In 2007, not very satisfied with the other options available, Ru Catania decides to self­produce the third album of his band WAH Companion.

The friend Fabio Cussigh, photographer and graphic designer, spurs him to do more, to give a name to the container and found a label to publish their own projects first, and then open up to other artists, not necessarily Italian.

The first album to be released by Lady Lovely is indeed "Quasi tutto liscio" by WAH Companion, while the second is "Romancing The Bone" by Betzy, joint project of Fabio and Ru.

In 2011, the musician and lawyer Tommaso Calamita, with his fresh Music Business studies, becomes part of the staff, bringing new energies and new professional skills.