33-year-old Elizabeth Vincent discusses making natural, gourmet dog treats, getting a small business off of the ground, and the dog that inspired it all.
Can you please introduce us to your business and the inspiration for it? Also, tell us about the name and branding?
I own Percy’s Cookie Jar, a gourmet, all-natural, homemade dog treat business. I use limited ingredients to provide healthy treats that dog owners can feel good giving to their furry best friends. I started the business in 2015 after the loss of Percy.
Percy was my inspiration and always will be. I never got to bake treats for him, and I strongly believe that the food and treats he consumed contributed to his passing. After doing many, many hours of research, I am very picky as to what my current dog, Penelope, eats.
I wanted to honor Percy somehow, so my logo has Percy’s actual paw print. I didn’t want it to look like every other logo out there, and the color teal stands out to me.
Did you go to school for this?
I had no training prior to starting. I ran full-force, not knowing what I was doing until after I started my business. I’ve always loved to bake; it runs in the family from my grandmother to my mother and then to myself. I’ve always loved art and loved being creative, so I went to Dutchess Community College and obtained an associate’s in art. I think having a love of art aids me in creating beautiful, custom-made, individual cookies that people love to give their pets and their pets love to eat.
How did the first year go?
The first year was a bit of a struggle. I didn’t realize how much it would take to become a business, financially. I started Percy’s Cookie Jar in Ohio with the support of my friends and family, while also working a full-time job. There was a lot of trial and error, creating and testing recipes, and figuring out the best way to abstain from using preservatives.
Did anyone significantly help you?
My friends in Ohio were very supportive. I joined a Facebook group for dog treat businesses around the same time I was starting my business and met my friend Erin through that. She lives in Pennsylvania and we’ve been sources of support for one another for many years. We bounce ideas off of one another, and she’s been my go-to person throughout the years. Since being back home in New York, my family has been a huge support to me as well.
2019 was an incredibly profitable year for me. I was doing shows every weekend, working full-time, and had tons of orders for the holiday season. I had very high hopes for 2020, but once the pandemic hit and I had to move back home, I ended up putting my business on the back burner. My dad encouraged me to resume business and provided me with some financial backing. I’ve been working on my business on the side for the past few years, but this year, I decided to take it on full-time.
What was your plan when you started and has it changed since?
Ohio is a very supportive state for small businesses; they are all about being local, buying local, and supporting small businesses whenever possible. My ultimate goal was to have my own storefront and support fellow Ohio-based makers within the store. That plan has changed since moving back to New York, but I would still like to have a brick and mortar shop and try to support other small businesses focused on animal products.
What lessons have you learned?
Be patient, take the time to do the research, and plan everything out. If you don’t stay focused and on top of things, your business can get out of hand quickly. Also, it’s important to stay positive and motivated. You can’t let a minor setback throw everything off.
What was the most challenging thing about starting this business?
I think the most challenging part is having dog owners doubt whether or not their dog will enjoy the treats I make. I have had many pet owners say things like, ‘Oh, they’re very picky,’ or ‘They won’t like this or that.’ Because I am a woman-owned, home-based business, it takes more to convince people that my treats are healthier than what you can find in the stores. I’ve done hours of research on treat ingredients and have found that many big companies use ingredients that are not good at all for animals. I’m lucky in that once pet owners try my treats, they’re typically customers for life.
What was most fun about starting this business?
The creative freedom is so fun; I love trying different shapes, types, and flavors of treats. I also really enjoy the events! I was so nervous prior to my first event in Ashland, OH, in 2016. Attending different events and getting the chance to meet all kinds of creators is so fun. It’s like being a part of a special club, and you want to support each other as much as possible. I love seeing all the different kinds of dogs, too. Dogs unconditionally love us humans, and giving them cookies just makes you their instant best friend!
How has your business changed?
The move from Ohio to New York was major. Percy’s Cookie Jar went from being a side business to a full-time job. I’ve also had to cut down on how many treats I sell. In 2019, I offered five different types, and now I have reduced it to the three most popular. I also transitioned from using Amish products while I was in Ohio to finding affordable products in New York. Packaging has also changed over the years as well.
How do you manage a work-life balance?
That is tricky. I try to limit my business to Monday through Friday, ending by five o’clock, and I try to keep the weekends for myself or for events. The balance of work and personal life is a tricky one to separate because I work at home. Even when I am out and about with my fiance, Austin, I’m always thinking about new locations and bouncing ideas off of him. He has been a major support system for me to make this a full-time career.
What do you wish you knew before you started?
I wish I would have known how much it would take financially, mentally, and physically. I think about new ideas and business concerns around the clock, so it can be hard to turn business-mode off. Providing healthy treats that are appealing to owners and loved by dogs is what I love to do! •
Percy’s Cookie Jar products are currently available in six locations including Random Harvest in Craryville, NY; the Copake General Store in Copake, NY; Pampered Pooch in Poughkeepsie, NY; Babette’s Kitchen in Millbrook, NY; Pause Boutique in Rhinebeck, NY; and Depot Dog in Washington Depot, CT. To learn more about Percy’s Cookie Jar, visit their website, percyscookiejar.com, and follow them on Instagram and Facebook, @percyscookiejar.