Florida Weekly: “Pinned with Love”

From Florida Weekly Palm Beach Edition:

When West Palm Beach resident Hilarie Viener sat down for her appointment at a local beauty salon, she had no idea what was to come. When her mother stopped by the appointment, as she often did, she immediately knew something was wrong. Her visit carried a heavy sadness. Hilarie learned that her mom’s beloved Maltipoo, Ted, had passed away.

What followed was a spontaneous outpouring of emotion. Conversations paused. Stylists and clients leaned in with empathy. Strangers shared their own stories of pet loss, and the salon was briefly transformed into a circle of compassion. Viener found inspiration in that powerful moment of shared grief and that’s when she came up an idea: The Black Paw Memorial Pin.

The pin, a tribute to the enduring love between people and their pets, is designed as a subtle yet powerful symbol of remembrance and solidarity. It acknowledges the deep sorrow of losing a pet companion and gently signals to others, “I’m grieving. Please be kind.”

“I moved from Manhattan to Palm Beach in 2021, though Florida has always been a part of my life. Now, I live within 30 minutes of my mom, who is 84 years old and adorable. She dresses like a rockstar, cruising in her sports car with her little sidekick, Ted. She shared the painful news that Ted had passed, and suddenly, the whole salon came together,” says Viener, founder of the Black Paw Memorial Pin.

“It was comforting to witness such a spontaneous moment of connection. I bought the domain URL for it right there in the salon chair.”

As a branding and marketing professional, Viener recognized a gap: no clear way for grieving pet owners to express their loss publicly, even though the pain is often just as intense as losing a human loved one.

“You don’t just lose a pet,” says Viener. “You lose a routine, from morning walks, the socialization of small talk at the dog park, and the comforting rhythm of caring for another. That bond, especially as pets grow older and need more from us, runs deep. For many seniors, it’s not always possible to adopt again. My mom even talks about sharing a pet to regain that companionship. However, people rarely receive acknowledgment for the love and effort they pour into their pets or for the grief they carry when that chapter comes to an end.”

She spent a year refining the concept, developing the website, and handling logistics, insisting on domestic production with a Florida-based supplier to ensure hands-on quality control. The pin’s design was a collaborative effort, initially sketched by Viener and brought to life by the late Eileen Strauss, founder of S2 Design in New York City and a close friend.

“The black represents grief and loss, while the bold and polished brass symbolizes the light and joy our pets bring… The tagline, ‘Wear with Honor. Give with Love.’ captures the spirit of what I wanted to create,” Viener explains.

Since launching in 2023, the Black Paw Memorial Pin has resonated with thousands. Initially purchased by grieving pet parents for themselves, it’s now often gifted as a heartfelt sympathy token—one that offers lasting comfort and visibility beyond flowers or cards.

Viener says customers often return for more pins, sharing letters and stories about how the pin brought healing. What began as a single product has grown into a thriving community. The Black Paw website and social media now serve as a digital sanctuary for remembrance. Visitors post Polaroid-style photos, share stories, and access resources about pet loss.

“Our social media and website feature Polaroid-style photos of people with their late pets; it’s a memorial space,” says Viener. “When a pet passes, you might receive flowers or a paw print from the vet, but this is something different. It’s a place you can return to and stay in touch.”

In January, the brand proudly announced it is supported by American Humane. “We also hosted a fundraiser for their rescue relief efforts at the Haven Palm Beach. Supporting animal welfare, especially in times of natural disasters, is something we are deeply committed to.”

American Humane’s disaster relief teams help injured and displaced animals, offering critical care and helping reunite them with their families. The partnership reflects the larger mission of the Black Paw Memorial Pin: honoring animals and those who love them, both in life and in loss.

Sales of the pin have been steadily growing, especially at in-person events where stories are shared, tears are shed, and connections are formed.

“Every month, sales continue to grow,” Viener notes. “We see an increase not just online but especially at the events and fundraisers we attend.”

Now available online, through the American Humane Society’s website, and in select retail shops, Viener has herer sights set on national and international n- growth. With her mother, lovingly dubbed an “Inspiration Advisor,” cheering her on, she leads a small but passionate team.

Looking ahead, Viener hopes to involve local seniors who have lost pets, creating opportunities for them to assist with product fulfillment and possibly serve as peer grief counselors.

“Many seniors in our community are no longer working and have lost pets. That’s one of our long-term goals, to grow the team and the community in a meaningful way.”

At its core, the Black Paw Memorial Pin is more than jewelry, it’s a heartfelt gesture, a conversation starter, a token of shared sorrow, and, most importantly, a message: you are not alone.

“There is a lot more to it than the pin,” says Viener. “It is creating awareness and a movement.” I created the Black Paw Memorial Pin to be more than a symbol, but a form of recognition, a universal gesture of empathy and awareness.”