An Interview with Jordan McCabe: Founder and Owner of Aztec Diamond

BY Natasha Bailey ON 11 February, 2025

Founded in 2014 by Jordan McCabe, Aztec Diamond inherited its namesake from her beloved horse. McCabe began her journey at only 18 years old, struggling to find fashionable, technical sportswear in the equestrian industry at an attainable cost throughout her showjumping career.

Today Aztec Diamond is not only one of the leading Equestrian brands but it has used this knowledge to develop a lifestyle range built for form and fit for purpose to cater for sporting activities to everyday needs. Known for their bold minimalist style and dynamic durability, this is a brand that needs to be discovered.

We had the opportunity to talk to Jordan about the journey she and the brand have been on since its inception.

1. What inspired you to start Aztec Diamond, and how did the idea come to life?

The inspiration for Aztec Diamond came from my love for the sport as a teen, I had a desire to change the way we approach riding apparel. I noticed a large gap in the market during this time, the only options available were either incredibly expensive or lacked style and functionality. I wanted to create a brand that delivered high-quality, affordable, and stylish options for riders, a high street version of an equestrian apparel brand.

2. How did the name “Aztec Diamond” come about?

The name for the brand came from the horse I owned as a teen. Aztec Diamond, or Diamond as we called her day to day, was a beautiful 16’2 warmblood mare who I competed up to newcomers with. Diamond was my first affiliated jumping horse.

3. What was the initial vision for the brand, and how has it evolved over the years?

Initially, the brand was all about revolutionising equestrian apparel with modern designs and affordable pricing. We wanted riders to feel confident and comfortable while maintaining a professional edge. Over the years, the brand has grown to embody a broader lifestyle ethos, embracing the athleisure trend as we saw our customers wearing our pieces beyond the yard. Today, Aztec Diamond is about versatility—creating clothing that transitions seamlessly between riding, working out, and everyday life.

4. Why did you decide to transition Aztec Diamond into an athleisure brand?

The transition came super natural to both myself and the brand. Over the last 10 years of owning AD, I have always designed for myself. Ironically, the busier I became with the business, the less time I had for riding. A lot of my inspiration for designing subconsciously turned into creating pieces that were multifunctional, for riding and everyday life. We noticed that customers were also wearing our pieces in their daily lives, not just for riding. It has allowed us to reach a broader audience while staying true to our roots of creating functional and fashionable clothing.

5. How do you ensure that the brand stays innovative and relevant in the fast-
paced fashion industry?

Innovation comes from listening to our customers and keeping a close eye on trends, not just in equestrian or athleisure but across the entire fashion landscape. We invest in high-quality fabrics, sustainable practices, and cutting-edge design techniques to ensure our collections are both functional and forward-thinking. Staying relevant is about being adaptable and always looking for ways to improve.

6. What role does sustainability play in Aztec Diamond’s vision?

Sustainability has always been important to us. We’re committed to reducing waste, using eco-friendly materials, and working with ethical production partners. It’s a journey, and while there’s always room to improve, we’re constantly striving to make choices that are better for the planet without compromising on quality or performance. We make a large conscious effort to search for fabrics with recycled properties, and to use as little plastic as possible across all areas of the brand.

7. What has been the most rewarding part of your journey with Aztec Diamond so
far?

The most rewarding part has been seeing the impact the brand has had on our customers. Hearing stories of how our clothing has boosted someone’s confidence or made their daily routine easier is incredibly fulfilling. Another highlight has been building a community around Aztec Diamond—watching riders and non-riders alike embrace the brand and connect through shared values.

8. What are your plans for the future of Aztec Diamond?

Our focus moving forward is on expanding the brand while staying true to our core values. We’re working on new product lines that cater to a wider audience and exploring more sustainable practices. The future of Aztec Diamond is all about innovation, inclusivity, and continuing to empower our community.