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.

Why did you join Initial Outfitters? 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?

LisaStar Outfitter

What is your favorite thing about running your own IO business? Being able to connect with other women and helping them grow their business. I get to create my own circle of friends with the ladies on my team. I did not go to college so I missed that big circle of friends from that so IO has taken care of that for me.

KarenOutfitter Leader

One of the things I love best about IO is that we offer so many amazing gifts! It really depends on the person I am shopping for because we have so many wonderful items to choose from. If I am needing a personalized gift, I love gifting our Tiffany Wristlets, Journey Necklaces, or a piece from our travel collection. If I am needing a gift that is not personalized I usually go with the Hope Wrap Necklace, a motivational saying bracelet, or some super cute earrings.

JessicaSenior Outfitter

Making memories in new places with wonderful people is my favorite! Our incentive trips have been some of the most rewarding times with my IO family as we get to know each other better and each sweet family. As I reflect on 11 years of fun visiting so many special places together I realize what an influence this company has had on my life! It’s incredible to think I have friends all over the US and could ask them for anything and they would have my back!

ShannonOutfitter Director

One of my favorite IO products is the Athena Bracelet. She is such a statement piece - so powerful. I love the melding of strength with femininity we get from it’s strong metal links and the delicate interlocking monogram. Its striking appearance embodies the image I strive to put forth as a woman - powerful, yet feminine, with just a touch of edge.

RebekahOutfitter Leader

The opportunities to give back to my community are one of the very best parts of this business. Through our IO Loves program and community support, I have been able to donate over 250 backpacks, duffel bags and lunchboxes to some incredible organizations in our community including Isaiah 117 House, a local organization that provides care for children awaiting foster placement.
I was also able to sponsor lunchboxes for every child in an elementary classroom in middle Tennessee last fall during the peak of the pandemic. Students had to remain socially distanced which meant their outdoor play time was spent spread out in a parking lot. With the support of my customers, we were able to provide each student with their own personalized bag filled with small toys they could play with safely.

Chelsea KetronOutfitter Leader

I love the flexibility, and being in charge of my own schedule. I can work from anywhere, I can work around my family, and I can be there when they need me. I’m in the sandwich generation, so it’s super important to have the ability to take off when needed to help my parents or in-laws. And now that we are empty nesters I am able to travel with my husband more.

Emily YanceySenior Outfitter Manager

I came to Initial Outfitters with several years’ experience in the direct sales industry. I was drawn to IO because of the genuine character and authenticity of the leadership. I felt a part of IO right away and over the years consider the leadership and field as my family. The culture of Initial Outfitters consists of women who love helping others. I have grown so much since coming to Initial Outfitters and now am able to help other women grow and find what makes them really go!!

Carole BlochSenior Outfitter Leader

It’s amazing to support other women because we all come from different walks of life. Whether you’re achieving business goals with IO being a side job, a full-time job or you simply just want to have fun and share the IO experience with friends and family – it’s all worth it and I believe your success lies with you. If you aim for 100 you may get 50 but if you aim for zero you will get zero. The limits are yours.

Jennifer ChristianSenior 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