You are listening to the Horse Radio.

Network, part of the Equine Network family.

This is episode 141 of the Wisdom by Wes show on the Horse Radio Network.

This is Mike Dennell, I'm Kasey Wilbanks.

And this is Sofia Yagela.

Welcome to Wisdom by WESA on the Horse Radio Network, part of the Equine Network family.

This podcast is brought to you by the Western and English Sales association wessa, which provides the world's largest trade events for retailers, manufacturers and sales representatives of the equestrian industry.

In this podcast we feature exclusive interviews with noteworthy Western and English personalities, retailers and exhibitors who you've always wanted to talk to.

Don't miss out on all the news for manufacturers and retailers in the Equine industry as retail buyers are gearing up for the January WESA trade show.

Sophia what is the best way to get in touch if they have any questions?

Amy Dill is their direct contact and she's always happy to help anyone.

She is our Executive director so there really isn't a better person to contact @WESA.

So they can call our 800 number or email@adilssatrader.com but they can also DM US and social media at Westside Tradeshow across platforms, for example Instagram and Facebook.

What's one of the most common questions you receive from retailers?

I'd say how to get badges is probably the most frequently asked question.

The short process is explained on our website, but again we're happy to walk anybody through the registration process if they contact us.

But just to quickly summarize, you start by creating an account on Westside.com, submit a few documents basically disproving you own or buy for a Western English store.

After the approval you can register online for free.

And just a quick reminder, the pre registration ends on December 31st.

That is coming up very very soon.

What other resources can you share with everybody?

So many resources you can choose among the website, for example the FAQs for more kind of quick answers.

Then we also publish editorials.

You of course have the retail roundup, but then we also have the app, the directory and on site monitors.

And I always mention this but it really does come in handy.

Downloading the app is my number one tip, so just make sure you download the free WhatsApp tradeshow app today.

Jennifer Palmer, a former school teacher and the wife of a horse trainer, had a strong belief that there was a market for contoured show blankets in the cutting and raining world.

So she designed some and today cutting up show blankets which markets to retailers and online to trainers and competitors throughout the country.

Recently the company introduced a brand new product line featuring blankets with a built in pad which will be marketed to barrel racers and ropers.

Jennifer joins us today to bring us up to date.

Well, Jennifer Palmer, thanks so much for taking time out of what I know is a very busy day for you to talk to us at Wisdom by Wesa.

Well, thank you for having me.

I mean, this is going to be a fun show.

It always is for our audience's benefit.

Jennifer and I had a little conversation before the show, so I know a little bit more about her business and how the things we want to emphasize.

But it's an interesting story in that this isn't, you're not someone who grew up in the business world or running companies or whatever.

You had a belief and yet that belief was that there was a role and a market for contoured show saddles.

Your husband, who is a trainer said there wasn't.

And today you've got a successful business.

Why don't you kind of walk us through that whole process.

So we produce contoured show blankets.

Oh, I'm sorry, what did I say?

Saddles.

That's okay.

Oh, well, thank God the saddles were already contoured.

But so before we brought our product to the market, what was used in the show world before was basically a rug woven to the dimensions to cover an what we call an underpad or some people would call a work pad that the people usually will work their horses in that is not very pretty on a day to day basis.

And then when it comes time to show, they put this cover over it to make the pretty picture basically because when we're performing, especially at judged events, we want to look pretty, look good.

And everything before us was basically a rug.

So it was just flat where ours.

It has a curve built into the pattern and so it lifts at the withers and then the rear, just like the horse's back does and just like the underside of your saddle does, which means there's no bundle of wool mess or anywhere, anywhere.

It's just seamless.

Well, I mean the, the concept is that it fits, it fits differently but it looks good.

And I think that's probably one of the key selling points.

Let's talk a bit about the creative side.

I'm going to have Casey join in here in a minute because she's put on far more saddle pads and blankets than I have in her life and still does.

But to me, it's not only the physical design of the product.

But as you said, people want to look good in while they're showing their horses.

And you've really kind of emphasized that as part of your product line.

So who does.

I mean, if you look on the website, there's all sorts of designs there, but where do those come from?

And then let's talk about how they get produced.

Okay, so the.

The way to sell a lot of show blankets is to bring lots of different options, lots of different patterns, because different people have different tastes.

Some disciplines want to change their shirt every, you know, type of event, what have you.

So they need different color schemes.

Ours, I grew up in the cutting horse industry, and that is the industry in which our contoured show blankets boomed in.

