A message from Owner & Designer, Dana:

Wow. Ten years. If you’d told me a decade ago that I’d be sitting here celebrating 10 years of Never a Wallflower, I’d be both shocked and thrilled. I’ve loved fashion my whole life, but I don't have a fashion degree. I’d dabbled in accessories and jewelry, always having a creative edge, but turning that spark into a full-blown clothing line? I just wasn't sure where or how to start.

On the eve of my 40th birthday, I remember thinking, Am I really going to let another 20 years go by without giving this a real shot? I figured why not just try give it a try? What's the harm?

When I officially founded Never a Wallflower in 2015, I didn’t have big investors or a giant production team lined up. I had a handful of pieces—just five or six styles. I packed those pieces up and headed to the Atlanta market to see what response I'd get.

Not only did I receive an encouraging response, but I also met amazing people who would become friends, mentors, and our very first clients. I learned so much during those early days—everything from selecting fabrics to navigating the ever-evolving fashion scene. The process has been both exhilarating and humbling, which, looking back, I wouldn’t trade for anything.

The little mantra—“why not just try?”—has guided me ever since. And it’s allowed me to grow our collection organically, season after season, from those original few pieces to a range of styles that reflect the bold, vibrant energy of the Never a Wallflower brand.

Now, as we celebrate 10 wonderful years, I’m filled with gratitude—for the creative challenges, for my incredible team, for the lessons learned, and most importantly, for everyone who believed in this brand. You’ve been part of making this dream a reality, and I can’t wait to show you what’s next for Never a Wallflower.

Whether you’re someone who’s followed us since day one or you’ve only recently discovered the brand, thank you. Every new style, every show, every connection, and every encouraging word is a reminder of how far we’ve come—and how exciting the next ten years will be.

From the bottom of my heart, thank you for coming along on this ride. Here’s to another decade (and beyond) of style, creativity, and the joy of making your dreams come true.

xo Dana