A dog food business set up by the Princess of Wales‘s brother appears to be facing challenges with assets falling more than £200,000. James Middleton turned his attention towards the new venture, Hello Ella, after the collapse last year of his personalised card and gift company Boomf, which had accumulated almost £2million in losses.
Among its products, Hello Ella sells raw and cold-pressed dog food as well as air-dried treats. The company is named after Mr Middleton’s beloved spaniel, Ella, which died in his arms earlier this year.
Prince William’s brother-in-law wrote movingly about the loss on the Hello Ella website, noting: “When I first got Ella, she was immediately the most loyal companion I could have asked for.
“All I had to do was care for her. It was, in my eyes, the best deal I’ve ever made. Rest in peace Ella. You will always be remembered and your legacy will live on forever.”
He has also opened up in the past about how his dogs helped to save his life during a mental health crisis.
Now Mr Middleton’s business faces challenging news with Hello Ella’s assets down to just £92,510 from the previous year’s £334,591.
Undaunted, Mr Middleton, 36, told MailOnline’s Eden Confidential: “I’m in a business that I love.”
He added that Hello Ella is a young company which has the backing of an impressive team of investors.
News of the company comes after Mr Middleton announced he and his wife, Alizee Thevenet, are expecting their first child.
Mr Middleton shared a series of photos on Instagram of Alizee and his dogs with the caption: “We couldn’t be more excited … well Mable might be.
“It was a very difficult start to the year after losing my beloved Ella however we will end the year with the most precious little addition to our growing family.”
