Born from the gritty reality of mucking out in worn-out leggings and oversized work fleeces, Norfolk’s Jockey & Jill has enjoyed a rapid rise from a kitchen-table dream to a household name. Founded in 2022 by mother-daughter duo Sara and Amber Docwra, the brand was sparked by the idea that quality riding gear shouldn’t be a luxury reserved for the elite.
Drawing on Amber’s deep connection to her horses, Sky and Rupert, the duo set out to create a range that prioritised both durability and a splash of colour. This authentic approach is perhaps best captured in the company’s limited-edition Bee Yourself baselayer, an equestrian top inspired by Amber’s personal journey of resilience, designed to encourage confidence and positivity in the saddle.
The business has also launched its unique Udderly Chic range. It features a riding hat, socks, jumper, leggings, and even a paddock poncho and hay bag, each styled with Jockey & Jill’s cow-print design. The line has risen to become a bestseller alongside its signature StableStyle quarter-zip sweatshirt.
From Strength to Strength
The brand’s growth since its inception has been marked by a significant presence at the UK’s premier equine events. Over the past couple of years, Jockey & Jill has transitioned from a digital-first boutique to a familiar sight at major venues, including the National Equine Show 2024 at the NEC and the Beechwood Equestrian Fashion Show.
Following a successful appearance at the London International Horse Show, the team continued to build momentum into 2025, returning to the Royal Norfolk Show for a second consecutive year, and unveiling a range of clothing in two outlets – Express Equine in Wymondham, and 4 Legs and 2 in Blofield. This expansion is further bolstered by the company’s partnership with a new brand ambassador and the Docwras’ commitment to their local business community as founding members of the new HR2 Great Yarmouth Rotary group.
In 2026, the brand has its eyes on further expansion. Jockey & Jill continues to enjoy a strong social media following with thousands of followers across Facebook, Instagram, and TikTok. It’s also eager to engage with new customers through special offers. Many will be familiar with online welcome discounts. For example, ASOS’s 10% off for first-timers, New Look’s 25% off for new “Club” members, and the 100% deposit match up to a £100 wager to play slot online games like Fisherman’s Luck and Big Bass Splash on iGaming platforms. At Jockey & Jill, those considering their first purchase from the website get a 10% discount after signing up for the newsletter.
Looking Ahead to 2026
As the brand looks ahead, it shows no signs of slowing down. With a growing community across social media, the company’s founders continue to document the practicalities of equestrian life, from yard management to the realities of competing. This digital engagement is driving further expansion, with several new seasonal collections currently in development. For Jockey & Jill, the focus remains on scaling the business while maintaining the accessible, community-driven approach that has
defined their growth since 2022.