Howdy Y'all!

We are the Belchers: Justin, Kaitlin, RowenJo, HarlowKait and LivyLee. A farm and ranch family living outside of Clarendon, raising our three girls and building up Rhea Lana's for panhandle families.

I (Kaitlin) was born and raised in Amarillo. My mom worked at NWTHS for over 30 years, and my Dad farmed/ranched in the Wildorado area with our Artho cousins.

I graduated from Tascosa High School in 2006, if you think I look familiar my maiden name is Brockman. We attended First Baptist Church, a place very formative to me. After one year at AC, I transferred to Hardin Simmons University in Abilene to study Ministry. I then attended Logsdon Seminary for my Masters in Divinity. While at seminary I met my husband on Match.com, yes, for real, that's how we met.

He is from Greenwood (Midland), and since 2014 we have made our home there. When we started our family the reality of baby and kid cost were a punch in the gut. Thankfully a neighbor told me about Rhea Lana's of Midland Odessa.

We both bought into the event 1000%, maybe me more than my husband at first. But we volunteered, consigned and shopped. I didn't know many moms, and Rhea Lana's gave me some of my truest friendships to this day. It saved me and gave me a place to belong.
I will never forget getting a call from Natalie (RLMO owner) asking me to be on their Leadership Team, then one day a manager for the event.

As we began to move our farm/ranch operation to the panhandle, we knew we wanted to bring Rhea Lana's with us, and to the families of Amarillo and its surrounding towns. There is no place like Amarillo and the small communities that surround it.

Our goal and desire is to create a cornerstone, a pillar for Amarillo families to know that they will be able to consign their outgrown items and receive a guarantee against loss. They can be paid 65% of their sales, and also shop to find high quality items to support their growing kiddos.

At Rhea Lana's our heart is to also support foster families and area clothing closets with our Foster Family Shopping event (families take home items for free). After that event, all remaining donated items are given to places like Hope Choice and The Perkins Center.

Come Grow Rhea Lana's with us.

Kaitlin (Brockman) Belcher

A message from our Founder.

My name is Rhea Lana Riner. I began this sale in 1997 with 11 consignors and 3 racks of clothes in my living room. I wrote all the tags by hand and even rewashed and ironed many of the clothes! After my very first event, my dear husband rescued me. He had incredible vision and suggested that we computerize our event. I told him he was nuts! You see, at that time, most moms did not even know what emailing or surfing the web meant. But we gave it a shot and built a barcoding system and data entry system.

We've gradually trained moms over the past 25 years and we've continued to develop and perfect our software systems and our operational systems. Who would have known that we were ahead of our time and we were the FIRST web based computerized children's consignment event in the country.

I have three children and three grandchildren! The reason I began this semi-annual event as a young mom is that I felt there was a great need for moms to sell their kid's clothes for a fair price - and to buy excellent quality kid's clothing at affordable prices. Our consignors make 65-75% if they price their own items. My goal is to maintain very high standards in the quality of merchandise that we accept. As always, I guarantee that we will keep track of each consignor's items, or she will be reimbursed. Consignors' checks and detailed inventory reports are available on Pick Up Day, immediately after the sale. It brings me great joy to be able to provide this service to so many young moms.
Over the past several years, our company has experienced exponential growth. While our Conway event continued to grow, we decided to add an additional event in Little Rock in 2004. Folks in Northwest Arkansas, home of the Arkansas Razorbacks, were asking for an event, so we added that one in 2006. In 2008, we expanded our RL footprint by offering RL franchises. By the end of 2008, we hosted 5 semi-annual events.

In 2022, we have 2 RL Flagship Events in Conway and Greater Little Rock, Arkansas. In addition, we have expanded to include 110+ locations in 24 other states.

We are growing like crazy and attracting top-notch women and men who have a passion to be entrepreneurs! And our mission remains the same - to serve families and communities with high-quality children's consignment events.

Over the years, God has blessed my attempts at building a business and I am deeply thankful. I've stumbled along the way and at times wanted to quit. But I always tell my kids to give it their best shot and work hard. It's ok to fail, but it's not ok to never try. My heart's desire is to help families and to help moms. So many special people have been part of building this company and I appreciate each of you. Lifelong friendships have been formed and new friendships are continually being made. One thing I have learned is that women love working with other women toward a common goal that benefits their family!

We would love to hear from you. Feel free to contact us at rhealana@rhealana.com or 501-499-0009 to learn more about franchising opportunities. Blessings to you and your family! Check out our blog at Rhea Lana's Blog.

Rhea Lana Riner