And our thing is really just pattern and look for that particular horse.

And so what we do is I collect pattern show blankets are different, built differently than flat blankets, as well as in that structurally, there are certain aspects that cannot be done in a contour show blanket.

For appearance, that can be done in a flat blanket.

But anyway, so because of that, I collect what I call inspiration photos.

It could be.

It could be a pattern in a vase.

It could be a pattern in a jacket or.

One of our most recent patterns was on the morning show on Apple tv.

I saw some cool curtains in the background and panned in and got a snapshot of the curtains in the background on the television.

Anyway, so I gather all these and then we send them over and we do what we call as our test patterns.

And we.

They do roughly around 100 test patterns or so a year, and they ship them over to us at the same time.

And then we select which ones we want to put in to production based on those patterns.

So how many of a specific pattern would you produce?

So we only produce 50 of each.

We make two different sizes because due to the contour shape and they fit differently and to accommodate all different styles of horses.

So we make so many in the small size, usually 15 in the small size and 35 in the big size.

And then once those are sold, that pattern goes into what we call retirement.

Oh, really?

So if I buy one of those 50, there's not going to be another thousand coming along behind me.

That looks just like it.

Yeah.

No, once those 50 are gone, they're gone forever.

The only way you can find them is if you find somebody that's willing to sell it, part with it.

Okay, and so how many patterns have you had since you started the company in, I think, 20, 19?

Yeah, a lot.

I don't even know off the top of my head.

We, the first two years we didn't do the 50 cap.

We didn't start that until just like barely, barely 2020.

But we had to because we were so new and variety is what sells the blankets.

We just made a whole bunch of patterns.

So we probably made three or 400 pattern works the first two years.

Granted those are not capped out as far as the 50 since then.

Each pattern lineup can be 35 to.

This last one we did in the spring was 52 different patterns.

So it, it's a big number.

Well, it is a big number and I want to, I promise to go to Casey, but if I'm a retail and I go to.

I go on the website and I see some patterns I think would sell in my markets, I've got to compete for a portion of those 50 saddle pads.

Yes and no.

We open pre orders for a period of time and generally and since there's so many patterns, not all retailers serve the same markets.

Some retailers serve cutters, some serve ranch horses, some serve pleasure.

But so they, there's always a decent variety to accommodate the tastes of your clientele per se.

So it spreads pretty, pretty far.

I mean when you're talking about you know, 10 patterns that's 500 blankets.

So it's and, and we're talking we produce more than usually more 30ish or more in a pattern set.

So it doesn't, it's, it is a competition but it's not as what you would not.

It's not a scary competition in that sense as far as to get the product.

That's fair enough.

Casey, it's time for you to jump in here because you know more about saddle biceps than I do.

Well that and jewelry.

I guess I might that and jewelry.

Let's talk about the longevity of your pads.

A few things just the life expectancy of them and possibly getting the most out of them and how to really care for them and utilize them as long as possible.

Yeah.

So the our original cutting ups and we haven't even talked about the different things we've spun off on with the type blanket products but our typical cut nap is probably going to last.

That's our contoured show blanket around 10 years or so depending on how what discipline you use them in.

Some disciplines use them every time they walk to the herd or every time they go to compete.

Some disciplines use them for like that like the ranch pleasure or whatever each class and it doesn't get used very often.

Some use it with one particular shirt and anytime they wear that shirt, they wear that blanket.

So it really just depends on what discipline it is to however long it'll last.

Our premium product that we haven't discussed yet is, is a tighter woven contour blanket.

It took us several years for us to get to build that, to learn the technique needs to build the, the premium blanket.

Those are based off of some blankets we used to get that were flat back in the late 80s and early 90s in the cutting horn horse industry.

They're very, very tightly woven and they are very, very thin.

And we were only able to get them for a very short period, maybe six, eight years in that period.

And there are still people using those blankets today and that's like 30, 40 years away down the road.

So the premium will obviously have a very, very long life.

But the cut naps the original one, we expect those to be around a 10 year period or so.

I could get me one of those and it lasts for the rest of my life.

Mike.

Well, you're going to be able to, but we're going to get to that.

Continue where you are.

Yeah.

Let's talk about the techniques of, of making those different kinds of blankets and I'm assume I'm interested in knowing is it on a loom or I mean just a different way to create that.

So that was kind of what is our, our spin off I guess of them when we were, when they, when I finally argued with them enough to try and go ahead and start making these, they had to go back to the old hand looms.

