Most founders don’t lack ideas — they lack a way to turn those ideas into momentum. Amy Stone, co-founder of GURU Pet Co., is proof that when you build on experience and mission, even the most competitive industries have room for growth.

Amy recently joined us on the From Grit to Growth podcast to share her journey. Here’s how she went from inventing toys for other companies to building a pet brand of her own — and what every DTC founder can learn from her story.

From Inventor to Founder

Before launching GURU, Amy and her husband JJ built a career in product innovation. Through their company Gravity Product Development (GPD), they created toys for top pet brands, learning the ins and outs of design, durability, and manufacturing.

That deep experience gave them a front-row seat to what worked — and what didn’t. They saw a gap in the market: most toys distracted dogs but didn’t engage their natural instincts.

Instead of filling shelves with “more of the same,” they set out to build something different.

Launching GURU Pet Co.

In 2022, Amy and JJ founded GURU Pet Co. out of Golden, Colorado. Their mission was simple: design toys that challenge the mind, honor the instinct, and inspire the spirit.

A year later, they introduced GURU at SuperZoo 2023, debuting four innovative product lines. The response was clear — the market was ready for toys that went beyond entertainment to enrichment.

Eventually, the company relocated to Charleston, South Carolina, reflecting both a personal move and a vision for growth rooted in community.

Scaling With Purpose

Like most DTC brands, the path wasn’t just about launching — it was about scaling.

One of GURU’s smartest moves was expanding through Pet Palette Distribution in 2024, giving them access to more retail doors and operational muscle. Partnerships like these help founders extend reach without stretching resources too thin.

Through it all, Amy has stayed anchored in the mission: purposeful play that strengthens the bond between dogs and their families.

Lessons for Founders

• Expertise compounds. Years of developing products for others gave Amy the credibility and know-how to launch strong.
  
• Mission is a moat. When your brand is built on purpose, it stands out in crowded categories.
  
• Partnerships create leverage. Strategic distribution deals accelerate growth more reliably than hustle alone.

Stay in the Loop

Amy’s full conversation with us on From Grit to Growth is coming soon.👉 Subscribe to The Dundee Edit to be notified the moment Amy’s episode goes live — plus get our latest tools and founder spotlights in your inbox each month.