We caught up with the brilliant and insightful Felicia Bradley a few weeks ago and have shared our conversation below.
Felicia, looking forward to hearing all of your stories today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard
Cocoa & Onyx® stands apart from the industry standard by offering a unique combination of style, practicality, and luxury that isn’t commonly seen in the pet accessory market. While many luxury brands, such as Gucci, have ventured into pet accessories, Cocoa & Onyx® has focused on creating products that blend elegant design with everyday functionality.
The Cocoa & Onyx® Treat Purse® for example, integrates a discreet poop bag holder, which combines convenience with style—something no other high-end pet brand had done at the time. This thoughtful approach to design shows a deeper understanding of the needs of pet owners and elevates the ordinary into something refined. The brand’s dedication to functionality extends beyond accessories, with products like the ComfurtGrip leash, designed to offer comfort and control, especially for owners of larger dogs.
Moreover, Cocoa & Onyx® emphasizes timeless quality and craftsmanship, with products made from premium materials that not only look beautiful but are durable enough for daily use. This commitment to blending beauty with purpose makes Cocoa & Onyx® a brand that speaks to those who want more than just aesthetics—they want luxury that enhances their relationship with their dogs in practical ways.
Our approach to creating innovative products that marry style and function, and the mission to reduce shelter intake with useful training tips further differentiate Cocoa & Onyx® from the competition, creating a brand that’s not just about selling products but about enriching the bond between pets and their owners.
Felicia, 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?
Cocoa & Onyx® the brand, was born from my own journey as a dog mom. With over two decades of experience in sales, business development, and marketing, I ventured into entrepreneurship with the vision of creating luxury pet accessories that blend both style and practicality.
The idea for Cocoa & Onyx® stemmed from my experience raising a Rottweiler rescue puppy alongside my older dog. As my puppy grew into a large breed, training and daily walks became a challenge. I needed a way to carry essentials like treats and poop bags, but when I tried using an old Coach bag, it wasn’t designed for the task. The result was disorganization, with plastic bags stuffed everywhere, and nothing that truly met my needs. I jokingly called it my “treat purse,” and that’s when the light bulb went off. I realized that there was a need for a product that was both stylish and functional, designed specifically for dog owners.
With that idea in mind, I began developing my concept. I worked with Fomo Design Lab in Las Vegas to create an initial prototype, but soon realized I needed more expertise to refine and scale the product. I partnered with GEMBA, a product development company, to create a tech pack and find a manufacturer. After careful consideration, I chose a high-quality manufacturer in India known for producing designer bags, ensuring my product met my exacting standards.
Developing the Cocoa & Onyx® TreatPurse® involved a significant financial and time investment. I went through four iterations before the product was ready for launch, gathering feedback from friends and two entrepreneurial groups—Nasdaq Entrepreneurial Center and Self Made. While it was a huge commitment, I knew it was necessary to ensure the quality and market potential of the product.
In the summer of 2022, while researching branding ideas, I initially considered calling my company “Poochi,” inspired by luxury brands like Gucci and Tory Burch. But after discovering that Gucci was launching its own pet accessory line, I realized that no luxury brand had created a product like mine. While Gucci’s collection included a $400 poop bag holder, there was nothing that combined style and practicality in the way the Cocoa & Onyx® treat purse did. That realization cemented my belief that I was filling a unique niche in the market—one that could elevate the everyday moments between pet owners and their dogs.
The Cocoa & Onyx® treat purse is not just a fashion statement—it’s designed for everyday functionality. Its discreetly integrated poop bag holder ensures both convenience and elegance, whether for casual walks or special events. As the brand evolved, I expanded the product line to include matching leashes, starting with an anti-chew leash designed for durability. Later, I introduced leather leashes in various colors to complement the treat bags. The ComfurtGrip leashes, with their dual-handle design, offer comfortable control, especially for owners of large breeds like Great Danes and Rottweilers. As a dog mom, I understood the importance of safety and comfort, designing the leashes to prevent wrist strain while handling strong, energetic dogs.
What sets Cocoa & Onyx® apart from other brands is our commitment to offering luxury products that solve everyday problems for pet owners. Our products are carefully crafted to balance style and functionality, meaning you no longer have to choose between elegance and practicality. For instance, the Cocoa & Onyx® treat purse isn’t just a stylish accessory—it’s a solution to the common challenge of discreetly carrying poop bags while maintaining your polished look. It’s a small but impactful detail that elevates everyday outings with your dog.
The ComfurtGrip leash is another example of how we consider the real-life needs of pet owners. These leashes offer comfort and control, ensuring that walks with large or energetic dogs are enjoyable and pain-free. Cocoa & Onyx® isn’t just about luxury—it’s about enhancing the connection between you and your dog with products that make your life easier.
