A Look Back on 2021

January is a great time to stop and reflect on the past and set intentions for the coming year. And while I've been off to the races serving clients and planning for 2022, I don't want to slide in February without creating space to share how far my little business came in 2021!

If you are new to Wag Theory, here's a bit of background about my brand before I dive into the highlights --

Before launching Wag Theory, I was a maker of waxed canvas and leather bags and accessories for humans. I have always loved waxed canvas for its distinct look, durability, and the fact that it is great for the rain. When my husband and I got our two pups almost three years ago, I created waxed canvas dog jackets for them and then took them along to my events to see if others had interest in the concept. It turns out there was! And thus my love for pups and my passion for making switched gears to focus fully on dog gear. I soft launched the jackets and a few other dog related accessories under my old brand in 2019, and then officially launched Wag Theory in August of 2020.

And without further ado, here is a shortlist of bright spots from my first full year as Wag Theory! 

$1,119 Donated to Non-Profits 

I made a commitment when I started Wag Theory to build in a way to give back, with the intent that as my business grows, so will the impact to important causes my community cares about.

In 2021, Wag Theory donated $1 per order, took part in several events where a percentage of sales were donated, and also collected pass-through donations at checkout online. Together, we donated $1,119 to the following causes:

• PAW Team
• The Pixie Project
• Oregon Humane Society
• Black Resilience Fund
• Human Rights Campaign
• Columbia Riverkeeper
• NW Battle Buddies

Aside from these cash donations, Wag Theory donated several product packages that helped raise funds through non-profits directly including Oregon Humane Society, PAW Team, One Tail at a Time, and more.

So Many New Products!

2021 felt really busy, and looking back on product development and product launches, now I know why! Last year product updates and launches included:

• Updated waxed canvas jacket sizing
• A limited edition button up fleece jacket release
• 5 mini-collection bandana launches, including my first Wag Theory exclusive designed fabric print! I also introduced matching hair scrunchies for humans :-)
• New biothane leash options
• A ball holder designed and 3D printed by my husband
• A treat pouch (currently all sold out but hoping to bring back this spring)

In-person Events Returned!

In April, in-person events started popping back up and my dad helped me make a beautiful wood display that I then used at 21 different events throughout Oregon and Washington! Connecting with pups and humans in-person after almost a year without the opportunity to do so made my heart happy. I would come home after each event exhausted from smiling with my eyes to compensate for the mask, haha! But it was so worth it, and I look forward to attending more markets, pop-ups, and events in 2022. Check out my Locations and Events page if you want to know where to find me this coming year!

My First Podcast Interview

Another fun opportunity to connect with the community was in my very first podcast interview hosted by PDX Pet Connection. I loved getting to know Kim while also sharing a bit of my business journey and background. You can check out the podcast interview and I also encourage you to listen to her other episodes on Spotify or your favorite podcast app!

Brand Ambassador Program Launched

Instagram has been such a fun place to connect with other dog parents, and I was thrilled to launch my ambassador program which currently includes 7 amazing women and their pups from across the country that help promote new product launches and provide valuable insight and feedback on my product development.

You can check out their IG accounts here:

Boba: @legendarygoodboyboba
Hiro + Brie: @hiro.to.the.rescue
Markley: @markley_the_dood
Auggie: @the.auggie.adventures
Trudy + Reggie: @grabmeagoldone
Toto: @totodilethepug
Yoshi: @yoshi.the.pooton

While I don't have specific plans of expanding the brand ambassador program yet, be sure to get on my email list to know when new opportunities arise (possibly late spring / early summer)!

Local Production Collaborations

In November of 2021, Mackinley of Woobie LLC became my very first sewing partner, helping with small batches of Wag Theory bandana production work alongside her own sewing business where she specializes in custom sewing and alterations. 

Of course, I'm still very much the primary maker at Wag Theory and I don't expect that to change any time soon. But, my vision for Wag Theory has always involved funneling dollars back into the local community and economy, so this was an exciting milestone in the organic growth of my small business!

Of course, I couldn't have done any of this without you!

I'm so very grateful for each and every one of you and the support you have provided me! Whether it's a comment on a social media post, a purchase online or at an event, a review of one of my products, or telling a friend about my business... it has all helped propel this dream I have forward. And I thank you from the bottom of my heart for all that I was able to accomplish in 2021!

xoxo

Jenny

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