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Our story

We are a family run business with over fifteen years experience in the luxury pet accessory sector. Our home has always had the joy of dogs and cats within it and our love for our pets both past and present is eternal.

We started our first pet boutique online in 2007 originally known as Pride and Joy Dog Couture, then changed to Pride and Joy Pets. We supplied our customers with the best quality products at affordable prices and sourced new and innovative pet items from around the world.


After receiving customer feedback, we have decided to relaunch our online boutique Pawfection London - we have a special selection of pet bling i.e.  Swarovski collars, necklaces and tags etc together with stylish pet bowls and healthy, nutritional, organic pet treats, fun quality toysupcycled harnesses and pet tees plus other great products for your pet.

We  also offer a bespoke personal shopping experience for those owners who would like us to shop for them or we will search globally for a requested item.

We hope  you enjoy your visit to our store and purchasing those special gifts for your pet. 

With love

Pawfection London

Pet Styling with Love

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