About us

🐾 Meet the Makers

The Heart Behind Jema + Jaxx

Hi! We’re Tracy & Bruce Crooks, the proud creators of Jema + Jaxx. We’ve called Moose Jaw home for nearly forever, raised our three amazing kids in a big, old character house, and have shared our lives with many beloved fur babies over the years — all of whom we miss dearly.

These days, we’re semi-retired and living life on our terms: working on something we love, traveling in our Class A motorhome, and spending as much time as we can with our Shelties, Jema and Jaxx, the true inspiration behind our brand.

🐶 Inspired by Our Dogs

Jema (our wise sable girl) and Jaxx (our energetic blue merle) are more than pets — they’re part of the team. Whether we're hitting the road, hiking through nature, or just enjoying a walk in the park, they remind us why quality dog gear matters.

Jema + Jaxx is built around a simple goal:
To create the best customizable Biothane collars and leashes that make it a joy to walk, train, and adventure with your pup — no matter where life takes you.

💡 Meet Tracy

Tracy is the creative force behind the brand. From teaching Zoom yoga to crafting jewelry and upcycled furniture, she's always dreaming and doing. Building a dog gear brand was a natural step — combining her love for animals, design, and family.

🔧 Meet Bruce

If it needs to be built, Bruce is your guy. From home renos to hot rods, he brings Tracy’s ideas to life — and has a real talent for craftsmanship. He’s retired (5 years and counting!), but you’d never know it with how much he’s always creating.

🐾 Meet Jema & Jaxx

Jaxx (4-year-old Blue Merle Sheltie): The silly one. Full of energy and personality.
Jema (5-year-old Sable Sheltie): A little older, a little wiser, and always watching over the crew.

Even our grandkids, MacKenzie and Beau, get involved — helping with training and taking the dogs for long walks in the parks around Moose Jaw and on trips to Saskatoon.

❤️ Why Biothane?

We chose Biothane because it's the most durable, easy-care material out there. It looks and feels like worn-in leather, but it's:

Waterproof
Washable
Odor-proof
Super strong
Low maintenance

It’s built to last for years — and looks beautiful doing it.

Thank You

We're so grateful to share our passion with you. It brings us joy knowing your pup is safe, comfortable, and stylish in Jema + Jaxx gear.

🐶 Follow us on Instagram to see more behind-the-scenes, dog photos, and adventures on the road!

Connect with us

Thanks so much for visiting our website. If you have any product-related questions or just want to connect with us, please shoot us a message on our contact page or DM us on Instagram. We'd love to hear from you!