Staff Spotlight: Lola Johnson's Journey Into Petpreneurship

In this special spin-off edition of our series on Interesting Journeys Into Petpreneurship, I caught up with Lola, a stellar new member of the Roch team, whose passion for animals led her to found her own small business, Foreverwoof, when she was a freshman in high school. Her mission-driven small business blends creativity and compassion, donating proceeds to local rescue organizations. And she is just getting started! 

With this staff spotlight interview, we get to know more about Lola’s arc (so far) as a young entrepreneur and animal advocate. From adopting Stella—her rescue pup/co-founder—to launching Foreverwoof at just 15 years old, Lola’s story is a testament to the power of leading with the heart.

Did you always want to work with or around animals when you were younger? We’d love to hear a little bit about your childhood pets!

Yes, absolutely! I wanted to be a veterinarian from a very young age, but as I grew up, that love changed to advocacy work. Growing up, I had a Newfoundland named Norman and a Brittany Spaniel named Remi. I also had a lot of smaller animals – rabbits, geckos, hamsters, fish, and even a hedgehog at one point. When I was 14, I adopted my personal dog, Stella, who really inspired me to get into canine advocacy/rescue and helped me to create Foreverwoof!

What does “dog-friendly” mean to you personally, and how has that influenced your approach to petpreneurship?

To me, dog-friendly means more than just allowing dogs in public areas; it means embracing them as part of our community. I used this mindset to create my company as a space for dog lovers to find items that remind them of their furry friends and the bond they have. My own life has been improved by my dog, and I want to share that joy with others. I believe that when dogs are included in our everyday lives, it reinforces the bond between people and pets in meaningful ways. This is one of the reasons I am so glad to be a part of The Roch Society.

I read that you did a lot of Farmers’ Markets to get exposure for your small business. What was your experience with Farmers’ Markets as a dog-friendly hub and/or a community builder for dog owners?

Yes, I did quite a few Farmers’ Markets, craft fairs, adopt-a-thon events, and even dog expos as part of building Foreverwoof. Those spaces were all incredibly dog-friendly. Vendors offered water bowls, treats, and plenty of pets to all the lovely dogs who were there. I loved it! It was more than just where I could sell my products; it was also a group of like-minded animal lovers.

You started Foreverwoof in 2018/19; how did the pandemic change your approach as a petpreneur and/or your business operation?

The pandemic changed the way that my business functioned dramatically. I had to change quickly and focus on remote engagement. I primarily put my energy into things like social media and email marketing. It was a big change because I greatly enjoy in-person connections, but I believe that it taught me so many new skills. Since in-person events have opened up again, I am excited to do more vendor events, while still using social media as a tool.

How do you hope Foreverwoof evolves over the next few years? Are there any new goals or projects on the horizon?

I hope Foreverwoof continues to grow in new and creative ways. One of my big goals right now is to expand my Etsy shop (ShopForeverwoof) and launch more custom items for animal lovers. I’m especially focused on developing more customizable diamond art pieces that are accessible and fun for anyone. Additionally, I would like Foreverwoof to do more charity work, like supporting local rescues and animal welfare causes.

Finally, what advice would you give to another young person who wants to start a mission-driven business like yours or get involved in canine advocacy work?

Do what you're passionate about and don’t feel that you have to do what people traditionally do. There are so many creative ways to work with and help animals that aren’t conventional careers. If you stay true to yourself and think outside the box, you can find a way to create change in your own way. Don’t let others take you away from what you feel passionate about.

We always give our petpreneur interviewees a chance to shout out some of their favorite pet-centric brands, start-ups, charities, etc. Are there any that come to mind that you want to tell our readers about?

I love Hypnotic Dog on Etsy. My dog, Stella, wears one of their collars and gets compliments on it anytime we are out in public. It’s cute, durable, and I even have a matching key chain to coordinate with her. As for charities, one I truly admire and have loved working with is PAC911 in Phoenix, Arizona. They organize adoption events and bring together rescues as well as adopters. They’ve helped so many dogs find forever homes, including helping me find my dog when I was volunteering at an event. I am happy to be even a small part of that with adopting my dog and with my work through Foreverwoof.

This concludes our staff spotlight interview. You can connect with Lola on LinkedIn and support her shop via Etsy and Instagram (@foreverwoof).

If you would like to talk to us about your journey as a dog-friendly founder, please get in touch!