Why Fiona Vicary, founder of Free to Live, hopes to see her products in dog-friendly holiday accommodation, spas and retail outlets across the UK

1. In a nutshell, what does your company do and how did it start?

I founded Free to Live after getting a dog myself and stressing when he got sore paws during his first winter. I struggled to find any suitable products that were completely natural and skin kind, so I decided to make some myself. Using ingredients including coconut oil, shea butter and dog friendly essential oils, I created a soothing balm, which worked a treat.

I decided this could be a great business and have now extended the range to include coat sprays and a shampoo bar. All products are vegan, homemade and produced as sustainably as possible.

2. What's the most surprising thing about it?

Unlike large manufacturers of pet products, I use essential oils, rather than fragrance oils. A lot of products on the market are manufactured by white label companies, whereas I make all my products in my kitchen at home. This means I can make them in small batches and have control over the whole process.

My products are kind both to dogs and also the people using them.

3. What do you do in the business?

As I have only been running for a couple of years I do literally everything from manufacturing the goods to marketing and promoting them. Whilst I enjoy the scope of what I currently do, longer term I hope to build a bigger team.

It has certainly been a big learning curve from my previous career, but great that it is one I can do around supporting my children.

4. How did you end up here?

Previously I worked in IT as a business analyst, and then took a career break to support my two children. I still do some work in local government administration, but I want to build Free to Live to become my sole role.

5. If you weren't doing this, what would you be doing?

I love dogs, so would probably be running a dog spa for pampered pooches to come and have fun.

6. What motivates you?

Hearing how my products have benefitted other dogs too. There is nothing better than a customer messaging me to tell me the difference it has made to their dogs’ coat or paws.

It helps people strengthen their bond with their dogs when they spend quality pampering time together.

7. What one thing do you wish you had known when you started out in business?

The amount of both money and time that it takes to get a brand established. None of it happens overnight, it takes long hours and graft to make it work.

8. What excites you about business?

Talking to my customers and knowing the difference my products can make. One lady had terrible problems with her dog having itchy skin, and after changing to use my shampoo, she told me it made all the difference.

I love that I can help people and animals in this way.

9. What is your pet hate in business?

People giving you a negative review for something like the delivery of the goods, that is out of your control.

Also people ghosting you when you make approaches for sales. We are all people and just acknowledging someone doesn’t take a lot of time.

10. What advice would you give to people just starting their careers?

Find something you love doing and that you have the spark and drive to want to make it work.

Most entrepreneurs would say the same thing, but you can’t beat having a personal connection and love of what you are doing, as it makes you want to get up and do it every day.

11. Who in business do you most admire, and why?

Anyone who has started a company from scratch and made it work, because that takes a lot of dedication and hard work.

People don’t always appreciate the hours it takes to network and promote a new brand; they just see it on a shelf and don’t see the sweat and tears it took to get it there.

12. What moments of your career so far stand out?

Being brave enough to make the jump to being self-employed, because it is a big and sometimes scary change. Creating your own company and products though is so rewarding.

13. What sets your company apart from the competition?

The small batch production and the personal touch. I am focusing on the ecological angle whereby sustainability is at the forefront.

14. What is the most difficult challenge your company has faced? And what challenges are you experiencing at the moment?

Building momentum, while also juggling family life and everything that comes with it. Something most parents can probably relate to!

15. Have you got a five-year plan for the company?

Yes, I would love to look forward in five years and see my products across the UK and in dog friendly holiday accommodation, dog spas and retail outlets.

They are ideal for holidays where dogs have been out and about getting mucky, so perfect to either take with you or have in the accommodation.

16. Why is it good to do business in Yorkshire?

Yorkshire is brilliant and has a lot of funding opportunities and support for small businesses, especially for start-ups. It is also such a wonderful and friendly place to be, with supportive networks and events to promote your business at.

I have recently done a work life blend course with women from across the region and really enjoyed it. It also has amazing countryside for walking dogs and days out, so a perfect place to launch a pet friendly product company.

Factfile

Name: Fiona Vicary.

Birthplace: London.

Job title: Founder.

Company name: Free to Live.

Company address: York.

Website address: https://freetolive.co.uk/

Company founded: 2022.

Turnover: N/A.

Number of staff: One.