Sparkling belts, hats, shirts and Western bling of all kinds fill the walls and counters of Diamond J Apparel.
The shop opened on the 1000 block of Main Avenue in the middle of September, replacing the Scott Bracken Gallery. After years as a popular vendor at rodeo shows, such as Cheyenne Frontier Day, Darrell Julian decided to open a permanent location in Durango.
He started selling Western wear about 10 years ago after working in construction. The Main Avenue location is his first brick-and-mortar location since the recession, he said.
Most of the store’s inventory is for women and includes purses, jewelry and handmade candles. It also offers an array of Western tops for men and women.
“We’ve always had a good selection for being small,” Julian said.
In addition to costume jewelry, the shop carries high-end turquoise jewelry made by artists from the Zuni Pueblo tribe in New Mexico, Julian said.
On the home decor side, the shop carries cow hides that can be used as wall hangings or area rugs.
Julian, an Aztec resident, spent time in Durango, participating in the Fiesta Day’s Rodeo and skiing, before deciding to open his business. He was drawn to the space because it didn’t require much modification and it sees steady pedestrian traffic.
The store is open from 11 a.m. to 6 p.m. Mondays through Saturdays at 1077 Main Ave. It is closed on Sundays.