You know you’re a #dogmum when
• You’re fluent in speaking puppy.
• You think it's outrageous that 'Plus One' on an invitation doesn't mean you can bring your dog as your date.
• You don't clean your windows because those streaky marks are your dog's nose art - and you're damn proud of it.
• You could never be in a relationship with someone allergic to dogs. (You just ain’t prepared to have THAT conversation)
• You spend more time Googling 'Can my dog eat pizza?’ than you care to admit.
• You like your dog more than you like most people. (Okay, ALL people)
When it comes to dog-crazy motherpuppers, our founder, Emma, takes the cake.
A devoted mama to her fur babies, Boss and Kora, it was while buying (yet another set of) matching doggy bandannas that Emma noticed a gap in the market for a fashion-forward clothing range targeted at proud dog parents.
Armed with her Bachelors in Marketing & PR, a Masters of Public Relations, and her dream of being a stay-at-home dog mum, Emma set out to create a fun, ethical, iconic brand that reflected the proud identity and sassy attitude of their puppy lovin’ posse, while celebrating the special bond between humans and hounds.
But Em’s dream to build a brand that spoke to other motherpuppers on a mission was far from finished.
After 3 years of juggling a thriving business that was going gangbusters (as well as the hectic demands of #MumLife to both dogs and an adorable mini human), Em knew that she needed to find another passionate motherpupper to join her pack and help take The Dog Mum to the next level.
It was a chance encounter with this fellow OG Dog Mum and her two adorable pug babies, Frankie and Neko, that made Emma realise she had found the perfect business partner (yay!). After selling her beloved, mega-successful gourmet food brand, Roza’s Gourmet, and happily retiring with her fur babies, Jaz - a die-hard dog lover, avid animal rescue volunteer, and business-savvy entrepreneur - was searching for her next passion project. Her goal? To find a pet-focused business that she could fall in love with while making a difference to the lives of her favourite animals.
Long story short, it was a match made in freakin’ heaven. As Jaz herself says, “It was a no-brainer. When I met Emma, I just knew I had met ‘the one’.” Luckily for her, Em felt exactly the same way, and a new puppy-lovin’ partnership was born!
In late 2020, Jaz officially joined The Dog Mum crew as a Director (and Head Pug Whisperer).
And that's not where the story ends...
In August 2022, Emma and Jas made the tough decision to pass the torch as their own families grew, and commitments shifted. Enter, the dog-loving team at La Luna Pet Care, a family-owned and operated Australian business with a passion for all things pets. We couldn't bear to see such an incredible company fade away, so we took The Dog Mum under our wing, determined to infuse it with fresh energy and a whole lot of pawsitivity.
At La Luna Pet Care, we are no strangers to the pet industry. Australian owned and operated, we hold the title of Australia's largest patio pet door manufacturer and installer. Based on the sunny Sunshine Coast in Queensland, we go above and beyond to deliver and install pet doors Australia-wide, right to your doorstep.
Originally known as Animalistic Pet Products, La Luna Pet Care opened its doors in 2010, specializing in pet door inserts. But our love for animals and dedication to pet convenience didn't stop there. We expanded our range to include Cat Enclosures, Electronic pet doors, Aluminum pet doors, and have even established a nationwide installation service.
You can find out more about La Luna Pet Care here: La Luna Pet Care.
Six years on since those early days of printing tees in Em’s garage...
The Dog Mum is now Australia's most popular online retailer of ethically-made threads for the sassy #dogmum and #dogdad in the 'hood.
Handprinted with a whole lotta' heart on the beautiful Sunshine Coast, The Dog Mum range includes tees, tanks, hoodies, and accessories for all members of your wolf pack - from the tiniest of motherpuppers to OG grandparents.
And while The Dog Mum team may have expanded and changed in recent times ( Queue La Luna Pet Care, a badass family-run biz, who are absolutely obsessed with all things furry!) , our mission - to make dog mums and dads feel seen, loved, and celebrated – remains the same - and always will.
Unlike most mothers' groups, we don’t judge you if your baby drinks out of the toilet or eats your favourite sneakers.
We know what it takes to raise pups (dog and human alike). And while we may be called The Dog Mum, we’re really for all animal lovers and pet parents who wanna loudly ‘n proudly share their love for their fur baby with the world.
Whether your pride and joy has four legs, three legs, a beak, a sassy streak, or sheds more fur than Chewbacca on a bad hair day, we understand the unshakeable bond and unconditional love between people and pooches.
We’re for the mamas who know what it’s like to sneak out of work early to go to the beach to play fetch and chase seagulls; the trials and tribulations of house training a Labrador puppy the effort that goes into organising a Pug’s first birthday party, complete with puppy-friendly cake; and the comfort that comes from hugging your rescue dog - especially on those days when you need rescuing yourself.
From first-time fathers to veteran motherpuppers, The Dog Mum celebrates all animal lovers. (And we’re damn proud of it too.)
Changing the world, one (homeless) puppy at a time.
Here at The Dog Mum, we wholeheartedly believe in giving back to our community of furry friends. (In fact, that’s one of the reasons why we started this brand.)
That’s why we donate a portion of profits to various animal-lovin’ charities and not-for-profit organisations who help our lil’ four-legged mates (and the people who love them).
Our charity/not-for-profit partners are carefully selected by our team, based on specific criteria and guidelines that align with our brand values.
We also rotate through our partner charities and NFPs, changing up our partnerships. (Because we wanna share the love, and hot damn, there's a lotta' puppers in the world who need that love.)
It’s a simple equation really: You + Your purchase = Making a difference in the world.
Ready to see why our gear is so damn paw-some?
(Look, we resisted until the very end to make a doggy pun. We're only human, after all.)