A woman with a passion for fashion and a love of dogs has combined her two favourite things to create a canine collar company.
Elaine Jones, 61, from London, has been running Holly & Lil for 20 years, after spotting a huge gap in the pet market.
"Back in those days, your only dog collar options were black, tan or red. It was so boring," Elaine told The Mirror.
"All the big dogs had no alternatives and especially nothing funky - so we designed our own."
From green zebra print to Swarovski jewels, dice and miniature charms, Elaine's designs are unique, quirky and far from ordinary.
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In 2002, Elaine was walking her dog Holly on Primrose Hill when she met a dog owner named Sarah and her pup Lily.
The pair bonded over their struggle to find "wonderful" collars and began making their own.
"We made these ridiculous boho ones and people would stop us in the park and ask where we got them," Elaine said.
Eventually, Holly & Lil became a fully-fledged couture business and opened a shop in the centre of London, as well as a stall in Harrods pet department.
In the last decade, Sarah has left the business and Holly and Lily have since sadly passed away, replaced by Elaine's new mascots and rescue dogs, Augustus and Nelly Bear.
"I've had the same team making our collars for 20 years, and many of the same customers too. There is a huge loyalty," Elaine explained.
From Brighton to Bangkok and Moscow to Tokyo, Elaine's collars are worn by dogs and cats all over the world - with many celebrity pets sporting them too.
"I recognise people's names when I'm sorting orders and feel flattered. Film stars and pop stars come back time and time again," Elaine said.
Holly & Lil take bespoke orders and Elaine has even had some unusual requests for human collars.
"One couple put in a request for collars and leads and said they had such fun. It doesn't happen a lot though," Elaine said.
You'll find pets sporting pirate harnesses, Union Jack flags and adorable bow ties.
"I think our customers love how unique we are. Our best sellers are always the more unusual prints so I try not to be conventional," Elaine said.
As well as looking beautiful, the collars have a very practical purpose.
They are made with cast leather, which doesn't crack or peel, so dogs can swim, run and roll in mud while wearing them.
"They are designed for dogs to be dogs - not just for special occasions," Elaine said.
Holly & Lil combines the British tradition of quality handmade leatherwork with fun designs that "no other company can match".
Elaine brings out exciting new collections every season - with the latest being a Jubilee range.
"I have no idea where I get my inspiration. It just comes from my head. I like unusual combinations and opposite complementary colours," Elaine said.
Holly & Lil collars begin at £75 and go up to £160. You can visit the shop on Tower Bridge Road in London or shop via the website www.hollyandlil.co.uk.
Do you have a dog story to tell? Contact nia.dalton@reachplc.com.
