Monday April 21, 2003

2003 National Dressage Symposium with Kyra Kyrklund

A’Dashi and Swedish Exclusive Sponsor Clothing

When Pelle and Lena Wedenmark of Swedish Exclusive in Miami, FL received their spring line of clothing from Eurostar, Pelle was showed the breeches to A’Dashi boutique owner Shirley Johnson, who was already interested in sponsoring clothing for the riders at Kyra Kyrklund’s symposium. Johnson’s good fashion sense kicked in and she noticed that a rust-colored, lightly tartan-patterned breech in the Eurostar line coordinated beautifully with a pale yellow vest, trimmed in a soft, deep orange, from Kyrklund’s “Kyra K.” line of clothing.

Johnson said, “In thirty years in this business I have never put together an outfit I liked better. It’s very special.”

It was a smart marketing step for both companies: “The riders came here because they adore Kyra; we have sold a lot of videos and books already,” said Pelle, who also conducted a book signing with Kyrklund.

“As a distributor for her line of clothing in the US this was a good way to showcase the project.” He also guesses that when the professionals riding in the seminar go home and their students see how attractive and functional the Kyra K clothing is that it will prompt more sales.

Johnson commented, I truly believe in everything the Kentucky Horse Park stands for and I’m happy that the USDF is moving its offices here so I want to support everything they do.” She continued, “I believe we should help the riders who help the country, and the riders here are helping to educate other riders. Even the best riders have issues that need to be worked on and this symposium is a win-win situation for everyone. It’s one of the best clinicians with some of the best riders on their best horses. They get an education and a few perks, and everyone who comes to audit benefits too.”