By Annelise Klepper
Portraits by Dustin Persek
Horses have always been a part of Whitney Persek’s life, but she never would have anticipated that her first Appaloosa pony, Blue Cheese, would be her introduction to a lifelong career in the equestrian industry. Whitney grew up riding and competing horses, but after having children, she took a step back from riding. Three years ago, however, she and her family moved to a horse farm, fulfilling her childhood dream of having horses on her property. “There is something incredibly grounding and full-circle about that,” Whitney said. “That lived experience is the foundation of Dapper Darling.”
Whitney Persek founded Dapper Darling, an equestrian brand that specializes in wholesome, USEF-approved ingredient horse treats, riding apparel and lifestyle pieces. She has used her passion to carve out a name for herself in equestrian business and is now inspiring other women entrepreneurs to do the same.
Dapper Darling began as a grassroots operation. Whitney has always been passionate about baking and trying new recipes, so it was only a matter of time before she began combining her love of horses with her knack for creativity in the kitchen. The journey started at home, with two experimental treats, and Whitney’s horses as the first taste-testers.
“What surprised me was how quickly that creative outlet turned into something bigger. As I spoke with other riders, one need kept coming up: truly gluten-free options. So many equestrians live with celiac disease, and they wanted treats they could handle safely without giving up quality or ingredients. That stuck with me. I set out to create a gluten-free treat that I would be proud to feed my own horses, and that’s when the hobby became a business,” Whitney said. “I’m picky about what my horses eat, and I’m even pickier about what I’d sell to someone else. If it isn’t something I’d confidently give to my own horses, it doesn’t belong in the brand. That standard shapes everything we make.
“Our treats are a labor of love,” Whitney continued. “Every recipe is developed carefully, and every batch is made with time and attention. I use a specific drying process so the treats are long-lasting and shelf-stable without needing preservatives. Keeping them natural and wholesome is non-negotiable for me. Everything is made to order, which means customers receive the freshest treats possible.”
Whitney’s commitment to providing her customers with the highest-quality treats has been integral to the success of Dapper Darling. “The response has been incredibly humbling. Some customers have supported Dapper Darling since the beginning, and many new ones find us through word of mouth,” she explained. “Often it’s a barnmate who shared a treat and said, ‘You have to try these.’ Hearing things like, ‘This is the only treat my horse will eat,’ or, ‘This is the only brand I trust,’ still feels surreal. Knowing Dapper Darling is part of barns and routines all over the country is something I’m deeply grateful for.”
Dapper Darling grew from there. At pop-ups, customers began remarking on the Dapper Darling logo and how they would love to wear it. Whitney integrated her love for fashion into the business, introducing a line of jewelry, apparel, bags and other lifestyle items. “I created the logo with my children in mind: ‘Dapper’ for my son and ‘Darling’ for my two daughters,” Whitney said. “The ‘D’ horse bit intertwined with flowers represents our connection to each other, our connection to horses and the joy they bring to our lives. We started with a few pieces: necklaces, bracelets, shirts, sweatshirts and cups featuring the logo. The response was immediate. Equestrians loved it, and so did plenty of people who just appreciate great design and a little horse-girl energy. Over time, the collection expanded in a way that feels true to the brand.”
Starting a new brand is never easy, especially considering Whitney had begun Dapper Darling only a few months after moving across the country. “There were definitely moments of doubt,” Whitney remembered. “The horse-treat space already had established brands, and I found myself comparing and wondering if I was behind. But even when I questioned my pace, I never questioned my product. I knew it was good, and I knew it was different. Eventually, I realized that ‘different’ was exactly the point.”
Being a woman entrepreneur comes with an added layer of challenges. Whitney remembered, for instance, a time when she was alone at a vendor event and a man made inappropriate sexual remarks. Challenges like these have taught Whitney to “set clear expectations and healthy limits.” On the flip side, her business has allowed her to connect with other female business owners. “I’ve been amazed by how many women-owned equestrian small businesses genuinely want to see one another succeed. There’s a real spirit of collaboration and encouragement. We show up, share advice, celebrate wins and help each other grow. That kind of support is a gift,” she said.
Dapper Darling has grown as Whitney has evolved as a businesswoman. “Early on, I tried to do everything. I wanted to make everyone happy, and, as with anything in life, you can’t. I offered too many options, chased every idea and stretched myself thin. It was not a long-term plan,” she said. “Today, I keep our core offerings strong. I focus on the staple treats customers look for year-round, and I pair them with thoughtfully curated seasonal releases to keep things fresh and exciting. That shift lets me manage production well without sacrificing creativity.”
The brand’s ethos is sustainability and intentionality, which reflects itself in the way Whitney approaches her work. “I’ve learned that evolving doesn’t always mean adding more. Sometimes it means doing less, but doing it exceptionally well. I’m shaping this business in a way that protects quality, consistency and my own capacity, while still delivering the heart of what Dapper Darling is meant to be,” Whitney added. “Blending thoughtfully-made treats with wearable pieces that celebrate the equestrian lifestyle felt seamless because it’s all rooted in what I genuinely love. That authenticity is still the heartbeat of Dapper Darling today.”
