A Gloucestershire dog owner has turned her passion for her pooch into a successful business.

The Neutral Dog Company was started with the support of a Start Up Loan from the British Business Bank.

Buddy the 'Jug' - a pug/ Jack Russell terrier cross inspired Nomi Nellen to start her company.

Nomi, 25, launched The Neutral Dog Company in 2021. It sells a range of pet accessories, including step-in harnesses, with matching items for owners.

Buddy, now aged four, doesn't like over-the-head harnesses, so Nomi began to develop a more user-friendly option for her beloved pooch.

But she didn't stop there. She started to make accessories for herself, so she could match with her faithful friend.

The designs soon became popular with other dog owners and Nomi started selling harnesses and other accessories online, slowly expanding into making more matching items, like bows and scrunchies.

Last year, Nomi applied for a £5,000 Start Up Loan from British Business Bank partner BizBritain, to increase The Neutral Dog Company's range to allow her to trade at dog shows and events across the country.

Nomi Nellen, who lives in Cheltenham, said: "The money was exactly the boost that I needed. It's given me the upfront investment that I needed and inspired me to do more events."

Nomi applied for the Start Up Loan after a stint as a stallholder at the prestigious Crufts dog show.

She continued: "Up until then, I hadn't really done any events and it was a real turning point. I realised I needed to expand my sizes and pattern range. I also knew I needed to do more events and invested in a gazebo, as well as more stock.

"I used the loan to be able to afford to manufacture more sizes and different products, like leads and collars."

Having the financial backing in place meant Nomi has taken the lead and grown her business to a point where she can see it becoming a full-time occupation.

She currently combines running The Neutral Dog Company with her day job working at the head office of a clothing firm in Cheltenham. It often means coming home from a 9 to 5 shift and then spending her evenings sorting stock and orders.

Nomi said: "I absolutely love what I'm doing and I'm learning so much along the way. To see The Neutral Dog Company start from something so small and get bigger each year has been so exciting.

"I wouldn't have been in a position to expand at the time I did without the Start Up Loan and BizBritain's support. It's scary and stressful, of course it is, but you're taking the next step. I want to build a life for myself doing something I'm passionate about and this has helped me."

Buddy has now been joined by a cavapoo called Rosie, aged one. Together, they make a glamorous modelling team, showcasing The Neutral Dog Company's 'dog walkwear' and matching accessories.