Pimped Up Pets with Indie Boho
Everyone thinks they have the best dog and none of them are wrong so it’s no wonder we are kitting out our canines with the finest things in life – they are our very best friends. Carlie Wacker chats with the brains behind Indie Boho designer dog beds and accessories that are taking over the nation.
Sora Caldwell has created a pempire (pet empire) based on the human connection we have with our fur kids.
Indie Boho Pets is in the big business of pimping our pet’s lifestyles with cleverly designed accessories that are as functional as they are fabulous.
For Sora, Indie Boho was born out of necessity.
“Before our cavoodle Indie joined our family almost seven years ago, I searched through all the regular pet shops for a bed that would suit our home and would be a nice size and shape for her,” she recalls.
“I couldn’t believe how dull and quite frankly, ugly, all the options were. The beds on offer were clearly mass produced for the US and European markets – tartan patterns or fluffy small donut beds that my cavoodle would overheat in.
“They were not fit for purpose based on our climate, lifestyle or interior style.”
Indie Boho began with Sora lovingly hand sewing a bed for her baby dog. There was a clear need to fill this niche so she set about designing a whole range of designer beds.
Sora has always been a fertile thinker with a background in graphic design, printing and manufacturing – the purrfect foundation for Indie Boho and the reason she is so successful.
“I love to problem solve, engineer and design not just the aesthetics but also the function and form of a product using my own observations of how my pups love to sleep, train, lounge, travel, bath and eat,” she said.
“This has led to my bed inserts being recognised by IP Australia as an original design, protected for its uniqueness. We were also the first to bring out our type of dog travel mats that support mat training and good behaviour at cafés, bars and restaurants.”
The Indie Boho institution is every pet owner’s dream come true offering water resistant and washable pet beds to complement home décor; car booster seats to improve safety and reduce anxiety; travel mats for training; and comfort-plus blankets, couch covers, towels, wash bags, bandanas and new ceramic bowls that are dishwasher safe.
Functionality meets fashion when it comes to Indie Boho and the prints and designs are a nod to Australian style and local talent.
“The first artist I worked with was Fleur Harris who is known for her work with Adairs. It was exciting and I have worked with a dozen more since.”
The Indie Boho brand was first stocked by our much-loved Peregian Beach pet boutique Peticular and has now grown to offer more than one hundred items that are stocked all over the country at pet stores, groomers, vets, doggie daycares, gift shops and even at Myer.
Sora tells me most of their sales are direct via the website which they love as they get to interact with customers (and their fur kids).
They also offer collection from their warehouse at Warana by appointment.
“I love our customers,” says Sora.
“I also love inventing original products, the R and D involved, the years of testing and sampling but the feeling of satisfaction once the products are in the hands of our customers and the glowing feedback starts rolling in.
“I know our products are making a difference for pet parents, both in styling their homes and cars but moreover in their practical benefits.
“Our car booster seats are receiving rave reviews as there is truly nothing else that compares. Customers have been calling them ‘game-changers’ as they are no longer forced to stay at home with their anxious dogs on weekends.
“Their whole family can go out on adventures and have found a new lease on life! I truly believe I have found my calling. Who wouldn’t when you get excited customers sending in photos of their super cute fur kids, with our products, on a daily basis!”
My 12 year old canine kid Harry the Swiss Shepherd recommends the Noosa Nights Pet Travel Mat for comfort on the run and brother Brax the Border Collie wishes to recommend the Byron Surf XXL bed for extra room to roll over and do the back sleeping with legs in the air.
