Q&A With Whitney Persek Of Dapper Darling
- Whitney Persek, Dapper Darling
- May 20
- 7 min read
What inspired you to start Dapper Darling and focus on horse treats and equestrian lifestyle apparel?
WHITNEY: I started Dapper Darling in 2018 when our family moved to New Zealand. At first, it was simply a creative outlet—a place to document our travels and the season of life we were in. But living there for three years truly changed me. My mindset shifted, my priorities evolved, and I began thinking differently about how I wanted to raise my family and build our life.
When we moved back to California, my husband and I knew we wanted something slower and more intentional. I had always dreamed of living on a farm, and in 2022 that dream became reality when we relocated to North Carolina. Within weeks, we had horses, donkeys, and chickens—and I fully embraced the farm life I’d always imagined.
I’ve been a horse girl at heart for as long as I can remember. I’ve always loved equestrian-inspired pieces—the jewelry, the sweatshirts, the subtle nods to the lifestyle. So when I began creating products under the Dapper Darling name, leaning into that world felt like a natural progression.
The treats began with a simple desire: I wanted something I felt good about feeding our own animals—treats made with thoughtful, recognizable ingredients where I knew exactly what was inside. I started experimenting with a couple of basic recipes, and then a friend suggested making them gluten-free to support riders with celiac disease. That became a defining direction for the brand.
What started as small pop-ups to test the idea grew quickly. At one event, a customer told me they loved my logo so much I should put it on jewelry. I tried a few pieces—simple necklaces and sweatshirts—and unexpectedly, the apparel took off alongside the treats. Even people outside the equestrian world connected with the aesthetic and the intentional lifestyle behind it.
Dapper Darling has evolved organically—from a creative outlet documenting a transformative season of life into a brand rooted in intentional living, quality products, and a lifelong love for the equestrian lifestyle.
How would you describe the overall style and vibe of your brand?
WHITNEY: The Dapper Darling vibe is clean, classic, and intentionally indulgent. Our motto has always been: with Dapper Darling, you can feel good about what you’re feeding your horse—and that’s the foundation of everything we create.
Our treats are made with simple, real ingredients—real fruits, real vegetables—in bite-sized portions that are as wholesome as they are cute. We keep things clean and uncomplicated so horse owners can feel confident about what’s in every bag.
That said, we also believe in a little fun. We offer a few high-indulgence options—like our Fancy Sugar Cubes and meringue-frosted cookies—because celebrating your horse is part of the joy of this lifestyle. Even those treats are made with intention and care.
Overall, the brand blends health-conscious simplicity with a polished, elevated equestrian aesthetic. It’s about loving your horse well, celebrating the little moments, and doing it all with style.
What makes your horse treats stand out from others available to horse owners?
WHITNEY: What sets our treats apart is the level of care and intention behind every single bag. Dapper Darling is a one-woman operation—I develop the recipes, make my own fruit and vegetable purées, blend our proprietary gluten-free flour mix, bake the treats, package each order, and handle all the marketing myself. Nothing is mass-produced, and nothing is outsourced.
Every batch is homemade and made to order. That ensures freshness, but it also means I can customize when needed. If a customer has a specific request, I can adjust—something you simply don’t get with large-scale manufacturers.
I focus on simple, recognizable ingredients you can trust. There are no unnecessary fillers, and I take the extra step of reviewing ingredients through United States Equestrian Federation guidelines before finalizing recipes. That peace of mind is especially important for competitive riders.
Beyond the ingredient integrity, our treats are designed to feel special. From our everyday fruit-and-vegetable blends to our indulgent Fancy Sugar Cubes, the details matter.
At the end of the day, Dapper Darling is personal. Every recipe reflects my standards as a horse owner—and as someone who truly lives and loves the equestrian lifestyle.
What inspired you to add equestrian lifestyle apparel to your shop?
WHITNEY: Apparel was a natural evolution of the brand. I’ve always loved those subtle, equestrian-inspired pieces—things you can wear beyond the barn that still reflect the lifestyle.
The push to expand actually came from a customer. At a vendor event, someone told me they loved my logo so much I should put it on jewelry. That comment stuck with me, so I decided to test a few items—simple necklaces and sweatshirts—and they quickly took on a life of their own.
What surprised me most was how many people connected with the aesthetic, even outside the horse world. The apparel helped Dapper Darling become more than treats—it became a lifestyle brand and a community. For me, the treats care for the horse, and the apparel celebrates the rider.
What’s your best-selling horse treat right now?
WHITNEY: Our seasonal treats are always a favorite because they’re only available for a limited time. We just came off Valentine’s Day, and our Valentine’s cookies were a huge hit. I love creating special collections—those little celebrations are part of what makes owning horses so fun.
For year-round bestsellers, it depends on the customer. Kids absolutely love our Sugar Bears—they’re playful, easy to share, and just plain fun. Adults tend to gravitate toward our 24 Carrots, which are bite-sized carrot treats made with real carrots, or our Horse Biscuiterie, an assorted mix of our staple flavors.
