Interview: Jordan McCabe | Living North

Interview: Jordan McCabe


aztec diamond equestrian
Living North caught up with local entrepreneur Jordan McCabe, founder of Aztec Diamond Equestrian, about how she turned her teenage passion for horses into a global brand

At just 23 years old, North East-based Jordan McCabe’s equestrian clothing brand has already reached £1 million in sales. As the brand continues to go from strength to strength, we chat to the North East Business Executive’s Young Business Person of the Year (2018) to find out the secrets of her success.

What inspired you to launch Aztec Diamond Equestrian?
All throughout my teens I had horses and I used to show jump. It was quite hard to afford all the clothing and I found there was a niche in the market for an affordable, fashionable equestrian brand. As cliché as it sounds, since I was young this was all I ever wanted to do – I have files of drawings from when I was 10 years old!

Tell me about the type of products that you provide?
We supply everything from leisurewear to competition apparel. I also have a children’s range which is available online now. It’s very much a high street version of an equestrian brand – before I launched the brand, everything was very classical or extremely expensive. There was nothing in the middle for girls of my age, who didn’t have £300 to spend on a pair of breeches. 

The brand has an extensive online following – would you say social media has played a key role in the brand’s success?
Social media has been completely vital. I didn’t spend a penny on marketing in the first two and a half years and I would say even today, 90 percent of our sales come from Instagram.

Would you say the brand is most popular in the UK or does it have more of an international influence?
It’s very much an international brand – 40 percent of our sales go to the UK and 60 percent go elsewhere. We have a large portion of customers from the US, as well as distributors in Dubai and Australia. 

You started the brand when you were 18 years old. What advice would you give to other young women who are looking to launch a business?
I would say do your research and use your initiative. You don't know everything so make sure you take criticism and learn from people who have more experience than you. 

Where would you like the brand to be in five years’ time?
I definitely want to crack America. If I look at our followers on Instagram, there’s a five percent difference in total between followers from the US and followers from the UK. The sales don’t currently reflect that so I think the next step is to get a warehouse in America.  

You have mentioned previously that you provide womenswear and childrenswear – do you have any plans to expand into menswear?
It’s definitely something I’ve thought about as there’s a niche in the market for a fashionable men’s equestrian brand at the same price point. At the moment however, I just don't have the capacity or the time to launch a men’s range – we’ve already doubled sales from last year and everything just moves so fast! 

You’re from the North East and have offices based in County Durham – what would you say your favourite thing is about the North East?
Business-wise, I think the friendliness of the region – there’s always somebody who wants to help. There’s quite a lot of organisations in the North East, such as the Entrepreneurs’ Forum, that were incredibly supportive when we were starting up.

Published in: November 2018

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