Objective: Stigma resistance is consistently linked with key recovery outcomes, yet theoretical work is limited. This study explored stigma resistance from the perspective of individuals with serious mental illness (SMI). Methods: Twenty-four individuals with SMI who were either peer-service-providers (those with lived experience providing services; N = 14) or consumers of mental health services (N = 10) engaged in semi-structured interviews regarding experiences with stigma, self-stigma, and stigma resistance, including key elements of this process and examples of situations in which they resisted stigma. Results: Stigma resistance is an ongoing, active process that involves using one's experiences, knowledge, and sets of skills at the 1) personal, 2) peer, and 3) public levels. Stigma resistance at the personal level involves a) not believing stigma or catching and challenging stigmatizing thoughts, b) empowering oneself by learning about mental health and recovery, c) maintaining one's recovery and proving stigma wrong, and d) developing a meaningful identity apart from mental illness. Stigma resistance at the peer level involves using one's experiences to help others fight stigma and at the public level, resistance involved a) education, b) challenging stigma, c) disclosing one's lived experience, and d) advocacy work. Discussion: Findings present a more nuanced conceptualization of resisting stigma, grounded in the experiences of people with SMI. Stigma resistance is an ongoing, active process of using one's experiences, skills, and knowledge to develop a positive identity.Interventions should consider focusing on personal stigma resistance early on and increasing the incorporation of peers into services.