About Us

it all began with a lost dog

Hi, I’m Rochelle founder of Smarter Pet ID, lifelong animal rescuer, veterinary practice manager, busy mum, and happily outnumbered by my own pets.

(That’s me with my youngest daughter, Ciara, and our four dogs: Bonnie - the inspiration and often missing Golden Retriever, and our foster‑fails Pracilla, Daisy, and Billy.

Like so many pet parents, I’ve felt that cold rush of panic when a pet slips out the gate, and I’ve had the last‑minute scramble for vaccination booklets I swore I’d put in a “safe place.”

After more than a decade in rescue and the vet industry, I’ve seen those moments of stress and heartbreak from every angle.

That’s why I created Smarter Pet ID, a small but mighty tool that brings calm to the chaos.

One scan gives a finder everything they need to get your pet home faster, ending the paperwork panic, the microchip doubt, and the “where on earth is that certificate?” search.

But it’s more than a tag. Our Pet Health Hub your pet’s entire story vaccinations, treatments, weight history and goals, documents, and emergency contacts all organised in one place for total peace of mind.

Supporting local animal rescue groups has always been part of me and my mission. The everyday heroes who run sausage sizzles, bake sales, raffles, and adoption days to raise money for vet bills, desexing, and the animals no one else steps up for.

Together, we can protect the pets we love and help give vulnerable animals a second chance at the life they deserve.

Rochelle xo

Hi, I’m Rochelle — founder of Smarter Pet ID, lifelong animal rescuer, veterinary practice manager, busy mum, and happily outnumbered by my pets.

Smarter Pet ID was born out of a very real need — and a whole lot of heart. After over a decade of working with rescue groups, fostering 100's of rescue animals, running a busy vet clinic, and trying to stay organised with my own beloved pets, I kept running into the same problems. Lost vaccination records. Pets going missing. Emergency details no one could access. I knew there had to be a better, simpler way.

I created Smarter Pet ID for pet parents like me — the ones who love deeply, care fiercely, and sometimes feel overwhelmed trying to keep it all together. This is for those of us who choose calm over chaos. Who just want a little more peace of mind, and a smarter way to stay on top of it all.

This brand is my baby. It’s built on everything I believe in: compassion, simplicity, and giving back. Every collar supports animal rescue groups, because I’ll never stop fighting for the ones still waiting for their forever homes.

Smarter Pet ID isn’t just a collar — it’s a small but mighty tool to help you feel confident, prepared, and connected to the pets who mean everything to you.

I look forward to Welcoming you to the pack.