Inside The Craft-Led Luxury Dog Brand Changing Pet Style

For many luxury consumers, the idea of premium pet accessories has long been synonymous with designer logos and glossy marketing.

But in Melbourne, professional dog trainer Chris Loverseed is quietly reshaping the conversation around what true luxury dog gear should look and feel like.

As founder of PK9 Gear, Loverseed sits at the intersection of functional performance and traditional craftsmanship, creating handcrafted collars, leads and harnesses designed first and foremost with the dog in mind.

“As trainers, we work with dogs in real-world environments every day, so that experience directly influences how we design every piece of gear,” he told Kanebridge News.

Unlike many mass-produced pet accessories, PK9 Gear products are developed through hands-on training rather than driven by aesthetic trends.

“One of our core principles is that we only design and sell products that we genuinely use ourselves in training,” he said.

“Unfortunately, many brands create products simply to look trendy or appealing on social media, with very little consideration for how they actually function for the dog or the handler in the real world.”

For Loverseed, product development begins with performance, ergonomics and canine wellbeing.

“When I design a product, I always start with a dog-first perspective, and then consider the handler.

“That might mean looking at how a collar sits on a dog’s neck, how a lead feels in the handler’s hand, or whether a tug toy gives the dog the right grip and satisfaction when they bite.

“If a product doesn’t improve the dog’s experience and make handling easier, we simply don’t make it. That philosophy sits at the centre of everything we create at PK9 Gear.”

Defining luxury beyond logos

In a crowded market of designer-inspired pet accessories, Loverseed believes true luxury is less about branding and more about authenticity.

“Standing out from mass-produced pet accessories is actually quite simple. Using ethical labour, quality materials, and genuine craftsmanship already sets you apart from much of the market.

“But defining luxury is more complex, because luxury can mean different things to different people.”

He sees a broader shift taking place among consumers who are increasingly questioning what luxury really represents.

“I believe there is also a noticeable shift happening in the market.

“With USA tariffs and those viral videos showing how many “luxury” handbags are actually manufactured, consumers are starting to question whether luxury is simply a price tag or something more meaningful.”

Instead, he points to a growing appreciation for understated design and meticulous detail.

“For me, it is twofold. First, I believe quiet luxury is becoming the new flex, where quality and craftsmanship speak louder than visible branding.”

His work with high-net-worth dog owners has reinforced this belief.

“As a professional dog trainer in Melbourne, I work with several VIP clients who live in $40 million plus homes.

“One thing I have noticed is that people at that level are rarely trying to impress others with logos. They value craftsmanship, authenticity and products that are simply made well.”

Materials also play a defining role in the brand’s positioning.

“At PK9 Gear, we take the opposite approach. We use premium vegetable-tanned leathers from Italy, sourced from tanneries that are part of the Pelle Conciata al Vegetale consortium.”

These traditional tanning methods prioritise durability, natural finishes and longevity. Hardware choices are equally considered, with solid brass, stainless steel and 24-carat gold PVD stainless steel used across the range, alongside hand-stitched construction techniques.

“For us, luxury is not about logos. It is about craftsmanship, integrity in materials and creating gear that is functional, beautiful and built to last for both the dog and the handler.”

The rise of Australian craftsmanship

As global consumers move away from fast fashion and disposable purchases, Australian artisans are finding renewed recognition.

“Australian craftsmanship is definitely gaining global attention, and I think part of that comes from consumers moving away from fast fashion and mass production,” Chris said.

“People are beginning to value products that are made properly, with care and attention to detail.”

PK9 Gear reflects this shift by offering both accessible performance-driven products and highly bespoke pieces that showcase traditional leatherworking techniques.

“Traditional handmade products naturally come at a higher cost because of the time, skill and materials involved.

“That alone places them in a more premium or luxury category, but many consumers are now willing to pay for something that will last longer and has genuine craftsmanship behind it.

A trainer’s favourite companion

Despite working with a wide range of breeds, Loverseed has a clear personal favourite.

“If I could have only one dog breed it would be a Rottweiler,” he says.

In a luxury market increasingly driven by authenticity, longevity and meaningful design, PK9 Gear represents a new kind of status symbol.

One that values quiet excellence over overt display and performance over perception.

From Scotch whisky and luxury retreats to fashion collaborations and world-class hospitality, Ross Blainey has spent years shaping high-end experiences around one idea: modern luxury is no longer just about what you own.

It is about access, connection and moments money alone cannot buy.

As Citizen Kanebridge continues to grow as one of Australia’s most sought-after private members’ clubs, Blainey, the club’s new Head of Membership, says the future lies in creating experiences members cannot find anywhere else.

