From One Living Room to a Nationwide Movement: The Story Behind Rhea Lana’s

Every great movement starts with a story.

For Rhea Lana’s, that story begins not in a boardroom or a big-city startup, but in a mom’s living room in Conway, Arkansas.

A Frustrated Mom

In the mid-1990s, Rhea Lana Riner was just like so many moms. Her kids were growing faster than she could keep up, and she was constantly searching for ways to clothe them without breaking the family budget.

She scoured garage sales. She dropped items at consignment stores. But she was frustrated—her high-quality items were undervalued, sometimes lost altogether, and she rarely saw a fair return.

There had to be a better way.

A Living Room Experiment

In 1997, with her youngest heading to preschool, Rhea Lana decided to try something bold.

She invited 100 local moms to her first “Children’s Clothing Exchange.” Only 11 showed up. She washed, ironed, priced, and tagged every item by hand. She rented three clothing racks and moved all her living room furniture into the bedroom.

And it worked. It wasn’t flashy, but it was fair. Families walked away relieved—with money in their pockets and quality clothes in their hands.

Then came the game-changer: her husband, Dave, suggested they build a computerized system. Barcoded tags. Online item entry. In 1997, most moms didn’t even use email—but they tried it. And it worked.

A Nationwide Community

That little experiment grew into something much bigger.

Today, Rhea Lana’s is a nationally recognized franchise with more than 119 locations in 25+ states. What began on three rented racks in one mom’s living room is now a trusted system that thousands of families rely on season after season.

Why? Because it’s built on fairness, professionalism, and dignity:

• Consignors earn real money—60% when they prep and tag their own items, or 35% through VIP service.

• Transparency is guaranteed—every item is tracked in a free app, so you see exactly what sold.

• Families shop with dignity—in a clean, organized, professional environment that feels more like retail than resale.

And when items don’t sell? Families can mark them for donation, extending the circle of love even further to foster families, and more families in need.

Why This Matters to Southern Utah

For decades, families in other cities have had this system. Parents there often say: “I consign every time—it’s worth it.”

Now, for the very first time, St. George and Washington County families get the same opportunity.

This is more than a sale. It’s a new rhythm for our community. A chance to clear the clutter, stretch the budget, and join a movement that started in one mom’s living room and has grown into something so much bigger.

✨ Be part of the first 500 families.
Join the inaugural Rhea Lana’s of St. George and add your name to the story that began in Arkansas and is now arriving in Southern Utah.

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