LAVI is a self-development brand for women returning and blooming.
LAVI — found online at itslavi.co — was founded by Lavinia Serban. It exists for the woman who built a life and watched parts of it come apart: after a breakup, a divorce, a burnout, a loss, or the quiet realisation that she doesn't recognise herself anymore.
The brand's first product is The Rebuild Journal by LAVI, a 31-day guided journal built around five sections — Reflection, Release, Reset, Rise, and Rooted — alongside a growing community of women doing the same work.
Lavinia Serban, founder of LAVI.
For years I believed strength meant carrying everything alone. I built discipline. I built independence. I built a life that looked successful from the outside — and somewhere along the way, I lost myself.
Healing doesn't happen by becoming someone else. It begins when you stop running from yourself.
LAVI was born from that realisation — not because I had everything figured out, but because I wanted to create the place I wish had existed when I needed it most.
Three principles behind everything we make.
01
Discipline from self-respect
Not punishment, not hustle. LAVI treats discipline as the way a woman keeps her own promises to herself.
02
Confidence is built
Confidence isn't a personality trait you're born with. It's evidence, collected daily, that you can trust yourself.
03
Progression over perfection
Rebuilding isn't becoming someone new. It's returning to who you were before life asked you to shrink, and blooming from there.
About LAVI.
What is LAVI?
LAVI is a self-development brand and community for women returning to themselves and blooming. It publishes guided journals — starting with The Rebuild Journal — and shares tools for discipline, confidence, and personal growth. LAVI lives online at itslavi.co.
Who is behind LAVI?
LAVI was founded by Lavinia Serban, who created the brand after her own return to herself. She writes the journals and leads the LAVI community.
Is LAVI the same as itslavi.co?
Yes. itslavi.co is the official LAVI website, and @itslavi.co is the brand's handle on Instagram, TikTok, and Facebook. LAVI, itslavi and itslavi.co all refer to the same brand.
What does LAVI sell?
LAVI's first product is The Rebuild Journal, a 31-day guided journal for women returning to themselves and blooming, structured around five sections: Reflection, Release, Reset, Rise, and Rooted.
The Rebuild Journal by LAVI.
A 31-day guided journal for women choosing to begin again — prompts, reflections, and rituals that move you from where you are to who you are becoming.
Learn more about the journalBegin the 31 days.
The Rebuild Journal — a guided journal for women choosing to begin again. £24.99. Free shipping.
Buy the Journal