Wag's owner, Sarah Labensky, discovered that no source of high-quality pet supplies existed, when she needed various items for her five dogs and five cats.

Initially, she began to offer a small variety of items in the gift area of her restaurant, The Front Door.  Sales of these items quickly comprised a significant percentage of the gift area's total revenue.

Realizing that there were many other people in the community who loved their pets and wanted to pamper them, Wag was born!