Alden Customs

Dear Alden Customs Family ✨,

It is with mixed emotions that we share some news today. After an incredible journey, we've decided to close the chapter on Alden Customs.

All good things must come to an end, but we hope this isn't "goodbye" forever. While we'd love nothing more than to continue serving you, we believe it's time to step back, regroup, and realign our goals for this business.

As a lifelong Morgan horse enthusiast (okay, let's be real, totally obsessed), my passion for the Morgan horse has taken me down every available avenue I could participate in and continue to educate myself as much as possible. From starting out in the Youth of the Year program and then to the Justin Morgan Horse Mastership Program, to competing as an AOTS exhibitor, a stallion owner, launching my own breeding program, and now working towards becoming a licensed official– however, I never intentionally planned on starting a clothing company.

It all began with a long-time friend outfitting me during competitions because other makers weren't financially feasible for me, and somehow, others started to take notice of what I was wearing. That's when I began making clothes for friends, then acquaintances, and eventually, it blossomed into Alden Customs.

Growing up in a single-parent household with an insatiable love for horses, my main goal was always to keep equestrian apparel affordable. How were we going to convert exhibitors from the booming academy divisions into performance riders purchasing horses? This was very much my lived experience. I felt that one key component was affordability. With a full-time job since I was 16, I've always seen Alden Customs as a hobby and my driving force was my commitment to helping grow our often cost-prohibitive industry, which meant consciously keeping our profit margins slim. In the 8 years we have been making outfits, we have not raised our prices once.

It meant choosing not to hire employees and working grueling 16+ hour days after my full-time job, dedicated to assisting other small businesses, and barn chores for my own herd. It meant never truly having a weekend, vacations that weren't entirely "disconnected," and date nights with my partner where I sneakily replied to Facebook messages under the table.

It meant, on occasion, refunding customers out of my own pocket, using any profit to send flowers to a customer after the loss of their horse or a devastating fall at a horse show, and skipping rides on my own heart horse to help narrow down fabric selections for a customer, but I intentionally made these choices.

Yet, in my day job consulting and helping other small businesses grow, I found myself neglecting the very advice I was offering others, simply because I lacked the time, energy, or structure to implement it in my own life. The burnout of small business owners is a very common experience for many, and despite my wealth of knowledge on how to avoid this, the passion I had to give back and grow an industry that had provided me so much clouded my better judgment.

Outfitting each and every one of you has been an absolute honor, and the connections we've formed along the way are priceless. Our core mission has always been to contribute to the industry's growth by making quality apparel affordable, but it unfortunately took a mental toll.

We're taking this time to wrap up all pending orders and, most importantly, to reevaluate how we can continue to serve you while maintaining our sanity and work-life balance. Please take this as a reminder that every single small business owner you encounter didn't get into this for the profit, but because of the passion they have for their specific industry. Yet in the days of Amazon Prime with 2-day shipping, the mentality towards small business owners is more critical, immediate, and demanding than ever. Be kind to one another, be understanding, and support small business. We're hopeful that someday we'll return, better than ever.

We will not be accepting new orders. We sincerely hope this is not the end of our story, but just a pause. We're grateful beyond words for your support and for being part of the Alden Customs family.

With heartfelt gratitude,
Bethea Alden Phelan

We shared our lovely client’s show photos yesterday in our monthly wrap-up over on Facebook and ya’ll went absolutely gaga over her rocking her dreamy pink brocade custom hunt coat! 🌸🦄 Barbie would totally approve of this fabulous equestrian style! 😍💖 We're all about embracing that fierce, feminine energy in and out the saddle, and this jacket was the perfect way to do it! 🌟

Tag your riding buddies who would totally slay in this Barbie-inspired look! 💕

Another successful month for our . Tag us in or forward us your show photos to be featured in our next round! ✨ Happy show season y'all!

All these ‘s are off to a great start for the 2023 show season! ✨ Tags us in your photos or share them with us via email for our next round!

As an adult amateur myself, I have always found inspiration in my fellow competitors. Their victories in the show ring, their flawless performances, and their unbreakable partnerships have pushed me to strive for greatness myself. Among those remarkable teams was Hagerbook Superman GCH and Amy Embury who epitomized grace and harmony.

