Our Story
HELLO FRIENDS!
When giving a name to the brand I was creating in 2011, so many thoughts ran through my head. In reflection - the decision was not hard to make, it simply was in front of me. Our family has a story about “Feathers” and “Stones” that reverberates in the miracle realm. Feathers and Heart Shaped Stones are truly spiritual messages when they cross our path for Gary, Charles, Bella and I as well as our extended family and friends that know our story. For a brand name - STONE FEATHER became imbedded in my mind and after moving back to Iowa after 30 years of living away from where Gary and I grew up, I remember walking out to the gravel road that we lived on that ran in front of our acreage. The Iowa wind was blowing and the sun was out to the southwest and shining in my eyes and on my face. I looked north and south up and down that long gravel road and I knew that the “ROAD” was the final part of the brand. STONE FEATHER ROAD. It felt right. A “ROAD” - simply “takes you from one place to another.” We had been down many roads as a family that much was for sure. STONE FEATHER ROAD was put into a name and brand on that day and the beginnings of building product and a plan to match the brand began.
The back story prior to the brand evolving starts 40+ years prior to that day on the gravel road. Growing up in rural Iowa on a farm with my parents and three younger sisters, we “dressed up” for church and special events. Gloves, hats and matching dresses that my Mom sewed were part of my early fashion experience. Horses showed up in our lives when I was 10 and we raised and showed POA’s and met some of the most incredible people in our travels with our ponies to shows across the Midwest and West. My love of turquoise was launched at 12 years young when my Aunt Bea showed up with a case of Native American Jewelry she was selling. I bought the biggest cuff she had and my passion for bold statement turquoise pieces began right there.
As a senior in High School, I was introduced to the idea of Jewelry Design by a visiting goldsmith. It was one of those pivotal moments where the lights went on in my soul, yet it would be 32 years before that dream of designing jewelry really ignited. I took some design classes over the years and enjoyed the creative process, the metals and of course the stones.
When I decided to pursue a career in fashion as a young adult it was a fit from the moment the decision was made. I loved the energy of being in the retail store environment with the clothes, accessories and clients. The merchandising and “dressing” the store was my passion only being surpassed by my love of working with clients and finding perfect pieces of clothing and accessories for them. A happy client meant they would come back again again and I would continue to love that process and teaching it along the way. I grew to run 43 stores for a great company/leaders that taught me retail and people skills that to this day are within the fabric of STONE FEATHER ROAD.
13 years ago, the dream of becoming a jewelry designer actually manifested when I started designing cuff bracelets out of multi strand leather cuffs, stones, pearls, metal elements, shell and misc. objects. I created thousands of those pieces over the years and would have 200-300 in the collection at any time. The audience for selling my creations was pop up shows throughout the Midwest that soon expanded to Las Vegas - NFR, Cheyenne Frontier Days, San Antonio Rodeo, Louisville NAILE stock show and many other shows along the way. I outgrew my studio in my home over the years and expanded to other rooms in our home. Around 2-3 years into creating my cuff designs, I started a collaboration with an awesome leather maker and we created over 15 bag designs that were made of hair on cowhide and leather. To this day people are using these original designs and loving them. At that point my trailer was my stock holding place and over filled! Finally, in 2016 we opened an actual brick and mortar store in downtown Cedar Falls, IA opening with my cuff designs, SFR bag designs, cowhides and custom neck piece and earring designs. From 2017 forward we added apparel and outwear as well as hats, belts, select home and accessories to the collection. From 2016 to February of 2024 we enjoyed being at 218 Main Street and that store will always have a spot in my heart.
THE MOVE WEST.
The move west has been a long time in our soul. We are delighted to have landed STONE FEATHER ROAD in Billings, Montana at 2525 Minnesota Avenue in April of 2024.
Our collection encompasses Women’s and Men’s Apparel and Outerwear, an extensive Collection of Native American Jewelry and SFR designed Jewelry pieces, Hat Bar, Belts, Scarves, Cowhides, Select Home Decor Accessories and more.
STONE FEATHER ROAD is built around an influence of Mountain West that can be adjusted to lifestyle feel and fit. We cover from Contemporary style to Cowgirl(boy) Cool. “You do You” is a common reference with us - “own the look and love it” is where we weigh in. With decades of experience in store merchandising, operations and client specialization we create looks for clients that tend towards a quality - timeless connection. Great items to love for years to come. The look in the mirror that takes you from WHOA to WOW. That’s our purpose and passion.
Welcome to STONE FEATHER ROAD.
We hope the “ROAD” which takes you from one place to another brings you to Billings, Montana to visit us in person!
As for the “stone” “feather” miracles that brought about this brand and that continue to bless us. I will simply dedicate that light and hope to our sweet angel - John Russell
Peace and Light-
Paula Lorenz
CLICK HERE TO WATCH OUR STORY
“A road … simply takes you from one place to another. Our lives are made up of the fabric of the journeys we have been on -- the ones we are traveling right now and of what is to come. Where we go, “the road” - both leads and follows us.
“Rooted in the Midwest, we have a strong regard and love of the land, the strength of the wind, and the grit of hard work.
“But we’re more than just the area we thrive in. Influenced and inspired by the lifestyle of the mountains, we seek to capture the essence of the West in all of our apparel, accessories and home decor.”
Mountain living is where the name and the brand STONE FEATHER ROAD began to build in my soul. It takes us to a place and a freedom to be and live life unencumbered with elements of the earth.
With the grace of confidence, and the grit of individuals, we have forged a fashion direction that is transforming for our friends and clients.
“Transforming the wonderful people and friends we meet on the road on our travels across the country -- transforming the fashion in our small city -- touching people beyond what they wear and helping them see just who they can become. That’s how we roll.”
“Whether it's on the road, online or in our store in Downtown Billings, Montana. We are that brand that evokes a sense of Lifestyle Freedom.”
Freedom to us - means that others do not define you, you define you. Walk in your truth and bust out of your comfort zone. Stop and ponder that possibility of having some fun on the side of the road and do a little dance! JUST OWN IT!
“A road may simply take us from one place to another, but it’s up to us to choose where we roam.”