Trends can determine the hot item either in the show ring or on the clothing rack. In the early 2000s, the trend was big and bling jewelry being worn by all the women at the showring. Hannah Imgrund decided to create her own jewelry that would match the style, but not the price tag.
“Everything is on a trend cycle,” Imgrund said.
Three and half years later, Imgrund has branched out from jewelry to clothing, shoes and Western accessories. In getting started with retail, Imgrund credits a friend who had a boutique in Texas, who was selling her business. Imgrund’s friend offered a price for a series of T-shirts and introduced her to the T-shirt’s brand, Crazy J Clothing.
Today, Imgrund focuses on appealing to the younger and older shoppers who attend livestock shows on the East Coast. She also tries to have conservative options for shoppers looking for the picture-perfect show day attire.
Every weekend from March to June, her traveling boutique has been to over 15 different shows from Virginia to New York. Imgrund manages Showgirl Style while working for her father’s business, Imgrund Farms. “I love working with my customers,” she said.
She operates the fashion store out of her parents’ basement, but within five years, she plans to have her own brick and mortar store, Imgrund said.
Shoppers are gravitating to leopard patterns, simple jewelry like leather feather earrings, and the neon colors of pink, coral and turquoise. “They are versatile in any season,” she said. Throughout the seasons, the most popular item Imgrund sells are the Twisted X moccasins.
She offers options for men shoppers, too. Short-and long-sleeve Western shirts that are brightly colored or have patterns are popular sellers. The shirts appeal to sales representatives, Imgrund said. A common pairing seen in men’s fashion is Stetson dark-washed jeans with a colorful Western shirt and Twisted X moccasins, she said.
On Nov. 30, Imgrund is having an open house for Showgirl Show Style at 221 Beagle Road in Lewisburg, Pennsylvania, and will have various sales for the holidays.