Cherié Hull Hull-Lucas

Life. Purpose. Beauty. No Limits.

By Cherié Hull Lucas

I am 66 years old.

And I have absolutely no intention of becoming invisible.

In fact, I may be more visible, more purposeful, more curious, and more excited about what comes next than I have ever been.

There was a time when women were almost expected to reach a certain age and quietly step aside. Slow down. Make room. Dress differently. Dream a little smaller.

I missed that memo.

At 66, I am still building businesses. I am still creating programs. I am still advocating for people who need a voice. I am still learning, mentoring, reinventing myself—and yes, I still care about putting on a beautiful suit or dress, doing my hair, wearing my signature bow, and walking into a room feeling confident.

There is nothing frivolous about feeling good about yourself.

And there is certainly no age limit on purpose.

THE WOMAN BEHIND THE NUMBER

My life did not unfold in a perfectly straight line.

I have raised a family. Built businesses. Experienced success and disappointment. Loved deeply. Lost people I never imagined living without. Trusted people who taught me difficult lessons. Started over. Changed direction. And more than once, reinvented the woman looking back at me in the mirror.

Every chapter left something behind.

Kindness. Patience. Resilience.

Kindness, because you never truly know what another human being is carrying.

Patience, because not everything happens on our timetable.

And resilience, because life is going to knock you down occasionally, whether you have plans for it or not.

I've learned that being strong doesn't mean you never get tired.

You get tired.

Sometimes you get really tired.

Rest.

Take care of yourself.

Ask for help when you need it.

But don't confuse needing rest with needing to quit.

There is a difference between giving up and giving yourself time to recover.

That lesson has become increasingly important to me because I spent much of my life doing what so many women do:

Taking care of everybody else.

WHEN I TOOK THE "CARE" OUT OF CARING FOR MYSELF

There is another side of This Is 66 that I believe deserves its own conversation.

I lost 115 pounds.

That's practically an entire person.

But the bigger transformation wasn't simply what disappeared from the scale.

It was what I finally understood about myself.

For years, I knew how to care for people.

My family. My clients. My employees. My patients. My community.

I could advocate for someone else, solve somebody else's problem, build another company, answer another phone call, and take care of "one more thing."

But somewhere along the way, I had taken the care out of caring for myself.

Eventually, I realized something very simple:

If I was going to continue building a life around caring for other people, I had to become one of the people I was willing to care for.

That changed me.

DEMURE: WHEN WELLNESS BECAME PERSONAL

That transformation is also deeply connected to Demure Wellness Management, which I co-founded.

Demure isn't simply another company in my portfolio. It represents something I have come to believe passionately:

Living longer isn't enough. We should be talking about living better.

Wellness should not only be about what we see in the mirror. It should include how we feel, how we function, how we age, and how confidently we continue participating in our own lives.

At Demure, we've watched people begin prioritizing themselves through wellness and aesthetic services that can include healing from the inside out... Red Light Therapy, NAD and glutathione injections, Skin Care Treatments—Epicutis is our go-to—Tetra CO₂ Cool Peel laser treatments, and PHYSIQ 360 body sculpting using the best machines made by Cartessa Aesthetics.

And yes, some of these treatments can literally change what we see on the outside.

But I've watched something else happen in our community.

I've watched people change how they see themselves.

Someone begins losing weight and starts moving differently.

Someone takes control of their wellness after years of putting themselves last.

Someone looks in the mirror after an aesthetic treatment and sees a little more of the person they remember—or perhaps meets a version of themselves they've never allowed to emerge.

That isn't about vanity.

It's about vitality. Confidence. Health. Choice. And self-care.

Demure has shaped our community, but it has also shaped me.

My own 115-pound transformation taught me that self-care cannot always be the thing we promise ourselves we'll get around to after everybody else's needs are met.

Because for many women, "after everybody else" never comes.

Sometimes you have to put yourself back on your own calendar.

And keep the appointment.

THE CROWN IS FOR THE PEOPLE I SERVE

In 2026, I was honored to receive the merit-based title of Ms. Executive West Coast from United Crown of America, recognizing my work as an executive leading multiple companies and organizations.

And yes—it came with a crown.

But I've always said:

"The crown isn't for me. It's for the people I serve."

To me, recognition creates responsibility.

If someone gives you a platform, use it.

If you have knowledge, share it.

If you have a voice, speak for someone whose voice isn't being heard.

If you've found your way through something difficult, turn around and help the person walking behind you.

