Gemma Stocks is the founder of The Herbal Dog Co - the biggest pet brand on TikTok which she built after making natural products for her own dogs at home.

It all started back in 2017, when she was struggling to find natural solutions to treat skin problems for her own pets and began making concoctions for her poorly rescue dogs Benson and Lola from her kitchen table.

Gemma was working in hospitality, and had an interest in health brands for humans and wondered what it might be like to do the same for pets.

Wanting to do the best for her own dogs, she started experimenting with natural remedies and raw feeding, learning about herbs after work and building a range that now has a huge following across the UK.

Gemma talks about how being dyslexic and having ADHD has shaped how she runs her business - from her simple messaging to making sure no customer ever feels stupid or isolated.

We also chat about TikTok - how she said no to Dragon’s Den, then later joined TikTok Shop after being approached by someone who used to work on the show.

She talks about going live when no one was watching, the behind-the-scenes graft, and why being consistent when it was the last thing she wanted to do led to making £1million on the platform.

Plus, why she thinks self-care sometimes looks like trashy romance novels, and why making mistakes is something to be proud of.

All the links to connect with Gemma and find out more are at the end of this post, and you can listen to the full interview using the player link below.

Topics and timings in this episode:

0.20 - What to expect from this episode.

1.36 - Gemma on how she went about creating the Holland and Barratt of the pet world and how her business grew.

3.40 - How Gemma learned about food as medicines through her old role working restaurants and hospitality.

4.10 - Doing her own DIY raw feeding and supplements for her own dogs and how this led her to explore her own solutions.

7.08 - Finding her customer base and talking in layman’s terms to her customers who are trying to figure out what’s best for their dogs.

9.56 - How Gemma connected with a former vet and herbalist to ensure what she was creating was the best she could offer.

11.38 - Regulation and the supplement industry for pets.

13.02 - Connecting the dots between the trends in human spending and matching this with the change in how we were treating our pets.

16.17 - Juggling her day job with running her new brand.

18.54 - Using what she learned from her old role to build an audience and community, working with groomers and people in the pet industry and growing the Herbal Dog Co.

23.22 - Having her first office/warehouse at the back of a friend’s pet shop, and taking on her first employee Hazel.

28.55 - How the team has grown since and how she maintains morale with her staff.

34.51 - The ways Gemma brings her company culture and behind the scenes at The Herbal Dog Co into her content.

41.33 - Why Gemma’s own experience of being dyslexic growing up shapes the way she communicates with her audience.

46.22 - Choosing TikTok shop over Dragon’s Den and how Gemma chose to take a leap of faith on the video platform which led to her making £1 million!

57.21 - What else has worked for Gemma in raising the profile of The Herbal Dog Co.

1.06.21 - Gemma on her biggest mistakes.

1.12.03 - The self-care steps Gemma follows.

1.16.02 - How Gemma is now supporting other brands who want to learn about TikTok.

1.17.53 - Where to learn more and connect with Gemma.

Links mentioned in this episode:

Watch Gemma's video of Gigi settling in: https://www.instagram.com/reel/DOfymFFjSf1/?igsh=Zm95d2t5OWs1bDg1

Visit The Herbal Dog Co website: https://herbaldogco.com/

Follow on TikTok: https://www.tiktok.com/@herbaldogco

Follow on Facebook: https://www.facebook.com/HerbalDogCo/

Connect on Instagram: https://www.instagram.com/herbaldogco/

Pet Business Content Planner Companion: https://rachelspencer.co.uk/shop/

Gemma’s new TikTok training services

The Herbal Cat Co: https://herbaldogco.com/product-category/cat/

Natasha Courtenay-Smith’s podcast: TikTok, ChatGPT and the new gatekeepers

Gemma Glover from The Pet Carpenter on making beautiful furniture for pets

Natasha Courtenay Smith on keeping up with the content monsters

Victor Carpio and how a rescue cat in a sewer inspired the Dental Wand

What it’s like to go on Dragon’s Den with Debbie Greaves from Barking Bags

What it’s like to go on Dragon’s Den with Aneisha from Scrumbles

My beer garden lightbulb moment with Jessica Morris from The Canine Menu

Should you buy my pet business planner?

Is my Pets Get Visible membership right for you?

Key topics and timings in this episode:

0.20 - What to expect from this episode and the chat with Kirsty.

1.41 - Kirsty on her background in the pet industry.

2.47 - How Kirsty went from running her hydrotherapy business to creating her own tool.

