Our Starter Company Plus program is funded by the Ontario Government and delivered by the Small Business Centre of Barrie, Simcoe County and Orillia. The program is designed to help entrepreneurs start, grow, or buy a business. Participants receive mentorship from experienced business professionals, valuable training and networking, and the opportunity to pitch for up to $5,000 in micro-grant funding.
The Small Business Centre team is excited to share the companies that completed the program this past June 2025.
Meet Annamarie Marcello and PetRoam
PetRoam is a pet brand focused on creating AirTag collars and harnesses designed so you’ll never lose your dog . PetRoam is for escape artists, adventurous off-leash pups, and dogs in training; built with real durability, real function, and real peace of mind. The collars integrate a secure AirTag holder into a heavy-duty, comfortable design, allowing owners to track their pets' whereabouts at all times. It is compatible with Apple AirTags, Samsung SmartTags 1, and Tile Trackers, ensuring usability for all phone user types. Made from the highest quality neoprene and featuring a heavy duty metal buckle, quick-release clasp, and emergency handle, these dog collars offer more than just a tracking solution, they are an everyday essential, especially for active dogs and owners.
Interview with Annamarie
- What inspired you to start your business?
Before PetRoam, I tried everything. I was desperate for a collar that could keep up with my dogs’ antics and the only collars that could help me with an escape artist dog were bulky, subscription based, not suited for the Yellowknife winters (where I lived at the time), or just didn't feel safe or reliable enough. Invisible fencing froze. Microchips only can help after a dog is caught (plus impound fees?! No thanks). I wanted something that worked before it was too late—something simple, smart, and made with intention that was suitable for everyday wear. So, I pulled out my old sewing machine, taught myself about stitch types, and began designing collars by hand, just for Nova and Mylo at first. What started as a solution for my escape artist slowly turned into something bigger: a brand rooted in real life dog parenting, built on love, instinct, and a whole lot of trial and error.
That fear, that gut punching panic of losing your dog, is something I’ll never forget, and the reason I’ve made it my mission to protect others from it.
- What services/products do you offer?
PetRoam offers a range of AirTag-compatible products, including tactical collars, martingale collars, tactical harnesses, double handle leashes, and even cat collars. Designed for durability, comfort, and functionality, these products help pet owners easily track their pets while ensuring security and reliability. Built with the highest quality materials and heavy-duty construction, they’re made to handle any adventure.
PetRoam collars are more than just an everyday collar, they’re an upgrade in every way. Designed for pet owners who want safety, durability, and functionality without compromising on size, style, or comfort. Unlike bulky GPS collars that require constant charging and expensive subscription fees, PetRoam collars offer a one-time solution that works effortlessly, giving pet owners reliable tracking without the hassle. Made from high-quality neoprene, heavy-duty metal hardware, and reinforced stitching, my collars are built for rugged adventures yet are soft and comfortable enough for everyday wear. PetRoam collars are an essential upgrade, offering the same familiar fit as a standard collar but with next level security that gives pet owners peace of mind, no matter where their pets roam.
PetRoam is for the bold. For the stubborn. For the ones still learning recall. For the ones who get “zoomies” in the middle of nowhere. For the escape artists with hearts full of freedom. And for the people who would follow them to the ends of the earth... just to bring them home. Because now, they don’t have to do it alone.
- What makes your business unique?
PetRoam’s brand story is built on real experiences and heartfelt connections with pets. As part of its continued commitment to comprehensive pet care, PetRoam donates a portion of proceeds from every sale to the SPCA, supporting animal welfare and rescue initiatives.
PetRoam is all about protecting adventurous dogs, without holding them back. Every collar, harness, and leash is made with durable, premium material, designed specifically for dogs who love to explore but need a little help staying safe. Every product is personally tested and hand packed.
What sets PetRoam apart is my commitment to combining functionality, style, and durability into one product. The collars are designed to withstand even the most adventurous dogs, making them perfect for pet owners who enjoy hiking, camping, or other outdoor activities with their pets. With a focus on comfort and safety, my collars are built to handle both rough play and everyday life.
At PetRoam, I believe in a future where no pet gets lost, where every dog has a collar that serves not just as a simple accessory, but as a reliable safety tool. My goal is to provide pet owners with worry-free adventures, knowing their pets are safely within reach, no matter where they roam.
- How did you come up with your business name?
Some dogs are born to run. Mine was born to vanish.
My rescued husky, Nova, didn’t just escape once—she made it an art form. Over fences. Under gates. Through screen doors. One time, she even blasted through a window screen I had left open while at work. She is a master level escape artist, with adventure seeking eyes and a wild soul that refuses to be contained. I’ve chased her down in snowstorms, barefoot in summer heat, flashlight in hand in the dead of night. And every time she slipped away, my heart stopped. Every time, the fear hit like a freight train: What if this is the time I can’t find her? Because I knew what could happen; the car on the roads, the wildlife, the cold. Especially in Yellowknife, where I lived for 5 years and where this all began, where winter isn’t a season, it’s a survival test.
That fear is something I’ll never forget, and the reason I’ve made it my mission to protect others from it.
That’s why I created PetRoam—named after the very thing that terrified me the most: pets that roam. The name is a reminder of Nova’s spirit and the mission behind the brand: to give peace of mind to every pet owner, no matter where your pet may roam.
- What is the most surprising thing you’ve learned about yourself through your entrepreneurial journey so far?
That I’m far more resilient and capable than I gave myself credit for. Building something from scratch takes grit, and I’ve learned to believe in my ideas even on the tough days.
- If you could offer one piece of advice to others thinking of starting their own businesses, what would it be?
Start with something that matters to you, and chances are it will matter to someone else too. You don’t need to be a big team or have investors lined up, just start. People connect with truth and passion far more than perfection.
- What is a dream opportunity or collaboration you’d love to have come your way?
I dream of PetRoam becoming a trusted name on the shelves of major pet retailers like Pet Valu, Ren’s Pets, or Global Pet Foods. A partnership with outdoor pet brands like Canada Pooch would be a dream. But more than anything, I hope PetRoam becomes the collar every new dog owner recommends to the next-because it gave them peace of mind during the scariest “what if” moments.
- What do you hope to achieve from the Starter Company Plus program?
I hope to gain guidance in scaling my business in a way that maintains its heart. I am looking for mentorship, visibility, and support in expanding PetRoam’s reach, getting these collars into the hands of more dog parents who need them, and into the stores where they’re looking. This program is my next step in turning something deeply personal into something powerfully impactful.
Explore PetRoam Today
To learn more about Annamarie and PetRoam, you can reach out via email at info@petroam.com or head to petroam.com. Follow PetRoam on social media to stay informed about their services.
Facebook page: facebook.com/PETROAMSHOP
Instagram: @petroamshop
TikTok: @petroamshop
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Learn More About the Starter Company Plus Program
To learn more about the Starter Company Plus program, reach out to the Small Business Centre of Barrie, Simcoe County & Orillia today at smallbusiness@barrie.ca or 705-720-2445, or visit the program info page.