Emma Sadler’s Journey from Designer to Pet Storyteller

How personal loss and passion for storytelling sparked the creation of a bespoke, eco-conscious pet portrait brand

Emma Sadler founded Taleology after career challenges, blending personal storytelling with sustainable, hand-drawn pet portraits that celebrate individuality and foster community engagement. 

Emma Sadler, the visionary founder of Taleology, is an inspiring entrepreneur whose journey is marked by creativity, resilience, and a deep passion for storytelling. After experiencing setbacks in her career as a UX/UI designer, she took a bold leap into the world of bespoke pet portraits and storytelling. Taleology was born out of her desire to craft meaningful, personalized experiences for pet owners while honoring her late father’s artistic legacy. With each piece, Emma blends art and narrative, creating unique portraits that celebrate the individuality of beloved pets in a distinctive, minimalistic style.

Taleology is not just about portraits—it’s a testament to Emma’s commitment to authenticity, sustainability, and community. Her dedication to using natural materials and partnering with other small businesses highlights her mission to create a brand that “does good” in the world, rather than simply chasing profit. Emma’s willingness to engage directly with her customers, incorporating their feedback into new designs and products, has further strengthened Taleology’s reputation as a brand deeply connected to its audience.

Through this interview, Emma offers a candid glimpse into the challenges she faced and the motivation behind Taleology’s creation. Her story is one of innovation and determination, embodying the belief that art and personal stories can transform ordinary objects into cherished mementos. As Emma expands her brand into new horizons, including exciting plans for a storefront experience in New York City, Taleology continues to evolve as a testament to the power of creativity, community, and the unique bond between pets and their owners.

“The biggest challenge I would say was the unknown… I was producing art and the art was the core of the business. Art in any form is subjective and the only art I had seen really was with color.”

What inspired you to start Taleology, and how did you come up with the concept for the brand?

I was inspired to start Taleology for numerous reasons.

The first one was, I got laid off for the 2nd time in 2 years from my UX/UI design job. This time, 2024, it was not going to be as easy as in 2022. I knew it was time to pour my heart and soul into the business which had already had a test run that was successful.

The second one was, I wanted to have a tangible pet portrait of my dog Tommy but without color. I thought about when I was a kid trying to find my name in a souvenir shop and being unable to find it. I wanted to build an experience that wasn’t exclusively online and was inclusive for all pets.

The final one being my late father who was an incredible fine artist but never truly went after being one because he didn’t believe in himself. By taking a chance on myself I am sharing with him the potential he could have had if he were still here today.

Can you share some of the challenges you faced while launching Taleology and how you overcame them?

Biggest challenge I would say was the unknown. I wasn’t producing a novel product or something consumable. I was producing art and the art was the core of the business. Art in any form is subjective and the only art I had seen really was with color. I was very unsure if anyone would even like my artwork. Thankfully my first pop-up was a success and since then I continue to grow and find new mediums.

Another challenge which I am still working on today, is the social media landscape. Whether you like it or not you must be on social media. Whether it is advertising or building a community. I am still trying to figure out how to show up on it.

How do you ensure the quality and authenticity of the stories and products offered by Taleology?

I keep everything small business produced or made in-house. I am determined to use my brand to support other artists and small businesses when I can. So I source all my raw materials from other small businesses. I want Taleology to be for good and do good in this world and not just out for profit.

Another point was that I did not want to add to the plastic production and consumption. I made the choice to go with natural materials and non plastic in our products. So when I am building out a new product I always keep this in mind and we really try to stay as true as we can to this.

What sets Taleology apart from other storytelling or narrative-driven brands in the market? We are honestly still working on this as I feel it is an ever-evolving landscape.The beauty of our brand is it isn’t a one for all. It is a bespoke, unique experience just for you. No 2 items are truly the same with us even if we use the same artwork we hand-draw due to our use of natural materials.

We also are a big advocate for being a wholesaler to pet-influencers instead of them outsourcing overseas and allowing them to offer something more unique to their community. We are huge on community building and telling the stories of pets.

How do you envision the future of Taleology, and are there any exciting projects or expansions on the horizon?

I would love to do a pop-up storefront experience in NYC! We have some exciting ideas in the pipeline that would work really well for this as well as building a safe space for pet parents. Currently we are gearing up for the holiday markets but this means we pop up all over NYC with a focus in Brooklyn. Having a storefront would be huge for us in our community.

How do you incorporate customer feedback into the development and evolution of Taleology’s offerings?

Customer feedback is extremely important. I love using Instagram stories to gauge people’s interest in a new product as I typically do a few variations. Though sometimes even with feedback a launch may flop, but that is okay! I think it is much more important to engage your community and let them see that their feedback does count in shaping Taleology and you are willing to give it a try.

We also take their feedback and have made design changes when people email us about an issue they might have had. Even at pop ups I take peoples feedback on our display to ensure we are maximizing visibility.