Alright – so today we’ve got the honor of introducing you to Lorraine Walston. We think you’ll enjoy our conversation, we’ve shared it below.
Lorraine, looking forward to hearing all of your stories today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
I actually started with an idea to provide quality of life for my senior Rottweiler. At age 15, he was unable to stand on the hardwood and tile inside my home. I went looking for a mobility solution and found virtually nothing useful. Put carpet in my entire house wasn’t an option. Putting “things” on his nails seemed silly since he didn’t walk on his nails. Picking up/carrying his fanny around was a crazy idea that gave neither of us quality of life. I had no choice but to invent something myself.
I started by hand sewing grippy stuff to the bottom of some baby socks. With those on, Woodrow could stand without struggle, and he could run! Key for me was that I didn’t need to pick up his fanny and decide for him when to go potty, when to get a snack, when to join the family in the next room. HE could decide, and do for himself, and to me, that’s QUALITY of life! That’s what I chose to share when he passed.
The hard part happened next. I went to dog parks to take molds of dog feet. I had to determine sizes and get some weight and breed info. Then, I needed sock designs and colors, a logo, a product name, appropriate packaging, and a patent and trademark. From there, I needed a manufacturer! In a 4-1/2 year period, I reached out to 59 manufacturers in 8 different countries before I found one that could do what I wanted. With that, the first order was placed the order, leading to a launch date at a pet retail tradeshow on Oct. 2, 2009. In a flurry of related activities, I named the product (Power Paws), achieved a patent, and worked with vendors to build a web, create marketing materials, set pricing, register UPC codes, design a booth, figured out credit card processing, and so many other things.
The first few weeks were “interesting”. It had started snowing in places like Canada, New England, and across many of the northern states. I received many calls asking about using the socks in the snow. The conversations were memorable, and all went like this… (Customer) Can my dog wear Power Paws in the snow? (Me) Don’t they make shoes for that? (Customer) Yes, but they LIKE these! (Me) Who is in charge?!? Put the shoes on!
After 50 or 60 of those calls, I told someone to spray the socks with Scotchguard. That person called back 6 hours later to report that the paws were warm and dry, and there was no snow, ice, or salt on the pads! (Who knew!!). After the winter came the spring, and the vets called to inform me I had created a new type of allergy solution. (Who knew again!!) If dogs step in what they are allergic to, it itches. They lick and bite to get the “itch” off. I don’t blame them. However, if they wear Power Paws outside, the sock becomes a barrier between their pad and the thing they are allergic to. If the grass or pollen doesn’t touch the pad, it doesn’t itch, so no licking and biting necessary! And then I figured let’s test for heat, I live in California, and I could test for heat. Fortunately,I never do things the “ordinary” way. I actually put a tiny sock on my finger and tested to about 300 degrees! My finger didn’t burn, the grip didn’t melt, and the sock didn’t get ruined. I no longer care where people live. Phoenix, Vegas, or Bahrain… it isn’t THAT hot!
So the first year led to huge changes in the product concept. However now that there were outdoor uses, I found myself needing to make the product more durable. I decided to start with the toe. After 8 tries to put something over, on, inside, or around the toe area, I ended up with what is essentially “Gold Toe Socks for Dogs”, except I call them Power Paws Advanced. For six years, those were perfect! People got a hole, but never in the toe! So… I came up with a 3rd generation, Power Paws Reinforced Foot, A second layer of stitching from toe to heel makes Power Paws incredibly durable. And dogs don’t mind wearing them!
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My background was in Marketing in a range of tech and non-tech industries. I got into the world of pet products when my Rottweiler Woodrow had mobility challenges indoors. I created a product to bring him quality of life, and based on the success it had in his world, I chose to share his solution with the countless numbers of pets and their people who could also benefit.
I’m proud of being brave enough to go outside my usual marketing “box”. More specifically, I had no prior experience with the legal, sales, tech, accounting, and other parts of the business. I admit I was proud to have created something that truly increased Woody’s quality of life, but 14-1/2 years later, I get to be proud over and over again as others share what it does for their pup too. This feedback is what keeps me going every day!
My key role is still “educator”. I’m doing something no one else has done, so that by definition requires educating people. But when you add to that the fact that virtually everyone equates what I do with what they know about shoes… oh dear! The “shoe” people have blurred the space between dog shoes and my dog socks. People are entertained by videos of dogs walking funny with shoes on, They assume all pet footwear is the same, and I get to convince them otherwise every day!
My educational “speech” tends to revolve around the fact that “socks are the opposite of shoes”! To the comment “My dog HATES shoes!” I answer “Great, these aren’t shoes, they are socks!” Then, in random order, I point out… shoes can easily be 5 pounds each. My biggest sock, which goes to 240 pounds,,doesn’t weigh 2 ounces! Shoes come in 4 sizes. I have 13, across 2 very different foot shapes! Shoes have buckles, belts, and Velcro. I use elastic because dogs hate the straps. Shoes have a rubber sole platform, meaning the dog has to walk like Frankenstein! My socks fit like skin, and they allow the dog to walk normally — right out of the package! And with that, I can usually get people to believe… until they see the size that is “right” for their dog. I have to repeat “The right size will never LOOK like the right size! People tend to think with their eyes, and they tell me “my dog’s paw is about this big”. I don’t care if it is, or it isn’t. The right size needs to become the right size so the elastic can do it’s job and hold them on!”
