Lord Jameson is a small, family-owned business on a mission to elevate the bond between dogs and humans. They do this by making high-quality, organic dog treats and donating the proceeds to animal welfare organizations.
While COVID-19 has affected the business, in many ways, the real impact is far more personal. Company founder Sarah Goldberger and her 5-year-old son were both diagnosed with the disease in early April. Already living with asthma, Sarah's son had to endure weeks of treatments with inhalers, nebulizers, and steroids.
Despite her harrowing experience and weeks of lost sales and productivity while caring for herself and her son, Sarah works to ensure her company and her devoted team provide resources to help pet parents in these trying times.
In this Small Business Spotlight, Sarah shares her philosophy on life, love, and dogs.
What inspired you to create Lord Jameson?
The inspiration behind the business Lord Jameson stemmed from Jameson, our 9-year-old family cocker spaniel. Jameson volunteers as a therapy dog at The Good Dog Foundation.
We saw him transform the mind and hearts of individuals who were experiencing stress or trauma. Watching him heal a stranger in need was one of the most profound moments of my life.
In that moment, I knew dogs truly had a magical way of making a human's heart smile and shine even in their darkest moments. From then on, I set out to create the Lord Jameson brand to capture that magical spark and reward dogs for their unconditional love and devotion to humans.
We donate our proceeds to animal welfare organizations throughout the US because I believe no dog should be without a human to love and feed them.
What makes Lord Jameson unique?
Our product design, aroma, taste, and recipes are totally unique!
We are committed to creating the highest quality products made with 100% certified organic ingredients. Our flavor profiles are beloved by all breeds, and our product design is one-of-a-kind. We do not use any GMO ingredients or artificial flavors. Each treat is formulated with organic human-grade ingredients that are free of wheat, corn, soy, dairy, and preservatives.
There is no other dog treat on the market that looks, tastes, and smells like ours. Dogs love them, and apparently, so do humans! We receive many confessions from pet parents who admit to sneaking and eating their dogs' treats.
Tell us about your background. What skills helped you start your company?
I have a 20-year background in luxury marketing with global brands. I spent the bulk of my career running marketing for the Swatch Group working on OMEGA and Rado watches. I devoted a few years to the nonprofit sector, creating the very first public awareness campaign for people with Down syndrome. I have a decade of experience building organic human food and beverage brands, both nationally and internationally.
Philanthropy is a huge part of my heart and an integral part of Lord Jameson. I have always been inspired by the experience of brands and products. With the creation of Lord Jameson, I've been able to apply my love for dogs, food, luxury, philanthropy, and wellness into one special space.
What part of your business do you personally find most satisfying?
Founding Lord Jameson has been one of the greatest honors of my professional career. I believe our brand and products have benefitted the health and wellness of dogs and their families throughout the country in many wonderful ways.
It would be impossible for me to list just one thing that I love most about our company. I run to work every morning with a sense of gratitude for the gift of this experience.
I love my amazing teammates who are so devoted to our brand and our customers. I love our incredible retail partners and their beautiful family-run business stories. I love meeting so many amazing dogs and dog parents. I love watching the dogs go crazy for our treats. I love that my co-founder is my very best friend, and beloved dog, of 9 years.
I truly appreciate that we can give back to the community and positively impact the wellbeing of dogs throughout the country through our philanthropic efforts.
What's next for Lord Jameson?
We hope to become the world's leading health and wellness brand for dogs using 100% organic non-GMO ingredients. We have some really exciting products set to launch later this year that will add incredible value, benefits, and food therapy to dogs throughout all life stages.
What's something the average person might not know about the pet care industry?
Over my 20+ years of experience, I've had the opportunity to work in several different sectors. The pet industry is amazing. It's filled with so many really kind, incredible people, many of whom run family-owned businesses like ours. It's such a joy to align with independent retailers and larger mainstream brands and retail establishments to provide the best service to dogs and their owners.
What's the best business advice anyone has given you?
Fail fast and fail often!
People often look at failure as a negative experience. For me, it's positive. It's a time to learn, to innovate, to grow, to change, to become your best, and to disrupt the path everyone else is on.
To be different and unique, you must overcome obstacles. It's so important to get back up and keep going. You must not be afraid to fall if you want to fly!
What advice would you give someone thinking about starting their own pet care business?
Find the market opportunity before you start. The industry is now loaded with so many amazing products, and it's really inspiring to see how many new organic products have come to market over the past few months.
Do your research and find the real market entry. Test your product concept 100 times before you launch, and put real money behind it. You can fine-tune as you go when you are small and not as established. It is harder to make larger changes when you have an established brand.
Do you have a message to share?
My message to anyone reading this is to take a breath and know this time will pass. The world and its people will be forever changed. Do NOT be afraid of the change.
Change is good and necessary for humans to evolve and become their best selves. After going through the harrowing experience of having COVID-19 myself and watching my young son struggle to breathe from the virus, I am forever changed. Nothing in the world will ever matter to me as much as my family's health and wellness.
During this time, I had to accept the uncertainty and the unknowns of our situation. When crises happen, humans have two paths they can choose. There is the "fix it" point of view in which humans try to control experiences they cannot. This often forces them to look too far ahead instead of focusing on the journey and direction of reaching the end.
Then there is the "acceptance" point of view in which we realize we cannot fix it. We must rather be present in every moment and accept the uncertainty.
As a 20-year devoted yogi, I have spiritually learned how to sit with intention and allow the universe to present the best path forward. I firmly believe in the power of positivity and manifesting your own destiny. Timing in life, and business, is everything.
While working hard to grow the foundation of your dreams is imperative, trusting the universe to present the right time to grow, or the right time to hold back, is a trait I wish everyone could learn during this time. Nobody knows when the world will open back up and how soon is too soon or not soon enough. My advice to anyone reading this is to trust your instincts and be more present in life and love now more than ever. --
On behalf of ourselves and our four-legged friends, we thank Sarah for her philosophy, philanthropy, and positivity. Check Lord Jameson's website if you or your pooch want to know where to find some high-quality doggy treats. For more information, or just to see some cute dog pics, visit Lord Jameson's Facebook or Instagram.