WELCOME HOME TO JAE’S PLACE: WHERE Life is better in boots!

Friends of the Jae Foundation,

My name is Kelsey Dietz, and I am honored to introduce myself as the new President of Jae’s Place. This role is more than a title—it’s a calling.

My journey with the Jae Foundation began long before I stepped into this position. I had the privilege of leading alongside Jason Vickrey, our founder, at TitleOne—leading on Jason’s team while the mission of the foundation was being put into motion. I still remember getting my Jae Boots in the back of a Cal Ranch in Burley. Those boots aren’t just leather and stitching to me—they represent bold conversations. Conversations that matter. Conversations that save lives.

I have a passion for leaning into the hard conversations—whether that’s in leadership, friendship, or walking alongside someone who needs hope. That passion is what drives me every day at Jae’s Place. And here’s what I know for sure: Life is Better in Boots!

MY PERSONAL MISSION & VALUES

As I step into this role, I lead with a personal mission:
Lean in. Lead. Level Up.

These words guide me daily—lean into challenges, lead with courage, and level up in every area of life and leadership.

My core values shape how I show up for this mission:

Trust – Building authentic relationships rooted in honesty and care.
Grit – Staying resilient and committed, even when the road gets tough.
Intentionality – Making every decision count, with purpose and clarity.
Improvement – Always striving to grow, learn, and do better—for myself and for those I serve.

Personal alignment with the Jae Foundation’s purpose to create life-changing Boot-Check moments and core values is easy. These principles guide how I lead and how we show up as a team.

At Jae’s Place, we live out our company values every day: Bold, Inclusive, Nimble, and Generous. Together, these values fuel a culture where hard conversations happen, hope is shared, and lives are changed. When we combine bold leadership with generosity, intentionality with inclusivity, and grit with nimbleness, we create spaces where people feel seen, valued, and wanted here.

JAE'S PLACE: THE HEARTBEAT OF SUSTAINABILITY

Behind every intentional moment we create—every Boot-Check conversation, every retreat, every outreach program—there’s a sustainability model making it possible. One such sustainability model for the foundation is Jae’s Place.

Every time you shop in our store, buy a ticket to an event, become a Boot-Check Certified Business, join the 200 Good Families program, or volunteer—you’re fueling the mission. You’re helping us create hope and a future for thousands of people.

When you shop at Jae’s Place, you’re not just buying boots, clothes, belts or hats—you’re investing in life-saving work. And we’ll keep saying it because it’s true: Life is Better in Boots!

BOOT-CHECK CERTIFIED BUSINESS: BUILDING STRONGER TEAMS AND CULTURE

Another exciting initiative tied to Jae’s Place sustainability model is our Boot-Check Certified Business program. This program is designed to value teams and promote mental health in the workplace.

By becoming Boot-Check Certified, businesses commit to:

Enhancing team building and strengthening workplace culture
Encouraging meaningful conversations that break the silence around mental health
Building lasting connections with other leaders in the program
Receiving ongoing support and resources from the Jae Foundation
Engaging in community events that unite businesses around a shared mission

We are blessed to call 81 businesses “Boot-Check Certified” with 21 alone getting their plaques in 2025. This group includes the City of Twin Falls, as the first government agency to take this step for mental health awareness and suicide prevention.

This program is more than a certification—it’s a movement. It equips leaders to create environments where employees feel seen, valued, and supported. And when businesses lean in, they help us create more Boot-Check moments across the community.

2025: A YEAR OF CONNECTION, COURAGE, AND GROWTH

This year was transformational for Jae’s Place:

We launched a new logo and tagline “Life is better in boots!” that reflects our bold vision for the future.
We introduced the Hat Bar, where guests can customize their own hats—a creative experience that’s become a favorite.
We began updating our clothing line to include more boutique-style pieces that pair perfectly with our western flair.

Since stepping into this role in August, I’ve seen incredible growth—not just in impact, but in our team. Jae’s Place is more than a store; it’s a space where people feel seen, valued, and wanted here.

Inside these walls, we witnessed:

Boot-Check moments sparked between friends
Guests sharing their stories for the first time
Volunteers comforting strangers who became family
People finding the courage to ask for help

Your support made this possible. Every visit, every purchase, every conversation added to the ripple of hope. And every time someone pulled on their Jae Boots, they carried a reminder: Life is Better in Boots.

MEET THE TEAM

Since August, our team has expanded in exciting ways:

Taylor Feriante – Loves giving people the experience of shopping at Jae’s Place.
Bailey Baker – Brings web development skills and incredible organization.
Abigail Dastrup – At just 17, with her first W-9 job, and already amazing with customers.
Kyrisa Scott – A dedicated volunteer turned team member, ready to lead our online packaging efforts.
Tracey Evans – A volunteer turned board member pours her heart into the store and the mission.
Malan Erke – Officially joined Jae’s Place crew s our Operations Lead. Malan is the woman behind Boot-Check Certified Business and Boot-Check Live. She supports the team in more ways than I can count and tells Jae’s Story with authenticity, creating meaningful Boot-Check moments everywhere she goes. A true partner in helping create sustainability to take the mission further, creating a new level of efficiency, teamwork and even friendship.

