Your pet business, Your way – Details, episodes & analysis

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

Substack: Jo Scott’s newsletter on art, dogs and creative life https://substack.com/@joscottartist

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

Are you ready to make 2025 your most visible year yet?

In this episode, I’m sharing how you can create a visibility plan for your pet business using my Pets Get Visible for 2025 Workshop and the Pet Business Content Planner and Companion.

You’ll discover why visibility is key, how to plan ahead for key dates and awareness days, and how a structured approach can help you feel less overwhelmed and more in control.

Whether you’re tired of scrambling for content ideas or want to take your marketing to the next level, this episode is packed with inspiration.

Plus, I’ll share details about the upcoming Pets Get Visible for 2025 Workshop, happening live on January 7th, and how to join for free if you’re a planner owner!

0.20 - What to expect from this episode.

1.15 - Why visibility is essential for your pet business

3.45 - Overcoming last-minute marketing stress

6.10 - Details about the Pets Get Visible for 2025 Workshop

8.45 - How to use the Pet Business Content Planner and Companion

9.30 - Step 1: Identify your products and services

10.40 - Step 2: Map out the year ahead

11.50 - Step 3: Plan three months in advance

12.55 - Step 4: Use awareness days for content ideas

14.20 - Step 5: Develop your promotional strategy

15.35 - Step 6: Break it down into quarters, months, and weeks

16.45 - Tools and resources in the planner to support you

17.35 - Case study: Sarah Jones and Dogs in Yellow Day

18.25 - Invitation to join the workshop and membership

Links mentioned in this episode:

Buy a copy of the planner on its own for £30: https://rachelspencer.co.uk/product/pet-business-content-planner/

Join Pets Get Visible for just £15 for your first month: https://publicityforpetbusinesses.mykajabi.com/offers/7Hvpvxzr/checkout?coupon_code=PGV50

Further listening:

How to write a press release for Crufts

How to create a pet business social media calendar

Should you by my pet business content planner?

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 

If you’ve got a pet product business you’ll love this episode with Jo Milnes where she’s sharing the marketing activities that have worked for Distinctive Pets.

Including what goes on behind the scenes of her awareness day, Muddy Dog Day, which is happening on October 29th.

Jo has three pet businesses, a horse stud, a dog friendly holiday cottage and she set up Distinctive Pets, selling products for pets, pet parents and the home in 2016.

In that time she’s tried all kinds of things, starting with a self built website, then getting her products in front of people at shows.

She’s progressed to a Shopify site, won awards, had tonnes of publicity, used her skills to find three stolen Spaniels, launched a newsletter and a product range for her day.

You’ll learn tonnes on the reality of growing your business in this straight talking chat with Jo.

Key topics and timings in this episode:

2.17 - How Jo set up her business to keep busy after her daughter went to uni in 2016.

4.16 - Being inspired by Slimming World to create a place where dog owners could get healthy and natural treats.

5.29 - Jo's feelings about being naive starting out and trying to figure things out on her own.

6.50 - Why investing in your website makes you more confident in showing it off.

7.15 - How shows and online work together.

9.08 - Email marketing and how that's helped Jo's business.

12.21 - Jo's Muddy Dog Day awareness day, what it is and how to get involved.

15.42 - How Jo created her day and what it's done for her business.

20.37 - How you can help Jo on the day.

22.33 - Jo's advice for people who want to grow their pet businesses.

24.18 - The importance of supporting each other in the pet business space.

26.40 - Where to find out more about Jo.

Links mentioned in this episode:

Learn about Muddy Dog Day: https://distinctivepets.co.uk/pages/muddy-dog-day

Check out the Muddy Dog Clean Up range: https://distinctivepets.co.uk/collections/muddy-dog-products

Follow Jo and Distinctive Pets on Facebook: https://www.facebook.com/distinctivepets/

Follow the day on Facebook: https://www.facebook.com/muddydogday

Connect on Twitter: https://twitter.com/distinctivepets

Keep in touch on Instagram: https://www.instagram.com/distinctivepets/

The words ‘Future Proof’ are everywhere at the minute especially with the cost of living crisis.

And this week's podcast guest is here to share with you how to do this for your pet business.

I'm chatting to Lucy Rennie, she’s a communications expert and she’s been talking about Future Proofing your business for years and shares everything you need to know.

From making your clients feel special to launching special products or services in line with what is happening in the world and turning uncertainty into opportunity.

You'll get loads of awesome advice from Lucy who lives for small business.

Key topics and timings in this episode:

2.08 - Lucy’s background.

