YOU +
DOGS
Because you are
stronger together.
with Vala & Floki
This is Nicole’s story.
Journeying from the serene green pastures of Northern Ireland to the southern reaches of the Earth for what was a short term stay, Nicole is now embracing her new life here in Australia pursuing her dreams, personal aspirations and even starting her very own small business in the dog treat industry alongside her two cherished dogs, Vala and Floki.
Having moved to Australia at the end of 2019, the looming shadow of the COVID lockdown felt like an impending storm, almost as if it were there to welcome her arrival.
But a silver lining appeared in 2021, when—after lockdowns began to ease in Melbourne’s CBD—Vala, a spirited Kelpie with toys and attitude, came into her life. From the moment she met the tiny sass queen, she knew this was the puppy she wanted to share her life with.
Nicole described Vala as a mirror—deeply sensitive to her moods and able to read her emotions like an open book.
“Vala is like a mini me. Maybe it’s a girl thing ahah!” - Nicole
Vala was the reason she and her partner started each day. The responsibility of raising her became the motivation they needed after the toll social isolation took on them during the pandemic. It was the kind of motivation many of us needed—and found—as we moved forward.
“I saw this little ginger ball of fluff and said: Yep. That’s my boy.”
- Nicole
Floki, a Cattle Dog, was discovered on Pet Rescue’s website a year later, when Nic felt ready to welcome a second dog into her life.
Though she had originally set out to find another Kelpie, one look at Floki’s profile was all it took to change her mind. Not much is known about his background, but it was noted that he came from a working dog breeder and had been surrendered by his previous owner at just 14 weeks old—for being too boisterous.
While Vala was a little unsure at first about the whirlwind of energy that was Floki—Hurricane Gingerpuff—it didn’t take long for them to become fast friends. At their first meet and greet, the two were off zooming around and playing like they’d known each other forever. In that moment, Nic knew. Floki wasn’t just another dog—he was the perfect cheeky little brother for her sweet girl, and the missing piece of their growing family.
Nicole has always felt that Vala was her heart dog—the one who brought her peace, grounding, and quiet comfort. Vala's thoughtful, observant nature mirrored Nicole’s own steady, detail-oriented personality. Their bond was effortless, like they were always meant to move through life side by side. Floki, on the other hand, was a completely different story.
Where Vala was calm and calculated, Floki was chaos wrapped in fur—a whirlwind of motion, noise, and unpredictability. And while Nicole loved him, building a connection with him in those early months was hard. Really hard. There were moments where it all felt too much, when she questioned whether she could give him what he needed.
But over time, something shifted.
Nicole started learning how to meet him where he was. He would always be who he is—sensitive, intense, high-drive—and instead of fighting that, she learned to listen. To adjust. To grow with him.
Looking back, Nicole believes Floki has taught her more than she ever expected. His challenges pushed her to become a more patient, compassionate, and flexible dog handler. She began to see dogs not just through the lens of obedience or behaviour, but as individuals—with emotions, needs, and boundaries of their own. Because of Floki, she learned to advocate fiercely—for her dogs, and, in turn, for herself.
And without the lessons he’s taught her, she knows she wouldn’t be the same person—or have had the skills or resilience to care for the foster dogs she’s welcomed into her home since. Floki may not be the easiest dog. But he was the teacher she didn’t know she needed.
What made you create a dog treat business and how have your dogs influenced the decisions you have made both personally and professionally?
“It was really hard to find good dog treats that had clean ingredients, were Aussie made with no filters and shitty preservatives on the market locally.”
- Nicole
Nicole has long embraced a zero-waste lifestyle, doing her best to live as sustainably and consciously as possible. So when it came to raising dogs, it was only natural that her values would shape the choices she made.
From the beginning, she was intentional—seeking out ways to reduce waste and minimize the environmental impact that often comes with pet ownership. She wanted to show that sustainable pet care wasn’t just possible—it could be practical, thoughtful, and inspiring.
As she continued to learn more about the pet industry, Nicole became increasingly aware of just how wasteful and unsustainable it could be. And she didn’t want to be part of that problem.
Instead, Nicole committed to being part of the solution. By making informed, conscious choices and leading by example, she hopes to encourage other pet owners—and even pet businesses—to reconsider how they consume, and to see sustainability not as a sacrifice, but as a responsibility.
Thus Hell Hounds Treats was born.
Nicole has always had a keen interest in canine nutrition, and she’s currently pursuing a formal certification to deepen her knowledge. For her, education is a non-negotiable—especially as the owner of a pet treat business. She believes that understanding nutrition at a deeper level is essential not only to improve the quality of her products, but also to offer meaningful support to her clients and fellow pet owners.
Her business, Hell Hound Treats, was built on the idea that quality and sustainability can go hand-in-hand. Though sourcing clean, high-quality meat—especially through ethical and transparent channels—does come with its challenges.
Every product she makes uses by-products from the human-grade meat supply chain—ingredients that are often discarded despite their high nutritional value. Nicole sees this as a critical and often overlooked opportunity. Repurposing these for dogs isn’t just practical, it’s part of a bigger vision: reducing waste and promoting a more sustainable future in both the pet and food industries.
Examples of meat by-products:
Necks
Organs
Heads
Animal Frames
Hoofs/Legs
Ears
Tail
Beyond her passion for canine nutrition and sustainability, Nicole is deeply devoted to rescue work. From the very start of her business, she’s regularly donated large amounts of dog treats and supported various rescue organizations.
Despite initial well intended concerns initially about the overhead costs of giving back as a small business owner, Nicole knew rescue work was inseparable from who she is—and a natural extension of her business.
Every $2 from each order to a different rescue monthly.
