We caught up with the brilliant and insightful Susan Haber a few weeks ago and have shared our conversation below.
Susan , thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
It all started with my passion for dogs and my desire to provide them with the best possible care. I had been doing some research on the pet industry and noticed a gap in the market for natural, healthy dog products. I believed that many dog owners, like myself, would prefer to use natural and organic products for their furry friends rather than products that are filled with chemicals and other harmful ingredients. This is how the idea for Arfinia was born.
The next step was to start figuring out how to turn this idea into a reality. I began by doing extensive research on the pet industry, particularly the natural and organic segment, to understand the current market landscape and the needs of pet owners. I looked at the competition and analyzed their products, pricing, marketing strategies, and distribution channels. I also researched various manufacturing and packaging options, as well as the legal requirements and regulations surrounding the pet industry.
Once I had a solid understanding of the industry and the market, I began to develop my product line. I carefully selected high-quality ingredients that were safe and healthy for dogs and worked with a team of experts to formulate my products. I also spent time designing my packaging to ensure that it would appeal to pet owners and stand out on the shelves.
After finalizing my product line and packaging, I began to focus on building my brand and creating a marketing strategy. I started by creating a website that showcased my products and my brand story. I also began to build my social media presence, engaging with pet owners and influencers to create buzz around my brand. I ran some targeted ads to drive traffic to my website, and I began to work on getting my products into retail stores and online marketplaces.
As I started to see some success with my marketing efforts, I began to focus on scaling my business. I expanded my product line to include more offerings and worked on optimizing my manufacturing and distribution processes. I also hired a small team of employees to help me manage the day-to-day operations of the business.
Overall, the process of going from idea to execution involved a lot of hard work, research, and careful planning. I had to figure out everything from the product formulation and packaging to the marketing and distribution strategies. But with my passion and determination, I was able to bring my vision to life and create a successful natural, healthy dog product company.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Here at Arfinia we have created a selection of natural, healthy, effective and artfully designed premium products for your dog. We are committed to offer you:
Wholesome, nourishing, delicious doggie snacks and food
Nutrient-rich, sustainably sourced, natural vitamins, probiotics and supplements
Chemical-free, restorative, hydrating shampoos, conditioners and lotions
Artfully-designed, durable toys, leashes and collars
Functional and effective training products
Eco-friendly, non-toxic, scientifically-proven cleaning products and odor removers
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We love our dogs!!!
They are our best friends and members of our family.
Our wish for them is to live long, healthy lives.
Here at Arfinia, our mission is to offer the highest quality solutions with the best possible results.
Our promise to you is to offer you only the most healthy, natural, balanced, human-grade, eco-friendly, artfully-designed products that will improve the quality and length of your dog’s life.
After all, our furry friends deserve the very best, naturally!
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The owner of Arfinia, Suzy Haber, created Arfinia in 2020 to honor the three beautiful, loving, sweet puppy-dogs that have graced or still grace her and her daughter, Dani’s, lives.
First there was the sweetest, biggest furry white ball in the whole wide world, Freddie. Freddie was the first Haber family dog and they think that he was a cross between a Samoyed, a Great Pyrenees and an American Eskimo. He was big and furry and cozy and lovable as can be. Suzy brought Freddie home one day for her daughter, Dani. The day Freddie came home, Dani was so excited she jumped for joy! And being an only child, Dani finally had a friend that she could play with anytime she wanted.
The second dog, Curly, was Dani’s favorite dog and the love of Suzy’s life. Curly was an English Springer Spaniel with big floppy ears and was as loving as can be and used to follow Suzy wherever she went. Suzy used to adore grooming and bathing Curly, the sweetest dog ever. Being a hunter dog, many times Curly would want to make Suzy happy by running into the backyard and bring Suzy a special gift of a bird in his mouth.
At the time that Curly came into the Haber family’s life, Dani was afraid to sleep in her own bed by herself because she thought that there were ghosts coming to get her. Then a miracle happened. Every night when Suzy went to tuck Dani into bed, Curly would jump in bed with Dani. Their heads both lie on the pillow together, while Dani spooned Curly all night long. And that’s how Dani learned to sleep through the night and she never had a problem sleeping in her own bed again.
And now we have a new love in our lives, Woody. Woody is a beautiful, loving, dedicated, sweet, sweet boy. Woody is a golden retriever and the most special doggie. Woody lives with Dani and her husband Jonathan, so Suzy gets to hang with Woody all the time. And Suzy gets to spoil Woody with all of Arfinia’s beautiful, healthy, fun, delicious products.
These sweet furry friends were always Suzy’s inspiration in life and they put a smile on her face every day. Now, through Arfinia, Suzy gets to honor these amazing doggies and help improve the lives of doggies everywhere, by bringing these healthy, natural, balanced, human-grade, eco-friendly, artfully-designed products to your special pup! 
Can you tell us about what’s worked well for you in terms of growing your clientele?
In my experience, combining my presence at farmer’s markets and my active use of social media has been the most effective strategy for growing my clientele and expanding the reach of Arfinia, my healthy, natural dog product company. By engaging directly with customers at the farmer’s markets, I have been able to connect with pet owners who are looking for natural and healthy products for their dogs. Providing product samples and offering personalized recommendations has helped me build trust and establish a loyal customer base.
Additionally, my active use of social media has been instrumental in expanding my reach beyond the local farmer’s markets. By posting engaging content on my social media pages and leveraging social media advertising, I have been able to attract new customers who may not have otherwise discovered my products. By building a strong online presence, I have established Arfinia as a trusted source of high-quality, natural dog products.
In summary, the combination of my presence at farmer’s markets and my active use of social media has proven to be the most effective strategy for growing my clientele and expanding the reach of Arfinia. By continually refining my approach and listening to customer feedback, I am confident in the continued growth and success of Arfinia. 
Can you talk to us about how your funded your business?
I put together the initial capital I needed to start my business by using my own money. It wasn’t an easy task, as it took me 3 years in development to accumulate the necessary funds. I had to work hard and save diligently, making sacrifices along the way to ensure that I had enough money to get my business off the ground. But in the end, all the hard work paid off and I was able to start my business with the confidence that comes from knowing I had put in the effort to make it happen.
Contact Info:
- Website: www.arfinia.com
- Instagram: arfiniapet
- Facebook: arfiniapet