That's influence.

And influence without kindness isn't the kind of influence I'm interested in having.

BEAUTY AT 66

I think we need to change the conversation about women and aging.

Taking pride in your appearance doesn't mean you're afraid of getting older.

I am not trying to be 36.

I'm enjoying being 66.

I believe in health and wellness. I believe in taking care of my body. I believe in dressing for the room I'm walking into. I love my suits. I love my dresses. I love beauty and style.

But I've learned that some of the most important work we do as we age happens on the inside.

It's learning boundaries.

It's protecting your peace.

It's realizing that kindness is not weakness.

It's developing patience.

It's surviving things you once thought you couldn't.

It's knowing when you need to push—and when your body and mind are telling you to rest.

Self-care isn't selfish. It's maintenance for the life you're still building. (I know, I know, they said it to me too growing up. You can't! Yes, we can, and we will, and we do!)

And it's finally becoming comfortable enough with who you are that you don't need everyone else to understand you.

There is tremendous freedom in that.

NO REGRETS

I'm also writing a book called No Regrets.

That doesn't mean I've lived without mistakes.

Oh, I've made plenty.

No Regrets means I refuse to wish away the chapters that helped create the woman I am today.

The good chapters built me.

The painful ones built me too.

Some people stayed for a lifetime. Others were there for a reason or a season.

I've learned from all of them.

At this stage of my life, I'm far less interested in pretending the story was perfect and much more interested in telling the truth about what the story taught me.

Real stories. Real lessons. A brighter tomorrow.

KNOWING WHEN TO STEP BACK

One of the greatest lessons I've learned with age is that growth isn't always about adding more.

Sometimes growth is about having the courage to remove what is standing in your way.

That can mean a toxic relationship, an unhealthy friendship, a business situation, an environment, or even an old version of yourself that simply doesn't fit anymore.

I spent years believing perseverance meant you stayed, fixed, solved, carried, or somehow made everything work.

I've learned differently.

ALL CAPS - THIS IS A BIG ONE RIGHT HERE. JUST READ THIS THREE TIMES OR MORE!

Not everything is yours to fix. Not everyone is yours to carry. And not everyone deserves continued access to you.

There are times when the strongest thing you can do is step back.

Stepping back isn't giving up.

Sometimes you need distance to gain clarity.

I call it my Clarity Framework:

Step back. Get quiet. Look at what's actually in front of you—not what you hoped it would be. Decide what deserves your energy. Then move forward with intention.

That process has helped me in business and in life.

Mina Morales, CVP of ADS Homecare Staffing, and I had the incredible opportunity to attend ICON in Dallas, Texas, through eWomenNetwork.

If you are not already a member, I strongly encourage you to connect with your local eWomenNetwork chapter. The experience was solid platinum.

Sandra and Briana truly hit the ground running, providing a powerful framework, practical tools, and inspiration to more than 550 women in the room who were ready to think bigger, build stronger businesses, and create their own paths toward becoming millionaires.

There is something extraordinary about being surrounded by hundreds of women who aren't just talking about their dreams—they're actively building them.

Find your community. Learn from women who have done it. Surround yourself with people who challenge you to think bigger—and then put the framework into action.

ICON reminded me once again of something I have always believed:

I am only as great as the people who surround me.

And when more than 550 ambitious women are in one room lifting, teaching, and challenging one another?

That's influence. That's community. And that's powerful.

Because when you're standing too close to a problem, everything can feel enormous. Emotion takes over. You're reacting instead of deciding.

But when you step back, the picture changes.

You begin asking different questions:

Is this helping me grow?

Does this align with where I'm going?

Am I holding onto this because it belongs in my future—or simply because it was part of my past?

And sometimes the answer requires you to let go.

That's not failure. That's clarity.

REINVENTION IS A SUPERPOWER

I have reinvented myself more than once.

And at 66, I'm not finished.

Reinvention doesn't mean pretending your past didn't happen. It means taking everything it taught you and deciding what you're going to do with it next.

I've learned to reframe disappointment into information.

Turn mistakes into lessons.

Turn endings into direction.

And turn the things that tried to stop me into fuel for what comes next.

Today, I think about my future with what I call 10X Direction.

For me, that doesn't simply mean doing ten times more.

At this point in my life, I don't need more busy.

I want more impact.

Ten times the clarity.

Ten times the intention.

Ten times the courage to say yes to what aligns with my purpose—and no to what distracts from it.

Ten times the willingness to protect my time, health, energy, and peace.

