Today we’d like to introduce you to Jaylin Ramer.
Hi Jaylin, so excited to have you with us today. What can you tell us about your story?
In 2011, I was a real estate broker in New York City, striding through Manhattan in cowboy boots—my signature look, blending comfort and style. That same year, I reconnected with an old boyfriend who was reopening his Soho store, sparking my leap into retail. For nine years, I ran a successful boot shop in NYC, but when the 2020 pandemic hit, I found myself drawn to Nashville. I visited in March 2020, amidst a tornado and the early days of COVID, and was captivated by the city’s music, grit, and genuine community spirit.
By June, I was knocking on doors in Nashville’s buzzing 12 South neighborhood. Walking past Frothy Monkey and Urban Grub, I felt the pulse of the area and knew it was the spot for my next venture. A vacant storefront at 2905 12th Ave South became my new home, secured after a serendipitous encounter with the landlord. With a mask on and a dream in my heart, I signed a five-year lease and moved 2,000 cowboy boots from NYC to Nashville—solo, in the hardest two weeks of my life.
On July 1, 2020, Planet Cowboy was born. Unlike my NYC store, this was my own brand, built from scratch with a focus on handmade, high-quality boots. My 12 South neighbors welcomed me with open arms, bringing meals and support as I built out the shop during a global crisis. The first couple of years were bumpy, but I leaned into my entrepreneurial spirit, learning to design and manufacture my own line of boots. I took risks—partnering with Boot Barn, for instance—but realized my heart lay in crafting boutique, handmade products, not mass production.
Today, Planet Cowboy is a thriving Nashville-born brand, known for its boots, 100% wool hats, leather belts, buckles, and bolos. Our Hatbar experience, one of the first in Nashville, has become a cornerstone of our business, driving over 50% of revenue through private and corporate events. Our boots are now carried in boutiques across the country, and we’re scouting a second Nashville location. Cowboy boots started this journey—they’re my love and the soul of Planet Cowboy. Nashville’s community and creative energy have made this city the perfect place to grow my dream, and I still pinch myself that I get to call it home.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Being an entrepreneur is a wild, rewarding ride, but it’s never a smooth road. Every day, I’m turning lemons into lemonade. Here are my three biggest challenges:
First, building the Planet Cowboy brand from the ground up. Designing and manufacturing handmade boots is a complex process—130 steps, to be exact. I’ve worked with multiple factories in Leon, Mexico, and El Paso, traveling there every other month to ensure the design and fit meet my high standards. Perfecting that quality is an ongoing, meticulous challenge.
Second, managing employees and scaling the business. I pour my heart into embodying the ethos of Planet Cowboy, and training my team to do the same is critical. My goal is to create a customer experience that surprises and delights beyond expectations, which requires hands-on effort to instill that vision in every team member.
Finally, avoiding burnout. Entrepreneurs wear countless hats, and Nashville’s fast-paced, vibrant scene—while inspiring—can be overwhelming. Balancing the demands of a growing business with rest and self-care is essential to keep my passion and energy steady.
Can you tell our readers more about what you do and what you think sets you apart from others?
At Planet Cowboy, my boutique on 12 South, I specialize in authentic, handmade Western wear that delivers a full Nashville experience. We’re known for our high-quality cowboy boots, featuring vintage-inspired inlays, and our trending Hatbar experiences, where customers craft custom 100% wool hats for private and corporate events. We are also know for our branded open crown beaver hats. Beyond boots and hats, we offer an eclectic mix of leather belts, buckles, bolos, and jewelry, alongside my curated collection of vintage Western jackets and belt buckles that reflect my personal passion as a collector.
What sets Planet Cowboy apart is our unique blend of authenticity and creativity. While other stores may carry national brands, none match our carefully curated, handcrafted Western products infused with Nashville’s vibrant spirit. I’ve also woven my love for pin-up culture into the brand, with designs like our surfer girl with a jetpack, bull-riding girl, and Rocky girl featured on Twilly scarves, T-shirts, posters, postcards, and soon, buckles and socks.
I’m most proud of the Planet Cowboy logo and brand. The name alone sparks curiosity and invites people to experience a piece of Nashville’s soul. It’s a symbol of my journey—building a vision that’s bold, authentic, and uniquely tied to this city’s creative energy.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
I’m currently reading Anne Hiatt’s book, Bet On Ourself. I do spend a lot of time getting inspired by other entrepreneurs or people that support entrepreneurs. I’m also taking Tony Robbins business Mastery class. I’m constantly working on ways to improve myself personally and an entrepreneur.
Pricing:
- Planet Cowboy hats start at $269
- Planet Cowboy boots start at $389
- Planet Cowboy bamboo Pin-up t-shirts $59
- Western Embroidery shirts %159
- Western Belts $169
Contact Info:
- Website: https://planetcowboy.com
- Instagram: https://www.instagram.com/planetcowboy/
- Facebook: https://www.facebook.com/planetcowboyllc
- LinkedIn: https://www.linkedin.com/in/jaylin-ramer-b6447921/
- Twitter: https://x.com/planetcowboy_
- Youtube: https://www.youtube.com/@PlanetCowboy/videos
- Yelp: https://www.yelp.com/biz/planet-cowboy-nashville-2
- Other: https://www.google.com/maps/place/Planet+Cowboy/@36.1211895,-86.795085,16z/
