Aiken’s Equine Divine Was Named One of the “South’s Best Shops” in Southern Living Magazine
Dini Jones smiled as the customer strolled into her store in downtown Aiken. “Welcome to Equine Divine,” she said as the woman searched through the dresses, eyeing the one Dini was wearing.
“Do you have any more dresses like the one you have on?”
It was one of the dresses from Equine Divine, but there were no others just like it in the shop. Dini showed the customer other dresses similar in style and color, but she had her heart set on Dini’s. “Well, you are welcome to try this one on if you’d like — I just put it on an hour ago.” Without hesitation the pleased lady did just that … and bought it.
“She still comes in on a regular basis and we laugh about that day,” Dini said.
Stellar customer service and a store that began as an equestrian inspired art gallery and boutique are just two of the reasons Equine Divine was chosen as one of the “South’s Best Shops” in the November 2019 edition of Southern Living Magazine. The magazine featured locally owned Southern retailers in Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Texas, Virginia, Washington D.C., and West Virginia.
Aiken Bound
After listening to friends and family tell captivating stories about Aiken, Dini headed south from her home state of Ohio to visit a high school and riding friend. “Each time I visited I wanted to stay longer and seemed to miss my new friends and the city of Aiken more. When I first happened into Equine Divine during a visit to Aiken, I thought that it would be a wonderful way to combine my love of horses and the sporting life with my love of fashion and clothing.”
Then she bought the shop.
“When I first opened Equine Divine the focus was more on art and equestrian inspired gifts and home furnishings. Then I added several lines of riding apparel, ones that the other standard tack shops in the area don’t carry, as well as several new lines of jewelry and accessories. In order to continue to expand Equine Divine, I have put a larger emphasis on carrying a broad range of unique ladies apparel and accessories.”
More Than Just a Horse Store
While Aiken is becoming more popular for year round residents, many of its visitors come to stay only in the winter. Business during the summer months can be slow, making budgeting a bit tough. So Dini expanded her merchandise.
“It’s always challenging but fun to carry the right mix of merchandise as well as the right mix of sizes. I try to bring in clothing and accessories in a variety of price levels to appeal to a broad audience. It’s hard when I hear people walk by the shop saying ‘oh that’s the horse store.’ I just want to run out and tell them to come in and browse; we are so much more than that. Our art, gifts, jewelry, and décor are equestrian inspired, but our clothing appeals to a broad range of ladies.”
English Equestrian One Day, Cowgirl the Next
Dini’s passion for horses spans a lifetime. “I cannot remember or imagine life without horses. My first love and primary focus are the hunters and jumpers, owning warm bloods and thoroughbreds, but a few years ago I added ranch sorting and cutting to my hobbies and have gotten into quarter horses. It’s a great mix: English equestrian one day — cowgirl the next.”
She also has a passion for her business, customers, and Aiken. “I have thought about moving the store to a bigger location, but I just love our downtown and have decided that I wouldn’t want to be anywhere else. We are so lucky to have such a quaint and vibrant downtown with so many fun stores and restaurants.” She caters to loyal local customers as well as people from other states and countries. Providing a pleasant shopping experience is important to her so people can discover unique clothing and apparel not found online or in box stores. There is a delightful children’s area filled with toys, books, and clothing; trendy tops and jeans tempt young adults; and equestrian lovers can shop for distinctive lines of riding clothes and footwear.
“It is an honor to be recognized by a nationally prestigious publication like Southern Living,” said Dini Jones. “We take great pride in offering specialty items that make our store one of Aiken’s favorite places to shop.”
Equine Divine is located at 126 Laurens Street SW in the heart of downtown Aiken. The shop carries brands such as Barbour, Dubarry of Ireland, Miss Me, Fior da Liso, Articles of Society, Arthur Court & Vagabond House, Ronner, Beluva, Arista, Pendleton, and La Mundial custom boots.
Visit EquineDivineOnline.com.
