We are seeing the ongoing rise of pet humanisation, elevating our furry companions from functional property or fond companions to full-blown, much-loved family members. This cultural change has shifted us from providing our pets with the basics of life to lavishing them with the best human-style care we can afford.
Far from shopping for the cheapest ‘dog blankets’ in discount shops, pet owners are now driving huge growth in high-quality pet food, bedding, healthcare, toys, and accessories. According to Global Market Insights, the global pet accessories market alone will be valued at USD 25.1 billion this year, and is forecast to reach USD 49.6 billion by 2034.
Love, care, and belonging, appreciation, and joy are the strong emotions driving pet humanisation – and pet spending has become a modern way of expressing our special bonds with our dogs and cats. Identity has also become a significant driver of market innovation. In the same way that our lifestyle and fashion choices are deep expressions of self, we want our pets’ unique characters to shine too, making personalisation and exclusivity in the pet accessory market ever more important to consumers.
After her adoption of two rescue sighthounds, Phryne Williams was inspired by their elegance and their plight to launch the small Cape Town-based pet accessory business, Senya Pet Couture. She says, “I wanted them to look gorgeous because they are such regal animals. When it came to leads and collars, I couldn’t find what I wanted, so that got me thinking creatively and doing some research.
Of course, I wanted safe and functional leads and collars, but I also wanted to make our dogs look glamorous and add a little tasteful bling to complement their natural beauty. So, my first designs and products were made for my own dogs, Xenia and Venus.
“When we were out for dog walks, outings, and socialisation, other dog owners noticed their designer collars and leads, and before long, I was taking orders from our doggie friend group. So, Senya Pet Couture started a demand that grew organically and locally. Because the plight of sighthounds in South Africa is a cause so close to my heart, it was a foundational step to develop Senya Pet Couture as a brand with purpose and make it a way to raise money for Sighthound Rescue South Africa.
Style with purpose and sustainability
Senya Pet Couture’s bespoke leads and collars are made from hand-selected, repurposed climbing and yachting rope. The high-quality rope is soft yet very strong, moulding naturally to the dog’s neck for a gentle and secure fit. Each Senya product is also durable and repairable, and there’s a 12-month warranty on craftsmanship. An extra benefit for those who value sustainable lifestyles is that it saves rope offcuts from going into waste streams, creating an eco-conscious option in the pet accessory market.
Phryne says, “What I also love is the range of stunning colours and timeless patterns available in our materials. The colourways we use often include designs with gold, silver, and many have bands or stripes with complementary colours.
“Each design can be finished with small couture touches like tassels or beads. Often, clients ask us for something special for their dog, and if we can make it happen, we do. Those thoughtful designs are my favourite because they bring out each dog’s personality.
Empowering women artisans
As customer demand accelerates, Senya Pet Couture has become an income-earning social enterprise for women from disadvantaged communities. Phryne has personally trained female artisans to translate her designs into quality products, providing dignity and opportunity through creative, skilled work.
As a long-time participant and current board member of Women for Afrika, Phryne says, “Empowering women has always been a passion of mine, and Senya Pet Couture has given me a new opportunity to make a difference to the quality of women’s lives.
It’s a joy for us all to be part of making beautiful things that celebrate the bonds between people and pets, while furthering the cause of animal welfare in South Africa through our fundraising for Sighthound Rescue South Africa. It’s all about heart… and lots of style!”
