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There’s a story behind every great business. We started the podcast, Stories with Soul, to dive into the wins, lessons, and secrets behind the success of heavy hitting leaders, entrepreneurs, and artists in our community. Join host Jamey Ice and co-host Jimmy Williams every other Tuesday to unpack another great story behind Fort Worth’s favorite brands. Brought to you by 6th Ave Storytelling.
00:00:07:04 - 00:00:27:19
Jamey
Hey, I'm Jamie Ice Fort Worth native musician turned entrepreneur and someone who loves diving into the stories behind great brands. In each episode, we sit down with the leaders, dreamers and builders who are shaping our community. Pulling back the curtain on their journey and the real lessons and tactics that got them to where they are today. No fluff, no highlight reels.
00:00:27:21 - 00:00:39:19
Jamey
Just real conversations with remarkable people about what it takes to build something that truly matters. I'm your host, and this is stories with soul.
00:00:39:21 - 00:01:01:05
Jamey
All right. Welcome to stories with soul. Today I'm excited to welcome. Glad you're here. Growing up in Amarillo, surrounded by Western culture, Lizzie had a vision to bring Texas tradition into something new. After graduating from SMU and working in finance, which I want to hear about. That's a giant leap from what you're doing now. Or maybe it's not.
00:01:01:07 - 00:01:18:07
Jamey
She did what entrepreneurs do, and she scratch that itch and took a leap. In 2015, she launched City Boots, bringing handcrafted Western style to a modern audience. What she's built is incredible. Taking something timeless and breathing new life into it. Lizzie! I'm pumped. You here? Welcome to the show.
00:01:18:08 - 00:01:21:05
Lizzy
Thank you. Thanks for having me.
00:01:21:07 - 00:01:27:11
Jamey
So let's, let's kick it off. So first of all, I've wanted to, like, I've wanted to, like, connect for.
00:01:27:12 - 00:01:28:18
Lizzy
I know, I know.
00:01:28:19 - 00:01:30:19
Jamey
We emailed a while back.
00:01:30:20 - 00:01:39:01
Lizzy
Yes. Was last year. Yeah. And I missed the deadline that was on me. But this year I was, like, reaching out to you, like, I want to make it this.
00:01:39:02 - 00:01:52:17
Jamey
Yeah, but I love, love your boots. You're like, my wife's there. Boots. She's got these big old red ones. My daughters have city boots. And it's just been. It's been fun seeing what you do, so I'm excited. I wanted to hear the story for Laura, and I feel like we have mutual friends, but we.
00:01:52:17 - 00:01:53:09
Lizzy
So many.
00:01:53:09 - 00:01:55:22
Jamey
Yeah, but we didn't officially meet until, like.
00:01:56:00 - 00:02:04:16
Lizzy
Yeah, over at, stockyard supply. Packers supply party. Yeah. So it felt. It feels like I know you just because of the mutual friends and. Yeah.
00:02:04:16 - 00:02:06:10
Jamey
And inadvertently social media.
00:02:06:11 - 00:02:07:22
Lizzy
Yeah. Social media.
00:02:08:00 - 00:02:14:05
Jamey
Well, let's, So so give me just like, the backstory. Lizzie, growing up in Amarillo.
00:02:14:05 - 00:02:15:12
Lizzy
Grew up in Amarillo, Texas.
00:02:15:13 - 00:02:16:20
Jamey
Amarillo proper. Like in the city.
00:02:17:01 - 00:02:40:14
Lizzy
In the city. Okay. My parents are both from smaller towns, so my dad grew up kind of in the farming world in Dalhart, Texas, in the Panhandle. A lot of people drive through there on the way to the mountains. Yes. And then my mom grew up more West Texas in San Angelo, like total cowboy country. And they both transplanted to Amarillo and raised their family there.
00:02:40:16 - 00:02:43:08
Lizzy
I'm the oldest of three, siblings.
00:02:43:08 - 00:02:45:01
Jamey
And the oldest kid.
00:02:45:01 - 00:02:55:14
Lizzy
Oldest kid. Okay, I'm a classic oldest. Yahoo! Yes. And yeah, I just grew up in Amarillo. The best place to grow up.
00:02:55:14 - 00:02:56:20
Jamey
Are they doing farming stuff still?
00:02:56:20 - 00:03:17:22
Lizzy
So. No, my dad, my dad ended up in the oil and gas business. And my mom, she was an accountant up until she had children. And they got married a little later in life, so she had a whole career as an accountant, and. Yeah. So just grew up there. Amarillo is, like, the best place to grow up, is it?
00:03:18:00 - 00:03:18:05
Lizzy
Yeah.
00:03:18:06 - 00:03:19:03
Jamey
Wait, why?
00:03:19:05 - 00:03:35:10
Lizzy
Just like the perfect size town. 200,000 people. Plenty to see and do. You're you're kind of. You're far from anything. You know, you're six hours from Dallas. Six hours from Denver. Yeah. You're close to the mountains. I know you guys do.
00:03:35:10 - 00:03:39:12
Jamey
Santa Fe drive to Amarillo. Yeah, I stay in Amarillo all the time.
00:03:39:12 - 00:03:43:17
Lizzy
Oh, nice. Well, we gotta coordinate. Yeah. Next time.
00:03:43:19 - 00:03:45:20
Jamey
I have had my hair blown in Amarillo.
00:03:45:20 - 00:03:49:18
Lizzy
Oh, yeah. It will blow your hair out there.
00:03:49:20 - 00:03:54:06
Jamey
And so were you. Were you, like, an entrepreneurial kid or fashion?
00:03:54:06 - 00:04:15:05
Lizzy
Well, I was, I was always entrepreneurial. So we had this thing called biz for kids at, the mall in town. I also think my mom and dad, like, promoted it, but I remember being wanting to start a dog walking business, babysitting. We had a biz for kids, and every year I do it. It's a one year.
00:04:15:07 - 00:04:16:01
Jamey
Competition or.
00:04:16:01 - 00:04:42:06
Lizzy
Whatever. Yeah, and one year. So you would sign up, create a business, go sell at the mall. They had table set up for each kid's business. No way. And so one year I sold Orange Julius. One year I had, tie dye t shirts. Really make the product, sell it. You know, my mom was an accountant, so she would make sure we paid her back for all the supplies.
00:04:42:06 - 00:04:43:21
Lizzy
And it was it was like,
00:04:43:23 - 00:04:47:12
Jamey
And we doing it with your siblings and, like, by yourself.
00:04:47:14 - 00:04:49:03
Lizzy
I don't remember if my siblings.
00:04:49:07 - 00:04:50:17
Jamey
I wish my kids had that.
00:04:50:18 - 00:04:59:15
Lizzy
It's it's such a cool thing and I have I have vivid memories of that. Like, I think that's always called me. I've always been.
00:04:59:18 - 00:05:02:08
Jamey
Making something and selling it.
00:05:02:10 - 00:05:21:14
Lizzy
Yes. And branding in general. So the other piece of that is I played volleyball. That was my sport growing up, but I never really I was not good at all, but I was always the one who was like, what are we going to name the team? What colors are we going to choose for the team? I was like, the the branding person on the.
00:05:21:14 - 00:05:24:07
Jamey
Team, which is also colors fashion.
00:05:24:07 - 00:05:30:21
Lizzy
Yeah, it is fashion. Yes. What socks are we going to get? What's our cheers going to be? You know, the whole thing.
00:05:30:23 - 00:05:37:20
Jamey
So that entrepreneurial as a kid started some little side businesses also branded your.
00:05:37:22 - 00:05:39:23
Lizzy
Brand in my teams.
00:05:40:00 - 00:05:42:11
Jamey
And then and then like. And then you went you went to s I.
00:05:42:11 - 00:05:44:20
Lizzy
Went to college. Yes, I went to college at SMU.
00:05:44:21 - 00:05:45:22
Jamey
Did you wind up at SMU?
00:05:45:22 - 00:06:13:01
Lizzy
So I applied all over the nation. I, I always wanted to get out and see the world. That was something that was also something that I wanted. But when I started visiting, I remember my dad took me to NY, new NYU in New York City when I started visiting, the schools, I was like, okay, wait, maybe I'm not ready to make this big of a step, but when I visit SMU, what I liked about it was it was very out of state feeling.
00:06:13:03 - 00:06:14:19
Lizzy
Yes. And well, yeah, Dallas.
00:06:14:19 - 00:06:16:06
Jamey
Is out of state meaning like the people.
00:06:16:06 - 00:06:42:19
Lizzy
The people were out of state. Also totally different environment than what I grew up in. So it was a big, big change. From Amarillo, which I was looking for something different. And I just loved it there. A beautiful campus, a lot of variety of people from where they're from, which was so cool. And still love that piece of it, because I have friends all over.
00:06:42:21 - 00:07:01:09
Lizzy
And that's really where city boots kind of. The concept of it began, because I would wear my boots around campus and the girls were from everywhere, and they wanted to, but there was nowhere to tell them to go by boots.
00:07:01:11 - 00:07:02:03
Jamey
Oh, really?
00:07:02:05 - 00:07:04:11
Lizzy
There, there really wasn't.
00:07:04:13 - 00:07:07:11
Jamey
And were you were you at the time were in, like, brown boots or.
00:07:07:12 - 00:07:17:16
Lizzy
Were you were. I was crazy fun, crazy boots. Like, even more crazy than I wear now. But it was kind of my thing. It was my personal brand.
00:07:17:16 - 00:07:19:07
Jamey
You got there and kind of like, this is going to be my.
00:07:19:08 - 00:07:44:13
Lizzy
I leaned in for sure. Yeah. And started collecting, and I would wear boots, but I was really wearing a lot of vintage boots. And at the time, there wasn't any. There were not any good options for an elevated women's fashion cowboy boot. But I was also really particular about it being authentically constructed because of where I'm from.
00:07:44:15 - 00:07:46:06
Jamey
Yeah.
00:07:46:08 - 00:07:51:07
Lizzy
So I didn't want, like, the plastic fashion boots. I wanted a real cowboy boot.
00:07:51:08 - 00:07:53:02
Jamey
Not something kind of cheapo.
00:07:53:04 - 00:08:06:15
Lizzy
Yeah. It didn't have to be expensive, but it could just the construction in general. I wanted something that was authentic, which is something that I can. Can you and city boots today. That's a big.
00:08:06:15 - 00:08:10:20
Jamey
Part of people that people are asking you, where do you get your boots? Where do I get boots? Help me buy boots.
00:08:10:22 - 00:08:36:17
Lizzy
So find them boots on Etsy. I would take them to stores. I and this is also the beginning of e-commerce. Okay, so this is when Warby Parker was beginning. It was when direct to consumer was becoming a thing. And at the time there were no direct to consumer cowboy boots. Now there's, you know, a handful, but or more than.
00:08:36:17 - 00:08:44:03
Jamey
That, direct to consumer meaning like, like takeovers where you can just buy them online. Correct. You had to go into a store normally it was like a Western where.
00:08:44:04 - 00:08:47:04
Lizzy
Yes, you'd go into a Western wear store and buy cowboy.
00:08:47:04 - 00:08:51:22
Jamey
Boots. Yeah. What was the, cowboy cool.
00:08:51:23 - 00:08:54:16
Lizzy
Cowboy cool. Yes. There was West Village.
00:08:54:17 - 00:08:55:18
Jamey
There, like hat, old green.
00:08:55:18 - 00:09:03:07
Lizzy
I loved that store. I don't know if it's still there, but that was a cool store. That was. Yeah, in West Village.
00:09:03:07 - 00:09:05:02
Jamey
So you're buying them on, like, Etsy?
00:09:05:05 - 00:09:07:03
Lizzy
Vintage? Yeah. And.
00:09:07:03 - 00:09:10:07
Jamey
So you did you say I want to start a.
00:09:10:09 - 00:09:12:01
Lizzy
Business, but not at that point.
00:09:12:01 - 00:09:15:06
Jamey
So but it became part of like it became.
00:09:15:06 - 00:09:25:10
Lizzy
Part of, like my personality kind of and my fashion, and to me, the thing I always loved about cowboy boots was it added a statement to your outfit. Yeah.
00:09:25:10 - 00:09:27:12
Jamey
It's like, unapologetically Texan.
00:09:27:12 - 00:09:28:05
Lizzy
Yes.
00:09:28:05 - 00:09:28:17
Jamey
With a little.
