Alright – so today we’ve got the honor of introducing you to Laura Voth. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Laura, thanks for joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?

Naming Southern Ruetz was a deeply personal journey. “Ruetz” is a blend of my daughters’ middle names, Ruth and Elizabeth, which makes the name close to my heart. It also ties into my love for New Orleans, where many street names begin with “Rue.” This connection to “Rue” fits perfectly with our storefront’s location in the Historic French Quarter District of Charleston, SC.

We take pride in pulling from our roots, including the building we’re located in. We intentionally preserved as much of its original structure as possible, giving it a much-needed facelift while honoring its rich history. Our approach to hat-making reflects the same philosophy—we get to know our clients, understand their roots, and then craft hats that are uniquely tailored to them. Just like no two people are the same, no two hats are either. It’s all about blending heritage, individuality, and craftsmanship.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Southern Ruetz was born out of a deep love for creativity, craftsmanship, and a desire to create meaningful experiences through custom hat-making. My journey into the industry started in 2021, when I transitioned from making fully handmade hats as a passion project to launching a business that celebrates individuality. The hats we create are more than just accessories—they’re reflections of each person’s unique story, personality, and roots.

At Southern Ruetz, we offer custom hat-making experiences, offsite event services, and personalized hat-making classes. Our clients can expect beautifully crafted hats that are tailored specifically to them, as well as the opportunity to be part of the creative process. We host events where guests can design their own hats, making the experience interactive, fun, and deeply personal.

One thing that sets Southern Ruetz apart is the environment we’ve created. Our space offers three uniquely themed rooms for designing hats, each bringing a different energy. The Rainbow Row Studio captures the essence of Charleston with its vibrant and charming feel. For group experiences, we have two contrasting spaces: the Garden Party Suite, which is all pink and filled with flowers, perfect for those seeking a whimsical, feminine atmosphere, and the Cigar Parlor, a rugged, masculine room that offers a more classic, sophisticated setting. This range of environments ensures that our guests can create in a space that speaks to them, making the experience even more personal.

What truly makes Southern Ruetz unique is how we honor roots. This applies not only to our custom hats but also to our physical location in the Historic French Quarter District of Charleston. We’ve kept much of the building’s original structure intact, giving it a fresh facelift while paying homage to its history. Similarly, we get to know each client, uncover their roots, and translate that into one-of-a-kind hats that tell their story.

I’m also passionate about supporting small, women- and veteran-owned businesses. In our Maker Mall, we feature around 60 small businesses, highlighting the incredible creativity of the local community. Collaborating with and lifting up other businesses is something I hold dear.

Ultimately, Southern Ruetz is about more than just hats—it’s about creating an experience where people feel seen, understood, and inspired. No two hats are alike, just as no two people are the same, and that’s the beauty of what we do. I want people to walk away not only with a hat that’s uniquely theirs but also with memories of a special, personalized experience.

What else should we know about how you took your side hustle and scaled it up into what it is today?

Yes, Southern Ruetz began as a side hustle and eventually grew into my full-time business. Before launching Southern Ruetz, I spent 13 years working in advertising, which gave me a strong foundation in branding, creativity, and understanding customer experiences. However, my passion for craftsmanship and creating something tangible led me to start making hats on the side.

I began with fully handmade hats, which was a personal creative outlet. The response from friends, family, and even strangers was overwhelmingly positive, and that’s when I realized there was potential to turn this into something bigger. I started taking custom orders while still working in advertising, but as demand grew, I knew I needed to make a decision.

One of the key milestones was when I decided to leave my advertising career and focus on Southern Ruetz full-time. That decision came after I realized I could create an experience around the hats, not just sell them. I began offering custom hat-making events, bringing people into the creative process and making it more than just a product—it became about the story and the experience behind the hat.

Another major milestone was opening our storefront in the Historic French Quarter District of Charleston, SC. That allowed us to establish Southern Ruetz as a destination for custom hats, and expanding our space to include the three themed rooms really set us apart. It allowed guests to not only design their hats but to do so in an environment that felt comfortable and personal.

Along the way, collaborations with local businesses, growing our consignment partnerships, and hosting offsite events helped scale the business. Today, Southern Ruetz is not just a hat-making shop—it’s a creative, personalized experience that celebrates individuality and craftsmanship. My background in advertising helped me understand how to connect with clients on a deeper level, and that’s something I continue to carry into Southern Ruetz every day.

How did you build your audience on social media?

Building Southern Ruetz’s audience on social media has been an organic and intentional process, focusing on authenticity, connection, and showcasing the unique experience we offer. When we started, I knew that I didn’t want social media to just be about selling products—it had to reflect the personality of the brand and the custom, personal nature of what we do. So, we focused on creating content that was visual, engaging, and told the story of each hat, the creative process behind it, and the people involved.

Instagram became a key platform for us because it’s visual, and we could really showcase the design process, the fun energy of our events, and the stories behind each custom hat. We leaned into showing, not telling, by sharing the Southern Ruetz experience through photos and videos of customers creating their hats, the beauty of our three themed rooms, and behind-the-scenes moments. Collaborating with local influencers and small businesses also helped expand our reach and create buzz around our brand.

For those just starting to build a social media presence, my biggest advice is to be authentic and consistent. Share your story, your passion, and what makes your business unique. Social media isn’t just a platform for selling—it’s a way to build relationships and give people a glimpse into who you are. Engage with your audience, ask them questions, and involve them in the process.

One memorable moment was when we made a custom hat for country star Lainey Wilson. We actually polled our audience on what color to make it, which not only created excitement but also made our community feel involved in the creative process. This type of engagement is what really helps us connect with our followers on a deeper level.

Visual content is key, especially if you’re offering something creative or experiential, so invest in good imagery or videos that capture the heart of what you do. Lastly, stay true to your brand and don’t be afraid to experiment with different content types—whether it’s reels, stories, or posts—while always maintaining a consistent voice and message.

Contact Info:

• Website: https://www.southernruetz.com
• Instagram: https://www.instagram.com/southernruetz
• Facebook: https://www.facebook.com/southernruetz

Image Credits

Marly Viviana Photography