Brenda Arnold was bitten by what she calls the “bling bug” when her own children started to display an interest in showing horses.

As the daughter of a German farmer, she was taught that necessity is the mother of invention. So when her daughter, Courtney was 5 years old she called upon her creative instincts and the skills she learned during painting and sewing lessons as a child to create stunning, unique attire in which her daughters could compete.

Soon the spare bedroom in her Millington, Michigan home was brimming with swatches, piping and crystals. And that simple principal Arnold learned as a young girl was about to drive her directly into the horizon of a successful business venture.

By 1993 Arnold had opened Cassidy’s Casuals and set her sights on creating a full service show-clothing boutique.

“I remember loading up my car and my girls and traveling to local western stores throughout Michigan, Indiana and Ohio to establish a wholesale outlet.”

Today Cassidy’s Casuals offers cowboy hats, custom chaps and show ensembles as well as bedazzled cadet caps that cover the dreaded “cowboy hat hair” and casual attire to keep customers on trend at the shows.

Arnold was set on the mission to establish her brand by offering wholesale items, but her true passion was for the one-on-one process of designing for a customer’s specific needs.

Her favorite aspect of the job is working directly with clients to create one of a kind designs that reflect their personality and paint an attractive picture. When she meets with a client for the first time she takes everything into consideration.

“Everyone approaches me with the same desire,” she says. “‘I want it to be different, unique, and make me look tall and thin…’ and so the process begins.”

From start to finish, Arnold focuses on customer satisfaction. To achieve that she considers their desired colors and designs and pays attention to each client’s flaws; areas they have identified to be problems either real or emotional. Arnold takes into consideration what the client’s trainer sees as aesthetic issues for the rider as well as the problems the rider notices. She then works to “camouflages” those issues. That, Arnold insists, is her secret ingredient.

Shandi Mitton, a New Brunswick, Michigan trainer says she enjoys working with Arnold because the designer listens to what the customer wants.

“I haven’t worked with a lot of designers but the ones I have worked with don’t listen as well to what I want as a customer,” she says. “ Brenda is so good about making you feel like you are a big part of the process.”

Once an inspiration is set, measurements are taken, Arnold begins workings with fabrics, textures, colors, and styles to bring the design to life. This process involves matching what a customer wants with their personality.

“Everybody’s true personality and colors shine through and the design begins to roll off onto the sheet of paper,” Arnold says.

Everything is considered, from the person’s complexion to their hair tone and even the color of their horse.

From here, the design on paper comes to life. Arnold devotes a lot of time to the paper design, accentuating each detail so that every idea and intention is translated into the final piece.

“Putting our drawings next to the finished product helps illustrate the dedication the Cassidy’s Casuals team has to accuracy and detail,” Arnold says.

Courtney Arnold has joined her mother in the family business and together they tackle customer service, orders and anything which requires client interaction. Younger daughter, Melanie, is pursuing a career as a veterinary technician, but also helps out with whatever needs to be done. While there have been many employees to come and go in the past 20 years, Arnold boasts that family members have always been there to keep the business strong. Her cousin, Sherry Krieger, helps Arnold bring life and fit to a design. Her sister, Midge Mullin, has helped with crystal application over the years and now manages Cassidy’s Casuals physical location in Michigan. And her companion, Darryl Coulman, serves as handyman, photographer, chauffer, graphic designer and leather crafter.

Over the years,the one thing that has kept Cassidy’s Casuals viable is Arnold’s commitment to innovation.

In 2010 she debuted a specific look she calls “Fringe Benefits,” a feature she makes available on both vests and jackets.

“Fringe Benefits” makes fringe design completely removable so that show competitors can pic and choose when to use it and when to leave it off.

Missouri APHA competitor Rama Orson was looking for a fashion forward design that would be unique but remain true to her personality.

“When the final design came back for approval, Rana was just so excited, especially about Brenda’s removable fringe,” her mother, Billie Orson says.

Cassidy’s Casuals is located in Michigan but you can look for Arnold and her crew at various shows across the country. In October, 2013, they will be at the All American Quarter Horse Congress in Columbus, Ohio in the front of the Annex Building. Check out the website, www.cassidyscasuals.com for a quick peek at what Arnold has to offer or follow them on their Cassidy’s Casuals Facebook page. You can also call them at  (989) 652- 9000.