I’m four years old, I’m a saluki, and I notice things.

Most dog toys miss the point.
They’re made to look good on shelves and online.
Not to feel right in a dog’s mouth. Not to smell right. Not to last.

That’s why I started Azeli & Co.

This brand exists because a dog got tired of toys that don’t work.
I design around real dog problems: boredom, bad materials, too much noise, not enough thinking.

Humans help.
They manufacture, test, and do the admin.
but the decisions come from me.

Right now, we’re in production mode.
Some things you see here are early concepts or prototypes.

Final products may change as we test and improve.

We’re building this in public.

Slowly. Carefully. Without rushing.

The toys are sensory-rich and calm.
They have small pockets for treats, because thinking beats squeaking.
They’re made from clean, safe, sustainable, Non-plastic materials.

Everything is design-first.

They’re also cute af. Humans seem to like that.
That’s fine. But dogs come first.

The goal is simple:
to make Azeli & Co. a household name.

- Alfred