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Faith Wu

Our goal is to be the go-to brand for stylish and functional pet apparel/accessories. We aim to be the Zara of the pet industry and be top of mind for all dog apparel/accessories needs.

Tell us about yourself?

I was privileged to grow up with a mother who taught me kindness and compassion and a father who taught me resilience and courage.

Poverty was prevalent in China, where I was born and raised. My parents wanted me to have more opportunities and resources, so they sacrificed everything to send me to Canada when I was 14.

I have always admired my dad, who has been an entrepreneur all his life. Combined with my crazy dog mom energy, Sniff & Bark was launched as a side hustle and has now turned into not just a brand but a community of passionate dog lovers.

If you could go back in time a year or two, what piece of advice would you give yourself?

This is probably not the sexiest answer you’d hope for – but manage cash carefully.

What problem does your business solve?

We provide high-quality and stylish dog accessories with a focus on creating amazing experiences for our customers.

What is the inspiration behind your business?

As a dog mom myself, I know how much joy our pups bring us. Even in the smallest moments where they are just sitting innocently, they melt our hearts. I want to preserve these little moments and magnify them through our little package of happiness.

This is why we believe that premium quality and gorgeous design are only foundational parts of what we want to give you. We hope you will smile, jump from excitement, and experience the joy of spoiling your fur babies.

What is your magic sauce?


There are countless small businesses competing in the same market. While we believe that product quality and design will continue to be important differentiators, we believe that the real key to our long-term success will be the customer experience and the sense of community we are able to create. By positioning us as the brand that provides the most amazing experience, that brings customers irresistibly exciting and happy emotions, we put all of our competitors into an irrelevant pocket.

What is the plan for the next 5 years? What do you want to achieve?

In 2023, we are shifting our focus to pet apparel, with our accessories serving as a side addition. We recognize the amazing timing and potential for growth in this market and believe that with the right capital to invest in marketing, inventory, and talent, we can dominate the market within the next one to three years. We will be Zara for dogs.

What is the biggest challenge you’ve faced so far?

Effective cash flow management has been a challenge since we expanded into our own warehouse operation in the summer of 2022. The transition required a significant investment in inventory, leaving us with limited funds for advertising. While it was a valuable learning experience, we have implemented strategies to better manage our cash flow going forward.

How can people get involved?

Visit our website at or by email