Cowgirls and Fairies Boutique offers a whimsical, western experience

Entrepreneur and musician April White opens her boutique with a mix of rugged chic and whimsy.

Citing that Williams is a “cute little town where everyone has your back,” musician and entrepreneur April White opened up on her highly curated new business venture, Cowgirls & Fairies.

Located downtown, Cowgirls & Fairies is an eclectic women’s boutique that White describes as whimsical and experiential, bringing big-city shopping to a small town. “I will be offering a creative combination of rugged feminine boho chic, desert cowgirl dresses, western designer accessories, hats, shoes and boots, belts, handbags, jewelry, accessories ‘leather goods, framed artwork and inspiring soaps.’

Designer juice-soda hybrids and hard-to-obtain Leaves of Leisure tea will also be included in his inventory.

Inspired by Draw Tool vocalist and lyricist Maynard James Keenan, the immersive store will embody White’s ethereal pop music project, “Violet and the Sun.”

“My music will play throughout the store, adding an otherworldly backdrop to my shop,” she said. “Keenan opened a store called Puscifer in Jerome. His gift shop and hair salon reflect Keenan’s musical style. With Cowboys & Fairies, I saw an opportunity to create a store that would embody my musical sensibilities in a similar way.

The Cowgirls & Fairies store will feature a MoMA PS1-esque art installation on the roof of its store. “It’s called ‘Beyond the Veil’ and conjures up images of a magical celestial cloud at sunset.”

“I’m super excited about Cowgirls & Fairies,” said Jennifer Roberds, co-owner of Muley Forge, a Williams boutique that sells metal and wood art, jewelry and furniture. “This store is going to add a unique shopping experience to the big stores already in town. April adds a different angle to our local fashion that will be enjoyed by locals and tourists alike. The coolest experience is that while you’re shopping, you can hear April’s beautiful music – and you can take it home.

White worked as a journalist in his hometown of Des Moines, Iowa, before moving to New York to pursue a career in public relations. During this 10 year period, she and a friend started a band and moved to Los Angeles and soon after to northern Arizona.

“We decided the band would have an easier time breaking into a smaller market here,” she said. “It’s a crazy market in LA and everyone is looking for an audience.”

Aaron Day, a longtime friend and key member of Violet and the Sun, stepped in to collaborate with White in his business. “April and I met in New York and transitioned to Los Angeles and then here in northern Arizona,” said Day, an administrative and recreation assistant for the Parks and Recreation Department of the town of Sedona. “I love her shop. The textures, the patterns all speak to her concepts. She comes up with ideas and I help flesh them out.

Cowgirls & Fairies isn’t White’s first entrepreneurial venture. Three years ago she founded a successful national strategic communications agency, Trust Relations. “We now have over 30 team members and we work with clients around the world,” White said.

She says she’s always been the kind of person who wants to create the things she wished were already there. “I created the music I wish I could have listened to, the PR firm I wish I had worked at, and now the store I would love to shop at if I was visiting Williams – or as a resident. . I hope Cowgirls & Fairies captures the imagination of tourists and locals alike, and adds some color and vibrancy to the already captivating and picture-perfect vignette that is downtown Williams.

“This shop will be a great addition to Route 66,” said Tifni Sutton, owner of Rehab and Relax Massage Therapy. “Having a little something for everyone, from tourists to locals. April worked a lot on this chic creation and knowing her artistic side, I’m sure she will shine!

Drawing inspiration from local talent, White also plans to source works by artists from northern Arizona.

Hiking with her three dogs, playing puzzle games on the Xbox, and writing and performing her music top White’s list for fun outside of work. NBF

By V. Ronnie Tierney, FBN

Cowgirls & Fairies is located at 106A N. 4th St., Williams. For more information, visit or contact White at [email protected]

Watch for more from April White and her new Williams boutique in an upcoming edition of Zonie Living: Business, Adventure and Leadership, available on by Dave Pratt

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