Who is Caitlin & How Did This Brand Start?

Hi! I’m Caitlin, the 21-year-old founder of Caitlin & Co. Boutique, an online women’s clothing and accessories brand based in New Jersey.

I’ve dreamed about creating my own designs and owning a business for as long as I can remember. Growing up, I filled countless pink fluffy Dave & Buster’s notebooks labeled “Caitlin’s Designs,” took sewing and drawing classes, and was always finding new ways to experiment with fashion and creativity.

My entrepreneurial side started pretty early, too. In elementary school, I would set up Rainbow Loom jewelry stands at the end of my driveway and sell bracelets to neighbors and anyone who happened to pass by. In middle school, a friend and I started an online slime business and ran our own Instagram account.

At 15, I launched my first jewelry business, Lovade Jewelry. It was short-lived, running from November 2019 to February 2020, but it became my first real introduction to running an online business. I taught myself how to build a website, create content, use social media to reach customers, and turn an idea into something people could actually shop.

Two years later, when I was 17 and a junior in high school, Caitlin & Co. was born. The idea actually came to me while I was sitting in school after finishing state testing early. I started daydreaming about bringing my business back—but this time, I wanted to create something bigger. I decided to completely rebrand, expand beyond jewelry, and build the boutique I had always imagined.

Over the next few years, I balanced Caitlin & Co. with college and everyday life while continuing to develop the brand. Today, Caitlin & Co. has grown into an online boutique featuring women’s clothing, graphic sweatshirts, accessories, jewelry, phone cases, and more, along with in-person pop-up shops and new collections throughout the year.

And we're just getting started. ♡

I’m so excited to continue growing Caitlin & Co. and bringing new ideas to life. If there’s ever something you’d love to see in the shop, I want to hear from you! You can reach me at contact@caitlincoboutique.com or find us on Instagram at @caitlinandcoboutique.