Brand Tone

Elegant, Passionate, and Refined

Brand Values

• •Passion for the Equestrian World
• •Elegance in Detail
• •Timeless Sensibility
• •Quality and Craftsmanship

Best Practices

• •Lead with Emotion, Not with the Product: Start with the feeling or the shared experience of the equestrian lifestyle before introducing the item. Use evocative language that speaks to the dedication and passion of riders.
• •Use "Finishing Touch" Language: Consistently frame products as the final, elegant detail. Words like "touch," "accent," "detail," "polish," and "refinement" reinforce the brand's core proposition.
• •Maintain a Refined Vocabulary: Use an elevated lexicon that reflects the brand's premium positioning. Words like "luxe," "timeless," "elegant," "chic," and "sensibility" should be staples in the brand's vocabulary.
• •Tell a Story of Authenticity: Emphasize the brand's deep understanding of the equestrian world. Reference specific moments, challenges, and joys that only a true equestrian would understand to build a strong community connection.
• •Balance Discretion with Luxury: The tone is elegant but discrete. The copy should feel confident and luxurious without being loud or boastful. The value is in the quiet quality and personal meaning of the items, not in flashy logos or hype.

Social Perception

DUBOIS CHEVAL is perceived as a specialized, boutique brand that provides high-quality, elegant accessories for the dedicated equestrian. It is sold through its own website and a curated selection of respected equestrian retailers like Mary's Tack and Feed and Charlotte's Saddlery, which reinforces its legitimacy and premium positioning within the community. Customer reviews and product listings on third-party sites highlight the products as a "perfect final touch" or a "chic finishing touch" that adds personality and luck. The brand is seen as offering refined, practical, and desirable items that allow riders to personalize their equipment in a sophisticated way. There is no significant negative sentiment found; the perception is overwhelmingly positive and aligned with the brand's intended image.

Copy Examples

• •The Heritage Collection. For the moments that define you. It’s in the quiet connection before a ride, the shared breath in a cool morning, the silent trust between you and your partner. Our new Heritage Collection is crafted to honor that bond. Timeless pieces designed to be a part of your story. Discover the collection – link in bio. #DuboisCheval #EquestrianElegance #FinishingTouch
• •Two sides to every story, one belt for every chapter. The Audrey Reversible Belt offers effortless versatility, with rich chestnut on one side and classic black on the other. Paired with a brushed gold stirrup buckle, it’s a refined equestrian touch for breeches, denim, and dresses alike. A timeless, luxe essential for the rider who loves options.
• •Your Finishing Touch Awaits | Inside DUBOIS CHEVAL
• •It's More Than a Sport. It's a Life. You know the dedication it takes. The early mornings, the unwavering passion. Your gear should reflect that. DUBOIS CHEVAL offers the finishing touches that celebrate your equestrian journey. Personalize your look with our collection of luxe charms and timeless leather goods. Shop the elegance you deserve.
• •Celebrating the Charm of Horses. Refined equestrian jewelry and accessories, designed for a life of passion.