Founder Spotlight: Christine Chang of Sassy Woof

Christine Chang is a 2010 JMU graduate with a background in Health Sciences and nearly a decade of experience as a healthcare project manager. She noticed a lack of modern and stylish pet accessories in the marketplace, so she started her own line with Sassy Woof. Opened in 2018, the brand launched from her basement as a creative side project and quickly grew into something much bigger. After seeing the significant demand, she followed her passion and transitioned to running Sassy Woof full-time nine months later.

Today, Sassy Woof is in major retailers including PetSmart, Petco, Pet Supplies Plus, Walmart, and others. The company is also proud to be one of the few pet companies chosen by major labels including Disney, Sanrio, Mattel, Paramount, Peanuts, and many others to create their pet accessories. What started as a small idea has grown into a global brand dedicated to elevating the pet shopping experience by bringing a little extra joy to everyday walks. And they didn't forget about the whiskers: sister brand Sassy Meow is also quickly growing and expanding.

1) Tell us about your business and what's the backstory. I got my start in 2016 when I created an Instagram account for my dog, @mayathedox. What began as a fun way to share her adventures quickly grew into a strong, engaged community. Through that experience, I saw firsthand the influence pets could have, but I also noticed a gap in the market. At the time, there weren't many dog accessories that were both stylish and functional for dogs for everyday use. That realization led me to start Sassy Woof. I wanted to create products that felt just as good as they looked: modern and comfortable accessories designed with both pets and their owners in mind. Having already built a loyal following through Maya's platform gave me a unique advantage, allowing me to organically introduce and grow the brand using the community I had cultivated from the start.

2) How'd you get your first customer? My first customer was a longtime friend from Maya's Instagram community. We launched Sassy Woof at midnight on October 10, 2018, and she placed the very first order just one minute later at 12:01am.

3) How did your time at JMU impact your entrepreneurial career? My time at James Madison University played a big role in shaping my entrepreneurial mindset. As a Health Sciences major, I learned how to think critically, manage complex projects, and stay organized, skills that later translated directly into running a business. JMU also gave me the confidence to take risks and pursue something outside of a traditional career path. While I started my career in healthcare, those foundational skills and that mindset ultimately helped me build and grow my own brand.

4) What's the hardest thing about building right now? Honestly, it's balancing everything. As the business grows, so do the responsibilities: team, operations, product development, marketing. It's no longer just about having a great idea; it's about executing consistently across every part of the business without losing the creativity and passion that started it.

5) What's one piece of advice you'd give a JMU student thinking about starting a company? You don't need a perfect business plan, a big budget, or everything figured out. The most valuable thing you can do is take one real step: test an idea, talk to potential customers, or launch a simple version of your product. That early momentum will teach you more than any class ever could. At JMU, you're surrounded by resources, peers, and a supportive community. Use that to experiment and make mistakes while the stakes are low. Also, don't underestimate the power of community. Your first customers, collaborators, or biggest supporters might already be in your network. Build something you genuinely care about, stay consistent, and be willing to adapt as you learn.