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Veronica Fly is a seasoned professional with over 30 years of experience in retail, currently serving as the owner of Dirt Road Rustics since November 2016. In this role, Veronica manages store operations, staff, supplier relationships, and P&L, while also focusing on merchandising, marketing, and inventory management to drive store brand growth. Prior experience includes serving as Store Manager and Online Store Manager at Aggieland Outfitters, where operational performance and customer service excellence were prioritized. Veronica also held significant roles at JC Penney, including Store Leader, where leadership and operational control were emphasized, and Field Recruiter, contributing to the development of recruiting processes and talent acquisition strategies.