The number of women-owned businesses are growing in the United States, with 39.1% (14 million) of all businesses being owned by women. In rural America, however, the number is much lower. Currently, women only own about 22% of small, rural businesses.
Women in Cortez, however, are doing their part to change that.
Many of the businesses on Main Street and in the vicinity of Main are owned by women. These businesses include Love on a Hanger, The Beauty Bar by Em, Merriweather Home + Market, The Station Boutique and Patina Trails Mercantile.
Love on a Hanger, which is one of the longest-standing small businesses on Main Street, was started by Tiffani Randall in 2011. Randall, who started the business at 22 years old, shared she hoped to fill a gap in the market.
Through she had no prior retail experience and never had much of a passion for fashion, Randall relied on research and determination to launch her business. She shared that she was inspired to be an entrepreneur after watching her parents run successful ventures of their own.
“It's funny because I was never into fashion, but I really enjoy the business. But more than that, I love helping women find that little sparkle and smile as they walk out with a piece that makes them feel amazing,” Randall told The Journal.
After running her business for nearly 15 years, she noted that owning a business in her hometown and being able to give back has been a meaningful part of this adventure.
“I enjoy having a business in Cortez because this is home. I never ventured far away from home and enjoy being near my family and the community that I was raised in. I also enjoy being able to give back to local organizations and causes that are near and dear to me,” Randall said. “There have been lots of surprises along the way, but I think that is part of being a business owner as everyday can be different and a surprise on its own.”
Randall also shared her thoughts on the number of women-owned businesses in Cortez, noting that small businesses, whether owned by men or women, are vital to a community.
“There are many women-owned businesses, and I think that there could be many reasons for that. I know that all of us have strong family ties to the area and want to be a part of the community in a larger way. Also, owning a business can give you some flexibility that can allow you to work around or with your family,” Randall said. “I think it is so important to have local businesses that have deep ties to the community. Not only do we know almost everyone that walks through our doors, but we can offer services that other businesses cannot because we know our customers, their families and children and we can understand their needs better this way, … Small local businesses are truly the lifeblood of our community.”
Emily Baumgartner owns Beauty Bar by Em, which is a beauty salon on Main Street. Baumgartner has been working in the hair industry for nearly 17 years and is a Cortez native. She became her own boss six years ago, founding The Loft in a rented space with a nail technician and stylist.
Over the years, the salon grew, with two more stylists and an esthetician joining the team. In June 2024, after outgrowing the rented space, Baumgartner rebranded The Loft to Beauty Bar by Em.
“Last year I realized it was time to buy my own space. We had started to grow out of the current salon, and I’m not one to put a limit on my dreams,” Baumgartner said. “So, June of 2024, I bought my building on Main Street, rebranded, added another member and The Beauty Bar by Em was born. Seeing my name on a building was wild. I can’t explain the pride and awe that brings me. When I started doing hair I was in a tiny, tiny room by myself. Hustled everyday, made sacrifices and poured blood, sweat and tears into my dream.”
Now, the business is thriving, and seven women work alongside Baumgartner. She shared that the amount of love the community has shown for her business is something that has surprised her as she has continued to grow on this journey.
“I am born and raised in Cortez, and it’s all about community for me. Our community is one of the best. I love being on Main and a part of so many things. Fundraisers, benefits, parades, you name it, we want to be there and involved,” she said. “The thing that surprises the most is the amount of support Cortez has shown for my business. It truly warms my heart.”
She added that women in Cortez owning small businesses shows younger women that they are capable of accomplishing their dreams too.
“Honestly, there are so many women-owned businesses because Cortez continues to empower women. Whether it be raising young women here or giving space for outside women to flourish,” Baumgartner said.
“We are fierce, there’s no doubt about that, which is so important because we are showing young women that no matter what their dreams are, they can achieve them. That hard work and sacrifice does pay off in the end,” she said.
“I’m so proud of my business. I love that it can provide a place where women, men and children can feel safe. It’s a place that we can go through hard times and share tears with our clients but also be their biggest cheerleaders in their victories. Our goal is not only to give confidence with every client that walks out, but to help them know they always have someone in their corner.”
