Meet Yana Sinkevich | Founder & CEO

We had the good fortune of connecting with Yana Sinkevich and we’ve shared our conversation below.

Hi Yana, we’d love to hear more about how you thought about starting your own business?
Early in 2023, my dog, Tsar, began to struggle with itchy paws he would lick raw, frequent hot spots, and a chronically inflamed, gooey eye. After consulting several veterinarians and specialists, he was prescribed allergy medication and anti-inflammatory steroids; however, I felt we were just putting a band-aid over the problem, and I was concerned about the long-term side effects of these medications. Wanting to get to the root of his health issues, I immersed myself in reading anything I could find on optimizing his wellbeing. What I discovered was shocking: most pet products aren’t regulated for safety or quality, and many are contaminated with toxins linked to allergies, endocrine disruption, cancer, and more. Similar to humans, exposure to these chemicals can cause disease in dogs, but they get sicker faster due to their shorter lifespans. I knew I needed to switch to non-toxic alternatives to his everyday essentials—like his shampoo, supplements, and treats—not only to help with his allergies but also to improve his overall wellness and help him live a healthier, longer life.

But I struggled to find effective options on the market—let alone a retailer I could trust. Many products marketed as “natural” or “healthy” just didn’t work and even made his symptoms worse. On closer inspection, I found questionable ingredients, unclear sourcing practices, and a lack of quality control. After months of research and trial and error, we finally found products that worked, and Tsar’s itchy paws, hot spots, and eye irritation disappeared. Our journey wasn’t easy, but my commitment to helping him live a happy, healthy life made me passionate about helping others to do the same for their pets.

That’s why I created The Hearty Paw – a trusted platform where pet parents can find gentle and effective products for their furry friends. Our assortment is comprised of the safest products available on the market and supported by extensive scientific research, expertise, and even third-party certification. For example, many of our supplements have a quality seal from the National Animal Supplement Council which enforces safety, quality, and consistency standards to ensure quality control, labeling accuracy, product testing, and adverse event reporting. Pet supplements are otherwise not regulated, so they can contain health-harming ingredients and may not actually include the ingredients listed on their labels. How scary is that?

Sustainability is also a key component in everything we do – from product selection to packaging. Natural and lower-impact materials are a priority in our product selection process. Many of our toys are made from biodegradable organic cotton or wool. Many of our products incorporate eco-friendly packaging and use recycled materials. We’re not only dedicated to you and your pet but also the planet.

Recognizing how confusing the wellness journey can be, we’ve made it as easy as possible for you to find the right products and answers. We’ve created tools like our Personalization Quiz where you can tell us about your pet and get customized recommendations based on his or her unique needs. For example, if you have a German Shepherd who struggles with separation anxiety, digestive issues and skin allergies, and loves fetch, we’d recommend: a hip and joint supplement (as German Shepherds are prone to hip dysplasia); pre and probiotics to support the gut and promote calmness (gut health is linked to mood in humans and pets!); a gentle shampoo with oatmeal to ease itchiness; and of course, a frisbee. We’ve also created a wealth of educational resources throughout our website, covering topics such as the importance of a healthy diet, exercise, mental stimulation, lowering exposure to toxins, and more.

Our pets are members of our family, and they deserve to live the fullest and happiest lives possible. At The Hearty Paw, we are committed to empowering pet owners to make the best choices and keep their pets healthier for longer.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
What truly sets us apart from competitors is our authenticity. The Hearty Paw is a mission-driven organization committed to helping pets live their healthiest, fullest lives. Unlike large corporations that prioritize profits, we always put our customers—and their pets—first. Many of our competitors have expanded into animal pharmaceuticals and veterinary services instead of raising their product standards. We’re taking a different approach. By leveraging in-depth research and expert guidance, we’ve curated a selection of products you can trust, rooted in our core principles of quality, safety, and sustainability. We would never sell anything we don’t personally stand behind, and most of our products are ones I use for my own dog, Tsar.

Innovation and personalization further set us apart. By leveraging cutting-edge technology, we’re creating tools that provide new and improved solutions to meet everyday pet care needs. Our Personalization Quiz harnesses thousands of data points to quickly recommend the best products for your pet, saving you the hassle and guesswork of shopping at our competitors. We understand that every pet is unique, and as we continue to introduce new products and services, hyper-customization will remain a top priority. Our dogs come in all shapes, sizes, and personalities, and we’re here to meet their unique needs.

At The Hearty Paw, our goal is simple: to be the retailer of choice for pet parents who want nothing less than the best for their most loyal companions.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
As a Miami local, the beach is always my go-to suggestion! Beyond that, I highly recommend taking a scenic walk around Key Biscayne, exploring the Frost Museum of Science, or enjoying a day out on the water with a boat ride. When it comes to dining, some of my top picks include Uchi in Wynwood for its incredibly fresh sushi and COTE in the Design District, which is an outstanding steakhouse renowned for its premium cuts of meat. Cipriani Downtown in Brickell also never disappoints with its classic Italian dishes and exceptionally warm and attentive service staff.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’d like to dedicate my shoutout to my parents, who sacrificed everything to give my sister and me a better life. To my mother, who taught me compassion and kindness, and to my father, who taught me grit and discipline. In 1998, we left Belarus and moved to the United States through the Green Card Lottery. My parents knew little English and hardly anybody here, but they left behind the comfort of everything they had ever known in the pursuit of The American Dream. I watched them persevere through countless challenges and build a new life here, including starting and running their own successful businesses. Their resilience, courage, and incomparable work ethic always pushed me to make them proud. Without their example and sacrifices, I know I wouldn’t be where I am today and for that, I have immense gratitude for them. God and my family are my greatest sources of inspiration.

Website: https://www.theheartypaw.com

Instagram: https://www.instagram.com/theheartypaw