Susan Wright is the co-owner of J.M. Capriola Co. in Elko, Nevada, which she and her husband, John Wright, purchased in 2014. While the business carries a long Western legacy, Susan brings an outside perspective shaped by her upbringing in agriculture and her focus on modern retail and brand development.

Born in Susanville, California, and raised on a farm in Standish, Susan has a background in crop science and livestock management. After moving to Elko, she worked as a certified medical billing specialist before transitioning into the family business. Since acquiring Capriola’s, she has played a key role in evolving the brand’s marketing, merchandising, and customer experience while maintaining its reputation for authenticity in the Western industry.

Susan’s approach blends traditional Western values with a forward-thinking retail strategy, emphasizing storytelling, product curation, and connection to the working cowboy lifestyle. Her work focuses on positioning heritage brands in a modern marketplace without losing their core identity.

Outside of business, she remains closely tied to agriculture as a wife, mother, and active participant in ranch and farm life often spending her time horseback or operating equipment. Her perspective is rooted in both lived experience and practical business application.