When Cathy Mace Frietsch and her husband moved from Houston to Round Top, they had a vision. The couple purchased and renovated a group of landmark buildings at 550 N. Washington Street, opening Stone Cellar Restaurant & Jon Perez Lounge, The Mark Speakeasy, and restoring the historic Round Top Dance Hall.
Then Frietsch turned her eye to what she loves most: the world of high-end fashion and design.
Shoppers who traverse the dirt pathways and gravel parking lots during the Round Top Antiques + Design Show know style, says Frietsch. Cowboy hats, peasant dresses, cute jeans, broken-in yet stylish boots—looks that move effortlessly from white tablecloth luncheons on through an afternoon of mud, wind, and glaring sun, keeping them chic as they power shop among the hundreds of white tents that populate the area during “The Show.” Frietsch knew that Round Top was ready for someone to tap into that aesthetic and create a truly couture shopping experience.
The Frietschs debuted Rockabilly Baroness in 2019, founding the store on a sense of style that embodies the Western mystique, says Frietsch. Located within their growing style and entertainment complex, The 550 District, the boutique caters to fashion-forward shoppers who appreciate the panache of well-made designer pieces.
From boots to bags, everything is meticulously crafted. The shop’s millinery collection features Thunderbird hats by Allen Wilkerson, whose work is “off the charts,” says Frietsch. Other makers include Carlos Hernandez, M. Renee Designs, Rebecca Brannon’s leather and hide coats and bags, Viva Denverado luxury vintage, handwoven Chimayo jackets, and Suede & Honey designs by artist Courtney Jansky. The pièce de resistance? An expansive “boot room” with a dreamy array of vintage boots in a rainbow of colors and exotic leathers, including boots from Frietsch’s own Cathy Collection of haute-upcycled creations.
Rockabilly Baroness is the anchor store within The 550 Market, says Frietsch, a curated collection of luxury shops offering everything from art to furniture to jewelry and vintage clothing. This hub for haute design has gained even more momentum with the addition of Rockabilly Baroness Director of Operations Christoph Ayala, who spent years as a stylist and runway director for Italian and French fashion houses, including Versace and Balmain.
“I love mixing the fashion experience I have from Miami, New York, LA—I call it luxury Western,” says Ayala.
The Western aesthetic is trending not only in the U.S. but internationally, he reveals. From billionaire tech moguls to A-list pop stars, luxury Western is hot. It’s a relaxed-yet-polished look that can take you places without looking like you’re working at it.
“We have customers from Italy, Brazil, France. That great Americana look never loses its aura,” says Ayala.
He says that global pop star Shakira recently wore fashions by Rockabilly Baroness.
“We styled Shakira, first in San Antonio, then in Houston. It was a private photo shoot for her traveling tour.”
The high fashion scene in Round Top continues to expand its influence. Now, multiple runway events are held during the spring and fall shows, prominent among them, The 550 Market Red Carpet Fashion Show inside the historic Round Top Dance Hall.
Rockabilly and The 550 Market are the perfect ecosystem for fashion and art, says Frietsch.
“I want the beauty to shine through—unique pieces you won’t find anywhere else in the country,” she says.
“We are at the helm of such a great mixture of fashion and furniture,” adds Ayala.
The Rodeo Drive of Round Top, if you will.