When Texans think of homecoming mums, two images come to our minds: the style of mums popular during our own high school years, and the gigantic mums we see today in social media.
The forces driving the evolution of homecoming mums are complicated and intertwined with the history of the state itself. The most important influencers by far are Texas women. Women are taste-makers and tradition-keepers, proud parents and serious entrepreneurs, and by focusing their superpowers through the lens of school spirit, they have created a niche industry that well exceeds $500 million annually. When it comes to homecoming mums, you might say that “Everything’s bigger in Texas” is both a statement of fact and a call to action.
Presenter:
Amy J. Schultz is the owner of Unplain Jane Studio, which blends her enthusiasm for photography, writing, people, and, as she puts it, “stories that hide in plain sight,” which perfectly describes the Texas homecoming mum tradition.
Amy’s interest in mums began as a photography study, which she turned into a multi-media art exhibit during her time as Artist-in-Residence at the Arlington Museum of Art. She continued her research and photography until MUMENTOUS became her first book, published by Atmosphere Press (Austin, TX) in 2023. Her book has since been adapted into a cultural heritage panel exhibit by the Texas Lakes Trail Region of the Texas Historical Commission. In early 2026, her original MUMENTOUS photography collection traveled to San Antonio as a part of the grand reopening for the UTSA Institute of Texan Cultures in its new location.
In her free time, Amy is writing her second book based on photographing nativity yard art in all fifty states. She also enjoys spending time spoiling her golden retriever Bentley and her husband Brian, in that order.