Our Story

Welcome to Urbanity!

I'm Crystal, owner of Urbanity, mom of four daughters, grandma (or "G-Ma") to 9 grandkids, and someone who has always loved helping women feel confident and beautiful. After spending decades owning A Storybook Ending Bridal Shop and helping brides find the perfect dress for one of the biggest days of their lives, I wanted to create a space focused on everyday style, too. To offer pieces women could truly live in, feel good in, and reach for again and again.

As a busy mom, grandma, and business owner myself, I know how important it is to have clothing that feels effortless, flattering, comfortable, and still stylish. My goal with Urbanity has always been to create a warm, welcoming boutique filled with thoughtfully curated pieces for real women and real life. 

Every collection is hand-selected with you in mind - from elevated basics and "wear on repeat" denim to dresses, shoes, and athleisure. When selecting our clothing collections, the goal is always to help make getting dressed feel easy and fun. 

Whether you're shopping online or visiting us in-store at our location in DeWitt, Iowa, welcome! I truly hope you feel like a part of the family. 

Thank you so much for supporting my small business. 

-Crystal

Crystal with her husband and four daughters.