3.54 - Deciding to sell her business and change direction.

5.18 - How her experience shaped what she’s made with Pet Biz AI.

8.00 - Getting her head round technology as a business owner who has dyslexia.

11.01 - Kirsty’s advice for people who might be wary of AI.

15.01 - What the Pet Biz Ai system looks like.

20.00 - Taking the pressure off yourself to keep up.

21.45 - Using Q and A to make sure the AI overviews pick up on your content.

24.49 - How pet professionals can utilise AI search, Reddit and reels to be found.

27.04 - Ways businesses are using Pet Biz AI.

31.50 - Other ways AI can help in life from counselling to trading standards complaints!

34.28 - How context windows work.

37.46 - The importance of the personal touch and putting your personality and tone of voice in your content.

42.35 - How hallucinations work and making sure you check the AI output.

45.09 - Treating AI like an intern not an equal.

47.52 - Kirsty’s thoughts on the future of AI for pet professionals and how it can make life easier.

51.39 - What’s next for Kirsty and how to get in touch.

Links mentioned in this episode:

Kirsty on why winning awards will help your pet business grow.

How ChatGPT, TikTok and Shopify are the new gatekeepers podcast with Natasha Courtenay Smith.

Links mentioned in this episode:

Connect with Kirsty on her website: Pet Biz AI website

Pet Business Content Planner & Companion

Follow Kirsty on LinkedIn

Kirsty on why winning awards will help your pet business grow.

How ChatGPT, TikTok and Shopify are the new gatekeepers podcast with Natasha Courtenay Smith.

Key takeaways from the Business of Pets Conference 2025

Download my free social media calendar

10 ways to use ChatGPT to make your life easier (this post is from 2023)

Running a pet business is full-on, and when it comes to planning, it can feel like yet another thing on your never-ending to-do list. 

That’s exactly why I created the Pet Business Content Planner - and this year I’ve created more support to help you use it, The Planner Club.

If you’ve clicked on this episode, chances are you’ve either grabbed a copy of the 2026 planner already or you’re thinking about it. 

Maybe you love the idea of being organised and consistent with your marketing - but also know you need a bit of structure and support to make it happen.

This podcast will help you figure out whether the planner club is right for you.

I’ll walk you through what’s included, how it works, and what you’ll walk away with by the end of the year.

Topics and timings:

0.42 - About the Pet Business Content Planner.

1.30 - New things in the Pet Business Content Planner for 2026.

2.38 - Why I decided to create The Pet Business Planner Club to go alongside the planner. 

3.10 - What the Planner Club will help you do.

3.46 - What you get in the Planner Club.

4.35 - Online Planning Event.

5.10 - How the quarterly planning sessions work. 

6.55 - How the coworking mornings work.

8.16 - Tracy Brind on her thoughts on the online coworking.

9.00 - Days for the coworking morning.

9.40 - Why I’m capping the Planner Club at 50 seats.

10.09 - Who the Planner Club is for and not for.

10.43 - Discounts for Pets Get Visible members.

11.21 - Why I’m separating planning from coaching for 2026.

11.45 - My background and credentials as a coach.

12.05 - What’s inside Pets Get Visible.

13.19 - Why I’m putting up my prices for Pets Get Visible for 2026.

13.55 - Where to go to join the Planner Club or Pets Get Visible.

Links mentioned in this episode:

Should you buy my pet business planner? https://rachelspencer.co.uk/should-you-buy-pet-business-content-planner/

Buy a planner: https://rachelspencer.co.uk/product/pet-business-content-planner/

Join the Planner Club here: https://rachelspencer.co.uk/product/pet-business-planner-bundle/

Find out more about Pets Get Visible: https://rachelspencer.co.uk/pets-get-visible-right-for-you/

Learn more about Kate from Finbo Studio: https://finbostudio.co.uk/

Claire Harris is the founder of Pets 2 Places - the UK’s first pet taxi franchise and talks about why she's on a mission to educate owners about pet travel safety.

Her business started back in 2014 when Claire had the idea to make a taxi service for pets, and with a £10 phone and a handful of leaflets.

She was supporting elderly people in her old role in another business, and was asked about helping get pets to the vets.

Claire gave the concept of ‘Pets to Vets’ a try, walked round vets with her leafets, and her business expanded, rebranded to Pets2Places in Milton Keynes and has grown into a national business helping people and their pets travel safely.

