While Groomers Pro is managed by one brother (Marco), Eye Envy is managed by the other (Marcelo). Eye Envy is a line of natural and non-irritating pet care products for the removal of tear stains. (Yes, some dogs and cats get tear stains, who knew?) Emily likes to think of Eye Envy as her baby, though in reality, it was more like a teenager she took under her wing. In 2017 it was still an adolescent waiting to bloom into the beautiful brand it has become today.

First off was the revamp of the website - moving away from ‘mom and pop’ and poor quality pictures - then a rebrand, with a fresh clean look. This included a refined logo, new fonts, followed by redesigned labels for all products, and also the packaging of three products for the international market. Photography is an integral part of the brand, (who doesn’t love beautiful imagery of dogs and cats) and Emily created the strapline “Tough on Tear Stains, Kind to Pets”.

Eye Envy is now living the marketing dream - “targetting”, by product, pet, and consumer behavior and this is just the beginning. Eye Envy has taken its popularity in the now declining “Show Ring” and transferred it to today’s arena - Instagram, where everyone and their dog is on show. Eye Envy’s competitive advantage is in the cat world, so Emily has directed focus there. She also created the 3-Step Kit for both dogs and cats, an easy-to-understand and how-to product that reduces consumer confusion but increases the number of items sold. Emily also created an instruction booklet, is working with an agency to increase its Amazon presence, and has implemented a successful email marketing strategy - for both flow emails (that are triggered on consumer behavior) and campaigns, including V.I.P. (Very Important Pet) Week.

Gosh, this baby is growing up, but it’s not getting old yet!