00:09:28:17 - 00:09:42:17
Lizzy
Pizzazz. Yes. And they're so comfortable. You can wear them all day. So there's, like, this convenience factor combined with this factor of giving you a look that. That's why I liked it.
00:09:42:19 - 00:09:47:00
Jamey
And that this is like before Yellowstone before before that was like.
00:09:47:02 - 00:09:49:16
Lizzy
Yeah way before. This is like 2010.
00:09:49:17 - 00:09:50:08
Jamey
Trendy thing.
00:09:50:10 - 00:09:53:08
Lizzy
Like 15 years ago. Just crazy to say. But yeah.
00:09:53:08 - 00:09:54:14
Jamey
And you said it's finance.
00:09:54:14 - 00:09:57:07
Lizzy
As I say. So then I studied finance.
00:09:57:07 - 00:10:00:06
Jamey
I why did you study finance?
00:10:00:08 - 00:10:02:21
Lizzy
Yeah, I loved it, I loved it, I did. Your mom's.
00:10:02:21 - 00:10:03:18
Jamey
An accountant.
00:10:03:20 - 00:10:09:19
Lizzy
I know it just like it was the one class that I took. I knew I wanted to do business.
00:10:09:21 - 00:10:38:00
Jamey
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00:10:38:05 - 00:11:04:20
Jamey
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00:11:04:21 - 00:11:11:08
Jamey
So if you're ready to stand out, visit sixth Ave storytelling.com today. I would love to chat with you.
00:11:11:10 - 00:11:37:15
Lizzy
Is the one class that I took that it just like clicked with the way that my brain worked. And I enjoyed. I also kind of honestly did the math on what. My lifestyle was costing at the time, and I didn't. I knew very clearly that once college was over, my parents were done okay, and I was like, I need to get a good paying job.
00:11:37:15 - 00:11:38:18
Jamey
I need to make some money.
00:11:38:18 - 00:11:52:15
Lizzy
Yeah. And that's where the good paying jobs were in business. So I loved finance. I also was very involved in the oil and gas world at SMU. I was president of the oil and gas club. Hey.
00:11:52:16 - 00:11:53:07
Jamey
Why.
00:11:53:07 - 00:11:54:12
Lizzy
Were you. I know I just.
00:11:54:16 - 00:11:55:07
Jamey
Of the oil.
00:11:55:07 - 00:12:01:22
Lizzy
And I think your dad, I think it was I grew up. He never pushed me into that. Yeah. I just genuinely.
00:12:02:02 - 00:12:03:09
Jamey
What do you do? The oil.
00:12:03:13 - 00:12:13:19
Lizzy
I want. I thought I was going to be a like woman Wildcat her. Okay, that's what I wanted to do when I was in college.
00:12:13:21 - 00:12:16:10
Jamey
And so finance was a means to an end?
00:12:16:10 - 00:12:16:23
Lizzy
Yes.
00:12:17:03 - 00:12:19:15
Jamey
For going and starting your own oil business. Essentially.
00:12:19:17 - 00:12:26:14
Lizzy
Yes. Which is now I just cannot imagine. That's a while, but it's fun. It was. I was all in on it and.
00:12:26:15 - 00:12:30:12
Jamey
President of like, so what okay. Just what we do because this is a foreign idea too.
00:12:30:12 - 00:12:31:07
Lizzy
Yes.
00:12:31:09 - 00:12:39:08
Jamey
I'm 20 years old and I'm in the oil and gas club. Would you like what do you do with that?
00:12:39:10 - 00:13:14:09
Lizzy
You know, you guys should drill here. No. So we would organize trips for the club to go visit big oil and gas companies or small oil and gas companies and learn, it's an excellent career path. And so it was really just career development. Okay. And organizing that for people, that is even then I was branding, you know, but I loved I loved it, and that's where I started my career.
00:13:14:09 - 00:13:18:09
Jamey
That's something most people would not know. Lizzy was the president of her college oil.
00:13:18:11 - 00:13:36:09
Lizzy
Yeah, I know, it's crazy. But, yeah, it was fun, I loved it. I love the people in the oil and gas business. You're dealing with smart, ambitious, salt of the earth people who are entrepreneurial. Yeah, really? Most of the time.
00:13:36:09 - 00:13:37:16
Jamey
My parents are both geologists.
00:13:37:19 - 00:13:38:11
Lizzy
Okay, so.
00:13:38:11 - 00:13:40:14
Jamey
There they were. I grew up around that.
00:13:40:17 - 00:13:41:20
Lizzy
Yeah. Then you get it.
00:13:41:21 - 00:13:44:08
Jamey
In that world and have you watched land, man?
00:13:44:09 - 00:13:48:04
Lizzy
So I've watched I'm not all the way caught up, but I've watched a couple of episodes.
00:13:48:06 - 00:13:49:11
Jamey
I've just been a couple episodes.
00:13:49:11 - 00:13:54:10
Lizzy
It's pretty well it's. Yeah, it's good, it's good. This it's pretty. I mean.
00:13:54:13 - 00:13:57:16
Jamey
I love to like Texas, the country.
00:13:57:18 - 00:14:01:19
Lizzy
The Texas. I love that part of it, too. Yeah. My parents actually met in Midland.
00:14:01:23 - 00:14:02:08
Jamey
Okay.
00:14:02:08 - 00:14:04:16
Lizzy
So there's like history there to.
00:14:04:16 - 00:14:11:17
Jamey
Sustain in finance rock and boots. I'm going to go do oil and gas. Yep. And be an oil well cutter.
00:14:11:17 - 00:14:12:19
Lizzy
Yeah.
00:14:12:21 - 00:14:16:16
Jamey
In boots. And then walk me through.
00:14:16:18 - 00:14:37:18
Lizzy
So from there I moved to Houston. I got a job at, Halliburton and is a great job. It was, I learned so much in that job that I still apply today. It was a, and then it was an M&A group at Halliburton. And so we were doing valuation. We were buying and selling companies.
00:14:37:18 - 00:14:38:10
Jamey
Other oil.
00:14:38:10 - 00:15:10:07
Lizzy
Companies. Yes. That's cool inside or for ourselves. And then spinning things off. And it was just such a cool first way to start my career. That being said, I did not love sitting at a cubicle all day, and that's where the idea for city came to be because I thought, I cannot, I can't do this. I had an excellent job with great team, but I still was like, this is I can't do this.
00:15:10:09 - 00:15:37:16
Lizzy
Sitting in a cubicle just getting corporate. Corporate was not for me. Okay. And so I would. I started city boots as a widget. Really? And I had meaning, like, I wanted to start a business. And I needed to be taking action in order to be moving my life forward. Because I was unhappy in that corporate corporate atmosphere.
00:15:37:18 - 00:15:46:19
Lizzy
And I knew a lot about cowboy boots because I was collecting them and had 50 pairs. And you had I had become, you know, the.
00:15:46:19 - 00:15:48:11
Jamey
Expert 50 pairs of so many.
00:15:48:11 - 00:15:51:06
Lizzy
Pairs and so many. Well, you don't want to know how many you have now.
00:15:51:06 - 00:15:52:09
Jamey
How many boots do you have now?
00:15:52:14 - 00:15:59:13
Lizzy
So when I started City Boots, I probably had 50 pairs, and I probably, 120 now.
00:15:59:15 - 00:16:02:20
Jamey
No way. Yeah. You could wear them every day.
00:16:03:01 - 00:16:03:21
Lizzy
Yeah.
00:16:03:23 - 00:16:05:16
Jamey
You have to have a big closet and boots.
00:16:05:18 - 00:16:13:12
Lizzy
I have a tiny house and the boots are all over the house. Like, if you. I'll have you guys over and, the boots literally, like, in my living room. It's.
00:16:13:15 - 00:16:14:22
Jamey
Yeah, it's too funny.
00:16:14:22 - 00:16:30:00
Lizzy
It's fun. It's really fun. I had my Bible study over yesterday for tea, for Christmas tea. And I forget because it's just my life. But all the women were like, oh my gosh, this is a lot of cowboy boots. Tell me, tell us the stories.
00:16:30:03 - 00:16:33:03
Jamey
You got 50 pairs of boots. You're sitting in Houston. You're like.
00:16:33:05 - 00:16:33:20
Lizzy
Yeah, I'm.
00:16:33:20 - 00:16:34:23
Jamey
Like, I got to get out of here.
00:16:34:23 - 00:16:59:13
Lizzy
Yeah. And so let's start. I just started talking about it to people. I started an Instagram and went through a few different names. It was like black sheep boots. Was like the first name. Okay, horrible name, but I liked the idea of it. And then Lemon Boots was the second name, which also horrible name. And then City Boots came to be.
00:16:59:13 - 00:17:03:13
Jamey
But it was it just kind of showing. This is my collection. These are.
00:17:03:16 - 00:17:30:01
Lizzy
Yeah. My Instagram was started out as like highlighting. I didn't have any more room for boots in my closet. So my Instagram started out as a highlighting of pairs that I would find that I wanted to purchase, but didn't have room for okay, and celebrating the artisanship that goes into boots. So I kind of. I started collecting from all different makers.
00:17:30:03 - 00:17:51:08
Lizzy
And so I would there's so many amazing mom and pop makers in Texas that have been around for years and years, and famous made famous hand makers of boots. And so I would try and find vintage pieces from all those makers and.
00:17:51:10 - 00:18:13:03
Lizzy
So that's kind of that's how the Instagram started. And then I don't really remember, but I knew I wanted to start a boot company. I knew there was a niche and niche in the market for women. Nobody was doing women only cowboy boots. Okay? Women were always an afterthought in the cowboy boot world, I think. I mean, you have old gringo.
00:18:13:03 - 00:18:17:12
Lizzy
So they were kind of one of the first.
00:18:17:14 - 00:18:21:08
Jamey
But they're still pretty, like, men oriented. Yeah.
00:18:21:09 - 00:18:24:08
Lizzy
And their style is just different than what I was wanting.
00:18:24:08 - 00:18:26:07
Jamey
Yeah, yeah.
00:18:26:09 - 00:18:39:05
Lizzy
So. That's where I saw them. There was, like, an opportunity, and that's what I leaned into. And so I started calling manufacturers sampling boots.
00:18:39:05 - 00:18:44:23
Jamey
So you're saying out loud to your friends, I'm going to sort of boot for me. Yeah. So, this Instagram people kind of know you as.
00:18:45:01 - 00:18:46:02
Lizzy
Yeah.
00:18:46:04 - 00:18:51:14
Jamey
That boot influencer. So yeah. Big. And so you're saying I'm going to make.
00:18:51:16 - 00:18:51:22
Lizzy
It I'm.
00:18:51:22 - 00:18:58:11
Jamey
Going to make cowboy boots. Yes. So real quick I want to get into that. You also said at Halliburton you learned some lessons that you still use.
00:18:58:15 - 00:18:59:05
Lizzy
00:18:59:07 - 00:19:01:08
Jamey
Can you.
00:19:01:10 - 00:19:07:06
Lizzy
Really just like looking at cash flow, the finance side of things also,
00:19:07:10 - 00:19:08:02
Jamey
Evaluating a.
00:19:08:02 - 00:19:30:07
Lizzy
Business, evaluating a business, evaluating my own business. I don't, like, have plans to sell it, but I like to set it up in a way that makes it a valuable asset. Like, I love what I do, but I also part of what I do and love is this idea of building an asset. So that's.
00:19:30:12 - 00:19:49:23
Jamey
I love it. I love I think that's kind of and maybe the maybe me saying this is like, stereotyping unfairly, but I like I love that you kind of had this finance background buying selling business background and like approached it from a very yeah financial asset. How do I set that.
00:19:50:01 - 00:19:58:01
Lizzy
Yes. And the other piece is capital returns. Okay. So big thing that I learned about in my first job was this idea of capital return. So how would.
00:19:58:01 - 00:19:58:21
Jamey
You explain that to me.
00:19:58:21 - 00:20:26:09
Lizzy
So capital returns basically you have say you have $10,000 in cash. What are you going to do with that cash in order to create new cash? So that was a big focus of my business early on for five years, the only thing I did with my cash was pay for gas and invest in more inventory.
00:20:26:11 - 00:20:32:04
Lizzy
And that was how I kind of got it off the ground.
00:20:32:06 - 00:20:37:02
Jamey
So you start putting together business models, I'm assuming.
