Chelsea DeBoer Has Something New Dropping Friday

Chelsea DeBoer is gearing up for another exciting product launch with her lifestyle brand Aubree Says, as the former “Teen Mom 2” star teased fans about “the newest addition” arriving this Friday through a stylish social media preview.

The 33-year-old entrepreneur shared an enticing glimpse of what appears to be a jewelry and accessories collection on her brand’s Instagram account, showcasing elegant pieces that reflect her signature aesthetic and promise to create beautiful, affordable products for everyday use.

Building on a Successful Brand Foundation

Aubree Says has evolved significantly since its launch in early 2021, growing from a home decor company into a comprehensive lifestyle brand with over 536,000 followers. The brand offers an extensive range of products, including jewelry, hats, scrunchies, headbands, kitchenware, throws, candles, and baby wear.

Chelsea’s inspiration for starting the brand came during the construction of her South Dakota farmhouse with husband Cole DeBoer. “As I was building my family’s new home, I always found myself struggling to find high quality, affordable, cozy home goods that were exactly my style,” she explained to Life & Style in 2021. “I figured I must not be the only one running into the same issue, so I saw it as a great opportunity to launch my own line!”

The brand’s name pays tribute to her eldest daughter, 15-year-old Aubree, whom Chelsea shares with ex Adam Lind. “I love Aubree because she’s always been so confident in who she is,” Chelsea told People. “If Aubree says it’s cool, then it’s cool, so I thought that was the perfect name for the brand itself.”

Chelsea’s admiration for her daughter’s confidence continues to inspire both the brand and her parenting approach. “Just thinking back to how I was when I was her age, I just remember being like, I always wanted to follow the crowd, or I wanted to be someone I wasn’t,” she shared recently with Us Weekly. “She’s just so sure of herself and confident in her sense of style and who she is.”

Expanding Beyond Home Decor

The Friday launch appears to focus on accessories and jewelry, marking another expansion for the brand that originally started with home goods. The teaser image shows what looks like earrings, a ring, and a pearl necklace with gold charms, along with sunglasses positioned next to a black case embossed with the Aubree Says logo.

This latest collection continues Chelsea’s mission to create products that reflect her personal style while remaining accessible to her customers. In 2023, she told People about her brand’s evolution: “It’s definitely more high-end and chic. This is definitely my style that I like to put in my home. It’s just very clean, simple and quality pieces.”

Chelsea has successfully balanced her entrepreneurial ventures with family life, raising four children with Cole: Watson, 8, Layne, 6, and Walker, 4, alongside Aubree. The family’s busy lifestyle often influences her product development, as she creates items that fit into real families’ daily routines.

The entrepreneur has also expanded her presence beyond Aubree Says, appearing on HGTV’s “Down Home Fab” with Cole, which was renewed for a second season. She’s excited to incorporate Aubree Says pieces into future renovation projects on the show. “I can’t wait to incorporate them into homes that we renovate,” she told the outlet.