Pet keepsake brand and PIF member Oh So Precious has named four UK independent pet stores in its inaugural ‘Pawsomely Independent Awards’ for going the extra mile for customers. The Extra Mile Award was given to the four shops across the UK today on National Independent Pet Shop Day, 10th July 2026, in recognition of the special touches, personal service, and exceptional effort they put in to help customers cherish special times with their pets.
The selected retailers representing the regional pet trade are Paws of Robin Hood’s Bay in North Yorkshire, Doghouse in Wiltshire, Direct Pets in Berwick-upon-Tweed, and The Barking Lot in Wetherby. Each winning business has received a large crystal award to display in store to celebrate their dedication to local pet communities.
Helen Davies, Founder of Oh So Precious, said: “In any market, independent retailers are critical to the local economy, opportunities for entrepreneurs, and often providing a more personal, individual touch for customers. With Oh So Precious being a deeply personal brand, we have worked with a great number of independents who have really understood and embraced the meaning behind the products, and the importance of understanding their customers’ love for their pets.”
She continued: “The Pawsomely Independent Award for Going the Extra Mile is to recognise that some retailers really do pull out all the stops as part of their customer service DNA. Our winners showed a true celebration of ownership and continually highlighted the love between owner and pet in their stores, through events, in their marketing, or on social media, which is why we couldn’t pick just one winner—we had to have four.”
The panel of industry judges evaluated each business based on specific community impact metrics. Paws of Robin Hood’s Bay was acknowledged for the friendly welcome given to four-legged visitors and the shop’s passion for making special days out more memorable. Doghouse was recognised for the thought and effort put into celebration events and parties, creating lasting memories for the families of companion animals.
Direct Pets received its award to acknowledge the high level of four-legged customer engagement delivered on each store visit. The Barking Lot Pet Shop was selected in recognition of the team’s consistent efforts to educate and support pet owners with useful safety advice.
To find out more about the keepsake ranges, pet owners and trade stockists can visit The Lovely Keepsake Company.
Loading content...
Dan Everett