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After spending more than 20 years in the wine and spirits industry, Lauren Ephrat entered the pet space during COVID with a simple observation: most dog accessories felt outdated, overdesigned, or disconnected from how modern consumers actually live. What started as Doodle Couture eventually evolved into DOGISTRY - a design-forward accessories brand built around the idea that products for dogs should feel as thoughtfully designed as the products people buy for themselves.
In this exciting new interview, she discusses surviving a painful rebrand, landing placements in Chewy and Nordstrom, scaling the business roughly 5x over the past year without outside capital, and why today’s pet consumer increasingly shops through a lifestyle lens rather than a traditional pet retail one.
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