00:20:37:04 - 00:20:44:03
Lizzy
Yeah. I love to build it. Kind discounted cash flow. Still to this day, it's not a good use of my time, but.
00:20:44:04 - 00:20:44:18
Jamey
Okay, tell me.
00:20:44:18 - 00:20:46:19
Lizzy
What discounted cash flow is. So if I have.
00:20:46:19 - 00:20:47:06
Jamey
Someone who's.
00:20:47:06 - 00:21:13:18
Lizzy
Not. Okay. So discounted cash flow is what you use in the finance world to evaluate a business. Okay. So what you do is you forecast out the future cash flows of the business. Five most of the time it's out five years and then you put an end value on it based on a growth rate and a well based on a growth rate.
00:21:13:20 - 00:21:38:16
Lizzy
So you say what it's what it's bringing in today, what you think is going to bring in over the next five years and what you think it will be worth in five years based on a certain trajectory. And then you take all of those cash flows and you discount them back at a capital return rate that makes sense to you, and that's how you're able to, which account that gives you the time value of money.
00:21:38:18 - 00:21:40:19
Lizzy
And then that tells you what your business is worth.
00:21:40:21 - 00:21:41:20
Jamey
I love that.
00:21:41:20 - 00:21:43:06
Lizzy
That's one way. There's multiple.
00:21:43:06 - 00:21:46:06
Jamey
Ways. It's like people like you. Yeah, my life in my early days of.
00:21:46:06 - 00:21:48:03
Lizzy
So call me any time. I mean, it's been.
00:21:48:07 - 00:21:49:05
Jamey
I knew how to do that.
00:21:49:05 - 00:21:52:18
Lizzy
It's been ten years since I've been in that world. But, I can connect you with people.
00:21:52:18 - 00:21:57:17
Jamey
I love it, I love it. So you're calling manufacturers?
00:21:57:19 - 00:22:00:13
Lizzy
Yes, I'm calling manufacturers. I'm sampling.
00:22:00:13 - 00:22:04:20
Jamey
But you designing them like, the, like drawings. Like, do you like, mock them up?
00:22:05:00 - 00:22:33:04
Lizzy
Yeah. My first booth, those is just like, my idea was a super simple cowboy boot. I didn't want something crazy. I wanted, like, a basic black cowboy boot with a very simple, elegant design on it. But I didn't want it to be cheaply made, and I didn't want to wait a year for a custom version. So I wanted the quality of the custom boots that, you know, you like.
00:22:33:04 - 00:22:36:14
Jamey
Drawing on a piece of paper, you like using a computer software or.
00:22:36:14 - 00:22:52:11
Lizzy
Like a no, just on a piece of paper. I also was artistic growing up. Okay, I kind of missed that piece because it's not a part of me that I've ever nurtured. But I was into art and I took all the art classes and could can draw.
00:22:52:11 - 00:23:01:18
Jamey
Okay, so are you calling manufacturers in being like, I'm going to email you this picture. Can you is that how it works? Like, yeah. So I have a picture of a booth I want to make.
00:23:01:22 - 00:23:04:00
Lizzy
I found like people on Facebook.
00:23:04:02 - 00:23:07:05
Jamey
Wait. Okay, so I was finding these manufacturers.
00:23:07:06 - 00:23:32:06
Lizzy
There's this I mean, if you got Facebook, there's so many little micro communities and there's boot making micro communities out there. And so I literally just started calling people and asking if they would do private label boots. That's kind of the word I would use. Yeah. And visiting factories, I would use my days off from my job and go visit factories.
00:23:32:08 - 00:23:33:17
Jamey
In, in our little.
00:23:33:17 - 00:23:34:13
Lizzy
Paso.
00:23:34:14 - 00:23:35:17
Jamey
There in El Paso or Mexico.
00:23:35:17 - 00:23:50:06
Lizzy
Right. El Paso or Mexico. And our boots are made in Mexico. And a lot of people don't realize with the boots that they make in Mexico, they they've been making boots. They're just as long as El Paso. There's a lot of artisanship that go there.
00:23:50:08 - 00:23:52:09
Jamey
So you're flying El Paso.
00:23:52:09 - 00:23:55:09
Lizzy
Or you're on Mexico.
00:23:55:11 - 00:24:02:15
Jamey
While you still have your job to make this one pair of boots. Yeah. And were you like, I'm going to order 10 or 100 or like.
00:24:02:16 - 00:24:25:20
Lizzy
So at the time I didn't really have a plan, so I did. I launched the company on Facebook. I built my own website. That was I had an interest in that side of things to the technology, so I knew I wanted to start a business. I loved the direct to consumer model. Instagram was becoming a thing. So you have this like free marketing channel where you can get your story out there.
00:24:25:22 - 00:24:48:23
Lizzy
And then I loved cowboy boots and it all just kind of came together into what is now city boots. But I the first thing I did was I, when I sampled a boot, I just put it I did a photoshoot over here in Fort Worth. I was living in Dallas at the time and I put it on my Facebook, my Instagram, because I already had followers, because I'd been posting vintage boots.
00:24:48:23 - 00:24:49:22
Jamey
Yeah.
00:24:50:00 - 00:24:53:08
Lizzy
And I took preorders and I sold six pairs in a week.
00:24:53:13 - 00:24:55:19
Jamey
Oh, before you even got it, that's cool.
00:24:55:21 - 00:24:58:03
Lizzy
So I did a preorders first.
00:24:58:04 - 00:25:21:22
Jamey
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Jamey
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00:26:48:06 - 00:26:50:06
Jamey
All right back to our conversation.
00:26:50:06 - 00:27:11:08
Lizzy
And then that was it. That went okay like six in a week. I was like wow. Like yeah okay cool. And that went okay. Except that they came in late which is the can't bit where all and they also came in like slightly different than what I had ordered. Okay. And it posted. So I was like this isn't going to work.
00:27:11:08 - 00:27:14:03
Lizzy
Like we need to have the boots on hand.
00:27:14:05 - 00:27:18:17
Jamey
And how did you choose which manufacturer you end up going with?
00:27:18:18 - 00:27:21:21
Lizzy
So that's not I didn't stay with that manufacture. No.
00:27:21:21 - 00:27:23:02
Jamey
Chose wrong the first time.
00:27:23:02 - 00:27:46:00
Lizzy
Yes. So I ended up going with, family factory in Mexico that was able to I knew I didn't just want to sell six at a time, like, I wanted to really make a business out of it. And so they had a whole operation. It wasn't like a workshop. Yeah. I needed someone who had a big enough operation to produce.
00:27:46:00 - 00:27:54:10
Lizzy
And then also small enough that they would sell me the first order I made. Answer your question with 50 pairs of boots.
00:27:54:10 - 00:27:56:05
Jamey
Okay, which is expensive.
00:27:56:07 - 00:27:57:10
Lizzy
It is? Yeah.
00:27:57:10 - 00:27:58:18
Jamey
So I'm assuming.
00:27:58:20 - 00:28:09:01
Lizzy
Yes. So, and we can talk about that. So this whole time that I'm working, I'm also saving money. Okay. So I was saving money knowing that I wanted to go.
00:28:09:01 - 00:28:10:05
Jamey
For when you're buying boots.
00:28:10:06 - 00:28:28:06
Lizzy
So why I kind of had to stop that stuff that I'm like, If I'm going to be making my own boots, I don't need these other. It's so sad. I have 50 pairs of beautiful, handmade cowboy boots that I never get to wear. But I want to do something special with those one day, like create, like a little display or something.
00:28:28:08 - 00:28:48:11
Lizzy
So yeah, I just. You have to also realize that I'm 23 years old at the time, okay. Or 24. I was 25, actually, nine years ago today, the Friday before Christmas. I left my corporate job to do this full time. Yes.
00:28:48:11 - 00:28:53:16
Jamey
Way. And when you left, had you had you already sold more? So. So you make the website now.
00:28:53:16 - 00:28:53:22
Lizzy
I had.
00:28:53:22 - 00:28:55:08
Jamey
Preorder okay.
00:28:55:10 - 00:28:55:20
Lizzy
Now.
00:28:55:22 - 00:28:58:23
Jamey
So you said I'm going to quit and go all in on this.
00:28:59:00 - 00:29:00:01
Lizzy
Yes.
00:29:00:03 - 00:29:04:10
Jamey
And what did your parents say? They're like, we just spent all this money for you to go to SMU.
00:29:04:10 - 00:29:33:07
Lizzy
Yes. They were supportive because so I had nothing to lose. I was 25. I think I was 25 at the time. The oil business was in a really bad place. It was not a good place to like, be looking for a job in. And I had done, you know, been in the working world for 2 or 3 years, which is such a hard transition.
00:29:33:07 - 00:29:46:21
Lizzy
Or it was for me, and I just needed a break, and I had this whole I had it ready to go. So I just said, I'm going to do this. They were supportive. My dad's an entrepreneur, so.
00:29:46:23 - 00:29:48:17
Jamey
He so they were good. They were they were supportive.
00:29:48:18 - 00:29:54:04
Lizzy
Yeah. And actually my mom gave me the seed money, to start $10,000.
00:29:54:05 - 00:29:55:19
Jamey
Okay. So you started with ten grand.
00:29:55:20 - 00:29:58:15
Lizzy
$10,000 and enough money to pay my rent for a.
00:29:58:15 - 00:30:03:15
Jamey
Year. And I'm assuming that $10,000 gets eaten up pretty quick.
00:30:03:20 - 00:30:05:16
Lizzy
I just spent all on inventory.
00:30:05:17 - 00:30:08:01
Jamey
Yeah. You on your first design?
00:30:08:03 - 00:30:08:13
Lizzy
Yes.
00:30:08:15 - 00:30:14:06
Jamey
For styles. Yeah. Oh, so you have four styles at this point or styles. And so you I'm buying all these.
00:30:14:06 - 00:30:15:08
Lizzy
Boots, buying all these new.
00:30:15:08 - 00:30:16:21
Jamey
Website. You had an Instagram following.
00:30:16:21 - 00:30:21:06
Lizzy
And I started I just did photoshoots. I post them on Instagram and people liked them.
00:30:21:08 - 00:30:28:15
Jamey
People started buying them in that like the amazing like the power of having a following. Yeah. Of some sort.
00:30:28:16 - 00:30:29:05
Lizzy
Yes.
00:30:29:05 - 00:30:34:14
Jamey
Big or small. Like when you have when you invite people in your story and you're passionate about something like.
00:30:34:16 - 00:30:46:03
Lizzy
Yes. And that's, that's how my first customers were from my Instagram that was posting vintage boots that and my parents friends.
00:30:46:05 - 00:30:52:04
Jamey
So you see, you ordered. Four styles. How many boots or styles?
00:30:52:04 - 00:31:07:11
Lizzy
I can't remember exactly, but I ordered probably a size run. Okay, because that's the thing with shoes. You've got to order every size run. Okay. And so I came out with four styles. We had four styles forever, 2 or 3 years. So the same boot.
00:31:07:11 - 00:31:09:05
Jamey
So you kept it simple for a while.
00:31:09:06 - 00:31:38:23
Lizzy
Yes. And that's a big part of I think why City Boots has been successful is that we created a brand identity with our product by sticking with it. You'll see we just we have had the same toe heel and height. We had the same toe heel and height for 4 or 5 years. I then branch into other heights, but I've had the same tone heel for nine years until this fall I launched our first snip toe boot.
00:31:39:01 - 00:31:40:14
Jamey
Okay.
00:31:40:16 - 00:31:49:15
Lizzy
And that's been great too. Like our customers want something new as well. But we've created a brand identity in this look.
00:31:49:17 - 00:31:54:09
Jamey
And so you sell them. How did it go. Well like did you sell out all the sizes or.
00:31:54:10 - 00:32:11:07
Lizzy
I can't remember. I honestly I, I was so just happy to be doing my own thing and being on my own schedule. That I didn't really I didn't really know. I didn't really know it was happening. I was just like.
00:32:11:09 - 00:32:12:19
Jamey
This is fun.
00:32:12:21 - 00:32:20:11
Lizzy
Yeah. And I would do trunk shows and I was and people liked it. And I it's always more fun when people like it, you know, like.
00:32:20:11 - 00:32:25:21
Jamey
Yeah. So people were happy with the boot. Yes. And were you happy with them with like this is what I envision. This is what I've been wanting. Yes.
00:32:25:21 - 00:32:27:18
Lizzy
This is perfect.
