Today we’d like to introduce you to Emily Wickard
Hi Emily, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I founded Avara in 2018 after having spent 20 years in Finance. I had grown tired of the Corporate world and was not able to be present physically and emotionally for my 2 young kids who were 1 and 3. I decided to take a leap of faith and start my own clothing brand. . I always had a passion for fashion. But after having kids, I felt I’d lost my sense of style. I found myself overpaying for designer clothes I didn’t love. I noticed a void in the marketplace for women who wanted colorful, flattering, and easy-to-wear pieces without spending a fortune. So, at 43 I took a leap of faith, I quit my career and decided to start my own clothing brand. I literally went home and googled “How to start an online boutique.” I named Avara after my daughter, Ava, whom I hope is inspired to take risks in life.
I initially began posting pieces on a local Facebook group, developed a following there, and sold items out of my home. In 2020, in the middle of a pandemic, we opened our first brick and mortar store in Dallas. In that same year, we moved fulfillment operations out of my spare bedroom and into Avara’s first warehouse. Since its humble beginnings in my home, the brand has grown exponentially with “Avaraistas” in every state across the country, Mexico, and Canada. My goal is for Avara to be the go-to brand for compliment-worthy clothing that allows women to celebrate all of life’s moments with confidence and joy.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I always say, it takes years of hustle to become an overnight success. Initially, I found myself working more than I had in my Corporate role. The difference was I loved what I was doing and had the flexibility to be present for my family. I am a firm believer that Avara is always right where it is meant to be. There were times that I felt hopeless – when University Park cited me for running an ‘illegal business’ out of my home – but I always kept going. I focused on the solution and getting into productive action – I didn’t wallow in the problem. In the end, so many of the things I labeled as “bad” were actually blessings in disguise for the organization.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
At Avara, we create and curate a line of women’s clothing and accessories that come with compliments guaranteed! We call our shoppers, Avaraistas. An Avaraista enjoys fashion, but is often too busy with life to spend it shopping. She considers Avara her “one stop shop” for on-trend and easy-to-wear pieces. I love offering fun and fabulous styles to our customers that are also accessible, as most of our pieces are less than $85.
In 2022 and 2023, Avara was named to the Inc 5000 list of fastest growing privately held companies in the nation. In addition, in 2023, Avara was recognized as #1 in e-commerce, #4 in women’s retail, and #20 overall in the Dallas-Ft. Worth Metroplex. We also currently provide more than 150 women across the country with an opportunity to earn money through our Ambassador and Influencer programs. But most importantly, through the brand I hope to create a shopping experience where women feel part of a community through the shared love of fun, accessible, curated fashion that inspires them to feel authentically confident.
Are there any books, apps, podcasts or blogs that help you do your best?
I am proud to say that I am 8 years sober. So, I really like to prioritize making time for my recovery and focusing on ways to be of service at Avara and in our community.
Contact Info:
- Website: https://shopavara.com/
- Instagram: https://www.instagram.com/shop_avara
- Facebook: https://www.facebook.com/shopavara
- Other: https://www.tiktok.com/@shop_avara