Our marketing team also grew from one to three:

Alex Shetler – Our OG marketing specialist, leads high-quality video production for all three brands in our Jae Family and heads marketing for our sister nonprofit, Boot-Check Sports Ranch.
Dylen Smalley – Our favorite local artist and the man behind the scenes for the Jae Foundation brand.
Kylee Mayer – Leads marketing for Jae’s Place with a sharp eye and western style that perfectly fits our Jae’s Place brand.

And of course, we couldn’t do this without the backbone of Jae’s Place:

Katie Locke, Stacy Johns, Keigan Riddle and Jenny Rocha – four incredible women who have curated not just clothing displays, but an environment of safety, fun, and the power of the purchase.

These ladies are part of the soul of Jae’s Place. From the earliest days to the busiest seasons, they have carried the mission with grit, heart, and a deep sense of ownership. They know the store inside and out because they helped build it—piece by piece, display by display, moment by moment.

All four play a vital role in our success, and Stacy and Katie continue to lead by example, guiding the team through change while honoring where it all began. They help keep both new and experienced team members aligned and focused, showing what leadership looks like in action.

Additionally and noteworthy, Katie, as our master boot expert, ordered and curated more than 6,000 pairs of boots that we put on the feet of high school seniors across the Magic Valley and Wyoming. Every pair represents a message of hope—and a reminder that Life is Better in Boots!

BOOT-CHECK LIVE: A NEW NAME, A BIGGER VISION

One of the most exciting developments this year was the evolution of our music initiative. What started as Nashville Nights has grown into something bigger, bolder, and more aligned with our mission: Boot-Check Live.

Here’s why the change matters:

A Common Language with a Clear Tie to Our Mission – Boot-Check anchors this initiative in the heart of the Jae Foundation. It reminds us why we do what we do: to create Boot-Check moments that encourage people to pause, check in, and keep going.
A Shift from ‘Nights’ to ‘Live’ – This isn’t just about live music—it’s a call to keep living, to choose life, and to help others do the same.
Honoring the Past, Expanding the Future – Our new logo keeps the iconic wings on the boot—a tribute to our Nashville roots—while opening the door to artists everywhere.

So… what is Boot-Check Live?

It’s a live music series where songs, art, and local flavor collide to break the silence around mental health.

Our first official Boot-Check Live event at the Double J Ranch was something special. The Sublette County community showed up big, and the spirit at the ranch reminded us all: there’s power in coming together, sharing our stories, and choosing to keep showing up—for ourselves and for one another.

And we’re just getting started. Because when we show up together, we prove again: Life is Better in Boots!

200 GOOD FAMILIES: BUILDING A FOUNDATION FOR THE FUTURE

In 2025, we welcomed 21 new families into our 200 Good Families program—a cornerstone of sustainability for the Jae Foundation.

This program ensures we can attract and retain top talent, fund life-saving initiatives, and remain a leader in creating mental health awareness and Boot-Check moments. Every family in this program is helping us build something eternal: a future where conversations about mental health are normal, hope is accessible, and lives are saved.

LOOKING AHEAD: THE VISION FOR 2026

As we step into a new year, our goals for Jae’s Place are clear and full of momentum:

Retail Expansion – Launching an online store to ship mission-driven products anywhere.
New Collections – More curated boutique + western pieces, plus mission-forward partnerships with vendors who believe in the work we do.
Community Connection – More Boot-Check Live nights, more events that matter, and deeper engagement with local businesses through the Boot-Check Certified Business Program.
Impact Through Retail – Every purchase continues to fund life-changing programs, retreats, and outreach efforts.

When you shop at Jae’s Place, you’re not just buying boots—you’re investing in hope. And we’ll keep saying it because it’s true: Life is Better in Boots!

WAYS TO GET INVOLVED

Shop at Jae’s Place– Every purchase fuels life-saving programs.
Join Boot-Check Live nights – Experience music, community, and connection. Stay tuned for our next event. Tickets will go fast! Be sure to get yours quick.
Become one of our 200 Good Families – Help sustain the mission for the long term.
Enroll your business in the Boot-Check Certified Business Program – Build stronger teams and promote mental health in your workplace.
Volunteer with the Jae Foundation– Be part of creating hope and a future.

WITH GRATITUDE

Thank you for making Jae’s Place more than a store. Thank you for helping us create a home—a space where people feel seen, valued, and wanted here.
As we close out 2025 and step boldly into 2026, I am grateful for you. Grateful for your kindness. Grateful for your belief in the mission. Grateful that you’re part of this family.
Here’s to more hope, more conversations, and more Boot-Check moments in the year ahead. We’re honored to walk this journey with you.
Warmly,
Kelsey Dietz, President of Jae’s Place
Life is Better in Boots!

Navigation:

Our Initiatives:

Resources: