It is difficult to know where to start as it is something that has evolved completely by chance and out of necessity rather
than some grand scheme.
Susan Lewsley, my Mum and the designer of the Dogmatic, has had back/leg and neck pain for 28 years due to disc/nerve
problems and arthritis resulting in nine major back operations and two major neck operations plus arthritis in her hands.
She has had her spine rebuilt from pelvis to neck.
This meant she could no longer walk or even hold our dogs let alone be involved in showing them. We had Dobermanns
for 26 years (including Tommy, Top Dobermann in the UK 2000) and enjoyed showing same. We were using the known
makes of Headcollars but found, not only did they not stop them pulling, they were all rubbing and riding up into our
dogs’ eyes and they had even managed to get them off. We found neither the Headcollars or harnesses were taking the
strength or weight of the dogs and, in fact, the dogs were putting their weight against the harnesses thus making them
even harder to hold on to with some makes rubbing them raw!
Mum’s problems were being aggravated by trying to cope with our three Dobermanns and walking, showing or even
holding them was no longer viable. Rather than give up, she decided to experiment with a Headcollar that would work
by turning the dog’s head in a kindly manner which would ensure the body would have to follow, yet was comfortable to
wear and would stop your dog pulling and lunging.
We had a local saddler help with prototypes/samples etc., Many ideas/styles were tried and tested until we were happy
with the finished product.
The Headcollar evolved into the present design and the finished product not only is comfy but does not ride up or go near
the dog’s eyes.
It works on all breeds/sizes of dog and ensures your dog will immediately follow where you want to lead. An extra bonus is
that, in an emergency, the Dogmatic can be used to close the dog’s mouth and turn it’s head to enable the owner to keep
their dog safe but immediately releases again allowing the dog to pant, drink, carry a toy etc., It is very comfortable for the
dog to wear and offers complete control for the owner. We have even been able to help other disabled owners with their
dogs and also dogs in rescue who were previously untrainable and, therefore, unable to be rehomed.
We had three black leather Headcollars with brass fittings made for our dogs and this meant Mum and I could now walk
the dogs together and she could hold them when I was in the ring etc., This was a major lifestyle change.
The name Dogmatic and the strapline (Automatically Leading the Way) literally came to Mum in the middle of the night and
she jotted them down on a pad by the side of the bed together with a few less desirable ones before going back to sleep!
We started using the Headcollars on our dogs and were astounded at peoples’ response. We literally kept getting stopped wherever we went, be it in the field, training, walks, Shows, at the Vet etc., etc., People would ask if we could make them one for their dog and so it began!
We realised we would have to learn about sizings and how to fit all the different breeds. Neither of us are natural sales
people or over-confident by nature so it was interesting to have to approach people to ask if we could measure their
dogs and trial our sizing samples on as many breeds and cross-breeds as possible. Fortunately, most dog owners are a
very friendly lot and everybody was very helpful and eager for their dogs to be included in the research!
We were having them made individually at the Saddlery to begin with and then as word of mouth spread we found
a small Independent Leather Manufacturer in Birmingham. They were so helpful and allowed us to order in small
quantities. They also helped with leads Mum designed, in particular specialised non-slip leads which give you much
more grip on the lead – again designed through our own need which is a whole different story!
I was still working at Reading University as Post Graduate Admissions Co-Ordinator – I have worked as Customer Services
Manager and in Admin Officer roles, whilst Mum is a fully qualified Secretary/PA – and I was fulfilling orders part-time.
We were on a huge learning curve and had to get advice/help very quickly. Mum was in and out of hospital and I realised
I would have to go part-time at work if we were to take a gamble and ‘go for it’ on a small budget and a prayer!
Our name started to grow through small adverts and ‘word of mouth’. We needed to expand and found a larger
Equestrian Leather Manufacturer, organised packaging, labelling, printing etc., and gradually we grew to such a degree
I had to go full time in 2001.
