One man and his faithful dog take on the world of pet products
The Pawshake team know what it is to be inspired by a four-legged friend – whether to try a new path, follow a dream, or just make a life change for the better. We love these stories as they are much like our own.
From as young as 12 years old, Steven Deveraux-Stanford was interested in real estate and was reading the property section of the newspaper from cover to cover. At 18, after working as a receptionist in a real estate office, Steven bought his first home with no assistance. Two thriving businesses in the real estate industry followed, but Steven found the industry ultimately unfulfilling.
This is where Cooper the miniature Shnauzer bounded into the picture! Adorable Cooper was Steven's first pet dog as an adult and meeting him changed the course of Steven's life. Driven by Cooper’s health needs, in 2013 Steven went on the hunt for high quality, pure, natural pet products and found the shelves virtually bare – and what was there was not Australian made nor owned.
Not satisfied with the quality of the products on offer and being inherently entrepreneurial, Steven saw this gap in the market, and that was all it took. This set him off on the path to creating a ground-breaking Aussie-owned pet product brand.
Steven went from working out of one room, alone and around the clock, pounding the pavement and knocking on doors to heading up a team of passionate staff and a brand that is rivalling the big multinational companies - whilst also supporting independent retailers. The brand now comprises an expanded grooming range, a line of natural, grain-free dry food, and a line of natural treats. Having three product categories is a rare thing in itself for an independent company, but there are more diverse product offerings in the pipeline (stay tuned . . .!).
His determination and work ethic is something Steven puts down to his working class upbringing in rural Adelaide; an upbringing that was also spent surrounded by dogs, through his mother’s dog training business, and champion German Shepherd. Hard work was not only valued but necessary, and it is that upbringing that has kept him with strong connections to his roots, and fostered his desire to support Australian industry. He is a country boy at heart.
Meanwhile Cooper the pooch is doing well, and can be spotted as the brand's distinctive logo!
Check out Ivory Coat's fabulous pet products and stockists here!