About Us

Red Southern Soul was established in August of 2021. Our vision is to provide a western/boho/edgy vibe to share with the world for both men and women with great quality clothing. As we navigate the way in becoming a well-rounded boutique to provide the best service and merchandise for our customers. We thank everyone for all the support and patience as we figure out how to stock our online store with many options for our cowboys and cowgirls.

Meet Our Team


My name is Joann Martinez, I am a First-Generation American and the youngest of two. I was born and raised in New Mexico and my parents are originally from Mexico. I obtained my Associate of Arts from the New Mexico Junior College and decided to further my education at Eastern New Mexico University. I will be graduating in December 2022 with my Bachelor of Science in Communications with an emphasis in Public Relations.

I became a First-Generation business owner when establishing Red Southern Soul in August of 2021. I love anything having to do with self-development and personal growth. Self-care throughout the years has become one of my top priorities. My forms of self-care are going to the gym, reading a book, going to the stores even if it is just to look around, picking up a vanilla latte from Starbucks, and dressing in different styles that bring out my confidence.

As I've gotten older and I have been on this journey of figuring out my authentic self, I have enjoyed dressing up in different styles and my favorite is an edgy/western style. The beauty in being able to dress in different ways is being able to access different skills in me such as confidence, motivation, determination, and a sense of belonging depending on the occasion, which is something I hope my customers will also be inspired by.

My vision for Red Southern Soul is to build a community where we can come together to inspire and empower one other through a common interest–Western attire.

Chief of Operations

My name is Jessica Olivas and I am a proud first-generation American and college student. I am one of seven children with 5 older siblings and one younger sibling. I was born in Colorado, but I have lived in several different states such as Wyoming, Missouri, and south eastern New Mexico where I continue to reside. I continued my education after high school and graduated with two Associate degrees from the New Mexico Junior College. I am currently enrolled at Eastern New Mexico University and am working on my Bachelors in General Business with an emphasis in Marketing.

I love to travel, and my goal is to visit at least 25 states by the time I am 35 as of now I have traveled to 15 states. I am a dog mom of 5. I know, it seems like a lot. Three of them are rescues that I rescued from an animal shelter and a pet rescue center. My oldest is Coco, who’s a chorkie (chihuahua Yorkie mix). Then there is Milo, Nyla, Kai, and Moon who are all standard Australian Shepherds.

Approximately 7 years ago I realized my newfound passion was in business and I knew my calling was in empowering others to strive and thrive in their dreams, hence, why I knew this was the right fit for me. With a common goal of empowering, inspiring, and building confidence for all, I believe that here, at Red Southern Soul, we can aid the building confidence of our snazzy western-attire wearing honeys’.