MyFamily

MyFamily S.r.l. operates in the pet accessories market, leveraging Italy's historical goldsmithing and artisanal traditions to create high-end identification tags, collars, leashes, and harnesses. Founded in 2010 by Alessandro Borgese, the company is headquartered in Valenza, a district renowned for its jewelry making. Borgese, a gemologist and goldsmith with a degree in economics and commerce, identified an opportunity in the pet sector as the jewelry market faced a downturn. This background in precious metals and craftsmanship directly inspired the company's approach to product design, viewing pet tags as pieces of jewelry that combine both function and aesthetic appeal.

The company's core business revolves around the manufacturing and sale of pet identification products. It serves both individual pet owners through direct-to-consumer online sales and a growing number of physical boutique stores, and business-to-business clients, such as pet specialty retailers. A key component of its B2B model is the 'Techla' engraving machine, a self-service system that allows retailers to offer customers on-the-spot tag personalization in under two minutes. This strategy provides a distinct in-store experience and a high-margin revenue stream for retailers. MyFamily has expanded its product lines beyond tags to include a wide array of collars, leashes, and harnesses made from materials like genuine Italian leather and featuring exclusive hardware. The company emphasizes its "Made in Italy" philosophy, with all products designed and manufactured in-house to maintain quality control. It has a significant global presence, exporting to over 60 countries and serving millions of customers worldwide. The company reported revenues of over €20 million in 2023.

MyFamily's product catalog is extensive, featuring over 800 tag models with diverse designs, including collections that resemble specific dog breeds. These tags are crafted from various metals and are known for being thicker and more durable than many competing products. A notable product is the 'HushTag,' which incorporates rubber to prevent noise. Beyond tags, its collars and leashes are distinguished by unique metal finishes and patented features like the 'Always Ready D-Ring,' which simplifies leash attachment. The company is also expanding into a broader pet lifestyle brand, opening its own retail boutiques and planning for significant European expansion. Keywords: pet accessories, pet ID tags, Made in Italy, dog collars, dog leashes, pet harnesses, Alessandro Borgese, Valenza jewelry district, pet products, custom pet tags, engraved pet tags, pet supplies, leather pet collars, pet fashion, pet B2B, Techla engraving, pet lifestyle brand, artisanal pet products, pet safety, animal identification, premium pet goods