Today we’d like to introduce you to Emily Darby.
Hi Emily, please kick things off for us with an introduction to yourself and your story.
Toller started as something pretty simple, a shared love of dogs, and a feeling that the products we were using every day just weren’t quite hitting the mark.
We’re a mother and daughter duo, alongside a close family friend we’ve known for over 30 years, and between us we’ve always had dogs at the centre of our lives. Much of what we create is inspired by life with our own Toller, River, and the Nova Scotia Duck Tolling Retriever breed in general. Originally based in Squamish, BC, our days were shaped by the outdoors (long hikes, coastal trails, and everyday adventures with our dogs). It was there that we became increasingly particular about the gear we used.
Over time, that turned into a bit of an obsession with finding products that were not only functional and durable, but actually looked good and felt considered. When we couldn’t quite find that balance, we decided to create it ourselves.
Now based in Qualicum Beach on Vancouver Island, we design products we genuinely want to use with our own dogs (pieces that can keep up with real life, while still feeling like an extension of your home and personal style).
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all… And honestly, we wouldn’t expect it to be.
There’s been a lot of iteration behind the scenes before even getting to launch. We were particularly focused on getting the fit right for the Toller breed, which meant multiple rounds of sampling, testing, and refining to ensure our measurements were spot on.
On top of that, we’ve navigated the usual challenges that come with building a product-based business (material delays, quality control issues, and the ongoing balancing act of finding the right suppliers who meet our standards).
More recently, the introduction of tariffs for our US customers has also been a significant hurdle. As a small Canadian business, that’s had a real impact, both operationally and in how we think about growth and accessibility for our community. Paired with ongoing Canada Post strikes there have been a few headaches!
That said, each of these challenges has shaped the brand in a positive way. It’s forced us to be more considered, more resilient, and ultimately more committed to creating products that are truly worth it.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
A big part of what sets us apart is the hands-on experience behind the brand. Dianne comes from a background as a seamstress, and still makes all of our bandanas to order. That level of craftsmanship and attention to detail carries through everything we do.
Those skills have also been incredibly valuable in the development of our harnesses; from understanding how materials behave, to refining fit, construction, and durability. It means we’re not just designing products visually, but technically as well, with a deep understanding of how they’re actually made and used.
What we’re most proud of is that nothing feels mass-produced or rushed. Every product has been iterated on, tested, and improved with real dogs, in real environments, and that shows in both the quality and the fit.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
The pet accessory industry is already booming, and we only see that continuing to accelerate as more people choose to bring dogs into their lives and treat them as true members of the family.
With that shift, there’s a clear move away from purely functional products toward more considered, design-led pieces (accessories that reflect an owner’s personal style while still delivering on quality and performance).
We also expect to see continued growth in premiumization, with customers placing more value on durability, fit, and materials, rather than fast, disposable products. Alongside that, sustainability will play a much bigger role, with more conscious decisions around sourcing, production, and packaging becoming the norm rather than the exception.
At the same time, I hypothesize that the market will continue to become more competitive, which will push brands to be more thoughtful, more transparent, and more intentional in how they design and communicate their products.
Overall, it’s an exciting space to be in. The expectations are rising, but so is the opportunity to create products that genuinely add value to everyday life with your dog!
Contact Info:
- Website: https://tollerbrand.com/
- Instagram: https://www.instagram.com/tollerbrand/
- Facebook: https://www.facebook.com/tollerbrand
- Other: https://www.tiktok.com/@tollerbrand
