On Friday, 17 October 2025, Petworld stores across the country joined hands — and sunglasses — in a cheerful show of support for Shades Day, a national awareness initiative benefiting the South African Guide Dogs Association.
While the occasion may not have filled every store with crowds, it filled every team with pride, laughter, and unity. Pet parents and staff alike took part in the moment, turning an ordinary day into one full of purpose and heart.
When a Sticker Means So Much More
Shades Day is built on a simple idea: wear your shades, buy a sticker, and support the incredible work of the South African Guide Dogs Association. These aren’t just cute tokens — each sticker represents a commitment to accessibility, inclusion, and the life-changing bond between a person and their guide dog.
Across our stores, 1,034 stickers were sold, raising an incredible R18,680 — every cent of which is going directly to the Guide Dogs Association. These funds will help support the training, care, and placement of guide dogs across South Africa.
Stars on the Sales Board
While every sticker sold made a difference, a few stores stood out for their enthusiastic participation and impressive totals:
- Diep River led the way with a heartwarming 293 stickers sold, showing just how strong a local community can be when rallied around a cause.
- N1 City followed closely with 259 stickers, reflecting both solid in-store engagement and a dedicated team.
- Somerset West, host of the Walk in My Paws event earlier this month, continued its support by contributing 196 sticker sales, adding to its already impressive track record of awareness and compassion.
Each of these stores became a hub of Shades Day celebration — not just through numbers, but through spirit.
Turning Heads and Raising Smiles
Even for customers who didn’t walk in expecting to participate, it was hard to ignore the vibrant energy. Staff across Petworld stores pulled out all the stops — wearing Shades Day t-shirts, perching sunglasses on their heads, and engaging customers with warmth, humour, and just the right amount of fun.
Our N1 City branch took fun photos of team members donning giant glasses, holding up their stickers, and striking poses that brought joy to their shoppers. These snapshots weren’t just a bit of fun — they were powerful little moments of visibility, making sure every passerby got a glimpse of what the day was all about.
One team shared how their staff wore sunglasses throughout their shifts — even if only perched atop their heads while manning tills — just to keep the message front and centre. It was more than a gimmick. It was a gesture that said: “We’re here, we care, and we’re part of something bigger.”
When Customers Make It Personal
For some customers, the sticker wasn’t just a donation — it was a statement. A few came in wearing their own sunglasses, eager to show that they were taking part. Some bought small items, just to have the chance to contribute. Others paused to ask about the meaning behind the campaign — and walked out not only with a sticker, but with a deeper understanding of what these dogs and their trainers represent.
That’s the magic of campaigns like Shades Day. They turn conversations into actions. And sometimes, all it takes is a sticker and a pair of shades to start that ripple.
From Playful Moments to Profound Impact
The beauty of the day was in its simplicity. There were no over-the-top displays or flashy promotions — just dedicated teams, an important cause, and a message worth sharing. When you strip it back to the essentials, that’s what Petworld is all about: real connections, heartfelt care, and standing together for animals and the people who love them.
Shades Day reminded us that support doesn’t always need to be loud to be meaningful. A small purchase. A smile exchanged. A dog’s future changed.
A Bigger Picture of Support
This event was just one piece of a much larger story Petworld is proud to be part of. Our ongoing partnership with the South African Guide Dogs Association is grounded in shared values: compassion, community, and the belief in a better world for those living with disabilities.
If you'd like to learn more about our work with this inspiring organisation, here are a few stories worth exploring:
- Shopping Blindfolded: Walking in Their Paws
- A Guide Dog in Training: Meet the Future Heroes
- 72 Years of Empowerment: The Guide Dog Association Story
- Independence, Awareness & Compassion: What Shades Day Represents
These stories are not just about dogs — they’re about transformation. About people gaining freedom. About families being reunited with confidence. About young dogs growing into life-changing companions.
Thank You for Wearing Your Heart on Your Shades
To every customer who bought a sticker, to every team member who wore their shades with pride, and to every Petworld store that made space for this important cause — thank you.
You helped raise R18,680, and more than that, you helped raise awareness. You helped tell a story that needs to be told. And you helped guide a few more steps on the path toward a more inclusive future.
Let’s keep going.
