Dear WagglyCove family,
As 2025 comes to an end, I wanted to write this email myself — not as a brand, not as a promotion — but simply as Jeffrey from WagglyCove, sharing honestly with you.
To be very real with you, 2025 did not start well for us.
Early in the year, we faced a situation where a competitor attempted to trademark the term “Yak Cheese”, trying to monopolise something that has always existed for the wider community. It was frustrating, discouraging, and at times made us question how fair this industry can be for smaller brands who are just trying to do the right thing.
Not long after that, platforms like Shopee increased commissions and fees three times within the same year, quietly eating into margins that were already thin. As a small brand, these changes hurt more than most people realise.
At the same time, the weakening Ringgit and rising cost of living pushed up almost everything — raw materials, logistics, marketing, and daily operations. Not just our products became more expensive, but every decision started carrying more weight.
There were moments this year where things felt heavy.
Yet somehow, with all that going on, we kept moving.
There were weekends where our team was exhausted, nights spent recalculating costs, and moments where I honestly wondered if we were pushing too hard. But every time we showed up at an expo and saw your dogs happily chewing, or heard you tell us, “This is the only chew my dog trusts,” it reminded us why we started in the first place.
This year, we stretched ourselves — sometimes uncomfortably — by showing up at more expos than we ever had before and slowly introducing new chews and treats that we truly believed in. It wasn’t easy, and it wasn’t always smooth, but it was real.
Looking ahead to 2026, I won’t pretend things will suddenly get easier. Costs will continue to rise, and competition will only grow. But instead of doing more for the sake of growth, we want to do better — better value on our website, more thoughtful seasonal gift boxes, and treats that feel special, not mass-produced.
We’re also hoping to take a small but brave step beyond Malaysia next year — fingers crossed for a Singapore expo — and at the same time, find more ways to give back to the community that has supported us from day one.
If there’s one thing 2025 taught me, it’s this: WagglyCove is not built by products or platforms — it’s built by people who care. And you are a big part of that story.
With that, I wish you and your furry family a gentle, hopeful start to 2026.
Thank you for staying, supporting, and believing — especially when things aren’t perfect.
Warmly,
Jeffrey from WagglyCove