Just a little show blank or saddle blanket history.

Most I would say probably 95% of the blankets purchased in the U.S.

flat blankets, any show blanket I guess is you produced in India.

They used to get them outsource them in Ukraine, but that's not so much anymore.

But those are, are made on what they call automatic looms.

And that sounds like it's super advanced.

No, it's still hand woven.

It's just they, it.

There's devices on them that make them more automatic, but it's still hand woven by a human being.

But ours are produced on the looms prior to that which were the older hand style hand looms.

And then they built this curved thing that they actually inserted on it and then they build the top level of the blanket around that curve device.

And with that the, everything at most of the factories over there had transitioned away from these loops.

So when we started building them and they started playing with them at first they couldn't get any Print or where the saddle sits.

We had to take all the pattern out of the top part of it.

And as they built them, they figured out how to add more and more detail.

And now almost our entire blankets can have a good amount of detail.

But when they realized that this was, that this was getting huge, we needed to produce more.

And so he went around.

The gentleman that I work with over there went around and started buying up those old hand loops from the other factories so that we could meet our, the, the, the demand anyway.

So they're hard to.

They're built on entirely different loom than flat blankets.

And they're hard to find because of that.

The quality would just be amazing.

And so it makes me wonder if, if somebody wants to purchase one, how do they spot an authentic?

Okay, so the authentics are different.

They are that tighter weave and authentic patterns.

Authentics have completely different patterns than the cut ups do.

The cutting ups are we do.

We do like I described before, where I do the test patterns all year or collect those and then we select which ones we want to produce and then we name them and put those to production.

The authentics are all based off of historic patterns, Native American art.

I research the different Native American groups on, on Facebook and what have you.

And I collect and we produce those from there.

Now the authentics, we only make 50 patterns a year in those and we only make one in each size.

So there are only 100 authentics made each year period.

They have tassels in the corners.

We put our tags under the wi on, on the underside on the withers instead of on the top of the upper side on the withers like we do in the cutting ups.

And, and they come, they're numbered and they come with a certificate of authenticity.

They are not super popular in anything else really.

But the cutting horse industry cutters typically buy a blanket for that horse for its entire career.

And those are typically the shoppers for those.

Those retail for a thousand dollars versus our cut nups that have a minimum retail pricing of 240.

So it's a big difference in price range too.

But it's very, very, very exclusive.

Exclusive product.

What is the best way to care for your blankets?

So Scotchgard, there are dry cleaners that can.

That will clean them.

They're.

They're a little harder to find, especially since we put a wither patch on them of leather.

They worry about that.

But scotch guarding every three months or so is the best way without cleaning them.

When you do dry clean them and move them, it kind of breaks down the fibers of the wool.

So it's better if we don't clean them, but if they get really dirty and you want them cleaned dry clean.

Only and don't use water, don't use the water hose.

No, there are some colors that will bleed and we never know for sure which ones are going to be the bleeders and which ones are not because they're all that.

That's another part of it.

People want to be asked all the time, are they New Zealand wool, are they this, are they that kind of wool?

No, I'm not going to tell you that they're one particular kind of wool because different walls just absorb different colors differently.

And so depending on the color of each blanket will determine what the best wool is for that blanket.

And so like I said, you don't know which color it might bleed.

So don't run water on it.

So if you're looking for more verification that these are quality blankets, I think the sponsored riders and the associations that you are partnered with will speak for itself.

And obviously you can't talk about each and every one of them.

There are multiple.

But I would love for you to talk about your relationship and your partnerships with those sponsored riders and some of the associations.

Well, the largest one is in Cha.

I grew up in the cutting horse industry and the cutters, when we launched these blankets made us.

I mean we exploded and then in turn trickled into the cow horse industry because, you know, those are two like sister sort of disciplines.

And so NCHA's sponsorship is outstanding as far as what we do that we make three specific patterns that they own in authentics each year.

And so their, each tripled crown champion receives a authentic show blanket in their had in their triple crown pattern.

And then each world champion receives a whole different pattern for the world champions.

And then they have a circuit champ finals champions and they, they have that pattern in that one as well.

We recently joined up with Paint American Paint Horse association and they do theirs a little different.

They give certificates to their, whichever classes and stuff that they want to give awards in and that then their, their members are able to choose from any of the products we make.

Like the, we make duffels with the blankets.

We make satchels and totes and rugs.

And so they are able to use their certificates not just for blankets but for some of the other products too.

