If you’d told me a few years ago that a global pandemic would mark the beginning of an entirely new chapter in my career, I wouldn’t have believed it. But as the world slowed down and people reconnected with their homes—and the pets they share them with—an opportunity quietly emerged.

A Shift in Daily Life

During the height of lockdowns, I found myself spending more time at home with my dog, Rosie, than ever before. Gone were the office dress codes and endless commutes. In their place? A slower pace, introspection, and an awareness of what truly mattered. Like many, I traded tailored outfits for activewear—but still craved style and quality in the everyday.

And that’s when I saw the gap.

The Humanisation of Pets Meets Luxury Design

Pet ownership wasn’t new, but the way we related to our animals had changed. Our pets became our co-workers, exercise partners, and emotional anchors. Services like pet spas, grooming salons and even doggy daycares were booming—but the accessories hadn’t quite caught up.

With a background in fashion, I’ve always appreciated considered design and premium materials. In the world of human fashion, these qualities are non-negotiable. But in the pet category, stylish, timeless pieces were few and far between. Most options were playful or gimmicky—rarely elevated.

That’s when the idea for THEANIMALS™ took hold.

Reading the Signals

I wasn’t alone in noticing this shift. Luxury houses were beginning to release their own lines of pet accessories. The message was clear: consumers were ready to invest in their pets like never before, and design-led options were in demand.

Starting a business in uncertain times can feel risky—but it also presents an unmatched opportunity to listen deeply and act quickly. Covid highlighted just how much emotional value people placed on their pets and their homes. Our daily rituals had changed, and we wanted to upgrade even the smallest moments.

A Permanent Change

As lockdowns lifted, not everything went back to “normal.” Many people continued working remotely, taking midday walks, and welcoming their dogs into more of their lives. That permanence gave me confidence: the market was ready for beautifully crafted, intentionally designed pet accessories that blend seamlessly into people’s lifestyles.

THEANIMALS™ launched with a simple idea: to create pieces for pets that felt as refined, functional, and beautiful as something we’d buy for ourselves. Think neutral palettes, luxurious textures, and a timeless aesthetic that looks just as at home on a city footpath as it does in a country café.

What I’d Say to Fellow Entrepreneurs

If you’re thinking about launching something new in a volatile market, here’s my advice:

  • Watch for cultural shifts. Consumer behaviour evolves during times of change—look for patterns in how people live and what they value.

  • Pay attention to rising values. During the pandemic, themes like comfort, emotional connection, and wellness surged. Align your offering with what matters most to your audience.

  • Look for the white space. Trends move fast—but not all categories keep pace. Find the gap between what people want and what’s currently available.

Embrace the Uncertainty

Building THEANIMALS™ wasn’t about waiting for the stars to align. It was about tuning in to the moment, trusting my instincts, and creating something meaningful during a time when people were re-evaluating their lives.

The perfect time to start a brand? It might just be when everything feels uncertain—because that’s when people are open to change.