Chelsie-Jean Fernandez, founder of Boogs & Boop. (Credit: Courtesy of Boogs & Boop)
An Emotional Support Dog Inspires a Business Venture
Chelsie-Jean Fernandez created a line of adjustable harnesses for pups of all sizes after adopting a Dachshund.
Chelsie-Jean Fernandez grew up in Hawaii surrounded by pets. “Animals have always been a natural and important part of my life,” she says, After she was diagnosed with anxiety and depression, Brooklyn-based Fernandez decided to adopt a dog – which is how she found herself caring for a longhaired dapple Dachshund named Isles. It didn’t take long for Fernandez to realize that there weren’t many dog harnesses on the market that fit her dog’s unique shape. “That’s when I decided to take matters into my own hands,” she recalls. Using her professional background in fashion and product development, she launched Boogs & Boop in 2022, which offers a line of dog accessories including leashes, collars and harnesses designed to fit every size and shape of dog. While Fernandez is still balancing a full-time job alongside her growing business, she says she wouldn’t trade the hectic life for anything. “What started as a passion project has evolved into a fulfilling endeavor that helps me stay grounded amid life’s challenges.”
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
Our harnesses, which adjust to a wide range of dog body types. We offer a more customizable fit, catering to dogs with unique proportions – think Corgis, Dachshunds, French Bulldogs, Shih Tzus and others. This focus on proper sizing means no dog has to settle for ill-fitting gear. We also prioritize making our products budget-friendly, ensuring that high-quality, well-fitting walk gear is accessible to all dog owners. We are additionally committed to supporting female entrepreneurs and artists, partnering with talented makers to bring unique prints to life. And, we’re committed to making a difference through our “Boops for Good” initiative, where a portion of each purchase helps support rescue shelters throughout the U.S.
Tell us about your biggest success so far.
This year, we officially launched a wholesale operation via online marketplace Faire, a pivotal step in our growth. Expanding beyond direct-to-consumer sales and into retail partnerships has allowed us to reach new audiences and share our dog gear with even more pet families. It’s a proud milestone that reflects both the quality of our dog accessories and the strength of our mission.
What is your top challenge and how have you addressed it?
Driving consistent traffic to our site and increasing brand awareness without the support of an advertising budget. To address this, we’ve leaned into organic growth strategies — community-building, engaging with followers on social media, and hosting pop-ups, though these do require significant time and creativity to maintain momentum. To ensure financial sustainability, every decision – from covering pop-up fees to expanding inventory – is carefully weighed. We focus on reinvesting revenue back into the business when possible, and prioritizing the most impactful growth opportunities to scale steadily while keeping operational costs manageable.
Have you experienced any significant personal situations that affected your business decisions?
After being diagnosed with depression and anxiety, I brought Isles into my life to help cope. His companionship provided immediate comfort, which eventually inspired me to start my business as a passion project. While managing a small business certainly comes with its own set of challenges, it is also a breath of fresh air, and a true source of joy. Seeing dogs in our gear always lifts my spirits and reminds me of the purpose behind what I do. Balancing my company with my day job has given me an outlet for self-expression, helping me maintain a sense of purpose while allowing me to prioritize my mental health.
What is your biggest tip for other startup entrepreneurs?
Embrace experimentation, but do so wisely. When you’re starting out, it’s easy to get excited and want to try everything. But not every strategy or idea will work for your business. It’s important to test things out in a smart way — whether it’s new products, marketing approaches or partnerships. Make sure you’re assessing the risks and being strategic about where you put your time, energy and resources. Every failure or misstep can teach you something valuable, but you can minimize the impact of slip-ups by taking calculated risks and learning from the results.
How do you find inspiration on your darkest days?
I draw inspiration from stories of other women entrepreneurs who have overcome obstacles, because they show me that setbacks are just stepping stones to growth. Spending time with family and friends helps me reconnect and gain a fresh perspective. And of course, taking Isles out for a walk always brings me a sense of peace, and reminds me to embrace the present – to find joy in the little things.
What is your go-to song to get motivated on tough days?
“Round and Around” by Kolohe Kai. Its message always grounds me and helps me keep moving forward. Their music reminds me of where I came from.
Who is your most important role model?
My mom and my nana. My mom’s unwavering work ethic has been a constant source of inspiration, showing me the importance of perseverance and dedication, even in challenging times. And my nana always taught me that while anything is possible, it’s important to slow down sometimes and give myself grace when faced with obstacles. Their wisdom and love have been my foundation.
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