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Honor and integrity, staying true to your faith, your family, and yourself… it’s the Western way of life. Jennifer Smith founded herself on these values to become the successful businesswoman she is today.
From a young age, Jennifer was taught to work hard. She grew up in the Texas Panhandle with supportive parents who taught her that she could do anything she set her mind to. Fast-forward to the present, and Jennifer’s drive for success is matched by that of her husband, 12-time Wrangler NFR qualifier and World Champion tie-down roper, Stran Smith.
After her year serving as Miss Rodeo America, Jennifer went on to have a 14-year career with ESPN and ESPN2 commentating rodeo and horse racing. After many years of consulting for several large brands in the industry as Western influencers, the couple molded their vision for STS Ranchwear, “a lifestyle brand that would withstand the life of a cowboy.”
Now, Jennifer finds herself designing handbags, among many other things. “Designing the handbag line is only a portion of my responsibility with STS. We all have a very active role in designing the outerwear, tees, and caps, and in marketing.”
Yet, the path to her career has not always been an easy one. As a designer, Jennifer didn’t feel like she had the right credentials, but she relied on her faith. “God had prepared me for this career in ways I could never have. He blessed me with a lifetime in the Western industry and a supportive tribe that encourages me to trust my artistic eye and ability.”
As for her advice for success, Jennifer says, “Hard work surpasses natural talent eventually, but talent combined with hard work? That’s unstoppable. As I have entered the next chapter of my life at STS Ranch, I believe the same philosophies have made us successful.”