On The Road with Joanna “Joey” Wolffer
“Balancing Riding and Styling”
– Where are you currently located?
I live on the Lower East Side in NYC.
– Where are you originally from?
New York City.
– When and where did you start riding?
I started riding when I was 6 at our farm out in Sagaponack, New York. It was merely a field and a small barn at that point. We had a couple ponies, horses and a donkey named Jeffrey.
– If there is a story about why you started riding, please tell.
I was an animal lover from birth. My Mom grew up riding in England and so when my father began building the farm, we all jumped on board. I became obsessed from the get go. I was at the barn all day. My first and favorite pony was a little white Shetland pony named Sneakers. We only had grass rings at that point and every time he jumped a jump, he would stop right upon landing and put his head down to eat grass – sending me flying!
– Can you list some highlights from your junior and amateur years?
Growing up at a barn where your Dad is constantly bringing new horses in and then selling them, I really got to ride a lot of different kinds – some great, some lunatics. I did however have a great large pony named Wait for the Beep whom I got to ride at all the indoors and Devon. He was a star and I unfortunately outgrew him very quickly. I was also very lucky that my trainer at the time, Timmy Kees, let me show his client’s horse for a summer, a horse called So No Wonder who was incredible. We won everything in the Children’s Hunters which at 11 was very exciting for me. I was also lucky to have a great equitation horse in my later junior years called Cascoin who I also went to all the finals with including Madison Square Garden. We were a great team and he went on to do the equitation for 10 more years! I have been so lucky to ride so many different kinds of horses. It taught me a lot.
– What horses do you currently ride and show?
I am now thrilled to have an amazing Dutch warmblood called Antonov who I am starting to show this FTI WEF circuit in the Modified Adult Amateur Jumpers with a goal of moving up to the Low Amateur Jumpers in the next few weeks. He is 7 years old and with all my travel and work, I don’t get to ride enough, but I am really looking forward to showing him.
– Who do you train with?
Mary Manfredi and Peter Lutz.
– Can you tell everyone a bit about The Styleliner? How did it start?
The Styleliner is a potato chip delivery truck come high end boutique. I started the truck in June 2010 with a vision of bringing interesting global designers right to the customer rather than in a traditional bricks and mortar way. The world is changing, so you have to look at retail in a different way as well. Everyone has turned to online but I also believe that the customer likes to touch and interact with the product, so I thought why not bring the goods directly to the customer. While in the Hamptons during the summer, I drive to people’s houses all summer long. It is a great way to get an exclusive experience in your own backyard! The truck has now turned into much more. We park in different cities and do pop ups all over the East Coast.
– Is it hard juggling The Styleliner with your show schedule?
Absolutely! Work is always my priority because riding is my hobby. I have high hopes for my brand, but I know that it takes dedication that can be challenging to juggle with a show schedule. Florida is great because it allows me to do both.
– What are your hopes for The Styleliner?
My dream is to make The Styleliner an international brand. I want to be the go-to retailer for accessories while also selling my line wholesale. I currently design bags that are sold in Harvey Nichols in London, but I want to grow to jewelry as well. Bricks and mortar may be in the future, but I love the concepts of mobile retail and it has been a fantastic way to get noticed.
– What are your riding goals for this year?
I want to move up to at least the Low Amateur Jumpers.
– What are two things you always have with you?
My puppy, Chili P, and Fresh Brand Chapstick.
– What is your favorite horse show?
I love FTI WEF, but I also love The Hampton Classic. It is my home after all.
– How has FTI WEF been going for you so far?
I haven’t started showing yet, this week will be the first official week.
– What is your favorite part of FTI WEF?
I love the continuity. I love the fact that you can go in and give it another try the next week without having to wait until another horse show. I also love how the facility has grown. It has become so international.
-What do you think of the new FTI Consulting Winter Equestrian Festival blog?
It’s a great way for riders to interact with people they may not ever meet.
FTI WEF 