12 Military-Connected Businesses Worth Knowing, Shopping & Sharing
There are some SERIOUSLY talented people building some seriously cool businesses and I think more people need to know about them.
I'm talking incredible jewelry, original artwork, apparel, gourmet treats, and professional services from women who aren't just participating in their industries. They're building brands, developing expertise, and creating things worth paying attention to.
And while these businesses all have one thing in common –a connection to the military community– that's not the reason they deserve a spot on your radar. It's the quality of what they're creating, the expertise they bring to the table, and the businesses they've built.
So whether you're looking for your next favorite brand, shopping for someone else, or searching for a service you didn't even know you needed, I've rounded up 12 military-connected businesses that I think deserve an introduction.
Let's get into it!
APPAREL & LIFESTYLE GOODS
WOMAN + WARRIOR
My own brand, WOMAN + WARRIOR®, is built on patriotism, grit, and a whole lot of personality. I'm Ashlee Sullivan, an Army spouse and the woman behind a brand celebrating strong women, military families, and an unapologetic love for America. From statement-making graphic tees and cozy sweatshirts to hats with personality, WOMAN + WARRIOR® creates apparel that lets you wear your values proudly, with a little humor along the way. Beyond everyday favorites, our standout collections include Purple Up! apparel celebrating military children and deployment support designs for those proudly standing behind our troops. Whether you're shopping for yourself, celebrating a military kid, or showing support for those serving, WOMAN + WARRIOR® is where women come first, patriotism runs deep, and grit is always in style. Come find something worth wearing—and look damn good doing it.
Sailor & Sons
Military life comes with its own language, its very own special brand of chaos, and an endless supply of material worth laughing about. Sailor & Sons, founded by Navy spouse Karen Gutierrez, has mastered the art of turning those experiences into cleverly designed goods that are as relatable as they are hilarious. Built around the mission of “making military life a little funnier,” this personality-packed brand brings sharp wit, bold designs, and a healthy dose of sarcasm to everyday military life. From stickers and drinkware to keychains and tote bags, Sailor & Sons has created a signature style that feels instantly recognizable and entirely its own. With a brand identity as distinctive as its humor, Sailor & Sons proves that military-inspired products can be clever, creative, and anything but ordinary. Whether you're treating yourself or shopping for the military friend who appreciates a perfectly executed inside joke, Sailor & Sons is absolutely worth adding to your cart.
JEWELRY
Dainty Forces
Some jewelry is meant to make a statement. Other pieces are meant to tell a story. Dainty Forces does both, transforming meaningful moments, personal connections, and life experiences into beautifully handcrafted jewelry designed to last. Founded by Navy spouse Erin Grimm, Dainty Forces specializes in handmade, gold-filled and sterling silver jewelry that celebrates the stories we carry with us. From military-inspired designs and coastal collections to personalized necklaces, bracelets, earrings, and rings, every piece reflects an intentional blend of craftsmanship, elegance, and sentiment. Built around the belief that the most meaningful pieces hold “stories that stay with you,” Dainty Forces creates more than beautiful jewelry. It creates wearable reminders of the people, places, and moments worth holding onto. Whether you're celebrating a milestone, gifting someone special, or investing in a piece you'll reach for again and again, Dainty Forces makes finding something personal feel effortless.
Charliemadison Originals
When jewelry becomes a vehicle for connection, community, and meaningful collaboration, you get something like Charliemadison Originals. Founded by U.S. Navy spouse Wendy Hively and named after her daughters, Charlotte and Madison, this mother-daughter-run brand is now led by Wendy and Madison Hively, bringing two generations of creativity and entrepreneurial spirit to the jewelry industry. Best known for their signature gemstone bracelets, Charliemadison Originals has built a distinctive brand around thoughtful design, timeless style, and pieces that stand for something bigger. Their collaborations with fellow entrepreneurs, organizations, and nonprofits are a defining part of their work, turning shared missions and meaningful causes into beautiful collections that people are proud to wear. Rooted in their U.S. Navy family experience, Charliemadison Originals is proof that great style and meaningful impact can go hand in hand—and that when women come together, beautiful things happen.
