeavors to empowering women, we’ve done it.” Hu stated.

This AAPI Heritage Month, Lux & Nyx stands as a testament to the power of local roots, cultural pride and the entrepreneurial spirit. As her company continues to grow, Hu remains focused on building a brand that empowers people to rise, reinvent and be seen.

Lisa Hu isn’t just making handbags; she’s building a movement.

Lux & Nyx products are sold online and virtually, as well as sold through retail stores and in-person pop-ups. For more information, visit their website.