“The ultimate memorable experiences are the money can’t buy moments,” Blainey said.

“The things that you can’t just put together anytime or any place. They make up something that is greater than the sum of its parts.”

On June 4, Blainey will bring that philosophy to life when he hosts an exclusive whisky evening for Citizen Kanebridge members at Sydney’s Royal Automobile Club of Australia.

Titled A Journey Through Whisky, the intimate event will see Blainey guide members through a curated selection of rare and unreleased whiskies drawn from his personal archive, alongside stories gathered across years working at the highest levels of the Scotch whisky world.

The evening will also include reflections on Blainey’s induction as a Keeper of the Quaich at Blair Castle in Scotland last year, one of the whisky industry’s rarest global honours.

A career built around experience

Before joining Citizen Kanebridge, Blainey built a career spanning luxury hospitality, Scotch whisky, premium lifestyle brands and experiential events.

But he says one industry above all others shaped the way he thinks about people and community: Scotch whisky.

“At its core, at its heart and throughout its whole history, Scotch has been about sharing, enjoyment, telling stories, meeting people and generally having a good time,” he said.

“Whisky can be that shared moment of laughter, and it can also be a shared moment of just slowing down, taking stock and contemplating. These are so key to building community.”

Blainey’s deep involvement in the whisky world culminated in 2025 when he was inducted as a Keeper of the Quaich at Blair Castle, a recognition is reserved for a select group of individuals who have made an outstanding contribution to Scotch whisky internationally.

“I was inducted last year, 2025, an incredible honour,” he said.

“There were a couple of teary-eyed moments as I stood in Blair Castle, on historic ground, realising that this was a moment I would remember forever.”

The next chapter for Citizen Kanebridge

Looking ahead, Blainey says Citizen Kanebridge will continue to focus on highly curated experiences, exclusive access, and bringing together like-minded members from Australia’s property, finance, and investment sectors.

“Our baseline of Car of the Year is already one of the most impressive events on the social calendar of Australia,” he said.

“My job is to find a way of raising the bar, taking things to the absolute top level for access, experiences and events.”

Blainey said the long-term goal was not simply to create another networking group or luxury club, but to build a community centred around meaningful relationships and unforgettable experiences.

“We provide the access, the money can’t buy memories, and we will be making those happen regularly,” he said.

“If we start with how amazing Car of the Year is and the only way is up, we are going to have some mind-blowing moments for our members.”

Hospitality at its absolute best

Another major influence on Blainey’s thinking came through his connection with world-famous New York restaurant Eleven Madison Park, once named the best restaurant in the world.

He says two concepts from the restaurant’s owners still shape the way he approaches luxury experiences today: “enlightened hospitality” and “unreasonable hospitality”.

“Enlightened hospitality is a way of doing business that looks at not just the product of what you serve, but how it makes people feel,” Blainey said.

“Unreasonable hospitality is more about striving for the absolute best all the time. If you’re going to do something, do it to an unreasonable level that blows everything else out of the water.”

It is a philosophy, he says, which aligns closely with where Citizen Kanebridge is heading next.

“That’s what we’re doing here with CK, taking members’ experiences to another level,” he said.

Fashion, whisky and creative collaborations

Blainey’s career has also included working with Glenfiddich as a Creative Collaborations Lead, where his role centred on bringing luxury experiences and partnerships to life through designers, chefs, artists and bartenders.

Among the projects were runway collaborations with leading Australian fashion designers, with pieces from the partnerships now housed inside Sydney’s Powerhouse Museum.

“My job was to find a creative way of bringing the brand to life,” he said.

“How do we make something that none of us could make on our own? Searching for the things that will resonate with people.”

What luxury consumers want now

Beyond whisky and events, Blainey also played a key role in building Blackbird Byron, the boutique Byron Bay hinterland retreat later recognised in Tatler’s Top 101 Hotels list.

The property, known for its dramatic views, minimalist architecture, and secluded atmosphere, helped shape his understanding of how luxury consumers are changing.

“I think I learned that people looking for luxury in hotels want memorable moments, considered design and the ability to get away from the hustle and bustle of modern life,” he said.

“To feel at home without being at home is important.”

More broadly, he believes today’s luxury consumers are increasingly driven by authenticity and emotional connection.

“For luxury consumers overall, I think it comes down to craft, story and connection,” he said.

“The product itself has to be impeccable, the story behind it builds your reason for looking at it, and then you need to make a genuine connection with people.”

Interested in becoming a member of Citizen Kanebridge? You can contact Ross here.