Montana Silversmiths' Judy Wagner To Receive COWGIRL 30 Under 30 Lifetime Achievement Award

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Judy Wagner, the Western industry icon who retired from her role as Montana Silversmiths’ Chief Marketing Officer at the end of 2023, will receive the inaugural bestowal of the COWGIRL 30 Under 30 Lifetime Achievement Award. Reflecting a lifetime commitment to the spirit of the Western way of life, Wagner will be presented with the honor by friend and industry peer, Wrangler Sr. Brand Marketing Manager, Robin Rich.

Among the honor and recognition during the presentation, Wagner will receive a bronze statue, "Not So Gentle Tamer," by Cave Creek artist Bob Boze Bell, that depicts “a pioneer lady of refinement - and one of true grit at the same time.”  The original “Not So Gentle Tamer” stands 10 feet tall and occupies a prominent position on the Prescott, Arizona, Civic Center Campus. 

Wagner celebrates an illustrious career with Montana Silversmiths that spans decades and industry milestones for which she is highly regarded. She will continue to serve as a Brand Advocate and the silversmith’s foremost storyteller, showcasing her authentic passion for the beauty, romance, and spirit of the American West.

When asked about the next chapter, Judy said, “I’m part of this brand and this brand is part of me, and I feel tied to it. It’s like a new fresh career. I know that I have a calling to do something, and I have a purpose out there. It’s a great responsibility and I want to make sure that everything is set for the future and how I can help facilitate that. I’ll still be riding for the brand; I’ll just have a loose rein.”

Since joining the Montana Silversmiths family in 2000 as the Director of Marketing, Judy’s career with the brand has been highlighted by forging partnerships with PRCA, AQHA, and PBR, launching the successful “American Made” collaboration with singer-songwriter Coffey Anderson, overseeing the creation of “Big Buck,” the World’s Largest Trophy Belt Buckle, and establishing the Montana Silversmiths Pursuit of Excellence Scholarship in 2005.

Judy has been inducted into the Halls of Fame for both the Montana Pro Rodeo and Miss Rodeo America, recognized as an inaugural 2019 Art of the Cowgirl recipient of Western Horseman’s Women of the West Award, “Lady of the West” by the World of Rodeo Reunion, “6 over 60” honoree for Rodeo News, and a “Cowgirl Icon” and “Women’s History Month Industry Trailblazer” by the editors at COWGIRL.

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