PUGGY SMALLS

instagram.com/ thepuggysmalls

Smalls is one of the most popular British Instapets, and his successful street style has meant that owner Nick Ettridge has been able to give up his day job and make working with his pet his career.

But he didn’t set out to make Puggy a star: ‘I just wanted a dog!

‘I annoyed a lot of my friends on social media as I filled my timeline with Puggy pictures. I put up a video of him in my office desk drawer with a story about how to destress at work – he had 200 followers in the morning, but by the time I got home from work, that post had a million views.’

Puggy and Nick’s careers took off from there. The cute pug had gifts sent to him; brands wanted to feature him to promote their wares, and Nick realised that he could make a career out of working with his pooch.

Now, Puggy has his own website selling branded goods and accessories, as well as being a brand influencer.

He has worked with pet food companies, promoted the film The Secret Life of Pets, and will next be working with Brooklyn Lager.

‘I will generally charge a mediumsized company £350 to £500 for an Instagram post. A pet with Puggy’s following can get £2,000 from a bigger company for a photo, or more for a really good video,’ Nick revealed.

Puggy and Nick also get free hospitality from dog-friendly hotels and restaurants in exchange for a post on Instagram or Puggy’s blog. The pug life has meant that the pair have moved out of London to a home in Kent, where their business is based.

Nick added: ‘I’ve been lucky in that my business plan is to spend as much time as I can with my dog. He earns enough to keep himself, and there’s enough left over for him to keep his butler – me! – as well.’