The Founders of WanderLusty Woman on Building a Movement of Fashion, Friendship, and Global Community

Something magical unfolds when women collaborate through a conversation over a glass of wine, a retreat, or a shared dream whispered under foreign skies. The bonds between them have the power to birth revolutions. This spirit of soul-deep connection is the beating heart of WanderLusty Woman, a brand built by Ashley Maxwell and Kristen White to reimagine how women travel, dress, and show up in the world.

Ashley Maxwell and Kristen White

The founders are kindred spirits who each bring a wildly unique magic to the mission. White, a former journalist and documentary filmmaker, has traveled the globe uncovering stories of resilience and beauty in women’s lives. She’s a seeker of truth and curation of connection whose curiosity matches her compassion. Maxwell, director of merchandise, is a fashion alchemist. With an eye for one-of-a-kind pieces, she brings back wearable art from her travels and helps artisans turn their designs into thriving micro-enterprises.

The journey of WanderLusty Woman started in the Peruvian Andes. While on a retreat, traveling along the remote mountain roads, White shared a vision for a travel and fashion company that connects global artisans with conscious consumers. Maxwell, moved by the purpose and possibility, instantly said yes.

Interestingly, the founders’ paths were entwined unexpectedly long before launching the brand. Maxwell first met White’s husband through a retreat years before they ever spoke. He remarked how alike the two women were, and when they met, their connection was immediate.

“There was an instant recognition,” says White. “We never had sisters growing up, and became that for each other. And now, we recognize that same spark with everyone we meet. We’re building a network of women who uplift and add value to each other.”

The duo has since traveled from Cusco to Bali, Ibiza to Morocco, building relationships with artisans and immersing themselves in cultures where craftsmanship tells generational stories. “We believe the world is open-hearted,” White says. “When you immerse yourself in the rhythm of the place, dancing, listening to music, collaborating, and allowing yourself to be present, extraordinary things happen. That openness has led us to the most beautiful, organic connections across the globe.”

Maxwell adds: “So much of what we’re building is guided by intuition. We follow what feels aligned. We trust that if we move from a heart-centered place, the right people, opportunities, and outcomes will align with our purpose.”

This philosophy has allowed the founders to create a space where women from different cultures, backgrounds, and walks of life can gather to share beauty, support, and purpose through shared travel experiences. It’s about women helping women, whether through buying a handwoven bracelet, a handcrafted leather weekender bag, or a hand-dyed silk kimono, all of these curated, signature pieces help spark the growth of small businesses among indigenous communities. Each piece is ethically produced, and every purchase directly benefits those who create them.

This is the founder’s ethos of “buying is a blessing”, when an artist finds a marketplace for their craft, a ripple effect of positive change travels through the community. These additional resources help women send their children to school, feed their families, and feel independence, and pride for themselves.

Their recent trip to Marrakech offers a glimpse into the depth of their work. There, Maxwell and White sourced kilim rugs handcrafted by women in the Atlas Mountains, pieces filled with history and soul. These textiles are now being transformed into luxury coats and capsule fashion collections, each item carrying the essence of its maker.

Besides the shop, WanderLusty Woman also introduced the Travel Club. It’s a membership-based community where women gain access to curated travel guides, trunk shows, insider perks, and immersive journeys. It’s a space for those ready to break free from the ordinary and explore the world on their own terms.

Essentially, the goal of these initiatives is to enable women to do what they’ve always loved: making beautiful things, expressing themselves through fashion, and supporting one another. Maxwell remarks, “As women, we sometimes hesitate to fully embrace what we want. We often apologize for wanting joy, or for dreaming big. But we shouldn’t have to. Stop apologizing for your wanderlust. Let it guide you.”

Each encounter shows that the borders people think exist between them and others disappear when they lead with an open heart. This openness is a feminine way of being, which is receptive, collaborative, and deeply intuitive. “It’s about what we can create together, when your heart is open and inspiration is shared,” says White.

The founders acknowledge that for many people, especially in the Western World, venturing beyond cultural familiarity can be overwhelming. However, they note that cultural routines can limit exposure to the unfamiliar. After all, the differences are what continue to inspire Maxwell and White.

“In cultures like Bali, Peru, or Morocco, daily rituals are centered around giving,” they share. “In many Western cultures, we’ve just become a bit disconnected from that sense of sacred giving. We invite people to reconnect with something beyond ourselves.”

The founders also understand how personal loss can be a catalyst for bold transformation. When Maxwell lost her mother, she realized that it was the moment to embrace adventure. Together, they’ve heard the stories of countless women who’ve lost jobs, loved ones, and entire ways of life. “Yet, there’s always immense joy to be found, brilliant adventures on the horizon, and there is always an invitation waiting for you to maximize your one life. You just have to accept it,” said Maxwell.

WanderLusty Woman encourages women to live with purpose, passion, and unapologetic joy. The founders state: “We’re wired for connection. When we support each other, it’s good for our hearts, brains, bodies, and souls. The more we share our joy, curiosity, and love, the more vibrant we become. At WanderLusty Woman, we’re building a global constellation of women. There’s a vast sky out there, but when we unite, we become a supernova.”