Empowering Creative Entrepreneurs

Shermin Lakha sits uniquely at the intersection of law and creative entrepreneurship. As the founder of LVLUP Legal and Tiger Tiger Creative Agency, she's reshaping how creators and brands navigate the complexities of the evolving digital landscape. Recognizing a gap between traditional legal services and the booming creator economy, Lakha built ventures that don't just offer legal protection—they empower entrepreneurs with strategic insights, practical advice, and a clear vision for growth. In this interview, Lakha shares how innovation, agility, and dual expertise in law and branding position her clients to thrive in an industry that's rapidly redefining itself.

1. As the founder of LVLUP Legal and Tiger Tiger Creative Agency, you've carved out a unique space at the intersection of law and creative entrepreneurship. Could you tell us about your journey to building these complementary ventures?

As the founder of LVLUP Legal and Tiger Tiger Creative Agency, you've carved out a unique space at the intersection of law and creative entrepreneurship. Could you tell us about your journey to building these complementary ventures?
When I launched LVLUP Legal in 2019, I had a clear vision: to empower entrepreneurs and founders with the legal protection they need to thrive. What I didn’t expect was how quickly the creator economy would explode, transforming social media personalities into businesses. When COVID hit, that growth accelerated, and suddenly, content creators became serious entrepreneurs in need of legal support.

I saw an opportunity to bridge that gap. The creator economy is a billion-dollar industry, yet from a legal perspective, it’s still underserved. Creators are businesses. They need contracts that protect their partnerships, intellectual property strategies that safeguard their work, and legal structures that ensure their brands have longevity. But traditional legal services weren’t built for them. That’s where LVLUP stands out—we translate legal complexities into practical, real-world solutions. We don’t just hand over contracts; we educate creators on how to negotiate deals, protect their content, and build sustainable brands.

Understanding the power of branding is what makes LVLUP Legal different. We’re not just a law firm—we’re a brand in our own right. That same philosophy led me to create Tiger Tiger Creative, where we help brands tap into the authenticity of real creators and scale their content with impact. At the core of both ventures is the same mission: to empower people with the tools they need to own their success—whether that’s through legal protection or creative strategy.

The intersection of law and creative entrepreneurship isn’t just where I work—it’s where the future is being built. And I’m here to make sure that the people driving that future have the support they need to thrive.
How do you define innovation in the legal services industry, particularly as it relates to serving creative entrepreneurs and digital creators?

2. How do you define innovation in the legal services industry, particularly as it relates to serving creative entrepreneurs and digital creators?

Innovation in legal services is all about rethinking how lawyers serve their clients. The reality is that many people don’t trust lawyers, often because traditional legal services feel expensive, confusing, and disconnected from real business needs. I wanted to change that.

For me, innovation means meeting creative entrepreneurs and digital creators where they are. That’s why I built LVLUP Legal with transparency at its core—offering flat-fee pricing and acting as a true legal advisor, not just someone who drafts paperwork. I understand that my clients aren’t just looking for legal protections; they’re focused on building their brand, growing their revenue, and securing bigger opportunities. That’s where my agency, Tiger Tiger Creative, comes in.

Through Tiger Tiger, I don’t just protect creators—I help them maximize their earnings, negotiate stronger deals, and position themselves for long-term success. Legal strategy and brand strategy go hand in hand. While these businesses may seem separate, they’re actually deeply aligned. True innovation in legal services isn’t just about adapting to change—it’s about leading it. And for me, that means giving my clients the tools, strategies, and protections they need to thrive in every aspect of their business.

3. Your work spans both legal services and creative agency leadership. How does this dual perspective influence your approach to problem-solving and generating new solutions for clients?

Being both a creator and a lawyer allows me to approach problem-solving with a unique, real-world perspective giving me a unique advantage in solving problems for my clients. I don’t just look at contracts from a legal perspective; I look at them through the same lens as my clients, understanding both the immediate wins and the long-term impact on their brand and business.

My job is to protect my clients without limiting their opportunities. Because I understand the nuances of brand partnerships, usage rights, ad spending, and intellectual property from firsthand experience, I can negotiate stronger, more strategic agreements. It’s not just about securing a paycheck, it’s about ensuring my clients’ personal brands remain valuable, protected, and scalable. I also look at the bigger picture, balancing multiple deals to create a sustainable, lucrative career path rather than just a series of one-off opportunities.

Few lawyers truly understand the creator economy from both sides, and that is what sets me apart. I bridge that gap by offering practical, strategic solutions that empower my clients to create freely, scale their business, and secure deals that work for them now and in the long run, ensuring every deal aligns with their brand, their vision, and their future.

4. Running two distinct yet connected businesses requires different types of creative energy. What practices or rituals do you rely on to maintain creative momentum while switching between legal and creative work?

People assume being a great lawyer is all left brain, but creative strategy is just as important as legal expertise. Whether I’m structuring a brand deal or helping creators produce scalable content, my work is all about solving problems in innovative ways. The momentum isn’t difficult to maintain because I genuinely love what I do, every day is different, and every challenge requires both practical thinking and creative vision.

