This is the ninth installment in an interview series with the 2021 Target Takeoff Pets cohort. Participating companies are sharing, in their own words, details about their innovative companies. All interviews have been conducted by the Target Takeoff Program Management team.

Meet Trill Paws.

Rachel Jones, CEO & Founder of Trill Paws

TT: What’s the one-liner description of Trill Paws?

Rachel: Trill Paws is a pet accessory and lifestyle brand based out of Los Angeles. Trill Paws creates pet tags and accessories that are inspired by pop-culture ions and sayings – anything from emoji designs, popular sayings, fun memes, and more.

TT: What inspired you to start Trill Paws? What makes what you are doing different from anyone else in the marketplace?

Rachel: Trill Paws was created out of my over-the-top obsession for dogs and my love of pop-culture. A couple of years ago I dreamt up a concept for a pet accessories company that would appeal to ulna and trendy pet owners who love dogs and design. So many pet ID tags on the market are dull and can be a bit boring, o we design tags and accessories that are unique, refreshingly fun, and totally on trend.

Today, I work day in and day out to create relatable + unique products for your pups along with making sure every customer has a superb showing experience.


TT: How did you decide it was the right time to join an Accelerator? What are you most looking forward to getting out of the Target Takeoff experience?

Rachel: “If you’re not growing you’re dying” is a quote I wholeheartedly believe in. We are really lounge forward to learning from and gaining insight into how a major retailer operates and makes strategic and marketing decisions about various products they carry in-store or online. Having built this business from the ground up with solely my own knowledge has been great and incredibly rewarding but having the chance to ask questions and get feedback from experienced leaders in business is invaluable.

TT: How do you stay motivated through the ups and downs of growing a business?

Rachel: If I can be really honest, having purpose for what feels like the first time in my life is what allows me to stay motivated and keep going every day. I’m honored (and awed) that tens of thousands of customers love our Trill Paws tags. When things get tough, I think of them. They believe in Trill Paws, They love our products, and continuing to innovate in this space and bring our fun ideas and designs to more pet products motivates me to push through all of the ups and downs.

For more information on Trill Paws and who they are, check out