I love telling the “I’ve created a company of firsts” story! I was the first to offer socks for indoor traction. I was the first to create a 2nd foot shape (intended for Greyhounds and Poodles, and other breeds with the long, skinny hare foot). I was the first to create a 2nd generation product, featuring a reinforced toe for dogs with long nails. And then, I was the first to offer a 3rd generation product with a whole reinforced foot. Those are perfect for rugged outdoor use like camping, hiking, hunting, at the beach where the sand is abrasive, etc. I was the first to offer up to 11 colors/designs. And 14+ years later, no one has copied me in any of those areas!
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
I had no knowledge of manufacturing when I started. I actually had a friend’s mom tell me she and her knitting club of 50 or so ladies would LOVE to hand knit my socks!!! I was touched beyond words, but I knew every size needed to be identical, now and forever! I had to thank them, then find a manufacturer who could produce my product on a machine, so every item in the same size would be the same… forever!
So the journey to find a manufacturer began. I looked into US Sock manufacturers. I found one in Utah, and paid to visit them. After giving them a significant deposit, I never received anything. I then Googled'”the sock capital of the world”. It came up that Fort Payne, Alabama had held that title for years, but it had recently moved off shore to China. I searched for people in Alabama who might be able to help me. I REALLY wanted my product made here in the USA. I discovered there had been roughly 2700 sock manufacturers in Ft. Payne, but that number had shrunk to 12 in 2009. I paid my way to see the one with the most promise. We spent 3 days together trying to make it happen. The issue was with technology. in short, a baby’s “0 – 3 months” sock was about the equivalent of my Medium. I had 3 sizes smaller that I was trying to create as well. The machines just didn’t exist to make the smaller sizes.
Simultaneously, I was on a global journey to find a manufacturer. I found 56 other manufacturers in 8 different countries. I worked with all of them over a period of 4-1/2 years. Some generated samples that started with my medium size, others produced nothing. Then, a friend of mine who had just moved to China offered to help. Language and cultural differences provided a challenge, but in the end, I found one manufacturer who had somehow figured out how to get the smaller sizes and I chose them.
I placed my first order in the spring of 2009. I continue to work with that manufacturer to this day. But doing so has not been without difficulties. One order was on it’s way here when the shipping company declared bankruptcy. The contents of ship it were taken as a form of payment. Another order was held at the port of Long Beach for 3 weeks due to a dock strike. I eventually got that order. Other orders have been held for additional tariffs and fees. All I know is it would sure be nice if I could make the products here in the US. I’d settle for making them in Canada, or Mexico, or even one of the Central or South American countries. I say that because having the ability to drive my products to California would eliminate the thoughts of “what will happen to my ship this time”?
How’d you build such a strong reputation within your market?
Superior Customer Service! Without question, that’s a big piece of what sets me apart from others.
My web is filled with testimonials about the product, and about me supporting the products. People seem to appreciate that! LOL
My customers are comfortable telling others, and sharing the story of what I have, because I stand behind it. Not every dog of the same breed or weight, just like not everyone in your family or mine, has the same size feet/paws. My guides are good, but they aren’t perfect. I trade with people who buy to assure they get the right product.
I support my resellers in a similar manner. I invented “try on socks” so they could use those to help their customers/clients find the right size. They don’t have to open their inventory. They don’t have to experience torn packaging, or socks on the floor. They can use the sizing socks and then their customers just walk to the rack, pick a color in the right size, and buy it. Done!
I also have a program for my resellers that I fondly call “the sock exchange program”. They can trade sizes or colors that aren’t selling to get something that they can use. Say, for example, a pet store or a vet says “I am so good with Chihuahuas that I serve all the chihuahuas in a three state area.” And they buy my XXS and a couple XS sizes. Then, what walks through their door but a St. Bernard, a Mastiff, and a Great Dane! And those dogs don’t happen to need nose warmers, what do they do? Or looking at this another way, what if the resellers say “OMG, you have Halloween socks!” And they buy Halloween socks to be ready for that holiday. What happens when the holiday is over and they still have some? Either way (for colors, or sizes), the answer is to call us. They can trade some of the Chihuahua sizes for some giant breed sizes, and all will be well. Or trade some of the Halloween socks for … flag socks, or heart socks, or … I tell them I already pay for storage. I don’t need them to be storage! I need them to move socks, so we can both do better. And they laugh, but they love that answer.
Contact Info:
- Website: https://woodrowwear.com
- Instagram: https://instagram.com/woodrow_wear
- Facebook: https://facebook.com/woodrowwear