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Friday, July 05 2013 / Published in Sidelines Feature

Gersemi Inspires Luxurious Beauty

By Dani Moritz

Maricela and Jan Alexandersson with fashions from their Gersemi collection. Photo by Jørgen Bak Rasmussen

Maricela and Jan Alexandersson with fashions from their Gersemi collection.
Photo by Jørgen Bak Rasmussen

 

Created in the image of the fashion brand Kyra K, an equestrian apparel brand developed with the inspiration of six-time Olympian Kyra Kyrklund, Gersemi has taken its place among top equestrian brands.

 

Jan Alexandersson, president and founder of Gersemi, established the brand in 2008 after he had an amicable parting of ways with the Kyra K brand, which he also helped develop. Gersemi, which follows a similar vision as Kyra K, launched its first collection in the spring of 2009.

 

Jan comes from an equestrian family, so he knows what riders want. His parents were breeders from the time he was born until their retirement, his sister was the Chef d’Equipe for the Swedish dressage team for more than 10 years and he worked as a groom and instructor before entering the world of equestrian retail in 1975.

 

Based in Sweden, his new high fashion women’s equestrian label is named after the Norse goddess Gersemi, whose name is synonymous with beauty. The goddess is also known to embrace the strength and serenity that radiates from within horses, so it makes sense that the brand is named after her.

 

Jan says the name was chosen because it symbolizes what Gersemi aims to inspire – beauty. “We thought that was a good name for a brand because that’s what we want to do and that’s what we want people to feel when they wear it.”

 

Keeping in line with the innovative style of its roots with Kyra K, Gersemi blends fashion and function to create a unique brand that adds a touch of style to equestrian sports. Gersemi introduces two collections every year, in addition to standard items like show jackets and breeches.

 

Gersemi outerwear makes a fashionable statement. Photo courtesy of Gersemi

Gersemi outerwear makes a fashionable statement.
Photo courtesy of Gersemi

“The style of the brand is functional, but fashionable,” said Jan. “I would say we are probably the most fashionable brand in the equestrian industry. We always have more functional pieces and then more fashionable pieces in the collections.”

 

Jan says the brand is also unique in that it is known for its garments showcasing extensive detail that is not usually found in equestrian apparel.

 

“Standard for Gersemi is the higher end fabrics and attention paid to what other brands may see as extras – from interior cell phone pockets, to velvet trim on inside seams, soft pocket lining and luxurious linings,” said Maricela Alexandersson. Maricela doubles as Jan’s wife and a Gersemi designer. She has been designing for the brand since 2011. Maricela works hard to create apparel that offers trendy looks without forfeiting comfort or usability by utilizing fabrics that offer flexibility, breathability and suitability for the various seasons.

 

“We aim to change the way people look at specialty apparel when it comes to riding clothes,” said Maricela. “We want the consumer to wear our clothes not only at the barn, but make our clothes fashionable enough to be able to wear them around town.”

 

The brand is also all-inclusive and draws in a wide variety of customers. “I would say Gersemi goes for all English riders,” said Jan. “We even have western riders that use our brand.”

 

Gersemi may be a relatively new name to the equestrian industry, buts it foundation offers a promising future for this fashion forward company.

 

For more information about Gersemi, or to browse its collections, visit Gersemi.se.

Gersemi polo shirts and breeches can be worn at the barn and around town as well. Photo courtesy of Gersemi

Gersemi polo shirts and breeches can be worn at the barn and around town as well.
Photo courtesy of Gersemi

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Tagged under: Along for The Ride, August cover story, August Sidelines Fashion issue, chef d'equipe, dani moritz, designers, equine magazine, fabrics, fashion designers, Gersemi, gersemi.se, high fashion, Jan Alexandersson, Kyra K, Maricela Alexandersson, sidelines-magazine, staff writer, sweden, Swedish fashion company

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Annette Longenecker wasn’t just born into horses Annette Longenecker wasn’t just born into horses—in a way, she was born into her career. She grew up in Mechanicsburg, Pennsylvania, where her parents ran a farm. Her mother taught, and her father had a jump business and then created one of the first horse show software programs: Ryegate Show Services, Inc.

Riding all her life, Annette spent many years as a groom and loved it, but knew it wasn’t what she wanted to do as a career. After she finished college, Annette’s father recruited her to help process entries at Ryegate. Since her father, Lloyd Longenecker, founded it in 1981, Ryegate has provided show management and office staff for some of the largest shows in the country. Now, Annette has taken over from her father and directed the company as it focuses on managing memberships and rankings for organizations such as the North American League, WIHS Championships and Equitation, Rolex/USEF Computer Ranking and National Medal Series (THIS NCM and Ariat NAM). Ryegate also provides scoring software for use with video walls, and production teams for hunter and jumper shows.

