Richwife: Redefining Rich

When Kaylyn and Matthew Noonan co-founded Richwife in Newport Beach, they were not setting out to build a traditional lifestyle brand. They were responding to a shift that had quietly taken place in their own lives, one that changed the way they saw success, fulfillment, and what it truly means to live richly.

That shift arrived with the birth of their daughter.

“Everything changed,” says Kaylyn. “How we measured success, how we spent our time, even how we defined enough. We realized very quickly that the things that matter most in life cannot be measured or bought.”

From that moment forward, Richwife became more than a name. It became a philosophy.

The Beginning of a Different Kind of Brand

Before becoming parents, the Noonans were building careers and chasing the next

milestone, much like everyone else. But the experience of welcoming their daughter into the world recalibrated their priorities. The quiet moments became sacred. Morning coffee with a sleeping baby. Evenings on the couch after long days. Walks, prayers, laughter, and simply being together.

“We realized that the moments that truly make life rich never show up on a balance sheet,” Matthew shares. “They are the ones happening right in front of you if you are willing to slow down and notice them.”

Richwife was founded as an invitation to do exactly that. To stop taking life, success, and happiness at face value and begin defining them on your own terms.

More Than a Brand

From the beginning, Richwife was never meant to be just apparel or products. It is a

reminder and a perspective shift.

Every piece the brand creates is designed with intention, timelessness, and meaning. From the signature Redefining Rich hat to soft everyday essentials and thoughtfully designed planners, the goal is not simply to sell something, but to support a more grounded, present way of living.

What has surprised the founders most is the depth of connection the message has created.

“People write to us about how Richwife helped them through parenthood, grief, career

changes, loss, faith journeys, and new beginnings,” Kaylyn explains. “They tell us the words Redefining Rich are on their mirrors, in their cars, and in their hearts. That is something we never take lightly.”

Building Together

As husband and wife, Matthew and Kaylyn are building Richwife side by side while raising their family. It is a rhythm they are fiercely protective of.

“We do not believe in sacrificing life for work,” Matthew says. “We believe in building work around life. Our family, our health, our faith, and our relationships come first. Everything else grows from there.”

That philosophy is embedded in the company's culture.

What It Means to Redefine Rich

At its core, Richwife challenges the traditional definition of wealth.

To redefine rich is to choose connection over comparison, peace over pressure, and

presence over perfection. It is about creating a life that feels like your own, rather than

chasing one that simply looks good from the outside.

“You do not become rich someday,” Kaylyn says. “You are already living richly right now if you are willing to see it.”

Looking Ahead

As Richwife continues to grow, its mission remains steady: to remind people that the most meaningful and beautiful life is built from the inside out.

“This is only the beginning,” Matthew says. “But if we can help people slow down, breathe, and realize how full their lives already are, then we are doing what we set out to do.”