For more than three decades, Jeff and Lynnette Boone have built Cowpokes Work & Western into a name synonymous with tradition, resilience, and the enduring spirit of the American heartland. What started as a vision scribbled on a napkin has evolved into a thriving, multi-location retail business rooted deeply in faith, family, and hard work. At the core of their brand is a phrase that speaks volumes: The American Lifestyle. In this Q&A, the Boones share the story behind that mission, the growth of Cowpokes since 1993, and what it truly means to build a legacy with purpose, both in business and community.
Q: On the homepage of your website, the words “The American Lifestyle” can you explain what those words mean to you and the business you’ve built with Cowpokes?
A: Jeff and Lynnette Boone, owners of Cowpokes Work & Western, have always believed in the core ideals of the American culture: hard work, family, God, and country. To them, the phrase “The American Lifestyle” embodies the rural livelihood we all hold dear, and the store carries the exact clothing, brands, and styles that represent that lifestyle.
Q: What has the growth process looked like since launching Cowpokes in 1993?
A: With the original concept written out on a napkin over dinner with friends, the store came to life in a small storefront in Anderson, IN. After a few years of ups and downs, they eventually purchased a former furniture store on 53rd Street in Anderson, where the store still lives today.
Jeff has always been a pioneer of marketing tactics, investing early in billboards on I-69 as well as SEO (search engine optimization) long before it looked like it does now. They launched an e-commerce website early, experiencing slow growth but embracing the technology as a pioneer. Most notably, Cowpokes saw the opportunity attached to taking their store on the road to the National FFA Convention and the North American International Livestock Exposition during the early holiday shopping season each year. Now, they boast the largest retail footprints in each of those trade shows annually, with over 20,000 square feet of shopping space in each instance.
Most recently, in 2022, the Cloverdale location opened after discussions with the owners of C Bar C Expo Center, and the Boones found the right recipe for a long-standing partnership.
Q: What does it mean to Jeff and Lynnette that Cowpokes has stayed family-owned and operated?
A: To them, it is the American Lifestyle to have family be a huge part of everyday life. Not only do they own and operate Cowpokes Work & Western, but they are also owners of a multi-generational auction company in Markleville, IN. Their family works together, travels together, and strategizes together. They work diligently to ensure all of their employees feel like family, too.
Q: How has Cowpokes influenced the local community?
A: Cowpokes is an incredibly generous brand, supporting hundreds of causes annually. Whether it’s a local nonprofit or a national event, Cowpokes gives thousands of dollars annually in awards, gift cards, and donations to many organizations throughout the US.
Q: A lot has changed in 32 years. What has it been like growing the company through changes in technology and the retail industry?
A: Although there were ups and downs throughout the course of the business’s growth, nothing compared to what we faced in 2020 during the pandemic. It made us stronger as a brand, as strategists, and most certainly as a family. Not only did we adapt to find a way to still provide retail shopping opportunities on the road and at home, but we saw our business grow out of that period of time in new ways because of our commitment to flexibility. We continue to evolve with better technology, better customer experience, and better relationships with our brands than ever before. We are incredibly proud of who Cowpokes has become in the last ten years.
Q: What is a piece of advice that can be shared with other aspiring family businesses wanting to build a legacy of their own, like Cowpokes?
A: There is a confidence that comes from being steadfastly committed to your dream and your customer. When you choose to build lasting relationships with those who invest in your brand, you not only demonstrate a unique sincerity but also develop a decision-making metric that guides your investments and partnerships for years to come.
Q: What is something that our readers might not know about having a business in the retail/western fashion industry?
A: There is a very wide spectrum of Western fashion in today’s world. It has become “trendy” to have a western flair, which causes us to have to be a little bit of everything to everybody. While it challenges us from a marketing and messaging standpoint, it is also something that allows us to diversify and withstand the ebbs and flows of an ever-changing marketplace. We choose to embrace this as a way to create a unique store that offers a shopping experience that all can enjoy.
Closing Thoughts
We encourage you to take a road trip to the Midwest and stop in to see us in one of our two locations in Anderson (northeast central Indiana), Cloverdale (southwest central Indiana) or shop with us online at CowpokesOnline.com. Follow us on social media (Facebook, Instagram, TikTok) or come see us on the road. We would love to meet you.
Thank you to Krista Stillwell for collaborating on this feature, and all photo credit to Morgan Hauger, with Simplicity Creative and photo shoot designed by Creative Director, Liza Macy.
