Vendor Spotlight: Personalized Products and Equine Outfitters
When Carrie Gunst started Personalized Products in 1988, she had only a folding table and a brass engraver. She sold name plates and Walsh halters at horse shows, taking her operation from its base in Hartford, WI, to venues across the Midwest. As her business expanded, so did the store: Gunst invested in more machinery, larger trailers to travel to shows, opened a brick-and-mortar shop as she expanded her range of customizable tack and apparel, and launched Equine Outfitters, a line of horse clothing.
“It took me until 1990 to get my first embroidering machine. I had a small 20-foot, pull-behind trailer that I bought by cashing in my savings bonds from all my aunts and uncles. I took the old farm truck and started going to horse shows with my manual engraver and my little one-needle embroidery machine,” recalled Gunst, explaining that now, her business boasts 25 embroidery machines, nine sewing machines, and a 44-foot mobile rig.
Personalized Products has been a staple at the Capital Challenge Horse Show since 1995, supplying the show’s branded souvenirs and award prizes. Every championship rider and their groom also receive a certificate to their booth, redeemable for a CCHS jacket or article of clothing that Gunst or her assistant, Charlotte Ruff, will help customize.
“We have the best job because we get to see all these great people who have worked so hard and won,” said Gunst. “During show week, it gets very competitive among the barns because it’s a big deal to show off that you won at the Capital Challenge. It's like having a Super Bowl ring.”
As a vendor, the sense of community at the Capital Challenge Horse Show is what keeps Gunst and Ruff coming back year after year, as well as connecting with loyal customers who visit the booth to get outfitted for the fall season or even finish their holiday shopping.
“The Capital Challenge is definitely a family,” noted Gunst. “The horse show puts a lot of effort into making sure not only the vendors, but the exhibitors, the staff, and everybody are happy. They appreciate everyone who comes to the show.”
As for what to look out for in 2025, Ruff revealed that a fan-favorite souvenir will return. “We are making the custom sweaters again that were really popular last year. They sold out by the end of the first weekend of the show last year, so this year we will be able to give the hunter and jumper riders a chance to get them,” she shared.
Be sure to visit the Personalized Products booth at this year’s show to place an order from their wide selection of products, and stop by the Capital Challenge Horse Show souvenir shop to take home a keepsake made by Personalized Products.