As well as transporting animals, Claire feels so passionately about making sure when they’re travelling, pets are safe, and created Pet Travel Safety Day to educate owners around doing their best for their pets when they’re in the car.

This happens every July 1st, the day wearing seatbelts became compulsory, and now Claire is working on creating her own crash tested travel equipment for pets and has become one of the UK’s leading campaigners for pet travel safety.

She talks about the lack of proper safety standards when she started out, and how she taught herself everything from scratch, plus how being visible has helped.  

All the links to connect with Claire and learn more about her work and Pet Travel Safety mission are at the end of this post. 

Key quotes in this episode:

“People don’t know what they don’t know. I used unsafe equipment at first because there was nowhere to learn from. That’s why I now share what I’ve learned.”

“I want people to look at their dog and ask: ‘Would I want to crash in a car like that?’ Because that’s what we’re putting them through.”

“I started with a £10 phone and a top-up card. Now I’ve created a franchise, designed a safety product and started a national campaign. It’s grown because I believe in it.”

“This business is about more than pets - it’s about people. Some of the clients we support haven’t left their house in months. We’re a lifeline.”

“I didn’t set out to be a campaigner, but I couldn’t ignore what I was seeing. Once you know better, you have to do better.”

“Being visible has helped me reach more people - but it’s also helped me stay accountable to my mission.”

0.20 - Introduction to the episode.

2.28 - How Claire’s Pets2Places business happened by accident.

7.12 - What is was like starting out and how Claire went round her local vets with leaflets and her business grew. 

11.22 - What travel equipment was like when Claire started out and what she’s learned. 

14.36 - What set Claire off on her mission to learn about pet travel safety, and how she went about building her expertise in the area.

19.11 -  What the law says about pet travel (and what’s missing).

21.16 - Claire’s education and awareness work and Pet Travel Safety Day on July 1st.

23.54 - What Claire’s taxis look like when it comes to equipment and keeping the animals she cares for safe.

25.43 - The impact of being in an accident with an animal and how dangerous unrestrained pets in the car can be.

27.30 - Some of the experiences Claire has heard of with animals being loose and the tragedies that can happen.

30.05 - Claire’s plans to create crash tested ISO standard travel equipment for animals and her work campaigning for the government to take Pet Travel Safety more seriously.

32.05 - Member story from Sarah Jones from My Anxious Dog.

33.07 - Claire’s frustration that animals are ignored when it comes to travelling safely when we’re a nation of pet lovers. 

34.11 - Her recommendations for pet owners who want to make sure their dog is safe.

36.02 - The problem with the market at the moment and things to consider if you’re making a pet travel product to protect the pet and the people in the car.

38.34 - The product she’s developing and what makes it different as she’s working with vets, engineers and product designers.

41.14 - The range of products she’s planning to make, from robust and hardwearing for pet pros and cuter designs for younger pet owners.

44.21 - The growth of Claire’s pet transport business, and how it’s an ideal opportunity for people who love pets and want to support the human and animal relationship.

46.31 - The most effective communication channels for getting her Pet Travel Safety message out there and getting in the press.

48.54 - How Claire’s passion has helped her become an authority and expert in her field.

51.38 - Dealing with rejection and how this has made her more determined to keep moving forward.

54.34 - How self belief and grit and determination has helped Claire keep going.

55.31 - Where to find out more about Claire and her work. 

Find out more about Claire on her website: https://pets2places.co.uk/

Follow her on Facebook: https://www.facebook.com/Pets2PlacesMiltonKeynes/

Connect on LinkedIn https://www.linkedin.com/in/claire-harris-80780512a/ 

The Kurgo harness Claire recommends: https://kurgo.uk/products/enhanced-strength-tru-fit-dog-car-harness

Pet Travel Safety Day details: https://pets2places.co.uk/pet-travel-safety-day/

Are you thinking of buying my Pet Business Content Planner?

In this episode, I’m talking all about why I created it, who it’s for, and how it can help you.

This planner is designed specifically for pet business owners to make marketing easier, build confidence, and help you stay organised.

I’ll walk you through its features, like monthly content prompts, goal-setting tools, coaching exercises and practical resources that can help grow your visibility and connect with your audience.

If you’ve ever felt overwhelmed by putting your pet business out there or struggled to stay consistent with your content, this episode has inspiration and actionable ideas to support you.

I’ll also mention The Planner Club, where you can join in an online planning day, plus quarterly planning sessions and coworking mornings to help you make 2026 your most visible year yet.