I’m incredibly proud of how far Cocoa & Onyx® has come. The feedback from customers has been overwhelming, with many calling the idea “genius” or “so smart.” Our commitment to timeless quality ensures that every product is durable, sophisticated, and built to last. For those who value both function and style, Cocoa & Onyx® meets those needs in a way that’s rarely seen in the pet accessory industry.
At Cocoa & Onyx®, we don’t just sell products; we provide an experience that elevates the everyday moments you share with your pet. Our mission is to create luxurious, functional, and thoughtful pet accessories that enhance your bond with your furry companion. And that’s something I’m incredibly proud to be a part of.
We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.
I don’t sell on platforms like Amazon, Etsy, or Cratejoy. Instead, I’ve chosen to sell directly through my own website on Shopify. I also sell at Vendor markets. This decision is driven by several key reasons, including maintaining control over my brand, securing intellectual property protections, and avoiding the significant fees associated with third-party platforms.
One of the main reasons for not selling on platforms like Amazon is the fees. Selling on Amazon, for example, can cost anywhere from 15% to 45% of your revenue, depending on the category and type of sale. Amazon’s referral fees alone are around 15% on most categories, but when you add in additional costs like fulfillment fees (if using FBA) and potential advertising costs, the total expenses can be steep. This means that for every sale, a significant portion of the revenue goes directly to Amazon. For small businesses and emerging brands, this can quickly add up and eat into profit margins, limiting flexibility in pricing and promotions for customers.
Moreover, by selling on a platform like Etsy or Amazon, you’re subject to the platform’s rules, which can change without warning. You lose a certain level of control over customer data, marketing strategies, and the customer experience itself. This can make it difficult to build a direct relationship with your customers and maintain brand loyalty.
When I first started Cocoa & Onyx®, securing my intellectual property was a top priority. I wanted to ensure that my products, particularly my unique designs, were protected through patents and trademarks before expanding onto larger, more competitive platforms like Amazon. The risk of copycats is a real concern on marketplaces where intellectual property is not always safeguarded, and I didn’t want to take the chance of seeing my product replicated before my protections were in place. In fact, a 2020 report showed that 56% of small businesses selling on Amazon reported experiencing some form of intellectual property infringement, so securing my trademarks and patents beforehand gave me peace of mind.
Selling on Shopify also allows me to create a customized, branded experience for my customers. On third-party platforms, you’re confined by the platform’s layout and user experience. Shopify provides the flexibility to design my online store exactly how I envision it, allowing for a more personalized shopping experience that aligns with Cocoa & Onyx®’s brand values of luxury, quality, and style. Additionally, I have direct access to customer data and insights, which are invaluable for building long-term relationships.
Another reason I chose Shopify is the scalability it offers. While platforms like Amazon can work well for products with broad appeal, my brand is centered around a niche market of luxury pet accessories. Shopify allows me to cater to this specific audience while avoiding the saturation and competition present on larger platforms. With Shopify, I have control over my marketing, customer engagement, and fulfillment processes—giving me a more holistic approach to running my business.
How do you keep in touch with clients and foster brand loyalty?
To keep in touch with clients and foster brand loyalty, I utilize a combination of vendor markets, social media, and email subscriptions, each of which plays a crucial role in building strong, lasting connections with my customers.
Vendor Markets and pop-up events allows me to engage with customers face-to-face, offering a personal touch that online platforms can’t always replicate. These events give me the opportunity to showcase Cocoa & Onyx® products in person, answer questions directly, and hear feedback immediately. It also allows me to interact with customers who may not have discovered my brand online, fostering a sense of community and trust. The personal connection created at these events often leads to repeat customers and word-of-mouth referrals, which are invaluable for building brand loyalty.
Social media is sometimes a mystery, but it is a powerful tool for staying connected with customers and keeping the brand top-of-mind. I regularly engage with followers on platforms like Instagram and Facebook, where I share product updates, behind-the-scenes content, and pet-related lifestyle posts that align with Cocoa & Onyx®’s brand values of luxury, style, and functionality. Social media also allows me to interact with customers in real time, respond to comments and messages, and build a community around the brand. By creating engaging content, such as polls, stories, and user-generated content (like photos of pets using Cocoa & Onyx® products), I can deepen my relationship with my audience and make them feel like they are part of the Cocoa & Onyx® family.
Email marketing is another key strategy I use to keep in touch with customers. By offering an email subscription, I can keep my clients informed about new product launches, special promotions, and exclusive deals. I make sure that each email is valuable and personalized, whether it’s showcasing new products, offering tips on how to use the accessories, or providing content that resonates with dog owners. This direct communication helps maintain ongoing engagement with my audience and keeps them connected to the brand. Additionally, I send out thank-you notes and loyalty rewards for repeat customers, showing appreciation and encouraging long-term relationships.
Contact Info:
- Website: https://www.cocoaonyx.com
- Instagram: https://www.instagram.com/cocoaandonyx
- Facebook: https://www.facebook.com/cocoaandonyx
- Twitter: @cocoaandonyx
