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'We Were Selling the Hats Off Our Heads': How This Nashville Entrepreneur Built a Must-Have Brand Alex Samuels, owner of Rustler Hat Co., breaks down the strategy and tech that turned her business into a Nashville destination.
"My heart told me that this is what I was supposed to be doing, and there was no turning back."
Alex Samuels is the owner of Rustler Hat Co., in Nashville, Tennessee, a cowboy hat shop with what she calls "a bad girl-ish" vibe. "When you walk in the front door, you're going to feel something," she says.
Within a few months of operation, Rustler had a problem small business owners dream of having: they couldn't keep their hats in stock. "We were literally selling the hats off our heads," she says.
Samuels credits the shop's success to the vibe of the brand and the personalities of her team. "They are the secret sauce," she says. Another big key to customers embracing of the store is Square. "It's very comfortable to use for our staff as well as our customers." Square allows Samuels and the team to keep track of sales and inventory, which has been pivotal to the company's growth. "We lean on this platform and we don't need to think twice about it," Samuel says. "All we do is grab the iPad and go."
That freedom and peace of mind allows Samuels to stay focused on her main mission: "We want to make sure that every touchpoint for every customer is something we can feel prideful about."
