Podcast Episode 214: Pricing Mindset for Your Pet Business: Julie Swan Dog Breeder Society

Last week I shared that the Wear Wag Repeat Podcast hit 100,000 downloads! To celebrate that milestone, this week I’m sharing the most downloaded episode ever. This is an interview with Julie Swan, aka The Honest Breeder.

Julie and I had an interesting conversation about pricing. As a dog breeder, pricing is a very important component of her business. The right pricing structure can attract the kind of quality puppy parents she wants for her dogs. You’ll hear about the psychology behind this and get inspiration for how you can implement this mindset in your own pet business.

Do you want to relive more great interviews from the podcast archives? I created a quiz to help you discover your ideal petpreneur podcast playlist. From an Underdog Champion to a Pros-purr-ous Petpreneur… there are 5 playlists curated just for you! Take the playlist quiz today and fetch your results!

The business of dog breeding with The Honest Breeder Julie Swan

Establish the Right Pricing for Your Pet Business

Julie Swan is a dog breeder and dog breeding business strategist. She is the Founder and CEO of the Dog Breeder Society, a monthly membership and community for dog breeders looking to build an integrity-based, profitable, dog-breeding business that they love. She’s also the host of The Honest Dog Breeder Podcast, a podcast dedicated to the honest truth about breeding dogs, as it’s not all rolling around in the grass with puppies.

In her home life in Southern Arizona, she breeds German Shorthaired Pointers and Rat Terriers. She has a daughter and son that she does homeschool with and she’s supported by an amazing and terribly patient man. On weekends she’s out with the dogs cleaning kennels, hanging out with the kids on bike rides, or snuggling up for some homemade popcorn to watch a good origins movie.


  • The story behind how Julie got into dog breeding
  • How a tragic event made Julie question her role as a breeder
  • Pricing psychology and how to attract the customers you want
  • Turning away customers and clients that aren’t a good fit
  • What Julie aims to provide in the Dog Breeder Society




Did you find this episode helpful? PLEASE SUBSCRIBE AND REVIEW!

You can listen to the Wear Wag Repeat Podcast through Apple Podcasts, Stitcher, Google Play and many other podcast players. Subscribe so you don’t miss a single dog-inspired episode!

If you love what you hear and want to support my efforts to shine a light on more women making it work in the pet industry, please leave a review for my show on iTunes. More reviews help more people discover the show and hear our stories! Reviewing Tip: If you’re on a computer, open the link then click “Listen on Apple Podcasts” and scroll to the bottom to write a review.

You can also see all the episodes on the Podcast page of my site.

Spend Less Time Working, and More Time with Your Dog

The Wear Wag Repeat Resource Guide has over 160 apps, tools and resources recommended by my podcast guests that will help you run an efficient and successful pet industry business!

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