The western trend isn’t fading—it’s exploding. And one retailer turning cowboy culture into jewelry buzz is Rancher Hat Bar, a California-based brand that’s grown from a pop-up trailer in 2023 to 10 stores across the U.S. in just two years.
With locations in Scottsdale, Nashville, Salt Lake City, Boise, San Diego, Folsom, Cherry Creek, Dallas, and Waco, Rancher has become a phenomenon. While custom cowboy hats remain its signature, it’s the bandana charm necklaces that are stealing the spotlight.
Founder and CEO Shantelle Girard says the pivot into jewelry was a natural evolution: “The bandana necklace was the perfect place to start. It is fun, versatile, and feels true to western style. We wanted to give our customers another way to make their Rancher experience even more personal.”
Rancher Hat Bar has quickly expanded in the past two years from a singular pop-up trailer experience to 10 stores with plans for more.
The brand’s secret sauce? Accessibility. Its motto—“Everyone can leave with a hat”—is backed up by pricing that starts at $20, with most popular hat styles between $50 and $150. Bandana necklaces start at $75, while add-on charms are just $12. Affordable enough for Gen Z, aspirational enough for parents and grandparents, and Instagrammable enough for everyone.
The custom experience is what drives growth. Online, shoppers can use a digital mock-up tool to design their necklace within minutes, while staff assemble it in-store. Walk-ins are welcome, but Rancher has also leaned into events—hosting bachelorette parties, birthdays, and even corporate gatherings for up to 1,500 people.
Customers can select from dozens of charms to add to their hat or to a bandana necklace at Rancher Hat Bar in-store or online.
Influencers and celebrities have taken notice. Fans include Miranda Lambert, Zach Bryan, Gabby Barrett, Benson Boone, Alex Cooper, and Tatum Beck, alongside TV casts from The Secret Lives of Mormon Wives and 90 Day Fiancé.
Girard notes that while hats will always define western style, jewelry is the natural second step. “At Rancher, it has always been about creating something one of a kind. Jewelry lets people take that even further by adding something personal and meaningful,” she says.
With demand showing no signs of slowing, Rancher Hat Bar plans to expand further in 2025 and beyond. And as the line between fashion accessories and jewelry continues to blur, Rancher is proving that personalization isn’t just a trend—it’s the future.
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