However, life took a heartbreaking turn when Amy tragically and unexpectedly lost her beloved horse. My heart broke alongside hers, as did the hearts of all who had ever witnessed their extraordinary bond. Having experienced the kindness and generosity of the Morgan horse community first-hand during hard times, I wanted to reciprocate that kindness, so I reached out to Amy once her heart had some time to heal.

I expressed my deep admiration for her remarkable partnership and my condolences for her tremendous loss. While I knew that my words alone could do little to mend her pain, I hoped that my skill set as a clothier may provide her with a small measure of solace when she was ready. It took some time for our plans to come to fruition, but during that period Amy was building a new partnership with her young mare, SMSE Lois Lane, aptly named to pay homage to her late steed.

Together we carefully selected every detail of her outfit with meticulous care. However, I wanted to do something extra, something to honor her past while embracing the present. So, I decided to tuck a little surprise under the collar of the jacket. I told Amy prior to shipping, "I left you a little something to discover when it arrives."

When the package finally reached Amy's hands, her reaction filled me with joy. “OMG I’m crying. What a PERFECT little surprise and inspiration for this coat” she wrote. She was touched by the gesture, and I am grateful that Amy is now not only my adult amateur idol, but also my friend.

As she prepares to enter the ring at Gold Cup next week, we will be cheering loudly as we watch the live stream, knowing that she carries that special something hidden beneath her collar—a symbol of her enduring connection to her late horse and the unwavering devotion we have as equestrian athletes for the sport to get back on and ride. ✨

Trend Alert 🚨‼️Green has been one of our most popular colors this season! 💚❇️ Sage, mint, sea foam, emerald, hunter green, olive, chartreuse, and more!

If you’re green with envy shopping for your stand out look- we’ve got you covered. ✨

WE’ve been BUSY 🐝’s! Happy show season y’all! 😅🤗

What’s your first show of the season? Tell us in the comment section! ✨

Well, I have been pretty quiet on socials the last few weeks because I have been SO busy working on new exciting things to bring y’all… Dang am I excited for 2023 show season! Stay tuned for some excited new announcements 🤗✨

Do you have something from Alden Customs on your holiday wishlist? Not quite sure how to ask? Well we’re here to help! Fill out our form at the link blow and we’ll let your friends and family know the item you’re dreaming about! aldencustoms.com/wishlist

You have until November 25th for custom apparel and academy set orders- but consignment and ready to wear ships next day! 🎅🏻🎄

It's here, it's here, it's finally here! The Morgan Grand National & World Championship People's Choice Best Dressed Hunt Riders of 2022 hosted by Alden Customs!

Thank you for your patience with me compiling this as I battled a bug 🤒! Congratulations to all our winners! If you're a top 3 winner, DM me to claim your prize! 💙❤️💛🏆

Link in the bio!

It's here, it's here, it's finally here! The Morgan Grand National & World Championship People's Choice Best Dressed Hunt Riders of 2022 hosted by Alden Customs!

Thank you for your patience with me compiling this as I battled a bug 🤒! Congratulations to all our winners! If you're a top 3 winner, DM me to claim your prize! 💙❤️💛🏆

https://www.aldencustoms.com/post/morgan-grand-national-world-championship-people-s-choice-best-dressed-hunt-riders-of-2022

MGN 2022 Best Dressed Hunt Riders Each year that we run this best dressed competition, I'm so touched by the Morgan horse community. From fellow exhibitors casting votes for their hunt seat barn mates, to grandparents over the moon with pride at their grandchildren's first magical trip to Oklahoma city, riders who won, riders who di...

It’s just the beginning of the week but the votes are already rolling in! The People’s Choice Best Dressed Hunt Riders of the Morgan Grand National & World Championship is open NOW! Link in the bio! ✨🏆

Remember you can share on all social platforms and use our stickers on Instagram and TikTok to let your friends and barn mates know you’re a contender! 💪🏻🌹

It’s the most wonderful time of the year! ✨ The Morgan Grand National & World Championship starts in 5 days! Safe travels everyone!

✨The Grand National & World Championship Morgan Horse Show is 43 days away! Is your Best Dressed outfit ready?

Reminder: TODAY is the first🚨DEADLINE🚨to have orders in by to avoid our rush fee! Contact us today!