It began with a dream

A big, God-sized dream

Years ago, Heidi VanderWal (Chief Crown Officer) and Former Co-Founder Danielle DeSmit attended a woman’s event sponsored by a local church to create awareness for human trafficking. After realizing that girls were being sold right in their city, at their favorite malls, in local schools, and online, they became determined to help fight this injustice that was hitting so close to home. They dreamed even bigger, of a world where human trafficking didn’t exist at all. In January of 2014, the idea for Crowned Free, a clothing company that donated a portion of its profits to this cause, took shape.

Launched in 2015, Crowned Free sold their products online and in local boutiques. The response was immediate. Women asked how they could get involved, if volunteers were needed, or if Crowned Free would become a direct selling company. By the middle of 2016, that was exactly the direction that the company was heading: changing their business model to direct sales. On August 1, 2017, Crowned Free officially launched as a party plan/direct selling company. How exciting! Now women across the United States can join Crowned Free in their journey as Independent Representatives. They can be their own boss, make additional income, and fight human trafficking, all at the same time.

In March of 2018, Co-founder Danielle Desmit was lead by God in another direction. Heidi, along with her husband Mark, are now the sole owners of Crowned Free.

Crowned Free’s mission is to raise awareness and empower survivors of human trafficking by creating employment opportunities and donating financial resources to organizations working with rescued women.

In Isaiah 35:10 it states “and those the Lord has rescued will return. They will enter Zion with singing; everlasting joy will crown their heads. Gladness and joy will overtake them, and sorrow and sighing will flee away.”

Who is this Crowned Free woman? She is you. She is me. She is the one that has been liberated from trafficking. She is a champion. She is brave and courageous. She is an overcomer. She is fearfully and wonderfully made. She is a conqueror. She is loved. She is strong.

For such a time as this…Crowned Free came to be. So, fall in love with their whimsical, feminine style clothing. Believe in the beauty that comes in many shapes, sizes and ages.

Because this…this is my story. It can also be yours. And together, we can dream big dreams.

Crowned Free creates opportunities

for women to own their own cause-based fashion business.

We are dedicated to raising awareness and empowering women who have been rescued from human trafficking. Crowned free gives back two different ways. The first way is by donating 15% of our profits to organizations in the United States and internationally who work to restore, rescue, and rehabilitate survivors. The second way Crowned Free gives back is by creating sustainable jobs for girls who have been rescued to make over half of our products. This opportunity equips survivors with vocational skills they can use to provide for themselves and their families.

Make An Income. Make An Impact.

Who is she?

Focused. Always smiling and grateful for each day. A heart full of joy, always ready for an adventure. A leader to the core who loves to be pretty in pink.

As Chief Crown Officer and Founder of Crowned Free, Heidi loves to spread her sparkle. For over 14 years, Heidi has been inspiring hundreds of woman to own and operate their own businesses as a director for one of the nation’s largest direct sales jewelry companies. Her entrepreneurial spirit and heart for supporting other woman have won her multiple awards in both sales and leadership. Heidi’s exuberance for fashion is overshadowed only by her desire for empowering other woman and helping them find their sparkle. Heidi has a passion for helping woman look and feel beautiful from the inside out.

This is me…

My darling hubby:

Mark is a rock star. He is incredibly witty and just plain funny. If you stop by our house unannounced you might find the music blaring with Mark leading an 80’s air band session in the kitchen with the kids. His tagline is #beawesome2day. He lives it and inspires others to do the same. I admire his creativity and problem solving abilities. When things get sticky, he’s at his best! He has mad computer skills. When I’m ready to toss my computer through the window he comes in and saves the day. We love to dream big dreams together. If it’s crazy and over the top, he’s in! He’s an entrepreneur just like me.

My awesome kiddos:

My two boys Crew and Mcguire and daughter Preslie are the loves of my life, and I am incredibly thankful to have the gift of being their mom! I love their kind hearts, their giving spirits, and how they’re using their God-given gifts. They’re Crowned Free super fans and I love them for it. And a fun little fact: Preslie is the author of the “Free” font in our logo.


Some of my favorite things: Shopping, shopping, and more shopping! I love to hunt for deals and could spend an entire day treasure hunting if time allowed. I love all things fancy and frilly. I’m head over heels for anything with lace or tulle on it! My favorite color is pink. If you were to walk into my office you would say, “Oh my! It’s PINK!” Yep. It’s pink. When we were building our home, the contractors thought it was a nursery. I love fresh-cut flowers—daisies are my favorite. My favorite time of day is mornings. I love to start my day in my cozy pink chair with my journal, iPod, and Bible. It’s been during these times that I have learned that I am Free to Be joyful, fancy, inspired, and radiant. I am free—Crowned Free.

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