Our Story

Have you ever felt like someone else was directing the course of your life? Jim and I did. So, when we were relocated to Upstate New York, we moved our belongings into storage – in Auburn, AL! We had a dream, and we were planning. Three winters later, we left the corporate world, moved to Auburn and started a business selling personalized jewelry and gifts.

Beth Reeves joined us there as a college student. In 2006, the three of us saw an opportunity to do something radically different – to teach others how to start their own personalization business, and Initial Outfitters was born. Now we have the privilege of working with thousands of amazing women, just like you, who have a passion for something to call their own.

Our Founders


a note from Alicia, Jim and Beth

At Initial Outfitters, we believe most people like you want to make a difference – to be part of something bigger than themselves. Honestly, that’s why we are here. Through personal development, a social outlet, extra income, or the thrill of meeting challenges, this business makes a difference in the lives of our consultants every day. That inspires us to be better. Together, we feed and educate children around the world by donating the profits from your purchases of lunchboxes and backpacks to our ministry partners. To date, we’ve built schools and funded 1.4 million meals through a program we call IO Loves.

Our boutique-inspired collection of personalized gifts and accessories literally offers something for everyone. Initial Outfitters consultants have fun helping their friends and customers create meaningful gifts that they are excited to give, offering pop-up boutiques, online, and social media sales! And yes, there is a lot of personal shopping that happens, too! Every season there are fresh new products, and this season is no exception. Many of these pieces are handcrafted by artisans, and are personalized specifically for you by our team of experts here in Auburn, Alabama.

Our goal is always for you to be delighted with your purchase. But if something goes wrong with one of our products, we promise that we are here to take care of it!

As you browse, know that you are invited to join our growing community – as a customer, a host, or a consultant! Initial Outfitters is an exciting place, where women are supported, encouraged, and rewarded; where we make a living that makes a difference.

IO Loves

Our Passion

Yes, we have an amazing array of personalized jewelry and gifts. Our product line is the most diverse in the industry. However, it is what those products do for people that matters most to us. We make a difference in lives as we sell these amazing products – differences like paying cash for braces, debt-free Christmases, affording the family vacation you have dreamed of, even leaving a traditional job to be home with the kids.

But it’s not all financial. The personal growth, self-confidence, and fulfillment that come with success and recognition are important, too. At the same time through IO Loves, we are helping to change the course of thousands of kid’s lives by partnering with ministries that educate and feed children living in poverty. 100% of the profits from the sale of IO Loves items are donated to amazing charities working here in the U.S. and around the world.

Because I was obsessed and had to share with my friends!I love everything! I’m so happy that our line is diverse and appeals to more than one audience. I love jewelry (and all things monogramed). However, if I had to pick I’d say I love the home good items the most! Who doesn’t like making their home warm and inviting?

DALAUNASenior Outfitter

The time of encouragement, sharing, growing, laughing, eating yummy food, getting to know the group better at this year’s leadership retreat… it’s just beyond words. We REALLY talked. And knowing that group has my back… that’s an incredible feeling."

MISSYSenior Outfitter Leader

Shocked is an understatement being named a Catalog Girl. I am also very honored and humbled. It is strange to think this happened just for sharing something I enjoy being part of so very much. This business opportunity is AH-mazing in so many ways!"

NICKIESenior Outfitter

I love that I have control over how much I work, when I work and where I work my business. I love that I can offer help to my teammates and other consultants. And let’s face it, maybe because I can do it all in my pajamas!"

JENNIFERSenior Outfitter

I had the privilege of organizing a Lunchbox Love Project the past two years. The project honors the memory of a special little boy and because of it, I've been able to brighten the days of hundreds of children fighting cancer, as well as feed & educate children around the world."

BRANDIOutfitter Leader

Our family has been to amazing places compliments of IO and to places we would have NEVER chosen to go. We even made a cross- country road trip the year we went to Arizona. I realized that most of our family photos have come from our incentive trips!"

AMYSenior Outfitter Leader

I was under the impression I was “just a mom.” After joining, I rediscovered a part of myself I had forgotten, the part that was a friend, teacher, leader, and creative person. I found my confidence and my voice. Because of IO, I found me again."

STEPHANIESenior Outfitter Leader

A positive impact on my family! Little did I know how much until my employer reduced my pay due to tough economic times. My IO income allowed me to provide additional, much-needed income during a time of crisis. My husband and daughter love it!"

TJSenior Outfitter

Because when you become an IO consultant a whole new world opens to you! You meet new people who truly want to see you succeed. You are recognized for your accomplishments and earn rewards, all while making extra money! Who wouldn’t love that?"

HANNAHSenior Outfitter

Supporting other women in the business is very important to me. Every individual who joins has a different “why” and set of goals. I always strive to help my team achieve their individual goals whether it is fundraising, social or personal milestones. Their success is my success."

PATTIOutfitter Leader