Podcast Episode 220: Creating the Symbol for Rescue Dogs: Liz Nowell of Best Life Leashes

On this episode I’m chatting with Liz Nowell of Best Life Leashes. We chat about what sets her products apart and how they’re so much more than a product, she’s really building a community through the 2 stripe symbol for rescue dogs. I loved learning about the symbolism and meaning behind the stripes and how they’re educating people about rescue dogs.

Liz also shares the product development process and how her leashes have evolved over time based on customer feedback. Lastly Liz explains how important customer testimonials are and how they come into play in her marketing strategy.

If you love listening to this conversation, there’s more where this came from! Liz actually interviewed me for her vlogcast series on the Best Life Leashes YouTube channel.

Two White Stripes are The Symbol for Rescue Dogs

Liz Nowell is the founder of Best Life Leashes where she created the first ever symbol for rescue dogs. While working in veterinary medicine and volunteering for dog rescue groups, Liz interacted with thousands of dog parents. She learned that people who had adopted a dog were all inspired to do so after seeing & hearing about other people who had adopted their pets, too!

This lightbulb moment lead to the creation of Best Life Leashes and a mission to help more people share their rescue dog story to inspire… you guessed it… more dog adoptions!

Liz is a proud dog mom to adorable rescue dogs; Mr. Breakfast and Buddha. She’s also referred to as mom by Kevin the bearded dragon and Tater Tot, a honduran curly hair tarantula. In her down time, Liz loves strategic board games, music festivals, video games, and golf.


  • Why Liz has a pet tarantula
  • How Liz created the rescue dog symbol and its meaning
  • Behind Liz’s product development process
  • How to approach expanding and improving your product offerings
  • How customer testimonials and reviews factor into marketing strategy
  • What all is involved with maintaining non-profit partnerships




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