Texas woman quits her job to design women’s cowboy boots

Lizzy Bentley felt that cowboy boots were made and marketed only for men. “No one was really serving women in this space,” she said. So it is.

FORT WORTH, Texas – Texas can be hard to define.

He’s as cowboy as he is cosmopolitan.

But these cultures should not clash.

They coexist peacefully in every pair of Lizzy Bentley boots.

“I’ve always been this weird mix of being both in the country and in the city,” she said.

Originally from Amarillo, Lizzy grew up wearing cowboy boots everywhere.

She didn’t stop when she moved to Dallas to attend SMU.

“And all the girls in California and Chicago, all over the country and really the world, would stop me and ask me, ‘Where did you get those boots?'” She said.

“And when I was asked this about 20 times, I decided they could buy them from me.”

She started buying and selling cowboy boots while earning a finance degree.

After graduation, she landed a job as an analyst for the oil and gas company Halliburton in Houston.

“I think when I really got the virus from doing my own thing, it was about two weeks after my first real job,” she said.

It wasn’t the buyer’s remorse – she loved her job.

She just wanted to build something that was her own.

But the high-heeled corporate world has also stifled its style.

She started to design a few designs of cowboy boots, had them made, and started a women’s boot business as a little side scramble.

“No one was really serving women in this space and that’s when I started to think there was something here,” she said.

“It was truly the divine moment because a week later I ended up being fired from my downturn oil and gas job. I had saved money, had perfect samples ready to use, and had no work.

So turning cowboy boots into his full-time job, “was a pretty easy decision.”

Lizzy was 25 when she started her business.

She is now 31 years old. And City Boots has developed a loyal following.

Her luxury boots, which sell for around $ 1,000 a pair, are reserved for women.

“I’m selling boots to a customer who isn’t your typical cowboy boot customer,” she said.

Lizzy says market research has found that women like the idea of ​​cowboy boots, but feel they are bulky or uncomfortable.

“They don’t feel good about themselves,” she said. “So what we did is totally different. “

With a higher heel and a taller boot, “everything is much more feminine,” she explained.

Lizzy has found a family-owned factory in central Mexico to handcraft her designs, which sometimes include pops of bright color and icons like hearts or lightning bolts.

Sometimes a unique design comes to her mind and she writes it down wherever she can.

“It could be on a napkin or on a bill. I have little sketches all over the place of different ways of presenting different icons on a boot, ”she said.

“Establishing itself as a brand of trust takes time. There was a lot of banging on the sidewalk, home shows and packing and unpacking of boots, literally out of the trunk of my little sedan to get the name out there, ”she said.

City Boots now operates from a studio in Fort Worth which is open one day a week by appointment only.

The rest of her business is done through online orders or trunk shows, which she hosts at places like Aspen and Beverly Hills.

“I send my love for cowboy boots to people who have never seen a horse, but they love them! She said with a smile.

Lizzy is hesitant to give too much advice to women considering a career change, but she thinks taking a calculated risk is the best way to see if something is going right.

“There are a million reasons not to do something. It just kind of takes a leap of faith, ”she said. “If it’s something that excites you enough, then even if you fail, you are going to learn. “

About Justin Howze

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