It's, it's, there's a very long list.

Of, there's a lot.

And I would like to mention one, the American Row Porcelain Association.

It was started by Jay And Lindsay Wadhams that was originally from right here in Pueblo, Colorado I reside and the reason I want to mention that it is growing and growing and it's just really where it's at this rope horse fraternities are just going to keep growing and getting bigger.

So you're partnered with somebody and not just them a lot of associations that have a long standing history and a continued future of longevity so well in.

The rope course deal too with them creating the paternities and that's why I wanted wanted to back that was it's more it's becoming then more of a show event because they're judged and I see that I will I feel like there will be that transition to more show blankets more worrying about what they look like where roping traditionally has not been so worried about having the prettiest blankets in the world on their own courses.

But I feel like it's changing.

That's gonna.

That is that shift and and they've done a fabulous job.

That associate is amazing and so I wanted to be a part of that.

And our when we get our we're.

We have just introduced a new product this year that is the full it has the underpad built into it as well.

We partnered with 3S Custom Equine that product when we get where we can have more product in hand to be able to sponsor with that is where I'm gearing that actual product for is for the American Rail Force Maturity Association.

That's awesome.

So one thing I'm gathering from all of this if you become a retailer of your products so much information and knowledge behind it to help them sell to the best of their ability.

Yes.

And we try to make it.

We try to make it fun.

We try to like our test patterns when they come each year we do a test pattern sell where we kind of advertise them first and then let the retailers we draw for whoever gets to purchase what and pump up the retailers that participated in that.

We also have a trade back program with the show blankets where if a retailer purchases 10 blankets and when they get them say only five of them appealed to their actual clientele, they can when they want to order new blankets they can return the five blankets that didn't sell in their area and replenish with something new in stock.

And yeah so it works out good.

It just costs the shipping which I mean that's there's good and bad to that but that way they don't ever get stuck with blankets.

And then in turn what we do with those is we sponsor events with them and we have a built in pricing for show producers and show secretaries and associations.

Anyway, that's just a smidge over wholesale.

And those blankets go to those, those types of programs.

So it's a win, win for the retailers and it's a win for supporting our horse industry too.

Absolutely.

And Mike said he doesn't use horse blankets, but you also have area rugs.

So if he wants to spruce up his office, there is something for everybody after all.

Yes.

And the rugs are produced in the authentic patterns.

So if they miss out on those two blankets that are available and authentic and just love it, those are, those are what we produce the rug Fin.

So there's a Christmas gift for your wife, Mike.

Oh, there you go.

I got you.

Thank you.

She'll thank you.

Mike, I know you do not use saddle blankets.

However, you always have very great input from the business and the marketing side.

Well, I mean, I'm sitting here listening to this and it's so impressive because it's not like you went to school, got a business degree, worked for a big brand, decided to spin off and open your own.

I mean, you had an idea.

But what's impressive is not only are you the creative force, I mean, what's this blanket going to look like?

And let's do these and these and these.

But as you go through the merchandising and marketing programs that you've thought through for the retailer and you go through the programs that you have for your sponsored contestants and for the associations, so you're providing the entire, the entire role of being a manager of a growing small business.

Although I think you started with, you wanted an idea of something that would look good and now you're doing great.

Now you and I talk and I'm not going to push, but everybody we talk to on this show who are creative entrepreneurs, whatever, they always have something else up their sleeve.

I will tell you that.

Jennifer told me she does, but she won't tell me what it is.

So she won't tell you what it is.

But I think we're all going to be watching to see what's coming next out of her company, both in terms of product idea and marketing idea.

And Jennifer, I just, I've enjoyed tremendously chatting with you and listening to the enthusiasm that you approach this business and the breadth of your thinking in terms of this for retailers, these for shows, these for competitors.

I mean, congratulations, you're doing a great job.

No, thank you.

I appreciate it.

I won't take credit for it at all this was never a plan.

It just God put it on us and we did it.

And I know people say that all the time but literally I never intended to build this business.

God made it so it is.

Well, he created the opportunity but you've made it happen.

Well, thanks to him.

Thanks to him.

I won't argue.

Who would argue with that?

Yes.

Anyway, hey, thanks for the time.

We've enjoyed it.

Show notes and links from today's show can be found@wisdombywesa.com and if you got feedback, we'd love to hear it.

There's a contact link on that website.

The Wisdom by Wesley show will be published on the 15th and 30th of every month.

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