Jasper & Elm
Forget cookie-cutter jewelry, it’s time to experience joyful jewelry. Jasper & Elm is bringing individuality back to the jewelry box, one distinctive design at a time. Founded by Navy spouse Alise Morales, Jasper & Elm is a handcrafted jewelry brand known for its artful designs, quality materials, and refreshingly original approach to personal style. From delicate everyday necklaces to bold statement earrings featuring gemstones, freshwater pearls, and beautiful metal finishes, each piece is thoughtfully created with an eye for detail and a love for the unexpected. What truly sets Jasper & Elm apart is that most pieces are part of limited drops, meaning you could quite literally own the only piece of its kind in the world! It's jewelry for women who appreciate individuality, embrace their own style, and would rather stand out than blend in with the crowd.
ART & DESIGN
Alexis LyonsArt
Who knew military moving boxes could become a canvas for something extraordinary? Alexis Lyons Art is redefining what it means to turn life experiences into art. Founded by artist and Air Force spouse Alexis Lyons, this distinctive art brand draws inspiration from the beauty of nature and the ever-changing landscape of military life. Known for her vibrant florals, delicate butterflies, and imaginative use of unconventional materials, Alexis creates original artwork that is as visually captivating as it is meaningful. Her signature approach includes painting on repurposed military moving boxes, transforming one of the most recognizable symbols of military relocation into something worth displaying. It's an unexpected intersection of art, resilience, and reinvention, proving that even the boxes we pack our lives into can become something beautiful. Whether you're looking for original artwork that gives your walls some personality or a meaningful gift that stands apart, Alexis Lyons Art offers something you won't find in an ordinary art collection.
Love & Lettering by Katie
A little inspiration, a little attitude, and absolutely no shortage of personality. Love & Lettering by Katie is a creative lifestyle brand that knows sometimes you need an encouraging word, and other times you need a perfectly placed swear word. Founded by Air Force spouse and former registered nurse Katie Prill, the brand transforms her talent for hand lettering into an impressive collection of original artwork, apparel, stickers, ornaments, and gifts that capture the humor, heart, and beautifully messy reality of everyday life. Inspired by her own experiences navigating military life, Katie has built a brand that celebrates authenticity, connection, and finding joy in the chaos. Whether you're shopping for something heartfelt, hilariously relatable, or just a little inappropriate, Love & Lettering by Katie has a way of putting exactly what you're thinking into words—and making it look really good.
HOME & GIFTING
Pembroke Bakery
Not all cookies are created equal, and Pembroke Bakery is making a pretty delicious case for why the details matter. Founded by husband-and-wife duo Courtney and Tyler Gately, this woman and Army veteran-owned gourmet bakery is redefining the art of thoughtful gifting, one perfectly crafted mini cookie at a time. With a commitment to quality that begins long before anything reaches the oven, Pembroke Bakery sources premium ingredients from small farms, regional mills, and independent producers, supporting an entire network of businesses with every batch. Their signature small-batch cookies (that ship nationwide from Vermont) deliver a deliciously crisp bite and come beautifully packaged in gift-ready canisters that feel every bit as elevated as what's inside. From corporate gifting and client appreciation to celebrations, special occasions, or simply treating yourself, Pembroke Bakery proves that a great gift doesn't have to be complicated. It just has to be really, really good.
Fair Winds Candle Company
Some fragrances smell incredible. Others take you somewhere. Fair Winds Candle Company manages to do both. Founded by Tenisha Dotstry, a Navy veteran and military spouse who knows military life from both sides of the uniform, this luxury home fragrance brand transforms memories, meaningful places, and experiences into beautifully crafted scents. Inspired by her own Navy journey, Tenisha has developed a distinctive collection of handcrafted candles made with premium coconut wax, exclusive custom fragrance blends, and thoughtfully selected ingredients free from phthalates and parabens. Each fragrance tells a story, capturing the nostalgia of familiar places while bringing sophistication and warmth into any space. Beyond candles, Fair Winds offers room sprays and wax melts for those who appreciate an elevated fragrance experience. Whether you're looking to bring a little luxury into your home, revisit a meaningful memory, or gift something truly unique, Fair Winds Candle Company proves that some of the best stories aren't just told—they're experienced.
