The story behind launching Doggo Apparel & Readywear Ensembles

I do love surprises and giving people happy ones. And this last week I know I did a Gomer Pyle to many  (remember his famous saying ‘Surprise, Surprise, Surprise’).   So I want to share the story behind launching Doggo Apparel & Readywear Ensembles

After 2 decades running businesses in marketing, recruitment and careers solving problems, pushing uphill and carrying the weight of other people’s success I was beyond soul tired. I didn’t want to play in the corporate hustle and competitive sandpit anymore.

It was high time for a fun new venture and step away from all I had been doing. I wanted to create with my hands for joy.  Joy in colour, in creativity, in wagging tails and soft fabrics.

I’ve always loved doggo’s, sewing and creative flair.   I could spend hours pouring over fabrics and the feel of textures.  I’ve been sewing since I was a teenager for myself, friends and family. I love the magic of turning fabric into happiness, be in on humans or our furry furry best friends.

My mums Auntie Eva was a professional dressmaker and I was mesmerised with what she made, especially for balls and events. When she passed away in the late 70’s she left me a tiny bit of money.

In honour of her I went and bought my first Elna Contessa sewing machine. It was very expensive at the time and guess what? It still works magnificently now and has made 100s of clothes and soft furnishings over the decades.

As a devoted Cavalier Spaniel mum, I could never find clothes that fit my little tribe properly. It was always a Goldilocks situation: too big, too small, never just right.

Doggo Apparel & Readywear Ensembles was born from that mix of love, frustration and a craving to do something that brought genuine personal delight.

Every piece is handmade by me with comfort, personality, and a paw-fect fit in mind. And yep, there are matching hoodies for humans too, After all, it’s all in the family!

Its only the beginning and I will be adding different designs and ideas over time. I have no desire to make this little fun venture.

As my business name was DARE (I launched it in 2015 for the meaning of Direct, Authentic, Real & Engaging) I’m keeping the site and loved how I pivoted the name to Doggo Apparel & Readywear Ensembles

Take a look at my just launched website HERE, it will be updated regularly with clients (the 4 legged ones) in their wagworthy outfit.

ps: and for a bit of archive media fun, I wrote this a few years back.. was one of my most favourite media opinion pieces ever:   Lessons from a Cavalier Pup on Change and Innovation