I've been building online businesses since 2008. I've learned to recognize when a passionate community is being underserved — when people who love something deeply can't find products that love them back with the same specificity. Dog owners were that community.

I started MostlyPaws in 2016 with a simple observation: dog people don't want dog stuff. They want products made for their dog. The specific breed. The actual name. Something that makes a stranger look twice and ask, "is that your dog?"

Nearly 200,000 orders later, we've learned what works: products that make a dog parent stop mid-scroll and say "I've never seen that before — and it looks exactly like my dog." Personalized toy boxes with your dog's breed illustration and name on the front. Pillow covers built around your specific breed. And our newest obsession — mandala garden stakes cut from wrought iron in over 100 breed silhouettes, filled with interlocking patterns, with your dog's name on it.

We're a small team. We care about getting the breed right. We care about customer photos showing stakes in real gardens, toy boxes in real living rooms, and pillows on real couches — with real dogs nearby who have no idea they're the main character.