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When Alex Samuels left commercial real estate to open a hat bar in Nashville, she wasn’t just selling items — she was crafting experiences. What began as a pandemic side hustle quickly grew into Rustler Hat Co., where every hat is custom-fit, personalized and tied to a customer’s story. On Square’s The Way Up podcast, hosted by Guy Raz, Samuels shares how the brand expanded from a small shop into a sought-after business with corporate partners, merchandise and ambitious growth plans.
By Rebecca Meiser
Contributor, Commerce + Communities Today and Small Business Center
ICSC champions small and emerging businesses in getting from business plan to brick-and-mortar.
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