We didn't start with a business plan. We started with a dog who hated having his nails trimmed and a set of clippers that made the whole thing worse.

That's the honest version. Most of the products in this store exist because something ordinary was annoying us, a nail grinder too loud to use without a full blown standoff, a dog bed that looked orthopedic but flattened out in a month, a water bottle that leaked all over the back seat before we even got to the park. We didn't need luxury. We needed things that actually worked, made by people who seemed to have used them on a real animal first.

So that's what we set out to build. Every product we sell gets used on our own pets, by us, before it ever gets listed. If the LED on the nail grinder doesn't actually help you see the quick, we don't carry it. If an "orthopedic" bed is just a regular cushion with a fancier tag, it doesn't make the cut. We'd rather sell fewer things and have every one of them be something we'd hand to a friend without hesitating.

We're a small operation, not a warehouse of everything. That's on purpose. We'd rather get a handful of products really right than have a catalog with things we wouldn't trust with our own pets.

If something we sell doesn't hold up, tell us. We're genuinely trying to build a store we'd want to shop at ourselves, and that only works if we keep listening.