Women-Owned Spotlight

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Aly L's Custom Boots & Shoes

Alyssa Lenell-White • Cheyenne, WY

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CHEYENNE SHOE-MAKER REFOCUSES & EXPANDS HOBBY INTO BUSINESS

Alyssa Lenell-White is a born-and-raised Cheyenneite and the owner and artist behind Aly L’s Custom Boots & Shoes’ tailor-made, luxury cowboy boots, shoes, and leather goods.

 

In the wake of the COVID-19 pandemic, Lenell-White found herself refocused on her small business, and an acquaintance pushed her toward the free services of the Wyoming Women’s Business Center (WWBC). “I struggled with confidence and whether my business was worth putting the energy into,” she said. “Having somebody come to me and say ‘This is worth it,’ gave me the confidence to take those steps forward.”

 

Lenell-White worked one-on-one with a business counselor, which she credits as a reminder to stay organized and focused on moving forward.  “[I learned] you’ve gotta put in the work to get the result,” she said. 

 

In addition to receiving business and marketing counseling, Lenell-White partnered with regional creative service providers to capture professional photography and launch a new online shop through the WWBC’s COVID-19 Support Program. The online shop, www.alylscustomboots.com, features a catalog of her handmade goods and details the labor-intensive custom shoe-making design, production, and finishing processes.

 

“When you put your product in front of people, and they know it’s there, they come to you,” Lenell-White said on the changes she’s seen in her business since working with the WWBC. “There’s been a lot of growth. It feels like a real business now and not just a hobby.”