Diamonds in the Dirt was founded by two sisters, Sarah and Ruth. Each one brings unique professional experience to the business, which when combined, provides a well-rounded management team.

SARAH DONNELL

For more than 30 years, I’ve worked with large and small brands providing marketing, strategy, business development, and communications consulting and services. My background includes advertising, marketing, direct marketing, loyalty marketing, and p.r. Clients range from large, enterprise brands like Delta Airlines, Tupperware and Chemical Bank, to smaller brands like Zippo, 50 Campfires, Real Avid, Abu Garcia, Berkley, and HiViz Shooting Systems, and many more.

I also have extensive career experience in the equestrian industry, and over the years have been fortunate to work with many brands you probably know, including Pessoa, Mountain Horse, Amerigo, Mattes, Vespucci, Horseware, Bit of Britain, the US Eventing Association, and so many more.

As a lifelong equestrian, I have been involved in nearly every aspect of riding and owning horses. From the early days of open shows and breed shows, which featured trail class, games, pleasure and equitation classes, to eventing, hunter/jumpers, dressage, and even cowboy mounted shooting (so fun!) – I count myself very blessed to have experienced so much life with horses.

After helping so many brands go to market, developing and launching Diamonds in the Dirt seems like a very natural thing for me to do. I personally use every product, and won’t bring anything to market that I don’t just love. That’s my promise. 😀

RUTH MADEJA

I found my passion at the age of 6 when I followed my big sister to a stable where I rode a horse for the very first time. I was hooked, and I have loved horses ever since. Growing up I rode a variety of disciplines and breeds; I now ride hunter/jumpers with Alderin Sporthorses in Palos Verdes, CA.

My professional career has focused on cosmetics and skin care. For large mass brands, like Estee Lauder, Clinique, and Bobbi Brown, I led sales teams, managed retailers, and developed sales training programs. For smaller boutique brands like philosophy and Murad, I have opened new markets, designed and launched flagship retail stores, established curriculum and managed large accounts. This background gives me great experience to draw upon as we get Diamonds in the Dirt launched.

So I am thrilled to bring my knowledge and enthusiasm of equestrian sports, to my other passion – beauty. Now I am focused on finding and developing the most effective treatments and innovative formulas within clean beauty, and Diamonds in the Dirt allows me to bring the best of both worlds together and share with others.

I’m excited about what the future holds; we have a product pipeline that I know equestrians will love!