For Shelby Lovelace, the true essence of Western fashion transcends clothing. The message at the core of her boutique brand, The Good Babes, is that true sophistication emerges from an inner beauty that women can then choose to reflect through what they choose to wear. The Good Babes blend stylish Western fashion with a touch of corporate flair, with a vision rooted in the idea that women of all backgrounds can feel stronger and more confident when they look their best.
It’s a message that resonates with Western fashion enthusiasts across America. These are women who might work corporate 9-to-5 jobs but quickly shift gears to tend to their horses or help out around the ranch in the evening. The Good Babes celebrate the modern cowgirl, offering a range of affordable options in an aesthetic she calls “cowgirl chic,” with looks that work “from the office to the arena.”
“The backbone of my reason for starting a boutique was having great quality stuff that makes you feel good at an affordable price,” Lovelace says.
Her foray into fashion deviates from the life she thought she wanted while studying animal science at Texas A&M. Growing up on a cattle ranch, she always had a deep-seated love of fashion, but she sought an animal science degree to pursue horse husbandry. But life doesn’t always turn out the way we expect, and sometimes, that can be a great thing.
After college, Lovelace interned at a horse ranch before quickly deciding it wasn’t for her. So, she moved into the corporate world while she built a side business painting furniture for extra cash. However, Lovelace’s roots in the Western lifestyle never faded, and her furniture-painting venture would form the basis for the company that became The Good Babes.
The brand’s aesthetic aims to mix stylish Western fashion with a bit of a corporate feel, cultivating outfits a gal can wear with heels or boots. It represents an homage to Lovelace’s unconventional journey, offering high-quality, affordable clothing that empowers women to embrace their unique style. Her curated selection of attire caters to the woman who might have to be professional for her job throughout the day but who chips her nails and wears out her jeans training horses the moment she’s off the clock. You’ll find traces of the West in every piece of attire, with patterned linen blouses and a collection of belts that offer a twist on the classic belt buckle.
“Our main goal is to keep the class in the Western industry,” she says, an ethos that culminates in sophisticated looks that won’t break the bank. Few items cost over $100, and The Good Babes website features a tab for items under $40 with dozens of tops, skirts and accessories to carefully craft a look for any occasion. The company sources inventory from vendors throughout the US, and Lovelace suggests it can be a push-and-pull. But ultimately, she’ll barter and do whatever else it takes to ensure she can sell quality goods at reasonable prices.
Her idea to bring reasonably priced Western wear to women across America continues to take off. But more so, the brand’s overall essence resonates with the modern cowgirl.
The Good Babes is named so because it reflects Western values such as kindness, family and faith. A company puts these ideas into action, creating a brand that doesn’t just sell clothing but represents an entire way of life.
For example, Lovelace donates a portion of company proceeds to animal shelters, an initiative that harkens back to her lifelong love of animals. The company is also committed to supporting and empowering women by donating any clothes it can’t sell to local charities. For example, clothes that get a small amount of makeup on them during photo shoots can’t be sold to customers, so The Good Babes will donate them to battered women’s shelters and organizations that provide support for foster children.
“The thing that I always say is ‘Look good, feel good, do good,'” she says.
Lovelace believes that choosing flattering and sophisticated outfits can make a person feel more confident and collected. This can inspire positive interactions, be it a friendly chat with a stranger at the grocery store or feeling more energized to help a friend in need.
“You can always help people out. And you may not even know you’re helping them out, but you are because you’re trying to spread positivity and being kind,” she says.
The company’s social media channels often share quotes that inspire women, offering support and encouragement for people who might just be scrolling through Instagram looking for a pick-me-up after a hard day. A recent post reminds you to “be picky with your clothes, friends and time,” which is excellent advice for the busy modern woman.
But ultimately, it all comes back to the idea that when a person feels good in whatever they’ve chosen to wear, it also allows them to spread that positive energy to others.
“No matter what size you are, no matter what color your eyes are, no matter what color your hair is, no matter what color your skin is — anything of that nature — if you feel good in what you’re in, you can walk into the room like God sent you there to take on whatever it is, and you can just keep moving forward,” Lovelace says.
Learn more about The Good Babes by visiting the company website at www.thegoodbabes.com and following on Instagram at @thegoodbabesco.
