September 28, 2023


We Do Shopping Right

Meet the boutique vendors who come from near and far


Pensacola, Florida. Minneapolis. Moreno Valley, California. Vendors from near and far sell at Nikki Lane’s Stage Stop Marketplace at the Stagecoach country music festival.

Singer-songwriter Lane curates the shopping experience with an eye for “vintage fashion” and “one-of-a-kind western wear.” At the marketplace, you can find custom boots, leather goods, cowboy hats and more.

Applying for a spot in Lane’s marketplace is a competitive process that requires months of planning. Meet a few of the vendors who made the cut in 2022.

Brazilian native Priscila Osborn at her Stagecoach boutique, ByCila in Indio, Calif., on Saturday, April 30, 2022.


ByCila owner and designer Priscila Osborn specializes in custom jewelry and hats. Osborn, from Brazil, worked a corporate job for 10 years before giving that up for a job that would “fulfill her soul.” She found that in her fashion enterprise that she runs with five employees out of La Jolla, California. She mostly sells online and at markets and street fairs all over the state. This marks her fourth year at Stagecoach. “I love the people here,” Osborn said. “They’re polite and fun, a nice crowd.”


Instagram: @bycila_

Jessica Monroe of Pensacola, Fla., interacts with a customer at her Stagecoach boutique in Indio, Calif., on Saturday, April 30, 2022.

The Heirloom Indie

Jessica Monroe, a.k.a. “The Heirloom Indie,” drove from Pensacola, Florida, to make her Stagecoach vending debut. She sells her handcrafted turquoise and white buffalo stone jewelry all over the place, and her venture out to California is a prelude to a great American road trip that will include a stop at the Grand Canyon.

Her maxim? “Wherever I wanna go, I go there.” 

Her style? “Southwest meets your bohemian grandmother’s jewelry store.”

Instagram: @theheirloomindie

Rhonda Allen of Moreno Valley, Calif., at her Stagecoach boutique in Indio, Calif., on Saturday, April 30, 2022. Allen has been selling hats since 1975.

Calico Hat Co.

Rhonda Allen, owner of the Calico Hat Co., started selling cowboy headwear in Colorado Springs, Colorado, back in 1975. Now 65 and a resident of Moreno Valley, she is back at Stagecoach.

The self-described “Stagecoach O.G.” says she’s been selling at the country music festival since “day one.” The festival began in 2007. But it’s her first time back since 2019, because the festival was canceled the last two years due to COVID-19. 

“That kinda sucked,” Allen said. “It’s the biggest festival of the year for me, normally.” In her busiest year, Allen said she sold at 34 events. She typically travels a circuit that includes several music festivals each year, including Country Thunder in Arizona and Seven Peaks in Colorado. 

Emily Dove of Minneapolis, Minn., at her Stagecoach boutique in Indio, Calif., on Saturday, April 30, 2022.

Mourning Dove Silver

Some of us started hobbies during the early days of the pandemic lockdown. Emily Dove, owner and designer of Mourning Dove Silver, started a business. All her designs are handmade with sterling silver and genuine turquoise. Dove arrived to Stagecoach from Minneapolis. She said the country scene there is sparser, and she sells at a lot of motorcycle shows. 

It’s her first time selling at Stagecoach, and she’s impressed with how things are going. “Saturday’s been awesome,” she said. “There’s so much energy.”


Instagram: @mourningdovesilver

Stardust Swim owner and designer Breezie Collevechio works her boutique at the Stagecoach Country Music Festival eight months pregnant in Indio, Calif., on Saturday, April 30, 2022.

Stardust Swim

Eight months pregnant, business owner and designer Breezie Collevechio is hustling at Stagecoach to sell her custom swimwear, Stardust Swim. Collevechio, from Los Angeles, created custom, handcrafted designs for the country crowd. “I stepped it up for this weekend with the stars, stripes, fringe and velvets,” she said. 


Instagram: @breeziestardust

Joey Medina poses with a pair of his cowboy boots at his Stagecoach boutique in Indio, Calif., on Saturday, April 30, 2022.

Full Circle Vintage

Full Circle Vintage has two brick-and-mortar locations in Texas, and owner Joey Medina also sells his cowboy boots at a weekly pop-up shop in Austin’s South Congress neighborhood. Still, he values selling on the road, and has a long history selling at shows across Southern California. How are things going for him at Stagecoach? “We sold a lot of damn boots on Friday,” he said.  

Instagram: @fullcirclevntg

Jonathan Horwitz reports for The Desert Sun. Reach him at [email protected] or @Writes_Jonathan.


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