About Us

Amber Picture One

Delight thyself also in the Lord: and he shall give thee the desires of thine heart. ~Psalm 37:4

It is true that God will give you the desires of your heart. The story of Ariella began when I was 19. I wanted to open a business, but I didn’t know what I wanted to do or anything about business. As I consulted my mom for guidance, she got in touch with a family friend, Amy Hicks, who had opened retail stores and was in the process of getting ready to open a new one in Florida. As God opened doors in my life, I traveled to Florida to help open the store and was mentored by Amy. When I returned home, the vision was clear: to sell modest clothing at an affordable price.

Finding modest clothing has always been a challenge and finding modest clothing that was within a budget, next to impossible. I’ve always loved to shop and now I had the opportunity to do just that and share modesty with the world.

Then, reality set in. I didn’t know where to even start. I held tight to my vision. I will share the beauty of modesty with the world I kept telling myself. I returned home to prepare for my upcoming wedding. On our honeymoon, my husband and I began to talk about what would become Ariella.

He suggested opening an online store before a physical store as it would help spread the beauty of modesty on a national scale while being more cost effective. At first, I was resistant to the idea. I wasn’t familiar with eCommerce. I wasn’t comortable with it. It was the unknown; it scared me. First things first, we needed to find modest clothing. Waiting for our flight to return home from Cancun, we reserved a spot to a Clothing Sourcing conference in NYC.

Amber Joseph Picture
Amber Photo Two

Although we didn’t purchase any clothes there, we learned a lot about the industry. It was then, I decided to take a leap of faith and start by opening a store online. I talked about ideas for the website with my husband, and when we returned home, we started working right away on it. Just like the beauty of modesty stands out, I wanted our website to stand out.

It wasn’t until later, we had the name Ariella. My husband’s co-worker was mispronouncing something and my husband asked if he could use that name for my business, and it was so. Ariella was official. We hope you enjoy our selection of modest clothing and that you too will join me in my mission to spread the beauty of modesty.

~Amber Hillhouse