Owning and operating a boot company was a natural move for Lizzy Bentley. The Amarillo native has created a luxury, heirloom-quality cowboy boot company for women by women. Leading with craftsmanship, CITY Boots has become a go-to brand for many Fort Worthians.
By Rachael Lindley
Photography by Crystal Wise
Finding The Right Fit
Bentley was raised in a family where cowboy boots were a rite of passage. She recalls a special memory of her grandfather taking her to buy her first pair of boots.
“Cowboy boots were always part of our family culture,” Bentley says.
While Bentley was studying at Southern Methodist University in Dallas, she continued to wear boots as the cornerstone of her style. Other women began inquiring where they could find boots like that. Bentley favored vintage styles that were admittedly hard to find — and, more often than not, are worn out. Most boots available in stores were functional but lacked the fashionable edge she sought.
Thus began the idea for CITY Boots. Bentley always knew she wanted to run her own business, but it wasn’t until she started getting questions from other women about where to buy cowboy boots that the idea for her business began to take shape.
“I thought it would be in the oil and gas industry, but the creative side of me needed an outlet,” she says.
While working a job in finance, she started developing CITY Boots as a side hustle, blending her entrepreneurial spirit with her love for western fashion.
The Leap into Full-Time Entrepreneurship
After working in finance for two years, Bentley took a leap of faith and decided to make the jump into full-time entrepreneurism with CITY Boots at 24. She had already sold a handful of boots, but the transition to this new venture was a daunting one. Despite only having a few sales, she felt that the timing was right.
“The first few years were challenging, but I realized that’s what business is,” she says.
Bentley credits her success to her creativity but also to a key shift in her mindset: “I changed my perspective early on that the challenges were the fun part. You learn to expect them, and it makes the wins that much sweeter,” she says. “You have to be ready for the challenges that come with business, but if you keep learning, stay flexible and surround yourself with a strong team, anything is possible.”
Growth Mindset
As CITY Boots grew, Bentley faced a number of challenges.
“Becoming a leader at such a young age was tough,” she says. “I take it seriously. I feel responsible for the people who work for me.”
At 29, she hired her first employee — a pivotal moment as a business owner. Bentley takes pride in her ability to nurture young talent.
Another challenge for Bentley was maintaining the high level of customer service she was able to offer when she was solo. As the business grew, so did the need to streamline operations, all while keeping customer satisfaction at the forefront.
“You have to learn how to scale and not lose the personal touch,” she says.
CITY Boots launched the 24/7 boot in the fall of 2024. Pictured here are the metallic blue.
Celebrating A Milestone
Over the past ten years, CITY Boots has grown from a small side hustle to a brand with a strong loyal following. With 18 employees and three locations in Houston, Austin and Fort Worth, the brand continues to maintain the boutique, showroom-style atmosphere that made it so popular in the first place.
“It’s crazy to think about what we’ve accomplished. I had a boss once tell me, ‘Less will happen in two years than you think, and more will happen in ten years than you think.’ I can confirm that’s true,” she laughs.
Bentley is most proud of the sense of community she has built with her brand. She emphasized how much she values the people who work with her and the strong relationships she has forged with her customers.
“I love seeing how our boots are a part of someone’s personal style,” she says. “It’s so fulfilling to see our designs become a part of people’s everyday lives.”
Fashion Meets Function
CITY Boots’ success can also be attributed to its thoughtful approach to design. Bentley’s goal was to create cowboy boots that not only paid homage to the traditional craft but were also fashion-forward and functional for today’s women.
“I didn’t want to make a boot just for fashion. I wanted something that was authentically constructed but could be worn with anything,” Bentley says.
She takes inspiration from both western and contemporary fashion, creating boots that can seamlessly transition from a ranch setting to a city street.
“We wanted something that was approachable for people who were intimidated by the idea of wearing cowboy boots,” she says.
CITY Boots has continually evolved, offering a variety of styles and colors that cater to different tastes. The brand’s 24/7 boot line, for example, was created with wide-leg pants in mind, taking into account the trends in fashion.
The Future of City Boots
CITY Boots will be expanding its product offerings with new styles and designs, including an upcoming school spirit collection.
For Mother’s Day, the brand will launch a collaboration with her sister’s scarf company, “Sister the Brand,” adding another layer to the growing CITY Boots empire.
“It’s about listening to our customers, staying true to our vision, and never forgetting where we started.”