Our Story

Kerry Shea Penland, Founder of All'asta

Kerry Shea Penland, Founder of All’asta

There’s something special happening around the world today… people are making a conscious effort to simplify, to get back to nature, and to live the life of their dreams.

This season is inspired by the earthy bohemian trends of Spring/Summer 2015 rich with texture and cultural nods. But as we journey down the path of our DREAM{CATCHER} theme, we realize our inspiration runs much deeper.

We have watched our ever-expanding family of consultants show us what it really means to follow your dreams. Spirits are lifting, molds are shattering, and obstacles are disappearing. Our All’asta family is showing us day in and day out that we are building something incredibly special together. As these feelings echo within each of us – our consultants, our Home Office team, our partners and friends – those around us feel it too.

As we do every season, our All’asta family is represented throughout this catalog… from my daughter Annie (our cover girl) to our gorgeous sales, product, marketing and operations team members. For me, sharing this vision and drive with my daughter is especially meaningful. She sees not just from me, but from all of us, that anything is possible and that she possesses the ability to go after her wildest dreams.


Kerry Shea Penland, Founder of All’asta

be your own dreamcatcher with All’asta

At All’asta, we’ve always believed that your dreams are the driving force behind how you should design your life. Is your dream to inspire others and experience the freedom of being your own boss? Is your dream to stay home with your family, yet still pursue a fulfilling career? Is it to see the world and experience what life has to offer? Whatever it may be, we want you to reach out and grab it. We’ll be right beside you every step.

how it all started…

In a world where reuse, repurpose and recycle extend beyond environmental concerns, Founder Kerry Shea Penland created All’asta to provide a unique opportunity for people to gather, connect, pass along once-loved items and collect new ones. Carrying out this vision is a growing field of entrepreneurs who are creating their journey by becoming part of our story.

Find your story. Collect your treasures. Love your life.

It all started with an idea… find a way to marry the home party concept with the eBay/thrift store generation and create an opportunity for people to generate income while doing something good for the planet and themselves.

It seems everyone has something they no longer need or something they wish to sell. In early 2012, Kerry Shea Penland saw an opportunity to flip the direct selling/home party concept on its head and provide a fun social forum for people to gather and share their once-loved items in an auction. Add to that a venue for up and coming artists, craftsmen, and “makers” to introduce their goods and you have an event people will want to be a part of…

Tapping into a wealth of industry knowledge and personal connections, Kerry Shea moved All’asta from Lexington, North Carolina to its current location in Johnstown, Ohio. Here All’asta and its growing Home Office Team learn from the best and pass that expertise on to an ever-expanding field of entrepreneurs. All’asta Consultants put their genuine faith and authentic exuberance into our unique concept and are rewarded financially, personally, and professionally.

All’asta is more than a business; it’s a lifestyle. We want to bring people together to share their stories. Our mission is to empower women with their individuality and help them turn their stories into an opportunity that fits them and inspires others.