My Family Srl | ITALY
What moves a jewelry entrepreneur to create one of the most important pet tag companies?
Beauty and emotions
When Alessandro Borgese established My Family in 2010, he started a unique project. First, he produced ID tags on which a telephone number can be engraved, allowing pet owners to be reunited with their four-legged friends in case they got lost. But the discerning feature of the project was the way My Family succeeded in adding aesthetic value to a product that before was only considered useful. The company implemented precision, care and craftsmanship to each of its products, adding two fundamental elements: beauty and emotions.
Variety, quality, tradition
My Family tags are inspired by the desire to transform a useful product into a beautifully customized one; a conviction which is rooted in the ancient Italian goldsmiths’ tradition and which inspired My Family artisans to develop the biggest pet tags collection in the world. Friends, Charms, Basic Handmade, Chic, Classic, Shine, Bronx, Glam and the latest Flag and New Basic XL: hundreds of models divided into categories with distinctive characteristics. My Family can be found in more than fifty countries and is a market leader in many of them.
Beyond tags
My Family wants to be in touch with each customer. Whoever purchases a My Family tag enters a world full of dedicated services, among which the memo Pet Identity: a free app reminding owners of useful information and appointments about their pets, like vaccinations, vet visits and birthdays. Through social channels My Family connects with pet lovers, dispenses advice, impressions, comments and tips about pet care.
Techla: customized engraving
A common pet tags resellers’ dream is to own a machine to engrave each tag directly in their store. With its new engraving system Techla, My Family allows its customers to customize purchased tags on the spot, following some easy instructions on the LCD touchscreen. This way, customers can engrave the tag by themselves immediately after purchasing it.
Future plans
The company’s strength lies in its extensive range of collections that stand out for their design and prices. It uses precious materials, glitter, Swarovski crystals but also simple materials and shapes like aluminum or chrome bones and circles. This way, the company meets the needs of customers in all world markets. For the near future, My Family aims to set foot in the United States to start establishing their presence in all American states to become the world leader in the ID tags market.