10: Tails and Tones Journey
TL;DR
In this episode of Tails and Tones, Mariska shares her personal journey as a dog parent, highlighting the challenges faced in pet care and the quest for sustainable products. She traces the "kettlebell incident," when her French Bulldog Piper collapsed mid-walk, alongside two failed pet strollers, and how those experiences, combined with her Master's in Sustainable Design, pushed her to research the pet industry's waste problem and start building durable, sustainable products instead of settling for disposable ones.
During This Episode:
- Introduction to the journey of pet care
- The challenges of pet ownership, including the kettlebell incident and two stroller fiascos
- The quest for sustainable pet products, and why they're so hard to find
- The birth of a pet company, and what it took to get there
- Building a community of dog parents around Tails and Tones
Takeaways:
- Caring for pets can be overwhelming at times. Even simple things, like carrying your dog partway through a walk, can turn into a physically and emotionally draining ordeal.
- Sustainable pet products are often hard to find. The market is dominated by items designed for convenience and price, not longevity or eco-friendliness.
- Many pet products are designed for short-term use. They're built without a way to repair or replace individual parts.
- The pet industry is growing rapidly, but sustainability is lagging. More households than ever have pets, but most products still aren't designed to last.
- There is a need for durable and eco-friendly pet products. Products should be built to be fixed, not thrown away and replaced.
- Pet ownership statistics show a significant increase in households with pets. That growth makes the sustainability gap in pet products even more urgent to address.
- The average lifespan of a dog is much longer than the lifespan of many pet products. A dog's years together with you should outlast the gear you buy for them, not the other way around.
- Community engagement is essential for building a successful pet brand. Tails and Tones grew from listener stories and feedback, not just product development in isolation.
- The journey of creating a pet company is filled with challenges and learning experiences. From two broken strollers to a completed thesis, every setback shaped the final product direction.
- It's important to design products that evolve with the needs of pet parents, not force them to keep buying new gear as circumstances change.
Relevant links mentioned in the episode:
Ryan Daniel Moran's Book, 12 Months to $1million
Timestamps to relevant points within the episode:
[00:00]- Introduction to the Journey of Pet Care
[04:34]- Challenges of Pet Ownership
[09:00]- The Quest for Sustainable Pet Products
[14:10]- The Birth of a Pet Company
[18:49]- Building a Community of Dog Parents
FAQ
Why did Mariska start Tails and Tones?
Mariska started Tails and Tones after struggling to find pet gear that was both durable and sustainable, following the "kettlebell incident" with her dog Piper and two different strollers that failed her within months.
What is the "kettlebell incident" that inspired Tails and Tones?
The kettlebell incident refers to the day Piper suddenly stopped walking mid-walk and had to be carried home, feeling far heavier than her actual weight and leaving Mariska's arms shaking by the time she got home.
Are pet products bad for the environment?
Many mass-market pet products are designed for short-term use, meaning they often end up needing replacement well before a dog's own lifespan is over.
Why is sustainability lagging in the pet industry?
The pet industry is growing rapidly, but product design hasn't kept pace, with many items built for convenience and price rather than durability or eco-friendliness.
What is Tails and Tones' first product?
Tails and Tones' first product is Elevé, a modular, height-adaptive feeding system designed to be durable and evolve with a dog's changing needs, inspired directly by challenges Mariska faced with her own dog, Piper.
How can I join the Tails and Tones waiting list or newsletter?
You can join the waiting list from the link in our instagram bio and sign up for the newsletter at newsletter.tailsandtones.com to stay updated on the first product launch.
What did Mariska study before starting Tails and Tones?
Mariska holds a Master's degree in Sustainable Design, and a post graduate degree in Environmental Science, directly informing the design philosophy behind Tails and Tones and its focus on durability and repairability.
Why does community matter for a pet brand like Tails and Tones?
Community engagement helps shape the products themselves, since listener stories and feedback have directly influenced how Tails and Tones designs for the real needs of dog parents.
About the Author: Mariska Nell
Mariska is the founder of Tails and Tones, a design-led, sustainable dog product brand. She's also the host of the Tails and Tones podcast, where she explores dog health, product design, and intentional pet parenting with experts, veterinarians, and fellow dog parents.
Background: Mariska holds a Master's degree in Sustainable Design, a Bachelor's in Interior Design, and a Postgraduate qualification in Environmental Science. She's spent over 10 years working as a sustainability designer and strategist across the UAE, Australia, South Africa, the UK, and India. Her previous work includes collaborations with brands like Nespresso, Costa Coffee, and Dubai Airport, and she founded Design By Mariska, known for trash-to-treasure art exhibited at Dubai International Airport. She's also the host and founder of Mama Earth Talk, a sustainability podcast with 200+ episodes on zero waste and climate action, featuring guests including Dr. Sylvia Earle and the late Dr. Jane Goodall. She created the free Living Lighter course for practical sustainable living.
Piper: Mariska shares her life and work with Piper, her French Bulldog rescue dog. Piper joined the family in 2021 at 5 months old and has been the Chief Paw-duct Tester for everything Tails and Tones creates. Piper's journey, including cleft palate repair, luxating patella, arthritis risk, and recent mobility challenges, directly shaped the founding mission of Elevé (Tails and Tones' first product: a modular, height-adaptive feeding system).
Mission: We are on a mission to help modern dog parents simplify everyday care and elevate life with their pets, without sacrificing style or sustainability. Tails and Tones exists to build products that show up for dog parents, beautiful, sustainable, and robust enough to support you on the worst days. Not just the easy ones.
You can find Mariska at @tailsandtones on Instagram, or visit tailsandtones.com to learn more about Elevé and the Tails and Tones mission.
