Today we’d like to introduce you to Janeen & Jessica O’Toole & Maher.
Janeen & Jessica, we appreciate you taking the time to share your story with us today. Where does your story begin?
This could be a long one!
The two of us met back in 2012 when our sons played travel soccer together. What started as countless hours on the sidelines quickly turned into a lifelong friendship. We instantly clicked and have been inseparable ever since.
Over the years, we always talked about going into business together. We tossed around countless ideas and business concepts, convinced that one of them would eventually be “the one.” While we had plenty of enthusiasm, nothing ever seemed to stick. It was important to us to create something that felt meaningful, creative, and rewarding while also bringing something unique to our local community. We weren’t interested in starting a business just for the sake of starting one, we wanted to build something people would genuinely connect with.
Fast forward to today, our friendship has officially become family. Janeen is getting married to my first cousin, Ryan, who also happens to be a huge part of Rustler & Rye. And yes, I proudly take full credit for introducing them!
The idea for Rustler & Rye came during a trip down South and out West. As we visited local shops and markets, we noticed how popular customized hats were and immediately fell in love with the concept. We were drawn to the idea that people could create something that truly reflected their own style and personality. There was something so special about transforming a simple hat into a one-of-a-kind piece that told a story.
That experience sparked the idea for Rustler & Rye. We saw an opportunity to bring that same experience to Michigan and create more than just a product, we wanted to create memorable experiences. We wanted people to walk away with something they designed themselves, something that felt personal and meaningful. Whether it’s a private party, corporate event, wedding, festival, or special celebration, our goal is to give people the opportunity to create something uniquely their own while making lasting memories along the way. We love watching customers bring their vision to life and seeing the excitement on their faces when they put on their finished hat for the first time.
Looking back, it’s amazing to think that a travel soccer team brought us together all those years ago. What started as a friendship on the sidelines grew into family, a shared dream, and a business we’re incredibly passionate about. Sometimes the best ideas take years to find you, but when they do, everything just falls into place.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all, but that’s part of the journey. Starting a small business has been incredibly rewarding, but it has also come with its share of challenges. From learning how to market ourselves on social media to finding reliable wholesalers and managing inventory, there have been plenty of obstacles along the way. We’ve had to wear many hats (literally and figuratively), learn new skills, and adapt as we go. While it hasn’t always been easy, each challenge has helped us grow, and seeing customers create something unique that they love makes all the hard work worth it.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
At Rustler & Rye Hat Bar, we create custom hats as unique as the people who wear them. We specialize in one-of-a-kind cowboy, rancher, and fashion hats personalized with hand-selected accessories, branding, burning, ribbons, feathers, and other custom details. We also offer professional hat shaping services and private consultations, giving customers a personalized experience to create a hat that perfectly reflects their style and personality. Whether someone is looking for a statement piece, a meaningful keepsake, or a hat that reflects their personality and style, we help bring their vision to life.
What sets us apart is the experience. Rustler & Rye isn’t just about buying a hat, it’s about creating one. Our interactive hat bar allows customers to design their hat alongside us, making the process fun, memorable, and completely personalized. Every hat tells a story, and no two are ever exactly alike.
We are especially proud of the community and connections we’ve built through our business. What started as a creative idea has grown into an experience that brings people together at festivals, private parties, corporate events, weddings, and pop-up markets. We love seeing customers walk away with something they helped create and genuinely love wearing.
At the heart of our brand are craftsmanship, creativity, and authenticity. We believe a great hat is more than an accessory, it’s a reflection of who you are. Our goal is to make every customer feel confident, inspired, and excited about the piece they’ve created.
Whether you visit us at a public event or book a private hat bar experience, we want people to know they’re getting more than a custom hat, they’re creating a lasting memory.
What was your favorite childhood memory?
Jessica’s Childhood memory:
Picking just one childhood memory is nearly impossible, but the summers we spent in Italy, as a family, are definitely at the top of the list.
One of my favorite memories was spending mornings with my Nonna in her garden picking green beans. We’d sit together snapping bean after bean after bean. As a kid, I assumed we were preparing enough green beans to feed all of Italy. Now I realize it was less about the beans and more about spending time together.
Those summers were simple, loud, chaotic, and perfect. Great food, amazing family, longtime memories, and enough green beans to last a lifetime.
Janeen’s Childhood memory:
One of my fondest childhood memories was growing up in a subdivision where the neighbors felt more like family. Every Fourth of July, our neighborhood hosted the annual Fairview Farms 500, an event everyone looked forward to all year long.
The day was filled with potato sack races, balloon tosses, bobbing for apples, tug-of-war, great food, and activities for everyone. One of the highlights was watching all of the dads compete in an RC car race for nothing more than bragging rights. The evening always ended with fireworks lighting up the sky.
It was such a special tradition and the perfect way to celebrate summer, creating memories that will stay with me forever.
Contact Info:
- Website: https://www.rustler-rye.com
- Instagram: https://www.instagram.com/rustler.rye
- Facebook: https://www.facebook.com/share/1ADJrvYh6g/?mibextid=wwXIfr
- Other: https://www.tiktok.com/rustler.rye
