When Shannon Demi started working as a LuLaRoe consultant two months ago, she never expected to see customers clamoring over a pair of leggings with flying pigs on them.

But whether it’s through a pair of pig leggings in her in-home boutique in Salem or a fruit-printed dress in the comfort of a customer’s home, she sells clothes to make people feel beautiful and happy.

“It’s a very laid back and casual experience,” she said. “My mother loves the clothing and she’s in her 70s. My daughter wears the clothing, she’s 12. It’s pretty amazing to see how this clothing, no matter what your age or body type, it just makes you feel beautiful.”

Next month, Demi will be joining 29 other LuLaRoe consultants at the Norwich Inn and Spa to host a fundraiser for Todd Mackechnie, a family friend who lives in Massachusetts and was recently diagnosed with stage 4 squamous cell carcinoma.

“We’re just doing this to help their family and provide for them financially so they’re able to maintain their lifestyle,” she said. The company will also match some of the donations raised at the fundraiser, she said.

LuLaRoe is a clothing company that specializes in outfits that are comfortable and affordable, and Demi said it stands out from other direct sales companies she has tried because consultants all have different items to sell. A friend who also sells LuLaRoe recommended it to her, and in addition to the flexible schedule, the individualized inventories drew her in.

“Only 1,000 of each print is made for the whole United States, so you may never see this again,” she said, referring to a pair of whale-print leggings she sold at a show the night before. “Every time I open a box, it’s like, ‘Ooh, what did I get this time?’”

The wacky patterns are especially popular, and people looking for a specific style with a specific pattern are said to be “looking for their unicorn” because of how rare the items are, she said.

Demi estimated that she works about 20 hours a week selling LuLaRoe through online orders, parties in customers’ homes, open houses in her own home and at the Salem Trading Post’s Saturday flea markets. She said some consultants sell their inventory as a side job in addition to a full-time position, and others may only sell online or at vendor fairs depending on what works for them.

Even with multiple LuLaRoe consultants in the area, Demi said she never has to seek out customers because of the company’s following. Customers like that it’s a more modest line of clothing with no zippers or buttons to fumble with, and many items can be worn in multiple ways; she said one of the tops and one of the skirts could be combined to create nine different looks.

The company’s leggings, affectionately known as “butter leggings” among fans because of how smooth they feel, are probably their top seller, she said.

Demi said her LuLaRoe business was an investment, but she doesn’t see it as a fad like direct sales items can be sometimes.

“People always need clothes,” she said. “They’re always coming out with new styles, they’re always staying with trends.” She said customers also like that LuLaRoe does research with their fans to see what people want next.

Demi will be hosting a fundraiser Oct. 16 from 2-5 p.m. to benefit Mackechnie’s family. Thirty LuLaRoe vendors will be at the Norwich Inn and Spa along with appetizers and a cash bar. For more information, email Demi at shannondemilularoe@gmail.com.

a.hutchinson@theday.com