Small Retail Business Spotlight: March 2026

Tell us the story of how your business started. What inspired you to open your doors?

I started Bundle x Joy after struggling to find quality, allergy-friendly food for my Great Dane Winston. After over a decade of working in the pet industry, I saw the need for a gut-health pet brand, alongside a purposeful approach to giving back and celebrating the people behind the pets. 

Jess Berger Founder & CEO, Bundle x Joy Phoenix, Ariz.

What makes your business unique in your community or industry?
Bundle x Joy was intentionally built with women in mind, recognizing that women make over 80% of pet purchasing decisions, yet very few pet food companies are female-founded. Our community has rallied around our mission to chase joy for pets and people while supporting a brand that invests back into women entrepreneurs and purposeful community impact. 

What’s something about running a small retail business that people might be surprised to learn?

People often see the wins, but they don’t see the years of blood, sweat and tears behind them. Running a small business means constantly learning, pivoting and finding creative ways to keep pushing forward, even when the hard decisions become the right ones.

Apply to be featured on NRF's Small Retail Business Spotlight

NRF's monthly spotlight program elevates the personal stories of small business owners. Read more on eligibility, selection and apply to be considered.