Because once you become clear about where you're going, you also become much clearer about what—and who—cannot go with you.

And there is no anger required in that.

Sometimes people are simply meant for a chapter, not the entire book.

You can wish someone well and still close the door.

You can forgive and still have boundaries.

You can be kind without continuing to participate in a situation that is unhealthy for you.

Kindness does not require self-abandonment.

That may be one of the greatest lessons I've learned at 66.

DON'T GIVE UP WHEN YOU'RE TIRED

If I could speak to my younger self—or to any woman wondering whether her best years are behind her—I would tell her this:

Keep going.

But know the difference between something you need to walk away from and a dream you simply need to rest from.

When you're tired, rest.

When you're overwhelmed, step back.

When you're confused, seek clarity.

When something is toxic, remove yourself.

When you've outgrown something, allow yourself to reinvent.

And when the direction becomes clear?

Move forward.

Not recklessly.

Not at the expense of your health.

And not because you have something to prove.

Be patient with yourself.

Be kind to yourself.

Take care of yourself.

And then get back up.

Resilience isn't never falling down. It's knowing that falling down doesn't have to be where your story ends.

WHAT COMES NEXT?

That's probably my favorite question.

Because I don't believe 66 is the beginning of the end of anything.

For me, it feels like another beginning.

There are still businesses to grow, people to advocate for, younger women to mentor, seniors whose stories deserve to be preserved, community conversations to have, a podcast to build, a book to finish—and undoubtedly a few ideas I haven't even thought of yet.

My family and friends know there will always be "one more thing."

And they're right.

I don't want my legacy simply to be a list of companies I founded, pounds I lost, awards I received, or titles I carried.

I want it measured in people.

A family who felt less alone.

A caregiver who discovered her purpose.

A patient who finally felt heard.

A senior who knew their wisdom still mattered.

A woman who learned that taking care of herself wasn't selfish.

And maybe another woman who sees me at 66 and thinks:

"Maybe I'm not finished either."

She's not.

Neither am I.

Because age is just a number.

Purpose doesn't retire.

Dreams don't have an expiration date.

Kindness never goes out of style.

And becoming the woman you were meant to be has no deadline.

This is 66.

Same woman. Bigger purpose.

And I have No Regrets.

- Cherié Hull Lucas

CEO | Entrepreneur | Board-Certified Healthcare Advocate | End-of-Life Doula Practitioner | Wellness Leader | Author | Speaker

Ms. Executive West Coast 2026 - United Crown of America 🎀👑

Building a Legacy of Care: One Mission, One Community, a Lifetime of Care

For Cherié Lucas, success has never been measured simply by the number of companies she has built.

It is measured by the number of lives those companies are able to touch.

As a CEO, entrepreneur, Board-Certified Healthcare Advocate, End-of-Life Doula Practitioner, and the recent recipient of the merit title “Ms. Executive West Coast 2026,” awarded by Miss United Crown of America, Cherié has spent much of her career recognizing gaps in care—and creating solutions to fill them.

Her philosophy is simple:

“I didn't set out to build multiple companies. I set out to solve real problems. Each organization was created to meet a need, and together they form one mission: ensuring that no individual or family has to navigate life's journey alone.”

That philosophy has evolved into an integrated network of independent companies and community programs designed to support individuals through every stage of life.

A Framework of Ventures Built Around People

At the center is ADS Homecare Staffing, which connects families and organizations with trained, elite, and credentialed home care professionals (C-HCA) while creating meaningful employment opportunities for caregivers.

Through AHC Academy, Cherié’s vision extends into education and specialized training for home care aides and senior caregivers. The academy provides comprehensive, in-person caregiver training designed to prepare individuals with the knowledge, confidence, and practical skills needed to serve seniors and families at a higher level.

ADS Homecare Staffing brings compassionate, non-medical home care directly into the homes of individuals and assisted-living residents who need additional support while preserving dignity, independence, and quality of life throughout San Diego County. The organization is managed by Mina Morales, CVP and Area Administrative Divisional Manager, with Karen Morgida serving as CFO.

Through ADS Advocacy, Cherié extends that mission beyond home care. As a Board-Certified Healthcare Advocate, she helps individuals and families understand their options, communicate effectively with healthcare providers, and navigate complex medical systems so they can make informed decisions and have a trusted voice beside them throughout their healthcare journey.

Her work as a Healthcare Advocate connects another critical piece of the mission: helping individuals and families navigate healthcare systems that can often feel confusing, intimidating, and overwhelming.

