The Cowgirl Art Collective Is More Than a Shop, It's a Movement

Virginia City’s rich Western heritage welcomes the perfect addition to C Street as the Cowgirl Art Collective launches its two-day summer kickoff June 19-20. A place designed for connection and growth, the shop celebrates artists, makers, and community in a space that perfectly complements the town’s historic character and likeminded creative spirit, culture, and style.

After the April-May soft opening period, ingenuity is in full force with interactive events taking place to celebrate the official launch. On June 18-19, master leather artisan Clair Kehrberg is teaching a tooling, stamping, and painting workshop – registration is available on the workshops page of their website.

Then on Friday, June 19, at 6 p.m., the shop is hosting an artist meetup as part of the shop's monthly Cowgirl Maker Meetup series, featuring a beginner-friendly western craft project, food, refreshments, and networking.

On Saturday, June 20, the store opens at 11 a.m. with activities and raffles starting at noon, including live demonstrations in leather tooling, stained glass, beef tallow, and upholstery. ​​The Collective gathers intellectual minds from various regions that possess the essence of a cowgirl spirit.

Bringing these artists together and empowering their craft is Sierra Shores, the owner of Cowgirl Art Collective and The Rusted Roan Design Co., an upholsterer with a decade of experience. After building a successful upholstery business in the small town of Red Bluff, Calif., Shores made a life-changing decision to break away from the constant travel doing workshops and retreats across the country. She and her husband, Cody Rauch, left their property, sold their livestock, and moved to Virginia City to pursue a bigger vision. 

“When you walk in, it almost hits you at the door – take a deep breath, and it's like your body exhales because of the beauty and aesthetics and feeling from all of the artists in the shop,” Shores said. 

The Collective blends roughly half upholstery work with half artist retail space. Many pieces incorporate fine art into everyday items such as apparel, home goods and accessories. Even though the Collective is geared toward female artists, there are a few cowboys’ artwork on display as well. Artist cards throughout the store share each maker’s personal story, turning every item into a deeper connection with Western heritage and the creator behind it.

There are several workshops on the calendar, such as the monthly Cowgirl Maker Meetups designed as casual “girls’ nights.” Groups or solo attendees come to a warm environment to learn and socialize. Shores’ vision extends online through trainings for artists and her “Stitched in Tradition” podcast, which shares stories of Western craftsmanship and heritage. 

Shores is a true pioneer in the Western art world, bridging fine art with functional craftsmanship and empowering makers to build sustainable careers. By placing artists’ work on upholstery and teaching them marketing, licensing, and online business skills, she has created a supportive ecosystem that challenges the “struggling artist” stereotype.

"Somebody might be a great artist, but maybe they're not good at marketing – we're really trying to bridge that gap and help get them out there and seen," Shores explained.

One standout collaboration is with Amanda Wentz. Shores has worked with Wentz for years, commissioning custom art for upholstered pieces, including a notable couch created for Art of the Cowgirl. One of Wentz’s large murals will grace a wall in the shop. Having real cowgirls is a huge part of the Collective. 

“She’s the real deal,” Shores said. “She ranches, ropes, starts colts, and shows cows and horses. She just doesn’t do pretty paintings of horses; she lives the life that we are kind of embodying with the art collective.”

Shores’s approach makes a profound contribution to the community. In a town steeped in Old West history, the Collective serves as a welcoming haven for creative women, locals, and tourists alike. It offers a retail space for makers to gain visibility while giving visitors meaningful, story-rich experiences. Hands-on workshops are central to the mission, preserving traditional skills. 

"It all comes from the ranching culture, and that's been on the verge of being lost for a really long time," she said. "It's not just art that's being lost, but also a way of life. If we don't keep telling these stories, they're just going to go away and be forgotten about."

The broader impact is empowering women to turn their art into thriving businesses while keeping ranching and Western traditions alive. Shores hopes the Collective leaves a legacy of grit, creativity and possibility.

“Women really have the ability to do anything they set their mind to,” Shores said. “Empowering women to a point to realize that they can support themselves and make a really good living with their art.”

Opening the Cowgirl Art Collective was never a solo endeavor. Shores is quick to credit the village that made it possible, starting with the artists themselves, and many new and old friends. Especially her husband, Rauch, burning midnight hours during renovations, while quietly fueling what others might have called a crazy idea. 

The Cowgirl Art Collective is poised to become a lasting cornerstone in Virginia City, fostering connections that extend far beyond its walls. In a town where the echoes of the Old West still ring through the streets, the shop is a living, breathing community where Western traditions are celebrated, artists are truly supported and every handmade piece carries the story of the woman behind it. Shores is quietly rewriting the rules and proving that a small town can be the epicenter of something much larger, a movement rooted in the unshakeable spirit of the cowgirl. 

Stay connected with Sierra and the Cowgirl Art Collective on Facebook and Instagram.