Blurred Lines: Marketing to the Long History of Female Gun Ownership

Nov 21, 2014
The history of firearms is not solely a man's story. I'm sure that statement provides little shock and awe, since in many ways, firearms manufacturers have been on the forefront of marketing to both men and women for hundreds of years.
Queen Anne Flintlock Pistol, .62 caliber. Buffalo Bill Center of the West, Cody, Wy, USA: Gift of Olin Corporation, Winchester Arms Collection.
As early as the 1700s, firearms makers did not limit their consumer base to strictly one gender. It colloquially was understood that some smaller pistols appealed to women for concealment. The first pocket pistol was actually named for a woman. The Queen Anne Flintlock Pistol was titled in honor of her Royal Highness of Great Britain (1665-1714). While men predominantly owned the standard model, a smaller variant was often referred to as a muff pistol. The term muff pistol initially was defined as any flintlock screw-barrel gun, like the Queen Anne, that was easily concealed inside a hand warmer. While women and men both wore muffs, it became an indirect acknowledgment of early female gun ownership. That is not to say women historically only used smaller guns. During the American Revolution (1775-1783), Deborah Sampson disguised herself as a man to serve in the Continental Army. And during westward expansion in the 19th century, female homesteaders armed themselves with shotguns and rifles. Icons like Annie Oakley expanded this presence on an international scale, proving women could shoot as sharp as anyone.
1920 Winchester Herold, Image of Female Hunter. Buffalo Bill Center of the West, Cody, Wy, USA
Firearms manufacturers embraced female gun ownership through advertisements featuring women as huntresses, sport shooters, and familial protectors. That trend continued and expanded into the 20th century as companies began to market firearm models specifically for women. Throughout the 1900s, women became increasingly more present in the firearms industry. And in 1948, Alice Bull, a competitive shooter, was the first woman to become a member of the NRA Board of Directors. The late 20th century, marked a turning point for women. Female gun ownership and their presence in the industry were growing exponentially. In 1989 alone the NRA began marketing in Ladies Home Journal; Women and Guns magazine premiered; Smith & Wesson re-released the Ladysmith; the National Shooting Sports Foundation began recording the number of women receiving hunting licenses; and I was born - OK the last one is not important. But in the past 25 years since, this trend has continued with no end in sight. Pimping out Your Pistol: From Pearl to Pink...and Purple
"Only a pimp from a cheap New Orleans whorehouse would carry a pearl-handled pistol" - Patton, 1970. Hopkins & Allen XL3 Double Action revolver, Gold-Plated, Pearl Grips. Belonged to noted Madame Cassie Waters, a brothel owner from Cody, WY in the early 20th century. Buffalo Bill Center of the West, Cody, Wy, USA: Gift of Larry and Betty Lou Sheerin.
The ways in which firearms manufacturers have marketed to men and women over the years is not an exact science and is far from perfect. Historically, men and women purchased the same types of firearms. And even if a woman bought a firearm like the LadySmith, it would appear similar to any other gun. In most cases, it was up to the personal preference of the owner if they wanted to "make it pretty". And in no way was customizing a firearm for aesthetics a gendered phenomenon. Embellishment often was more a sign of status than gender.
Smith & Wesson First Model LadySmith, .22 caliber, 1902-1906. Buffalo Bill Center of the West, Cody, WY, USA: Gift of Janet Jerome and daughters in memory of John K. Jerome
Traditionally, firearms, particularly revolvers, could be engraved, embellished with precious metals, and customized with ivory or pearl grips. With these types of enhancements, it can be difficult to reveal little more about the owner other than individual tastes. Until recently, embellishments blurred the lines of preconceived gender preferences. And today, with the popularization of polymers guns and cerakoting, consumers can purchase every color imaginable. To return to my earlier statement: Firearms history is not exclusively male. Similarly, today's colorful firearms are not just about women. Granted it can seem that way since pink, purple, and Tiffany blue are so popular right now. But colorful guns represent industry acknowledgment of a changing market and an attempt to appeal to a more diverse audience. And as a historian, I find it an awesome chapter in the history of firearms embellishment. --Ashley Hlebinsky Ashley Hiebinsky is Assistant Curator, Cody Firearms Museum