Honoring the Heart Behind It All

At BEX®, we recognize the women who lead with strength, purpose, and care. This Mother’s Day, we're proud to share a personal letter from our First Lady, Haley Adams.

A Mother’s Day Letter from the First Lady of BEX®

To our cherished BEX® family,

As Mother’s Day approaches, I find myself reflecting on the countless roles we take on as women—caretakers, leaders, nurturers, dreamers. Whether you're a mother by blood, by heart, or by the love you pour into others, you are the heartbeat of every home, every team, every journey.

BEX® was built from the ground up over the past 16 years with grit, vision, and heart. We’re a family business through and through —one rooted in our shared values as husband and wife, and as partners in life and business. From long nights strategizing to road trips with our kids in tow, building BEX® has been a family affair from day one.

So this Mother’s Day, I want to celebrate you—the women doing it all. The ones balancing the chaos with grace, showing up with resilience, and setting the bar for what it means to lead with love.

Thank you for being the inspiration behind so much of what we do. May you feel seen, celebrated, and unapologetically appreciated—not just today, but every day.

With heartfelt love and gratitude,
Haley Adams

A Look Behind the Scenes

In the Field, in the Moment
Where work meets life. Haley and the kids catching a break.

Three Generations, One Vision
Haley, her daughters, and her mother-in-law celebrating the heart of motherhood.
Wearing the newest styles from our upcoming Summer Collection, TennesSEE Rhythm launching May 12.

Rooted in Strength
From the woman who raised him to the family he leads—Jason Adams, president of BEX®, stands on generations of love.

Happy Mother’s Day!

To all the women making it happen every day—thank you. We appreciate you.

—The BEX® Family