The Horse Biscuiterie is especially popular with first-time customers because it lets them sample a little of everything—and it almost always leads to discovering a favorite.
How do you ensure your horse treat ingredients are safe, high-quality, and horse-friendly?
WHITNEY: Safety and quality are my top priorities. I’m in ongoing communication with the United States Equestrian Federation to help confirm that our ingredients align with current guidelines, which gives riders—especially competitors—extra peace of mind.
We use human-grade ingredients, which speaks to the quality standard we maintain. While our treats look beautiful (and honestly tempting enough to eat yourself), they’re thoughtfully formulated specifically for equine diets.
I also believe the simplicity of our recipes is part of what makes them safe. I make our gluten-free flour blends, press fruits and vegetables into purées, carefully dry the treats to create a longer shelf life without relying on preservatives, and even make our meringue frosting from scratch. Every step is intentional.
Because I oversee every detail personally, I can stand behind every batch—and confidently feed it to my own horses.
What’s your process for developing a new product—from idea to launch?
WHITNEY: Most of my new treats are inspired by the seasons and holidays. Each month brings a fresh opportunity to get creative, and seasonal ingredients often spark ideas. I’m especially excited about new treats launching in March, inspired by the flavors and produce available this time of year.
I love incorporating fruits and vegetables that feel aligned with what’s naturally in season—it keeps the treats interesting, flavorful, and fun. At the same time, we maintain classic favorites that are available year-round and consistently loved by both horses and riders.
From concept to final product, everything is handmade and made to order. I experiment with recipes, test texture and flavor, and make sure every ingredient is safe and high-quality. Once I’m confident in a recipe, I bake, package, and launch the new product—always with the same care and attention that goes into every bag of Dapper Darling treats.
What has been the most rewarding part of running your business so far?
WHITNEY: The most rewarding part is hearing customers say things like, “My horses hate treats, but they love Dapper Darling.” Moments like that never get old—and they remind me why I started.
I’m also incredibly grateful for how much the brand has grown. I never imagined Dapper Darling would become what it is today, and every customer—whether they’re discovering us for the first time or they’ve been with us from the beginning—has made this dream possible. That connection with the equestrian community, and knowing that my products bring joy to both horses and riders, is truly the most fulfilling part.
One of the most meaningful parts of this journey has been having my children alongside me through it all. They’ve been there for vendor set-ups and tear-downs, seen the late nights in the kitchen, and watched me make mistakes—and keep going. I hope they’re learning what it looks like to build something from the ground up with resilience, creativity, and heart.
What has been the most challenging part of running your business so far?
WHITNEY: One of the biggest challenges has been navigating growth while staying true to my values. Early on, it was about getting the product in front of the right people and figuring out where I truly belonged in the market. It’s easy—especially as a new business owner—to be taken advantage of, or to say yes to opportunities that aren’t aligned. Over time, I’ve learned the importance of setting boundaries, recognizing my capacity, and confidently saying no when something isn’t the right fit.
I’ve also had to accept that not everything is within my control, which has been humbling. There are circumstances, opportunities, and outcomes that don’t unfold the way you hope, no matter how much effort you put in. Learning to let go—and to do so with grace—is something I’m still working on, but it’s helped me grow both as a business owner and as a person.
Another ongoing challenge is balance. I care deeply about building my business, but I care even more about being present for my family. There was a pivotal moment when I had to turn down an opportunity that could have significantly accelerated growth. It was hard, but I knew accepting it would have meant sacrificing precious time with my children and my husband.
I’ve come to understand that success isn’t just measured by business milestones. My children are only this age once, and those years are something I can never get back. Choosing to prioritize my family while still building something meaningful has been one of the hardest—and most important—decisions of this journey.
What can customers expect next—new flavors, new apparel drops, or exciting seasonal releases?
WHITNEY: Customers can expect a lot this year. We’re introducing a variety of new flavors and fun new shapes that I’m genuinely excited about. There’s a lot of creativity happening behind the scenes, and I can’t wait to share what’s coming.
We also have several new logo designs launching later this year that feel like a fresh evolution of the brand—still unmistakably Dapper Darling, but more refined and elevated. This season feels like growth: honoring where we started while stepping confidently into what’s next.
Whitney Persek
Dapper Darling
Dapper Darling is a high-quality, low-sugar, USEF-guideline-conscious horse treat and equestrian lifestyle brand. Every treat is handcrafted in small batches to ensure exceptional quality and care. Whenever possible, I use organic ingredients along with real fruits and vegetables—so you can feel confident about what you’re feeding your horse.
Dapper Darling was created for horse owners who value both excellence and intention: thoughtfully made treats paired with a brand that celebrates the equestrian lifestyle.
This article is from the May 2026 issue of Equine Business Magazine
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