The Silver Lining in a Life Well Lead

Park City, MT

Photography contributed by Judy Wagner 

“I believe my calling right now is to serve on a greater level,” Judy Wagner said. “I love investing in others.” 

Judy was thoughtful as she gazed out the picture window from her favorite living room chair.  Outside, a young colt ran unabandoned around his mother.

“Can you believe I get to watch this every morning?” she said with a smile.

As the Chief Marketing Officer of Montana Silversmiths, Judy’s days are full.  For over two decades she has left the sanctuary of her home, family, and horses outside of Park City to work at the prestigious Columbus, Montana company. Starting in marketing in 2000, she’s forged partnerships with PRCA, PBR and the NFR and has been instrumental in implementing programs, developing brands, and representing the company at rodeos, banquets, and trade shows across the nation.

A classy woman, she’s adorned with Montana Silversmiths jewelry and dresses to the nines, from her signature felt cowboy hat down to her polished boots. She’s an icon in the western lifestyle industry and rightfully so, she’s passionate about it. 

Judy’s resume is impressive and includes foundational work on young adult programs like Cowgirl’s 30 Under 30 and The Pursuit of Excellence.  She has spoken before crowds at Miss Rodeo America and Art of the Cowgirl, among others. She’s ambitious, sincere and cares deeply for others. But there’s more to the face of Montana Silversmiths than meets the eye.  

Behind it all, Judy is a wife, mother, grandmother, and mentor. She cherishes people, horses, quiet moments, laughter, and family time, especially with her two-and-a-half-year-old granddaughter, Westee. She treasures holding deep conversations, taking in the view from her deck, and roping with her husband of 47 years, Alvin.  

“I feel the need to do more personally at this time in my life,” Judy said. “The older I get the more I realize that we (as a society) are missing connection. We don’t spend time with people. Technology is important, but face to face conversations with people is something I’d like to get back to.” 

Judy grew up in Avon, Montana, the oldest of eight, and her father died tragically in a farming accident when she was just 16.  

“We grew up fast,” she said of those early years.

But it was because of her ranch life experience, she developed what she likes to call “ranch grown logic.”  To her, it’s a commonsense approach to enhancing value by simply doing what needs to be done.  

“You just do what it takes,” she said. “On a ranch, the cows don’t know it’s Christmas, but they still need to be fed. That’s the case in business. You do what it takes.” 

Before her Montana Silversmiths career, Judy owned and operated Gator Ropes for 12 years, a company she bought and rebranded. A natural marketer, her innovation brought many milestones to the company. It was the first in the industry to identify the hardness of ropes for consumers using a color-coded gator. Gator Ropes also became the first official rope of the PRCA and the first to focus on a niche market of ropers – youth. 

“Owning Gator Ropes taught me so much,” she said. “I made some mistakes, but I sure learned about business. From production design to payroll, I had to learn it to succeed.” 

Owning her company also taught her the value of enjoying her customers. She coined the term “gatorizing,” or having fun with something and she did.  When she and Alvin pulled up to a trade show with their merchandise trailer, people flocked to it. 

“It’s not really what they were buying, but the way that it made them feel,” Judy explained.

While Judy is proud of the products Montana Silversmiths develops and the programs and partnerships they’ve established, it’s the people she’s met who have shaped her into who she is and helped her determine what she wants to do, as she says, “when I grow up.” 

“Just as I like to say, ‘every buckle has a story,’ and so does every person. People are hungry to share and be heard and feel like they matter. That sparks something inside of me,” she said.

This yearning will mark the start of a new role for Judy as Montana Silversmiths’ Brand Advocate. As she transitions from her full-time schedule, at 70, she looks forward to more family time and pursuing her desire to mentor.  

“I’m transitioning into a new phase,” she said with a smile. “I’ll still be riding for the brand, I’ll just be riding with a loose rein.” 

Just as the branding of Montana Silversmiths’ has been critical for the company, Judy believes each individual has a ‘brand’ as well.

“I want to be part of bringing women living the western lifestyle together and help them where I can,” she said. “Sometimes the smallest things can give us just what we need to take the next step. We are stronger together. The strong ties that we create in our lives support mentorships, collaborations, and a powerful sisterhood.” 

This vision was interrupted when the front door opened, and her husband and granddaughter stepped in as wide smiles consumed Judy and Westee’s faces.

“That little one,” Judy smiled. “She fills something in me that I can’t even explain.”  

Westee’s parents, Ross and his wife Casey, live on the same property as Judy and Alvin and raise performance horses.  Judy’s daughter Tiffany lives in Arizona where she welcomes her parents in the dead of winter. 

Surrounded by family, grounded in her faith, and determined to continue to make a difference in the lives of the people in her circle, it will be some time before Judy takes off her boots and rests for any length of time.

“I’m ready to take a second breath and get going,” Judy said. “There’s still a lot to do.”