Running two dynamic businesses requires discipline, so I structure my day with intention. Mornings always belong to me, that’s my time to reset and prioritize. I create a to-do list with distinct sections for legal, creative, financial, and personal tasks, ensuring I can shift between different modes of thinking seamlessly. I also have daily standing meetings with my teams, where I delegate effectively so I can focus on high-level strategy.

What keeps me energized is the excitement of working with entrepreneurs and creatives who are building something bigger than themselves. There’s never a dull moment when you’re scaling brands, negotiating game-changing deals, and shaping the future of the creator economy. For me, switching between legal and creative work isn’t a challenge, it’s what makes every day exciting.

5. The creator economy and digital landscape are rapidly evolving. How do you identify emerging trends and potential legal challenges that might affect your clients?

The creator economy is shifting from curated content to real-time engagement. AI has made it easier to produce polished visuals, but what truly sets creators apart now is their ability to connect with their audience on a deeper level. Brands are no longer just looking at follower counts, they care about engagement, retention, and how creators keep their audience invested across multiple platforms, from social media to newsletters to live content.

Livestreaming is the next big wave. Unlike static content, live video is raw, interactive, and impossible to fake. Audiences crave authenticity, and brands are taking notice. Behind-the-scenes moments, live shopping, and real-time Q&As are becoming essential tools for creators who want to stay relevant. But not every creator is a natural on camera, and that’s where my agency Tiger Tiger Creative comes in, we help creators develop their storytelling skills, master live engagement, and create content that not only resonates but also converts.

The future belongs to creators who can build real communities, not just audiences. My job is to make sure they have the legal protections, strategic content, and skills to thrive in this evolving digital space.

6. You work with Amazon Live creators and various startups. How do you balance maintaining legal rigor while fostering the agility and innovation these clients need?

As a legal advisor and creative strategist, my goal is to help clients not just launch but thrive, especially in a marketplace like Amazon, where visibility and trust drive sales.

For brands looking to sell on Amazon, the legal groundwork is essential. A filed trademark, a registered business entity, and the right contracts are the key to unlocking Amazon’s full potential. Without these, brands can’t access crucial tools like Amazon Brand Registry, which protects their products and gives them more control over their listings.

But legal structure alone isn’t enough, success on Amazon is driven by content. Consumers trust Amazon, but they rely on reviews, videos, and live demonstrations to make purchasing decisions. That’s where Amazon Live comes in. Live shopping is the next evolution of e-commerce, offering real-time engagement and instant conversions. I help creators and brands navigate this space by providing both the legal framework to protect their business and the strategic guidance to maximize revenue through engaging, shoppable content.

By combining legal expertise with creative strategy, I help my clients move fast, stay protected, and scale effectively in the ever-changing digital marketplace.

7. Both your companies serve entrepreneurs and creators. What unique cultural elements have you implemented to ensure your teams can effectively support these dynamic clients?

Building LVLUP Legal and Tiger Tiger Creative was never just about business, it was about redefining what success looks like, especially for women in leadership. Law is often seen as rigid and traditional, but I believe success comes from innovation, adaptability, and breaking old perceptions.

To support our dynamic clients, I’ve built teams of self-starters who share this vision. I hire people who are not just experts in their fields but who also think strategically, creatively, and holistically. My legal team isn’t just about contracts, they understand business, branding, and marketing, making them true advisors to our clients. My agency team isn’t just about content, they understand the business of content creation, how to generate ROI, and how to scale brands effectively.

Because my teams are aligned with the bigger vision, I don’t have to micromanage. They take ownership of their roles, allowing me to focus on strategy and growth. Together, we’ve built a culture of collaboration, where legal protection and business growth go hand in hand. We don’t just help brands protect their success, we help them create it.

8. Looking ahead, how do you envision the relationship between legal services and creative entrepreneurship evolving, and how are you positioning your companies to lead in this space?

The relationship between legal services and creative entrepreneurship is becoming more intertwined than ever. As the creator economy grows, legal strategy is no longer just about protection, it’s about empowerment. Creators and brands need legal frameworks that allow them to scale, monetize, and adapt to new platforms like Amazon Live, AI-driven content, and evolving brand partnerships.

I see the future of legal services as being deeply integrated into the business growth process. It’s not just about reviewing contracts, it’s about structuring deals that maximize opportunity while ensuring long-term security. At LVLUP Legal, we approach law with a creative, business-minded perspective, making it accessible and strategic for entrepreneurs. At Tiger Tiger Creative, we help creators and brands navigate this rapidly changing landscape, ensuring their content isn’t just impactful but legally sound and optimized for revenue.

By hiring teams that think holistically, lawyers who understand branding, and strategists who understand business, I’ve positioned my companies to lead this shift. We’re not just reacting to industry changes; we’re setting the standard for how legal and creative services work together to drive innovation and success.