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Avara was founded in 2018 by Emily Wickard, who after spending 20 years in Finance, grew tired of the corporate world. As a mother of 2 young kids, she decided to take a leap of faith and start her own clothing brand. Avara is named after Emily’s daughter, Ava, whom she hopes to inspire to take risks in life.


Avara is the go-to brand for compliment-worthy clothing that allows women to celebrate all of life's moments with confidence and joy.

What WE DO

Avara creates and curates a line of women's clothing and accessories that come with compliments guaranteed! Our goal is to create a sense of community through the shared love of fun and accessible fashion that will inspire women to feel authentically confident.

who is an AVARAISTA?

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 that always bring the compliments.

Women Owned. WOMEN LED.

Since its humble beginnings in Emily's home, Avara has grown exponentially, with "Avaraistas" in every state. In 2022 and 2023, Avara was named to the Inc 5000 fastest growing privately held companies in the country.

“It takes years of hustle to become an overnight success.”


The Journey: AVARA.

Emily created Avara after noticing a void in the marketplace for women who wanted fun, colorful, and easy-to-wear pieces without spending a fortune.

a leap of faith
January 2018

Emily walks away from a 20 year career in Corporate Finance in hopes of finding work that enables her to be more present for her two young kids, Ava and AJ. With no experience in the fashion industry, she googles "how to start an online boutique" at her kitchen table.

our beginning
July 2018

Emily officially launches Avara and starts selling pieces in a local Facebook group. She hosts pop-up shops in her home, storing inventory in her son's bathtub. Her porch was the hottest pick-up spot in Dallas!

August 2019

SHOPAVARA.COM is launched, enabling selling across the country. Avara creates an Instagram account and the Avaraista community is born.

March 2020

COVID hits. Emily begins recording "fit videos" for new arrivals, as customers can no longer shop in person. Avara pivots to selling loungewear and business BOOMS!

open for business
July 2020

In the middle of a pandemic, Avara opens its first brick and mortar store in Dallas. The little house with the pink door becomes THE hot spot to gather and shop.

Avara Exclusive
February 2021

Frustrated by the selection at apparel market, Emily tries her hand at design and Avara Exclusives are born. Avara embarks on its first Influencer partnership with @nashvilletash.

August 2022

Avara is named to the Inc 5000 list of fastest growing companies in the country- #406 on the list and #3 in women's retail.

and more growth
August 2023

Avara is named to Inc 5000 for a second year in a row as the #1 fastest growing e-commerce business in the COUNTRY! With over 70 employees, Avara moves into its first headquarters, where all employees are under one roof.

Today Show
December 2023

Avara is featured on the Today Show in Hoda and Jenna’s Best Dressed Guest segment.

avara 2.0
June 2024

Avara launches a new website with improved functionality and a chic new look.


ACHIEVE: To be the best each and every day in order to differentiate Avara from our competitors and support a culture of high performance, all while building an unrivaled customer experience and making things right, every time.

BE BOLD: We will continue to be bold, in both our product development, as well as our delivery channels and strategy.

COLLABORATION: A focus on one team, oriented around respect and trust to achieve our shared goals and to be supportive of each other across the brand.

POSITIVITY: Lead and participate in building and supporting an uplifting and fun culture across the brand and throughout the Avaraista community.