Fashion and Function

Think off-body carry for women is just a niche market? Think again.

Claudia Chisholm is a dedicated leader and advocate within the women’s personal defense space, serving as the driving force behind the growth and innovation of Gun Tote’n Mamas (GTM), a pioneer and leader in off-body firearm carry. With a passion for empowering women to confidently exercise their Second Amendment rights, she plays a key role in shaping the brand’s mission of blending fashion with function to create serious protection for women.

Under her leadership, award-winning GTM continues to provide high-quality concealed carry handbags and accessories designed specifically for women who refuse to compromise on style, safety, or performance. Chisholm is committed to educating and equipping women with practical solutions for everyday carry, ensuring they feel prepared and protected in every environment.

Chisholm built her career in both retail and the luggage industry, where she learned about product design, leather quality, sustainable sourcing, and products that are made to last. Her dedication to innovation, customer connection, and responsible firearm ownership has helped position Gun Tote’n Mamas as a trusted name in the women’s concealed carry market.

SHOT Business: What do you think are the biggest challenges our industry will face in the next five years?

Claudia Chisholm: The biggest challenge is, and will be, the retailers. Too many still are not comfortable not only selling to women, but understanding it for what it is—a continually escalating trend that is not being covered in their marketing, sales training, hiring, merchandising, and solid path to profitability. With women making about 85 percent of all retail purchases in the USA, why would anyone in retail not do everything in their power to capitalize on this demographic? Retailers must be able to spot trends and capitalize on them or lose their relevance.

SB: What opportunities do you see?

CC: A much improved retail experience! From all of our research, conversations, and longevity in this market, by simply making stores as friendly and welcoming as possible for women (including families) the business will come. Retailers need to commit to offering the right product mix, the willingness to educate, and provide proper employee training. Doing so will create a lifelong customer relationship through trust and understanding. This is all the do’s and don’ts we learn in Retail 101, and doing this alone will see immediate results. Making the stores a safe destination where everyone thinks of you as the go-to place will bring immediate results. It can be the smallest store in the smallest town, but as long as it is an inviting environment, like a local diner or coffee shop, you will see immediate results.

SB: When you get up in the morning, what gets you excited about working in the industry?

CC: LOL. Always, it is what trouble can I cause today. That covers everything from creating an unexpected design (trust me, I have had my share of dogs!) to challenging a customer on how to improve their dollar-per-square-foot sales.

SB: How will you meet the expectations of your customers?

CC: We are committed to meeting the needs of our customers by offering safe, functional, and highly crafted products year after year. GTM handbags are specifically designed around safe firearm orientation with dedicated compartments, reinforced construction, and separation from everyday items.

Additionally, there is a strong need for this product in the market, but an even stronger need for safe education. GTM understands the importance of safe off-body firearm carry. Safety is engineered into every product; it’s not an afterthought. Every GTM product is thoroughly tested in the field before coming to market. We ask instructors around the country to trash the bags so we are confident we have crafted these to stand up to the expectations of these nationally known professionals. 

SB: In a very competitive world, how does GTM stay ahead of the pack?

CC: GTM sets the standard for excellence in the concealed carry handbag industry through sustainable materials, design innovation, and safety-first luggage construction. USA cowhides are known for being the highest quality globally. It’s the same leather used in many luxury handbags. We understand the importance of a product that holds up with everyday life while maintaining safe firearm carry. We understand that quality equals safety when it comes to concealed carry handbags.

SB: Only a few years ago, off-body carry seemed to languish in a backwater. What brought it front and center?

CC: This is due to the exponential interest, growth, participation, and overall concern and fear in today’s world for women wanting to take control of their own and their family’s safety. In addition, athletic wear, dresses, business attire, and fitted fashion made on-body carry impractical for many and thus an urgent need for off-body carry arose. We know that off-body carry is now the number one preferred method to carry for women. When handled correctly, it can allow a faster draw than on-body carry.

SB: GTM seems to have carved out a real niche with concealed carry purses designed specifically for women: stylish, discreet, and made for actual daily use. How did you accomplish this?

CC: These handbags must be functional, regardless of style trends, and size. One size does not fit all. When we first entered the market, only right-handed drawability was available; a shocking omission when you consider that 10 percent of the market is left-handed. And, due to my luggage background, I was stunned to learn that embedded wire cable was not being used in shoulder straps. Being able to provide timeless designs mixed with quality materials based on commonsense problem solving from years of background knowledge made all this come together.

SB: As you know very well, over the past few years, millions of women have decided to buy a firearm for concealed carry use. This obviously creates a market opportunity for you. And yet, there are retailers who are struggling to connect with this important market. What advice would you give them to help them serve this customer?

CC: First, please refer to my comments above, which are directed to retailers. I spent 20 years in the specialty and department store environments. This gives me a unique understanding from both the sales floor to the factory floor.

I think the biggest thing for a retailer to understand is that women want to be respected. We are willing—and want—to spend our money, but a store needs to respect a customer that has chosen them as a place to spend their hard-earned money. Do what is necessary to make them feel you are the right choice. Don’t give them a reason to shop on Amazon. The famous retailer Marshall Field wrote a book called “Give The Lady What She Wants.” It is still part of my personal business library because it’s the basic bible of solid customer service.

The women’s concealed carry market isn’t a trend; it’s a structural and seismic shift in the industry that is not only here to stay, but is the only growth demographic in the industry. Retailers who adapt will grow. Retailers who assume the old model still applies will struggle or fail. The opportunity is enormous, but it requires listening and a willingness to evolve. gtmoriginal.com