Ruidoso retailer opens new Farmington store

Rustic Diva's specializes in "fun, funky and different" clothing, boots and accessories for women, according to its owner

James Fenton
Rustic Diva's sales associate Amanda Twyman, right, helps a customer on Monday at the  shop in Farmington.
  • Rustic Diva's opened a Farmington location last week at 2340 E. 20th St.
  • Owner Brittany Cox opened the first Rustic Diva's five years ago in Ruidoso.
  • The store sells dresses, tops, tanks and jeans, along with bags, purses, jewelry, scarves and belts.

FARMINGTON — Brittany Cox wants to bring color and style to the city.

Five years ago, Cox, who spent years working in the mortgage industry, launched a women's clothing boutique called Rustic Diva's in midtown Ruidoso, a three-hour drive from the Texas border.

Last week, she expanded her store's reach by opening a second location in Farmington, across from the post office on East 20th Street.

"I wanted to bring something back to Farmington. I love Farmington," said Cox, who grew up here. "My faith (in God) is what has pushed me, that's for sure. And that's what has kept my shop (in Ruidoso) going, too. Friends and family and the community have been amazing. I know that without a doubt."

She said her path to business ownership was inspired by a dream.

"I had a dream, honestly, and dreamed the name. I literally had a dream," she said. "I had a picture (in my head) of (my) hanging a sign that said 'Rustic Diva's.' I had always wanted to open a clothing store, so I woke up one day and thought, 'I'm going to do that.'"

Brittany Cox, the owner of Rustic Diva's, poses for a portrait on Monday at her new store in Farmington. Cox, who grew up in Farmington, opened her first Rustic Diva's shop in Ruidoso five years ago.

Cox described her boutique's offerings as "fun, funky and different."  The store's interior reflects her flare for style and is geared toward putting shoppers at ease with a "homey atmosphere," she said.

The 2,500-square-foot store has racks of dresses, tops, tanks and jeans, along with accessories like bags, purses, jewelry, scarves and belts, many of them in wide varieties of colors and patterns.

In a corner of the store, beside the store's mascot — a flamingo named Enrique adorned with a feather boa and turquoise earrings that stands by a purple velvet couch — is a wall of cowgirl boots in a wide array of colorful styles.

Cox also offers items to wear over the boots she sells. Called Boot Rugs, the colorful accessories can be tied around the boot to add color and style and are the latest in cowgirl chic, she said.

Cox's store, which is adorned with no fewer than 17 multi-colored chandeliers hanging from the ceiling with one in each dressing room, has no shortage of bling.

"It's shabby chic, funky. Definitely funky," she said, laughing. "That gypsy style. That's for sure my style — gypsy. Anything with color and anything with that fun and funky look. I do love bling. I like anything that sparkles."

Customer Phyllis Kitseallyboy tries on a dress on Monday at the new Rustic Diva's shop in Farmington.

Cox said that even though the store's name and look will undoubtedly draw shoppers gunning for a pair of cowgirl boots with fringe and a western hat, her boutique, which has a website with an online store, offers a wider variety.

"I think people sometimes think it's all western when they see the sign, but it's not," she said. "It's a mix. Obviously, I love my boots, but there's something for everyone. If you want to go to a rodeo or concert, we have a dress you can pair up with boots and jeans, but if you also have a business function, I feel like we have that array, too."

Cox said her boutique constantly changes its selection to keep the variety fresh.

"We're constantly changing our clothes out," she said. "The thing is, I don't want everyone walking down the street wearing the same thing. Once a dress sells out, then we try to change it up. That way, a woman who bought that dress or top will know she's got something not everyone else has. I try not to repeat the styles. That's the point of a boutique — to constantly change things."

Customer Ilea Thompson, left, tries on boots with help from sales associate Amanda Twyman on Monday at the new Rustic Diva's shop in Farmington.

Ilea Thompson drove by last week with her mom, saw the sparkly sign out front and decided to stop in.

Thompson was looking for a dress to wear to her upcoming graduation from Kirtland Central High on Saturday and found one, a coral-colored dress she said was perfect for the occasion.

"I really like the dress. It's simple, but it has enough on the dress. It's not a simple, everyday dress you can get anywhere else," Thompson said.

Thompson — who plans to study mass communications at Dixie State University in St. George, Utah, in the fall — came back on Monday to try on a pair of Corral brand cognac turquoise cowgirl boots.

Customers like Thompson underscore Cox's store's appeal, she said.

"No matter what, a woman likes to feel good in what she's wearing," she said. "Whether the economy's down or up, whether she's going to a cook-off or a business meeting, she wants to feel confident in what she's wearing. I want someone to come in here and buy that dress and feel good about it and have it be in her (price) range."

James Fenton is the business editor of The Daily Times. He can be reached at 505-564-4621.

Customers on Monday shop at Rustic Diva's in Farmington.

More info

What: Rustic Diva's boutique

Where: 2340 E. 20th St. in Farmington

Hours: 10 a.m. to 6 p.m. Monday through Saturday

More info: Call 505-436-2761 or go to