OUR JOURNEY
Our journey started with the realization that our rural community lacked easy access to quality livestock feed and supplies, often requiring long trips. Driven by hard work, determination, and a desire to support others, we decided to open a feed store to fill this gap, creating a legacy for our family while aiding the community.
Dreams. Dust. Determination.
Our Vision
Create a flourishing business that nurtures my passion for horses, engages with the equine community, and fosters personal and professional growth. I hope to inspire others to pursue their passions, no matter what stage or circumstances in life, and strengthen our relationships with humans and horses.
Our Mission
Our mission is to provide a diverse range of livestock and pet supplies, prioritizing convenience and personalized service to support our customers in caring for their animals and land. We strive to create a positive and collaborative workplace for employees, fostering growth, passion, and shared success. As owners, we are committed to building a legacy that reflects our dedication to serving the unique needs of our rural community and celebrating the western and rural lifestyle.
Why Diamond Double O
The story of our brand
Diamond Double O is a brand symbolizing resilience, unity, and future aspirations.
The "Double O" merges two last names, representing partnership, while "Diamond" signifies strength and endurance.
Originating from a playful concept, it has grown into a legacy of perseverance and community value, emphasizing that challenges can be overcome with determination.
About the Owner.
Hi, I’m Lauren O. — a small-town Minnesota girl grown into being an entrepreneur, horsewoman, and veteran with a heart for community and a calling to serve.
I grew up in my parents hometown in north-central Minnesota. From an early age, I was drawn to animals (especially horses), traveling, and owning my own business one day so I could “be my own boss.” I’ve always appreciated life in a small town, which is why I prefer to live out in the country now and raise my family in the rural communities outside of Minot.
After high school, I attended the University of Minnesota Duluth where I studied accounting and business business management, a degree that would give me job security no matter where I decided to live. Serving in the military was ingrained in me since my Grandpa, my Uncle Dean, and many of my extended family members also served and I knew it would offer me different opportunities in life. When I chose UMD, I also joined Air Force ROTC. That decision shaped me in ways I never imagined, leading to a commission as a U.S. Air Force officer and a unique role in missile operations. I served as a Missileer — entrusted with the nation’s most powerful weapons — where I learned discipline, resilience, and the importance of staying calm under pressure. More than that, I learned that your attitude is what makes an experience enjoyable or miserable, that bad attitudes spread and hurt the work environment, and not to let someone else’s negativity bring down your experience of a job/location etc.
When I transitioned out of the military, I knew that I wanted to go back to school in something equine or agriculture related so I could begin a career and lifestyle in the western way of life. I fell in love with the North Dakota horse community and started a family so I knew this area would be my new home. It took me a while to figure out what I wanted to pursue in education and still be able to support my family. I wholeheartedly believe that no matter what age or where you are in life, it’s never too late to pursue your dreams.
Opening a feed store was not on my bingo card for 2025, but it feels like it’s where I'm supposed to be. Outside of business, I have goals in horsemanship, photography, traveling, and getting my kids into riding. We have a small farmstead where we all pitch in to get chores done but enjoy country living.
I hope that my store can be more than just a business; it’s a space for connection, education, and community support.
Thanks for being here!
