Today we’d like to introduce you to Morani & Yoav Weiss.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
We both grew up in homes where dogs were family. They weren’t “pets” in the background, they were there for everything: childhood milestones, hard days, celebrations, and quiet moments on the couch. As we became parents ourselves, that bond took on a new meaning. Watching our kids form deep attachments to our dogs made us think about something we’d always wished for growing up: more healthy, high-quality years with them.
Like most pet parents, we wanted our dogs to stay active and happy for as long as possible. But when we looked at the supplement space, it felt overwhelming and fragmented. We wanted something simpler, cleaner, and more thoughtful. A better way for pet parents to feel confident about what they’re giving their dogs, without feeling overwhelmed.
That idea became Furevery.
We created Furevery to help pet parents get the most enjoyable years possible with their furry best friends, not just more years, but better ones. Our focus has always been on longevity, mobility, and overall vitality, using carefully selected ingredients that support dogs as they age. Every decision we make comes back to the same question: does this help dogs stay playful, comfortable, and present in family life longer?
Building Furevery has been a personal journey shaped by our own experiences as dog lovers and parents. It’s rooted in the hope that our kids, and others like them, get more time growing up alongside the dogs they love so much.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Neither of us comes from an e-commerce or consumer products background. Yoav is an architect and Morani is an attorney, so launching a direct-to-consumer brand meant stepping into an entirely new world almost overnight.
Everything from manufacturing, logistics, and compliance to marketing, branding, and customer acquisition was unfamiliar territory. Learning how to build and optimize a website, understand paid ads, manage subscriptions, and sell on platforms like Amazon required a steep learning curve. There’s no clear playbook, and mistakes can be costly when you’re bootstrapping and learning in real time.
That said, the challenge has also been motivating. We’ve had to become students of e-commerce, branding, and storytelling, constantly testing, learning, and improving. While it’s been uncomfortable at times, it’s also been rewarding to build something completely outside our original professions and slowly gain confidence in a space that once felt very foreign.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Furevery is a premium dog supplement brand focused on helping dogs live healthier, more comfortable, and more active lives at every stage of life. We create targeted formulas designed to address specific needs such as longevity, mobility, and overall wellness, with the goal of giving dogs more high-quality years alongside the families who love them.
Each Furevery product is developed with intention. Our formulas are carefully researched, thoughtfully sourced, and reviewed with veterinary input to ensure they’re both effective and appropriate for long-term use. We prioritize quality, transparency, and simplicity, making it easy for pet parents to understand what they’re giving their dogs and why.
We sell direct-to-consumer through our website and on Amazon, which allows us to stay closely connected to our customers and continually refine our products based on real feedback. As founders who are both dog lovers and parents, we’re proud to be building a brand that’s growing thoughtfully over time, with products that are rooted in care, science, and real-life experience. At its core, Furevery exists to help dogs stay active, comfortable, and live longer.
Can you share something surprising about yourself?
One surprising thing is that Furevery wasn’t planned as a business at all. Yoav is an architect and Morani is an attorney, so everything about e-commerce and pet supplements was completely new to us. We’re still very hands-on and involved in everything, from product decisions to customer emails. What we didn’t expect was how emotional it would be to hear from families about their dogs feeling better and getting more quality time together.
Contact Info:
- Website: https://furevery.com
- Instagram: https://www.instagram.com/furevery_
- Facebook: https://www.facebook.com/profile.php?id=61565744483572
- Other: https://www.tiktok.com/@fureverydog
Image Credits
We took all the photos. No credits applicable
