Since 2009, Chelsea Farmer has been designing and creating unique jewelry. Initially a hobby, HorseFeathers Gifts has quickly evolved into a lucrative business with a growing clientele. Launched as an online brand first, a Henderson a retail store location soon followed, the “adventures” as owner Chelsea Farmer describes them have since continued.
“In high school I had an internship at a bead store. I started working there, gradually began teaching classes, and eventually became the store manager,” Farmer said. “Our main goal at the store was to help people design jewelry. I was always making things. I started selling pieces that I created, and it just sort of evolved from there.”
Farmer who is a graduate of the Gemological Institute of America, credits her education paired with a love for detail as an attribute to the brand’s success. Each piece is truly a “one of a kind” item.
“All of our pieces are a limited batch. We generally only make a set amount of something, and that’s it. We either re-invent it or move on,” Farmer said. “It works well for us; our customers like to see what we come up with next.”
Previously sold in over 500 retailers in the U.S. and overseas, HorseFeathers prides themselves on the quality and diversity they create through their brand. Websites like Zulilly and Etsy have also featured their merchandise. Popular items like mood rings and stackable bracelets continue to be best sellers. Several of their bohemian themed pieces have even been spotted on popular television shows like Revenge, Big Little Lies, and Pretty Little Liars.
“We’ve become a very social business. Over 80 percent of our customers are repeat customers,” Farmer said. “Our customers are more like family.”
Through outlets like social media, HorseFeathers provides customers with a behind the scenes look at how their jewelry is created. According to Farmer, customers feel connected in intimate way with the brand and have been loyal throughout the years.
“Our customers do feel like they know us. We strive to be personable,” Farmer said. “Years ago, we had a traveling boutique and I think our customers really got the opportunity to watch us evolve from there. Many of them have been with us ever since.”
The HorseFeathers tribe so to speak, is compiled of owner Chelsea Farmer and four other team members, as well as the brand’s photographer whom she meets with weekly. Farmer noted that her successes are largely in part to the hard work of her team. Each of them use their unique talents to enrich the brand’s trademark charm.
Relatively new to Owensboro, but not western Kentucky, Farmer has big plans for HorseFeathers gifts within the upcoming year.
“Starting Dec. 16 our jewelry will be available in Studio Slant. We plan to start hosting some ‘girls night out’ type events. There will be ticket sales for these, which will include food and drink and an evening class,” Farmer said. “We hope to make this a fun and intimate experience with a project each time we meet.”
Studio Slant of Owensboro and The Farmer and the Frenchman of Henderson County are the set venues for these events.
Chelsea Farmer hopes to continue providing what she refers to as “joy” to her customers in a fresh and fun way.
“We’re just here to make people happy with fun jewelry. Happy and positive vibes are what we’re all about.”
Visit HorseFeathers or check out their new items inside Studio Slant.
