Brand Tone

Informal, enthusiastic, and community-centric. It is direct and action-oriented, using slang and colloquialisms appropriate for its young, social media-savvy equestrian audience. The communication is fast-paced and peer-to-peer.

Brand Values

• •Affordability
• •Sustainability & Second Life
• •Passion for the Equestrian Community
• •Accessibility

Best Practices

• •Embrace the Community Language: Continue using equestrian-specific terms and Polish slang ("koniara," "perełki," "bryczesy") to maintain authenticity and connect with the core audience.
• •Create Urgency and Scarcity: The "one-of-a-kind" nature of second-hand items is a major strength. Use words like "gone forever," "only one," "act fast," and "don't miss out" to drive immediate action, especially for live sales.
• •Lead with Value: Always highlight the benefit—usually the low price or brand name. Instead of "We have a saddle for sale," try "Get a [Brand Name] saddle for under [Price]."
• •Maintain an Energetic and Enthusiastic Tone: Use exclamation points, emojis (🐴✨), and upbeat, direct language. The copy should feel like it's coming from an excited friend who just found a great deal, not a formal corporation.
• •Cross-Promote with a Clear Call-to-Action (CTA): Every piece of content should guide the user somewhere. TikToks should point to the website or the next Facebook Live. Website pop-ups should encourage newsletter sign-ups for sale alerts. Always make the next step obvious.

Social Perception

Very positive, viewed as a go-to source for affordable "gem" or "pearl" finds. Perceived as an authentic community hub and a trusted source for equestrian gear.

Copy Examples

• •You asked, we listened! A mountain of brand-name breeches and saddle pads just landed. Don't walk, RUN to our Facebook Live tonight at 19:00 before your size is gone! #lumpekskoniary #jezdziectwo #secondhandfinds
• •This Pikeur saddle pad was looking for a new home... and it could be yours. ✨ Great condition, even better price. Tap the link in our bio to shop before someone else does! #koniara #equestrianstyle #thrifting
• •Ride More, Spend Less. This weekend only: Get an extra 20% off all saddles and bridles. Your horse will thank you. #equestrianonabudget #usedsaddles
• •Get ready! It's our end-of-month LIVE CLEARANCE! We're showing off over 100 items with prices starting at just 5 PLN. Grab a snack, tag a friend, and be ready to claim your treasures. See you Wednesday at 20:00! #lumpekslive #equestriangear
• •We LOVE seeing our finds in action! ❤️ @(username) looks amazing with her 'new' saddle pad from last week's live sale. Thanks for sharing and being part of the Lumpeks Koniary family! #communitylove #happycustomer