l to start the business? Sarah Chong: Vanillapup started because of Latte, our late West Highland Terrier (Westie). She is the reason for everything that we do and the business is her legacy. Latte was from a puppy mill and came to us with bad tear stains and luxating patella [a condition where a dog’s kneecap shifts out of its usual place]. She also started having skin issues before her first birthday. As first-time pet parents, we couldn’t find any relevant information regarding her health issues and raising a dog in the context of Singapore. So, we decided to start a blog to share more about pet care. Who knew that pet parents around the world would also find our articles useful? We know this because they contact us via comments or email. To ensure that we were sharing beyond our own experience, we started working with veterinarians and trainers to share their expertise. But at the core, what makes us special is our ability to speak from a pet parent’s perspective in a way that people can easily read and relate to. With time, pet parents started asking us to tell them what they should purchase to keep their dogs happy and healthy. That’s when we decided to start our curated pet supplies store online. They can trust that the products they purchase from Vanillapup are picked out with care and intention by the two of us. IR: When did you realise the brand was starting to gain traction? SC: After between two and three years, we started getting more comments and emails from pet parents either consulting us about their dog’s health issues or articulating appreciation for our articles that helped them in some way. Brands started to work with us and people recognised Latte on the street! IR: What are the reasons behind the decision to open a brick-and-mortar shop? SC: Five years after we first launched our online store, we decided to open our first physical store, again from listening to customers who want a space where they can discover good products and bring their dogs for fittings. IR: What are the unique selling points of Vanillapup that distinguish it from other brands? SC: Pets are at the heart of what we do. Every decision we make is based on our mission to raise the bar in the pet industry. Part of our tagline is ‘Choosing better for our pets. Every day.’ It represents two things:  1) Our learning and listening do not stop. We want to choose better products every day with the help of new research and listening to today’s thought leaders and our customers’ ever-changing needs.  2) We want pet parents to know that they don’t have to be perfect from the get-go. Some of them may be constrained by time or budget, but they just need to choose a little better for their pets than they did yesterday – it will make all the difference over time. With a decade of experience, we are also able to advise customers on common health issues, and the products that work and don’t work. Nothing brings us more joy than helping and seeing a pet lead healthier, happier lives. We also have an eye for aesthetics. Our products don’t just do good, they look good too. IR: What are the brand’s long-term goals? Are there any planned collaborations or upcoming projects? SC: We do hope to be more accessible to everyone. Our plan is always to listen to what our community wants and give it to them. We are also working to partner with more like-minded businesses and figures to bring about positive change in the pet community. Whether it’s something as small as partner promotions or more complex like creating innovative products. IR: How are the customers responding? Do you see any changes in the pet care market in Singapore? SC: It’s been fun running the brick-and-mortar store, meeting our loyal customers in person and learning more about dogs of all breeds, ages, and lifestyles. It helps us curate better. It’s certainly different from running an online store where we don’t meet our customers face-to-face most of the time. When people come to our store, we are able to better advise them as it’s easier to start conversations. Pet parents are more discerning now. They treat their dogs not only as a family but they may even rank higher than other members of the family! Now, we also have the DINKWADs (Dual Income No Kids With a Dog) who want the best for their dogs. The community is ready for what Vanillapup stands for more than ever before. IR: Could you explain the concept behind the brand and the design of Vanillapup’s stores? SC: The name Vanillapup is inspired by our Westie who is white in colour (like vanilla ice cream). To me, vanilla goes well with everything and adds an irreplaceable fragrance to baked goods. It’s underrated but essential. Our branding was created by Daisy Lee and Lucien Ng from Studio Bang-Gu, a design practice based in San Francisco. With dogs as their muse, they came up with our brand colour palette (fur brown/beige and paw pink) and cute characters. Our store was designed by Sherlynn Low from Millimeters Studio. She is a fellow dog lover and has a good eye for design. Using our fur-brown brand colour, she created a shopfront with visual impact and all three colours are peppered across the store in our metal frames and carpentry. We aimed to create a cosy space that both pets and humans would enjoy. Judging by the number of dogs that came by feeling calm and not wanting to leave, I think we achieved our goal!