Pet Products, Supplies & Accessories Melbourne

Pet Spoon serves up nicely!

"But my dog doesn't use a spoon!" This was one of the first problematic comments faced by Belinda Jennings when she launched her new Melbourne based kitchenware products Muttlery & Catlery in November 2006. Six months on and the products are stocked in 26 stores, have appeared in newspapers and national magazines and TV. They are also being exported to New Zealand.

A longtime dog owner Belinda came up with the idea of a specially designed spoon that makes serving pet food mess and fuss free. Frustrated by using the humble tablespoon to serve up pet food she mentioned her dissatisfaction to friends during dinner party conversation. "They called me the next morning and told me they really thought I should do it. I knew it was a good idea but all I could think was how do you go about making a spoon?"

Despite her complete lack of knowledge and experience in the area she began researching and keeping a keen eye on the pet products, pet supplies and pet accessories market. There was nothing like it available, only plastic pet products that were cheap, unattractive and too small. Belinda conducted market research in the only way she could afford. "I asked everyone I knew what pet products they use and how."

It turned out that everyone provided similar responses. Belinda found most people are using their own tablespoon to serve the pet food, many have marked it as the 'pet's spoon' so they don't use it for their own food and everyone complained that they hated getting pet supplies on their hand because of the short length of the spoon.

The new design addressed these problems. The design includes a longer handle, measured specifically to provide enough length to reach the bottom of the can without having to reach in with your hand. It also features a flat edge to scrape the remaining contents from the bottom and sides of the can and, naturally, is adorned with gorgeous paw prints. "The more people I spoke to the more I realised that the product would have mass appeal. It's a functional kitchen utensil that is also attractive"

Belinda oversaw all aspects of design, manufacturing and packaging, intellectual property, web design and marketing. And all within a modest budget. "I used family savings and that helped me keep focused on the fact that I was investing for the future of my family. The initial motivation was to start a pet products, supplies and accessories business so that I had more flexibility with being with my children. And when the business grows I am aiming to be a family and pet friendly business"

In line with wanting to be a business that gives back to the community Belinda has also established a working relationship with the Lort Smith Animal Hospital. A percentage of profit goes directly to supporting their cause. "The Lort Smith does amazing work and they don't get any government funding. I really believe in what they do and wanted to help them as much as I could."

With a young family and a part-time job teaching, getting the business off the ground was a long process. It took three years from the initial concept to having the finished pet products. She decided to pursue the idea during a very busy time - a wedding to plan, a new baby on the way, a three year old and part-time teaching commitments. "I know it sounds crazy but I was so excited by the idea. I spoke to the designer who was making our wedding rings and she said she could do a prototype for the spoon. We sat down and designed our rings and then the spoon - I was more excited about getting the spoon than the wedding rings!!!" For the next three years Belinda would work after the children were in bed and during her lunch breaks at work. As the children have gotten older she also had to juggle the "important, everyday things" like canteen duty and swimming lessons. Belinda faced many times where she thought "What on earth am I doing?"

But her motivation was strong. She says "It's something I believe in and anytime I felt like throwing in the towel I reminded myself that if I quit, I'd certainly never make it."

While it has been a steep learning curve the challenges have all been worth the final outcome - Pet Products, Pet Accessories and Pet Supplies in Melbourne we are proud of and that solve common problems - "When the final sample came everyone oohed and ahhed, I think it exceeded people's expectations. It's gorgeous and it works!". For further information visit our website.