D.I.G. Founders:Jon Kurtz, Gila Kurtz
ABOUT DOG IS GOOD
Dog is Good is a Dog Lifestyle company creating and marketing gifts and apparel for dog lovers. The company, located in Los Alamitos, CA (Orange County approx 30 miles south of L.A.) sells wholesale and retail, and licenses the brand to numerous manufacturers in the pet, gift and home product industries. Primarily still an apparel company, Dog is Good is quickly becoming well-known in the gift and pet markets. They have also developed a reputation for generously giving back to animal welfare organizations.
The company’s success lies in its ability to deliver a simple message in a way that resonates with dog lovers. With clever and poignant sentiments, they remind us all how great it feels to be with Dog.
DOG IS GOOD MISSIONDeliver Dogvergnügen (The joy you feel in the presence of Dog).
DOG IS GOOD GUIDING PRINCIPLES
 100% Customer-focused: We Listen – We Respond- Clever, Unique and Creative
- Highly Ethical
- Socially Responsible and Philanthropic
- Conscientious – We’re On it!
- Accountable
THE IDEAJon and Gila Kurtz always knew their future involved running their own business. While living in Washington state (circa 2005), Jon, an active duty US Navy Captain and Gila, a professional dog trainer, saw a void in the marketplace and subsequently, an opportunity.
Gila had long-complained about the lack of clothing which both expressed her love of dog and was actually fashionable. Jon could have cared less about women’s clothing, but he saw a chance to inject his brand of humor into what he classified as his new favorite oxymoron, a “really big niche.” In this case, a brand that celebrates the remarkable bond people have with their dogs, in a way to which they could really relate. Full of ideas and energy, the Kurtzes decided they could make a good run at it. Thinking of the myriad possibilities for irreverent humor and plays on words, Jon suggested changing “God is Good “to “Dog is Good.” They knew it was a winning idea.
J.Nichole Smith, a young pet photographer and designer was also living in the “booming metropolis” of Poulsbo, WA. Her photography caught Gila’s attention, and after they had referred clients back and forth, they got to know each other a little better. Gila and Jon shared their idea for “Dog is Good” with Nichole, who immediately saw the potential in the concept and was excited about helping to build the brand.
A short time later {September 2006}, the Navy moved the Kurtz family to Seal Beach, CA. After they got settled in sunny SoCal, Nichole created a simple “typewriter” Dog is Good logo and Jon and Gila created a few very simple hats and tees, which they sold at local events. The sentiment went over big time. Confidence grew. But they knew the words alone weren’t going to cut it – they needed a sensational logo to go with their sensational company name. |