4.05 - What is future-proofing? 

5.54 - The emotional impact of what’s going on in the world on small businesses.

8.31 - Three clear steps to future-proof your business.

13:14 - Why we should be encouraging our clients to write great reviews, case studies, and testimonials.

15.52 - Challenging assumptions about what the Cost of Living crisis really means.

18:02 - The types of things people ARE spending money on during a recession.

23.58 - Gift ideas for your clients.

26.23 - How focusing on the changing needs of your clients can help your business thrive and present opportunities.

28.26 - The importance of being honest with yourself and your clients.

30.31 - Lucy’s belief that small businesses will help turn around the economic crisis and why now IS the time to believe in what you do.

32.57 - Embracing grit and resilience.

34.25 - The importance of recognising and enjoying your success.

36.37 - Lucy’s book and podcast and where to find out more.

Links mentioned in this episode:

Learn more about Lucy on her website: https://lrcomms.co.uk/

Listen to her podcast here: https://www.iamlucyrennie.com/podcast

Buy her NEW BOOK on her website here!

And on Amazon here * Affiliate Link *

Follow her on Instagram: https://www.instagram.com/iamlucyrennie/

Join her free Communicate with Purpose Facebook Group

Listen to How to get more review for your pet business

Do you see other pet businesses talking about awareness days and national days and feel like it’s something you’d like to start doing?

But you’re not sure how, or maybe you’re worried it might seem a bit random or cheesy or that it has to be your day?

Here are some common questions around awareness days and how best to use them in your pet business content.

Plus examples from pet business owners who've created their own days and how they've boosted their business.

Key topics and timings in this episode:

1.00 - What are awareness days

3.42 - How you can use them in your pet business marketing

6.15 - Why use awareness days

8.50 - How to avoid sounding cheesy

10.20 - Different kinds of content you can share

13.17 - Does it have to be my day?

14.44 - How to pick what days to use?

16.48 - How to find out about the days?

Links mentioned in this episode:

Thinking of creating your own day or would you like support planning a campaign around one? Visit my Work With Me page to see the packages on offer.

Ruffle Snuffle list of pet holidays here: https://www.rufflesnuffle.co.uk/the-best-list-of-pet-national-days-holidays-calendar/

Learn more about Dog Separation Anxiety Day on September 30th, created by Jo Sellers.

Kate Taylor’s Canine Companion Day on October 2nd.

Jo Milnes has Muddy Dog Day on October 29th.

Niki French, creator of Don’t Walk Your Dog Day (April 2nd)  has a book, Stop Walking Your Dog.

Kim O’Donnell, creator of Twin With Your Dog Day (December 1st)

Learn about Dogs in Yellow Day on March 20th created by Sarah Jones from My Anxious Dog.

And Kerry Jordan's National Dog Photography Day on July 26th.

Would you love to be able to magic 30 social media posts from a video you’ve already recorded or an article you’ve written?

If so you will love this podcast with Skarlet Rockwood, a pet business content marketing expert and the creator of the Pawprint Method.

It’s a system where you turn one piece of core content, so a blog, podcast or video or a live into up to 30 posts.

Rather than sharing it once, you use it over and over - without it sounding tired or boring!

Skarlett and I chat about how to make it happen in this episode, and if you listen in and you have a vault of material already, you’ll never be stuck for what to say again!

In fact, you'll have so many ideas you won't know what to do with them.

Key topics and timings in this episode:

1.32 - How Scarlett found herself working in the pet industry.

3.33 - Challenges for service businesses.

5.54 - Challenges for Product-based businesses who often feel like the product is the only thing they can post about.

12.57 = The importance of repetition and follow-up.

17.54 - If you want to be known for something, you have to keep talking about it.

22.01 - Skarlet's advice for anyone who finds posting lots overwhelming.

24.14 - How to repurpose old content for new content.

27.43 - Looking at holidays and awareness days to see if they are relevant to you.

30.35 - Using common questions as content.

32.05 - How to find out more about Skarlet.

Links mentioned in this episode:

How to find out more about Skarlet.

Website: https://skarletrockwood.com/

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

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

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

Would you love to feel more comfortable sharing what you do in your pet business?

Telling your potential clients and customers about the product or service you offer and how it can help them?

Without sounding pushy, selly or desperate.

If so, the Be Bold Bootcamp for pet businesses is for you. It’s a short course designed to give you a gentle nudge when it comes to marketing your business.

Over four weeks you’ll learn to feel more at ease sharing the passion that inspired your business, identify who your dream clients are, share stories to inspire people to want to work with or buy from you and much more.

