Founders, Chrissi & Jasmina, received their "firstborn" Lulu-belle in June 2005. Sent from JHB as a surprise for Chrissi by her sister, a surprise she was! Little Lulu,a Pekingese, arrived at Cape Town international on a cold winters' evening, completely unaware to the greater impact her arrival would create.

As any young, stylish woman would know when a little pet-ling arrives… One has to shop. And boy were Chrissi and Jasmina excited to hit the pet shops! Much to their dismay, there was nothing that reflected how much they loved their little Lulu, and nothing that matched any room in their home for that matter.

After much research, Chrissi decided to quit her job as a Counselor and take a chance. Through knowing how much people love their pets, and wanting to be a part of that incredible bond, Wag was born!

The vision? To start a pet accessory company that was stylish, good quality and fun. Since then, they've grown into a company that supplies South Africa on a national level.

Wag has evolved to Wag World to aptly reflect what they are about and where they are going.