The Journey Of Crave Fashion Haus

I’ve known April, the founder of CRAVE FASHION HAUS, for a couple of years and had met her through a mutual friend who is also in the fashion industry.

Throughout those years, I’ve seen her elevate her brand with some of the hottest and fashionable pieces. I wanted to share her brand and her story here on FASH FWD:

APRIL: “Fashion has always been a part of me. My journey started unexpectedly at just 11 years old when I auditioned for a Visual and Performing Arts school in Indiana. During the audition, someone asked what I wanted to be when I grew up — a question I hadn’t really thought about before that moment.

Out of nowhere, I said “a fashion designer,” and that answer ended up shaping the path ahead of me.” Throughout my school years, both in Indiana and later in California, I was deeply involved in art classes, always chasing that creative spark. But life has its way of shifting priorities. As I stepped into motherhood, my dream of fashion took a backseat. I worked two jobs, juggling responsibilities and quietly holding onto that vision in the background.”

Tell us about your journey to becoming a fashion boutique owner:

Then life took an unexpected turn. After the birth of my second child, I was diagnosed with Postpartum Cardiomyopathy — a serious heart condition that required a left ventricle device. Sitting in that hospital room, I had a moment of realization: I could have let life pass me without fulfilling my purpose. That experience changed everything.

When I got my strength back, I made a promise to myself — no more holding back. I took my dream off the back burner and brought it to life. That’s how Crave Dior, now known as Crave Fashion Haus, was born. This brand represents resilience, passion, and the belief that it’s never too late to chase your purpose — no matter what life throws your way.”

What was the initial inspiration for your brand? How did Crave Fashion Haus come to life?

APRIL: “I’ve always had a deep love for fashion — the way it can be effortless yet bold, simple yet full of personality.

“Fashion speaks without saying a word; it’s A mood, attitude, and self-expression all in one…”

I’ve always craved that energy, so when it came time to build my brand, the name “Crave Fashion” just fit. I added “Haus” — meaning house — because I wanted it to feel like a community, a space where everyone who loves style can belong.”

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What has been your biggest challenge as a boutique owner, and how did you overcome it?

APRIL: “My biggest struggle as a business owner has definitely been marketing effectively on social media, especially as an online boutique. The constant changes in algorithms and platform requirements over the last few years have made it harder to reach people the same way we used to. Finding the right rhythm, reconnecting with my audience, and doing all of that while balancing real life — that’s been the challenge.”

How do you stay current with fashion trends and incorporate them into your work?

APRIL: “I stay on top of trends by constantly doing my research — scrolling, observing, and seeing what’s making waves. Fashion is like a cycle; styles always find their way back around, just with a new twist or flair. I love tapping into that energy while keeping things inclusive and statement-making for people who express themselves the same way.”