Key topics and timings:

0.20 – What to expect from this episode.

0.42 - Things to buy instead of the planner if you're not going to use it!

1.15 – Why I created the Pet Business Content Planner and what’s inside: content prompts, goal setting and support tools.

1.45 - How the planner brings together all I have learned from working with clients since 2019.

2.30 - How the Planner Club can help you keep on top of planning.

3.10 - What the Planner is like and updates for 2025.

3.49 - What a typical month looks like.

4.19 - How the awareness day section works in planning and getting your business noticed.

5.08 - Goal setting each month, the paws and reflect section and quarterly planning sections.

6.30 - The Words for When section for example, words for when the Peer Fear strikes.

9.28 - Who the planner is for?

10.37 - Planner review from Sarah from Berkshire Dog Training.

11.31 - Who the planner is not for.

13.10 - The importance of finding your own voice as a pet professional.

14.20 - How the planner can help you.

17.39 – Overview of what’s new for 2026.

19.47 – Introducing The Planner Club and how it works.

23.47 – StreetVet fundraiser – how planner sales will support the charity.

Links mentioned in this episode:

The planner on its own for £40: https://rachelspencer.co.uk/product/pet-business-content-planner/

Or bundle it with The Planner Club and get a ticket to my online planning event and support all year round: https://rachelspencer.co.uk/product/pet-business-planner-bundle/

Connect with me on social media: @rachelspenceruk

StreetVet Charity: streetvet.org.uk

Charlotte Faith (UK templates): caninemarketingsupport.co.uk

Bella Vasta (US templates): jumpconsulting.net

How to create a social media calendar for your pet business

The importance of looking back to see how far you've come

10 ideas for using awareness days that aren't all social media

How to use awareness days to promote your pet business

Is my Pets Get Visible membership right for you?

How to get comfortable, confident and consistent with your pet business marketing 

Overcoming imposter syndrome in your pet business with Nicola Kinnard Comedie

Why every pet business should have a win folder

What kind of coaching style is right for your pet business?

Why community matters for you and your pet business

Gemma Glover is the co-founder of The Pet Carpenter, a family business creating beautiful, bespoke pet furniture that looks good in your home and supports your pet’s wellbeing.

The brand began during the pandemic when her brother Harry, a carpenter, was asked to make a pet bedroom - and from that first piece, the idea quickly grew.

In this episode, Gemma shares how they turned a chance request into a thriving business, the impact of going viral on Instagram, and how they’ve dealt with trolls, copycats, and even a devastating fire in their first year.

She also talks about their campaigns around crate confidence, the collaborations that have strengthened their message, and the lessons she’s learned about marketing, customer service, and staying true to your values.

If you’ve ever wondered how to grow a product-based business with heart, this conversation is packed with inspiration.

Key topics and timings in this episode: 

0.20 - What to expect from this episode.

2.27 - How The Pet Carpenter started as an accident in the pandemic.

5.15 - Gemma shares how the business grew from that first pet bedroom to a workshop and running a team and the different things they did to reach people about the new products.

8.02 - How they coped with a devastating fire at their workshop and starting all over again.

10.39 - What life is like behind the scenes at The Pet Carpenter.

12.51 - What it’s like to have rapid growth and go viral plus coping with trolls.

15.05 - The Pet Carpenter campaigns and how Gemma plans and implements them. 

17.51 - How to make meaningful collaborations happen.

21.05 - Instagram and how Gemma has worked on the platform.

23.08 - Using campaigns and conversations to stand out. 

26.04 - Strategies for reaching different types of audiences.

29.12 - Trying different platforms for marketing.

32.53 - What it was like presenting at the PIF Business of Pets Innovation Prize 2025.

34.36 - Making the decision to be a lead generation website rather than buy off the shelf.

39.31 - The non-negotiable tasks Gemma does to keep her business moving forward.

45.22 - How Gemma navigates working with influencers and dealing with cheeky requests.

47.39 - How pet professionals and other brands can work with Gemma.

51.27 - Coping with challenges, from copycats to mean influencers.

57.57 - Trademarking and how Gemma has protected her brand. 

59.53 - Gemma’s self-care go-tos.

1.01.39 - What’s next for The Pet Carpenter and how to get in touch.

