From bond to brand: the story behind OMNIAGIOIA’s ethical pet designs

OMNIAGIOIA represents a rethinking of pet design, born from a deep-seated commitment to sustainability and a profound connection to the emotional and practical needs of pets and their owners. In this interview, founders Daria Lo Giudice and Ileana Ciamarone share the journey that led them to create a brand that challenges the norms of a wasteful and often extravagant pet market.

By blending personal stories, innovative design practices, and a relentless focus on environmental responsibility, OMNIAGIOIA has become a testament to how thoughtful design can transform not only the lives of pets but also the broader perception of what sustainability can achieve. Through their work, Daria and Ileana invite us to rethink consumption, foster deeper bonds with our pets, and envision a future where beauty and purpose coexist seamlessly.

What inspired and led to the creation of the OMNIAGIOIA project?

Daria Lo Giudice:

“OMNIAGIOIA was born from a blend of personal experiences and necessities. As best friends living together in Milan, Ileana and I navigated challenging times, always sustaining each other with the same unwavering energy. Gioia, Ileana’s dog, became a central figure in our story. We found her 17 years ago in the countryside near Pescara (Italy), and the profound love and bond that come with having a furry friend can only be fully understood through experience.

After the pandemic, I longed for a gift from life—a female dog descended from a wonderful dog I had known through an ex-boyfriend. He had once promised me a puppy if Yana, the dog’s mother, ever had a litter. That promise materialized, and Omnia, my beloved Staffy, came into my life. Meanwhile, Ileana returned to Pescara after eight years in Milan, rebuilding her life by the seaside following a divorce. At the same time, I was creating a piece of art that would later win recognition, securing 5th place worldwide in the Biennale Prize for Sustainability. The artwork involved collecting and repurposing plastic waste into a powerful symbol, a practice that deepened my awareness of environmental issues.

As a new pet parent, I noticed a troubling pattern when shopping for Omnia’s necessities. The pet market was flooded with low-quality products and wasteful materials, while luxury brands offered overpriced, extravagant items for pets. There was no middle ground—no thoughtful, eco-friendly, or ethically made essentials for welcoming puppies. It was then that the glaring disconnect between the growing pet market and sustainable practices struck me. I thought, How is it possible that no one has addressed this? We love our pets, yet we contribute to massive waste using non-recycled materials.

The idea crystallized: create a line of functional, essential, and aesthetically pleasing pet products made entirely from recycled plastic waste. PET plastic, derived from single-use items like bottles and cutlery, is one of the least recycled materials, and transforming it could make a real difference. Around this time, Ileana, who had left her job in fashion and dreamt of opening a dog sanctuary, was searching for a meaningful project. I was working as a freelance designer in Milan and renovating a countryside property to call home. When I shared my vision with her—a sustainable reimagining of the pet product market—she paused, then said, “I’m in. Let’s do it.” And that’s how OMNIAGIOIA began.”

What is your perspective on the market, and what makes you believe there is a place for a project like yours?

Ileana Ciamarone:

“The current trajectory of the pet market suggests that the tendency to overconsume and generate unnecessary waste for our furry companions will only increase unless a shift occurs. This unchecked consumption, driven by a system prioritizing luxury and excess, risks leading to an alarming overuse of plastic and non-recyclable materials, alongside the continued production of new, resource-intensive materials. This realization inspired us to take action—creating products that embody the principles of reuse and recycling.

Through thoughtful design, we aim to elevate waste, transforming it into objects of dignity and purpose. We’re encouraged by the growing interest in our project and remain optimistic that we will garner further support to pursue greater goals, particularly in raising awareness about sustainability and responsible consumption.”

You emphasize the theme of sustainability. What elements are you working on to uphold this commitment?

Daria Lo Giudice:

“We are working to extend our philosophy into the world of interior design, bringing OMNIAGIOIA’s ethics and aesthetics into homes on a larger scale. By collaborating with like-minded partners who share our vision and commitment to sustainability, we aim to create meaningful impact beyond our core products. In addition, we are planning events to foster greater awareness and engagement.

These include initiatives like organizing plastic collection drives on beaches and shedding light on the conditions of city kennels. For us, sustainability goes beyond recycling—it’s a mindset that also encompasses caring for abandoned animals and discouraging support for unethical dog breeding practices.”

Considering that 3D printing is now widely accessible on a large scale, how do you plan to differentiate your brand in the long term?

Ileana Ciamarone:

“That’s an interesting question. Our encounter with 3D technology felt like fate—it turned out to be the perfect solution for what we were seeking. While it’s becoming more accessible, we’ve noticed it remains underappreciated and still feels “alien” to many outside the design field. Our goal is to continue innovating by designing new products, improving or reinterpreting our creations, and exploring collaborations with other designers.

We’re also keen to experiment with new recycled materials and expand into home design, including large-scale furniture. Who knows? One day, we might even design an entire house—3D printed, of course, using exclusively recycled materials. We’re equally intrigued by other emerging technologies and plan to explore them further as we continue to grow and develop.”

Your products are designed for “clients” who cannot offer direct feedback. How do you approach the design process? What key factors do you prioritize when developing products for pets?

Daria Lo Giudice:

“We dedicated extensive time to studying and testing our products to ensure their quality and functionality. For those who have pets, it’s almost second nature to understand what your dog is experiencing or thinking—much like with a close friend, where words aren’t necessary to grasp what’s happening. Our testing process was thorough and safe. We observed whether dogs could intentionally or accidentally damage the products during play and evaluated the effectiveness of features like anti-choke extrusions in bowls to address rapid eating. We also assessed whether the knitwear effectively mitigated the discomfort caused by cold weather.

These trials, conducted with our pets and other furry friends, gave us valuable insights. After a year of prototyping, we launched products that demonstrated tangible benefits for pets, such as improved safety and comfort, and delighted their owners with functional, customizable, and ethically made designs. Above all, our products are designed to be safe for everyone. As we develop the OMNIAGIOIA 2.0 collection, our focus shifts toward enhancing the bond between pet owners and their pets. While we can’t share too many details just yet, we believe that, as always, necessity remains the mother of invention. With consistent observation and dedication, every process can evolve for the better.”