Get to Know: Diggs

I stumble on new pet products and companies all the time (I mean, of course), typically on instagram. I came across Diggs - a revolutionary new crate and was super interested to find out more. My own experience with crating hasn’t been great (we now just let both dogs roam free), so if someone’s changing it up, I want to know more! The Founder and CEO, Zel Crampton, of Diggs was gracious enough to answer my Qs.

Tell us a little bit about how Diggs got started?

Diggs was born out of my personal frustration with the existing, poorly made pet products I kept coming across when adopting my family’s dog, Louise, a Collie-Poodle mix.   

Every toy, crate, and accessory I found when looking for Louise lacked purpose, quality, thoughtfulness, and ingenuity. With an engineering degree, and after years exploring R&D and surveying the industry's retail landscape, I took it upon myself to create a DTC pet brand with the ethos that consumers deserve safer, better-designed pet products.

To pull this idea off, I partnered with a leading stroller manufacturer to parallel baby product safety standards for our first release, the Revol Dog Crate. I worked on a design that could fold and unfold using just one hand and layered in ergonomic doors and handles to accommodate the needs of persons with disabilities. We sourced only high-end materials to ensure the lightest, most durable model and added wheels for easy transport.

I came up with the name Diggs as I wanted a name that was one word, catchy, and easy to remember. The word “Diggs” can mean home - and our products are meant to evoke a sense of home and togetherness. Dogs also dig while playing, and the letters together make one think of the dog. 

The Revol was successfully funded on Kickstarter in 2018 and became available at retail in early 2019 - it has since sold out four times and accumulated over 600 five-star customer reviews!

I'd also like some more detail on the Groov Training Aid - how does it work, how does it differ from other training aids?

The Groov, one of our most recent product innovations, is a first-of-its-kind crate training aid that helps dogs love their crate. Groov works because it encourages licking, which has been found to have a calming effect on dogs. 

It is designed specifically to ease the process of crate training. Comprised of high-quality food-grade natural rubber, Groov attaches to almost any wire crate and helps create a positive association between the dog and its crate. 

The Groov enables you to slowly acclimate your pup to its crate by securing it in a successively deeper location as the crating process goes on to create a positive association with the crate (e.g. start by attaching it to the front door, as the pup gets more comfortable in its crate, move the Groov further back). Groov attaches and removes from the outside so it cannot be pulled into the crate by the dog. 

Like all of our products, Groov goes above and beyond current pet industry standards and meets the American Society for Testing and Materials (ASTM) guidelines for safety for children’s toys. 

Groov’s raised dot pattern helps to hold the spreadable treat of choice in place and last longer, encouraging licking and staying in the crate. It also comes with a freezer shell to allow dog owners to freeze their dog’s favorite spreadable treat for longer enjoyment and doubles as a ‘pupsicle’. 

Whether introducing your puppy to a crate for the first time, re-training an older dog, or simply giving your pup a frozen treat to enjoy on a warm day, Groov makes crating easier and more enjoyable for both you and your pup.

What's the best thing about running a company that caters to pet parents?

The best part about running Diggs is knowing that we are making a difference in the lives of both pets, and their humans. Also, it’s so fun getting to work with and think about pets day in and day out!

The intent of our brand is not just to create quality pet products; we also provide educational components designed to foster an understanding of dog containment safety. It is very fulfilling to be making real improvements to pet safety, while simultaneously giving pet parents the ability to connect more meaningfully with their pets.

On the tech side, the website for Diggs is so thorough! I love the resource section - do you have vets or trainers that you consult?

Yes - we work with trainers and industry professionals in the pet space to offer guidance both in product development, as well as crate training safety. A few examples of experts that we have recently partnered with are Annie at School for the Dogs, and Rachel Fusaro.

Any news for Diggs in the future, especially in light of COVID? 

Due to the ongoing COVID-19 pandemic, families and pet parents have been home spending more time with their pups than usual. This, coupled with the fact that there has been a tremendous surge in consumers shopping online, has increased demand across our entire line because people are realizing that their pets deserve better and safer products. Consumers also seem to be paying closer attention to the quality of their dogs’ products, and how they fit (both aesthetically and physically) within the home. 

Despite the challenges the pandemic presented to the pet industry, our product line became available at national retailers (including Petco and Chewy) for the first time in August of this year. Previously we primarily used a direct-to-consumer model. Our assortment is also now available on Amazon, as well! 

In addition to expanded retail availability, we recently introduced two new colors of the Revol dog crate, a new crate cover, and two new Snooz styles. The new colors of the crate (Ash & Charcoal), Snooz (Sand & Dark Grey) and crate cover are now available in sizes Small and Medium for preorder on our site. 

Looking even further into the future, our customers can expect to see a new Large Revol and Snooz, as well as additional dog accessories in 2021!

Small businesses need our help every day, but especially now during COVID-19. If you'd like to see your pet biz here or if you’d like to submit a business you love, holler at me via email. We would like to highlight small businesses committed to diversity or are women-led, who operate with kindness and transparency.