(My Why) Wednesday
WHO: Roderick Smith - Rod Enterprises LLC
WHAT: Ozarks Life - Local clothing and Lifestyle Store
WHERE: 221 E Commercial St., Springfield, MO
WHEN: Brick & Mortar 1 ½ years
WHY….. Dreaming and working to make a business successful
Ozarks Life
Around 2007 I found myself living in a loft apartment on C-Street. Alone for the first time, I was nervous in my new surroundings but plucking up my courage, I walked down my three flights of stairs and headed for the new coffee shop, Big Momma’s. As I walked in the door, I was greeted by Lyle Foster, the owner of the coffee shop, with a wide smile and a “Welcome to Big Momma’s!” I felt like I was home. I took my latte outside and sat staring at the buildings around me. It was vibrant, colorful and hopeful, much like the people I met that lived and worked there, the businesses, the street itself and my friend Rod Smith who made C-Street his business home.
I met Rod at 1 Million Cups, where he presented his business idea. He was in the process of moving his business into a brick and mortar store on C-Street with the dream of expanding his business globally. He was, and is passionate and committed to his dream.
Rod owns Ozarks Life, a local clothing and lifestyle store, and in his words “Rooted in the Ozarks, built for anyone who values creativity, and bigger thinking.” The store sells shirts, shorts, hats and more under the brand names Rod has trademarked including, Rodn Eggs which is his own lifestyle brand, It also includes Alliróg. Rod also has a faith based brand called Aroctee which includes scriptures printed backwards so you can read them in a mirrored image.
Ozark’s Life
Anyone that ventures into business on C-Street has a unique perspective on the world because it’s not easy to change people’s minds about a place that, in the past, has been forgotten, but there is an optimism that persists and drives more and more business to open their doors on this historic street, and by the way, one of my favorite places.
Roderick grew up in Springfield. He went to school here, played basketball in high school, and then worked in the grocery business before deciding to pursue his dream on C-Street. When I walked into his store the first time, I could see his vision, the one he had talked about the year before. It’s a gorgeous place and it fits him perfectly.
I’ve heard him talk about the dream he has for himself and the dream he hopes others feel about “becoming stronger, to dream bigger, to be proud of where you come from and to stop letting the world define who you are.” “Every brand in his store stands for something. Alliróg is the evolution of strength. Ozarks Life is proof that greatness can come from overlooked places. RodnEggz is for the dreamers, bold enough to hatch differently. Together, they represent one belief. What you wear reflects what you stand for.” Rod started this journey with one idea “Greatness doesn’t ask for permission, it simply begins. One idea, one shirt, one person at a time.”
“What you wear reflects what you stand for”
He and I talked about business several times, because I’ve been hanging out on the entrepreneur limb since I was 27 years old. It is a scary place to be at times, but every person that starts a business has certain personality traits, eternal optimism, perseverance, and a high tolerance for pain. We will take risks that others won’t take and we will question our life choices on a daily basis, but still move forward anyway. There is something in knowing that you are the one deciding how your life will look and it takes courage to continue even when it feels like you might not be able to push that rock up the hill before financial disaster occurs. No, it’s not the life for everyone but for the few and the committed, it’s a dream.
Talking about business
It’s A wonderful life
Rod says the movie of his life would be “It’s a Wonderful Life” because perception, outlook and gratitude mean more than the actual events happening in the reality of our lives. He has a strong desire to make this business a success, but the thing nobody prepares you for is that you might know what you are doing, but you do not know what to do! You are trying to build a system for your business having never done it before.
Talking to Rod one day, I shared my own journey of starting a new business. When I started my restaurant in December of 2008, my daughter and I had never owned a restaurant, I couldn’t cook and my daughter was pregnant with her first child. We opened with no fanfare, which in hindsight was for the best. The community came in to see what this new coffee shop was all about (thanks to Lyle at Big Momma’s for giving me inspiration). Curiosity got them in the door, but their love and kindness kept us in business. They wanted to see us succeed because they saw how hard we were working and they watched us pivot and grow our business.
Rod has been paying it forward his entire life. He lives a life of service and I’ve watched his kindness in action. I know how hard he is working to make his business grow, and I encourage you to make a trip to C-Street and see what he is doing at his shop. Make a decision to reflect what you stand for and invest in a local business. I promise, it will be appreciated.
Ozark’s Life is located at historical C-Street, 211 E Commercial Street, Springfield, MO.
(417) 307-0881
Find him at ozarkslife.com
And at Ozarks life apparel on FB
Ozarks Life
211 E Commercial Street,
Springfield, MO
Open Tuesday - Saturday
You can find me selling houses at House Theory Realty when I’m not out exploring the Ozarks.

