About Us

My Story

For the love of dogs, and the difference we can make together 🐾

Hi, I’m Katie – dog mum, dreamer, and the heart behind this brand.This project began with my best friend, Charlie, our beloved dog who brought so much joy, love, and loyalty into our lives. When Charlie passed, I knew I wanted to create something that celebrated the unconditional love dogs give us every single day – and something that could give back to dogs in need. That’s how this brand was born: a place where every collar, charm, and accessory isn’t just about looking cute (though we love that too 🐶✨), but about making a positive impact. We proudly donate 25% of our profits to carefully chosen dog charities – so when your pup wears one of our collars, they’re not only looking amazing, they’re helping dogs everywhere live better lives.Charlie’s memory guides everything we do. She reminds us that every wagging tail, every cuddle, and every adventure matters. This brand is our way of keeping her spirit alive while supporting dogs who need it most.

Meet Our Pack

Our brand is built on family — and it all began with Charlie and Merlin. Together, they had nine beautiful puppies, and I’m lucky enough that my parents kept two of them: the gorgeous girls Lilly and Chubba. Now, they carry on Charlie and Merlin’s legacy as part of our team. Charlie will always be our guiding light, Merlin is our steady protector, and Lilly and Chubba bring the fun, style, and plenty of tail wags. This little family is at the heart of everything we do, and their spirit inspires every collar, charm, and happy customer story.