00:32:27:20 - 00:32:29:00
Jamey
They're better quality.
00:32:29:04 - 00:32:36:21
Lizzy
Yes. It's the right price point. And from there I just kept going.
00:32:36:23 - 00:32:38:18
Jamey
And you were so low.
00:32:38:20 - 00:32:47:14
Lizzy
Yeah. So my mom was my partner. She didn't just give me 10,000, so she. She's helping and she's own part owner. Okay, that was fun.
00:32:47:14 - 00:32:49:00
Jamey
Is that still the case now?
00:32:49:00 - 00:32:53:04
Lizzy
I bought her out about five, four years ago. Okay. Yes, which was really fun.
00:32:53:04 - 00:32:54:00
Jamey
To make some money on it.
00:32:54:00 - 00:33:08:21
Lizzy
Yeah. She made so many cool. So that was fun, but she kind of, I always joke. I mean, this isn't true at all, but I'm like. She stopped pulling her weight. I had to buy her out. So she's, she's great. She still promotes the brand, but.
00:33:08:21 - 00:33:14:22
Jamey
So you're designing. You're ordering. You're the one posting. You're probably run into the post office and shipping.
00:33:14:22 - 00:33:43:07
Lizzy
Oh, yeah, I'm doing it all. I literally out of my apartment in Dallas. I had I had one of those apartments that you can rent a storage unit in the apartment down the hall. And I had this great, like five by six closet that I kept all the boots in. And then I would get shipments in, and our apartment had a concierge and the concierge would bring like, I mean, my shipments to the storage unit.
00:33:43:07 - 00:33:46:23
Lizzy
And I know those are good memories, but yeah.
00:33:47:04 - 00:33:54:06
Jamey
And we your designs again and you just kind of you just are drawing these on a piece of paper. You don't have any formal like.
00:33:54:08 - 00:33:56:21
Lizzy
Pattern making had. No, no.
00:33:56:21 - 00:33:57:10
Jamey
That's what you use.
00:33:57:10 - 00:34:02:05
Lizzy
And I do an iPad now okay. Because I like to like every.
00:34:02:09 - 00:34:05:05
Jamey
And then in that work I'm assuming you've learned a lot since then.
00:34:05:05 - 00:34:06:12
Lizzy
Like, and.
00:34:06:17 - 00:34:09:06
Jamey
And and how you design a.
00:34:09:08 - 00:34:34:20
Lizzy
Yes. And it's, it's just, it's, it's I will say after ten years, it's hard to continually come out with something that's simple because my style is very simple and elegant. Yeah. So that's when you have to start playing around with leathers and colors and, different icon. You know, we've become known for our icons boots, our heart boot or lightning bolt boot.
00:34:34:21 - 00:34:41:18
Lizzy
What's the next icon going to be? And I was just part of the challenge, but.
00:34:41:19 - 00:34:45:21
Jamey
So you and your mom are doing this is growing. People are liking it. You're like, this is really fun.
00:34:45:21 - 00:34:55:04
Lizzy
We're doing like, Christmas markets, reinvesting everything, reinvesting everything. Kind of yeah, I didn't I started I had to start paying myself after one year.
00:34:55:08 - 00:34:56:17
Jamey
Okay. So you didn't pay yourself for a year?
00:34:56:17 - 00:35:07:10
Lizzy
I did not pay myself for a year. And then I paid myself very, very little for five year. Okay. And so honestly, like, yeah.
00:35:07:12 - 00:35:13:12
Jamey
You can you say 40,000. You paid yourself. You were living off of $40,000.
00:35:13:14 - 00:35:15:16
Lizzy
No. Five years.
00:35:15:18 - 00:35:18:20
Jamey
That's freaking awesome.
00:35:18:22 - 00:35:35:07
Lizzy
Yeah. And I didn't care because I was so happy just doing my own thing. And that was an interesting life experience because like I told you when I was in college I was chasing you like salary numbers and I was just so much happier.
00:35:35:09 - 00:35:45:14
Jamey
Yeah, I love that. I, I have extremely fond memories of being super poor in the early days of green River ordinance.
00:35:45:16 - 00:35:46:08
Lizzy
And that is.
00:35:46:08 - 00:35:56:14
Jamey
I dropped out of college and then my parents are like, you're cut out if you do it. And we were all like living off of it. I think it was like $1,100 a month. It was like.
00:35:56:16 - 00:35:57:05
Lizzy
Yeah it.
00:35:57:05 - 00:36:03:07
Jamey
Was, it was, it was like one of my favorite times in life. Yes. Because we just have to be so frugal. But we love, we're doing and we're traveling.
00:36:03:07 - 00:36:15:20
Lizzy
And you love what you're doing. It's like it doesn't matter. And yes, I don't think you should just go do that without some type of vision for the future. Yeah, but.
00:36:15:22 - 00:36:16:10
Jamey
But.
00:36:16:12 - 00:36:18:05
Lizzy
But when you're doing something.
00:36:18:08 - 00:36:19:03
Jamey
Yeah.
00:36:19:05 - 00:36:34:22
Lizzy
You're learning and that's what might you ask what my parents or my dad said? Like, what's the worst case? You can sell these boots for what you bought them for, and you will learn something along the way that will make you a more valuable asset. If you need to go get another job. And I thought that was really wise.
00:36:34:22 - 00:36:36:20
Lizzy
My dad's wise, wise man.
00:36:36:22 - 00:36:43:06
Jamey
I love it.
00:36:43:08 - 00:36:55:03
Jamey
And we're we're people. Like. So people are taking notice, and this is all I'll say.
00:36:55:05 - 00:37:03:01
Lizzy
What's interesting to me is I don't feel like.
00:37:03:03 - 00:37:26:02
Lizzy
It. There were people who were already cowboy lovers who were gravitating towards the product. And then I would say in the last five years, it we got it. So the a real big turning point for me was being featured in the Wall Street Journal.
00:37:26:03 - 00:37:27:04
Jamey
Okay. Tell me about that.
00:37:27:06 - 00:37:59:16
Lizzy
So I never I do have a press team now, but up until a nine months ago, I didn't, and I, just by the grace of God, got a friend connected me with a journalist in Houston who wrote a story on me leaving the oil and gas company, business to start Cowboy boots. And the Wall Street Journal picked it, picked the story up, and they were doing a series called reboot about people changing careers.
00:37:59:21 - 00:38:00:05
Jamey
Okay.
00:38:00:06 - 00:38:01:08
Lizzy
And they called me up.
00:38:01:08 - 00:38:02:08
Jamey
Title is perfect.
00:38:02:08 - 00:38:14:12
Lizzy
Yes, perfect. And they they sent me an email. And I'll never forget being like, this is crazy. And they wanted to feature my story.
00:38:14:14 - 00:38:17:07
Jamey
And they do sell a bunch of boots from that.
00:38:17:09 - 00:38:56:21
Lizzy
I did sell boots. We got a ton of traffic. I remember that day. I think we probably had like 20,000 hits on the website. Okay. Which was just so much more than we'd ever experienced. And the how the reach of that publication is absolutely insane. I had like, classmates from, you know, years past reaching out. I got so many LinkedIn requests, I think I probably got like 200 LinkedIn requests that day, and started getting letters in the mail from prisoners, which was probably the most funny part of it.
00:38:57:00 - 00:39:15:07
Lizzy
Women? No, men. They were like leather workers. Oh, really? But like, you know. Yeah, that was pretty funny. The prison letters, Like sending boot designs. No way. Yeah.
00:39:15:08 - 00:39:16:08
Jamey
So random.
00:39:16:10 - 00:39:20:05
Lizzy
And shoot in there. Shot to. And you're like, okay. No.
00:39:20:07 - 00:39:29:13
Jamey
So so that happens and then things are going well, you're. At what point did you start like, getting employees and getting help and like scaling it?
00:39:29:13 - 00:39:52:01
Lizzy
Okay. So we kind of skipped a big chapter there. So that was I started City boots for 4 or 5 years. It was kind of like a side, not a side hobby, but more like a hobby business. I had gotten married during that time and was really we were really supporting my husband's career.
00:39:52:03 - 00:39:53:11
Jamey
So what brought you to Fort Worth?
00:39:53:13 - 00:39:54:23
Lizzy
We actually lived in Tyler.
00:39:55:03 - 00:39:57:05
Jamey
We lived in Tyler. Okay.
00:39:57:07 - 00:40:08:20
Lizzy
He was from East Texas, so we had moved from Dallas to East Texas. It was a great career for me to have because I could make my own schedule, the flexibility.
00:40:09:00 - 00:40:09:18
Jamey
And what was he doing?
00:40:09:21 - 00:40:25:05
Lizzy
He was in the oil and gas business. Yeah. We actually met at one of my jobs. Okay. And we I mentioned this to you earlier, and a lot of people know this about my story, but my husband passed away five months into our marriage.
00:40:25:07 - 00:40:26:03
Jamey
Five months.
00:40:26:03 - 00:40:34:12
Lizzy
Five months into our marriage. Suddenly, just to natural health causes that we were unaware of. And.
00:40:34:14 - 00:40:36:02
Jamey
And you just moved to Tyler?
00:40:36:02 - 00:40:39:21
Lizzy
I had just moved to Tyler, like, less than a year before.
00:40:39:23 - 00:40:42:06
Jamey
So your world is just completely.
00:40:42:08 - 00:40:53:07
Lizzy
Yeah, like my dad. The way my dad put it was like, you can't. You finally had, like, your jar of marbles full and it just got dumped out. And that, that was I mean.
00:40:53:09 - 00:40:53:21
Jamey
What year was.
00:40:53:21 - 00:40:59:01
Lizzy
That? That was 2018, 2019. He passed away in 2019.
00:40:59:03 - 00:41:00:05
Jamey
Holy cow.
00:41:00:07 - 00:41:42:19
Lizzy
And so from there, I. I was now in a new situation where I was a going to have to go through this huge life transition, tragic grief experience really is is what it is. And trying to and then in addition to that, I'm now in a position where I'm need to provide for myself. And that's when I really and I was also in a position where I wasn't able to function.
00:41:42:21 - 00:41:48:12
Jamey
Yeah. I'm, I'm assuming when that happened you're like I don't want to, to work. I can't think about work, I can't no. Productive.
00:41:48:13 - 00:42:05:17
Lizzy
Yeah. So I simultaneously needed to, needed the company to work and had no capacity capacity for it. And that's when I started hiring people. And that is when city Boots.
00:42:05:19 - 00:42:12:18
Jamey
But even like if you're going from small team, no team to now, like hiring is so much work and then you got to train like.
00:42:12:22 - 00:42:13:10
Lizzy
Yeah.
00:42:13:10 - 00:42:18:23
Jamey
Emotional bandwidth. It takes time to bring on and on and manage and train and.
00:42:19:01 - 00:42:24:01
Lizzy
Yeah. And I had no leadership experience either. So that was fun.
00:42:24:03 - 00:42:26:03
Jamey
And how do you how did you do that.
00:42:26:03 - 00:42:51:11
Lizzy
How did so my first hire was like a contractor who had it. She was an expert in like email marketing and website optimization, and that I always tell people who have small businesses and I'm sure you guys know this, and I I'll be interested to hear actually your take on it, but I think email marketing was the first organized thing we did that made such a big difference in my business.
00:42:51:13 - 00:42:54:17
Jamey
Because you have all these past buyers and you have their contact information.
00:42:54:17 - 00:43:15:07
Lizzy
Yeah, I've got the contact information. I had five years of organic purchasers, but I wasn't doing regular emails and that was a big mistake. I should have been doing that from from day one. Really. But since then, you know, but email you guys, I'm sure.
00:43:15:09 - 00:43:17:13
Jamey
It's nurturing the relationship.
00:43:17:15 - 00:43:19:11
Lizzy
Communicating.
00:43:19:12 - 00:43:22:17
Jamey
And was there the return on investment of that. Were you like okay this.
00:43:22:19 - 00:43:54:23
Lizzy
Yeah. Just it gave the business more stability revenue stability. Because when I wasn't able to go out and do trunk shows we were still getting in front of the customer. And so it gave the business revenue stability. And that then in turn allowed me to take more risks and hire people, create new styles because there's now a channel for them.
00:43:55:01 - 00:44:23:01
Lizzy
It was also a great, I think prior to well passing away, I was super socially driven. And then after he passed, that piece of me kind of went away for a while because there's no it's really hard to relate and connect with your average 29 year old peer, which is how old I was when you're going through that.
