About Us

If you're holding one of our cases, or thinking about it, I want you to know exactly whose hands it came through. Because this isn't a faceless brand with a warehouse somewhere and a logo someone bought. It's me, my family, and a story that started in our garage when I was sixteen.

So let me tell you how abbyrose actually happened.

It started with birthday money and a lot of nerve

I've been making phone cases, in one form or another, since I was a kid. My very first attempt came together with some birthday money, a heat press, and zero idea what I was doing. It didn't last long. I was young, life pulled me in other directions, and it quietly faded out.

But it planted something. I'd felt what it was like to make a thing with my own hands and have someone actually want it, and I couldn't shake it.

So in the spring of 2019, at sixteen, I tried again. This time I meant it. I set up in our family garage, started an Instagram account called @abbyrosecases, and began making cases one at a time. I hand-wrote the shipping address on every single package that went out the door. Every one. If you got an early order from me, that was my handwriting on the front.

I had no business plan. I just had designs I loved and a stubborn belief that other people might love them too.

My first customers were my own people

I didn't start by trying to sell to strangers on the internet. I started with the people right in front of me: my family, my friends from school, and my teammates.

I was an acrobatic gymnast back then, and that community ended up being everything. My local teammates were some of my very first customers, and because acro is such a tight-knit world with connections all over the country, word spread through my sport faster than I ever expected. Gymnasts in other states started ordering, not because of some clever ad, but because they knew me, or knew someone who did.

That's a thing I'm still grateful for. abbyrose grew out of a real community of people who knew the real me first.

When the world stayed home

Things grew faster than I was ready for. I hit my first hundred followers in about three weeks, then a thousand by that fall. My brother Zach shot all the product photos. We launched a real website. I posted my first TikTok set to a sound that said "17 and started my own business!" because, well, I had.

In March of 2020 I finally moved out of the garage and into a little office space. Days later, the world shut down.

I won't pretend I planned that timing, because nobody could have. But suddenly everyone was home, everyone was on their phones, and a lot of people wanted something small and personal and joyful to hold onto. That year became my biggest ever. I watched my following go from ten thousand to fifty thousand to eighty thousand in a matter of months, almost faster than I could process.

That fall I left for college on an acrobatic gymnastics scholarship. The same sport that gave me my first customers helped pay for my education. I eventually transferred to Texas Tech and graduated with a business degree in 2024, all while abbyrose kept going, because this has never been a one-person show.

We're a family, and we mean that literally

Here's the part I love most. abbyrose isn't just my name on a label. It's my whole family.

While I was in school, my older sister Aubrey took over daily production and basically carried the business through those years, even moving it from city to city as life changed. My older brother Zach has been behind the camera and the scenes from the start. My mom handles the tech side. Even my twin sister has jumped in over the years to help with our social media.

And recently the story came full circle in a way none of us saw coming. The very first company that ever sold me blanks, back when I was a teenager figuring it all out, is called Innosub. A couple of years ago its owner needed to step away, and he reached out to ask if my family wanted to take it over. We did. So now my dad and Zach run Innosub, while I keep building abbyrose on the exact same products I started with all those years ago. The supplier I bought my first cases from is now part of our family too.

When you order from us, that's who's on the other end. Not a corporation. Us.

What I've learned, in case you needed to hear it

People sometimes ask what the secret was, and honestly, I think a big part of it is that I didn't know any better. I was too young to know it was supposed to be hard, so I just figured things out as I went, made plenty of mistakes, fixed them, and kept moving.

I also only ever made things I genuinely loved. I think people can feel that. You can't fake caring about your own product for this many years, and I never had to.

If there's one thing I'd want you to take from my story, it's this: the people who build something real usually aren't the ones who waited until they felt ready. They're the ones who started small, stayed true to themselves, and refused to quit. I was a sixteen-year-old in a garage with a heat press and a maybe. I just decided to start.

Thank you for being here

Every case we make still carries a little of that garage in it. The care, the personal touch, the genuine love of the thing. When you choose abbyrose, you're not just buying a phone case. You're part of a story that a teenage girl started with her birthday money and her whole heart, and that her family still pours itself into every single day.

I'm so glad you're part of it.

Love, Abby

 
abbyrose is a family-run brand creating personalized phone cases and accessories, founded by Abby in 2019. What started in a garage is now run by Abby alongside her brother, sisters, and parents, who also operate Innosub USA, the supplier that sold Abby her very first blanks.