About us

In the heart of Birmingham, where the streets hum with energy and parks are filled with wagging tails, a bright new business is making a splash, quite literally!

It all started with Apple, a fun-loving Labrador with an undeniable talent for finding the muddiest puddles and the muckiest trails. No matter how many times she was bathed, her collar always seemed to hold onto the evidence of her latest adventure.

That’s when inspiration struck! Husband and wife duo, fuelled by their love for dogs and a desire to create something both practical and stylish, set out to design the ultimate dog collar.

It had to be waterproof, easy to clean, and, of course, durable enough to withstand Apple’s boundless enthusiasm. With a mix of determination, creativity, and a lot of testing (courtesy of Apple’s endless curiosity), their business, Gracie’s Den, was born, named in honour of Apple’s wonderful mum, Gracie.

Word quickly spread among fellow dog owners who were all too familiar with the struggle of scrubbing muddy collars. Soon, their handmade, high-quality, waterproof dog collars were flying off the shelves. Designed with vibrant colours and sturdy materials, each collar was made to celebrate the adventurous spirit of dogs everywhere.

Now, from the rolling hills of the countryside to the bustling parks of Birmingham, happy pups are sporting stylish, fuss-free collars, thanks to a couple who turned their love for their Labrador into a thriving business. And as for Apple? She’s still splashing through every puddle she can find, only now, she does it in style!

So, if you ever find yourself in need of a collar that can keep up with your four-legged explorer, look no further.

With love, laughter, and a whole lot of tail wags, this Birmingham-based business is proving that the best ideas come from the messiest adventures.