Cover photo for Lua Southard's Obituary
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1945 Lua 2023

Lua Southard

August 21, 1945 — January 27, 2023

Oxford, PA

Lua Oas Southard, a well-known and respected professional in the equine industry and friend to many, passed away Friday, January 27, 2023 at home with her family, at the age of 77. Lua is survived by sons Kenneth Charles Southard, Sr. (Marie) of Centreville, MD and Kevin Oas Southard, of Millington, MD; grandsons Kenneth C. Southard, Jr. (Morganne), of Centreville, MD and Paul D. Southard of Salisbury, MD; granddaughters Misty D. Amarena (Joe) of Glastonbury, CT, Jacquelyn Southard of Hurricane, Utah, and Jennifer Southard of Millington, MD; and five great-grandchildren, Julia, Landon and Alyvia Southard, and Theodore and Penelope Amarena. Lua was predeceased by her mother and father, her husband Richard “Dick” Southard, and grandson James R. Southard.

Lua was born on August 21, 1945 to Walter Turner “Pete” Oas and Dortha Alexander in Kennett Square, PA. On September 23, 1961, Lua married her high school sweetheart, Dick Southard, who lived and worked as the farm manager on Mr. Truman Welling's Scarlett Thicket Farm raising crops, cattle, and horses. Lua and Dick were a team, a perfect pairing, balancing each other out, and supporting each other for over 60 years of marriage. On March 15, 1962 and October 10, 1964, respectively, she welcomed her two sons into this world. Though Dick often preferred to stay close to home on the farm, they both always enjoyed their trips out West to visit Kevin and his family and going to the Eastern Shore to eat steamed crabs with Ken and his family.

Although Lua was an only child, she had close relationships with many of her extended family including numerous cousins, aunts, and uncles. Her father was an avid foxhunter and family would gather at hunts. She often shared fond memories from the corn boil and pig roast reunions throughout the years. Lua was famous for her Christmas parties where there was always an incredible spread and beautiful decorations.

Lua had a very successful career in the equine industry. She served as publisher of Practical Horseman magazine and associate publisher of Horse & Rider magazine, some of the largest circulation equine publications at that time. Lua was an ambitious business owner, first with 10 years as President of Southard & Associates followed by 15 years as owner of Equine Resources International, LLC (ERI), one of the most well-respected marketing and public relations companies in the industry. She was an inspirational leader and mentor to many young professionals within and outside of her industry. She was heavily involved with American Horse Publications (AHP), including serving as President. Lua received the Chris Brune Spirit Award for all she did to grow the association and was recognized in the book of Whose Who for Women in Business in the United States. Her influence and mentorship were so great that family and colleagues have credited her with helping them get to where they are in their own careers.

Lua also loved to travel and business opportunities gave her the chance to visit over 30 states and many places in Europe. She frequently visited Yellowstone National Park and the Kentucky Horse Park. Despite her frequent travel, she was also committed to her community as a member of the Ladies Auxiliary at the Unionville firehouse for years, always helping when the voting was at the firehouse.

A Celebration of Life ceremony will be held in her honor at Scarlett Thicket Farm, Kennett Square, PA in May.

Contributions in Lua’s memory can be made to Misty Amarena, 4 Gayfeather Lane Glastonbury, CT 06033. The family is setting up a fund in Lua and Dick’s memory that will provide for their grandchildren.

Arrangements are by Matthew Grieco of Grieco Funeral Home & Crematory, Inc. of Kennett Square. 484-734-8100 . To view her online tribute, please visit

To order memorial trees in memory of Lua Southard, please visit our tree store.


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