Links mentioned in this episode:

https://www.thepetcarpenter.co.uk

Instagram: https://www.instagram.com/thepetcarpenter/

Facebook: https://www.facebook.com/thepetcarpenter

YouTube: https://www.youtube.com/@thepetcarpenter

TikTok: https://www.tiktok.com/@thepetcarpenter

Pinterest: https://uk.pinterest.com/thepetcarpenter/

LinkedIn: https://www.linkedin.com/in/gemglover

When Victor Carpio rescued a tiny kitten from a sewer in Peru, he had no idea it would lead to him inventing a product that would help thousands of cats all over the world live healthier lives.

Victor is the founder of Inventorcat and the creator of the Dental Wand - which is a toothbrush and fun play toy for cats.

The inspiration came from his own cat, Lilo, who he’d adopted after rescuing him that night in Peru.

Victor wanted to be the best cat dad, and it was when he learned that he should have been brushing Lilo’s teeth and hadn’t that he decided he wanted to change.

And when he tried to find something so he could brush his cat’s teeth and struggled, he decided he’d try to find a solution himself. 

What came next was years of research, prototypes, testing, and feedback - and ultimately to the product he pitched to the Dragons on BBC’s Dragon’s Den.

In this episode, Victor talks about that eureka moment to launching his business, facing resistance in the industry, navigating burnout and personal challenges, and growing Inventorcat into a brand that will improve the lives of cats all over the world.

We also chat about what it’s like to go against the grain, build something new in an industry that doesn’t always welcome change, and why he’s so passionate about making life better for cats - and the people who love them.

Topics and timings in this episode: 

0.20 - What to expect from this episode.

2.01 - Victor on his role in the pet industry.

4.35 - The story of rescuing Lilo in Peru.

8.24 - Discovering the challenges of brushing cats’ teeth.

11.55 - Victor’s background in business and innovation.

15.02 - Turning an idea into a real product.

20.30 - From bristle glove to Dental Wand. 

24.40 - Market research and the reality of cat dental care.

28.51 - Educating cat owners and working with other people in the pet industry.

30.25 - What it was like to be on Dragon’s Den and how he thought he was going to faint before they opened the ‘lift doors.’

35.02 - How speaking about the why and values behind his product meant that Deborah and Peter became his cheerleaders live on the show.

38.04 - What it’s meant for Victor, moving from DTC to B2B thanks to the exposure from being on TV.

41.43 - Shifting to working with large retailers, shows and exporters.

43.10 - Being taken seriously with industry experts and bodies like the British Veterinary Dental Association. 

44.05 - How awards help with credibility.

46.14 - Why 2025 is the year of the cat and how the industry is now seeing that cats have different needs and products.

49.03 - How pet professionals can support change. 

53.07 - How pet pros can use their own community when they want to carry out research as well as local community groups.

55.13 - The things Victor has done which have been against the grain, and how it worked for him. 

59.16 - What’s next for Inventorcat and how to connect with Victor.

Links mentioned in this episode: 

Find out more about Inventorcat on their website: https://www.inventorcat.co.uk/

Connect with Victor on LinkedIn: https://www.linkedin.com/in/victorcarpio/

Follow on Facebook: https://www.facebook.com/inventorcatcare

Find Inventorcat on Instagram: https://www.instagram.com/inventor_cat

On TikTok: https://www.tiktok.com/@inventorcat

Join the Clubhouse: inventorcat.co.uk/clubhouse

Work with Inventorcat: [email protected]

Just two years ago Kate Hart was making scentwork kits as a treat for her dog training clients and now she's sending them out to dogs all over the world.

Kate's gadgets and goodies went down so well that she decided to make them as a 'side hustle,' with her engineer husband Marcus and created a workshop at their home in Bristol.

In this episode, Kate talks about how she became a dog trainer after a terrifying accident where she broke both her legs, and then specialising in scentwork.

She talked about what it's like to follow a bit of a hunch when you might be onto something which is exactly what happened with her scentwork kits.

We talk about lots of the tough stuff that happens as you try to build something new, and how Kate has coped with rapid growth and success.

Plus awards, visibility, the kind of support that has helped her, and why it is ok to get excited about what you do, because people will pick up on that and get excited for you, and when that happens, good things come.

I LOVED this conversation so much and I hope you do too.

All the links to learn more about Kate are at the bottom of this post.

Key topics and timings in this episode: 

0.20 - Episode overview.

1.23 - How Kate found herself working as a dog trainer. 

3.50 - How a life changing industry led her to have a career change from her old life as a nurse and researcher in the NHS.

