Welcome to The ROE. We are Retail of Empowerment.

The ROE's mission is to bring women together. Through clothes and fashion items, ROE inspires, supports and makes a statement for all the roles a woman owns. The ROE stands for Retail of Empowerment and every item from our shop speaks for women and is created by women!

Whether you’re a wife, mom, boss or strong female, we have something for you!

Meet the Founder/ Creator of The ROE, Heather Troline

Wife, mom, and founder of The Roe, Heather Troline comes with over 15 years of marketing experience, and is on a mission to spread support to women everywhere, with humor and style! 

After giving birth to her daughter in June 2018, Heather took 3-months maternity leave. As with all new mothers, Heather went through her share of challenges and learned the beauties of caring for a newborn child.

Becoming a mother was so empowering for Heather, that she wanted to share the lessons with other women in an online space.

She started a blog, Style All, to document her travels, life as a wife and mom, and style tips that any woman could be inspired by.
Soon, she opened an online store for women's clothing, to focus on female empowerment. Heather named the store Roe, after her daughter, “Monroe”. She started to design items and evolve her personal brand. This is when she realized that ROE could also stand for "Retail Of Empowerment".

There are 5 core collections of the brand, which speak to wives, mothers, boss babes, babies and all around feel good vibes.

"My vision in creating The Roe was to empower women and help support our roles in a fun and stylish way! Make a statement while looking good!" Says Heather.

Heather believes that the right clothes, attitude, and a good environment can empower a woman to be a strong leader. From wifeys to boss babes, single moms, or any mamas. Today’s women have what it takes to lead.