Today we’d like to introduce you to Jenni Sells.
Hi Jenni, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started Cora’s Canine Collective because of my dogs – first Loki, then Cora and Delilah, along with the foster dogs that came through my life over the years. When I got Loki as a puppy, I was searching for collars and leashes that were strong, waterproof, durable, and still beautiful. I discovered Biothane and immediately loved the look, the functionality, and how easy it was to care for. What started as making gear for my own dogs quickly became a creative outlet I completely fell in love with.
As I continued fostering dogs, creating became even more meaningful to me. I loved designing pieces that felt personal, expressive, and made to last. Over the next four years, I kept learning, experimenting, refining my style, and realizing that this wasn’t just a passing hobby… it was something I genuinely cared about and wanted to keep building.
Starting a business was honestly scary. I had no idea whether it would actually work, and there were plenty of moments of self-doubt along the way. But I knew I wanted to try. I think part of what’s made the journey so meaningful is that I’ve grown alongside the business. I’ve learned to trust my instincts more, grow at a pace that feels healthy and sustainable for me, and stay open to learning new skills and ideas. Seeing myself evolve creatively and personally has been one of the most rewarding parts of the experience.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not a smooth road, but I think that’s true for most creative businesses. One thing I definitely underestimated was how much time goes into running a handmade business. People see the finished collars and designs, but behind the scenes there’s photography, marketing, social media, website work, sourcing materials, packaging, customer service, testing products, learning new equipment, and about a hundred other things you don’t think about in the beginning.
There’s also been a huge amount of trial and error involved. I care deeply about quality and durability, so I’ve spent countless hours experimenting with materials, tools, techniques, and designs to make sure everything is both beautiful and functional. A lot of learning happens through mistakes, and I’ve had to become comfortable figuring things out as I go.
Another challenge has been learning to trust myself creatively. When your work is personal and artistic, putting it out into the world can feel really vulnerable. But over time, I’ve learned that growing slowly at a pace that works for me is actually a strength. I’ve become more confident in my instincts, more willing to try new things, and more comfortable creating work that feels authentic to me instead of trying to follow trends or fit into a box.
Looking back, even the hard parts have been rewarding because I’ve learned so much… not just about business, but about myself.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I create handcrafted dog gear and accessories that combine durability, artistry, and self-expression. My work focuses on custom Biothane collars and leashes, luxury rhinestone collars, and one-of-a-kind statement pieces that are designed to feel both functional and beautiful.
What I specialize in most is creating pieces that feel personal. I love helping people find something that reflects their dog’s personality and their own style instead of settling for mass-produced gear that looks like everything else. A lot of my inspiration comes from vintage aesthetics, bold color combinations, nature, and the emotional connection people have with their dogs.
I think I’m especially known for blending practicality with creativity. My gear is made to actually be used (waterproof, durable, adventure-ready) while still feeling artistic and expressive. I love the challenge of making something strong enough for real life while also making it visually striking and special.
What I’m most proud of is that the business genuinely feels like an extension of who I am. It grew slowly and organically through years of experimenting, learning, failing, improving, and continuing to show up creatively even when I was unsure of myself. I’ve taught myself so many new skills along the way, from product design and photography to engraving and branding.
Customer service is also a huge focus for me. I spend a lot of time communicating with customers throughout the design process because I want them to feel involved and excited about what we’re creating together. Since everything is handmade, I put a lot of care into making each piece as close to perfect as I can before it leaves my hands. I think people can feel the love and intention behind that, and that connection really matters to me.
At the end of the day, I’m not just making collars… I’m creating wearable love notes for so many amazing dogs and the people who adore them.
How do you define success?
For me, success is creating something meaningful that genuinely makes people happy. Of course financial stability and growth matter, but the part that feels most rewarding to me is knowing that something I made becomes part of the everyday life people share with their dogs.
One of my favorite things is seeing customers get excited about their gear, send photos of their dogs wearing it, or tell me how much they love the final piece. That emotional connection means a lot to me because every item is made with so much care and intention behind it. Knowing that I helped create something that makes both the dog and the owner happy honestly feels like success to me.
I also define success by growth…not just business growth, but personal growth too. This business has pushed me to trust myself more, learn new skills, take creative risks, and grow at a pace that feels healthy and sustainable for me. Being able to build something authentic while continuing to evolve creatively has been incredibly fulfilling.
Pricing:
- Dog Toys: $15+
- Leashes and accessories: $20+
- Custom Dog Collars $35+
- Rhinestone Dog Collars: $60+
Contact Info:
- Website: https://corascaninecollective.com
- Instagram: https://www.instagram.com/corascaninecollective
- Facebook: https://www.facebook.com/share/1appC6YWeS/?mibextid=wwXIfr
- Other: https://www.tiktok.com/@corascaninecollective?_r=1&_t=ZP-947bAuuphEd