6.46 - What it was like to start again with a new career as a dog trainer.

7.45 - Using her experience in the NHS to build relationships and using her transferable skills.

9.23 - What helped Kate when it came to growing her dog training business.

13.36 - Kate’s lightbulb moment and why she decided to niche into scent work and making her own products which she tested on her own clients.

18.20 - Behind the scenes in Kate and Marcus’ Sniffer Shop warehouse.

23.19 - Testing out her products with her six Labradors and how the Sniffer Shop has grown.

25.04 - What it was like going from making products as a side hustle to having an actual brand and bringing ‘Nose Joy for Dogs’ to life.

27.07 - Exhibiting at Edition Dog Live and meeting her customers.

32.18 - What Kate has learned from growing very quickly and the importance of goal setting and forward planning. 

35.50 - The importance of trusting your gut.

37.20 - What’s helped during the challenging times.

38.35 - Pets Get Visible review from Heather Stevens.

39.55 - Kate’s highlights from the last two years.

42.24 - The volume of products Kate is now sending out!

43.55 - The joys of getting videos of dogs enjoying her products.

45.12 - Why sharing your passion is important.

48.41 - How Kate feels about being visible now.

51.50 - What’s next for Kate. 

Links mentioned in this episode:

Find out more about The Sniffer Shop: https://thesniffershop.co.uk/

Follow Kate on Facebook: https://www.facebook.com/thesniffershop

Connect on Instagram: https://www.instagram.com/thesniffershop

Visit her dog training website: https://www.myhartdog.co.uk/

Kate trained with UK Sniffer Dogs - learn more here: https://www.uksnifferdogs.com/

Kate used Finbo Studio for her branding - check them out here: https://finbostudio.co.uk/

Building resilience as a pet professional with Andrew Hale

The importance of looking back to see how far you’ve come

Navigating the rollercoaster of running a business

Why community matters when you run your own business

Karen Rhodes on her lightbulb moment to launch Luxury Dog Hampers

Jo Scott is a dog artist, illustrator and creative business owner whose work now reaches people all over the world.

Yet just over a decade ago, Jo was working in corporate and dreaming of creating her own greetings cards, something that had been at the back of her mind since Uni.

Her business began with a single portrait, drawn as a birthday gift for her mother-in-law where just wanted to see if she could capture the likeness of a dog she loved. 

That one drawing led to another… and eventually to a full career change in her 40s with Jo following the first career path she’d ever considered.

Jo talks about moving on from a high-pressure office job, building a creative business she loves and where she can work from anywhere, including while she's off on adventures in her motorhome.

She shares how she found her people through Substack and email, how she shows up online in a way that feels right to her, and van life with husband Dean and dog Tomasina.

We talk about creative burnout, comparison, and why it’s OK not to chase massive income numbers or shiny objects.

Jo's cards are on sale on prestigious sites like Thortful and Moonpig, meaning she gets portrait orders from all over the world, and she works with small retailers, sells from her own site and at events.

If you’ve ever had a niggling idea that won’t go away - or wondered if it’s too late to do something completely different and follow your dreams, you’ll love Jo’s story.

Key quotes from this episode

“I drew my mother-in-law’s dog for her birthday - just to see if I could—and that one drawing changed everything.”

“I didn’t need a business that made me feel stressed or boxed in. I wanted one that gave me space to breathe.”

“With Substack, I’ve found a way to communicate that I love. I started writing emails and people were replying saying, ‘This feels like you’re inside my head.’”

“Being in the motorhome showed me I could live slower, work differently—and not miss the old version of success.”

“You get to be the kind of artist - or business owner - you want to be. It doesn’t have to look like anyone else’s.”

“It’s never too late to do something different. You can absolutely start again, and do it your way.”

Key takeaways

Jo’s first dog portrait was drawn for her mother-in-law’s birthday - and sparked a total career change.

She built her pet-themed art business slowly, alongside other work, without pressure to scale quickly.

She connects with her audience and builds relationships through email and Substack, not social media trends and values working with other artists.

Choosing to live and work from a motorhome gave her clarity on how she wanted her life to feel like and what ‘enough’ is for her.

Jo’s story is proof that it’s never too late to do something you love, and you don’t need to be everywhere and running yourself ragged to make an impact.