Other Divisional Locations

Advocate Homecare provides staffing services in Palm Springs, California, and is managed by Wendi Ramnytz, Managing Director.

The Las Vegas, Nevada, division is managed by Leslie Knipple, Managing Director.

For individuals and families facing one of life's most difficult transitions, Graceful Transitions provides non-medical palliative and hospice support, including End-of-Life Doula services. Cherié serves as an End-of-Life Practitioner alongside a team of advocates and certified doulas.

Its mission recognizes that caring for someone at the end of life is about far more than physical needs. It is also about dignity, emotional and spiritual support, and providing clients and their families with solutions, compassion, and human connection.

Cherié also co-founded Demure Wellness Management with Lurette Linn, RN, President. This hidden gem in a community-focused wellness center was built around helping individuals take a proactive role in their health and well-being through wellness services, weight management, nutritional support, education, IV therapy, and esthetics.

The center also offers services and technologies including Cartessa Esthetics CO₂ Laser, Physiq360, SKN Lab, and Glimpse AI skin analysis, along with programs designed to help people feel stronger and more confident as they age—both inside and out.

Both Cherié and Lurette are Master Laser Technicians.

Although each organization provides something different, Cherié sees them as pieces of the same puzzle:

“Education. Employment. Advocacy. Home Care. Wellness. End-of-Life Support.”

“Together, they represent a continuum of care built around one fundamental belief: People should not have to navigate life's most important transitions alone.”

Giving the Community a Voice

Cherié’s commitment to community extends beyond traditional business walls through The Rear-View Podcast, a community-centered platform created to give local businesses, entrepreneurs, professionals, organizations, and community members a place to share their stories, showcase what they do, and introduce the people behind their work.

The concept is rooted in something Cherié understands well: sometimes moving forward begins by looking in the rearview mirror—recognizing where we came from, what we learned, and how those experiences shaped where we are going.

For Cherié, the podcast isn't about creating another spotlight for herself. It is about turning the spotlight toward others.

By providing a welcoming space for conversations about business, community, care, wellness, life experiences, and local resources, The Rear-View Podcast becomes another extension of the mission behind Cherié’s companies:

“Connect people. Share knowledge. Create opportunity. Strengthen community.”

Because sometimes helping someone doesn't require creating another company.

“Sometimes it simply requires giving them a microphone.”

Legacy & Hearts—Bridging Generations

Another expression of Cherié’s commitment to community is Legacy & Hearts, an intergenerational program designed to bridge generational gaps by bringing seniors and students together to collaborate, communicate, and learn from one another.

For seniors, the program creates opportunities for continued purpose, connection, mentorship, and the knowledge that a lifetime of experiences still has tremendous value.

For students, it provides something that cannot always be learned from a textbook: the opportunity to sit with another generation, listen to their stories, understand their experiences, and learn from wisdom that can only come from living.

In a world where generations can easily become disconnected, Legacy & Hearts creates a bridge to help fill that gap.

“The senior becomes a mentor. The student becomes a listener. And eventually, both discover they have something to teach the other.”

For Cherié, that exchange represents another kind of inheritance—one requiring no money, property, or possessions.

“Wisdom passed from one generation to another is a legacy no one can take away.”

Caring for people isn't simply about meeting their needs today. It is about recognizing their value, honoring what they have contributed, and creating opportunities for what they have learned to live on through someone else.

Because perhaps the greatest legacy we leave isn't what someone inherits from us.

“It is what they learned because they knew us.”

The People Beside the Woman

Cherié is the first to acknowledge that no meaningful legacy is built by one person.

One of the principles she lives and leads by is:

“I am only as great as the people who surround me.”

Among those people is Mina Morales, CVP of ADS, a dear friend and trusted leader who has stood alongside Cherié as the organization has grown and evolved for more than 15 years.

At Demure Wellness Management, Cherié shares her vision with Lurette Linn, RN, Co-Founder and President, whose clinical experience, commitment, and partnership have helped turn their shared vision for medical and wellness services into a company focused on helping others live healthier, stronger lives.

And behind it all is Cherié’s family—her husband, Bryon, and her children, Anthony, Karen, Michael, and Melissa—whose love, patience, encouragement, and support have been part of the foundation beneath everything she has built.

Their contributions may not always happen where the public can see them, but their presence has mattered through every season—the risks, sacrifices, losses, victories, and dreams that once seemed impossible.

