Born from one dog’s simple needs, Ollie has grown into Izzy Concepcion’s pioneering vision for pet retail in the Philippines.
When Izzy Concepcion welcomed a golden retriever named Ollie into her life during the pandemic, she didn’t know she was setting off a chain of events that would change her career path—and redefine how many Filipinos think about their pets. What started as one small purchase for a beloved pup gradually unfolded into a brand built around design, quality, and the simple joy pets bring to everyday life.
Ollie, formerly known as Ollie Bowls, has become a touchstone in the Philippines for high-quality, customizable pet products. When its first flagship store opened in Bonifacio Global City just this August, one thing was clear: what began as a custom pet bowl brand has become something much bigger—a full-fledged pet lifestyle brand rooted in authenticity, creativity, and love.
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A Bowl That Started It All
For many, the pandemic was a period of pause; but for Izzy, it was also a period of possibility. While finishing her studies and helping with Smeg Philippines—her family’s business—she decided it was finally time to have a dog of her own. Golden retrievers had always been a fixture in the Concepcion household, but Ollie was the first she could truly call her own. In the small routines of feeding and play, Izzy began to notice the gaps in everyday pet essentials.
“Ollie was constantly pushing his bowl across the floor,” Izzy recalls with a laugh. “It made me realize that even something as simple as a dog bowl matters. Pets use it every single day. I wanted something that worked—it needed to be durable, stay in place, keep water cold in the tropics, and still feel special.”
When she couldn’t find a product that fit, she created her own: a double-wall stainless steel bowl with a silicone base that gripped the floor. More importantly, she made it customizable, offering names, engravings, and even illustrations. It became the first Ollie Bowl—and the foundation for her new venture.
She began selling the bowls online, reaching fellow pet parents who were also searching for something better. The response surprised her. People didn’t just buy the bowls; they loved them. They saw the attention to detail and the chance to celebrate their pets’ personalities, eagerly sharing the products all over social media. What began as a living-room side hustle quickly evolved into a community of devoted pet parents asking for more.
From Bowls To Brand
What makes Ollie different isn’t just its products, but the philosophy behind them. Izzy always believed pets deserve the same level of thought, care, and aesthetic sensibility that people give themselves.
She began expanding carefully, letting customer feedback and her own experience with Ollie guide the way. The Ollie Walkies line, for example, grew from her own frustration with uninspiring leashes. “I was never satisfied with the options available,” she says. “They didn’t feel special or stylish, so I created something functional and aesthetically pleasing.”
Toys came after Ollie ripped through every stuffed animal in sight, prompting her to bring in Australian brand FuzzYard for their durability. For tags, she discovered Italian maker MyFamily, bringing their craftsmanship and on-site engraving experience to the Philippine market.
Then came collaborations. Ollie Treats—a line of treats, chews, and supplements—launched in partnership with local brands like Treatos by Joey, Harley’s Home Kitchen, and Barkery on 10th. Bandanas were co-created with Club Thread, a Filipino and woman-founded label offering customizable styles that quickly became bestsellers.
Every product, big or small, reflects Izzy’s guiding principle: only the best for your pet. This not only means products that solve real problems—whether it’s bowls that stay cool in the heat or leashes that balance function with style—but also ones that bring joy. “It’s about those personal touches,” she says. “Even capturing the little dots on a dog’s nose in an engraving—those details matter because they mean something to pet parents.”
The Flagship In BGC
The online store had already built a loyal following, but Izzy wanted to take the experience further. On August 30, Ollie opened its first physical flagship in Bonifacio Global City, one of the most pet-friendly districts in the country.
“BGC just made sense,” Izzy explains. “Dogs are everywhere—in cafés, in parks, even at restaurants where they’re offered Ollie Bowls. It felt like the perfect home.”
The store is designed for both shopping and interaction. Customers can engrave tags on the spot, design bowls, and stitch patches onto bandanas. Izzy describes it as a “candy shop for pets”—a space where personalization is at the center, and where shopping becomes an experience rather than a transaction.
Lessons From Family
Izzy’s entrepreneurial instincts didn’t appear out of nowhere. Her parents, Karen and Ton Concepcion, founded Mondo Cucina Inc. in 2007, the exclusive distributor of SMEG in the Philippines. Growing up around a family business gave Izzy an early understanding of the excitement and discipline that comes with entrepreneurship.“Seeing how hard they worked, and how much love they poured into what they built, made me want to do the same,” she shares.
Her childhood ventures ranged from selling cupcakes to reselling Lip Smackers to friends and family—playful beginnings that taught her resourcefulness and sparked her curiosity about business. But the lesson that stuck the most was authenticity.
“For a long time I felt pressure to define my own path,” she reflects. “But I learned that branding only works when it’s rooted in something real. You can’t fake passion. People can tell.”
Today, Izzy balances her dual roles as full-time Business Development and Brand Marketing Lead at Smeg Philippines and founder of Ollie. It’s a lot to manage, but she credits her teams for making it possible. “I’m thankful for the people around me,” she says. “They keep me organized and make sure both businesses can thrive.”
A Growing Community
What excites Izzy most is not just the products, but the people who buy them. Ollie’s customer base is made up of “hoomoms” and “hoodads” who see their pets as family. They share tips on social media, swap stories, and even encourage each other into “budol” purchases.
“What surprises me is how much they love customization,” Izzy says. “It’s never just about putting a name on a bowl. It’s about choosing the colors, the patches, the exact engraving of their pet’s face. They remind me that Ollie isn’t just about products—it’s about creating a community where people can express their love for their pets.”
Looking Ahead
For Izzy, the BGC flagship is only the beginning. She sees Ollie expanding into new product categories and cities, eyeing international collaborations in pet-friendly markets like Thailand and Malaysia.
“Collaboration has always been part of our DNA,” she says. “We want to celebrate pet culture not just here, but across Asia.”
Her vision is simple but ambitious: for Ollie to be the go-to specialty brand for pet parents—one that reflects function and personality while grounding itself in authenticity and joy.
Photography by Kim Santos
