Barkity Market’s Journey Through Start-Up Circle

Written by Shelly West

When Janet Nicolai first imagined Barkity Market, it was little more than an idea, one she carried with her for years. Like many great small businesses, it took an unexpected moment to bring it to life.

That moment came during the COVID-19 quarantine.

With extra time at home, Nicolai began experimenting and refining recipes, testing materials, and developing the treats and toys that would eventually define Barkity Market LLC. What started at her kitchen table quickly grew into something more purposeful. Driven by concerns over the safety and quality of mass-produced pet products, she committed to doing things differently.

Barkity Market would offer pet items made from local, human-grade, USA-sourced materials, products designed not just for enjoyment, but for peace of mind.

“I wanted pet owners to feel confident in what they were buying,” Nicolai explained. “Our pets are family.”

That commitment to quality became the foundation of her business, but turning a passion into a sustainable venture required more than a great idea. In 2021, Nicolai joined the first cohort of the Start-Up Circle program, an initiative sponsored by Realize Bradenton that played a crucial role in helping her build and launch Barkity Market, inspiring other entrepreneurs to pursue their goals.

For Nicolai, the experience was transformative.

As a first-time business owner, she entered the program with questions, especially about the legal and financial side of entrepreneurship. “I wanted to make sure I was setting everything up properly,” she said. “The class gave me the basics I needed and empowered me to make informed decisions.”

From understanding licensing and taxes to choosing the right business structure, the program provided a roadmap that helped turn Barkity Market into a legitimate, growing enterprise.

Like many small business owners, Nicolai soon faced a challenge: demand.

As Barkity Market gained popularity, it became clear she could no longer produce everything on her own. But outsourcing came with a dilemma. Wholesale purchasing didn’t align with her mission to support local craftsmanship and maintain quality.

The solution came from lessons she learned in Start-Up Circle.

Using her knowledge of pricing and margins, Nicolai began collaborating with local makers, paying them fairly to create products that met Barkity’s standards. What started as a workaround became a defining feature of the business.

Today, Barkity Market is more than a brand; it’s a collective.

“I’ve mentored other makers, many starting their own businesses,” Nicolai shared. Her outreach has inspired others to support local entrepreneurs.

That sense of connection extends beyond her fellow entrepreneurs to her customers as well.

At the market, Nicolai has built more than a customer base. She’s fostered a loyal community of pet lovers and their dogs.

“I’m told that when I’m not there, the dogs still come and stand where the water bowl usually is,” she said with a laugh. “They look sad.”

Moments like these have reshaped her perspective on business. What began as a product-focused venture has evolved into something deeply relational, rooted in trust, familiarity, and shared love for pets.

As Barkity Market continues to grow, Nicolai still leans on what she learned in Start-Up Circle. Notes and materials from the program remain a resource she revisits often, especially as new challenges arise.

“Things that didn’t apply to me at the time are valuable now,” she reflected.

Perhaps just as important as the curriculum, though, are the connections. Nicolai remains close with members of her original cohort, and she actively supports other program graduates, encouraging them to grow their businesses and fostering a sense of community among local entrepreneurs.

“The Start-Up Circle is such a wonderful connection for business owners,” she said. “There’s always that shared understanding.”

From a long-held idea to a thriving, community-centered business, Barkity Market is a testament to what can happen when passion meets opportunity and when entrepreneurs are given the tools and support to grow.

For Nicolai, success isn’t just measured in sales.

It’s in the wagging tails, the familiar faces, and the network of makers and dreamers growing alongside her.