We’re excited to introduce you to the always interesting Anthony Nguyen and Donald Henson. We hope you’ll enjoy our conversation with Donald and Anthony who are the founders of Joué, a modern pet essentials brand.

Alright, Donald thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

The concept of Joué was born when Anthony approached Donald with the idea of creating a luxury pet brand—something we were both passionate about as lifelong pet lovers. Anthony, who has had a Siberian Husky for 19 years, was constantly buying bowls, leashes, and other pet accessories. He noticed that these products either wore out quickly or simply didn’t fit his aesthetic preferences. Given his background in e-commerce, he decided to explore the pet market further. Through research, he identified a growing trend in pet ownership and a clear gap in the market for high-quality, aesthetically pleasing pet products at an accessible price point.
After mulling over the idea for a few days, we decided to move forward quickly. We began with market research—analyzing industry trends, competitors, and existing product designs. This process naturally led us to define our brand identity and target audience. As a young company, we view our brand as an evolving entity, adapting to feedback and industry shifts. It’s an ongoing experiment, and that’s what makes it so exciting.

In the initial months, we focused on designing pet essentials with a minimalist, functional approach—products that seamlessly integrate into modern homes while prioritizing ease of use and durability. Our goal was to create products that pet owners would genuinely enjoy using in their daily lives. Once we finalized our designs, we sought out manufacturing partners who specialized in pet products and could scale with us as we grew. Choosing the right manufacturer was crucial—they needed to align with our brand vision while offering flexibility in pricing and minimum order quantities. We were fortunate to find partners who shared our creative vision and understood the evolving marketplace.

The process of designing, selecting materials, and perfecting our products through sampling took about two and a half years. We went through countless iterations to ensure that every detail met our high standards before putting our name on it. We refused to rush the process just to launch a product—we wanted something we could be truly proud of.

One of the most valuable lessons we learned was the difference between what we thought the market wanted versus what it actually needed. Some of our initial designs, which we were excited about, didn’t resonate with our focus groups. That was a humbling moment—we had to set aside our egos, absorb the feedback, and return to the drawing board. It was a tough but necessary process that ultimately made our products stronger.

By mid-2022, we received the final sample of our Nico Feeding Set—one of the designs we were most excited about. We gathered a group of pet-owning friends to get their honest feedback. Their enthusiasm and positive responses gave us the confidence to move forward with production. After nearly three years of development, we officially launched Joué and our first collection in the fall of 2023.

Donald, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

As co-founders, Anthony and Donald come from completely different backgrounds, which has proven to be one of our biggest strengths.

• Anthony brings deep expertise in e-commerce analytics, team building, and business operations. With a background working with Amazon and Fortune 500 companies, he is well-versed in sales, logistics, and scaling businesses effectively.

• Donald comes from a creative and marketing-driven background, with experience in fashion design and an extensive career as a real estate broker handling business operations. His expertise in branding and aesthetics plays a vital role in shaping Joué’s identity.

Our roles naturally complement each other—Anthony manages the business operations and sales, while Donald leads the design and creative direction. This balance allows us to leverage each other’s strengths while continuously learning from one another.

From the very beginning, Joué was built around the idea of providing high-quality, thoughtfully designed pet essentials. We wanted to create products that not only enhanced the everyday experience of pet owners but also blended seamlessly into their homes. Our goal is simple: to make pet ownership more enjoyable and hassle-free by eliminating cumbersome designs and prioritizing function. Beyond aesthetics, we saw an opportunity to create beautiful yet affordable pet essentials—something that was missing in the marketplace.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

Yes, we design and manufacture our products. However, when we started, neither of us had prior experience in manufacturing pet essentials. It was a steep learning curve filled with trial and error.

The process began with conceptualizing our designs and determining the ideal materials. From there, we worked closely with manufacturers specializing in pet products, going through an extensive sampling and refinement process. Achieving the right balance of functionality, durability, and aesthetics required patience. If a manufacturer couldn’t meet our standards after several sample revisions, we had to start over with a new partner—an often time-consuming but necessary step.

One of the biggest lessons we learned was the importance of clear communication when working with manufacturers. Design specifications, material choices, and even small details can easily get lost in translation—especially when working across different languages and production standards. Learning how to convey our vision effectively was key to getting the results we wanted.

What’s a lesson you had to unlearn and what’s the backstory?

Another significant realization was how cultural differences influence business operations. The way manufacturing timelines, holidays, and negotiations work abroad can be vastly different from U.S. business practices. Being open-minded, adaptable, and respectful of these differences has been essential to building strong, long-term partnerships. At the end of the day, business is about relationships—treating people with respect and fostering mutual understanding is just as important as product development.

Contact Info:

• Website: https://www.jouepets.com
• Instagram: https://www.instagram.com/jouepets/
• Facebook: https://www.facebook.com/jouepets
• Linkedin: https://www.linkedin.com/company/jouepets
• Other: https://www.tiktok.com/@jouepets?lang=en

Image Credits

Leash Images:

Photography Team: Just Eatz Media
Model: Lauren Nowak

Bowl Images in house setting:

Photographer: Gregory Keith Metcalf
Stylist: Anthony Franco
Makeup/Hair: Christina Lee Adams
Female Model: Mila Cabrerar
Male Model: Vaughen Holland