Today we’d like to introduce you to Bonny Riddle.
Hi Bonny, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I grew up in Northern California with a single mom (my “madre”) and a twin sister. We weren’t wealthy, but we lived in a super affluent area, which was tough (living in a small house or a 1 bedroom apartment) – but it lit a fire in me to shoot for the stars. I put myself through college and studied finance, my first job after college was in investment banking. I thought I’d just climb the finance ladder forever (investment banking, private equity, maybe end up in VC). It was in banking that I got my first golf experience – and it was an unlock. Like, “oh, this is how you network and get out of the office.” But the clothing for women was terrible—so low quality, expensive, and not athletic. It continued to be that way for years. It was when I lost my mom and was still working over 80 hours/week on the buyside that I came back to that idea in the golf apparel space. But it was more than just cute, athletic apparel. I wanted it to be about women never being an afterthought.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I’ve had so many lucky breaks that I think the road has been as smooth as possible. I’m a firm believer that everything happens for a reason, so even the bumps on the roads are just part of the journey. I didn’t get the “dream” Houston investment banking job that I wanted out of school, but I got to work for a middle-market IB instead and through that I met so many amazing entrepreneurs. Having to pay for college was not easy, but I wouldn’t change it for the world because I proved to myself I can really do anything I put my mind to. I had no debt when I grabbed my diploma. It all really works out.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Sierra Madre was founded on a pretty simple belief: women should never be an afterthought, especially in spaces like golf where we’ve historically been overlooked. I started the brand because I didn’t just want to learn how to play, I wanted to feel confident doing it. The apparel options weren’t exactly helping.
We design women’s golf apparel that actually works, both technically and aesthetically. That means pieces that perform on the course, but also feel cool, modern, and wearable off of it. We’re known for clean, understated designs and fabrics that move with you, not against you.
What really sets us apart is that we’re not trying to “pink it and shrink it.” We’re building from scratch with women in mind, how we move, how we want to feel, and how we actually live our lives.
Brand-wise, I’m most proud that we’ve created something women genuinely feel good in. We hear all the time that our pieces make someone feel more confident stepping onto the course, and that’s the whole point. At the end of the day, it’s not just about what you wear, it’s about removing one more barrier that might’ve kept you from showing up in the first place.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
It’s funny, I don’t view myself as a risk taker at all. I really really value security, so I’ve always been calculated with my decisions and leaned away from risk. Starting a business is typically a big risk, but I believe in myself and can depend on my drive. My approach to any question, problem, or risk follows the Teddy Roosevelt saying “In any moment of decision, the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.” I try to be thoughtful, but at the end of the day you have to progress, make decisions, even when there’s risk involved.
Pricing:
- Most of our pieces are under $100 (with the exception of dresses that come with detached shorts.. which the bad madres love!). And honestly, that’s saying something in golf apparel. Even across athletics and athleisure, prices can get out of hand fast, and we’ve been really intentional about keeping ours approachable.
- We also offer a bundle we call The Perfect Fit: a top, bottom, and accessory for $125. Depending on what you pick, that can be up to 40% off, which we love. Price point can be such a barrier to getting into golf, and we’re very much not interested in contributing to that.
- Our philosophy is: built for golf, ready for anything. The pieces have all the technical elements you need on the course, but they’re designed to move effortlessly into the rest of your day. To the point where people are often surprised to find out we’re a golf brand at all.
Contact Info:
- Website: https://sierramadregolf.com
- Instagram: https://www.instagram.com/sierramadregolf