00:44:23:05 - 00:44:23:17
Jamey
Yeah.
00:44:23:19 - 00:44:28:21
Lizzy
And so I really kind of poured myself into the brand. And then.
00:44:29:00 - 00:44:30:23
Jamey
You kind of found an escape.
00:44:31:01 - 00:44:32:13
Lizzy
Yes. Yeah.
00:44:32:15 - 00:44:36:08
Jamey
And when you did, you move. Would you? You're staying in.
00:44:36:09 - 00:44:56:19
Lizzy
So I stayed in East Texas for, you know, on my grief journey, I, I told myself, okay, you're going to focus on your grief for a year. Like, I knew I didn't want this to ruin my life. And I knew that if I didn't deal with it head on, that it would cause problems later. So.
00:44:56:21 - 00:44:57:20
Jamey
That's a very.
00:44:58:01 - 00:45:00:05
Lizzy
I don't know how I knew that. Sure.
00:45:00:07 - 00:45:05:14
Jamey
To even, like, have the the bandwidth and forethought to.
00:45:05:16 - 00:45:34:01
Lizzy
I don't know how I knew that. I know, I don't know, I like look at myself during that period. I'm like, I don't like I respect that person a lot. Anyway, so I kind of gave myself a year, which, come on, it's not going to one year is not going to do it. But I was I told myself, just follow your heart for a year, which is what most people say, don't do anything for a year, which I also see that too.
00:45:34:01 - 00:45:37:03
Lizzy
But.
00:45:37:05 - 00:45:57:13
Lizzy
I was just. I think following my heart was what was right for me. And so I stayed in our house for several months, probably like 4 or 5 months. And one day I woke up and I you know, I did my grieving there where we lived together. And I woke up and I, I was like, okay, this is I'm done here.
00:45:57:15 - 00:46:28:12
Lizzy
And so I picked up over the weekend and moved all my stuff, moved in with my parents, back to back to Amarillo, which was a life experience, but such a good landing pad. I'm really blessed to have that. Their support through all that, and not just them, but my siblings and my friends as well, that's, I would say, like the number one reason why I'm standing today is that support.
00:46:28:14 - 00:46:51:09
Lizzy
So if anyone knows anyone who's going through something tragic or anything in anything hard, just reaching out and letting them know that you're thinking of them, really carried me through and gave me so much. I have so much like love and faith in humanity. Now, after going through you have a.
00:46:51:09 - 00:46:52:05
Jamey
Lot of support is what.
00:46:52:09 - 00:47:06:23
Lizzy
I did and not everyone gets that. So, it's just something I'm always aware of and I'm sure, I mean, you guys see it every day. I'm sure to. I know, like Melissa. Yeah. Yeah. So move.
00:47:06:23 - 00:47:07:08
Jamey
Back in your.
00:47:07:08 - 00:47:17:15
Lizzy
Parents. Back in when my parents, started doing City Roots, And you said I decided to move to Fort Worth about a year and a half after he passed.
00:47:17:16 - 00:47:19:01
Jamey
Why did you why did you decide that?
00:47:19:05 - 00:47:47:14
Lizzy
For the business. So for me, Fort Worth had always really embraced the brand. And they I had the type of customer that I had in Fort Worth was a type of customer who wanted three pairs, okay? Not just the one pair to, like the token pair of cowboy boots. They. Fort Worth knows how to dress cowboy. And, I loved that about the town.
00:47:47:14 - 00:47:55:09
Lizzy
I thought, I love the size of the city. I love the energy of the city. I love the rodeo. Just it called me. And so that was.
00:47:55:09 - 00:47:56:05
Jamey
Part of that following your.
00:47:56:05 - 00:47:58:13
Lizzy
Heart. Yeah. It was really falling.
00:47:58:13 - 00:47:59:10
Jamey
To that voice.
00:47:59:11 - 00:48:20:02
Lizzy
Listening to that voice. And so I moved here and, opened up a store and the local, those women welcomed me in so graciously and from opening the doors of a physical store, that's where we really started seeing more success as a.
00:48:20:02 - 00:48:21:01
Jamey
Physical store helped.
00:48:21:03 - 00:48:48:22
Lizzy
It did help, a lot. And I think in footwear and people just want to try it on, it also lifted our online sales. So, I think that it what I found was any time I did something that legitimized the business more, we've seen growth. So having an actual address, not just my personal cell phone on the website.
00:48:49:00 - 00:49:06:08
Lizzy
And then the other piece would be the endorsement by publications such as the Wall Street Journal and. That was a really fun time for city boots getting those initial endorsements.
00:49:06:09 - 00:49:09:07
Jamey
And so you're still going through grief.
00:49:09:09 - 00:49:10:15
Lizzy
You're yeah, you're.
00:49:10:15 - 00:49:23:02
Jamey
Scaling with a team moving across the state. You're opening a physical location. Like what what what like I'm assuming there's like some really high highs, some really low lows.
00:49:23:06 - 00:49:24:06
Lizzy
Yeah.
00:49:24:08 - 00:49:32:02
Jamey
Like, how were you dealing with all of that or sort of this following your heart was like, I'm pouring everything into this.
00:49:32:02 - 00:49:40:10
Lizzy
I honestly was really just following my heart a lot of the way and.
00:49:40:12 - 00:49:48:00
Lizzy
You know, I have to kind of step back because.
00:49:48:02 - 00:50:10:08
Lizzy
It's been overwhelming in general on a lot of levels, but in such a good way to, I love what I do. I love getting to work with my team. I love that every new day is a new challenge that keeps me interested. Trying to think of some.
00:50:10:10 - 00:50:13:16
Jamey
And so it kind of became legitimate with a store like this, I think.
00:50:13:16 - 00:50:14:08
Lizzy
Yeah.
00:50:14:09 - 00:50:16:08
Jamey
Kicked it up a notch. Would you say?
00:50:16:10 - 00:50:40:19
Lizzy
Yeah, definitely kicked it up a notch. We then moved into opening up Dallas. We opened up Houston. We recently opened up Austin. That's been physical store, physical stores, a bit business model changed. We saw every with every location. We saw, you know, left. So we we then kind of wanted to see how far we could take that.
00:50:40:21 - 00:50:41:03
Lizzy
And.
00:50:41:03 - 00:50:43:08
Jamey
You still bootstrapping everything? Like, did you bring another.
00:50:43:12 - 00:51:00:23
Lizzy
No, I still own 100% of the brand. And, yeah, still growing within our own means. And that's what I'm comfortable with right now. It gives me a lot of freedom, too.
00:51:01:03 - 00:51:06:11
Jamey
Was there a point where you're like, this is like where you felt successful, where you're like.
00:51:06:13 - 00:51:06:19
Lizzy
This is.
00:51:06:19 - 00:51:10:09
Jamey
A pivotal.
00:51:10:11 - 00:51:14:05
Lizzy
Yeah. I think.
00:51:14:07 - 00:51:28:18
Lizzy
When we hit different sales milestones, annual sales milestones, that's when I feel like, okay, like, this is. Going well. And then when we don't hit them.
00:51:28:20 - 00:51:29:17
Jamey
Yeah.
00:51:29:19 - 00:51:30:05
Lizzy
You know.
00:51:30:10 - 00:51:31:09
Jamey
Can you like, like what can.
00:51:31:09 - 00:51:32:00
Lizzy
We do different.
00:51:32:00 - 00:51:40:15
Jamey
What are some of those like like I'm sure there are points to where it's like you have those moments of doubt of like, why am I doing this? This is so hard.
00:51:40:16 - 00:51:44:19
Lizzy
This is I think that was more in the first few years.
00:51:45:00 - 00:51:47:06
Jamey
In the first few years. Yeah.
00:51:47:08 - 00:51:51:20
Lizzy
00:51:51:22 - 00:52:26:20
Lizzy
I mean, I've made lots of mistakes. Probably the most mistakes I've. But I have made have been on my leadership journey. I always say becoming a boss and leader is, the hardest thing I've done besides, like overcoming, losing my husband. And at times, maybe even harder because you're dealing with other people's lives. But. And you're finding your leadership style.
00:52:26:22 - 00:52:53:14
Lizzy
I'm a very hands off leader. Okay. Which has its benefits. And it's not benefits for my team. But I try to focus on now my focus is on what's the future of the brand. I'm less in the operations of things and more on the forward, like, thinking part of it, which is the part that I love.
00:52:53:15 - 00:52:59:14
Jamey
Yeah. So I'm going to make some assumptions here. I had you take this personality assessment, culture index.
00:52:59:14 - 00:53:00:16
Lizzy
Okay.
00:53:00:18 - 00:53:01:13
Jamey
Which I talk a lot about.
00:53:01:13 - 00:53:02:13
Lizzy
On the, I guess.
00:53:02:14 - 00:53:13:21
Jamey
But, your profile is very social and helpful and patient and nice. Yeah. You have, like, one of the nicest profiles.
00:53:14:02 - 00:53:15:00
Lizzy
Oh, really?
00:53:15:02 - 00:53:28:22
Jamey
You're like, your default is, like, helpful. I'm assuming, like, you go in a room and you're very aware of how everyone else is feeling. Yes. And so my assumption is, look, in your profile, I was like, oh my gosh, I bet it was really hard for her to, like, be mean as a boss.
00:53:28:22 - 00:53:31:06
Lizzy
Yeah, I, I still do. Yeah.
00:53:31:09 - 00:53:38:04
Jamey
Like, is that true? Like, was that, was that a journey going well? Like learning how to hold?
00:53:38:06 - 00:53:45:21
Lizzy
I've had to compartmentalize.
00:53:45:23 - 00:54:13:00
Lizzy
And that's hard for me to do. I like, don't have, like, lines, you know, like, I'm like, in the beginning, it was very much like, hanging out all the time, and, it's just. Blurring the friendship line and when if you want to get to a certain level, you have to separate those things. For me, I have to.
00:54:13:02 - 00:54:33:15
Lizzy
And it's created a much better working environment for everyone. On the team, I think, I'm still very I'm still very young in my leadership journey. I hired my first employee probably four years ago. So, I would not go to me for leadership advice, but.
00:54:33:20 - 00:54:34:18
Jamey
But you thought you've done.
00:54:34:19 - 00:54:43:04
Lizzy
I mean, I've done it, so I've done it, and I'm. And I'm proud of the progress I made. And I still have a long way to go.
00:54:43:05 - 00:54:44:03
Jamey
Yeah.
00:54:44:05 - 00:54:46:05
Lizzy
But I do believe and.
00:54:46:07 - 00:54:48:17
Jamey
We've learned and you're. I mean, you're doing something, right.
00:54:48:18 - 00:55:30:16
Lizzy
Yeah. One thing I'm really working on in my leadership world right now is, challenging my employees. Which is good for them. It's good for everyone. And pushing them to, you know, expand themselves. And that's something that I had bosses do for me. And I am so thankful for that. And that's something I always hope that my employees leave with is some type of personal growth, both in their career skills, personal and,
00:55:30:18 - 00:55:42:03
Lizzy
I give them hard projects that they've never done before, and I trust them to do them. And it doesn't always end up perfect, but they learn something along the way, and then we do better the next time. Yeah, I love that. Yeah.
00:55:42:06 - 00:55:47:12
Jamey
Have you, one of my favorite books about that type of stuff is is Radical Candor?
00:55:47:14 - 00:55:48:21
Lizzy
No, I haven't read it.
00:55:48:21 - 00:55:52:02
Jamey
I, Kim Scott, I think that's who I am.
00:55:52:04 - 00:55:53:19
Lizzy
But I know about the concept.
00:55:53:21 - 00:56:12:01
Jamey
Yeah. It's essentially like we we tend to default to kind of has this cat, this pendulum of ruinous empathy. Which is super nice. Hard time challenging. We want someone to like us or we default to I can't read the other one. It's basically like being a jerk, being like a.
00:56:12:04 - 00:56:13:19
Lizzy
Yeah. No thank you.
00:56:13:21 - 00:56:21:18
Jamey
It's a radical candor. Is this sort of this, you know, how can we love and care about someone? Yeah. Empathize with them but also challenge them directly. And that's this radical.
00:56:21:19 - 00:56:41:14
Lizzy
Yes. And being direct. Yeah. I'm actually I mean, you know, Ashley, she works with me, and she's, been great. We we bounce each other out really well. And she's helped me become more direct, which I needed to as a leader.
