I’ve never been a dog person. Growing up, our family pet was a tortoise named Mojave. He’s still kicking it in my parents’ backyard in Huntington Beach, living his best, slow life under the California sun. No barking, no chewing, no muddy paw prints. Just ocean breeze, romaine lettuce, and the occasional hibiscus. With a diet like that, he’ll outlive us all.
Then life shifted. I turned 35, met my partner, and inherited a dog named Bogart.
He had soulful eyes and followed me from room to room. Part loyal shadow, part quiet protector. I kept my distance at first. I wasn’t used to something that wanted that much from me. But little by little, he cracked me open. It was just the three of us through the darkest days of COVID. He gave us rhythm. A reason to step outside. Emotional support, paperwork or not.
We put him down unexpectedly last year. I didn’t think I’d cry like that. But there I was, holding his paw, tears streaming down my face. I didn’t just lose his dog. I lost mine too.
Grief softened with time. By last summer, we found ourselves ready for another companion. Not a replacement. Never that. But an extension of the love Bogart left behind. A new energy for the day. A new name to say before bedtime.
Enter Beckham.
First Comes Fur
Now, I may be biased, folks, but I have the cutest dog ever. And naturally, I want the world to know. Not just through photos (though the count is endless), but through the same small gestures we use to mark what matters. Our babies’ initials. Our partner’s birthstone. Monogrammed handkerchiefs for the ones we’ve lost.
We do it for the people we love. So why not the pets who loved us first?
It turns out, I’m not the only one feeling this way. In 2024 alone, Americans spent over $150 billion on their pets, and the market is only growing. Wild, right? It’s no surprise that brands want a piece of the pie. Sentimental pull drives loyalty, and loyalty drives conversion. There’s a growing number of ways to signal who holds top billing in your heart and your camera roll. Some pieces lean sweet, others lean absurd, but all of them speak to the same thing: affection, worn proudly.
The Merch of Devotion
There’s something sweetly unhinged about putting your dog’s face on a designer bag. And yet. When Bark Jacobs launched, I practically sprinted to the product page. With an in-store purchase of a Marc Jacobs leather bag at select locations, customers receive a complimentary hand-painted portrait of their pet, rendered directly on the bag by a local artist. Turning personal obsession into personalized luxury. It’s clever, heartfelt, and so distinctly Jacobs. Camp and heart stitched into one.
Love looks ridiculous sometimes. But it also looks really good in patent leather.
Jacobs has competition. There are plenty more stylish ways to keep your furry soulmate close. From jewelry to apparel to accessories worth wagging over, consider these finds devotion dialed all the way up. Spoiler: Some of these are splurges. Others? Totally fair game.
The Art of Adoration
Prefer to keep your tributes at eye level? Welcome to the golden age of pet portraiture. Moody oils. Cheeky illustrations. Museum-style masterpieces that celebrate your four-legged muse in brushstrokes and whimsy.
You can’t go wrong with Etsy, Paw and Glory, or anything from Purr and Matt. And let’s be honest, I used AI for Bogart and Beckham.
It’s the kind of Secret Santa gift that works at any price point — thoughtful, personal, and desk-worthy. Or better yet, rally the office for a paint-your-pet team bonding session. Pet Portrait Events in NYC has a fun fall lineup, and Rachel’s Pet Portraits is a solid bet if you're near Sacramento.
Because in the end, love leaves a mark. Might as well make it custom.
The Essentials They Deserve
Not everything needs to be worn or framed. Some of the best objects are the ones they use. Daily. Automatically. Without fuss. A bowl that’s nice to look at. A tag with just enough flair. A leash that holds steady and looks cute dangling over the back of a chair. No costumes. No fluff. Just the good stuff for the one who runs the house.
The Final Fetch
When someone changes your life (even if they have four legs and a wagging tail), it’s only natural to find little ways to say thank you.
They give us everything. The least we can do is make it personal.
Turns out love has a look. And it’s selling fast.
And if you want a quick serotonin boost, drop a photo of your furry soulmate in the Musings of a Merchandising chat in the Substack App. I’ll be there, hearting every single one.
I’m sorry but no. Beckham needs his own SS stat. He’s TOO CUTE FOR WORDS!!! Gahhhh! We are dying for a doggie in our house but with 2 little kids, our hands are already too full. Waiting for them to grow a bit older and then we are def going for it. But man oh man- this Beckham content makes me reconsider the wait!!!
Seriously in LOVE with Beckham!!!! Agree with you completely - dogs deserve the world. They bring us so much love and joy it’s the least we can do!!! Pet merch it is!