Northamptonshire-linked pet brand reaches UK Small Business Awards final

A pet wellbeing business with strong links to Northamptonshire has reached the final of The UK Small Business Awards 2026 in two categories.

Foxy & Ruby, founded by Rachael Byrne, has been shortlisted for Best Pet Business and Best Pet Product. Rachael is now based in Milton Keynes, but Northamptonshire played an important part in getting the business off the ground.

Before focusing on Foxy & Ruby, Rachael worked with West Northamptonshire Council. She later tested the business through a retail unit at Old Dairy Farm in Upper Stowe, giving her the opportunity to meet customers face to face and find out what they genuinely thought about the products and the idea behind the brand.

Rachael said: “Old Dairy Farm was a really important part of the journey for me. I could see what people picked up, hear the questions they asked and find out which products they came back for. Those conversations taught me a lot and helped me realise there was potential for Foxy & Ruby to grow beyond the shop.”

The idea for the business originally came from Rachael’s experience with her own rescue dog, Foxy, who was anxious, frightened and experiencing unexplained fits.

While looking for natural products she felt comfortable using around her dogs, Rachael began questioning some of the language commonly used on pet and household products.

She said: “I kept seeing words like ‘natural’, ‘calming’ and ‘pet-safe’, but I wanted to know what they actually meant. I didn’t want to use something around my own dogs simply because the label told me it was safe. I wanted to understand what was in it and how it should be used.”

An accidental reed diffuser spill at home prompted Rachael to think more carefully about the fragranced products used in environments shared with dogs. After seeing the liquid quickly damage a painted surface, she began looking more closely at what dogs can encounter in everyday life around the home.

She said: “It really made me think about things from a dog’s point of view. They live in the homes we create for them. They’re much closer to floors and surfaces than we are, and they don’t have any say in the products we bring into the house. That became a big part of the thinking behind Foxy & Ruby.”

Today, Foxy & Ruby creates dog-conscious aromatherapy, grooming and care products under the principle “Designed for life at dog level”.

The range includes aromatherapy melts, shampoo bars, Restore Balm, Soft Step Paw Wash, gift bags and Aroma Stone™ - Settled Edition.

Aroma Stone™ is the product shortlisted in the Best Pet Product category. Sold with a 10ml Settled blend, it is a portable environmental scent product created with travel and changes in routine in mind, including holidays, stays with pet sitters and time spent in unfamiliar places. It can be used without a wax burner, flame or plug-in.

Rachael has completed the Essential Oils for Children and Animals Diploma through the Centre of Excellence. Her studies have helped shape the way Foxy & Ruby approaches essential oils, ventilation, responsible use, allowing dogs choice and providing clear guidance to customers.

Restore Balm has also become a popular part of the range, with customers sharing photographs and feedback about their experience of using it on dry and sore-looking paws and skin.

The next stage for Foxy & Ruby includes attending more pet-focused events, continuing to grow online and introducing a memorial collection for people who have lost much-loved pets.

For Rachael, the memorial range is another reflection of the relationship between people and the animals who become part of their families.

She said: “Foxy & Ruby has always come back to the bond we have with our pets. When you lose an animal you love, you don’t just lose a pet. You lose a member of your family and all the little routines and moments that came with them.

“I want the memorial range to recognise that, but also to celebrate the happiness and memories they gave us.”

Foxy & Ruby has also begun attracting attention beyond events and its online community. Rachael has appeared on BBC Three Counties Radio, where she spoke about pet-safe homes and creating more considered environments for dogs.

For a business that only began trading in October 2025, reaching the final in both Best Pet Business and Best Pet Product is an important moment.

Rachael said: “I’m incredibly proud, especially because the business is still so young. Foxy & Ruby started because of my experience with my own dog, and it has grown from there one step at a time.

“To now be recognised nationally in two categories is a lovely moment, and it makes me even more excited about where we can take Foxy & Ruby next.”