Nicole began fostering in 2023 and cared for around 10 puppies over 18 months before relocating to NSW. Now, she volunteers at a shelter in Newcastle, dedicating one day each week with her partner to walk dogs and socialize puppies—giving them vital exposure and stimulation in a shelter environment.
She often brings her own treats to do little training sessions, helping build their confidence and skills. Fostering puppies will very soon be on the horizon again which she is very excited about.
“I usually bring treats and maybe try to do a little training session with them if they like me. It’s so much fun!” - Nicole
| How do you manage your busy life with two very different types of dogs?
Nicole agrees that handling two dogs is a big commitment and can be challenging to manage. One of the biggest things that has helped her, though, is dedicating plenty of individual time to each dog. Both Vala and Floki have their own activities with her.
While they live together and sometimes go on family walks, most of their training and sport activities happen separately—because their needs and personalities are so different. This approach helps Nicole give each dog exactly what they need to thrive.
Dog sports are a big part of Nicole’s life with her two companions. Vala participates in herding and dock diving, while Floki competes in superwall and has recently started agility foundations. Both also enjoy scent work and man trailing classes, alongside regular running and biking sessions several times a week.
When she’s not chasing small business goals, diving into dog nutrition, or spending time with her beloved pups, Nicole works as an Events Marketing Manager. Originally based in Melbourne, she’s been able to continue working remotely since relocating to NSW. Nicole oversees event planning from start to finish and also offers marketing support, website design, and manages social media and admin tasks.
As a naturally busy person, Nicole admits that fitting everything into her life can sometimes be a challenge—and that she and her partner have to make sacrifices to keep it all working. But no matter what, the dogs have always been her top priority. Every day, she makes sure their needs come first—whether it’s a walk, a run, or some playtime—before she starts work.
During a typical workday, Nicole often uses her lunch break for quick, one-on-one training sessions with each dog. Evenings usually revolve around their activities—whether it’s man trailing or agility classes—making sure her pups stay engaged and happy.
“When something is your priority, it doesn't feel like work or a struggle to do. It’s just what our daily lives are.”
- Nicole
| How do you deal with burnouts?
“I don’t know sometimes” - Nicole
Nic says that if you ever catch her lying on the couch doing absolutely nothing, she’s either sick or having a scheduled anxiety day—pretty relatable, right?
She’s someone who thrives on being busy and often gets burnt out before she even realises it. Taking breaks hasn’t been her strong suit, but this year she’s made it a personal goal to improve. To help with that, Nicole has started a nightly decompression routine—reading for at least an hour without any distractions. So far, she says it’s made a real difference, and she’s genuinely enjoying the change.
Apart from her nightly commitment to books, she takes Sundays off from work as a small business owner. It’s easy to overwork constantly as a small business owner and Nicole felt that having a dedicated day to focus on other parts of her life has become really important to her. Despite challenges, Nicole plans to reopen Hell Hound Treats this year. She’s focused on expanding the treat range, updating packaging, and making overall improvements to the business. As a small business owner, she knows there will be plenty of trial and error—both with product supply and packaging—to get everything just right, but she’s ready for the journey ahead.
One of Nicole’s biggest dreams for Hell Hound Treats is to host an in-person fundraiser for a dog rescue. It’s been on her bucket list for a long time, and to do it in a way that’s sustainable and meaningful for her young business and to own values.
| Any advice for those wanting to step out of their comfort zone and pursue a business revolving around their love for dogs?
Nicole admits she hesitated and doubted herself at the start. But looking back, she realizes she simply needed to care less about the “what ifs” and just go for it. Her own excuses had been the biggest barrier between her and the dream business—and the life she truly wanted.
She knows it might not be the advice everyone wants to hear, but if someone had pushed her to just take that leap when she first dreamed of starting a clean dog treat business, she’d be loving what she does today much sooner.
Her advice? It doesn’t matter what job you have or how busy you are—if you have even just one hour, use it to start building the life you want. Don’t waste time just thinking about it.
Nicole also believes that the key to any small business thriving is having a strong community—a group of people who support each other’s wins and progress.
By stepping out of her comfort zone and joining a community she’s passionate about, she found a deeper connection to what truly matters. She says it’s one of the best decisions she’s made—not just for her business, but for her personal life and the growth of her relationship with her dogs.
“JUST GO FOR IT” - Nicole
Author’s Thoughts,
There’s so much to reflect on after reading Nicole’s story—from managing a multi-dog household to facing the unexpected challenges of dog ownership that push us to grow and improve. Her journey shows how the merging of lifestyle needs—hers and her dogs’—creates a middle ground where everyone feels fulfilled.
As someone who also moved to Australia, I find myself reflecting on my own path here, alongside the challenges we face as small business owners. Nicole’s love for her dogs and her passions serve as a heartfelt reminder to appreciate our own chapters with our beloved companions—embracing them as they are.
Sometimes, that means stepping away from the familiar comforts we cling to, in order to realign with what truly matters in our dog ownership journey.
This message is especially important for all the busy people out there, striving toward their goals yet facing the toughest parts of their journey—or teetering on the edge of burnout. There will be times when putting yourself first and taking a step back isn’t selfish—it’s an act of kindness, both for yourself and for the dogs who depend on you.
I’m thrilled to share some exciting, long-awaited news: Hell Hound Treats will officially re-open on 1st September 2025! You’ll soon be able to restock on your favourite all-natural, no-filter chews and dog treats—made with even better quality and a wider variety than before.
Nicole has been working hard behind the scenes to improve every aspect of the business, and you can catch all the behind-the-scenes action and updates on her Instagram page @hell.hound.treats.
Stay tuned—big things are coming!
And for those that wants first dibs..
Don’t miss out—join her Blacklist Channel on Instagram for the latest updates and get EARLY ACCESS to the treatery on 29th August 2025 at 6pm (AEST)!
| This interview was conducted in February 2025.
