Mom Crush Monday: Meet Jessica Jones, founder of Equestrian Gardens

1.) Equestrian Gardens was born from your love for horses and nature. How did you translate that passion into a thriving business model that caters to both animal care and human connection?

Equestrian Gardens emerged from my deep passion for horses and nature, and I translated this love into a thriving business model by always prioritizing the customer, especially in the context of horse shows. Throughout my career, customer-centricity has been a key principle in any business model I create. I consistently focus on understanding the needs, desires, and potential gaps in the experiences of various stakeholders – the horse, rider, owner, spectators, and trainers.

Recognizing the shared needs of these stakeholders, such as shade, water, and safety, as well as their desires for comfort, beauty, and elegance, I identified an opportunity in the market. Horse shows, while catering to some of these needs, left room for improvement. I saw a gap in delivering a truly breathtaking experience akin to what we find in public parks. I questioned why a horse show, being a destination and an experience, should be any less awe-inspiring.

By addressing these considerations and enhancing the overall experience for both horse and rider, I aimed to differentiate one show from the next. I envisioned that creating better, more immersive experiences could elevate the status of horse shows beyond mere competitions, making them memorable and distinctive. Moreover, I contemplated the positive impact such improvements could have on the community surrounding these events.

In essence, Equestrian Gardens seeks to transform horse shows into not just competitions but destinations that captivate, inspire, and leave a lasting impression on all involved, fostering a sense of community and appreciation for the beauty of nature and equestrian excellence.

2.) Equestrian Gardens offers more than just horseback riding. Can you tell us about some of the innovative programs and experiences you’ve developed to foster deeper connections between your participants and the horses?

Certainly! I’m thrilled to share details about one of our most exciting programs, the course decoration initiative, which has been instrumental in fostering deeper connections between participants and horses. This program is a dynamic and creative journey that unfolds through planning, innovative design, strategic sourcing, and collaborative installation, all conducted in partnership with the horse show operations team and the course designer.

Our approach involves integrating living arrangements into the show jumping ring, strategically placed to complement the exceptional jumps and complex courses. We go beyond traditional decorations by designing gardens within the jumps, around islands, and at the ingates, using living materials to bring a vibrant, natural element to the equestrian arena. This program not only enhances the aesthetic appeal of the course but also introduces an entirely new level of engagement and connection between the participants and the horses.

By infusing creativity into the very fabric of the course, we offer a unique experience that goes beyond the competition itself. The innovative use of living materials allows us to construct new concepts for jumps, providing a dynamic and ever-changing landscape for both riders and horses. The potential for innovation within this program is vast, and it serves as a testament to our commitment to creating memorable and meaningful experiences for all involved in the equestrian community.

In essence, the course decoration program is a reflection of our dedication to redefining the traditional horse show experience, fostering a deeper appreciation for the connection between participants and their equine partners while creating an immersive and visually stunning environment.

3.) Every business faces obstacles. Can you share a specific challenge you encountered at Equestrian Gardens and how your approach to leadership helped you overcome it?

Certainly! Scaling is indeed a universal challenge for businesses, and at Equestrian Gardens, it’s a multifaceted obstacle that I’ve encountered both in terms of business growth and physical limitations. Like many entrepreneurs, particularly women, I wear various hats, handling tasks ranging from transporting plants to high-profile networking events. However, a significant turning point arose when I faced a formidable challenge this past winter – an unexpected tick-borne disease causing intense joint pain and fatigue.

This health setback underscored the importance of not just business scalability but also personal resilience. As a leader, my approach to overcoming this challenge involved a strategic recalibration of skills and staffing to ensure that Equestrian Gardens can operate at its best despite the physical limitations I faced. Scaling, in this context, meant outsourcing tasks that could be more efficiently handled by others.

I carefully selected outsourcing relationships, such as partnering with Ali Sirota and Sirota Publications for PR, which has proven to be a key factor in our success. This strategic decision not only allowed me to maintain and enhance the business’s visibility but also freed up my time to focus on essential aspects of leadership and creativity. This recalibration of resources and responsibilities became a pivotal aspect of adapting to the challenges presented by the tick-borne illness.

Moreover, scaling also meant outsourcing certain aspects of my personal life to create space for priorities beyond the business realm. While I recognize the privilege that comes with such choices, it has been instrumental in maintaining a balance between professional and personal commitments. This adaptive approach to scaling, both in the business and personal spheres, has not only addressed immediate challenges but has also laid the groundwork for sustainable growth and resilience at Equestrian Gardens.

4.) Are there any exciting expansions or initiatives you’re planning to introduce?

Absolutely! In the coming year, Equestrian Gardens has some exciting expansions and initiatives on the horizon. While there are a few new channels slated for launch in 2025, what currently has me particularly thrilled is the overwhelming enthusiasm we’re witnessing in the market for two key aspects of our business.

Firstly, our private client business, where we offer bespoke garden experiences both at home and away at horse shows, has garnered significant interest. The personalized touch and immersive experiences we provide have resonated well with our clients. This segment is poised for further growth and innovation as we continue to tailor our offerings to meet the unique preferences and desires of our private clients.

Additionally, our course decoration work has been receiving remarkable attention. The creative and living elements we bring to the equestrian arena have captivated audiences, and the demand for our distinctive approach to course design is on the rise.

Looking ahead, our goal is not just limited to domestic growth but extends to international expansion. We envision taking Equestrian Gardens beyond borders, not only for the sake of business growth but also to immerse ourselves in diverse landscapes and cultures. This global perspective is intended to inspire us and bring back fresh, innovative ideas to enhance the experiences we offer to all our clients.

5.) What is your favorite song lyric?

My favorite song lyric, among the countless meaningful ones, is a simple yet profound mantra from Bob Marley: “Don’t worry about a thing, every little thing is going to be alright.” This lyric has been a comforting anchor for me throughout life’s journey, especially during times of uncertainty and transition.

Life has presented its fair share of challenges, from the profound experiences of death, divorce, and job loss to the joys of welcoming a beautiful and handsome son. Amidst these highs and lows, the lyric’s message resonates most when I find myself in the metaphorical hallway between two doors. It’s that uneasy, transitional phase when I’m on the brink of a pivot, and uncertainties loom large.

In these moments of questioning and doubt, I reflect on the lyric and the unfolding narrative of my life. Despite the pains and challenges, I find solace in the realization that, in the end, everything has a way of working out. The key, I’ve discovered, lies in maintaining focus and calm while navigating the hallway of change. This lyric serves as a reminder to trust the process and believe that, ultimately, everything will indeed be alright.