About Us
Welcome to Ava Lane. We're a woman-owned company based in Auburn Hills, Michigan, built around a simple idea: comfortable denim and everyday clothing that actually fit, made for real women of every shape and size.
Founded and creatively directed by Laura DeGrendel, Ava Lane is known for jeans and denim you can live in, along with tops, dresses, and accessories chosen with that same eye for comfort, style, and fit. We're not about cookie-cutter jeans that only work for one body type. Laura designs and curates pieces meant to fit and flatter women of all ages, shapes, and sizes.
HOW WE STARTED
In 2016, after 13 years as an elementary school teacher in Grand Blanc, Michigan, Laura wanted to try something new over her summer break to earn a little extra for her family. She had always had an eye for fashion, so she signed an agreement with a clothing wholesaler and started selling to her local network of friends, family, and colleagues.
Word spread fast. Within the first few weeks, Laura and her husband, Chuck, sold their dining room table on Craigslist just to make room for more inventory.
After a few years, Laura was ready to grow. She began traveling across the country to build relationships with independent clothing, jewelry, and shoe makers, many of them small, US-based businesses she still works with today.
On April 9, 2019, Ava Lane was officially formed, named after the street where Laura and her family live. She chose the name because she wants every customer to feel like they're shopping at home with family and friends.
Today, what started at a dining room table has grown into a company that has shipped over 2 million orders, supported by a growing team of dedicated women. Along the way, Ava Lane has donated hundreds of thousands of dollars in clothing and goods to local shelters for women and children. As a 100% woman-owned business, Laura is proud to create opportunities for other women and to lead with that same spirit every day.
OUR MISSION
Our mission is to help women feel confident and comfortable in what they wear. We put fit first, partner with small, US-based businesses wherever we can, and back every order with the kind of customer service we'd want ourselves.