Brand Tone

Sentimental, respectful, and artisanal. The language is gentle and empathetic, acknowledging the deep emotional connection between owners and their horses, conveying quiet luxury and heartfelt commemoration.

Brand Values

• •Emotional Connection
• •Craftsmanship & Quality
• •Personalization & Individuality
• •Passion & Authenticity

Best Practices

• •Lead with Emotion: Always start with the "why"—the emotional connection between the owner and the horse. Use words like "bond," "memory," "spirit," "connection," and "cherish."
• •Emphasize Handcrafted Quality: Consistently use terms like "handcrafted," "meticulous," "artisanal," and "love for detail" to reinforce the value of the manual work and care that goes into each piece.
• •Use Personal and Respectful Language: Address the customer and their horse with reverence. Refer to the product as a "keepsake," "treasure," or "memory," not just "jewelry."
• •Tell the Story: Whenever possible (with permission), share the stories behind the pieces you create. Highlighting the horse's name or a small detail about its life makes the service more tangible and relatable for potential customers.
• •Maintain Visual Consistency: Ensure that all photography aligns with the brand tone—elegant, clean, and focused on the intricate details of the jewelry. The visual identity should feel as premium and personal as the copy.

Social Perception

Overwhelmingly positive and rooted in emotion. Customers perceive the service as a deeply meaningful experience, grateful for the ability to keep a part of their beloved animal. Positive perception is driven by product quality, artist empathy, communication, and the feeling of receiving a truly unique, personal treasure.

Copy Examples

• •Elegance and connection, woven into one. This piece was crafted from the tail hair of 'Nero,' a loyal companion for over 20 years. Each braid holds a story, every detail a memory. Keep their spirit close, always. #Cavallin #HorsehairJewelry #UnforgettableBond
• •Your Horse, Your Story, Your Jewel. Unforgettable memories handcrafted into timeless elegance.
• •The bond you share is unique. Your ring should be too. Meticulously handcrafted from your horse's hair and set in polished 925 sterling silver, this ring is more than an accessory—it's a constant, gentle reminder of your faithful friend. Let us create a timeless keepsake that keeps your connection tangible.
• •They are more than just a horse; they are part of your soul. At Cavallin, we understand that connection. We transform the hair of your beloved horse into exquisite, handcrafted jewelry. A personal, elegant way to cherish your memories forever. Learn more about our process.
• •A Timeless Way to Honor Your Best Friend | Inside Cavallin