Today we’d like to introduce you to Shalita Fleming.
Hi Shalita, we’d love for you to start by introducing yourself.
I was born and raised in the DMV area, primarily in Prince George’s County, Maryland, and my journey really started at home—with food, family, and community. I attended Bowie State University, where I earned my Bachelor’s degree in Pedology. While I was in undergrad, I started catering as a way to supplement my income, but it quickly became something more. That’s when I began creating my own spice blends—out of necessity at first, but it turned into a true passion.
After Bowie State, I continued my education at the University of Maryland, earning a Master of Science in Management with a concentration in Human Resources, along with an MBA. Even while building my professional career, I never let go of what I started in the kitchen.
Over time, that early spark evolved into INDI By Li—a brand rooted in the idea of bringing intention into everyday living through home, body, and table. What started with spices has grown into a full lifestyle experience, including bath and body products, all centered around self-care, culture, and connection.
My journey hasn’t been linear—it’s been built on passion, consistency, and staying true to what feels authentic to me. Today, I’m proud to have created something that not only reflects my roots but also encourages others to slow down, take care of themselves, and find joy in the everyday moments – doing something good for themselves!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The journey was both smooth and challenging at the same time. Yes, because I’ve always had a clear vision for what I wanted INDI By Li to become. I came into entrepreneurship with experience in customer service, business, and retail, so understanding people, building relationships, creating intentional experiences, and forming partnerships came naturally to me. INDI By Li was never a hobby for me—it was something I truly believed in and wanted to build with purpose.
But at the same time, no, it hasn’t been easy. When I first started, I didn’t know all the behind-the-scenes parts of running a business—compliance, marketing, branding, networking, inventory management, or even how important things like brand consistency and color palettes were. I changed my logo three different times, which meant spending more money on rebranding because I was still learning what I wanted the business to look and feel like. Looking back now, I laugh because I didn’t even have a color palette in the beginning.
The struggles taught me a lot, though. They taught me discipline, resilience, patience, and the importance of investing in yourself and your vision. Entrepreneurship will humble you, but it will also grow you. There were moments where I had to believe in myself even when nobody else fully understood the vision yet.
I think struggle can be a good thing because it forces you to evolve. It made me work harder, become more intentional, and stay dedicated even during seasons where things felt uncertain. Every setback became a lesson, and every lesson helped shape the foundation of the brand I have today.
As you know, we’re big fans of INDI BY LI. For our readers who might not be as familiar what can you tell them about the brand?
Readers can connect with and shop INDI By Li through our website at INDI By Li. We currently ship all across the United States and are excited to continue expanding our reach and community.
For updates, product launches, events, and behind-the-scenes content, we primarily connect with our audience on Instagram and Facebook under @indibyli. We’re also excited to share that our YouTube channel will officially be launching this summer, where we’ll be sharing more lifestyle, wellness, cooking, and brand-related content.
We also offer a free email subscription through our website where subscribers receive weekly emails featuring best practices for using our products, health and wellness tips, upcoming events, community activities, and exclusive brand updates. Our goal is to create a space that goes beyond products and truly encourages intentional living, self-care, and community connection.
Any big plans?
Looking ahead, I’m really focused on growth with intention. One of my biggest goals is increasing visibility for INDI By Li in more retail spaces and continuing to introduce the brand to new audiences and communities. I want people to experience the brand beyond online shopping—I want them to connect with the feeling and purpose behind it in real life.
Community involvement is also a huge part of my future plans. Giving back and supporting other small businesses is something that’s deeply important to me because I understand how valuable support, collaboration, and visibility can be when you’re building something from the ground up. I want INDI By Li to continue creating spaces and opportunities that encourage community, connection, and empowerment.
I’m also excited about expanding my product line with items that naturally align with what we already offer. I can’t share all the secrets yet, but everything will stay true to the intentional lifestyle experience that INDI By Li represents. I’m looking forward to collaborating with other businesses and creatives as well, because I truly believe partnerships help create something even bigger and better than we can do alone.
Another major goal for me is building a strong team while continuing to scale the business. I want to create the right support system so I can focus more on the mission, vision, and long-term impact I originally created the brand for.
More than anything, I’m focused on building a legacy, something meaningful that my ancestors would be proud of and something that inspires future generations to dream bigger, move with purpose, and believe in what they’re capable of creating.
Contact Info:
- Website: https://www.indibyli.com
- Instagram: indibyli
- Facebook: indibyli