Topics and timings in this episode

1.30 - Jo’s first dog portrait and how it all began

4.10 - Why art was always her thing (and what took her away from it)

7.30 - Moving from a creative agency career to working for herself

10.15 - Starting over in her 40s and building a pet-themed business

14.20 - Creating her first greeting cards and finding her niche

17.40 - Building confidence and showing up online in her own voice

21.00 - Finding her people through email and Substack

26.10 - What helped her stop comparing herself to other creatives

30.00 - Choosing slow growth and redefining success

35.15 - Jo’s motorhome life and how she’s experiencing a different pace of business

41.00 - Creating from joy instead of pressure

45.20 - Selling at events like Crufts and what Jo has learned from in person shows and learning as she went

49.10 - Creative burnout and how she protects her energy

53.30 - What she’s learned about audience building and visibility

58.00 - Jo’s advice for anyone starting (or restarting) something new

1.02.00 - Why your version of success doesn’t need to look like anyone else’s

Resources mentioned in this episode

Jo’s website: https://joscottart.com

Jo on Instagram: https://instagram.com/joscottart

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Clayton Payne is a pet industry expert who’s been in the trade for over three decades – and who’s built one of the UK’s most well-known and well-respected wholesale businesses from scratch.

He shares what it was like starting out as a young lad knocking on doors trying to get products into shops, how he built a business that turned over millions, and why staying real and relatable has been such a big part of his success.

Clayton also talks about what it’s like to be hated and not taken seriously, and how he pushed forward and learned not to care what people thought about him, to the point where he says he ‘loved’ being disliked.

We talk about the highs and lows of running a business in the pet industry, being consistent and reliable, and how the sector has changed since he started out in the 90s, especially when it comes to social media, brand building, and visibility.

Clayton also speaks about his own challenges, including overcoming alcohol addiction in his early twenties, how he still experiences imposter syndrome, and the toll success can take behind the scenes.

If you want to know what it’s like growing a pet business that stands the test of time - and what it means to be a disruptor - you will love this conversation.

All the links to connect and learn more from Clayton, plus how to tune into his brilliant Pet Business Disruptors podcast are at the bottom of this post.

Topics and timings in this episode:

1.00 - Introduction to Clayton and his background.

3.00 - Growing up in the pet industry and early career.

6.45 - Creating and scaling a successful wholesale business.

9.30 - Disrupting the natural treat industry in the UK.

12.00 - How the industry has evolved since the 90s.

15.10 - Why it’s harder (and easier) for brands today.

18.00 - Supporting challenger brands and working with agility.

21.30 - Breaking through and being taken seriously in the early years.

24.20 - The impact of a major competitor going under – and how it led to huge growth.

27.15 - Why service and reliability matter more than price.

29.00 - Showing up for your customers and staying consistent.

31.00 - Dealing with rejection and staying resilient.

33.10 - How tailoring your approach to each pet shop can improve your chances.

35.20 - Is your product truly viable for retail? A reality check for small brands.

39.15 - How challenger brands can approach route to market and minimum orders.

41.45 - Why the Pet Business Disruptors podcast was created.

43.00 - Imposter syndrome and showing up as yourself.

45.00 - How authenticity and personality became a strength.

48.30 - Being disliked by the industry – and why that’s not always a bad thing.

52.00 - The importance of staying focused on the right people.

54.15 - How travel helped with perspective and resilience.

56.30 - Life now – consultancy, the podcast and new opportunities.

58.45 - The impact of long-term sobriety and recovery.

62.30 - How being sober supercharged business success.

65.00 - The myth of perfect timing – why it's never too late to do what you want.

67.00 - Market shifts in 2025 – the rise of premium cat products.

68.30 - What’s changing with AI, SEO and e-commerce.

69.30 - What it takes to be a true disrupter.

Links mentioned in this episode: 

Download the new content calendar: http://rachelspencer.co.uk/calendar

Connect with Clayton on LinkedIn: https://www.linkedin.com/in/clayton-payne-a6772244/

On Apple Podcasts: https://podcasts.apple.com/gb/podcast/pet-business-disruptors/id1759599442

Listen on Spotify: https://open.spotify.com/show/1O6vFMl3vquGsl0tin2b6n

Related episodes:

Should you buy my pet business content planner?

Takeaways from the Business of Pets event 2025

Reframing imposter syndrome with Nicola Kinnard-Comedie

Building resilience as a pet professional with Andrew Hale

The NatWest Accelerator and how it can help your pet business

Takeaways from the PIF Business of Pets conference 2024

Lessons from Theo Paphitis SBS 2025