A Cortez staple, but one that is new to Main Street, is Merriweather Home + Market, owned by Erin Hanson. This shop is a hub for local artisans, small farms and community shoppers, and is open on Main Street as of Friday. The grand opening will take place on Friday, Aug. 8 with Patina Trails Mercantile from 10 a.m. to 7 p.m.
Hanson was inspired to start this business after running farmers market stalls for five years. She wanted to find a permanent space where she could expand her business and showcase the work of local artists and producers year-round.
Hanson said she values the personal connections she builds with customers in Cortez.
“My favorite part of having a business in Cortez is getting to know the people who walk through my doors. There’s something really special about building those relationships and being able to support others through what I offer in the shop,” Hanson said. “I especially love when someone comes in looking for a gift, and together we find the perfect item – that moment of connection is so meaningful. And over time, getting to watch families grow, seeing familiar faces return with new stories or new little ones – it makes the whole experience feel personal and rooted in something bigger than just business.”
She added that the supportive atmosphere in Cortez has been a pleasant surprise.
“What surprises me most about having a business in Cortez is just how deeply supportive and encouraging this community is,” Hanson said. “I’m constantly amazed, and incredibly appreciative, of the way both the city and the people here show up for local businesses. There’s a real sense that folks in Cortez want to see you succeed. Whether it’s through kind words, loyal customers, or behind-the-scenes support from the city, the commitment to helping businesses thrive here is genuine. It’s one of those unexpected blessings that makes owning a business in this town feel not just possible, but truly meaningful.”
The move to Main Street was driven by both “practical and personal reasons,” including a decline in summer revenue during the summer. Hanson also shared that she feels inspired by the legacy of business owners on Main Street and hopes to contribute to the town’s history.
“I grew up in Cortez, and the idea of following in the footsteps of so many incredible business owners who’ve made Main Street what it is … that legacy really inspires me. Being a part of that story now feels both full-circle and full of possibility,” Hanson said.
“I think there are so many women-owned businesses in Cortez because this community really fosters a spirit of independence and creativity. There’s a strong sense of support here, people want to see each other succeed, and that gives women the confidence to step out and pursue their passions. I also think women in Cortez are incredibly resourceful and community-minded, which makes them natural entrepreneurs.
“Whether it’s starting something from scratch or growing a small idea into something bigger, this town creates space for that kind of growth, and the women here are absolutely rising to the occasion,” she said.
The Station Boutique has become a beloved boutique located just off Main Street. The western and boho-style boutique, owned by Kara Linch and her husband Jeremy, was inspired after a December 2021 trip to Texas.
After seeing these Texas boutiques, Linch said she knew there was potential for a western, boho boutique in Cortez. Soon after, Kara and Jeremy purchased a historical building on North Maple Street and transformed it into the store.
“It was immediately put on my heart, ‘We can do this in Cortez, we just need to find a cool, old building.’ I knew just the one too, if it was available,” Linch said. “We jumped in head first, bought the property, and the rest is history.”
Linch shared that she cherishes the connections formed with customers, from seeing The Station’s clothing worn around town, helping shoppers create outfits that boost their confidence and hearing people’s stories and getting to know them on a deeper level.
“The best part has been the new relationships and friendships we’ve made with our customers. I’ve joked because sometimes I feel like I'm a bartender at bar instead of a boutique,” Linch said. “Customers ‘belly-up’ to the counter and share so much with us. I think people know we are a ‘safe space’ and I love that. We’ve literally cried, prayed and have laughed with you. I'm thankful you all feel comfortable to share like you do.”
Linch said seeing how self-critical many women can be about the flaws they see in themselves has made her determined to help customers recognize their beauty and build confidence.
“After talking to women in our store, I've learned how hard women are on themselves,” Linch shared. “They see and focus on what they perceive as flaws. They are so beautiful, and I wish they had more confidence and could look past what they see as imperfections.”
Linch also encouraged residents to shop locally rather than online.
“I just want to encourage everyone to buy and support local. Small businesses support the youth and organizations throughout the community, and we hope to be able to continue to do that with your support,” Linch said. “I think there are so many woman-owned businesses here because we all have found niches that we felt Cortez or Montezuma County needed. We are all very different in what we offer but it seems to work.”
The Journal was not able to reach Patina Trails Mercantile in time for this story.
