One local woman and her pup found a quick solution to a problem she assumed affected only her. But that simple idea soon became a product that would help millions and transform the pet grooming industry.
Debra LoFranco, the proud founder and CEO of De’Vora Pet Products, transitioned from a marketing professional to launching a pet product brand now sold through Chewy, Amazon, Tractor Supply, Ace Hardware, Kohl’s, and other retailers nationwide.
And it all started with a scratch pad.
LoFranco shared that her dog once had a traumatic experience at the groomers, getting clipped incorrectly and requiring sedation. Concerned about preventing future incidents, she began searching for a nonrestrictive way for her dog to trim his own nails.
“I did some research on what would work, and there was absolutely nothing on the market,” LoFranco said. “So out of pure need, I invented a device that allowed him to trim and file his nails on his own. I really didn’t think much of it, it was just something that worked for us.”
But in November 2018, LoFranco was laid off from her full-time marketing job, and her priorities shifted. She began to reconsider the potential of her invention.
“I thought, ‘If this works for us, it will probably work for others too,’” she said. After research and development confirmed there was nothing like it, she submitted a world patent application and it was approved.
By 2019, everything started to come together. Armed with her idea and the original scratch pad, LoFranco traveled to Las Vegas to audition for “Shark Tank.”
“When I casted, it was still just the idea. There was no production, no marketing, not even a business name. But the casting director told me, ‘This is a slam dunk. I need this. The world needs this.’ I said, ‘OK, give me time to make it a real product,’” LoFranco said. “It was a challenge, but since the Shark Tank casting team sees a million products, if one of them thought it was viable, I knew I had to make it happen.”
That encounter sparked the start of her business. LoFranco registered her LLC in New Jersey that same day and began fully investing in De’Vora. She started manufacturing and selling products focused on nonrestrictive grooming, protecting homes, and maintaining pet health and wellness.
She began with the original scratch pad and gradually expanded the line, introducing advanced versions and entirely new products, turning De’Vora into a go-to brand for pet owners everywhere.
“Our products are nonrestrictive and more fun,” LoFranco said. “They allow animals to behave naturally, trimming their nails in a way reminiscent of their wild ancestors, while still being domesticated. It’s also very enriching for their brains.”
In addition to nail-trimming products, De’Vora manufactures pet treats at its Pleasantville location. LoFranco said the company plans to expand its health-conscious, natural pet food and treat options within the next year.
LoFranco credits much of De’Vora’s growth to the support of the South Jersey community.
“We were fortunate to start locally, going to fairs and farmers markets for the first two years,” she said. “Locals would share videos of their pets using our products, which helped us reach more people online. Word of mouth was huge, the community built us and supported us all the way.”
Now, after years of hard work, De’Vora is gaining national recognition.
“Going on ‘Shark Tank’ felt like a full-circle moment. In 2024, I reconnected with the same casting director who first encouraged me. Seeing what I had accomplished and then getting to meet and talk with the Sharks was incredible. It felt like I had reached the goal I set when I started.”
Viewers can currently watch her journey and pitch on the Shark Tank Global YouTube channel.
Showing on Shark Tank has helped De’Vora grow from a personal invention into a global brand, now offering over twenty products focused on non-restrictive grooming, health, and enrichment.
De’Vora’s commitment to innovation has earned accolades, including Best Grooming Product, Best Boutique Line, and Most Innovative Product from Pet Business. The brand has also been featured on Good Morning America and QVC.
“Starting De’Vora was never about money,” LoFranco continued. “It was about building a company focused on supporting the community and strengthening the bond between pets and people.”
With a simple idea born from love for her dog, LoFranco transformed a personal solution into a brand that is changing pet care nationwide. Supported by her South Jersey community and fueled by innovation, De’Vora continues to grow, bringing nonrestrictive, enriching products to pets and peace of mind to their owners.
For LoFranco, the journey is just beginning, and the best is yet to come for pets and their people everywhere. To mark the Shark Tank milestone, De’Vora will launch several new products on Feb. 21 that are sure to please the animals and humans alike.
