Cieli Equestrian

The last few days have been busy for the Cieli duo, with the launch of their range in Western Shoppe. For a brand that launched on the 20th of February 2021, this is quite a coup and really demonstrates the speed with which this brand has taken off in South Africa.

Started and run by Mari-Lize Giovannoni and Brittany du Toit, both with backgrounds in design, fashion and marketing, the brand looked set to be a success from the outset. But even the dynamic pair themselves could not have anticipated such a meteoric ascent to equestrian fame.

It is rare to go to a show now and not see the Cieli label prominently displayed on the caps, jodhpurs, belts and riding shirts of those in attendance. It is unusual for a brand to have such an impact, so quickly, but the equestrian community has really embraced the Cieli style wholeheartedly.

ORIGINS

Mari-Lize and Brittany were introduced to each other just before lockdown 2020 and instantly realised their shared vision. Together they crafted the concept of Cieli Equestrian: a heavily Italian-fashion influenced, quality, yet affordable equestrian brand. Their similar taste, design ideals and work-ethic made them an unbeatable pairing from the very beginning.

As Mari-Lize describes “The brand started with a name and three colours. We chose the name for its meaning in Italian, ‘from the heavens’ and when we saw the word ‘Cieli’ written out we knew it was perfect. The word has a strong meaning and a unisex appeal and it is just perfect to describe our style. In terms of the three colours we selected navy, grey and orange. We weren’t sure at the outset if this would limit us, but we love the colours and know how versatile they can be. Each of our ranges will also incorporate different pantones but these are our core colours.”

STYLE

When asked where they draw their style inspiration, Britt is clear: “Italy. We love Italian fashion and translating it into this world and setting creates a unique look. Plus, we both have our own unique styles – Mari-Lize is much more sporty and I’m quite classical. Combining these two really creates Cieli – it’s sleek, yet sporty.”

Mari-Lize continues “We’ve taken some big risks, but we love the stuff we create so we trust that. For instance for our orange jodhpurs, we had to dye huge quantities of material in that colour. Of course it was a risk but it has certainly paid off. We love them and it seems our customers do too!”

Quality, price and design must all come together to meet the needs of the equestrian.

– Mari-Lize Giovannoni

FUTURE

The future certainly looks bright for Cieli. When asked about their partnership with Western Shoppe, Britt responds enthusiastically “We have so much to learn from them. They’ve been successful in this space for so long, and to be able to work with them is really a dream come true. It’s all about convenience for our customers as well. Whilst everyone can still order online or find us at shows, they can now go into a physical store and pick up the items. Customer convenience and satisfaction is key for us.”

THE PROCESS

The pair describe their process as beginning with the receipt of material swatches. As Britt describes “We source material from South Africa, Europe, and the rest of the world and then when it arrives we sit down with it and get a feel for it. The fabric often inspires the design. We see a fabric and we know what we can do with it. Recently we received a honeycomb fabric and I instantly knew what I wanted to do with it. I then go away and draw some designs, and MariLize and I sit down a couple of days later to look at them together and make adjustments. We very rarely disagree but we always tweak each others’ designs to get things absolutely perfect.”

Another key part of the Cieli process is the testing. Mari-Lize describes “To ensure our fabrics stand up to the test we get big samples and put them to work, before we commit to using them. We put them in the washing machine, we expose them to Velcro, we rub them all over the horses…We really make sure they are quality and will last.”

In terms of future ranges, the pair were coy. They explain that there will be some new colours and items hitting the shelves soon, but weren’t willing to reveal any more. They explain, “We get asked to do a lot of different items and colours, and we just want to make sure that everything we put out into the market has the hallmark of our style and quality. We don’t want to compromise on that, and produce quantity over quality. We are looking to expand into other markets and to create new ranges, but we’ll only do it when we are absolutely happy with the product. Basically, you’ll have to wait and see what we do next!”

In terms of selling the brand further afield, Mari-Lize said “With Britt going overseas to Ireland we’re hoping that she can take the brand there and grow it in Europe. Similarly, we’ll be looking to work with Western Shoppe on opportunities for expansion. It’s a very exciting time for us.”

For Cieli, it seems, the sky may not be the limit. We wish them well, and look forward to seeing where this exciting brand goes next.

TIPS FOR BUYING A SECONDHAND HORSEBOX

1. Make sure that you inspect the horsebox thoroughly or get someone knowledgeable to do this for you. 2. Lift the mats in the box and check the condition of the floor and ramps, prodding and poking to check for softness. Rotten, wet or damaged floors are dangerous. 3. Check that the ramps are not too heavy. 4. Check that the electrics work. It is especially important to make sure that the electrical connection on the box’s lights isn’t corroded. 5. Look at any springs or hinges and see if they are in good condition. 6. Ensure all tyres are in good condition. 7. Hitch up and take the box for a test drive to see how it handles. 8. Ask to see any paperwork related to servicing or repairs.