FriendlyDogCollars: An Invertivew with Jon Saville

FriendlyDogCollars: 

An Invertivew with Jon Saville

When I first came across FriendlyDogCollars it was a photo through Facebook without any logo or direction as to where you could get the product. It wasn't until after our dog Unit attacked another dog and cost us $300.00 in vet bills and a lot of heartache for the owners and dog that I set out to find who made this amazing product and how I could get it. It wasn't long before my search brought me to an Amazon page which told me what company made these products. As I looked at all the different colour coded warning labels available in collars, harnesses and leashes I decided two things; first I would need to order Unit an orange NO DOGS harness and leash, second I needed to spread the word.

FriendlyDogCollars is a very unique company based out of the UK and created by Jonathon Saville. This company began in 2007 with the idea in mind that not all dogs (or people) can be judged by their looks.

Jon owned many dogs over the years, but it wasn't until he got Roxy, a Staffordshire Bull Terrier, that the idea for FriendlyDogCollars came to him. When Jon walked Roxy down the street people would cross the street to avoid them. Jon was a 235lbs bodybuilder with a shaved head and tattoos and the dog on the end of his leash looked like a bodybuilder of the canine version. However, in the 9 years Jon owned Roxy she'd never hurt a person or other dog, and Jon himself was a friendly person! Even when Jon's mother walked the dog people would avoid them. Later, Jon's sister had arrived with a little pink dog dress as a joke. They put it on Roxy and Jon's sister took her for a walk. The response they received just from a little pink dress was a complete 180 from when people crossed the street to avoid Jon and Roxy. Now people were approaching them and wanting to pet Roxy, people saw her completely differently just from one little piece of apparel.

From that, an idea was born. The first  "FRIENDLY" green dog collar was made. They made 30 at first and they quickly sold. Before they knew it 100 were sold. Next the red CAUTION collar was created and another 100 of those were sold. Soon after there was enough demand to create something for dogs who were great with people but not good with other dogs,  the orange NO DOGS collar was created and all 100 sold. "Those three are the main system and one day will be known no matter which language and country," says Jon, "All other items were made as enquirers came."

When it first began FriendlyDogCollars were selling slowly. 5 one week and everyone would cheer and celebrate those five sold, and then a week would go by without any sold before another 5 would leave the shelves. They did not advertise or try to talk any businesses into selling their products. Slowly but surely word began to spread about this wonderful product. "When we were hitting 50 a week we knew this was needed and we fully registered all products, Trademarked them and Patented them in all countries that were applicable." says Jon. "With over 300 stores and charities now stocking and using the products, and over 2,000 a week leaving the office, it has quickly become a whirlwind project and we still do not advertise. Every week at least 3-15 new individuals and businesses add our products to their range. With no advertising and the fact we do not approach anyone for business, the products must be good!"

They're more than just a good product, they're a life saver. "With over 7 million dog bites worldwide each year, uncountable dog on dog attacks which are avoidable, by letting others know a dogs' nature/temperament in advance allows others to take the necessary steps to avoid a dog accident, or even help a dog in need." Jon stated. "Even if we save one child from a dog bite this is all worth it."

The message is bright and clear.

Red CAUTION - DO NOT APPROACH! Under any circumstances, even if you think you are Ceasar Milan! The dog owner has taken the necessary steps to let you know about the dogs past, children and adults steer clear and give space.

Orange NO DOGS - Not good with other dogs, if you see an orange item in the distance ona  dog, do not let your dog off of their leash yet as you could avoid a possible dog on dog attack and save yourself money from veternary or legal fees!

Green FRIENDLY - Known as friendly to all. Just because a dog looks aggressive, don't assume they all are as your dramatisation of a fearful looking dog ahead can actually bring attention to you from a dog like that. So relax if you see a green friendly item is on the dog as the dog owner has owned that dog many years and knows what that dogs personality is.

Yellow NERVOUS - This dog is nervous and may be unpredictable when approached, so ask or seek the owner before any interaction.

"These are the main 4 that we all need to know," Jon says, "The others are self explanatory like, DEAF DOG, BLIND DOG, ADOPT ME, TRAINING and WORKING."

FriendlyDogCollars also offers their lowest wholesale price and give no minimum order amount to dog rescues and charities. They also always add extra items for free to these groups! "Many ask for donations of the items for prizes at events and even donations for some dogs really in need, which we obviously give to help." he says. "Every month we donate to a different charity of a percentage of our profits, and have promotion codes that allow charity customers to purchase from our website."

Every month FriendlyDogCollars also donates to a different charity a percentage of their profits. "...and have promotion codes that allow charity customers to purchase from our website and we donate 10% to that desired charity of the sales from our site that used that code. Once we have time, we will be actively helping charities and shelters manually. We have also helped some dogs through our contacts." Jon explained. 

FriendlyDogCollars isn't contained to just the UK, they also have distributors in other countires such as Australia. They also have over 70 stockists in USA and Canada alone (no sole distributors though). 

Many non-English speaking countries such as Spain, Dubai and UAE (plus 14 surrounding countries), Singapore, Finland, Sweden, Norway, Estonia and Russia, Brazil, France and Germany all want to sell the FriendlyDogCollar products even though they are all in English.  While they have been most popular in UK, Australia, Canada and USA they sell daily to over 30 countries worldwide. 

As mentioned above, the products are also available through Amazon.com. Amazon approached FriendlyDogCollars to sell their products, and so did Nestlé Purina and DisneyWorld. "All have approached us as we do not approach anyone or any business to stock our products, we let everyone come to us and don't pressure them at all. The products speak for themselves in volume and are a huge success."

Jon says they are always working on new products to add to their company's stores. Most recently was the royal blue WORKING series for owners with working dogs who want others to know they should not be disturbed.

Occasionally they get requests for custom made products. 99% of the requests is to change the colour of a product (for example; making a blue leash that says FRIENDLY). However, the products work so well because they are colour based; they can be understood regardless language or literacy skills.  Because of this, FriendlyDogCollars stands by that they will not do these types of custom orders and will keep the colour code system they have already in place.

A similar idea was launched that uses a yellow ribbon tied to a leash to let others know to stay away from the dog. In an earlier correspondence with Jon I'd mentioned the yellow ribbon project and he explained to me that, "the yellow ribbon project has had many faults, as if you wear a yellow ribbon also means you support the troops in Afghanistan. Due to this many children and adults have been approaching dogs with yellow ribbons to pat them as they think they are in support! Less than 1% of the population know the yellow ribbon meaning for dogs, whereas more than 4% know it for the troops." After I learned this I knew that FriendlyDogCollars was an idea that needed to be shared. Every person needs to learn and implement the colour coded system.

"We came up with the idea, but it is all of you who help contribute to forward this to everybody else in the world and make it possible to become what it has today and what it will become in the near future." Jon said, "Yes it is just a collar with words on it, but it means so much to be able to PREVENT the unknown from happening just by wearing a simple collar."

If I'd ordered the orange NO DOGS harness for Unit sooner, perhaps it would have saved a dog from becoming injured and would have saved us $300 in vet bills too!

For more information about FriendlyDogCollars and how you can purchase a product for your dog visit http://www.friendlydogcollars.co.uk