Meet Barbara Clarke-Ruiz, Founder of Lick You Silly

Barbara’s design career reads like a who’s who of international household names that include Nike Europe, Adidas US/Germany, Fila US/Italy, New Balance US/ UK, Speedo UK, Hanes, Jockey, Asics Europe, Disney, Colosseum and Zoggs International. She was also the Creative Director for Walmart for six activewear divisions, which grossed close to $750M dollars per season. Hence, what prompted Venus to seek her out to be design director of Venus’ line Eleven by Venus.

Now with her design skills being seen globally by Venus wearing one of Barbara’s designs when winning the 2016 Doubles Championship, Barbara has turned

her passion towards a new love, her dog, thus, the Lick You Silly Pet Products company was born. A dog lifestyle brand which features a premium line of dog treats 100% US made, with grain-free ingredients and being used by such names as Olympic athlete Kendell Williams for her dog, Barbara is now taking over the dog market as well.

Please tell us a little bit about your company – what is Lick You Silly all about?

Lick You Silly, is a boutique line of premium dog treats made in the USA from high-quality, 100% raw, freeze-dried, grain-free ingredients.

At Lick You Silly Puppy we believe our dogs aren’t just pets, they’re family! 

Needless to say, no ordinary dog treat will do! We’re dedicated to doing things better, offering quality products with a personal touch. 

Lick You Silly is so much more than just amazing products dog owners can trust. We’re building a brand based on Love, Kindness and compassion for others. That’s why we created the Licked Silly with Kindness initiative. We will also have brand extensions into the entertainment world. 

Eight Kimpton hotels agree with our approach and provide Lick You Silly Treats as a part of their check-in amenity package for all guests arriving with their dogs. We’re also sold in 21 retailers across the US, Walmart.com, Amazon, and on our website.

We donate a portion of our proceeds to various charities around the country. 

Tell us a little bit about your background and how you started your company?

I created the brand 3.5 years ago because I saw a need in the market. My small dogs would get sick from store bought treats made with processed ingredients, so I began to make my own with all-natural ingredients used in the foods my family eats. I quickly realized that wasn’t sustainable with my busy schedule as an Activewear design consultant so I spent a year doing research on the industry and decided to keep it simple. I wanted a single ingredient product that was premium, wholesome and all-natural. I began testing freeze dried Beef Liver and Chicken Liver and found a supply partner who met my standards.

My dogs loved them so we’ve been making dogs happy ever since.

This has been so enjoyable for me as I’ve been able to use my creative experience in design and marketing. Those skills also helped build brands such as Nike, Adidas, NB and eleven by Venus with yes, that tennis star!

What would you say are the top 3 skills needed to be a successful entrepreneur, and why?

1. Perseverance – Entrepreneurship is not for the faint at heart. You eat what you kill, so you have to acquire a mindset that makes you unstoppable. Your needs will be required to push past your comfort zone daily. You will get more “No’s” than “Yes’s” so you will need to get a coat of armor and a mantra to constantly remind yourself to just keep pushing.  

2. Networking- You will need to extend your network and connect with people constantly about your brand and see where there are synergies and opportunities. Collaboration is the new way to boost your growth in a very competitive market. You cannot be afraid to ask for what you want because unless your Beyonce, no one is going to hand it to you. 

3. Develop an unwavering belief of fearlessness! Believing you can be everything you dreamed of being is right between your ears. Decide that failure is not an option and it won’t be. Don’t second guess yourself and surround yourself with people who will support and champion your success. 

I have deep spiritual beliefs and take the time every day to pray and give honor to God. Take the time every day and night to get spiritually centered. 

What are your plans for the future, how do you plan to grow this company?

The brand is constantly evolving and I don’t want to share the secret sauce regarding my future plans. My high level plans would be to increase my product line and create brand extension arms into the entertainment and gaming industry. 

What were the top three mistakes you made starting your business and what did you learn from it?

I’ve made a career of creating innovative products and brand building for Fortune 100 and 500 companies. I’ve been able to learn great lessons regarding best practices so, thank God I honestly haven’t made any major mistakes with Lick You Silly. If anything, I’ve learned to trust my gut when something feels off as chances are it is. 

I’ve also learned to listen more and talk less in situations and constructive criticism can be useful and positive so, don’t let it bother you. 

How do you go about marketing your business and what has been the most successful form of marketing for you?

I market the business in many different ways. I’m constantly challenging myself to be forward-thinking and creative. Lick You Silly is a lifestyle brand so I strive to do things different from other dog product brands. Creative initiatives always lead the charge to create something memorable for our customers.  

Pick one form of social media and focus on it. I know a great portion of my customers are on Instagram and Facebook. I focus on Instgram as my brand is visually creative. In addition, a talented publicist who believes in me has been my most successful form of marketing. 

What must happen for you to consider your business a success? and when do you predict it will happen?

When Lick You Silly is a household brand netting a minimum of $4M. I predict this in the next 4-5 years if not before.

What are the top 3 online tools and resources you’re currently using to grow your company?

1. Fiverr – Find freelance service for your business
2. Shipstation – Shipping software to get products to customers.
3. Shopify and Square – An E-commerce web platform. Build an e-commerce website.

What are three books or courses you recommend for new entrepreneurs?

I love online UDEMY Courses and Podcasts, so I would recommend . . .

1. I sell on Amazon and have found the most value from Jim Cockrums Amazon Course. . . He has an incredible podcast that is so inspiring. 
2. The Complete Digital Marketing Course
3. Business Branding with personality: Build an Authentic Brand

If you had the chance to start your career over again what would you do differently?

I don’t live my life with any regrets because every single thing that happened to me has shaped me into the person I am. I’m lucky to be one of those people who loves what they do and I’m excited to get up every day to do it. 

When something no longer fulfills me, I quickly pivot onto the next thing that does. That is why activewear design consulting has always appealed to me because I get to work on numerous projects at once or have it vary from season to season. 

One of the biggest things I would have focused on much earlier is creating passive income. I would have become an Amazon seller much earlier in my career and focused on creating digital products. 

If you only had $100 dollars to start a new business, knowing everything you know now, how would you spend it?

Drop Shipping OR becoming a Virtual Assistant

How can we get in touch with you?

Check us out at LickYouSillyPetProducts.com, and bcswirl.com or follow us on Instagram.

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