Backroads Boss Lady (Hardcover)

Happiness Ain't a Side Hustle—Straight Talk on Creating the Life You Deserve

By Jessi Roberts, Bret Witter

Grand Central Publishing, 9781538745731, 304pp.

Publication Date: March 5, 2019

List Price: 27.00*
* Individual store prices may vary.


Discover life and business tips from Cheekys's founder, who survived a devastating childhood and turned her tiny Idaho shop into a multi-million dollar brand, in this "manifesto on how to do everything from overcome haters to persevere in business" (Lee Woodruff, #1 bestselling author).

New Plymouth, Idaho. Population 1536. It doesn't look like much from Rural Route 30, but it was here, in this quiet town, that a mother of four faced down her hard past, poverty, self-doubt, and a reluctant customer base. And she created something unexpected: a multi-million dollar FRBR (For Rural, By Rural) business empire.

Her name is Jessi Roberts, and the business is Cheekys, which started with 6 purses and a tanning bed. Now in her book, Jessi shows how she grew one small store hurdle-by-hurdle into a national clothing and accessories brand with a 1.5 million strong community. Best of all, she did it by standing tall for her values: always be kind, lift up the next gal, and treat employees and customers like family.

More than a business book, BACKROADS BOSS LADY is about embracing your passion even when others don't see value in it--or you-and about putting food on the table and believing in yourself. Brimming with authenticity, it gives the warts-and-all, love-it-despite-it skinny on rural life, community, and contentment without compromise.

About the Author

Jessi Roberts was born in West Texas. She lives in New Plymouth, Idaho, with her husband and four children. She is the founder of Cheekys, one of the few nationally recognized brands that celebrates rural life, country attitude, and family values.

Praise For Backroads Boss Lady: Happiness Ain't a Side Hustle—Straight Talk on Creating the Life You Deserve

"With grit, humility, common sense advice and entrepreneurial wisdom, BACKROADS BOSS LADY serves up a manifesto on how to do everything from overcome haters to
persevere in business. If you hit a period where you can't go another
step, this book will make you feel like running a mile."

Lee Woodruff, #1 New York Times bestselling author

"Cheekys, which has a warehouse and office in New Plymouth and a retail outlet in nearby Fruitland, is perhaps the hottest thing going in this region of tiny towns and farms near the Oregon border...Now women around the world wear across their chests the company's arch-yet-proud slogans.", "How This Former Outback Steakhouse Waitress Built a $2.8 Million Retail Brand"

"Jessi's story teaches us never to give up on our dreams. Filled with both
inspiration and action, this book will get you back on the path to manifesting
your greatest vision, in business and beyond."—Mike Michalowicz, author of Profit First

Backroads Boss Lady isn't a business book. It's real life,
real emotion, and real inspiration for all women. Jessi Roberts proves once
again that success isn't about money, it's about honesty, friendship, hard
work, loyalty, and loving where you live, even when-or maybe especially
when-times are hard. Those are lessons all of us can use every day."—Vicki Myron, #1 New York Times bestselling author of Dewey

"Take it from someone
who has advised dozens of business owners: Backroads
Boss Lady
groundbreaking. Jessi Roberts breaks the mold of what a conventional
entrepreneur looks like and shatters every ceiling. This is more than a
business book; it's about family, parenting, friendship, community and living
your best life with integrity."
Fran Hauser, startup investor; former President, Digital at Time Inc.; author of The Myth of the Nice Girl