The move to the farm brought not only a new chapter for the business, but a deeply personal one for Whitney as a rider. “We currently have three horses on our property. A few months after moving to the farm, we purchased a beautiful Thoroughbred. I remember asking God for a sign that she was the right horse for me, and I ended up getting two,” Whitney recalled. “She was born on my birthday, March 30th, and her name was Seventeen, the same number my daughter was assigned at school. It felt meant to be. She has been the kindest horse, and I’m so grateful for the bond we share.”
That bond was put to the test when Whitney suffered a serious fall. “About a year ago, I had a bad fall that truly shook me,” she said. “When I was younger, before I had kids, I don’t think it would have affected me the same way. Back then, I’d fall and get thrown into jumps. I even remember losing consciousness after being thrown into a tree while vaulting, and my first thought was always, When can I ride again?” But now, life has changed for Whitney. “My sense of responsibility to my family and to myself has shifted. I’m much more aware of the need to be careful. I joke with my friends that I don’t ride in the wind anymore because my confidence just isn’t what it used to be.”
Rebuilding that confidence required the same intentionality Whitney brings to her business. “After the fall, I was honestly terrified to ride Seventeen again. It wasn’t her fault. I knew I needed to grow and rebuild my confidence for both of us,” she reflected. Through Dapper Darling, Whitney had come into contact with an exceptional trainer, Amelia Nowicki. “Within the past year, I reached out to see if she had room for me. I was nervous about riding with a trainer again, but Amelia has been the most amazing confidence booster. The best trainers don’t just improve your riding, they transform your partnership with your horse and quietly rebuild your confidence, one ride at a time. She is one of the kindest, most thoughtful people I know, and I feel so lucky to ride with her at Hidden Valley Farm. I’ve grown so much as a rider because of her, and that growth has been invaluable to my partnership with Seventeen.”
Having riding facilities close to home has been another gift. “I’m also incredibly grateful to have an arena on our property. Not only does it give me a place to ride, but it also lets me give lessons to my kids whenever they want. We have the sweetest little pony, and it has been such a joy for them,” Whitney shared. “I’ve always believed that the love of horses is something that lives in your blood. You’re either born with it or you’re not. My older two, Sloane and Dempsey, enjoy the horses, but my youngest, Winslett, was born with it. She absolutely loves the pony and is eager to take lessons. She’s the one who always wants to be out with the animals, the first to help muck stalls or feed. She’s my little equestrian in the making.”
Whitney expressed her gratitude for the closeness of her family throughout this journey. “They’ve helped with vendor set-ups and tear-downs, seen the long nights in the kitchen and watched me make mistakes and keep going. They have been incredibly encouraging, and I know that my children are learning what it looks like to build something from the ground up with resilience, creativity and heart,” she commented. “My husband and children are incredibly proud of the business—and I am too. Dapper Darling is more than a business; it’s woven into our family’s story. Having their support means more than words could say. While they will say I built this, the truth is I could never have done it without them. It stands as a reflection of our shared hard work.”
The farm itself has become the heartbeat of the Persek family’s daily life. “My husband Dustin, the kids and I truly cherish our life on the farm. There’s something so special about having the animals woven into our everyday rhythm. As the weather turns warmer, our mornings often begin with coffee and breakfast in hand, walking down to the barn while the kids run off to play. Those simple routines have become some of my favorite moments,” Whitney said. “I’ve come to love this time together in a way I never expected, being present not just with my family, but with the life we’ve built around us. This is the life I always dreamed of, and now I get to see it through my children’s eyes, which makes it even more meaningful.”
It is a life Whitney spent years working toward. “There are so many small, magical moments: swimming in the pool while the horses graze quietly in the pasture beside us, trail riding with my husband on our property, or hearing the soft sound of the horses neighing in the evening as we head in for the night. In those moments, it all feels real,” she reflected. “For so long, this life felt just out of reach. Now I find myself quietly reflecting on how far we’ve come, almost as if I’m speaking to my younger self: We did it. We’re living the dream.”
Whitney’s mission goes beyond her brand. She wants to create a world in which others feel it’s possible to pursue their dreams. “If there’s one thing I hope readers take away, it’s this: It’s never too late to go after what you want. You don’t need a perfect plan or every detail figured out. You just need the courage to start. There will be mistakes. There will be setbacks. There will be moments when you question yourself. That is part of building something real. Learn, adjust and keep moving forward,” Whitney advised. “Building Dapper Darling has given me a confidence I didn’t even realize I was missing. Creating something from the ground up has stretched me, strengthened me and surprised me. Watching the brand carve out its own place in the equestrian world and truly hold its own has been both humbling and empowering. Growth comes from courage and consistency, and from showing up even when things feel uncertain. If there’s something on your heart, something you feel called to create, pursue it. You might surprise yourself with what’s possible.”
Follow her on Instagram @the.dapper.darling on social media or visit thedapperdarling.com
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