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Our story

If you’re anything like me, my dog Ruby gives me little moments of pure FUN that just makes my day better. Sweet As Pup is about maximising fun with your dog and spoiling your pup. It’s called puppy love for a reason!

Becoming a dog mum was a challenging transition for me. I had a fear of dogs growing up and no experience raising a little ball of energy - I wasn’t sure what to do! So I took the time to understand dogs and Ruby’s personality. Through this we created a bond and relationship that made us the best of friends. The natural next step in our journey was to make it official and create an Instagram account.

On Instagram I discovered a community of Kiwi K-9 lovers that engaged with each other through their dogs and created friendship. This community also opened my eyes to new dog treats and accessories, and fueled my guilty pleasure of shopping for Ruby. However I could see there was a shortage of unique, accessible products in New Zealand, thus Sweet as pup was born.

We have created a fun and stylish online boutique for Kiwi dogs. This is through our connection with our customers, our wide range of quality brands, and our willingness to go above and beyond to help each and everyone of our customers satisfy their boujee tastes. Where would you go if you needed special treats like doggy donuts and a unique toy for your dog’s birthday present? We got you!

Building a business for the community I am part of and Kiwi dogs to have fun makes me so proud. I want Sweet As Pup to create the same feeling of fun and joy that I experience every time I put a bumble bee harness on Ruby or give her a dog bone broth beer. Join myself, Matt (Mr Sweet As Pup), and our dog Ruby, and take your dog parenting to the next level with Sweet As Pup.

Love Jules and the Sweet As Pup team

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