By Britney Grover
Jessica Jones’ earliest memory of riding is on a trail at Deep Hollow Ranch in Montauk, New York, with her father in the 1980s. “That one ride turned into summer camps found in New York Times classifieds, local barn lessons, pony leases and eventually my first horse, Velocious,” Jess said. It also led to a lifetime of riding and, eventually, creating her own business in a special equestrian niche—or rather, in creating special equestrian niches (and more).
After a career as a corporate technology executive, Jess has found her life enhanced by enhancing the lives of equestrians as the founder and CEO of Equestrian Gardens. “Equestrian Gardens began with one idea: to bring beauty, calm and creativity to equestrian spaces,” she said. “It’s now a full-service design and landscape company working with horse shows, private farms, venues and nonprofits.”
Jess grew up on the North Fork of Long Island and now—somewhat ironically—lives in Garden City, New York, where she serves as a trustee of the Garden City Historical Society and produces the town’s annual art show. She is mom to 14-year-old Carter, stepmom to 18-year-old Connor and 16-year-old Carolina, and shares life with her partner, Mark.
Described as “very competitive” and sometimes even “fierce,” Jess makes a point of surrounding herself with friends and family who help her maintain perspective—and that’s the kind of roots and grounding she brings to spaces with Equestrian Gardens as she seeks to connect people to beauty, belonging and each other.
Photo by Kind Media
What was your riding life like growing up?
My parents were what you’d now call “lighthouse parents.” They guided and encouraged me but always let me take the reins. When I was 8 and wanted riding lessons, my dad said, “Yes, but you have to make the call.” That moment shaped me: if I want something, I go after it.
My first horse, Velocious, was a small Junior Hunter who had competed at The National Horse Show held back then at Madison Square Garden. He won every hack class he entered. Velocious carried me from ponies to horses and taught me more than I could have imagined.
As a teen, I rode with Susie Humes and Pamela Polk. Susie introduced me to top-level competition, and Pamela—one of the most graceful hunter riders I’ve ever seen—taught me the art of elegance and feel. I was lucky to ride alongside a group of girls still in the sport today. Those years didn’t just shape my riding—they built the foundation for my work ethic, leadership style and creative drive.
What’s your involvement with horses now?
Today I ride with the support of amazing trainers I’ve worked with over the past three decades. They know what I need to feel confident in the ring and have matched me with incredible horses in both the hunter and jumper rings. My goal is to eventually have two young horses coming up and two actively showing in the Amateurs. I remember watching Stormy Goode ride when I was younger and thinking, That’s how I want to ride—forward, graceful and full of grit. That vision still guides me. I’ll be over 50 when I get there, but I will get there. The ring keeps me grounded and joyful, and I plan to stay in it as long as I can.
When did you start your company and what gave you the idea?
Equestrian Gardens officially launched in 2023, but its roots were planted long ago. My dad was an entrepreneur; my mom was an artist. My grandmother and aunts were master gardeners and horticultural leaders. Their quiet influence—through gardens, creativity and care—was always present in my life. I didn’t grow up thinking I’d start a garden-focused company, but looking back, it was always there waiting.
After 25 years in the corporate world, most recently at Salesforce, I stepped away in 2023 to focus on mental health, fitness, riding and family. In that space, I found clarity—and a calling. While visiting HITS Saugerties, a place that’s always inspired me as a creative and equestrian, I had a vision: What if we reimagined horse shows through the lens of nature? What if the show grounds themselves could be restorative, beautiful and inspiring?
That same day, I reintroduced myself to Joe Norick. I pitched the idea: elevate the show grounds with gardens and natural design. He said, “I love it. Let’s make it happen.” He introduced me to Rian Beals, vice president of horse show operations, and they set up a 20-by-20 tent to bring the concept to life. Since our first farm stand, of sorts, we’ve evolved into decorating rings, jumps and hospitality spaces, sponsorship activations and building incredible landscapes with nature. That collaboration was the spark.
Since then, I’ve grown the business from the ground up, invested in marketing and sponsorships, and continued building beautiful, meaningful landscapes. Equestrian Gardens is rooted in legacy, transformation and the power of a well-timed “yes.”
Photo by Kind Media
How has your role evolved as Equestrian Gardens has grown?
My role has evolved from doing everything myself to leading creative direction, guiding client vision and growing a network of top-tier collaborators. We have an incredibly talented team of designers, suppliers and architects who bring our visions to life. Each one brings creativity, precision and heart to every project, and I’m so grateful for them. We’re also lucky to work with amazing customers who continuously challenge us to think big, dream boldly and reimagine what’s possible. That spirit of collaboration is what keeps this business alive and thriving. While I focus more on strategy and partnerships today, I still stay close to the work. I believe great design starts in the dirt. That hands-on connection keeps the vision honest—and growing.
What’s the best part about having an equestrian company?
Getting to create something beautiful and meaningful in a world I love. The equestrian community is filled with passionate, visionary people. Designing spaces that enhance their experience—whether a peaceful rest spot or a show-stopping planter—is deeply rewarding. And personally, being outdoors, working with plants and blending creativity with nature has changed my life. It keeps me grounded, inspired and in motion.
What challenges do you face?
Scaling the business while protecting the vision, balancing high design with installation realities, and encouraging clients to take creative risks—to try something new. There’s safety in the familiar, but magic happens when someone says, “Let’s go for it.” That’s where transformation lives.
Photo courtesy of Jess Jones
What great things have happened because of your business?
So many. We’ve been able to: reinvent the private farm experience—prioritizing the horse first, with thoughtful circulation at the core; contribute to nonprofits like Green Is The New Blue and LIU Vet School; repurpose materials from shows to support rescues and youth gardens; build lasting partnerships with innovative leaders in the sport; and, perhaps most meaningful, be around horses almost every day. It’s a life that blends purpose, creativity and connection. And I wouldn’t trade it for anything.
What are your goals for yourself?
To stay healthy, keep riding and keep dreaming big
What advice would you give to other women considering entering the business world within the equestrian market?
Start before you’re ready. Don’t wait for perfect. Ask for help. Own your vision. And most of all—keep going. Even when it’s hard. Especially when it’s hard. You don’t need to have it all figured out—you just need a spark and the courage to follow it. Your breakthrough might be closer than you think.
What’s the best thing about your life?
Waking up every day to do work that feels aligned with my purpose, my values and my joy. Being a mom, being surrounded by a community I love and building something that’s growing roots—that’s the gift.
What’s the best-kept secret about what you do?
This is just the beginning.
For more information, visit equestriangardens.com