00:56:41:15 - 00:56:42:07
Jamey
She's very direct.
00:56:42:07 - 00:56:45:10
Lizzy
She is very direct and proud. And, like, we love that about her.
00:56:45:10 - 00:56:46:05
Jamey
I love that about her.
00:56:46:05 - 00:57:13:14
Lizzy
Yeah. And so we also have very we have like similar like the heart behind what we why we do what we do is similar. And we want good things for the team. And so we're aligned on the end goal and then we, we really bounce each other out. And the, the hard stuff.
00:57:13:15 - 00:57:23:00
Jamey
So having this sort of like yin and yang integrator visionary type of relationships. It's been a, a big, a big part of it, it sounds like.
00:57:23:00 - 00:57:41:11
Lizzy
Yeah I think so. I've learned so much from every, you know, one big thing that we've done in our, company is the risk profile. That has helped me so much with understanding the different working personalities. Do you guys do that?
00:57:41:17 - 00:57:42:11
Jamey
I'm familiar with it.
00:57:42:11 - 00:58:09:12
Lizzy
Yeah. It's awesome. And we we present. It's about time for us to, like, regroup. And I make everyone read out their profile to everyone around. And we all laugh because we're like, oh, yeah, that's you. Yeah. And it's very open. And it it helps. It helps. Because you only know yourself like you could only know yourself until you start asking questions about other people.
00:58:09:14 - 00:58:11:03
Jamey
Yeah. Self-awareness is really important.
00:58:11:03 - 00:58:12:10
Lizzy
And then yes.
00:58:12:11 - 00:58:15:13
Jamey
Having the curiosity to understand how other people.
00:58:15:13 - 00:58:16:13
Lizzy
Yeah.
00:58:16:15 - 00:58:18:14
Jamey
Operate and how it drinks, how do.
00:58:18:14 - 00:58:45:15
Lizzy
I yes. Having the career I think that's really important, having the curiosity to understand how other people operate. That is so important. And being a leader. Yeah. Because like the way I view my job as pushing this company forward, and the only way I can do that is by having great people that work in different ways and keeping everyone on the same path forward.
00:58:45:18 - 00:58:50:18
Lizzy
Yeah. And that's that's a fun challenge. Yeah.
00:58:50:20 - 00:59:05:23
Jamey
Yeah. Easier said than done. Can you talk talk a little bit, talk to me a little bit about creativity, okay. Because a big part of your job, I'm assuming is also forward thinking creativity.
00:59:06:00 - 00:59:06:18
Lizzy
00:59:06:19 - 00:59:18:00
Jamey
And meaning you got to make a product that is like, different and innovative that people want. Beautiful. What is that process look like for you? How do you use change?
00:59:18:02 - 00:59:37:21
Lizzy
In the last year it's changed a lot. I would say I touched on this earlier with, you know, the number of cowboy boots I have in my closet that my original design philosophy was, I'm going to make something that is missing in my life that I could make use of.
00:59:37:23 - 00:59:39:14
Jamey
And designing for.
00:59:39:14 - 01:00:15:07
Lizzy
Yourself. Yes. And that served us well. Well, at this point, I like how many different ways can you reimagine? And, the same thing. And it's like the utility behind a new pair of cowboy boots. For me personally has gone down. And so I am now switching into this creative mindset of what is my customer missing? And that's been an interesting journey for me.
01:00:15:09 - 01:00:42:12
Lizzy
Because just because I just because I always want to make things that I'm going to wear because. What's the point? If you don't believe in it. But challenging even my own style, and evolving my own style. So that's kind of where I am now in the creative journey. Playing with color. I love color.
01:00:42:14 - 01:00:55:12
Lizzy
My mom, what's her heart? She's just. Everything's beige or black and I have had so much fun making that kind of my thing. Although, look at me today. I mean, I'm in all black, but.
01:00:55:14 - 01:00:56:21
Jamey
The color is a big part of y'all's brand.
01:00:57:00 - 01:01:09:16
Lizzy
It is a big part of our brand. And that part is just so fun for me. I love a fun, colorful cowboy and there's so many fun colors out there, so we just keep.
01:01:09:18 - 01:01:15:11
Jamey
But what for on a on a practical kind of discipline level.
01:01:15:11 - 01:01:16:02
Lizzy
01:01:16:04 - 01:01:25:05
Jamey
Are you like in your schedule? Is there like I'm going to sit down and be creative and draw? Or is it like inspiration hits and I shut things down and I go into that.
01:01:25:05 - 01:01:28:07
Lizzy
I have to schedule it, otherwise it my time gets eaten up.
01:01:28:07 - 01:01:30:05
Jamey
I see it's on your on your calendar.
01:01:30:07 - 01:01:35:00
Lizzy
Yeah. I have to schedule it. I'm not I'm not good at scheduling it. Creative time it.
01:01:35:00 - 01:01:37:09
Jamey
Does. You literally put creative time on your calendar. Yeah.
01:01:37:11 - 01:02:00:04
Lizzy
But the only way to really get it is to go out of town. Okay. And I think that's part of being inspired, too. This food I'm wearing, I actually designed sitting by the pool in Rio de Janeiro at the Copacabana Palace on a trip with my girlfriends last January. And I it's so different than anything that we've done.
01:02:00:06 - 01:02:06:00
Lizzy
And I drew it on the iPad right there on the pool last January. Yeah.
01:02:06:01 - 01:02:12:19
Jamey
In that. So, like, there's something to, like creativity. You can't there's an element where you got to show up. Can't catch fish if you don't show up.
01:02:12:19 - 01:02:13:23
Lizzy
That's so true.
01:02:14:01 - 01:02:22:20
Jamey
But the flip side of that is you also can't control inspiration. You can you can stack the odds to make happen by like.
01:02:22:20 - 01:02:23:08
Lizzy
Yes.
01:02:23:09 - 01:02:40:10
Jamey
Traveling seeing things. Yeah I remember like we were making an album in like 2012 and we're like, we're going to show up right every day. And we were doing it in this really ugly, dark, dingy rehearsal space. And it was just got awful. Like the song. It is like when you go to the mountains or the beach, it's like so.
01:02:40:12 - 01:03:14:23
Lizzy
So rounding are such an important part of life in general. Even in my grief, I was constantly called to nature. I did a whole collection, actually, on the Big Bend. We had a big bin collection that was inspired by the desert colors, and that was during my time. I up. Like I call it acute grief because grief never goes away, but my acute grief when I was spending time at Big Bend and,
01:03:15:01 - 01:03:29:21
Lizzy
I do think as a creative. Being and around new surroundings, for me, that's what works. I love being in new places and,
01:03:29:23 - 01:03:32:05
Jamey
So do you make that into your schedule?
01:03:32:05 - 01:04:09:04
Lizzy
I should more, I should more I think creativity too comes and goes. I mean, when you're dealing with things in your personal life or as a leader, it's sometimes hard to motivate creativity. And that's a that's probably that's one of my bigger challenges right now. Is and then as, as we grow, it requires more newness, innovation, innovation, consent, innovation in order to, you know, get to the next level.
01:04:09:04 - 01:04:22:16
Lizzy
And so there will reach a point where I offload some of that details behind the creativity. Up to this day, I just do everything. I design everything by hand.
01:04:22:18 - 01:04:24:16
Jamey
So walk me through like a day in your life.
01:04:24:18 - 01:04:51:08
Lizzy
What am I what. Every day is so different. It's, I don't know how it is for you but every day is so different for me. Let's see. I live over by TCU. I'll, I like I'm not a big I. I need to work out more. I'm, I like to walk, so I'll go on walks. I take, I try to take my meetings on Mondays and Tuesdays.
01:04:51:08 - 01:05:28:20
Lizzy
Stacking meetings. I stack my meetings. And then more like freeform time. Wednesday, Thursday, Friday. I try to get together with, make 1 or 2 in-person connections per week. I have we have our weekly calls, and then I have my exploratory calls that I'm trying to figure out what the next step is. And so I kind of just I take a lot of zoom calls right now.
01:05:28:22 - 01:05:33:16
Lizzy
But I try to keep that to two days because your brain cannot.
01:05:33:18 - 01:05:36:12
Jamey
It's hard to shift into deep work if it's interrupted by.
01:05:36:18 - 01:05:37:03
Lizzy
Right.
01:05:37:08 - 01:05:37:22
Jamey
Meetings.
01:05:37:22 - 01:05:44:22
Lizzy
Right. And I also have to schedule time for my team to make sure they're getting answers from me.
01:05:45:00 - 01:05:48:01
Jamey
And are you going to store as much? Are you going to manufacture as much?
01:05:48:01 - 01:05:56:14
Lizzy
I am more on, manufacturing and marketing side than the, like the store side.
01:05:56:18 - 01:05:58:23
Jamey
So you go in and, like, checking in on production and.
01:05:59:04 - 01:06:03:22
Lizzy
Yeah. Yeah, I'll go. I've been going to Mexico, like, almost like twice a month right now.
01:06:04:03 - 01:06:04:20
Jamey
Are you serious?
01:06:04:20 - 01:06:09:14
Lizzy
Yeah. Wow. Yeah. So. And it just helps like being down there just helps.
01:06:09:14 - 01:06:21:19
Jamey
It does. Making sure it's right. Yeah. Okay. So 1 to 2 observations or guesses or would love to have you expand upon it is one. Have you read Shoot dog.
01:06:21:21 - 01:06:23:22
Lizzy
Yes. So good.
01:06:24:00 - 01:06:25:07
Jamey
The Nike film not so.
01:06:25:07 - 01:06:26:02
Lizzy
Good.
01:06:26:03 - 01:06:30:00
Jamey
Was what like the hardest thing about everything they were doing is like this manufacturer.
01:06:30:04 - 01:06:31:07
Lizzy
01:06:31:09 - 01:06:48:13
Jamey
Coupled with buying inventory is so expensive it requires so much cash. And you take all this money, you order a product. But that product doesn't come in and till x amount of months later. So now your money's gone, you're not making new money.
01:06:48:16 - 01:06:49:08
Lizzy
01:06:49:10 - 01:07:02:08
Jamey
And then it like like what you do is so cash heavy is coming in. It's coming out. You can order stuff and then you order the stuff and it doesn't make you money until you sell it. Like can you walk me through some of those.
01:07:02:08 - 01:07:10:21
Lizzy
Yeah. That's probably that's a big challenge that we deal with. And then as you grow those purchases become bigger. Yeah. So the risk becomes bigger.
01:07:10:23 - 01:07:13:01
Jamey
And then they get delayed.
01:07:13:03 - 01:07:17:17
Lizzy
They get delayed. And now we're in the fashion business. So if you're, you know.
01:07:17:19 - 01:07:18:11
Jamey
You miss rodeo.
01:07:18:11 - 01:07:47:17
Lizzy
Season you miss rodeo season. What are you going to do. And that happens all the time. So and in footwear you're dealing with a lot of sizes. And I know they dealt with this in Shoe Dog. The inventory requirements of being in the shoe business are crazy. And so I had to I recently hired a buyer to help me with that process because I was making all the orders.
01:07:47:17 - 01:07:56:17
Lizzy
I mean, come on, I can't do that. So that has been that has really streamlined the business. She's able her job is to look at what we sold last year.
01:07:56:19 - 01:07:58:13
Jamey
And help make educated guesses, make.
01:07:58:13 - 01:08:16:21
Lizzy
Educated buys, and to do it on time, because that was always a thing, was I was like chasing my tail. Like, let's see, we've got to get this order. And then you get the order in a week late. And then now the boots are laid and and fashion. The timing of launches is super important.
01:08:16:23 - 01:08:18:16
Jamey
And you get to market seasons.
01:08:18:21 - 01:08:21:18
Lizzy
And then we're taking doing photoshoots and.
01:08:22:00 - 01:08:24:04
Jamey
I'm already working on like spring or summer.
01:08:24:04 - 01:08:43:10
Lizzy
Yeah, we've got spring established summer we're finishing up right now. We're behind too. So. Well, my, my hope is that by this time next year I'll have fall 2026 ready to go. So that's kind of what I'm trying to get to that point.
01:08:43:15 - 01:08:44:11
Jamey
Interesting.
01:08:44:13 - 01:08:45:12
Lizzy
It's fun.
