The story of Pet Declaration didn’t begin with a business plan. It began with a loss.
Years before the company existed, Gena Norris faced the heartbreaking task of finding a final resting place for her beloved Chihuahua, Poncho. She struggled to find a memorial that truly captured his presence and the bond they shared. In the end, she settled for a generic option that felt unworthy of a companion who had meant so much.
Little did she know that Poncho’s passing would set the course for her future.
That frustration eventually became the catalyst for change. Gena believed our companions deserve more than a generic container. Instead, they deserve a memorial that reflects who they were and the place they will always hold in our lives.
Driven by that belief, Gena transitioned from pet parent to inventor. In October 2017, Gena Norris founded Pet Declaration Inc. with a vision to create a completely different kind of pet memorial.
The innovation quickly moved from concept to reality. Pet Declaration filed for a patent in September 2018 and received approval in April 2019. The company received its patent in less than eight months, an exceptionally fast timeline compared with the typical patent process of 18–24 months. That approval marked an important milestone and confirmed the uniqueness of Gena’s invention.
Over the next several years, Gena and her team continued researching, developing, engineering, and refining the concept. The goal remained simple but ambitious: to establish a new standard for pet remembrance.
After nearly a decade of development, Pet Declaration officially launched on May 1, 2026, in Tampa, Florida, beginning with the Chihuahua—the breed that inspired it all.
THE STANDARD OF PERMANENCE
Pet Declaration creates pet cremation urns designed for specific breeds. Each memorial resembles the pet it honors.
A memorial can provide much more than a place for ashes. It can honor your pet’s face, reflect their personality, and help keep their presence in the room long after they are gone.
Our initial collection features Chihuahua memorial urns for both short-haired and long-haired Chihuahuas. We have also added a public poll to help determine which breed we should bring to the market next.
Each Pet Declaration memorial starts with medical-grade aluminum. We use a precision investment-casting process to produce the form. Then, we hand-polish every piece, inspect it carefully, and apply a durable powder-coated finish for added protection.
Most importantly, you can choose details that help the memorial resemble your Chihuahua. Select the head that looks most like your pet. Choose the posture you prefer that represents their spirit. You can also personalize other available features to create a memorial that feels uniquely theirs.
WHAT MAKES PET DECLARATION DIFFERENT?
Patented Neck Closure
Most generic animal-shaped urns open from the bottom. That design can limit the shape and make it more difficult to create a recognizable likeness.
Pet Declaration takes a different approach.
Our patented neck-closure architecture places the closure at the collar and neckline. This design allows Pet Declaration to create interchangeable head options and greater flexibility when developing breed-specific memorials.
As a result, families can select different head and facial configurations while maintaining the integrity of the primary memorial body.
Medical-Grade Aluminum
We selected medical-grade aluminum because it offers durability and resistance to corrosion. We produce each memorial through precision investment casting and carefully inspect every piece before applying its final finish.
Substantial, Lasting Quality
A Pet Declaration memorial weighs approximately 4.5 pounds, giving it a substantial presence in your hands and in your home.
We finish each memorial with a durable powder coating that provides additional protection. The solid sculptural construction also supports our goal of creating a lasting memorial.
These aren’t simply containers for ashes.
They are permanent memorial sculptures created to keep the presence of a beloved companion close.
A MESSAGE FROM OUR FOUNDER
“Grief is not just an emotion—it’s an unraveling. It’s the sudden absence of a presence that once filled your home and your heart. It leaves a hollow space where your beloved companion once lived.
After I lost Poncho, I realized that you never truly ‘move on’ from a love like that. You move with it.
I spent years developing Pet Declaration because I wanted to give other pet parents what I couldn’t find—a memorial that felt as substantial and as real as the love we carry for our pets.
I kept thinking, the world has been waiting for this; they just don’t know it yet.
Honor your grief, because it is sacred. It is a testament to the depth of your heart and the bond you shared.
Who knew that they would become our biggest joy—and, one day, our biggest heartbreak?
OUR PROMISE
We are starting with the Chihuahua breed known for its unmistakable personality, spirit, and place in the hearts of those who love them.
However, our vision extends far beyond one breed.
Pet Declaration plans to bring its breed-specific approach to all dogs, cats, and other beloved companion animals. Our goal is to create memorials that reflect who these animals are, rather than simply placing their ashes inside a generic container.
We aren’t just creating products.
We are creating a new way to remember.
When a pet has been part of your family, their final memorial should represent more than their ashes. It should reflect the companion you knew, loved, and will never forget.
It should bring their presence back into the room.
WELCOME TO THE FUTURE OF REMEMBRANCE
Gena Norris
Founder & Inventor, Pet Declaration Inc.
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