Alright – so today we’ve got the honor of introducing you to Keelie Armstrong. We think you’ll enjoy our conversation, we’ve shared it below.

Keelie, appreciate you joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

One of the biggest risks I’ve ever taken was deciding to turn Millie’s Treats from a fun passion project into my full-time job at 19 years old; and doing it right after the world started opening back up from the COVID shutdown.

When I first started Millie’s Treats, the world was completely shut down due to COVID19. And when it finally opened back up, Millie’s Treats was just something I did on the side while working my full-time job. I’d bake any spare chance I had, experimenting with ingredients and filling my kitchen with trays of treats (and a very happy, very patient taste tester, Millie). What began as a creative outlet quickly grew into something more, as orders started coming in and people began to connect with our mission of safe, healthy, handmade treats for their dogs.

Soon after returning to work and regular life, I realized how much joy and purpose this little business brought me, and how much potential it had if I gave it my full attention. So, I made the leap. I left the stability of my full-time job to pour everything into Millie’s Treats. It was terrifying and exciting all at once; and thanks to a big dream, a family full of support, and a whole lot of determination, my dream became my reality.

Looking back, that risk completely changed my life. It pushed me to grow not only as a business owner but as a person. Since then, Millie’s Treats has expanded beyond what I ever imagined, from local markets to huge partnerships that in the beginning would’ve just been silly dreams. It wasn’t the easiest path, but it was absolutely the right one. Every wag, every customer message, every milestone reminds me that sometimes the biggest risks lead to the most rewarding adventures.

Keelie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Keelie Armstrong, and I’m the founder of Millie’s Treats, a gourmet dog treat company inspired by my pup, Millie, and built on the belief that our dogs deserve the very best.

I’ve always been a huge animal lover, but becoming a dog mom for the first time changed everything. Like many pet parents, I wanted to give Millie the world, but when I started looking at what went into most dog treats, I was shocked. So many were loaded with fillers, preservatives, and ingredients that didn’t have any nutritional benefit. That’s what led me to start baking my own treats in my kitchen, using ingredients that were 100% dog-safe and beneficial. What began as something I did out of love for my own dog slowly grew into something much bigger…a mission to create treats pet parents could actually trust.

Today, Millie’s Treats has grown from a small home kitchen idea to an award-winning business with a loyal community of pet lovers all across the country. We’ve proudly been named Best of Georgia Pet Store three years in a row (2022, 2023, and 2024), and we continue to focus on what truly matters, crafting treats that are as wholesome as they are tail-waggingly good.

What sets us apart is our commitment to quality and transparency. Every single batch of treats is handmade by our team in small batches using our in-house recipes. We don’t just stop at “natural ingredients”, we have our treats lab-tested in state-approved facilities to ensure our guaranteed analysis is accurate and that every treat meets our high standards. It’s that extra step that gives our customers peace of mind and helps us stand behind every product we make.

Our product line includes our delicious biscuits in a variety of shapes, sizes and styles; made with real ingredients you can pronounce! We also offer custom branded treats and wholesale options for businesses that want to share the love with their customers or employees’ pups. Seeing our biscuits featured at local pet stores, dog-friendly cafés, and even boutique hotels still fills me with pride every single time.

At the heart of it all, Millie’s Treats is about celebrating the bond between people and their pets. It’s about that moment of joy when your dog wags their tail for one of our biscuits, knowing it’s something that’s good for them, too.

What I’m most proud of is the community we’ve built. Our customers aren’t just buyers, they’re fellow dog parents who share our passion for giving their pets the best. I always say Millie may be the face of the brand, but it’s every single dog we serve that keeps us inspired and motivated.

The main thing I want people to know about Millie’s Treats is that we’re not just another pet brand, we’re a small business with a big heart, run by people who love dogs as much as you do. Every treat we make is filled with the same care, thought, and tail-wagging excitement that started this journey in the first place.

How did you build your audience on social media?

Building the Millie’s Treats audience on social media has truly been one of my favorite parts of this journey. I’ve always loved creating; ever since I was little, I’ve had a passion for anything artistic, from drawing and designing to photography and editing. So when I started my business, social media became my creative playground.

In the early days, I didn’t overthink it; I just started sharing what felt real, but always kept one question in mind “what would catch my eye?”. I posted photos of Millie being her goofy self, behind-the-scenes clips of me baking treats in my kitchen, and snapshots of our journey as we grew. I think people connected with that authenticity, they could see that Millie’s Treats wasn’t a faceless brand, but a small business built with love (and a lot of flour on the counter).

Over time, I found a balance between fun, educational, and heartfelt content. I love showing what goes into our treats, sharing ingredient benefits, and celebrating all the dogs who enjoy them. But I also make room for joy; holiday posts, pawty themes, or just moments that make people smile. That mix has helped us grow a loyal and engaged community, not just followers.

For anyone just starting out, my biggest piece of advice is: show up as yourself. You don’t need fancy equipment or a huge following, you just need consistency, creativity, and heart. Share your story, your process, and your “why.” Social media should feel like a conversation, not a sales pitch.

At the end of the day, social media is how I connect my two biggest passions, dogs and creativity, and I think that genuine love comes through in everything I post.

How’d you build such a strong reputation within your market?

I think what’s helped build Millie’s Treats’ reputation most is a combination of transparency, consistency, and genuine care, both for the dogs we serve and the people who love them. From day one, my goal wasn’t just to sell treats, but to create a brand pet parents could truly trust.

Every decision we make, from the ingredients we choose to the way we package and present our products, reflects that commitment to quality. We handcraft every batch in small quantities using carefully selected, dog-safe ingredients, and we take it a step further by sending our treats to state-approved labs for guaranteed analysis. That level of integrity is something our customers notice and appreciate, because it shows we’re not just saying our treats are healthy, we’re proving it.

But beyond the products, I think our reputation has grown because of the connection we’ve built with our community. Whether it’s through social media, markets, or customer messages, we’ve made it a priority to engage personally with our audience. People see that there’s a real person, and a real pup, Millie, behind the brand. That personal touch makes a difference.

We also believe in showing up, not just online, but in our local community. From vendor events and dog-friendly festivals to collaborations with other small businesses, we love being part of the moments that bring pet lovers together.

At the end of the day, I think what truly built our reputation is staying true to who we are, a small business that leads with heart, quality, and authenticity. When people support Millie’s Treats, they know they’re getting something made with love and purpose, and that trust is something we’ll never take for granted.

Contact Info:

• Website: https://www.milliesdoggietreats.com
• Instagram: https://www.instagram.com/milliesdoggietreats
• Facebook: https://www.facebook.com/milliesdoggietreats