Wild Azalea Boutique

Wild Azalea Boutique Sparks a Retail Reckoning: Founder Ashlyn Fraze’s Dream Upends the Boutique World

Wild Azalea Boutique, founded by Ashlyn Fraze, launched online and rapidly disrupted the boutique scene with a founder-led, customer-first approach. Anchored by Judy Blue Jeans, Risen Jeans, Myra, and Umgee, its denim-forward curation, clear fit guidance, editorial storytelling, and rapid feedback loops converted shoppers into evangelists and forced competitors to rethink buying, messaging, and service. - October 24, 2025