Alumni

Grad is the Founder of Luxury Dog Treat Company Petphoria

FIDM Graduate Grace Wang always wanted to own her own business and make an impact on others, but she wasn’t sure how her career would take shape. Born in Hawaii and raised in Madison, Wisconsin, Grace dreamed of living in a bigger city. After moving to Los Angeles right after high school to attend FIDM, she earned degrees in Merchandising & Marketing and Business Management and graduated in 2016. Both of Grace’s degree programs helped prepare her to launch her company, Petphoria, a line of high-end dog treats with organic and natural ingredients. 

Through a partnership with The Eisenhower IKE Center, Petphoria provides disabled people the opportunity to hand make their dog treats, which are packaged in paper tubes and luxury boxes. A self-described “petrepreneur,” Grace credits her own dog, Beni, with helping her “through every situation life has thrown.” In addition to tasty, high-nutrition dog treats, Petphoria also sells dog toys and tees and sweaters for humans emblazoned with phrases such as “Dog Mom” and “Dogs Don’t Discriminate.” She appeared on Season 5 of Project Pitch It, a Wisconsin-based television show featuring entrepreneurs who pitch their ideas to business moguls. 

She credits FIDM with helping set her up for success. “At FIDM, you are learning relevant things that pertain to any ‘real world’ job versus just learning things just to forget about it later on,” said Grace, who previously worked as the National Retail Marketing Manager for Live Nation Entertainment and as an Account Executive at The Digital Ring. “I would say the most valuable lesson is that sometimes you won't be in a team where everyone pulls their weight and there will be disappointments. It's how you overcome the disappointments that are crucial to your success.”

Grace said being the sole decision maker is the best part about entrepreneurship. “What's so rewarding about having your own business is that you can make the final judgement call,” she said. “You are in charge of creating a business of your dreams and really, no one can get in the way of it.” 

Learn more at shoppetphoria.com and on Instagram @petphoria and @sincerelygracewang.

Categories:  Business Management Merchandising & Marketing Alumni