Their names belong in this story for a simple reason:

You don't build a legacy only for the people you serve. You build it for the people you love—and, when you're fortunate, you build it with them.

The Woman Behind the Companies

Behind the titles and businesses is a woman whose life has included success, loss, love, disappointment, reinvention, faith, resilience—and more than a few lessons learned the hard way.

Those experiences are becoming the foundation of Cherié’s upcoming book, No Regrets.

Written from stories and reflections collected over the years, No Regrets is not intended to portray a perfect life.

Quite the opposite.

“It is about a life that was lived.”

There were victories worth celebrating, mistakes worth admitting, people worth loving, people worth releasing, moments that changed everything, and chapters Cherié never would have chosen—but ultimately learned from.

The book carries even deeper meaning following the loss of both of her parents, Kneeland and Dorothy Hull, and is dedicated to her mother, whose influence remains woven into the woman Cherié is today.

At the heart of No Regrets is a belief Cherié has carried through many seasons of her life:

“Everything happens for a reason, a season, a lifetime, or a purpose.”

Some people remain with us for a lifetime.

Some are meant for only a season.

And some arrive carrying a lesson we do not understand until much later.

When Someone at the Table Becomes Judas

Not every chapter of No Regrets is comfortable.

Some chapters are about the people who loved you.

Others are about the people you believed loved you.

“And sometimes the most painful lessons come from discovering the difference.”

One deeply personal chapter explores what happens when someone seated at the family table—someone entrusted with something sacred—becomes the “Judas at that same table.”

Names do not need to be written for a truth to be told.

And the outcome of that particular chapter is still being written.

But perhaps the greatest lesson isn't about what was taken.

It is about what couldn't be taken:

“Character. Faith. Purpose. Resilience. The ability to rebuild.”

And the realization that an inheritance is not always something left to you in an account, a document, a home, or a possession.

Sometimes the greatest inheritance is what was placed inside of you by the people who came before you.

That realization changed Cherié’s understanding of legacy.

She could spend the rest of her life consumed by what she believes should have been hers, theirs, or theirs to share—or she could continue creating something no one could ever take from her.

“She chose to build.”

That is No Regrets.

It doesn't mean pretending betrayal didn't hurt.

It doesn't mean rewriting painful history simply because the truth is uncomfortable.

It means refusing to allow someone else's self-serving choices to determine the ending of your story.

It also created an opportunity to add another educational component to the advocacy curriculum at AHC Academy.

“Some inheritances are received. Others are created. Cherié intends to leave the latter.”

What Legacy Really Means

That philosophy can be found throughout everything Cherié has created.

Legacy isn't simply about leaving something behind.

“It is about leaving someone better because you were here.”

• A caregiver receives an education and discovers a career.
• A family finds someone they can trust to care for a loved one.
• A patient finds an advocate when the healthcare system becomes overwhelming.
• Someone struggling with their health discovers a path toward wellness.
• A person approaching the end of life is treated with dignity.
• A family facing that journey receives compassion and guidance instead of feeling alone.
• A senior discovers that age has not diminished their purpose or the value of their wisdom.
• A student discovers that some of life's greatest teachers will never stand at the front of a classroom.
• A local entrepreneur is handed a microphone and given an opportunity to tell their story.
• A team member is given an opportunity to lead.
• And children watch a parent persevere and learn that difficult chapters do not have to become the entire story.

Those moments are the true measure of what Cherié has built.

The businesses and programs may carry different names, but the heartbeat behind them remains the same:

“Serve people. Solve problems. Create opportunities. Build relationships. Restore hope. Leave something meaningful behind.”

Cherié’s journey is still being written.

There are companies still growing, people still being served, dreams still waiting to be realized—and pages of No Regrets still waiting to be finished.

But if there is one message she hopes another woman takes from her story, it is this:

“You don't have to erase the difficult chapters to create a beautiful story.”

“You don't have to allow betrayal to make you bitter.”

“You don't have to apologize for starting over.”

“And you certainly don't have to let someone else decide what your legacy will be.”

“Take what life taught you.”

“Surround yourself with people who believe in the mission.”

“Build something that matters.”

“Help someone along the way.”

And when you finally look back at all the chapters—the beautiful ones, the painful ones, the unexpected ones, and even the ones you once wished you could rewrite—recognize that each one helped shape the person you became.

“One Mission. One Community. A Lifetime of Care.”

“Some inheritances are received. Others are created.”

And this life?

“It will be lived with No Regrets.”