In this episode of Grit Branded, Lauren LaFleur, Marketing Director at Rafter P Construction, sits down with Jessica Wahlert — Marketing Director at Cinch Jeans and Shirts. Jessica grew up on a cow-calf operation in eastern Colorado, and her journey from ranch life to leading a major western brand is a testament to grit, relationships, and seizing opportunity. She shares insights on staying grounded, the importance of youth programs in the western industry, and offers practical advice for young professionals forging their own path.