Vogt Silversmiths cultivates quality products that honor the age-old art of silversmithing and the Western lifestyle.
For over 50 years, Vogt Silversmiths, a Western buckle and accessories brand, has been cultivating quality products that honor the age-old art of silversmithing and the Western lifestyle. We talked with the brand’s leader, Chet Vogt, about how the company has hand-crafted both, beautiful, wearable pieces, and an image of longevity, all while keeping with the current market.
Tell us about your brand/store style – what does style mean to you?
Style is an interesting topic. To me, style is synonymous with branding – how do you want your operation to be perceived by the public? Twenty or 30 years ago, Vogt had an image of hard-core Western. Because we have seen a change in buying patterns, we now style to a more upbeat customer, careful not to exclude our traditional base. Our lifestyle customer is becoming more important to us all of the time.
Do you feel buyer confidence has returned? What factors influence your answer?
We are witnessing a strong rebound in all categories of product. There is a strong demand at this time. The economy continues to grow. For many suppliers, demand is exceeding supply.
Has the company’s digital strategy evolved over the last year? What worked well?
Retail is evolving rapidly to a digital world, especially since COVID has kept many people close to home. There is, however, always the need for personal service at retail locations for people who need that service.
Are you planning to set up at trade show events this year? If so, which ones?
It is always good to get out and visit with the people who use your products. For this reason, we have a presence at National Finals Rodeo, Dallas Safari Club and Safari Club International.
What advice would you give to Western businesses in the current market?
Larger retailers, like box stores, dominate price and selection of a great many brand names. It is important for smaller retail outlets to find quality products that may not be available at these larger stores. Go to markets and find these special products. They will not come to you.
Build in the middle. Stay light on the fringe areas. Replenish as you sell. Your best items sell first.
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Photography: (All images) courtesy Chet Vogt