We recently connected with Leda Akyuz and have shared our conversation below.

Hi Leda, thanks for joining us today. Do you manage your own social media?

I’ve always managed my own social media, which was initially a decision driven by running a lean business – when you’re bootstrapping, you naturally ‘DIY’ wherever possible. But what started as a cost-saving measure turned into one of the best decisions I made for Woof & Wonder.
Being the face behind our social media has created this amazing authentic connection with our community. Whether I’m doing voice-overs about our latest Poopy Loop design or sharing behind-the-scenes moments from our studio, each post helps tell our story. Looking back, showing up consistently, even when it felt uncomfortable (and often it still does!), has been crucial in building trust with our customers.
The thing is, dog parents are incredibly discerning about who they buy from – I know because I was that careful dog mom before starting this business! They want to know there’s a real person who understands their needs and shares their values. When they see me working late nights on designs or testing products with my French Bulldog, Arthur, it creates this genuine connection that you just can’t outsource.
My approach to managing social media is pretty structured despite being a one-woman show. I keep a running list of ideas in my Notes app (inspiration strikes often around 1am!), research trending audio and content themes weekly, and use Notion to plan and track my content calendar. It’s not always perfect, but it’s works and I’d definitely recommend it to other business owners.
The biggest piece of advice I give to fellow business owners? Show up as yourself. A community needs a clear, authentic leader to truly thrive. Your customers want to see the person behind the brand, especially in the pet space where trust is everything. While outsourcing social media might save time, you can’t outsource authenticity and passion – and those are often what set small businesses apart.
For me, managing my own social media has been more than just content creation; it’s been about building a community of dog parents who share our vision for joyful, design-forward pet accessories. And that connection has been invaluable for our growth.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I started Woof & Wonder in 2019 at my kitchen table in Chicago, inspired by an unbreakable bond with my French Bulldog, Handsome. As a corporate marketing professional at the time, I found myself working long hours away from him, which led to a promise that would change everything – to find a way to be with him 24/7!
With zero experience in product design or sewing, I took a leap of faith. My fiancé, Vincent, taught me how to use a beginner sewing machine, and I started creating handmade bowties, collars, and leashes during late nights and weekends after my 9-5 job. What began as a creative outlet to bring joy to dog parents like myself quickly blossomed into something bigger than I imagined.
By 2020-2021, we had evolved from handmade pieces to professionally manufactured products, including our exclusive walking sets with original designs. But the real game-changer came in 2022 with our Poopy Loop – a product that went viral on social media and led to collaborations with BARK and Chewy. Who knew a poop bag holder could change everything? 😊 After Handsome crossed over rainbow bridge, I was committed to making him proud by not quitting even when grief hit me like a tsunami.
What sets us apart is our commitment to creating accessories that celebrate the special bond between dogs and their humans. Each design tells a story, whether it’s a playful Poopy Loop that makes daily walks more fun or a custom-designed collar that perfectly captures your pup’s personality. We’re not just making pet accessories; we’re creating little pieces of joy that represent that special relationship we all have with our dogs.
I’m most proud of how we’ve grown from those early days of learning to sew to becoming a brand that dog parents genuinely connect with. We’ve maintained that personal touch even as we’ve scaled – every product is still thoughtfully designed with the same care and attention to detail as when I was making everything by hand at my kitchen table.
What I want people to know about Woof & Wonder is that we’re more than just a pet accessories brand – we’re a community built on understanding the deep connection between dogs and their humans. Every design, every product, every interaction is infused with that understanding. Whether you’re a first-time dog parent or have a house full of fur babies, we get it. We live it. And we create for it. 🐾
Looking ahead, we’re excited to continue bringing fresh, innovative designs to our community while staying true to our roots – creating functional, joy-filled accessories that celebrate the wonderful life we share with our dogs. There’s something magical about seeing photos of pups across the world wearing our designs, knowing that each piece started as a sketch inspired by my own journey with Handsome.
Most importantly, I want our community to know that behind every product is a real dog mom who understands exactly what they’re looking for – because I’m looking for the same things for my own pup. When you shop with Woof & Wonder, you’re not just buying a product; you’re becoming part of our story, and we’re becoming part of yours. 💖

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

I’m a big believer in maintaining multiple income streams for small business sustainability. While our website (woofandwonder.com) is our primary platform, I’ve intentionally diversified our sales channels to create a more stable business model.
I actually started on Etsy when I was hand-sewing everything at my kitchen table, and I still maintain our Etsy shop today. While Etsy was a great launching pad, I knew building our own website would be crucial for long-term growth and brand control. Having our own platform gives us complete control over the customer experience – from the moment someone discovers us on social media to their unboxing experience. I can tell our brand story exactly how I want to, showcase our products in a way that reflects their quality, and most importantly, build direct relationships with our community.
But I didn’t stop there! Shortly after launching our website, I applied for and was accepted to sell on Faire wholesale, which opened up a whole new avenue for growth. I also dedicate time each year to sending thoughtful cold emails to independently owned pet boutiques – there’s something special about having our products in local shops where people can see and feel their quality in person.
Our social media presence has been crucial in landing amazing opportunities. When our Poopy Loop went viral, it led to collaborations with BARK and Chewy, which have been fantastic for brand exposure. We’ve also recently expanded to TikTok Shop, meeting our customers where they’re already engaging with our content.
The trade-off of managing multiple platforms is that everything requires attention – website maintenance, customer service, marketing, inventory management across different channels – you name it! In the beginning, this meant a lot of late nights learning new skills!. But this challenge turned into an advantage because it forced us to really understand every aspect of our business.
For other small business owners considering their options, I’d say:

– Don’t put all your eggs in one basket – multiple sales channels create stability
– Start with one platform to learn the basics, then expand strategically
– Consider your bandwidth – each new platform requires time and energy
– Choose partnerships and platforms that align with your values and enhance your brand
– Don’t be afraid to reach out to potential stockists – authentic connections can lead to great partnerships

Looking back, this multi-channel approach was absolutely the right choice for Woof & Wonder. While it requires more coordination and effort, it’s given us the foundation to grow sustainably while maintaining the personal touch that our community loves. Plus, there’s something exciting about seeing orders come in from different channels, knowing we’re reaching dog parents through various touchpoints! 🐾✨

What’s worked well for you in terms of a source for new clients?

Social media has undoubtedly been our most powerful source of new customers, but not in the way most people might think! While going viral with our Poopy Loop certainly helped put us on the map (and led to amazing collaborations with BARK and Chewy 🎉), it’s actually our consistent, authentic presence that drives most of our sales.
I’ve found that showing up regularly as the face behind the brand – whether through voice-overs explaining our design process, sharing behind-the-scenes moments in the studio, or just being real about the ups and downs of running a small business – has created this incredible trust with our community. When dog parents see that there’s a real person (who’s also a dog mom!) behind every design, it transforms their relationship with our brand.
It’s not about being everywhere – it’s about being consistently present and authentic where your ideal customers already are. For us, that means creating genuine connections through social media, nurturing relationships with our retail partners, and always staying true to our mission of celebrating the joy between dogs and their humans. 🐾✨

Contact Info:

• Website: https://woofandwonder.com
• Instagram: https://www.instagram.com/woofandwonder/
• Facebook: https://www.facebook.com/woofandwonder
• Linkedin: https://www.linkedin.com/in/leda-ak/
• Youtube: https://www.youtube.com/@woofandwonder
• Other: https://www.tiktok.com/@woofandwonder

Image Credits

Maria Daniela Martinez: https://www.instagram.com/mariadanielamartinezd/
Treesha Millicent: https://www.instagram.com/treesha.jpg