That morning, we met in the center of Stockholm. The air was fresh, the streets barely awake, the city just beginning to stir. With our FINCHESA bags in hand, we walked through a small square — just around the corner, we had a meeting with our branding mentor. Excited and a little nervous, we stopped in front of large glass windows that framed the studio beautifully. Our bags — Cleo and Colt — shimmered in the morning light, like symbols of our dream.

As we stepped into the bright space, a creative energy filled the air, reflected in every inch of the studio. We were ready to hear everything about our bag brand, FINCHESA — everything, except what we actually heard. At that moment, we had no idea this meeting would become a turning point in our creative journey.

The red tone — the color of courage and strength

At first, it seemed the biggest challenge would be to integrate the red color into our brand — a color that symbolizes passion, power, and courage. We reviewed dozens of shades until from fifty we narrowed it down to fifteen, then to three most tempting tones, and finally — to the one true red.

We chose a red dress for the photoshoot and selected accessories that could tell the story of FINCHESA — about our brand and our bags. This time, the accessories had a deeper meaning; they had to express the strength behind a woman’s outer fragility, which often serves as her armor. That led us to design an armor piece ourselves — to perfectly express our message.

But at that moment, we didn’t know that the real challenge wouldn’t be the color — it would be the feeling. Finding what truly defines the essence of FINCHESA.

The idea of the horse — a symbol of inner freedom and femininity

From the very beginning of our search for a new FINCHESA identity, one thought kept returning — the image of a horse.

After deep discussions in Stockholm, where Johan Ronnestam guided us into another dimension and vision for FINCHESA — about the inner strength, freedom, and authenticity of a woman — something happened. Almost jokingly, almost by accident, our eyes became fixed on a large wall image: a horse, strong and noble in its movement, and beside it — a bag.

That moment went straight through us. It symbolized everything we wanted to express: courage, passion, and grace. It was a beautiful reminder — sometimes a brand’s true identity finds you, if you are open to it.

The photoshoot day — a miracle that happens at the right time

Later, when we were physically organizing the FINCHESA identity photoshoot — arranging every detail and step — we kept mentioning that vision of a horse with FINCHESA bags. But it seemed impossible to make it real, like a fleeting, unreachable dream.

On the day of the shoot, we were far from the city, surrounded by forest — nature was our only audience. As we set up an old Singer sewing machine in the middle of the meadow, with a big red dress, FINCHESA bags, and all the necessary equipment for the shoot, our eyes suddenly stopped at the horizon, across the field.

And then it happened.

There it was — a HORSE.

From the edge of the forest, along a winding path, a beautiful white horse approached us. We froze — time itself seemed to stop. Our vision had become reality. In thousandths of a second, hundreds of thoughts ran through our minds: how could this be? Where did the horse come from? How was this possible? How could there be a horse here?!

We hadn’t arranged it. We had only visualized — so strongly, so vividly. And there it was: beautiful, white, calm — as if it had always been there, waiting just for us. We only had to reach it. It was our dream made real.

Faith — the invisible energy of our brand

Did we catch the moment, or did the moment catch us?

To dare to dream the most unreal dreams — and make them reality — that is the story of FINCHESA. In that instant, we understood that miracles happen where there is faith. We hadn’t planned anything, hadn’t agreed on anything — we simply believed and visualized.

The horse became the bridge between dream and reality in our story. It embodies courage, passion, and graceful movement — the essence of every woman who holds a FINCHESA bag. It’s not just a bag. It’s a feeling. It’s the awareness that you can.

Later, when we reviewed the photos from the shoot, we weren’t just looking at pictures — we were watching a living dream. The horse, the red dress, the bag in the meadow surrounded by forest — everything was in perfect harmony. It was proof that intuitively created beauty always finds its way into reality.

FINCHESA is not just a handbag brand. It is the belief that everything born from the heart can become real. It is the courage to dream — and the strength to fulfill it.

Every design we create tells the story of a woman who doesn’t wait for permission — she creates her own path, her own story, her own world.

We often return to that day. It reminds us that miracles don’t happen by chance — they happen when we are ready to receive them.

FINCHESA is our story — and also the story of every woman who believes in herself and her dreams, who dares to follow them and make them real. And every bag is a reminder that dreams, courage, and beauty live wherever we allow them to happen.

A + A

The White Horse