We've been reporting about how more and more families are adopting dogs during the pandemic, and it turns out, many dog owners are also spoiling their pups more than they ever have.

MADISON, Wis. – We’ve been reporting about how more and more families are adopting dogs during the pandemic, and it turns out, many dog owners are also spoiling their pups more than they ever have.

That’s part of why Grace Wang started “Petphoria.” Well, that and her puppy, Beni, who helped inspire her!

Wang says Petphoria is a brand that focuses on luxury dog treats with a “furpose.” Wang launched Petphoria in December 2020 after raising more than $3,500 through Kickstarter. The company was also recently featured on Project Pitch It in Wisconsin and won the grand prize of $10,000.

“This is just an idea that I rolled with, but just getting the support from the community, especially everybody here in Madison, it’s been insane,” Wang said. “People reaching out telling me how inspired they are.”

Grace says she’s proud to be Madison-based and also an Asian-American and women-owned local business. She wants to work with Madison-area dog boutiques and then expand outside the city. Her goal is to be available in shops around the U.S. in the next five years.

Wang launched Petphoria in December 2020 after raising more than $3,500 through Kickstarter. The company was also recently featured on Project Pitch It in Wisconsin and won the grand prize of $10,000.

Petphoria is also helping provide jobs to people living with disabilities in Wisconsin. Wang outsources the production of her treats to a Milwaukee nonprofit that employs adults with disabilities.

“You know being an AAPI member, women-owned, a small business supporting other small businesses, has just been a real dream come true for me,” Wang added.

Wang’s homemade, organic treats come in four different flavors. She says the containers are cute enough to keep even after the treats are gone. She’s also creating more of a lifestyle brand that includes dog toys and apparel for the humans.

Wang tells News 3 Now she hopes to open a pop-up store in Madison soon. She’s also doing a special 15% off sale for those watching her story “in the 608.” That sale runs through the weekend. Click here to learn more.

Anchor

Josh Spreiter is an anchor for News 3 Now This Morning. If you have a person or place you'd like to see featured on In the 608, send an e-mail to inthe608@wisctv.com. Hometown: Litchfield, MN High School: Litchfield High School College: Southwest Minnesota State University Other Journalism Experience: WOWT, KSNB, WEAU, WCCO, KLFD Started at News 3 Now on: June 2018 What is your favorite part about living in Madison? I love its diversity. The people are so accepting. There is also so much to do and see! What is the biggest news story that you’ve covered?  When I worked in Omaha, my photographer and I chased severe storms in southwest Iowa. We were the first ones on scene of a home destroyed by a tornado as the family came out of their shelter. We captured it all on live television. We even beat emergency crews there. What do you like to do in your spare time?  I’m a certified yoga teacher so I love spending time on the mat. I also enjoy spending time exploring outdoors. What is your favorite kind of ice cream?  Butter Brickle is my everything! What is your favorite place to vacation?  I love cruising in the Caribbean. Who is your hero and why?  My Grandma Peg Shaw is my hero. She is the kindest and most humble person I know. She puts others first and never complains about anything. What is your favorite sport to play or watch?  I grew up in a big hockey family in Minnesota. I played all the way through high School. What is your favorite tradition around the holidays?  I love spending time with family. I’m lucky enough to live and work close to home so getting together with my family is still pretty easy to do. What is your favorite song of all time? I’m a big fan of The Chainsmokers. It would probably come down to “Closer,” “Something Just Like This,” or “Paris.” What is your favorite movie of all time?  Miracle on Ice. What is the best piece of advice you have ever received?  The best piece of advice I’ve ever received is to stay positive. There are many time in life we go through rough patches, but staying positive and looking forward always helps me overcome obstacles. If you could relive any moment, what would that be?  If I could relive any moment, I think it would be the first time I experienced live television as a reporter down the road in Eau Claire. I remember how nervous I was thinking I’d screw up. When I look back, I realize it was no big deal.