We have slowly built up Dogmatic and the Headcollar, collars and leads are now in Shops, Vets, on Trade Stands, being
used by Police, Prison Officers, Rescues, Behaviourists, Trainers, Clubs etc., as well as individual dog owners. We try to help
small Businesses, Clubs, Rescues etc., by offering low minimum orders at trade prices so any profits can go back into them.
The Dogmatic is also endorsed by famous dog Behaviourist Dr David Sands and recommended as his Headcollar of choice
in his books.
Over the years we lost our Dobermanns but had fallen in love with the Italian Spinone and had Kofi who became our new
mascot and model for the Dogmatic.
We have continued learning and expanding and we now also have a range of Headcollars, collars and leads in Padded
Cushioned Webbing which are vibrant in different colours. We have a specialised Training range in top quality lined leather
available in Black and Brown with Brass fittings.
We have designed our own packaging and branding and it is amazing to see the boys’ photos on the packaging on the
stands at the Shows and Crufts etc.,!
We have lost our wonderful boy, Kofi, at the age of 12 years, his son Archie at almost 11 and Archie’s Son Norman at 11 and ¾ years and we also had Bertie who was Kofi’s Great, Grand Nephew (Archie’s Cousin and Norman’s Second Cousin) and was a good friend for Norman and a link to our Boys. We now have Freddie and Gracie who are from Poland and are the best of friends.
We are supplying a rapidly growing number of Shops, Vets, Training Schools, Behaviourists, Groomers etc., and the more
we can get the Dogmatic out there for the general public to see and try on their dogs, the easier their dog walking will
be! As you can see we have a large amount of customer feedback –where the Dogmatic has literally changed their lives
and meant they can walk their dogs without having their arms pulled out of their sockets! We have a Facebook page and
Instagram and Twitter Accounts with a large number of photos and videos from satisfied dog owners.
We still have to pinch ourselves to believe how far we have come since Mum designed a Headcollar that has been voted
‘Product I can’t live without’ for a record eleven in the Your Dog Magazine Product Awards, voted for by the General
Public. We are also delighted to have been awarded Top Headcollar after a six month trial of six makes of Headcollar
by Your Dog Magazine.
To see different breeds walking around the shows and street wearing our Products and hearing people discussing how
good they are has been amazing. We have even seen the Dogmatic on several TV programmes!
I run the day to day business with the help of a small team of dog lovers and it is great to speak to so many dog people
from all over the World and hear how much the Headcollar has helped them. Whilst I am keeping up to date, Mum can
rest when necessary but continue designing and she has several ideas she is working on.
Learning about book-keeping, sales, tax etc., is not such fun and we will never be natural sales people, but that’s no bad thing!
It has been an amazing journey which has been a learning curve, but we could never have imagined how an idea could
have changed our lifestyle in such a way!
But the fact we are able to work and have Freddie and Gracie with us more than makes up for any negative aspects. Freddie and Gracie love being with us and it is a joy to watch them playing or sitting at our feet in the office.
Dogmatic (UK) Limited
Estover Lodge, Sleapford, Long Lane,
Telford, Shropshire, TF6 6HQ
United Kingdom
+44 (0)1952 245330
2022 Dogmatic – All Rights Reserved – Privacy Policy
To all our valued Customers,
After a long, busy year and in order to complete our end of year stock take, we have decided to close from the 20th December for the Holidays which will also give both ourselves and our Staff some time off for Christmas and the New Year.
We will be closed from Friday 20th December and re-opening again on Monday 6th January.
In order for you to also enjoy long Winter walks with your dogs, please make sure you order your Dogmatics and accessories well in advance to avoid disappointment.
We would, therefore, ask that you place your orders in plenty of time (allowing for time for exchanges in sizes if necessary) and please remember that our last despatch date is Friday 20th December 11 am.
All orders/exchanges/enquiries received after 11 am on the 20th December will be processed from the 6th January.
We wish all our Customers and their dogs a Merry Christmas and a Happy New Year.
From All at Dogmatic.