Author Susan Friedland and Hunt Seat Paper Co. Turn Barista at AETA

Author, blogger and Horse Illustrated’s Barn Banter podcast host, Susan Friedland will appear at AETA January 12-15 at Dallas Market Center as a guest of Los Angeles-based equestrian greeting card and home goods brand, Hunt Seat Paper Co.

“I’m excited about starting 2023 at AETA, and being there with Amy Ellison, the creative behind Hunt Seat Paper Co. who is my book cover designer. I know you’re not supposed to judge a book by its cover, but my titles are eye-catching, especially as a point-of-sale display. It’s fun to hear chuckles when someone picks up Horses Adored and Men Endured, and it’s humbling to see people hold Strands of Hope: How to Grieve the Loss of a Horse and start to cry,” Susan said.

Since 2018, Susan’s equestrian books have been in brick and mortar stores ranging from Mary’s Tack and Feed in Del Mar, California to most recently, Grey Fox Designs at World Equestrian Center in Ocala. In 2023 she hopes to reach even more readers through local tack shops, boutiques and independent booksellers.

At AETA, Hunt Seat Paper Co. will introduce an eco-friendly tableware collection with bamboo fiber plate sets, placemats and napkins for the equestrian home. “Also, new for 2023, I expanded my Valentine’s Day card line to include cowgirl designs for western fans, and I’m launching my equine professional appreciation cards. The cards are a way for horse people like us to show gratitude to trainers, farriers, vets, grooms and barn owners or managers,” said Amy, a six-time AETA attendee.

Susan and Amy invite AETA and WESA attendees to visit booth 10-3410 for browsing and brews, as they put on their aprons and turn barista to caffeinate and invigorate the buying experience for retailers. You’re invited to join them Thursday through Sunday at the show.

About Susan Friedland: Susan founded the equestrian blog Saddle Seeks Horse in 2013 as she journaled her funny and frustrating experiences horse shopping. Since then her writing has appeared in Sidelines, Horse Illustrated, Young Rider and Western Life Today. Visit Susan’s blog to meet Knight, her handsome OTTB, who inspired the blog, and check out her non-fiction books for women who never grew out of that horse phase. Reach out to her regarding author events, book signings or to simply talk about horses at

About Hunt Seat Paper Co.: Amy Summer Ellison dreamed up Hunt Seat Paper Co. while lying in the grass watching her horse Regal Rowdy graze in the Southern California sunshine. Her greeting card and equestrian gifts company founded in 2015 is now carried in over 300 stores worldwide. Visit to see the new collections or connect at