Rhianna (The Eleventh Hour Concierge) on Making It Happen and Sniffing Out a Flaker a Mile Off

After a decade spent grooming at the very top of the sport, Rhianna built a business out of the one thing she'd always done anyway - being the person other people could hand things to, and trust would get done.

Ask Rhianna what The Eleventh Hour Concierge actually is, and the honest answer is: whatever her clients need, whenever they need it. FEI entries. A last-minute yard for a family moving counties. A horse collected, ridden and dropped home again. A beach day for a horse and its owner, drone footage included. The name isn't a metaphor... it's a description.

“People can use my services up until the eleventh hour,” she says, “which most of the time is what I get - people scrambling to me in a panic and asking me to help them.”

Before any of that, Rhianna was a groom, and not casually. She came to horses sideways, through a babysitter's part-time job at a local riding school, in a family with no horse background at all. What started as an evening spent watching a client show jump turned into seven years at that same yard, then a place at an equine college in Berkshire, then head girl, then more than a decade travelling internationally: two World Games, five-star shows across Europe, a heavy goods licence at 21 so she could drive the truck herself.

For most of that time, she says, she didn't fully believe she was good at it.

“There were many, many years of getting to where I am now where I didn't believe in myself,” she says. “I didn't want to plait them up for the ring, I didn't want to clip them, because I knew someone else could do it better than me.”

It's a strikingly honest admission from someone whose CV, by any outside measure, was already impressive. And it is proof that competence and self-belief don't always arrive on the same schedule - the gap between them can last years.

She also says “Your work speaks for itself,”
“Just push through that period, because it really is worthwhile in the end.”

The business itself arrived almost sideways too. In the period before launching, Rhianna had drifted into a quieter patch - regular clients moving on, work less consistent, some part-time wedding coordination on the side. She'd already, without quite naming it, started doing odd jobs for the high-net-worth clients she groomed for: minding a child during a show, handling entries, booking a villa. Then she realised that she should put it all under one roof and charge for it. The Eleventh Hour Concierge launched last August.

A year on, it covers an enormous range: FEI entries and show logistics for professional riders, transport and yard-finding for pony club families who've never been near a horse show, estate and household management, grooming recruitment and training. And, increasingly, Chapter 11 Private Experiences — bespoke events including a fully styled Beach & Brunch day, horse and rider guided down to the sand with drone footage and professional photography, followed by a brunch spread with candles and table decor. “It isn't just taking your horse to the beach,” she says, “because of course that's free. Anyone can do it.”

Running it all, she says, is made possible rather than harder by her ADHD — “I have to feel every single minute of every single day, that's how my brain is wired”

And for someone whose business could plausibly scale into something much bigger, she's deliberate about not wanting that. “I never see this company being anything massive,” she says. “It's very intimate, it's very personable, and I definitely want to keep it that way.” Her clients, she's clear, book her... not a team, not a brand. Keeping it small isn't a limitation. It's the actual product.

It's a conversation about what happens when someone spends a decade being brilliant at making things work for other people, and then decides to build something that's entirely hers and on terms she gets to set.

Find Rhianna at eleventh-hour.co.uk and @eleventhhourconcierge on Instagram and TikTok.