“Besides running Ryegate Show Services and its various organizations, I can be found in the show office, running a scoreboard or judging jumpers at most shows,” Annette said. “I love getting to wear a few different hats at the show.”

When she’s not busy at a show, Annette lives in Annville, Pennsylvania, with her “fur-baby,” Maggie Mae, and enjoys spending time with her many godchildren. Though she doesn’t currently own any horses, Annette rides when she can at Rolling Acres Farm with Patty Foster, Ashley Foster-Worthington and Mary Lisa Leffler.

Read this month unbridled with Annette Longenecker by clicking the link in our bio. Never miss a story by subscribing to Sidelines Magazine! 🦄
📸Photo by Sheryl Sutherby

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A column from Liz Halliday-Sharp herself The spor A column from Liz Halliday-Sharp herself 
The sport of eventing is a demanding and mentally challenging discipline that requires a combination of physical and mental fortitude from both the rider and horse. While having a coach can be incredibly beneficial, self-coaching can also play a crucial role in a rider’s success.

I think that given the opportunity, most riders would like to be coached every day. The reality of life in the horse world, however, is that the majority of us need to absorb as much from the lessons we have on a limited basis and then practice those skills at home to improve.

When I am riding, I try to have a plan for the horses each day and focus on what I’m looking to achieve. It’s important to be aware of the steady improvements rather than trying to solve everything all at once. This is especially important when teaching horses new movements or exercises that they might struggle with, and we need to give them time to learn and understand what we are asking for.

I have a couple of quotes that I use regularly when I’m teaching, and these are mottos that I hold myself to in my daily work as well.

The first is, “If you do what you have always done, you will get what you have always gotten.” This is a quote that was said to me many years ago when I was still motor racing and I keep it in the back of my mind each day. It’s easy to get stuck doing the same thing every day with your horse and bad habits are hard to break, from both riders and horses!

This leads me to my next quote, which is, “If what you are doing isn’t working, try something else.” It really is as simple as that! Many riders I see keep asking a horse to do something the same way over and over with an ongoing negative response and they wonder why things don’t get better. In these circumstances, I recommend that the rider change something, even if it’s wrong.

Read the full article by clicking the link in our bio! Don’t forget to keep your eye out for our April subscription!
📸Photo by Alex Banks Photography
The✨April issue✨ of Sidelines Magazine is here The✨April issue✨ of Sidelines Magazine is here and we are so excited to feature three-day eventer Liz Halliday on the cover! Big thanks to photographer Melissa Fuller for the beautiful photo of Liz and Cooley Nutcracker- Liz Halliday-Sharp - HS Eventing. Liz and her horses have taken the eventing world by storm - and find out how Liz is at the top of the sport as a female eventer! As the horse world gears up for the Land Rover Kentucky Three-Day Event 2023, it's the perfect time to enjoy our eventing issue!! We also feature eventer and woman entrepreneur Frankie Thieriot Stutes, who is not only an eventer, but also runs Athletux and FRANKIE CAMERON handbags and accessories. And don't miss our eventing story on Robert "Bobby" Costello, who will be leading the US Eventing team to the 2024 Paris Olympics- and US Equestrian has named Bobby the eventing technical advisor/chef d'equipe!! Liz, Frankie and Bobby all have GREAT stories - don't miss any of them and don't forget to get your tickets for the Land Rover Kentucky Three-Day event! We are also excited to introduce you to hunter-jumper rider Casey Lorusso Smith, who is not only a talented rider but also a psychotherapist and incorporates horses into her career. If you are up for adventure, then read the story on dressage rider Priscilla Baldwin who certainly doesn't let any grass grow under her feet! We also head to the west coast to catch up with hunter-jumper trainer Jim Hagman of Elvenstar Farm, we feature beautiful art by equestrian artist Tammy Tappan, and we get to know Miranda Jones and her family. Miranda is not only an attorney who spends a lot of time in the courthouse, but she's a rider and spends lots of time riding, and is joined by her daughters also! We are excited to feature Stephanie Lightner in our Unbridled column, and don't miss our columnists George Williams, Robert R.L. Jacobs and Margie Sugarman! It's a great issue - and you can read it online, but don't forget to go to the website and order a subscription and get every issue delivered to your mailbox!! Enjoy this issue and enjoy the ride: Link in bio!!
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