Brand Feature: Equine Elixirs

In the spirit of community over competition, I'm excited to continue the Brand Feature Series. Each month, I feature another woman owned equestrian small business that I love. This month we get to know Liz & Kim, the team behind Equine Elixirs!


Tell us about your business. 
Equine Elixirs formulates, manufactures and distributes an innovative line of FEI and USEF safe equine supplements made for winning, naturally. 

Tell me a bit about the beginning of the business.

 Liz: After developing Ulceraser for my own horse, Bella, I received requests from other riders who were in need of a gastric supplement that worked.  When I realized that people were actively looking for natural, nutritious, effective and affordable supplements, I felt that it was a challenge I wanted to undertake.  

Kim: When Liz started Equine Elixirs, I still owned a consulting company and helped her with marketing on the side. After the first few years, I told her that she was the most demanding non-paying client I ever had, and that was when we decided to own the business together and move forward as partners. 

What is your favorite thing about owning the business?

 Liz: Every day is exciting and no two days are the same. I love having the freedom to create new and unique products that our customers and their horses love. I take tremendous pride in every product we create and the customer service we provide. It's extremely rewarding hearing from our customers on a daily basis because we feel like an integral part in each horse's nutritional program and success.

Kim: I love bringing the products to life by giving them personalities that our customers want to engage with. It brings me immense joy when our customers share their successes with us, in person and on social media, and treat us as a part of their teams. 

What has been the biggest challenge of owning the business?

Liz: Making sure to secure a reliable network of suppliers of the highest quality natural ingredients so that even during the Covid related supply chain issues, our customers know that they can rely on Equine Elixirs to deliver the products their horses rely on.

Kim: The departments I manage (eCommerce, social media, PR, branding, etc.) are notorious for moving fast and changing constantly. We put in enormous effort to stay informed and make every single touch point with our brand a delight. 

What is the biggest risk you have taken so far with the business?
Tummy Gummies! The process of developing the gummies involved chemists, food scientists, custom machinery experts, and more. While we had done extensive testing early on, we knew there was a chance that people might not take to the idea of gummies for their horses. We have been so delighted with the response to the gummies (from our 2 and 4 legged customers), that we are still working hard to meet the demand. The gummies go straight from the assembly line into boxes, and out the door. We never have them on our shelves! 

What is some advice you would give to entrepreneurs?
Surround yourself with people who are experts in their area and who share your passion for what your company stands for.

Tell us about some fun things customers can expect to see in 2022.
Towards the end of 2022 we are expecting to launch several new products. We will give you one hint…each one will have a classic Equine Elixirs twist to it. We’re also planning on opening up our first retail store for customers to be able to shop our products in person!

1 comment

  • Meriel Millot

    Sounds amazing. Do you supply customers in Britain?

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