Discover how to grow your brand with Arianne Sackville of Bell & Bone
Bell & Bone is an Australian business success story with products selling around the world.
But the woman behind the brand – founder Arianne Sackville – says she is just “a passionate dog mum, hoping to make a big change for all pets and their humans”.
Some might think that Arianne was barking mad to leave her secure, corporate job to independently launch her own company in 2018.
Today, however, the company sells a range of products for dogs and cats online – and in over 700 stores across Australia, as well as outlets in Hong Kong, Singapore and New Zealand.
“I started my career as a Sales Graduate in one of the best graduate programs for FMCG in the country, Kraft Foods/Mondelez International,” said Arianne.
Breaking the rules
“I learnt that I loved selling products I believe in, but corporate just wasn’t for me. I wanted to break rules, be different, change the world. I am doing all of that daily at Bell & Bone.”
Of course, it’s one thing to have a great idea for a business; it’s quite another to fund, launch and sustain that business!
“The most important thing you can do in your business is understand your numbers,” Arianne said.
“A lot of product innovators and entrepreneurs struggle with this, but it is the most important discipline you can have as an owner; you’re running blind otherwise.”
To raise the necessary funds, Arianne says she “worked many jobs and saved up all my money. I was and still am, very savvy with how I spend.
Solving a real problem
“The beginning was hard – but business is always hard, right? It’s a lot of push, a lot less pull. But I knew I was solving a real problem that no one else was.
“I have never to this day, stepped away from the brand’s mission to give pets a better life. That is my motivation every single day and has only become stronger from the support of the wonderful Bell & Bone community we have built.
“Bell & Bone is everything it is today because of our community of passionate, loving pet parents.”
As all successful businesspeople know, creating amazing products is only the beginning.
“When you have a product that people return for quickly – i.e. a consumable – the early days are all about getting it into as many people’s hands as possible and educating them on why they need to return quickly,” said Arianne.
Focus on lifetime value
“Focus on the lifetime value of each customer and ensure they have a great experience with your brand.
“If your products give shoppers results and they believe in your ‘why’, it’s your responsibility as the business owner to be visible and encourage as much strategic trialling as you can.”
Bell & Bone launched at the end of 2018 with a range of dog treats that were natural, human grade, and infused with healthy superfoods for joints, skin and coat, and digestive health.
“Innovative and ahead of their time, I developed these in response to multiple product recalls in the pet food category, causing pets to be sick, due to low quality food sitting on our supermarket shelves.
“Owners had lost faith in everyday petfood brands, looking for human-grade alternatives – which is exactly what Bell & Bone created. There was a clearly defined gap in the market for a brand that people could love, connect to, and trust for their beautiful pets.”
Creating a national brand
Creating amazing products and identifying your market is huge! But an even greater challenge, perhaps, is creating a national brand from scratch!
“Bell & Bone solves a real problem that no one in our industry is getting close to doing – helping owners prevent dental disease for their pets,” Arianne said.
“Dental disease is the most common health concern faced by our pets. With 80% of dogs and 70% of cats affected, there was a demand for a healthier, more effective solution.
“We are different to our competition, and this is how we’ve scaled. We are transparent, authentic, and real. We connect strongly with our community and create wonderful products that work.
“Besides that, I focus heavily on our strategic partnerships – whether it be with our retailers or influencers in our community. By this I mean dog trainers, puppy schools, breeders et cetera, not necessarily Tik Tok creators who so happen to have a dog!
Influential advocates
“When you have a great product that solves a real problem, that is unlike your competition, scaling a brand is all about building a community of influential advocates, and the rest will come.”
Arianne launched her dental care range in 2020.
“Our Dental Sticks launched into the Australian market just as the first Melbourne COVID lockdown took place. What I imagined to be the end of my very small business at the time, couldn’t have been further from reality!
“People slowed down, stayed home, took better care of their pets and themselves and prioritised wellness. Owners noticed things about their pets that they never had before – the first one being bad breath, an early sign of dental disease.”
The timing turned out to be perfect, with Bell & Bone becoming known for its healthy, natural, and effective dental care, helping dogs and cats live better, longer lives.
For Arianne, this was the perfect scenario, with her biggest inspiration being her love of animals.
“I’ve had pets all my life, they have brought me so much joy. In owning Louie, my first dog outside of my family home, I took on the responsibility of giving him the best life I could.
Shocking realisation
“In my research of what to feed him, it was clear that daily dental care was a must, but going into stores and seeing what was available was shocking to say the least. Products with hardly any active ingredients, wheat-based (bad for dogs), full of sugar (bad for teeth!!), highly processed and definitely not in line with my values when it came to Louie’s health. I knew I needed to be the difference I wanted to see.
“Bell & Bone is my journey as a passionate dog mum, hoping to make a big change for all pets and their humans. With science-backed, natural, and healthy products that actually work, we are making a really big difference.
“Daily dental care can increase a pet’s life by up to 30%. The impact we are making is much bigger than just dental health. We are changing the relationship owners have with their pets.”
Just because Bell & Bone has become a major Australian success story, which doesn’t mean it hasn’t been hard work. Arianne doesn’t just own the business – she runs it and lives it every day.
And she does this whilst juggling family life with the support of her husband Gene, who has always supported Arianne’s mission, and two children, Harley (4) and Asher (2). Becoming a Mum hasn’t slowed down Arianne’s commitment to the business, she suggests that she’s “just become a lot better at multitasking and prioritising what is important – family, work, health, happiness”
Getting the word out
“It’s about staying focused on getting the word or the product out, getting noticed and inspiring a different emotion for people that your competition can’t match,” she said.
“I go into stores that sell our brand and speak to staff. I meet our community at events and dog parks, and I work closely with influential charity organisations.
“I talk to vets, and our influencers come to our office to say ‘Hi’, because they are our tribe. All of these conversations are free (marketing) and are the most impactful of all.”
One thing’s for sure – there’s no stopping Arianne! She is living proof that passion, hard work and belief in your products is what makes a business successful.
So, what’s next?
“We’ll be diving further into alternate dental care solutions for dogs and cats – we are the experts, after all! Stay tuned for a very exciting 2026 and beyond.”
Discover more about Bell & Bone by visiting www.bellandbone.com.au
Arianne’s Advice for New Start Ups
- Solve a real problem – and be genuinely different to your competition
- Make consistent noise and build your community – they are your everything
- Obsess over what you’re doing – and give others a reason to obsess with you
Small budget? No problem! Go back to basics
- Talk to people – build genuine connections
- Meet decision makers face-to-face
- Give people a reason to believe beyond a 30 second Meta ad, with an 8-12 second hook!
Get those things right, and there is no amount of funding or legacy that will save your stale competition. It’s just a matter of time!