The Rugged Co. set for grand opening

From left, Jess, holding daughter Addilee, and Corey Cole. (Submitted photo)
From left, Jess, holding daughter Addilee, and Corey Cole. (Submitted photo)

By Mark Ambrogi

While shopping with his wife Jess on a Valentine’s Day, Corey Cole realized how many stores revolve around women.

He started to ponder about a store for men with manly products.

“I’ve always been entrepreneurial,” he said. “I wanted to create American-made high-quality products that people can afford.”

Corey worked for Angie’s List as a advertising sales consultant before deciding in October 2014 it was time to pursue a second degree in liberal arts from Indiana Wesleyan University. Corey then decided to start The Rugged Company online ( two months later.

But now he has his storefront in the 1 of One Art Gallery, 942 Maple Ave., Noblesville. The grand opening will be at 4:15 p.m. Oct. 24.

Cole said there will be a sneak peak at a full clothing line at the event.

The Coles, both 29, live in Pendleton with their 20-month-old daughter Addilee. Jess is originally from Noblesville. Corey grew up in Indianapolis before moving to Brownstown at age 15.

Store products include beard oils, natural soaps, leather cuffs, wooden combs and straight razors. There is also lip mud, which is The Rugged Company’s version of lip balm.

There is also a specialty line of T-shirts and wooden cases for shaving kits.

“We plan on launching five or six new products every six months,” said Corey, who has a degree from Ball State in special education.

Corey said the products are all 100 percent natural. The accessories are handcrafted.

“It’s essentially my thing, but I couldn’t do without her,” Corey said of his wife. “She handles all the organization stuff that I have no clue how to do and no desire to do.”

The Toolbox Men’s Supply Co., Indianapolis, carries Corey’s products.

“The goal is to get The Rugged Company products in 100 retail stores across the nation, outside of Hamilton County,” Corey said.

“I don’t want any other stores in Hamilton County because that would be competing against me.

The story and gallery will be open from 11 a.m. to 8 p.m., Thursday through Saturday.