"I've always been curious about how things work and driven to find solutions rather than accept things as they are. Growing up in my family's antiques business gave me an early introduction to business and sparked this interest from a young age. Over time I became drawn to branding and storytelling. I saw how a strong identity could turn an idea into something people connect with. I was also inspired by the independence of entrepreneurship, and the chance to shape your own path."
"I've always loved solving problems creatively, especially in industries that felt outdated. For me, it's about balancing vision with execution: having an idea and figuring out how to bring it to life. On a personal level, I've always loved animals, so when it came to starting Fuzzball, it felt natural. It was a way of combining something I care about with improving how cats are fed and looked after."
Fuzzball launched in 2023 when five friends identified confusing pet food options and lack of real meat for cats. The company offers a subscription model with 20 protein-rich, real-ingredient products and won the Tomorrow Brand Challenge, a $250,000 prize for subscription growth. Eli Wachsmann cites a background in a family antiques business and a focus on branding and storytelling as foundations for entrepreneurship. The founders emphasize solving outdated industry problems, balancing vision with execution, and combining personal love of animals with improving feline nutrition. The founding insight came from one co-founder struggling to find trustworthy information online amid paid advertising by big brands.
Read at London Business News | Londonlovesbusiness.com
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