Our story

We are a family run business with over twelve 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 now decided to relaunch our online boutique Pawfection - specialising in pet bling i.e.  bling collars, necklaces and tags etc together with beautiful pet bowls and healthy, nutritional, organic pet treats.

We will also be offering a bespoke personal shopping experience for those owners who would like us to shop for them.

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

Kind regards

Linda Brown

Pawfection London