For the past 2.5 years, Kristen Loveless, her mother and her daughter have been behind the boutique that sells clothing, authentic turquoise jewelry, western-inspired accessories and home decor.
The background
The business started by selling permanent jewelry and was a side hustle for Loveless, who was a teacher. She said the official start came at Keller Summer Nights in 2023.
She said they went to several markets that summer, sometimes doing well, other times not selling a single item. Loveless said they got a booth at Fort Worth Stock Show & Rodeo in early 2024, which changed everything.
She said they started adding different jewelry to complement the permanent jewelry while adding western hats and clothing.
Southern Soul & Co. sells a variety of jewelry at the boutique in Keller.Cody Thorn/Community Impact
More opportunities came with the San Antonio Rodeo and then the National Finals Rodeo in Las Vegas.
“We just grew and grew and we just continued to do big markets,” Loveless said. “Then we found this place in Keller.”
Southern Soul & Co. is located in a new building in Old Town Keller, next door to the newly opened Mexican restaurant and bar Luna Loco.
The details
Loveless said the store plans to carry unique products for all ages, from teenagers to adults. She said everything in the store, from decor to the products, is a reflection of the trio.
“We try to come up with just really unique stuff that you're not going to find anywhere else,” Loveless said. “It just has grown and seeing that people love our products is definitely giving us the motivation to continue doing what we're doing.”
The business grew so much that Loveless resigned after teaching for 10 years.
What else?
The store held its official grand opening on Sept. 12.
Southern Soul & Co. held an official grand opening on Sept. 12 in Keller. Cody Thorn/Community Impact
Loveless said customers were lining up at 9:45 a.m., 45 minutes before the store opened for the day.
“I would say the highlight of our journey was this past Saturday, seeing the excitement on people's faces when they saw all the new products we have,” Loveless said. “Or if they hadn't been to the store yet and they came in and saw what we created.”
She said they will still do markets, like GrapeFest, but will focus on the online store and brick-and-mortar location. However, Loveless said Southern Soul & Co. will still be at rodeos and stock shows.
