Tribe Boutique was founded by Colby and April, but our story began long before the boutique did. We have been friends for many years, and our relationship first began when April was Colby’s mentor and Crimsonette coach. Over the years, that connection grew into a friendship, a partnership, and eventually a shared dream of creating something meaningful together.

Before Tribe, Colby and April were both teachers—along with our Visual Styling Director, Jamie. Although teaching will always be an important part of our story, the three of us shared a deep passion for fashion, styling, and helping women feel confident. We dreamed of building a place where clothing could be about so much more than what you wear—it could help you feel like the very best version of yourself.

Turning that dream into a reality required a big leap of faith. We each left our teaching careers to pursue Tribe full-time, trusting our vision and choosing to build the life and community we had always imagined. It was exciting, challenging, and a little scary—but it was also one of the best decisions we have ever made.

At Tribe, we choose to see the good in every person and every situation, knowing that even the hardest moments can hold a lesson. We strive to be confident thinkers and doers who make decisions with purpose, take action with courage, and continue moving forward. We believe in supporting and uplifting other women, celebrating their wins, and creating a community where everyone has the opportunity to shine.

We also believe in being fully present with the people around us. Whether we are helping you find the perfect outfit, connecting with you during a live, packing your order, or simply sharing a moment together, we want every member of our community to feel seen, valued, and genuinely welcomed.

Most importantly, we wear the brand. To us, that means living out the values Tribe represents and showing up with integrity, consistency, and authenticity in everything we do. Tribe is more than a boutique—it is a community built on confidence, connection, individuality, and women cheering for women.

There is always room for you in our Tribe, and we would love to have you.