Written by Claire Binkowski
This story originally appeared in the February 2026 issue of Premier.
Vendors are an integral part of the horse show experience. Over the years, The Premier has been fortunate to welcome an exceptional group of vendors, many of whom return year after year, supporting our exhibitors and elevating the event. This series highlights the people behind the brands and services who play a vital role in our community.
Kelley Mundrick Martin’s story begins in Athens, Georgia where a lifelong love of horses took root. Inspired by her older sister, Kim (Mundrick) Turpin, Kelley followed her into the barn, never imagining what began as a simple desire to do everything her sister did would one day lead her to owning a business. Horses quickly became more than a hobby, and just a few years after her first ride, when faced with the choice between continuing ballet or showing horses, Kelley chose horses and the path that would ultimately shape her life.
After graduating from the University of Georgia, Kelley took a position at Merial, a global animal health company known for its pharmaceuticals and vaccines. Working in their marketing department, she gained valuable experience in brand development, customer relationships, and strategic planning—skills that would later prove instrumental in running her own business.
Today, Kelley is the heart behind Head to Tail Boutique, a business that reflects both her keen eye for detail and her deep understanding of the horse show industry and what it takes to be competitive. True to its name, the boutique offers thoughtfully curated pieces for both horse and rider including custom and stock tail, forelock, and mane extensions, as well as designer apparel and show pads. Kelley proudly works with respected designers such as Boo Yah Custom Clothing, Kevin Garcia, Lindsey James, Unbridled Couture, HouseWear, and others whose craftsmanship and creativity align with her vision. Every piece is chosen with one goal in mind: helping riders feel confident, prepared, and proud when they step into the pen.
The path to owning a business in the equine industry wasn’t something Kelley chased—it found her. When longtime industry figure Kathy Williams called Kelley in April of 2020 to ask if she’d be interested in purchasing the business, the answer came easily. By the end of that year, the sale was finalized, and from that moment on, Head to Tail Boutique became uniquely hers—a true reflection of Kelley’s work ethic, passion for the industry and clear vision for what riders need.
What fuels her most isn’t just the sales—it’s the connections. A message that says, “We absolutely love our shirt,” or a quiet thank-you exchanged in the aisle at a show means everything. For a business owner, appreciation, even in smallest moments, carries real weight, especially for someone like Kelley who pours herself into every order, every customer, and every detail because she genuinely cares. It’s not just what she does, it’s who she is.
Photo © Premier Sires
As a competitor herself, Kelley brings a rare empathy to her work. She understands the nerves, the long days, the highs and heartbreaks. That perspective—earned, not assumed—sets her business apart. And while customers may see the polished side of Head to Tail Boutique, there’s constant work happening behind the scenes: building inventory, updating the website, planning show schedules, developing new ideas, and ensuring that every discipline and association feels represented. The work doesn’t stop just because her trailer isn’t at a show.
Like many in the industry—and in business—Kelley has weathered seasons that tested her strength. In 2022, she faced profound personal and professional challenges, from losing a beloved broodmare shortly after foaling to managing physical pain and health setbacks while continuing to travel and serve her clients. It was a season that demanded resilience and ultimately reminded her of the power of community. The support she received from friends and clients alike carried her through.