01:08:45:14 - 01:08:49:17
Jamey
And then you're are you you're still totally direct to consumer. Are you are you do you wholesale we.
01:08:49:17 - 01:09:10:08
Lizzy
Have some wholesale customers. So yeah, we actually we've been in Love Shack fancy across several of their stores across the nation for the last 4 or 5 years, as well as, Anthropologie just picked us up this fall, which was so cool. I actually, I think.
01:09:10:08 - 01:09:11:11
Jamey
I maybe knew that.
01:09:11:12 - 01:09:13:01
Lizzy
Yeah. So that.
01:09:13:02 - 01:09:13:13
Jamey
Is that done?
01:09:13:13 - 01:09:24:05
Lizzy
Well, yeah. The first buy went well. We'll hopefully they'll, they'll come back, and that's cool. We also, are in Saint Bernard sports.
01:09:24:07 - 01:09:25:05
Jamey
Okay.
01:09:25:07 - 01:09:29:06
Lizzy
This last year. So that's an interesting.
01:09:29:08 - 01:09:31:22
Jamey
Are you are you going to do more of that kind of wholesale? You know.
01:09:31:22 - 01:10:11:07
Lizzy
The wholesale for me, the wholesale is more of an awareness play. There's not a lot of margin in it. We are making a handmade product. So find like sacrificing those production that production for wholesale margin is, a tough decision when our customers need it, too. Yeah, but I do think there's something to having that daily exposure to the retail, like a proper retail experience.
01:10:11:08 - 01:10:12:17
Lizzy
Experience? Yeah.
01:10:12:19 - 01:10:14:12
Jamey
And you can do more stores or.
01:10:14:16 - 01:10:41:05
Lizzy
Right now I'm good. You're good. Yeah. Right now I'm good. I think you had like kind of a critical mass and I think we're there right now. I'd love to. Have right now we're really showroom based, so it's not a it's not a traditional retail experience. And I'd love to get the brand to that, to where we can put a store in a mall or wherever.
01:10:41:05 - 01:10:42:16
Jamey
And kind of. Is that a goal?
01:10:42:18 - 01:10:51:12
Lizzy
Yeah, I'd love to do that. I think that's I see a lot of value in that method.
01:10:51:14 - 01:10:55:07
Jamey
How what has I'm assuming there's now more competition than there was.
01:10:55:12 - 01:10:56:05
Lizzy
Yes.
01:10:56:07 - 01:11:02:09
Jamey
Are you and I also assume now you're kind of on people's crosshairs, like you probably. You probably weren't a threat in the beginning.
01:11:02:11 - 01:11:04:18
Lizzy
Yeah. That is that is an interesting.
01:11:04:21 - 01:11:07:16
Jamey
And now people probably seen your success.
01:11:07:16 - 01:11:08:01
Lizzy
Yeah.
01:11:08:01 - 01:11:10:13
Jamey
That isn't the big ticket you probably get.
01:11:10:17 - 01:11:11:12
Lizzy
Yeah, definitely.
01:11:11:17 - 01:11:12:18
Jamey
What it is.
01:11:12:20 - 01:11:46:08
Lizzy
Yeah. That's been interesting the last couple years. You know when we started there were no there were no companies targeting women in this price point in this niche. And I have had to learn in the last two years that when you start doing something that has success, it's a business principle that others will enter the market. And, you know, we've had there's been great brands that have come on the market that are doing their own thing.
01:11:46:08 - 01:12:09:12
Lizzy
And then we've had others that, feels like mimicking, but it's just part of it. I mean, like, no, the way I view it is I, I really try not to see what other people are doing, and I just, I know that nobody can be as me, as me, just double down on me. And, it's also good for business.
01:12:09:12 - 01:12:31:10
Lizzy
Honestly, I think it used to be this world where you would have one pair of cowboy boots in your closet. That's not the case anymore. I mean, so many customers who have two of my pairs, two of my competitors pairs to have, you know, a non competitor's pairs. And they're building a collection, just like I was doing before I started City Boots.
01:12:31:10 - 01:12:39:02
Lizzy
And they, they want us to be a part of their collection. Yeah. And I think the cowboy.
01:12:39:04 - 01:12:40:23
Jamey
The way you're saying that's okay too.
01:12:40:23 - 01:13:08:03
Lizzy
Yeah, I think it lifts. I think even like the taco like tacos, for example, they're selling like an more entry level price point boot. That's still a good boot. And those customers, when they see how much they love wearing a cowboy boot, they're going to be willing to invest more the next time they go and buy. And we offer just something that's a little more unique, and a little more niche.
01:13:08:03 - 01:13:19:16
Lizzy
And there's room for everyone in that world as long as we keep doing something that's unique to us. And yeah.
01:13:19:18 - 01:13:20:18
Jamey
Innovating and.
01:13:20:20 - 01:13:23:02
Lizzy
Yeah, throwing it.
01:13:23:04 - 01:13:29:21
Jamey
Can you talk a little bit about just your approach to marketing and storytelling and. Yeah, worked, but hasn't worked a huge part. Like, yeah.
01:13:29:21 - 01:13:50:06
Lizzy
I like I want to talk to you about this so bad because I am not a natural marketing person. I'm really learning about this concept of storytelling, and I have some really good people on my team who do understand it. And I just, like, trust them.
01:13:50:08 - 01:13:59:17
Lizzy
I don't I do not view myself as a strong marketing. Leader.
01:13:59:19 - 01:14:00:10
Jamey
You've done something.
01:14:00:10 - 01:14:09:01
Lizzy
Right, but I'm able to learn. And I will say that's something that I think has like, not to just, like, talk about me, but.
01:14:09:04 - 01:14:10:05
Jamey
Well, that's why I'm here.
01:14:10:05 - 01:14:20:10
Lizzy
Yeah, I guess I, I just. I'm willing to dig in and learn and have and talk to experts and read books and.
01:14:20:11 - 01:14:23:20
Jamey
Tell me what what has worked and maybe what hasn't worked.
01:14:23:22 - 01:14:50:05
Lizzy
So it's changed a lot. So when I first started, you know, when we first started doing paid marketing, probably five years ago, meaning ads, ads, digital ads, that was all. So so we did the email marketing, and we started with digital ads that really drove sales. And it filled us to this day. And it's something that I believe in.
01:14:50:07 - 01:14:55:12
Lizzy
But the cost of the ads has.
01:14:55:14 - 01:14:56:12
Jamey
Gone up and.
01:14:56:14 - 01:15:23:14
Lizzy
There's just so much competition now. And we started the cowboy business was so old school. They weren't caught up with this digital marketing trend. And that's why we were able to sneak in and we purely digital marketing for, I mean, still to this day, really, I don't I don't do print. I do consider it, but, so digital marketing works any.
01:15:23:14 - 01:15:27:16
Jamey
Are you spending much on affiliate influencer partnerships?
01:15:27:17 - 01:16:09:15
Lizzy
We are dipping our toe into that. So we have started with this year with, like a kind of a trade program. We're lucky that we have a product that influencers are excited to, to receive. And we gift just hoping they'll share. We don't we don't normally get like a contract or, anything like that. But that's been an interesting, initiative, I think in order to it's a great way to if you have it on a cycle and have it as a part of the machine, to always be bringing new eyes to the brand.
01:16:09:17 - 01:16:34:18
Lizzy
And that's a big part of where we are as a brand right now is how do we get in? How do we get new eyeballs on the brand in a meaningful way that's, worth the effort? Because you're going to work just as hard to gift a pair of boots to. Well, that's probably not a good example, but the effort that it takes to.
01:16:34:20 - 01:17:04:16
Lizzy
Create a campaign. Is the same like the photo shoot, for example. You can do photoshoots at all different levels. We've pretty much stayed the same level of photoshoot this whole time. We're just figuring out how to maximize that exposure. And it has. It's a combination of everything working all together, and we have not figured it out yet, but I'm working on it.
01:17:04:18 - 01:17:07:04
Jamey
And what about your personal brand? Like how how much?
01:17:07:04 - 01:17:09:02
Lizzy
Or that's a new thing for me.
01:17:09:04 - 01:17:10:20
Jamey
Is the face and your story in your.
01:17:10:21 - 01:17:30:04
Lizzy
Yeah. I was always really hesitant to put myself in front. I think that came from a place of wanting, you know, again, to create an asset that had value apart from me. But it's my.
01:17:30:06 - 01:17:57:11
Lizzy
I'm motivated to do what is best for the brand at all times. And I do see being out there and doing things like this, or even just my personal Instagram, has helped the brand a lot. And so that's my job to help the brand, like, become all that it can be. And that's what I'm doing. Yeah, I told you.
01:17:57:11 - 01:18:00:14
Lizzy
I told you that. I was like, I wear my CEO outfit. Yeah, a little black.
01:18:00:15 - 01:18:06:20
Jamey
On black, but but I think that's a big part of it. I, I would argue you are a big part of it. Your face, your story.
01:18:06:22 - 01:18:08:16
Lizzy
Yeah.
01:18:08:18 - 01:18:16:15
Jamey
Who you are, your relation. Like, and a lot of times as founders, you know, like, I don't want it to be about me. That feels so narcissistic.
01:18:16:16 - 01:18:20:07
Lizzy
Yeah. I don't want it to be about me, but I can make it about the brand.
01:18:20:08 - 01:18:34:11
Jamey
Yeah, and your store and what I'm doing and what I'm excited about, what I'm learning. And, you know, I, I, I would argue that's, a piece of your success. And so I would like to urge you to keep doing that.
01:18:34:15 - 01:18:45:00
Lizzy
Okay. Thank you. What else? What else are we doing? Right. And what are we doing wrong? I'm sad. I want to know, but you do. You talk about it later? Well, yeah.
01:18:45:02 - 01:19:04:09
Jamey
We can, we can? Yeah, I can do like. Yeah. I think you're doing a lot right. I think I also think y'all are generous as a company. I feel like y'all are. You're in a lot. In a lot of stuff. I feel like you've double down, Fort Worth, and I know you're in other places. But, yeah, I think it's also fun.
01:19:04:09 - 01:19:12:19
Jamey
I feel like there's a there's a fun and there's an attitude piece of your brand that's interesting and a differentiator from others.
01:19:12:19 - 01:19:30:17
Lizzy
Thank you for saying that, because I always want to be fun. And I think cowboy boots, are fun. You know, obviously they started out as a working thing, but, for us, and the way our customers wear boots, they're wearing their boots when they're going to have fun.
01:19:30:17 - 01:19:32:20
Jamey
Yeah. And you, it's not too high fashion.
01:19:32:20 - 01:19:47:18
Lizzy
Yeah. For for, you know. Yeah, I, I want something that feels authentic and not, Yeah, something that feels authentic and can be dressed up or down to fit within our customers lives.
01:19:47:20 - 01:19:54:07
Jamey
Do you have any fun, like boots stories specifically around, like, I saw someone wearing my boots or someone bought them boots?
01:19:54:09 - 01:20:00:16
Lizzy
Oh, okay. Yes we do. So we did a trunk show in the Hamptons last summer.
01:20:00:20 - 01:20:01:22
Jamey
01:20:02:00 - 01:20:29:14
Lizzy
We've had a lot of, like, celebrities really like our boots. And it's really, really special. Every single time. Excuse me. So when we were in the Hamptons, one of my girls was walking by and had her boots on, and Brooke Shields said to her, like, where did you get your boots? She, like, had to know. And then I had a friend who was at Bemelmans Bar in New York City, and she had her lightning boots on.
01:20:29:16 - 01:20:40:06
Lizzy
And I guess Reese Witherspoon leaned over to her and was like, I have to know where you got those boots. Really? So that was that's fun. When they go out of their way to appreciate it. Yeah. Like, I.
01:20:40:06 - 01:20:41:06
Jamey
Will send you to Paris.
01:20:41:06 - 01:20:42:05
Lizzy
Smith. Yeah.
01:20:42:07 - 01:20:43:01
Jamey
Give me your address.
01:20:43:01 - 01:21:11:18
Lizzy
Yeah. And then, we love, like, there's some, Maggie Maroney is a big one. She wears our boots all the time. She wore a boots on her album cover. That was really cool. Kacey Musgraves recently wore the boots. Emma Roberts. Oh, yeah, that was a big one. Especially because she's not in the country. Space. That was a cool one.
01:21:11:22 - 01:21:12:16
Jamey
That's awesome.