In this podcast episode you’ll hear from two petpreneurs who have taken part and the impact it had for them.

Key topics and timings in this episode:

0.20 - Intro to the episode.

0.58 - Stopping marketing a course because of the Queen's passing.

1.33 - The cost of living crisis and why we need to keep marketing, not stop.

1.50 - How taking part in the Be Bold Bootcamp can help your keep marketing your pet business

2.21 - What you can achieve in four weeks.

3.15 - Examples of what people accomplished in the last course.

5.19 - The BOLD ladies you'll hear from on the course.

6.08 - Breakdown of each module, dates and times.

7.33 - What's included in the programme and the cost plus how to claim your EARLYBIRD saving of £100.

8.21 - Client story - Kim O'Donnell - Leo, Charley and Me

27.00 - Client story - Fiona Pedley - VA to the pet industry

44.11 - What to do if you want to join, how to claim your discount.

Links mentioned in this episode:

Save your place on the Be Bold Bootcamp: https://publicityforpetbusinesses.mykajabi.com/beboldbootcamp

Use EARLYBIRDBBB at checkout to save £100 before October 2nd.

Find out more about Kim on her website: www.leocharleyandme.co.uk

Find out more about Fiona on her website: https://www.fiona-yourva.co.uk/

Looking for some inspiration for your pet business marketing this winter?

As the dark nights draw in and the temperatures drop, the needs of pets and pet parents can change and so does the way you talk about your product or service.

Key holidays like Bonfire night, Halloween, Thanksgiving, Christmas and New Year are opportunities for you to pitch to the press too.

And the sooner you get your ideas together and sent off, the more likely it is that your story will be picked up.

The same for social media, content and email marketing. Planning ahead means it gets done and you can create products and packages for the winter too.

Whether it’s health and safety advice or a fun pitch about a product, this podcast episode will give you loads of ideas from now until January. 

Key topics and timings in this episode:

0.51 - why it's important to get ahead with your planning so you can make more sales in your pet business!

1.50 - how far ahead you need to be to pitch to the press.

3.45 - Examples of two clients Sarah Jones and Niki French and how they plan ahead.

6.32 - When to start promoting your Christmas products.

7.25 - Adapting your current offers to fit in with New Year

9.50 - Key awareness days for October

18.01 - Key awareness days for November

24.33 - Key awareness days for December

Links mentioned in this episode:

List of pet awareness days: https://www.rufflesnuffle.co.uk/the-best-list-of-pet-national-days-holidays-calendar/

Black dog awareness blog post on why pets with dark fur stay in rescue

Muddy Dog Day on Distinctive Pets Website

Canine Companion Day on Dotty4Paws website

World Animal Enrichment Day on Ruffle Snuffle website

Twin With Your Dog Day on Leo, Charley and Me website

Carl Cunard on Instagram

Want to know what it takes to build a sustainable and profitable pet product business? 

Listen in to this episode with Debbie Humphreys from Redhound for Dogs who has 12 years experience in the pet industry.

Starting out designing outfits for her whippet to writing a book on Dogs In Jumpers to surviving and thriving in the pandemic and raising thousands for charity.

Debbie has tested out so many things when it comes to growing her business and shares so much wisdom in this episode.

It’s a must listen whether you’ve an established business or are at the beginning of your journey. 

Listen in on the player link or carry on reading the key points as a blog post.

Key topics and timings in this episode:

0.22 - Introduction to this week’s episode:.

1.57 - How Debbie got started in the pet industry.

8.14 - How Debbie ditched wedding dressed for making dog jumpers.

14.06 - Ditching all the different breeds and sizes to specialise in clothing for Whippets.

19.56 - How Debbie got through the Christmas of 2020 with the business.

25.26 - The upshot of having a bigger premises.

30.42 - How to use Facebook groups to get more engagement.

36.19 - Debbie’s advice for anyone looking to start a business. 

Links mentioned in this episode:

Listen to Debbie's interview about how to deal with copycats: https://www.publicityforpetbusinesses.co.uk/debbie-humphreys-copycats

Find out more about Debbie’s work: https://www.redhoundfordogs.com/

Follow her on Instagram: https://www.instagram.com/redhoundfordogs/

Join the Redhounders Facebook Community:  https://www.facebook.com/groups/2912568292301801

Learn more about copying and protecting your business on the Anti Copying in Design Website: https://www.acid.uk.com/

Debbie also recommends the Make it British community: https://makeitbritish.co.uk/