Penny Ruthberg
Penny is a Tasmanian artist working out of a converted tin shed, making sculpture, ceramics and drawings about the bond between people and dogs. Her dog figurines were getting attention on social media, and she wanted to sell properly rather than through DMs.
The site is built like a gallery: white space, big images, barely any marketing copy. Underneath it’s a custom WooCommerce shop, so she owns her listings and pays no platform a cut. Two details were her own idea: a dog-shaped cursor on every link, and a holiday mode that closes the shop with one switch while she’s away.