Accessories, Design, Retail


Bettina Frohn gathers carefully crafted labours of love in her online shop, Make Them Roar.



Bettina Frohn likes to cheer for the underdog. Her shop, Make Them Roar, unites “aesthetically pleasing and highly functional pet products under one virtual roof” to give independent makers a larger platform from which to share their carefully crafted labours of love. It also services the animals themselves: “I now see it as our rallying cry to inspire pet lovers to nurture the bond with their pets and build them a rich environment—from the pet’s point of view.” This means part of Frohn’s sourcing lies in how the design benefits our furry friends, like wall furniture for high altitude-seeking cats and cozy beds for pups who prefer to stay near and dear.

The other part of her vetting process speaks to her own selective nature. Having been raised by parents with a clothing factory in Northern Germany and coupled with her background in creative branding and advertising, Frohn is a self-dubbed picky shopper. She tells us, “How things are made and designed and the materials that are used has always been very important to me. I will take my time finding that perfect piece of fashion, furniture or even tech.” From fisherman dog raincoats made in Spain to non-slip concrete bowls, it’s clear she’s applied the same discerning approach with the pet products at Make Them Roar.



A heartfelt thank you to all the photographers, artists, illustrators, and writers who trusted us, dived in, and brought us delight, grace, excitement, courage, wilderness, and wonder over the last five years. Their work not only reflects the bonds we share with our animal companions, it also celebrates their spirit.

None of this would be possible without our four-legged counterparts who sprinkle magic dust time and time again, and our readers, who embraced this kooky idea, rallied around us, and made this world theirs too. With friends like these, who needs nine lives?

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