A look at the evolving premium dog accessories market and how one Canadian entrepreneur is reinventing the industry using Italian craftsmanship.
By Thomas Pigeon
As I walked through the art gallery on Avenue Road, in Toronto’s fashionable Yorkville area, it quickly became clear that this was a different kind of art exhibit. Dog aficionados, Prosecco in hand and their pups on leash, were gathered to witness the launch of Devils & Diamonds — a collection of Italian luxury dog accessories owned by Canadian entrepreneur Molly Neice. On display were some of the finest examples of Italian leatherwork, craftsmanship, and design imaginable, created by internationally renowned fashion designer Lars Duelffer, Neice’s business partner and confidant. This was a far cry from the PetSmart or Pet Valu environment where dog accessories are typically encountered. The experience was more akin to walking into a Louis Vuitton boutique or slipping into fine lingerie at La Perla.
From the ashes of losing one of her dearest pups, “Kingpin,” and with the arrival of her newest family member, “Ice” — both stunning micro bullies —came the idea of creating a brand for strong dog breeds that captured their power, met their aesthetic and functional needs, and made a bold, powerful statement for any owner walking down Rodeo Drive.
Molly Neice, Devils & Diamonds President and Founder, explained:
“All puppies have a little devil in them, but they’re all diamonds in the rough too. Ultimately, they’re my angels — and that contrast was the inspiration for the name Devils & Diamonds. I didn’t hire a naming firm for this. I woke up one evening with an epiphany and said to myself, ‘We should name the brand Devils & Diamonds.’ To my surprise, after a comprehensive trademark search, the name was available — and it became our brand.” She continued, “We hired one of Canada’s most talented brand designers to literally give ‘wings’ to the idea — and the Devils & Diamonds brand and identity was born.”
No doubt, Italy has always been revered as the origin of fashion icons — Ferragamo, Armani, Valentino, Prada, and La Perla, to name a few — but dog accessories?
“I fell in love with Italy and all things Italian,” noted Neice. “There’s a sense of effortless style in this country, where only the best seems to survive. ‘Average’ is an unaccepted design principle here — fabulous is the standard. It’s home to the finest craftsmen in the world, who can turn leather hides and chains into works of art. My partner Lars is a master in this area. He’s created fashion for the elite of the world and has designed for Donna Karan, Calvin Klein, and others. He’s a creative visionary, committed to breaking norms and redefining design culture.
The journey all started around my table in my cucina in Brescia, Italia — a beautiful little home that Lars and his partner Massimo created for us through their firm, The Bolds. Lars is always a source of inspiration, and sitting with him in Italy, talking about creative ideas with a fine glass of Vino Bianco in your hand — well, it doesn’t get better than that,” she laughed.
“The world is changing, and the traditional family unit of husband, wife, and 2.2 children has evolved. Many couples now choose not to have children — and their pets become their family. They want to spoil them like they would their kids.” Nowhere is this more evident than in the streets of Europe. Whether strolling along Milan’s Via Monte Napoleone or Paris’ Champs-Élysées, it’s completely acceptable to see patrons dining at fine restaurants or sipping cocktails with their dogs seated at the table. This trend is rapidly making its way to North America, where “pet-friendly” restaurants are becoming increasingly common.
“If you can spoil yourself with a $5,000 Louis Vuitton purse or a $2,500 pair of Christian Louboutin shoes, why wouldn’t you spend $500–$2,000 on something special for your canine companion? Our Devils & Diamonds accessories are each individually crafted and conceived as statement pieces. Why shouldn’t your dog look fabulous as they strut beside you for a summer stroll through the fashion district or on your way out to dinner?”
But beyond the stunning look and finish of these accessories, there’s functionality.
“We’ve worked with the best of the best in Firenze, Italia to craft these products,” said Neice. “Barbara Ricchi at Giorgio Linea runs a spectacular atelier in central Italy, and her clientele is a who’s who of the fashion industry. Brands like Burberry, Calvin Klein, and countless others line her showroom with products she’s built. She even created Madonna’s dress for an Academy Awards ceremony. It’s an incredible experience working with talent at that level.
This opportunity only came about because of the long-standing mutual respect and collaboration between Lars and Barbara. Sitting around a table with Barbara and Lars, pulling leather samples, evaluating metal clasps and finishes — it’s awe-inspiring. With this team by my side, we’re destined to become the premium name in luxury dog accessories.”
“Barbara has limited capacity and chooses who she works with. I remember her saying, ‘You remind me a lot of me whenI was younger.’ She’s invested in ourproduct. She believes in it — and in me. That speaks volumes.”
If tenacity, resilience, and confidence are the core traits of a true entrepreneur, then Molly Neice has them in spades. The road to product launch was anything but smooth.
“We spent over two years developing this brand — not just aesthetically, but from afunctional standpoint,” she said. “Last year, we did a soft launch in Canada. Candidly, it didn’t gain the traction we expected. We’re a small company withlimited marketing resources and were largely reliant on our website and e-commerce platform to tell our story. That wasn’t enough.
This is a very tactile product — one that needs to be touched, felt, and experienced in person. When you feel the soft leather with its plush blue backing, when you see the crisp metal stamping, the strength of the clasps, the sparkle of Swarovski crystals — that’s when eyes light up and wallets open.
Starting this spring, we’re hitting the road. We’re investing in trade and consumer shows, and we’re in discussions with high-end dog accessory retailers across the continent. We’re also considering a European launch — especially in Italy, where people are already accustomed to treating their dogs to luxury experiences.
It’s an adjustment, but we’ve listened to the market. We don’t doubt the success of the brand — it’s simply a matter of timing.”
And speaking of timing — in a world where “Brand USA” is losing favour globally, “Brand Italia” has never been more powerful or relevant.
“Italy is at the heart of Devils & Diamonds. It’s a magical country with incredible people, culture, food, wine — and an inimitable sense of fashion,” said Neice. “The trade and cultural relationship between Canada and Italy goes back decades, but it’s never been stronger. Devils & Diamonds is in a class of its own, destined to become one of those fabulous case studies about the power of collaboration between our countries.”.
As the world grapples with division, conflict, and uncertainty, it’s refreshing to see a brand challenging the norm and bringing joy to dog owners and their beloved companions. So if you’re looking for a statement piece next time you’re walking the streets of Toronto, strutting down Fifth Avenue in New York, or tossing a coin into the Trevi Fountain in Rome — you might want to consider a Devils & Diamonds accessory.
But don’t be surprised when you’re stopped — not to be asked about your shoes, but about that fabulous harness your pooch is wearing. – VV
Photography by Scott Lennon
I don t have a dog, but can see this gear in a Hollywood movie!
Thank you so much for your great article and all your support in this new adventure.