About Our Flagship Shop

Bone Idol was created in 2016 from a belief shared between three friends, that every dog deserves to be healthy, happy and fabulous.

Healthy at Bone Idol means great quality foods, naturally healthy treats, grooming services and wellbeing products to keep your dog in tip top shape. Your dog will always come first at Bone Idol. 

Happy is a wagging tail, and the team at Bone Idol will always work to make your dog’s every visit to our flagship shop in Brighton the best one yet. Your dog’s happiness will always be a priority in the way we run our business. For example, we only hand strip with two groomers and limit the amount and time for intense grooming practices like de-matting. To find out more check our policies and blog posts to find out more.  

Fabulous is what we do! From bespoke custom cuts and Asian fusion grooming, a curated collection of products in-store, limited edition ranges and bespoke products, handmade in Brighton collars and leads, 100% natural treats, the very best food, engaging toys for you and your dog, fashion and trend ranges and great customer service.


Bone Idol Brighton is our flagship shop based in central Brighton, in the heart of the city on St James’s Street.

When it comes to choosing products, we test and evaluate every product and we aim to find and source products you can always buy with confidence. With six amazing dogs in our families, we always try everything with our pets first. We want you to be able to choose and buy for your dog like you would for yourself by offering variety, style, fashion and always quality.

At Bone Idol we will always share our knowledge and experience. We want to help you have the best life with your amazing pet. We do the investigation and research, using leading industry experts, so you don’t have to.

Trust us to do the hard work.

Bringing you quality products. 

Our independent shop is a pet owner's paradise in the oldest shopping street in Brighton. We love dogs! (cats too) and hope you and your dog will love visiting our beautiful shop. We only stock food and products that we'd use ourselves.

Vivian Nicholas Collection:

This is something we are very proud of. Our Bone Idol team and Vivian work closely together to create seasonal collections of collar and lead sets.

Inspired by fashion trends and made from quality materials giving you the chance to step out in style with your dog. This range also includes an exciting Harris Tweed collection and our exclusive Pride sets.

Dogs and Horses:

What can we say but wow! We love the high quality craftsmanship that goes into these leather collars and leads.

Launched in 2006, Dogs and Horses creates the finest handmade leather dog accessories in the UK. They have taken the traditional and added, in their own words “Some flair”. Some style. A modern vibe. Something fashion-led. Because, you know, fashion is about statement."


Natural Treats:

Bone Idol has a large range of 100% natural training treats and even some meat free chews and reward treats. Our range will allow you to easily plan and incorporate them into your dog’s diet.

Bone Idol Dog Food:

When we launched the shop, we also announced our very own dry dog food. This has gone so well in our Brighton flagship shop that we now made the larger bags available to buy online with free delivery!


We are exceptionally proud of our grooming skills and expertise. We provide everything from a nice bath and brush after a day on the beach, to a fabulous full treatment. We have a whole section of our website dedicated to Grooming.

So pop in and see us, we'd love to meet you (and your dog).

Our Lovely Team

We are more than just an online business and shop selling quality food and amazing products and more than just a brilliant grooming parlour.  We are part of the local community here in Brighton.

The team at Bone Idol are delighted to help with any queries you have, and we will always strive to give you the most informed advice relating to your pet's health & wellbeing.

If we don't know the answer, we always do our best to find out from our trusted contacts in the industry.