Jess Mathewson might be one of the youngest Inverell business owners. But her passion, business savvy, and entrepreneurial spirit shows she is a regional contender with Cutting Edge Country, a western and country retail shop with a large and loyal customer base.
Based in the former General Merchant in Byron Street, Jess bought the building in early 2023. The move was a natural transition for this growing business she nurtured since it began in 2015.
The historic space is filled with a selection carefully curated clothing, footwear, leather goods, accessories, and toys to appeal to the rural and urban shopper, looking for some country flair.
From the elegant rural selection up front to the wall of denim, bling, and colour down the back, Cutting Edge Country meets a landscape of preferences.
It started as a hobby in 2015 when Jess was just 18.
“I was studying my teaching degree, and all of my friends used to go to western events on the weekend to compete, and I didn’t compete, so I started doing pop-up shops at various events in Queensland and New South Wales,” Jess said.
“It all started making fabric earrings for something to do while studying, and then it just grew. I purchased some jeans, and I reinvested that money, and it just kept growing as online business, which I also took on the road to events.”
She did it all on her own without any external investment. Jess completed her teaching certificate and spent two years in the schools, keeping her retail hobby on the side until it really grew legs, and she was faced with a choice.
“I decided to take a risk and open a physical store and stop teaching. I started in a tiny little space – a safe little option, and then I outgrew that. So, I rented another space, and in two years I outgrew that as well. This building was for sale, and I was like – I’ve got to do this to futureproof,” she said, looking around the store.
“I looked at this and thought, it’s going to be a big space to fill, but then, I filled it pretty easily with stock.”
Her customer base started with online shoppers and her large social media following, but the growing bulk of her business comes from local customers and word of mouth.
She stocks a large range of famous US brands, like Wrangler, Cowboy Tuff, Durango, Grace in LA, and Cinch, and a wide range of John Deere toys and accessories. Customers can also find trusted Aussie brands in the Thomas Cook line, including Pure Western, Bullzye, HardSlog, and Twisted X.
The selection is very deliberate.
“I hand-pick every single thing that I’ve got in here. My suppliers don’t just send me a batch of stock and say, ‘Here, sell it. I just go with my gut and hope that people like it!” Jess said.
So far, her gut has been reliable. She goes on buying trips to find the best pieces for the shop and keeps her eye on what’s ahead in fashion.
“Obviously, on social media you watch the trends, and you get a vibe for what’s coming in the following season. With some brands, you’re indenting stock up to 18-months in advance,” she said.
“The Western fashion has a heavy American influence, and I started getting everyday fashion to complement that, because not everyone that comes in here is looking for western fashion.”
Jess prides herself on offering customers an optimal experience. Shoppers are warmly welcomed, and left to browse at their leisure, with somebody on hand if they need assistance. That can come in the form of Jess’s experience choosing the right boot for the job, a good gift, or getting that perfect-fitting pair of jeans.
She stocks a very wide range of sizes for both men and women, and has the expertise to meet expectations.
“There are so many different fits: different rises, different leg lengths, and people can come in and I have fitted that many people in jeans that I can be like, ‘Right, start with this size,’ and they like that they don’t have to try multiple to get what they want,” she said with a smile.
“And we do listen to them, right down to if they want something relaxed in the thigh, or a higher rise on the waist. There are so many little things to a good fitting pair of jeans, especially when people are wearing them all day, every day.
“And if I don’t have it, I’ll try my best to get it in for them.”
She offers to keep records of what customers purchase, so when they return, she can help with sizes they previously chose, and it also assists with gift purchases.
Jess keeps her items at realistic price points, selling high-quality stock at the recommended retail price to allow customers to go home with the items they desire. It also provides good value for local business to bulk buy to outfit their workforce.
From competition wear for horse sports, workwear for long days outside, or beautiful pieces for every day, Jess gets a kick helping people find just what they’re looking for.
“I like seeing them walk out with what they came in for, or better still, with something extra or unexpected” she said.
“They might come in for boots, and I’ll suss out, where are they wearing them? What are they doing in them? And I might actually have a better option that what they’d initially came in for,
“I’m passionate about getting it right the first time.”
Top image: Cutting Edge Country owner Jess Mathewson in her Inverell store. (Photo: Michèle Jedlicka). Other images: Inside Cutting Edge Country (Photos: Michèle Jedlicka and Supplied)
Cutting Edge Country was voted by New England Times readers as the Best Fashion Retailer in the New England 2024.
See the other winners and more details about this promotion.