Today we’d like to introduce you to Jennifer Tiede.
Hi Jennifer, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My husband and I have always shared an entrepreneurial spirit, and our love for Lawson runs deep. When the opportunity came to purchase the boutique from its previous owner, we knew right away that we wanted to keep a small store here in town—one that brings our community the cutest fashion trends at prices everyone can enjoy. What started as a dream to preserve something special in Lawson has grown into a passion for serving our neighbors with style and heart.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Owning the boutique for the past year and three months has been such a rewarding experience, and overall, the journey has been pretty smooth. The biggest challenge we’ve faced is keeping up with rising costs while still bringing in the styles our community loves at prices that remain affordable. With so many price increases everywhere, affordability has definitely been the toughest hurdle—but it’s one we’re committed to overcoming. At the end of the day, making fashion accessible for our Lawson community will always be at the heart of what we do.
Appreciate you sharing that. What else should we know about what you do?
At Rustik Charm, we specialize in bringing the latest fashion trends to our small-town community—styles that are fun, versatile, and, most importantly, affordable. I’m proud that our boutique has become a place where women of all ages can discover something that makes them feel confident and stylish without breaking the bank.
What truly sets us apart is the heart behind what we do. We’re not just a store—we’re part of Lawson. Every piece is chosen with our community in mind, and we take pride in creating a welcoming space where shopping feels personal and enjoyable.
Interestingly, owning the boutique is actually a passion project for me. My full-time career is as Chief Operating Officer for an agricultural technology company called Ranchbot, so the boutique really serves as a creative outlet and hobby that I love pouring into. I am incredibly fortunate to have an amazing team behind me at Rustik Charm—they are the ones who keep things running day to day, ensure our customers have a great experience, and help find the perfect styles for our shoppers.
Above all, I’m most proud of being able to combine my entrepreneurial spirit with my love for our community, and to provide Lawson with a place where fashion feels accessible, fun, and meaningful.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
The one who deserves the most credit is without a doubt Debbie. She is truly the face of Rustik Charm. Our customers absolutely adore her—she’s the one who takes the time to style them, listen to their needs, and make them feel special every time they walk through the door. Her passion for the boutique shines through in everything she does, and she has been my rock throughout this journey.
Beyond Debbie, my family has been my greatest support system. My husband, kids, and parents are the ones who keep me grounded and encouraged every step of the way. This really is a family-run operation—you’ll even see my mom at the store, and she’s always there behind the scenes whenever I need an extra hand. Having their support has made all the difference in making Rustik Charm what it is today.
Contact Info:
- Website: https://rustikcharm.com
- Facebook: rustikcharmboutique
