We caught up with the brilliant and insightful Emma Shaffer a few weeks ago and have shared our conversation below.

Alright, Emma thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

The idea for Kira June Braids didn’t come to me all at once — it started quietly, between long workdays and weekends riding my horse. One of my dear friends from college gave me a set of handmade paracord mecate reins as a graduation gift. It was so beautiful and my new favorite piece of tack! I loved it so much, I began learning how to braid mecate reins in my free time. At first, it was just for fun — a way to unwind and the challenge of mastering a new skill. But as I kept practicing, something clicked. I realized I wasn’t just making gear, I was creating pieces that people actually wanted to use, something they could fully customize to what they wanted. Friends started asking for custom braids, and eventually, strangers did too. That is when I began to see the potential.

A lot of people ask me where I got the name for the business. “Kira June” was the name of my first dog. She was a loyal companion and a big part of my childhood. Even though she never got to see these braids or the business they inspired, naming the business after her felt like the perfect way to honor the bond we shared and the spirit of loyalty, love, and connection. My work is all about celebrating the relationships we have with the animals in our lives — whether it’s a horse or a dog — and Kira June symbolizes that connection for me. Every time I see the name, I’m reminded of where this journey started and why I do what I do.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Kira June Braids is a Montana-based small business specializing in handcrafted braided tack and accessories for horses and dogs. The business began as a creative hobby and evolved into a full-time passion. I began braiding mecate reins in my spare time, and what started as a personal project quickly gained interest from fellow riders and pet owners. My product line started with mecate reins, but soon expanded to include barrel reins, lead ropes, bridles, and even custom dog leashes and collars — all designed with the same focus on function, durability, and personal style.

What excites me most about Kira June Braids is combining artistry with purpose. There are many mass-produced horse tack products, but few honor true craftsmanship and individuality. As a rider, I love having my tack match in color and style — it feels personal and polished. Every custom braided piece I make is designed to reflect both the horse’s personality and the rider’s unique story.

As I grew in skill, I expanded into braiding dog leashes and collars. Like horse owners, dog owners want gear that’s both durable and stylish, something that suits their pup’s personality. Creating custom pieces for dogs opened up a whole new community, and it’s been incredibly rewarding to craft gear that accompanies pets and their owners on everyday adventures.

What started as a hobby grew into a small business as I followed a spark that kept getting stronger. I began selling at craft fairs and eventually expanded to Etsy to reach more customers. Every day, I’m working on this business – braiding, designing, communicating with customers, and strengthening the business side through marketing and operations. Running a creative business takes a lot of behind-the-scenes work, but I love the challenge and the constant growth. Every braid and happy customer reminds me why I started and how far this journey has come.

Any fun sales or marketing stories?

One of my favorite, and most memorable, sales moments happened recently with an order that truly pushed my skills and business to a new level. The Loess Hills Heatwave Drill Team from Iowa reached out with a request for six matching sets of reins and breast collars. It was the largest and most complex order I’d ever received, with so many pieces to braid perfectly and coordinate together. I also was anticipating a 6 week completion date, but when the team got booked for an earlier rodeo, it became crunch time to get it done in just 4 weeks!

At first, I was both excited and nervous. Coordinating a large, detailed order like this is a huge responsibility, especially when each set had to match exactly in color and style for a team performing together. The stakes were high because this gear wasn’t just for everyday use — it was meant to look sharp and cohesive during their performances.

I dedicated countless hours to planning, braiding, and triple-checking every detail to make sure everything was flawless. There were moments of doubt, wondering if I could meet the expectations, the timeline, and the complexity, but I stayed focused and committed.

When the finished sets arrived and I heard back from the team about how perfect everything was for their performances, it was incredibly rewarding. That experience showed me the power of trusting my craft, taking on bigger challenges, and believing in the value of my work. It was a true milestone for Kira June Braids and one of those moments where all the risk and effort paid off in a big way.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

I currently sell through my Etsy shop, which I opened in 2020. I chose Etsy because it’s a well-established platform that supports handmade businesses and makes it easier for new customers to find my work. As a small business owner, especially when in the beginning stages, Etsy offered a great starting point with built-in traffic, secure payment processing, and tools that help streamline orders and shipping.

One of the biggest pros of Etsy is visibility — people who are specifically searching for handmade tack or custom pet gear are more likely to come across my shop there. It also builds trust, since buyers know they’re purchasing through a reputable platform. I am able to reach a wider audience beyond my local community which has strengthened my business so much. Customers are also able to leave reviews of my products right on Etsy for other customers to easily see.

With any ecommerce website, there are trade-offs. Etsy takes fees from every sale and standing out among thousands of other sellers can be challenging. Long-term, I’d love to expand to my own website to have more creative freedom and connect with my community more directly — but for now, Etsy has been an invaluable tool in helping me grow Kira June Braids and reach customers across the country and the world.

Contact Info:

• Website: https://KiraJuneBraids.com
• Instagram: https://Instagram.com/kirajunebraids
• Facebook: https://facebook.com/kirajunebraids
• Other: https://kirajunebraids.etsy.com

Image Credits

All photos are taken by me.