SPEAKING, WRITING, & COACHING
Allison Burton | Writer, Speaker & Truth-Teller
Military life isn't always pretty, and Allison Burton isn't interested in pretending otherwise. Army spouse, writer, and self-proclaimed professional truth-teller, Allison Burton has made it her mission to say the quiet parts out loud and challenge the narratives that too often gloss over the realities of military family life. Through unapologetic storytelling, sharp commentary, and a healthy disregard for sugarcoating, Allison tackles everything from the emotional weight of constant relocation to the systemic failures, unrealistic expectations, and bureaucratic bullshit military families are expected to navigate. But her work doesn't stop at calling out the problems. She brings attention to overlooked experiences and connects families with practical resources that actually help. Unfiltered, fiercely honest, and unwilling to settle for the status quo, Allison Burton is a voice worth reading, sharing, and bringing into the conversations that need to happen.
Alive With Purpose Coaching
You've spent years showing up for everyone else. When was the last time you gave yourself that same attention? That's the question at the heart of Alive With Purpose Coaching, founded by Shari Biery, a Navy spouse, National Board Certified Health & Wellness Coach, speaker, and author of It's Your Turn. Shari helps midlife women reclaim their energy, rediscover their identity, and build lives that finally make room for themselves. Drawing on her experiences navigating military life, working in healthcare, and embracing her own season of reinvention, Shari developed the C.A.L.M. Method™, a practical framework for creating meaningful, sustainable change without adding more pressure to an already full life. Through personalized coaching, engaging keynote presentations, and workshops, she helps women and organizations recognize what's driving exhaustion and move forward with greater clarity, confidence, and purpose. Whether you're a woman ready to take ownership of your next chapter or an organization looking for a speaker who delivers more than a motivational pep talk, Alive With Purpose Coaching is a name worth knowing—and sharing.
DISCOVER MORE THROUGH SPOUSE-LY
Spouse-ly
Monica Fullerton didn't just build a business. She built a platform that helps other entrepreneurs build theirs. Founded in 2020 by Air Force spouse Monica Fullerton, Spouse-ly is a nationally recognized online marketplace connecting consumers with products and professional services from military and first responder-owned businesses. Recognizing the extraordinary talent within these communities and the barriers entrepreneurs often face, Monica created something that was missing: a centralized marketplace where their businesses could gain visibility, reach new customers, and grow beyond the limitations of military life. What began as a bold idea has evolved into an expansive network of entrepreneurs, giving shoppers access to everything from handcrafted goods and apparel to creative services and business professionals. Spouse-ly is more than a place to shop. It's an economic engine for military and first responder families, and Monica is proving just how powerful entrepreneurship becomes when you create opportunities for others to succeed. Whether you're shopping for yourself, sourcing a service, or looking for an incredible gift, Spouse-ly deserves to be one of your first stops.
Good Businesses Deserve Great Customers.
Here's what I hope you take away from this list: these aren't businesses worth knowing simply because of their military connections. They're businesses worth knowing. Period.
Behind each one is an entrepreneur who has invested their creativity, expertise, grit, and probably more late nights than they'd care to admit into building something they're proud to put their name on. And the results speak for themselves.
So here's my challenge to you: Don't just read this list and move on. Do something with it.
Find a brand you love? Go shop it. Know someone who would appreciate a particular product? Send them the link. Have an event coming up that needs a speaker? Make the introduction. Looking for a meaningful gift, a professional service, or something special for yourself? Start here.
And if you aren't in the market for anything today, share this article with a friend. You never know who might discover their new favorite business because you took ten seconds to pass along a recommendation.
These entrepreneurs have done the hard work of building businesses worth talking about.
Let's make sure people are talking about them.
