“There’s so much more I could learn about myself”: How LeBron James' wife Savannah found more than a business partner in her longtime friend April McDaniel

Some friendships become a part of a person's life in ways that go beyond everyday conversations. For Savannah James, wife of NBA superstar LeBron James, her bond with April McDaniel has grown into something much bigger over the years. The two women have supported each other through personal changes, difficult moments and new beginnings. Now, after nearly 17 years of friendship, they are also building businesses together.Their story did not begin with a business plan. It started with a meeting in Las Vegas and grew through years of honest conversations. April became someone Savannah could turn to, while Savannah offered the same support when her friend needed it.How Savannah James and April McDaniel helped each other through difficult timesSavannah and April first met at an NBA event in Las Vegas when Savannah was pregnant. April noticed her and made sure she was comfortable. Remembering that first meeting in a 2024 interview with PEOPLE, Savannah recalled April telling her, “Girl, what are you doing? Come over here and sit down.”That small moment was an early sign of the warmth that would become a part of their friendship. Over the years, they stayed close through different stages of life. Their conversations also became a space where they could speak honestly about things they were working through.April faced a particularly difficult period after losing her husband in 2013. She began focusing on her personal growth and started attending therapy. She often shared what she was learning with Savannah after her sessions.“Girl, guess what happened in therapy?” April recalled saying during a 2024 interview with Bustle.Those conversations also encouraged Savannah to look at her own life differently. Motherhood had become such a big part of her identity that she had not always given herself the same attention.“Before, I was just a mom. That’s where I felt my validity was. I put all my eggs in that basket without even trying to look outside of it. Once April and I started to have these conversations, I went, ‘Wow, there’s so much more I could learn about myself.’Their friendship has never been about agreeing with each other all the time. Savannah believes in being honest with April while also making sure she feels supported. In her PEOPLE interview, she described that balance through a particularly warm image, saying she would be there “rubbing your back” when April needed comfort.It is that mix of honesty and reassurance that has helped them grow together. They can challenge each other without making the other person feel alone. How their friendship became a business partnershipTheir shared experiences eventually inspired them to create something together. In April 2024, Savannah and April launched the podcast Everybody's Crazy. Savannah explained to CNBC Make It that she wanted to do something enjoyable with her friend.“I felt like this is something fun that I want to do with my friend,” she said.The podcast gives people an opportunity to call in and speak openly about their experiences. The two wanted the conversations to feel relaxed and different from the usual celebrity podcast format.They later expanded their work with Let It Break, a wellness collective inspired by their individual journeys towards personal growth. The idea was to create a space where women could focus on themselves instead of constantly putting their responsibilities first.Savannah explained to Boardroom in September 2026 that the venture came from the personal development journeys she and April were pursuing separately. Their other business, Crown + Conquer, is April's creative agency, which she founded around a decade ago.Now, all three ventures are coming together under Signed, a new holding company designed to give the businesses the support and leadership needed to grow. The company also has backing from MarcyPen Capital Partners, formed through the merger of Marcy Venture Partners and Pendulum Opportunities.Savannah has also been open about the responsibility that comes with accepting outside investment. Speaking to Boardroom, she said, “As Black women, we don't have the same grace. They're waiting for you to fail.”For Savannah and April, building a company together is another chapter in a friendship that has already seen them through personal changes and difficult conversations. Their businesses may have given them a new professional identity, but the trust behind the partnership was built long before they became business partners.Get the latest Sports News and Live updates. Download the TOI app.