How my love of horses became Equimour

Behind Equimour there is no marketing team and no business plan dreamed up in a conference room. Behind it is me – Svea – and a love of horses that began before I could even walk properly.

It started with a Shetland pony called Max

I was three years old when I first got a whiff of stable air. On our family pony Max, a Shetland pony, I rode my first laps through the woods. What began as childhood happiness has stayed with me: horses have never let go of me since, not even when life got more complicated.

For my 18th birthday my biggest dream came true – my own horse, the Hanoverian mare La Vida. Over the years two dogs have joined us, and today they are firmly part of my pack.

From the grooming spot to our own brand

The idea for Equimour came about where I spend most of my time: at the grooming spot. Somewhere between curry comb, body brush and mane brush, I started asking myself why something I pick up every single day has to feel like cheap plastic.

Grooming has never been a chore for me. It's the quiet minutes before riding when I really see my horse: where it's sensitive, where it leans in, where it closes its eyes. For exactly these moments I wanted tools that fit.

Together with my husband, who shares my passion for animals just as much as I do, I founded Equimour. The question at the grooming spot turned into a brand: brushes with wooden bodies, grooming mitts with a soft grooming surface, grooming bags made of faux leather, and a standard that runs right through to the last seam.

Names with a story

If you've ever shopped with us, you know them: TORI, MÄXCHEN, VIDI. These aren't product names made up from a database. They are the nicknames of the animals that have accompanied me, my husband, my family & friends over the years.

The mane brush VIDI is named in honour of La Vida, my first very own mare. That makes every product a small reminder of a loyal companion – and that matters more to me than any brand name we could have come up with.

What I pay attention to in our products

• Selected materials instead of mass-produced goods: wood, soft grooming surfaces and carefully matched bristles – every brush suited to what it's meant for.
• Faux leather: the look and feel of saddle leather, robust and easy to care for.
• Every detail chosen: by horse people, not on the drawing board.
• Packed with love: the final touch before every parcel, not an advertising slogan.

Grooming as a ritual

When someone asks me what Equimour is really about, I never end up talking about bristles and types of wood, but about the moments in between. Currying after a long day. The soft face brush on the horse's head when its eyes are half closing. The moment a horse lets go because it knows what's coming next.

That's exactly what Equimour is made for: care that feels like a ritual – out of love for the horse.

← Zurück zum Journal