Turquoise, serape patterns, graphic T-shirts, cow print and cowgirl boots are things that come to mind when thinking about today’s western fashion. 

The industry has taken over social media specifically TikTok, an app that helped launch Morgan Phillips’ new boutique The Backroad Babe.

“I grew up on a 10-acre horse farm and my parents were really into the western lifestyle, so I was around the western lifestyle, even if I wasn’t into it when I was younger,” Phillips said. 

Returning home from college, she discovered a new love for the western fashion she grew up around and wanted to bring it to the community around her. 

She is no stranger to starting her own business, having begun another boutique while she was in college. Using her previously established business, she changed the name and opened The Backroad Babe in November 2020. 

Since then, The Backroad Babe has taken off, establishing a following base of more than 20,000 followers on Instagram. Phillips’ personal TikTok also helped in launching The Backroad Babe. 

Some of her videos have received more than 100,000 views and drawing in customers from all over. 

But the Backroad Babe would not be complete without the help of her family. Phillips’ mom creates the custom headbands and helps her pack orders and prepare them for shipping. 

Her dad helps by taking orders to the post office and shipping them to customers. 

“It’s just been a really good thing to bring my family closer,” Phillips said. 

As the boutique continues to grow, Phillips aims to bring her customers more of what they want from The Backroad Babe. 

“It’s really important to me to learn the analytics behind product planning, so I actually brought on a team to help me with that. I’m really excited because I think that is going to be a huge area of growth for the business,” Phillips said. 

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