Why I swapped corporate strategy for snuggles in my new dog apparel business venture

After more than two decades owning competitive and stressful businesses in recruitment, marketing and career strategy, I made a shift.

Known for my no-holds-barred media voice and fierce advocacy against ageism, I spent years pushing against the status quo, speaking out and helping others navigate tough career terrain. But the truth is, it left me terribly soul exhausted.

Now, soul exhaustion is very different to burnout. It’s a deeper, longer-lasting depletion, the kind that creeps in slowly when you’ve spent years carrying the weight of systemic issues, advocating in the face of resistance and indifference.

For me, it chipped away at my joy. I was miserable. I didn’t want to be part of the hustle or keep trying to fix broken systems and people. I’d had enough.

So I did something that was wildly freeing: I walked away to create something fun.

In May 2025, I launched Doggo Apparel & Readywear Ensembles, a new venture that brings together my love of pooches, colour, and sewing. Each piece is handmade by me and tailored to a dog’s individual shape, with optional matching hoodies for their pawrents too.

I’ve always loved sewing and creating.  Since I was a teenager I had been making clothes for friends and family. My great-aunt Eva was a professional dressmaker and a big inspiration.

When she passed away in 1978, I used the little bit of money she left me to buy an Elna Contessa sewing machine. It was a huge financial investment at the time and today it works as well as ever believe it or not.

The idea for this business came not just from creativity but frustration too. As a devoted Cavalier Spaniel mum, I could never find clothes that actually fit my little tribe properly. It was always a Goldilocks drama of too long, too tight, too short.

Even within the same breed, every dog has a different shape. I got tired of adjusting and growling (me, not the dogs). And I knew other dog pawrents were in the same boat.

I started creating doggo sweaters which would fit better.  I also created a really fun ‘feel good range’ which has large smiles, hearts and stars on the sweaters. It brings joy to everyone and is a missing piece in the dog apparel market.

And yep, there are human options too for those who love a colour match moment for sport and play. Over the coming weeks and months I will be adding new ideas and designs.

While I bring years of business nous to the sewing table, this venture isn’t about category domination. I’m not chasing global expansion or wild growth. I simply want to create and sell fun things with love with fellow dog lovers. That’s enough for my soul right now.

Many in my network were quite surprised at the switch. Oh I never knew that about you Sue was a regular feedback. Ha!  We all have passions and talents that the world doesn’t always know about was my response.

I’ve given years to solving wicked problems and fighting wrongs, now I’m focussed on creating and joy. And I am happier than I’ve been in a very long time.    

Join the soloist movement. Whether you are new to Flying Solo or looking to grow your business, our membership options will help you attract more leads, grow your network and sharpen your business skills.  Sign up to our newsletter to get the latest news and advice straight to your inbox.

Now read this

//corestage-cdn.flyingsolo.com.au/spotlight/soloist-stories/kate-toon-bought-a-bookstore-what-could-possibly-go-wrong/