An Interview With Founder of Fringe Scarves

“There are VERY few gifts, one can buy under $100, that will almost certainly turn into an heirloom. Fringe Scarves are just that gift.”

For small business Saturday, we thought it’d be fun to share this interview with Jodi Weishaar Hendrickson, a cowgirl who grew up on a cattle and horse ranch in western South Dakota and founder of Fringe Scarves.

Fringe, often called the “Hermes of the west”, brought a fresh look to silk scarves - THE original fashion accessory. Jodi’s designs accurately depict the ranching and rodeo lifestyle that are found in most of her “Western Couture” designs.

EXTRAS: Read this story for hidden gems like a unique “How-To-Tie” tip, fashion inspiration for Christmas, and a special SMALL BUSINESS SATURDAY discount exclusively for our fans! or...

Click here to listen to Jodi's interview on "Leaders of the West".

How did Fringe Scarves get started?

I grew up on a ranch in western South Dakota before making my way to Texas where I started my professional career. Ranching and rodeo were in my blood. I started my career as the early marketing director for Equibrand. Then I went to Western Horseman magazine for several years where I eventually became Publisher of Western Lifestyle Retailer - a magazine about fashion and the retail business.

Working in different roles taught me how to navigate the business world. Western Lifestyle gave me the opportunity to use my skills at creative styling and working with fashion at a level few get the chance.

I started Fringe on a tiny desk in my closet. It took me a while to design the first series and learn the manufacturing process. I did pop-ups and used social media to get exposure. I would design in the morning, fulfill at night and market in between. Growing up on a ranch, you get used to hard work and grit I guess.

Why did you choose silk scarves?

During fashion shoots, I used silk scarves to dress up outfits and complete a look we wanted. They were so great for pulling different items together, almost like a bridge. They also worked for outdoorsy or casual settings all the way to ultra swanky, night-on-the-town sets.

When I decided to start my own business, one of the first ideas I thought of were wild rags. Wild rags or silk scarves, have been a fashion staple in western culture since the beginning. But, I felt like there was so much more that could be done with color and style. It was also a way I could express my appreciation for the strong ranching women that have influenced my life - like my mom Connie

Plus, There are VERY few gifts, one can buy under $100, that will almost certainly turn into an heirloom. There are so many women I know with a vintage scarf collection that were handed down. An avid collector of all things vintage western, I wanted Fringe Scarves to be that type of gift.

How do you come up with your designs?

I wanted to go beyond the paisley and solid. The famous Hermes scarves were adorned with buggy whips, fox hunters and equestrian images. Our style comes from our own western roots like snaffle bits, conchos, cactus, wide open spaces and the Quarter Horse.

Sometimes I have a design in my head, but often I play around until I hit on something that looks good. The hardest part is, you want them to look great as a hold up or layed ou flat, but they have to work well after being tied on as well… and that’s just not as easy as it sounds. I mainly want them to tell a story and be fun!

Fringe Scarves works with some well-known artists. How did that start?

Oh yes! They are amazing! I love art and so I reached out to some of the artists I admired like Jon Flaming, Dolan Geiman, Kevin Chupik and Donna Howell Sickles to name a few. And, lucky me, they were willing to do collaborations. They are some of my favorite designs and our fans love them too. We have a hard time keeping them in stock. People know they are going to be collectibles.

You started Fringe on a tiny desk, where are you now?

Ha! I didn’t move far. Just down toward my barn where we’ve installed a building for the shipping warehouse, and one for my work studio and now planning on a third. One thing I like to avoid is a commute! Lol! Today, you can find Fringe Scarves in hundreds of boutiques and western stores, both in the USA and several countries.

A couple of years ago, we were contacted by Kendra Scott’s team to do a collaboration for her new Yellow Rose brand. Also a passion project for Kendra and her ranching roots. We do several collaborations with companies, music bands and organizations. It’s been fun!

We have over 400 scarf designs and growing. I’m really excited that we recently expanded into twillies, robes, scarf slides, hangers and home decor, such as amazing shower curtains for the western home.

Oooh. I don’t know if I have a favorite. But one we get asked about the most is the buckaroo knot. We get so many requests for ties that we have a brand new “How-To-Tie” book that shows this tie and many others. The book is now available on our website fringescarves.com

Or you can go to our website and check out the How-To-Tie section.

“I love having a small business, so to celebrate and give everyone the chance to get started on Christmas gifts, I want to offer 25% off everything on our site this holiday season. (excludes scarf slides).

Just go to fringescarves.com and use CODE: SMALLBIZ25

Thank you for letting us share our story!