The story goes like this. A UAE-based family rescued a scared little pup called Ray when he was barely four months old. During his first week at home, Ray’s humans took him for a beach day out in Ras Al Khaimah. That was Ray’s first beach experience, and he totally loved it. We’ve proof! His messy sand covered look 😉 But getting rid of all that sand was so difficult that it made hoomom Kimberlee quite cranky. And that was a light bulb moment for Ray’s seven-year-old hooman sibling as she came up with the idea of making light weight, super absorbent towels for dogs. On returning home, the little girl created a few designs on paper and showed them to her mother. That was the ‘Flwoof’ moment! And here’s your chance to meet the pawpreneurs behind Flwoof – Willow Bee Cheah and her doggo partner Ray the Yorkie.
Read more Pawpreneur stories here
In a recent chat with PawzNRead, Willow and Kimberlee shared the Flwoof story, a brand that they launched two weeks ago.
Are doggos and their hoomans warming up to Flwoof?
Willow: I love seeing pictures of dogs in Flwoof towels. They look so happy and chilled. I can’t wait to go out and see one of our Dubai dogs with a Flwoof towel one day.
Please describe Flwoof is 100 words.
Kimberlee: Flwoof is all about creating fun, vibrant towels for pets. The ideas and designs are all created by Willow. She often comes up with big ideas and Flwoof has enabled her to express them. Willow is also very passionate about animals, ever keen to help those in need. That’s why we plan to use Flwoof as a platform to raise awareness about animal welfare and support local animal rescue organisations.
Please tell us about your offerings.
Kimberlee: Our primary collection includes the Flwoof towels, designed specifically for animals. Flwoof towels are thin, light weight, super absorbent, made using a unique fabric that ensures sand falls right off as dogs are dried. Coming with a hanging loop the towels can be hung anywhere to dry off, making them great for beach and desert, hiking, camping, park play, bath time and more. Offering convenience, each towel comes with a matching, compact and easy-to-carry drawstring bag.
Have you started collaborating with animal welfare organisations?
Kimberlee: We support local rescue organisations through sponsorships and feel very proud to have already sponsored a full kennel at K9 Friends for a year, assisting in keeping rescued dogs in a healthy and clean environment. Willow has sponsored a dog for a year at K9 Friends called Butterscotch as she awaits her forever home. In addition, 10% of every Flwoof sale and 10% of our monthly profits go towards sponsorships at registered animal organisations within the UAE. By purchasing a Flwoof product, our customers are also helping to make a difference in an animal’s life. Every package we deliver includes information on how our customers have contributed towards a cause.
What are your future plans for Flwoof?
Kimberlee: Although it’s only been two weeks since we launched, we’ve received a lot of messages from the community showing appreciation for Flwoof and what we stand for. Some don’t even have a dog or a pet. This got us thinking and we decided to create towels for the whole family. Willow is spending her summer holidays working on designs to create a new kids towel collection. As long-term plans, we would love to use Flwoof to help UAE-based young entrepreneurs who are also passionate about animals. We would like to collaborate and promote their items/products on Flwoof.me.
One crazy thing that you’ll do for the love of dogs?
Willow: We would love to have a huge dog pool party or a paw-party with 100 dogs in our pool and they could all have Flwoof towels. That would be so crazy, fun and totally pawsome.