Discover how three young cowgirl entrepreneurs embody courage and creativity, crafting unique products inspired by the Wild West. Learn how their bold spirits are shaping the industry for the better.
In the Western industry, hundreds of boutiques, shops, and vendors celebrate the cowboy way of life with their creations. From jewelry and clothing to tack and decorations, these hardworking artisans offer a wide range of products. Anyone who has attended a Western trade show knows how stunning and unique these items can be. Whether setting up at weekend shows, operating storefronts, running online stores, or doing a combination of the three, these individuals play a crucial role in not only the economy of the Western industry but also in preserving its culture and character.
Like any other skill, learning to develop these products takes significant time and training. Often, crafters spend years honing their abilities. This article highlights three young artisans who are sharpening their skills while already creating high-quality products that contribute to the future of the Western lifestyle.
Emma Unruh and The Buffalo Bling
Emma Unruh is the 17-year-old owner of The Buffalo Bling, a business specializing in custom pearl snap rodeo shirts. Based in California, she began making shirts in November 2023 when she created her first button-up as an assignment for her advanced sewing class at her local community college.
“A few weeks later, I decided to try making a few more rodeo shirts, except this time I wanted to use some flashy fabric instead of plain cotton,” Emma said. “Later, I posted on Facebook the two shirts that I made, and within 24 hours, I had over 10 people wanting to buy a shirt.”
Since then, The Buffalo Bling has grown in popularity, especially among barrel racers. Emma has crafted more than 350 custom shirts, with some even featured in Barrel Horse News on notable jockeys. In 2024, 48 barrel racers who qualified for the Junior World Finals wore Buffalo Bling shirts.
Emma has been riding for eight years and competes as both a barrel racer and breakaway roper. She enjoys working with futurity horses and hopes to join a college rodeo team. Her future plans include pursuing a business marketing degree in 2026 and expanding The Buffalo Bling by hiring staff, growing her social media presence, and introducing her shirts to the international market. One of her biggest goals is to dress a contestant for the National Finals Rodeo in Las Vegas.
When asked what advice she would give to young people looking to start a business, Emma emphasized the importance of a “go-getter” mentality while acknowledging personal limits. “Set your goals high, but be realistic about what can be accomplished,” she said.
Emma has big plans for The Buffalo Bling, and her business can be found on Instagram, Facebook, and TikTok.
Natalie Ludwig and Dazzle ‘n Dirt Designs
Natalie Ludwig, a 15-year-old from Texas, owns Dazzle ‘n Dirt Designs, a business that sells custom crystal horse tack, crystal apparel such as helmets, and Western leather jewelry.
“I started my business in July 2024,” Ludwig said. “I wanted a bling piece of tack for a rodeo but couldn’t afford it, so I decided to make my own. I really enjoyed making it, so I decided to start a business where I could share with others what I love doing and bring them high-quality, affordable tack that always looks stunning!”
Ludwig’s tack sets typically feature 15,000 to 20,000 crystals, and it takes her three to four weeks to make them. When crafting a tack set, her days are mostly spent carefully placing crystals. She occasionally incorporates metal bedazzled conchos and fringe into her intricate designs.
Ludwig has been riding horses since she was 7 years old. She began as an English rider before transitioning to Western riding. By saving money for years, she bought herself a horse to learn barrel racing, making her first barrel run in December 2023.
She plans to attend college to pursue a degree in either business or veterinary technology and says she will most likely continue operating her company in the foreseeable future. She loves owning a small business, and her chief goal is for her products to be loved by the entire equestrian community, both English and Western.
Her advice for aspiring entrepreneurs: “It’s not going to be easy, but if you really want to make it happen, stop dreaming and actually do it! Success is a decision, not a dream!” Ludwig also recommends accepting help from others in the industry and learning from successful individuals. Dazzle ‘n Dirt Designs has its own website and can also be found on Facebook and Instagram.
Miley Martin and The Punchy Palomino
Miley Martin, an East Texas native, owns The Punchy Palomino. At 14 years old, she says she founded her business in 2023 but began pursuing it more seriously in the summer of 2024. She specializes in silver and gold Western jewelry but also offers other items, such as tail bags and tack charms. Martin handmakes most of her products but also provides some wholesale items. Her jewelry often features iconic Western imagery, including cacti, buffaloes, cattle tags, and playing cards.
Martin grew up around horses and cattle, and last year, she began barrel racing at rodeos. She aspires to open her own storefront in the future and hopes to pursue modeling as well. Her college plans include majoring in equine science.
Her goal for her business is to expand and reach as many people as possible. “I want to provide products that stand out and pull every outfit together!” she said.
Martin’s advice for aspiring entrepreneurs is simple: “Just go for it! I faced so much doubt because I was 13 starting a business, but I’ve grown so much since then and have no regrets. If starting a business is something you want to do, do it! Beat the odds!”
The Punchy Palomino has an Instagram account, a TikTok account, and a Facebook group.
Young entrepreneurs like Martin remind us that so much of life is about finding the courage to act. Taking risks and putting ourselves out there can be difficult, but ultimately, it’s often what it takes to succeed. With every item crafted, Martin continues to showcase the Western spirit and the bravery required to bring a dream to life.
As Martin and other entrepreneurs like her keep offering a piece of the Wild West one product at a time, they are undoubtedly shaping the industry for the better.
To read more Behind the Business articles click here . To stay up to date on equine industry happenings visit the American Horse Publication's website by clicking here . To visit US Equestrian for news regarding competitive riders click here.