01:21:12:20 - 01:21:32:19
Lizzy
Awesome. There's, like, at this point, there's a lot we we work with stylists and, so we're on their radar now, which is so fun to get the call. Yeah, we send stuff all the time. It's cool. It's a lot of work, but it does give you more exposure and it's worth it.
01:21:32:20 - 01:21:34:02
Jamey
Exposure and authority.
01:21:34:02 - 01:21:41:17
Lizzy
Yeah. And yeah, but I love whenever it doesn't go through the stylist like Brooke Shields or Reese Witherspoon like that's fun.
01:21:41:22 - 01:21:45:03
Jamey
That's awesome. I love it. Can.
01:21:45:03 - 01:21:46:11
Lizzy
You.
01:21:46:13 - 01:22:05:01
Jamey
Can you talk you've talked about it some and I have some observations. Can you talk about like, just what you do to stay grounded to stay healthy? I mean, you've you've been your grief journey. You were talking about just like you've been through a lot. You've shown a lot of resilience. You seem very grounded.
01:22:05:02 - 01:22:05:16
Lizzy
Well thank you.
01:22:05:17 - 01:22:15:17
Jamey
Observationally. What what are like the practices or things that you do or have done or mental states that you cultivate to. Yeah, do that.
01:22:15:19 - 01:22:38:19
Lizzy
It's very it's not. That's a great question. I love that you ask that because a lot of a lot of people don't ask that, but it is something that you have to be so intentional about. Especially when you're busy. And we all are, and I think my faith is a big thing. I really try to prioritize going to my Bible study.
01:22:38:19 - 01:22:58:13
Lizzy
I did a horrible job this fall, but, I'll be back in the spring, no matter what's going on with the brand and my my demands, because it's something that I can do that doesn't have to do with the brand. And even in my personal life, so much the brand takes over my life in a lot of ways.
01:22:58:13 - 01:23:12:12
Lizzy
And so saying connect to my faith is really important to me. I find grounding and being in nature, and.
01:23:12:14 - 01:23:36:14
Lizzy
Connecting with my friends and family. I love a good meal, going to a good dinner with someone and just hearing about their lives and, just being around children too. I love being around like my friends, children and that really grounds me in a weird way. I'm sure. Maybe you probably get that experience with your own children, but.
01:23:36:18 - 01:23:37:23
Jamey
Sometimes it gives me something.
01:23:38:02 - 01:23:51:10
Lizzy
Yeah, yeah. When they're not yours, it's like, oh my God, kids are the best. Yeah. So that's that's what I'm that's where I am right now. Like, I like to read, in and out and. Yeah.
01:23:51:12 - 01:23:52:16
Jamey
One of my observations. Yeah.
01:23:52:16 - 01:23:53:06
Lizzy
Tell me, you.
01:23:53:06 - 01:24:11:20
Jamey
Can tell me if this is true or not. Is I. I think there's power when you name and vocalize things. Like Brené Brown has had an off camera, but the book is basically like the more language you have for emotions and how you feeling and if you can articulate it to them, manage and deal with those. Yes.
01:24:12:02 - 01:24:27:03
Jamey
And you have used a lot of like, this is my grief journey, this is my leadership journey. This is my you're articulating out loud that you're going through something, learning through something, trying something, and also setting a vision for it.
01:24:27:05 - 01:24:28:00
Lizzy
01:24:28:02 - 01:24:30:17
Jamey
I would assume probably is like a superpower of yours because I know.
01:24:30:17 - 01:24:31:05
Lizzy
That's so.
01:24:31:05 - 01:24:33:18
Jamey
Sweet. I don't know if that's true or not or part of like it.
01:24:33:23 - 01:24:42:01
Lizzy
I'm very much a verbal processor and I like to understand I'm in touch with my emotions very.
01:24:42:01 - 01:24:44:14
Jamey
But if you're stuffing grief down.
01:24:44:14 - 01:24:44:23
Lizzy
Which I.
01:24:44:23 - 01:24:58:04
Jamey
Do, and you're not talking about it and naming it, yeah, you know, if you're stuffing struggles down and out, I think there's power in articulating it. And I have heard you just in this conversation, articulate a lot of that in pretty like, eloquent, thoughtful way.
01:24:58:06 - 01:24:59:08
Lizzy
I had a lot of therapy.
01:24:59:12 - 01:25:01:09
Jamey
Okay. Maybe that's a was.
01:25:01:11 - 01:25:14:10
Lizzy
It is if you're going through something that is unexpected and different than your peers, you've got to get some context. And therapy can be a great way to do that.
01:25:14:15 - 01:25:27:15
Jamey
And even so much as you're saying it out loud. So anyway, so that was my observation of you. You seem, you seem good at articulating the thing that you're learning, going through, experiencing.
01:25:27:17 - 01:25:28:07
Lizzy
Oh, well, thank.
01:25:28:07 - 01:25:29:15
Jamey
You that that gives it.
01:25:29:17 - 01:25:29:20
Lizzy
Gives.
01:25:29:20 - 01:25:30:16
Jamey
You some power in.
01:25:30:16 - 01:25:32:12
Lizzy
That. So cool. Thank you.
01:25:32:15 - 01:25:44:00
Jamey
Little observation. Are there any books, resources, podcasts or things that were like really instrumental or pivotal in your career journey?
01:25:44:02 - 01:26:23:06
Lizzy
So yes. I've read I think about like there's a book that every business person knows called Good to Great. I think it's a great way to understand, When you want to build something that's not just good, like the title says it all. And that's always been my goal. And it gives you permission for me. It gave me permission to take steps I wouldn't normally take with my demeanor.
01:26:23:08 - 01:26:38:09
Lizzy
The, the one aspect of that book about putting people in the right seat on the bus is such a big one. And then visualizing the like, is it like a snowball or a hamster wheel that they talk about in that book? Have you read it?
01:26:38:11 - 01:26:40:00
Jamey
Yeah, it's been a while. This is the flywheel.
01:26:40:00 - 01:26:47:03
Lizzy
The flywheel that is in my head every single day. I'm like, what are we doing to create momentum? And.
01:26:47:04 - 01:26:48:11
Jamey
Get it going? And then it keeps going.
01:26:48:11 - 01:27:11:17
Lizzy
Yeah, it makes a lot of sense. I recently read, I don't it's like so I listen to Lauren Bostic podcast. Do you listen? Yeah. They're great. Him and his and her. Him and her. His and her. Yeah. I like listening to them. I just I got started listening to her for like the health, the very health involved.
01:27:11:17 - 01:27:31:08
Lizzy
And I'm like trying to get back into that phase of my life. But she's so she has a lot of books that she recommends. And I bought a lot of her books, and one of them was, I think it's called E-commerce evolved. And I'll send it to you. It's just it's not like a famous book or anything, but it's one that I've.
01:27:31:11 - 01:27:56:01
Lizzy
I opened it up recently and I looked up and three hours later I had like read almost the whole book in one sitting. It was feeding what I needed at the time. Like, that's unusual for me to do that, that focus. And it talks a lot about e-commerce and what that business is like. And I learned a lot.
01:27:56:05 - 01:27:56:19
Lizzy
Yeah, that's cool.
01:27:56:19 - 01:27:58:04
Jamey
And, yeah, be curious what that is.
01:27:58:04 - 01:28:22:19
Lizzy
Yeah. And then I'm reading a book. Tosh. What's her name? The book is called Obsessively Obsessed. Okay. And she started this swimwear line called Monday Swimwear. And she now has, And I learned about her through Lauren. Basically, I think she just talks to interesting people so who have a lot of success. And so then I, I like to go see what they're doing.
01:28:22:19 - 01:28:47:02
Lizzy
And so I'm reading her book. She talks a lot about storytelling and marketing. And she has like a $50 million swimwear line. Crazy. And I'm like, what are you doing? You know, tell me more. I haven't finished through that yet, but it's a storytelling. It's be interesting to see what your thought on that, too. Let's check it out.
01:28:47:03 - 01:28:47:23
Lizzy
I'll send it to you.
01:28:48:01 - 01:29:05:22
Jamey
I love it, I love it, and then, okay, kind of final big question is what advice would you go back and give your younger self? Or if you give any advice to someone who's, you know, this, you younger self, but also like someone who wants to start a clothing footwear?
01:29:05:22 - 01:29:09:14
Lizzy
Yeah, those would be just totally different conversations. Give me.
01:29:09:20 - 01:29:16:13
Jamey
Give me, give me your thoughts on, either of those.
01:29:16:15 - 01:29:40:14
Lizzy
I mean, it's kind of cheesy, but I would my advice to myself would be like, listen to your heart. I don't know why that's hard to do sometimes, but I think anytime I've listened to my heart, I've been really glad I did. Yeah, anytime I haven't, I regretted it. The other the advice that I would give.
01:29:40:16 - 01:30:04:07
Lizzy
Myself is like, continue to take risk. And that's what I would. I would give that advice to other people, be willing to take measured risk. I'm not one of those people who's like, quit your job and go start, you know, something that's not proven. And I, I took a lot of measured risks in my journey, and I think that served me well.
01:30:04:09 - 01:30:20:23
Lizzy
I saved money, I gave myself a years runway. I thought it through really well and invested everything back into the business. So that's not me. My advice is take risk, but make sure it's measured.
01:30:21:04 - 01:30:26:16
Jamey
I love it, those are good. Yeah, that's really good. Favorite pair of boots of all your boots.
01:30:26:16 - 01:30:29:20
Lizzy
Oh, gosh, I like change. Yeah, I like whatever.
01:30:29:20 - 01:30:31:00
Jamey
The newest Buddhist.
01:30:31:02 - 01:30:50:03
Lizzy
Yeah. I love the new boot. We just came out with. But I have to say, I love my original design, which was a red, simple, 15 inch, just good old red cowboy boot. I still it's still in the line today. It was our first boot.
01:30:50:05 - 01:30:52:04
Jamey
So your most worn pair of yours.
01:30:52:04 - 01:31:05:05
Lizzy
I have I've gone through 2 or 3 pairs. Yeah I have like my dressy pair now and my casual pair. Yeah, yeah. The red is called the Georgia red boots are just awesome. I love red.
01:31:05:05 - 01:31:05:23
Jamey
Making a statement.
01:31:05:23 - 01:31:23:15
Lizzy
Yeah, it's like an easy statement. It looks good on blond and brunet, and it's like, easy to pair with a t shirt, not to leave out the redheads. I think redheads can wear the red boots, too. I think I can. Yeah. Yeah, you can wear some red boots. But yeah.
01:31:23:16 - 01:31:33:18
Jamey
And then what legacy. What does that word mean to you when you think about your legacy of all that you're doing? And what do you want it to be?
01:31:33:20 - 01:31:53:16
Lizzy
I'm sorry. I can't, like, stop thinking about did you see the Mike Tyson interview where he got asked that question? Oh, my God, it's honestly horrible. But it did make me laugh. He's like a child is interviewing him and she asked him about legacy. And he was like, I don't believe in anything. And legacy like like he's like, just.
01:31:53:16 - 01:32:19:14
Lizzy
And he goes on and on and on and she's just like, well, thank you for sharing that. Like, you need to look it up. It's it's so funny, but it's also in a way sad because like he's saying, he doesn't believe in this idea of legacy, which. I can understand at some point. But I think if I have any legacy, I want it to be that I was good to people.
01:32:19:16 - 01:32:32:08
Lizzy
And that I said yes to things in life and. That would be those are that's what I would want me not but along the way. Have fun along the way. Yeah.
01:32:32:10 - 01:32:33:17
Jamey
Well, Leslie, thank you so much.
01:32:33:19 - 01:32:38:19
Lizzy
Yeah, I think thanks for unpacking the story and sharing all this. We went way in I love it.
01:32:38:19 - 01:32:40:23
Jamey
We did I loved it. Good stuff. Yeah.
01:32:41:02 - 01:32:45:13
Lizzy
Thank you so much.
01:32:45:15 - 01:33:10:05
Jamey
Congratulations. You made it to the end. Appreciate you listening. If you enjoy what you heard, if you enjoy these episodes, please subscribe and like and share wherever you listen to podcasts. When you do that, it goes a long way and helps us continue to produce great new content. This episode is brought to you by six App Storytelling, where we help businesses grow their brands.
01:33:10:05 - 01:33:18:03
Jamey
So the power of storytelling. If you're an entrepreneur who is interested in learning more about that, please visit sixth App storytelling.com. Today.