06/09/2026
I was repeatedly told adopting Goldie was a mistake.
And honestly, there were days I understood why people thought that. I thought I was adopting one kind of dog and brought home a completely different one. She came with baggage I couldn’t see, experiences I didn’t know about, and needs I wasn’t prepared for.
The first year was hard. Not Instagram hard. Actually hard. The kind of hard that leaves you feeling isolated, overwhelmed, and wondering why nobody talks about this part of dog ownership.
At the same time, I was watching Ayla completely change the way I saw dogs. I watched a young pit bull puppy become an emotional support dog. I watched her show up for someone who was grieving. I watched her prove, over and over again, how sensitive and emotionally intelligent dogs really are.
Somewhere between Ayla, Goldie, rescue, and seeing how many dogs need help here in Texas, LURE started taking shape.
Not because dogs are easy. Because they’re worth it.
Every product, every idea, and every part of this brand comes back to one thing: the belief that dogs aren’t “just dogs.” And the people trying their best for them deserve support too.
If you’ve ever had a dog that challenged you, changed you, humbled you, or saved you a few times along the way, I’d love to hear about them below. 🐾
