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How 12 Tribes Boutique Got Started

Bobbi Mickelson opened an online boutique amid a pandemic. What started as a small online boutique out of a spare bedroom, has grown to a storefront in the heart of Montana’s capitol city.

The idea for 12 Tribes Boutique arose because Bobbi kept hearing from women how alone and isolated they felt. Being a mother is hard enough, but doing it during a worldwide shutdown is even worse! She and a group of 11 other women started getting together regularly to talk about motherhood, work, life and just to encourage one another. She began to brainstorm ways she could help more women feel that connection too. Her love for fashion, women, and community over competition birthed 12 Tribes Boutique.

The boutique sells cool, casual clothing for versatile women- moms, teachers, wives, students- clothes designed for women who juggle many different roles. The store carries a great variety of denim, including Kancan brand jeans in many different styles. Great dresses and skirts with a bit of a boho feel yet classic enough to wear more than one season. And don’t miss the great graphic t-shirts and crewnecks that are made right at the store!

In addition to on-trend clothing and accessories, the boutique also holds local events where women can come together and connect. From permanent jewelry pop-ups to custom sweatshirt making parties, there is always something going on.

12 Tribes Boutique is located at 901 N. Last Chance Gulch in Helena, MT. The storefront is open Tuesday-Friday 10am-6pm and Saturday 10am-4pm. You can also shop online at

Connect with the 12 Tribes community on Facebook, Instagram and TikTok as well!

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