Equine Small Business Spotlight: Custom Conchos and Tack, LLC

By Lisa Skylis | email: skylisli@msu.edu

Are you ready to turn your horse hobby into an equine small business? Do you have what it takes to turn your passion into a career? Whether your dream business is a tack shop, freelance photography, a boarding barn, or anything else, it's crucial to learn how to set your business up for success before launching and learn from those who've already made the leap. The goal of this Equine Small Business Series is to guide you through the process of becoming a small business, be a resource for growing and maintaining your small business, and give real-life advice from equine professionals with an established small business. Read on and let's get to business!

It Began With Bling

A horse lover from birth, Tammy Cox grew up spending every hour she could with her childhood equines and was heavily involved in her local 4-H Horse & Pony program. Smitten with the equestrian world, she soon understood that horses would not just be a hobby, but a lifelong passion and career for her. As Tammy's dedication to starting her own equine small business grew, so did her talent for creating show-stopping, crystalcovered custom tack and conchos. “The crystal work,” Tammy explained, “is what started it all. It all started because I had a number of friends that are bigger ladies and trying to find a really nice shirt to show in was not so easy. I started at home where I do a lot of crystal work on clothes, tack, buckles, etc. Now I am known as the rhinestone saddles lady!”

Just outside of Mansfield, Ohio, Custom Conchos and Tack LLC was officially launched in as a small business in 2012. The family-run business purchased their current building, roughly between Cleveland and Columbus, in 2014 and recently acquired two mobile tack store trailers. Now, Custom Conchos and Tack is known for their wide saddle selection, flashy custom tack, fairly-priced show rental clothes, and stellar customer service. “We are able to provide one of a kind work on any budget.” Tammy continued, “Being able to provide a million dollar look without the million-dollar price tag. If you just can't part with that oldie but goodie saddle, I can overhaul and makeover used tack too!”

Contributing to the Community

While the initial investment is steep, after a few years, the perks of owning and operating your own equine tack and clothing store will begin to reveal themselves. After all, no one goes into any part of the horse industry to get rich – it's the passion that fuels you. When asked what her favorite part of operating a custom clothing business is, Tammy was quick to say that it's the community, not the money, that keep her coming back for more. “Meeting amazing people,” Tammy elaborated, “And helping out all levels of horse showing and budgets! It's not just owning a tack store, it's about being that shoulder to cry on when someone's having a very sad day. Finding affordable ways to help out everyone we can. And we are huge supporters of 4-H youth. We donate at least $1,000 a year for 4-H show awards and prizes.”

“Yes, it's great to make money but it's also great to meet the needs of our customers as they mean everything to us. The best equine businesses go the extra mile for our customers. They can truly see that we care about our customers and their equine friends!” She explained, “We offer flexible layaway, we give a discount to 4-H/FFA members, and have a rewards program for shopping with us. Every year, on the third Saturday of October, we do a customer appreciation day We give away about $2,000 worth of tack and merchandise and we provide a full dinner. This is our way of saying thank you to all our customers!”

When asked what the best investment (financial, time, or otherwise) that someone could make when starting out their business, Tammy was clear in her answer “Inventory!” The owner of Custom Conchos and Tack emphasized, “If you don't have a huge inventory it's very hard to make it. You must change with the times and, in some cases, you must change the styles about every six months to every year Tack is expensive; this is why so many businesses change over to boutique and leave the tack behind. Not here: we carry around 150-200 saddles in our store and on our trailers!”

Taking your Tack Business on the Road

When it came to reaching new customers, Custom Conchos and Tack went beyond basic advertising strategies and thought outside of the box. Be on the lookout for their bespoke mobile store on the grounds of many of Ohio's cowboy mounted shooting club events, breed shows, and county fairs! Custom Concho and Tack's mobile shop is available to set up at Ohio events or shows for no charge and often donates items for topscoring competitors at the show. As an added bonus, the event's showbill will be advertised on the equine small business' website, Google ads, in-store, and on social media. The mobile tack store can be customized to cater to the event's equestrians – whether they are cowboy mounted shooters, elegant hunter jumpers, or fiery barrel racers.

Often found at well-attended Ohio events such as the Knox County Fair and all of the Ohio Paint Horse Club's shows, this mobile store was Tammy's innovative approach connecting with a new audience of equestrians. “I had some friends that really wanted us to set up at their horse shows and fairs,” Tammy reasoned. “We just added a trailer for our second mobile store. So, now we are one big store and two mobile trailers!”

Looking to the Future

Unfortunately, the equine world is notoriously one of high effort for low profit and even long-established equine businesses will admit it can be a challenging balancing act. Tammy had some sage advice to offer to anyone still uncertain about launching their own custom equine clothes and tack store. “It's not as easy as you think. It's one of the hard businesses to make stick.” She encouraged future tack store owners, “But, it's a lot of fun! You should care about everyone that comes through your doors, weather they buy or not. It's all about their needs!”

As for Tammy, when she looks to the future, she has a clear vision for Custom Conchos and Tack, LLC. “Anything is possible!” She continued, “We now have two trailers for mobile horse stores. We are working on our online store and hope to have that up and running this summer.” Whatever the future holds, Tammy is proud to have funneled her passion for dressing equestrians in style and is looking forward to bringing the bling to her community, for years to come.

Sources: Thank you to Tammy Cox from Custom Conchos and Tack, LLC for allowing me to interview her, for her insight into the equine industry, and for the wonderful photos. If you live in Ohio and would like to see their saddlery in person, please stop by 2074 Ashland Road in Mansfield, Ohio 44905 or keep an eye out at your next horse show for their mobile store.

Sources for this article include a 2022 article from IBIS World titled “Clothing Boutiques in the US-Employment Statistics.” Extension Horses maintains a host of equine business-related articles from their Equine Business Network, visit: https://horses.extension.org/

2074 Ashland Rd., Mansfield, Ohio 44905 (567) 560-4457

Email: customconchosandtack@gmail.com https://www.facebook.com/Customconchosandtack/

Lisa Skylis graduated from Michigan State University with a degree in Animal Science. She is a professional freelance writer. Lisa’s work largely focuses on the equine industry When she’s not writing, Lisa can be found doting on the horses at her local therapeutic riding barn or entertaining her mischievous Golden Retriever, Roy Freelance inquiries can be sent to skylisli@msu.edu

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