Our Story

The Story behind Friendly Dog Collars

Hi, my name is Jenny Parker and this is the apple of my eye, Malibu. If you're like me, you're probably curious about the story behind a brand. How did it originate and what goes on 'back there?'.

So, I thought I would share the story ......


Australian Distributor - Jenny & Malibu

I have been the Australian Distributor of Friendly Dog Collars since January 2015. Prior to Friendly Dog Collars, I was a Pet Photography who was commissioned to photograph the range for their website. I was immediately blown away by the concept and knew without a doubt that it had the potential to change the lives of dog owners everywhere. When a short time later, the opportunity arose to purchase the business I knew it was an offer I could not refuse.

So, when you purchase a product from Friendly Dog Collars or send us an email or a message on facebook you aren't dealing with a big company, you're dealing with a real person. I want to hear your story, I want to hear your feedback and most of all I want the chance to provide you with the best customer service you have ever experienced.


How it all Began, a dog called Roxy ....

Friendly Dog Collars is a unique company based out of the UK and created by Jonathon Saville. This company began in 2007 with the idea in mind that not all dogs (or people) can be judged by their looks.  Jon owned many dogs over the years, but it wasn't until he got Roxy, a Staffordshire Bull Terrier, that the idea for Friendly Dog Collars came to him. When Jon walked Roxy down the street people would cross the street to avoid them. However, in the 9 years Jon owned Roxy she'd never hurt a person or other dog, and Jon himself was a friendly person! Even when Jon's mother walked the dog people would avoid them. Later, Jon's sister had arrived with a little pink dog dress as a joke. They put it on Roxy and Jon's sister took her for a walk. The response they received just from a little pink dress was a complete 180 from when people crossed the street to avoid Jon and Roxy. Now people were approaching them and wanting to pet Roxy, people saw her completely differently just from one little piece of apparel.

From that, an idea was born. The first "FRIENDLY" green dog collar was made. Soon after there was enough demand to create something for dogs who were great with people but not good with other dogs,  and the orange "NO DOGS" collar was created followed by the red "CAUTION" collar. Those three are our main colors making up the traffic light system for dogs. Over time due to customer feedback the range has grown to include Nervous, Training, Security, Deaf Dog, Blind Dog, Service Dog, Therapy Dog, Assistance Dog, Do Not Feed, Do Not Pet and of course, Adopt Me. 

Friendly Dog Collars are more than just a good product, they're a lifesaver.

With over 7 million dog bites worldwide each year, uncountable dog on dog attacks which are avoidable, by letting others know a dogs' nature/temperament in advance allows others to take the necessary steps to avoid a dog accident, or even help a dog in need. Even if we save one child from a dog bite this is all worth it.


Have a question about our wholesale program?