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For nearly five decades, the Double J Western Store has supplied the region and beyond with boots, hats, clothing and more.
It all started in 1976 with two brothers, John and Joe.
“That’s where the ‘Double J’ name came from,” said Brenda Hodge, who owns the store. “It started as a traveling store attending state fairs and horse-related events around the country, with a seasonal storefront during the holidays.”
Hodge began working for the brothers in 1990 at their booth at the Big E.
“I immediately fell in love and felt right at home with the western/cowboy culture,” said Hodge. “I grew up in Westfield, but I always joke that I must have been a cowboy in a past life! I worked for the brothers for 21 years until they retired in 2011. That’s when I purchased the business from them.”
Hodge said while she is the owner, Becca Winkler — her middle daughter — really keeps things running.
“She’s the store manager, but she has many titles and wears many hats,” Hodge said. “She’s not just on the sales floor with me and working with customers; she does most of the behind-the-scenes stuff as well. The not-so-fun but very necessary things like bookkeeping, inventory management, advertising, and merchandise ordering.”
Hodge’s sister Jill Taylor works seasonally as well. Hodge said her sister is “a real asset to our team and a wealth of knowledge about our Navajo and Zuni jewelry.” While Hodge praised her daughter and sister, Winkler couldn’t say enough about her mother.
“She really knows her stuff,” Winkler said. “She’s a true boot-fitting professional. She understands the anatomy of a boot and how it’s supposed to work with your foot. There are so many factors to getting a perfect fit, but a perfect fit is so important.”
She continued, “We always encourage customers to try on a lot of different styles and brands. They all fit a little different. Not every boot works for every foot. If you’ve had a foot injury or issue, that can affect how a boot fits. We will work with you to find the right boot. That’s something you really can’t get from ordering boots online.”
Double J Western Store has been on Riverdale Street in West Springfield for over 30 years in various locations. Since Hodge took ownership 14 years ago, the store has been at 1472 Riverdale St.
“We no longer do the Big E,” she noted. “It just got to be too much, so we put all of our focus on the store only now. Our family is very passionate about this business. Not only
have I been working here for 35 years, but Becca has worked here off and on over the years in some capacity as well.
“As a teenager, she would come and help work the Big E. She was always available to work at the store when needed. Over the last 15 years, she has photographed and designed almost all of our ads and commercials — she was always around and willing to help.”
Winkler joined Double J Western full-time in 2018.
“I love being able to work with my daughter,” Hodge said. “I have three girls and we are all very close. Being able to work with one of them is really special. My two grandchildren, Jesse and Carleigh-Ann, love to come help out on weekends as well. They like to help wipe mirrors, break down boxes and dust the boot racks.”
Hodge said Taylor works at the store from May through October. Two of her other sisters, Judy and Jayne, have also worked there over the years. “It’s definitely a family business,” Hodge said.
While not related by blood, many Double J Western customers have become part of the family over the years. Winkler said their core customer base is made up mostly of working folks looking for functional, quality boots and apparel.
“However, we do have a wide scope of customers who shop with us. We work with people from all walks of life,” she said. “We see blue-collar workers looking for comfortable, properly fit boots for work. We have suit and tie customers looking for a dressy pair of boots that work with their wardrobe. There are concert attendees that need a great hat to top off their outfit and we help many local country and rock musicians that need the perfect shirt to wear on stage.”
In addition, technical school students who need a pair of boots for shop class and 4-H members who need boots to wear at the barn or shows are frequent customers.
“We even have fashionistas looking for the perfect pair of boots to go with a certain outfit, just because,” Winkler said. “And let’s not forget the brides! We have helped so many brides and grooms outfit their entire wedding party for their wedding. We get to meet so many amazing people, from many different backgrounds and we love to get to know them and their stories. And many are repeat customers, so it’s like having old friends come back to visit.”
Hodge has seen many regular customers grow up in her almost four decades in the business.
“We have customers who were coming in as children with their parents, who are now adults coming in with their own children. It’s pretty special,” Hodge said. “We have many customers who are transplants to Massachusetts from other parts of the country. They’re often surprised to find a western store here, but many are grateful that we are here, and they feel right at home with us.”
Hodge said even though Double J Western has been in West Springfield for years, people continue to discover the shop for the first time.
“People are always excited to find us,” said Winkler.
Consumer demands haven’t changed too much over the years. It just depends on what the end goal is for each customer.
“Most people really just want a good selection of great quality, functional pieces. And we have that,” said Winkler, noting that ‘Cowboy style’ has definitely gained popularity more recently thanks to shows like Yellowstone, 1883, 1923, Heartland, Longmire and Landman to name a few.
“New England isn’t exactly known as ‘Cowboy Country’ but these shows have certainly helped peak interest with people who may not have even thought twice about western attire otherwise,” she added. “Also, the mainstream country music and artists gaining popularity recently has also brought in a stream of customers who are new to this, as they put it. From the Lainey Wilson fans looking for a flatbrimmed hat and fringed clothing to the Chris Stapleton fans looking for a feather banded hat. And let’s not forget the Taylor Swift fans searching for blinged-out cowboy boots.”
This spring, Double J Western has lots of bling and fun colors with ladies’ boots, including rhinestones, studs and lots of colors. Fringe is still in, as well as turquoise statement pieces. Hodge said cowboy hats in every color are going to be huge for spring and men’s boots get a pop of color as well but are still classic enough to wear daily.
“Color and prints are in for men’s shirts as well, including western-inspired plaid,” Winkler said. “We are coming into prom and wedding season. We see many customers searching for the perfect pair of boots to match their dress or suit. Come in and see us, we would love to help — bring a picture or bring your outfit with you. Special occasions are our favorite.”
Double J Western also offers a line of “exotic” boots, including python, cobra, full quill ostrich, smooth ostrich, shark caiman tail and caiman belly and Teju lizard.
Double J Western may be known for its boots, but the store has a full line of apparel including cowboy hats, men’s and ladies’ jeans, shirts and apparel, leather jackets, belts, buckles, children’s boots, one-of-a-kind hand-crafted Navajo and Zuni jewelry, leather care items, leather purses and wallets and more.
“We also carry a special selection of English riding apparel,” said Hodge. “We literally have something for everyone. We pride ourselves on the customer service we provide our customers. We are here to help properly fit you for a new pair of boots. Proper fit is the most important thing.
“Western boots don’t fit the same way a lace up sneaker would and the size isn’t always the same either. We love to educate our customers, especially those new to cowboy boots. We really take the time to work with you to achieve the perfect fit. The same rings true to fitting hats. And we stand by our products. We are always here to answer questions and offer suggestions.”
Double J Western doesn’t just treat their customers like family, they embrace the entire community by giving back. They have donated to many causes, including yearly item donation for Christina’s House auction fundraiser, they will be a second-year Show Sponsor for Westfield Riding Club, Inc., and they are a donation can location for Happily Evans After Rescue, to name a few. The store also has discounts for Military/First Responders, 4-H members, and also offer a discount for equestrian friends if they “Name Your Barn” at checkout.
VISIT THE STORE AT 1472 RIVERDALE ST., SUITE C WEST SPRINGFIELD, ONLINE
AT DOUBLEJWESTERN.COM, AND ON FACEBOOK.
CURRENT HOURS ARE TUESDAY AND WEDNESDAY FROM 10 A.M. TO 4 P.M.,
THURSDAY FROM 10 A.M. TO 7 P.M., FRIDAY AND SATURDAY FROM 10 A.M. TO 4
P.M. AND SUNDAY FROM 12 TO 4 P.M.
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