Rancher Hat Bar Adds Jewelry to Tap Into Personalization Trend

By Karen Dybis | September 26, 2025

With the western trend still booming in the accessories space, one retailer to watch is Rancher Hat Bar, the Arizona-based brand that’s rapidly growing thanks to the continued interest in charm jewelry and personalization.

Rancher Hat Bar opened in 2023, and now has 10 locations: two in Scottsdale, as well as stores in Nashville; Salt Lake City; Boise; San Diego and Folsom, Calif.; Cherry Creek. Colo.; and Dallas and Waco, Texas.

While its primary product is the custom cowboy hat, founder and CEO Shantelle Girard says its bandana charm necklaces have been a hit.

Why should the jewelry industry take notice? Because Rancher Hat Bar is an example of how a smart idea grows rapidly, how customer service is essential in a physical space, and how easily clients will move into jewelry as a retailer’s offerings continue to grow.

“The bandana necklace was the perfect place to start. It is fun, versatile, and feels true to western style,” Girard tells JCK. “We wanted to give our customers another way to make their Rancher experience even more personal.”

Rancher Hat Bar also has a smart sales philosophy: “Everyone can leave with a hat,” as the saying goes. Its options start at $20, straw hats begins at $35, and its most popular styles range from $50 to $150. That’s super-affordable for Gen Z as well as for their style-conscious parents or grandparents.

Online or in store, customers can build a charm necklace within minutes. The Rancher website includes a how-to video showing how to develop a look with personalized charms. The digital mock-up image allows the customers to add, change, or remove charms as desired. A staff member then creates the necklace and shares it with the customer. Prices start at $75. You also can add charms to your hat with those prices set at $12.

The stores are known for the custom experience, which can be done on a walk-in basis or through one of its parties. Rancher will go off-site or stage in-store events for bachelorettes, birthdays, or corporate get-togethers. Its website brags that Rancher will fly anywhere and can cater to 20 people or as many as 1,500.

Rancher Hat Bar detail — *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.*

And the brand is gaining traction among influencers and celebrities. Its fans include Miranda Lambert, Zach Bryan, Gabby Barrett, Benson Boone, Alex Cooper, and Tatum Beck, as well as the casts of The Secret Lives of Mormon Wives and 90 Day Fiancé.

Girard says western gear always has to include a hat, but jewelry in the form of earrings, rings, or necklaces is a close second. She says the bandana necklace with personalized charms was an easy addition to Rancher’s offerings as it blends “seamlessly into the Rancher experience.

“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. “It is those little touches that make someone’s style feel uniquely theirs.”

Girard says Rancher is always reviewing what additional services and products it can add to the in-store experience. And store count also is likely to continue to increase in 2025 and beyond.

“The response [to the bandana necklaces] has been incredible. People love them, and it is so rewarding to see their style come to life in such a personal way,” Girard says. “Customers can build their bandana charm necklace online from anywhere, but in-store it becomes an experience. You get to see the pieces, try them together, and make it a memory. Offering both lets everyone enjoy Rancher in their own way.”

Top: Rancher Hat Bar added bandana necklaces to its personalization experience in-store and online. (Photos courtesy of Rancher Hat Bar)