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Matthew and Kaylyn Noonan had a simple idea when they launched Richwife: that being rich has very little to do with money. Only two years later, the couple had turned that idea into a multi-million-dollar clothing and lifestyle brand.
The brand has picked up a notable following, with Olympic gold medalist Simone Biles, country singer Jessie James Decker, and reality star Jessi Draper, known from “The Secret Lives of Mormon Wives,” all being seen wearing the brand.
“We’re not trying to convince people they need something,” Matthew Noonan said. “We’re trying to remind them of what they already have.”
The Noonans came to Richwife with more than a decade of combined experience in e-commerce, direct-to-consumer retail, and apparel.
Matthew Noonan spent his career on the finance and operations side, working across multiple brands and overseeing hundreds of millions in revenue.
Kaylyn Noonan built hers in content creation, brand development, and community building.
“Most brands are either great at marketing or great at operations,” Kaylyn Noonan said. “It’s rare to see both working together from day one.”
Richwife drew attention from the start, not all of it positive. The Noonans say that was the point.
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