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About Us

About Veterinary Wisdom®


World by the Tail, Inc. is our parent company. We bring you VeterinaryWisdom.com and the Veterinary Wisdom® catalogs. Our signature Veterinary Wisdom® product is ClayPaws®, the original paw print kit™. Our Veterinary Wisdom® websites, resources and product line help you and your clients honor the human-animal bond.

The products and resources that carry the Veterinary Wisdom® brand come from you—the experienced veterinary team. We worked with you “in the trenches” as members of interdisciplinary clinical veterinary teams for 20 years. Our offerings represent what we learned from you about providing grief support for clients. We're as dedicated as you are to providing high quality end-of-life care for grieving pet parents.

Wisdom is a blend of skills, knowledge, and attitudes learned from experience. Sharing wisdom moves your work from healing patients to also guiding clients, especially when you are providing end-of-life care in a Bond-Centered Practice. Wisdom is heartfelt. Wisdom is personal. Wisdom is what makes you you. As a professional, it's your own brand of veterinary wisdom that endears you to clients and co-workers. We hope our Veterinary Wisdom® offerings make it easier for you to share your wisdom and support.


About World by the Tail, Inc.


Mission and Vision

World by the Tail, Inc., honors the emotional power of the human-animal bond. Love. Gratitude. Grief. These powerful feelings are part of lives shared with companion animals.

Emotions are meant to be shared and supported. Whether you are a veterinarian, animal health technician, mental health professional, or pet parent, World by the Tail, Inc., exists to support your efforts on behalf of companion animals. We want to help you celebrate the good times shared with animals—first days of puppyhood, cat show championships ---as well as deal with the difficulties--- the stress of chronic disease and caregiving and companion animal death.

At World by the Tail, Inc., we care for the people who care for pets.

Business Philosophy

At World by the Tail, Inc., we work hard to contribute to a sense of community, rather than competition, within the animal-related business world. While we want to be a successful small business, we also want to be a community resource. We want you, our customers, to feel like you have found a home with us. Therefore, if you have a question, suggestion, concern, or complaint, we want to hear from you! Creating a high level of job satisfaction for our employees and providing high quality customer service are our highest priorities.

We contribute to our local community in important ways. Our ClayPaws® Kits are packaged by Foothills Gateway, an organization that provides jobs for those who are mentally and physically disabled. We also donate a portion of our profits to pet loss support programs offered by the Argus Institute for Families and Veterinary Medicine in the College of Veterinary Medicine and Biomedical Sciences at Colorado State University . Finally, when we are able, we donate up to three ClayPaws® Kits per event to non-profit groups who are sponsoring fund-raising events to benefit a human-animal bond related program.


Business Goals

Our business goals blend the fields of veterinary medicine and mental health to create a humanistic approach to the delivery of veterinary care. We call this approach Veterinary Wisdom®. Veterinary Wisdom® is our featured information and product line and ClayPaws® Kits is our signature product. Our primary goal is to provide products that help veterinarians respond to the emotional needs of their human clients while they are responding to the medical needs of their animal patients. 


Meet the Owners and Staff

Laurel Lagoni

I am co-owner of World by the Tail, Inc., and the Director of Resources and Development (Veterinary Wisdom® Resource Center.) Previously, I provided grief education and support at Colorado State University's Veterinary Teaching Hospital as the Co-founder and Director of the Argus Institute for Families and Veterinary Medicine. 

My stand-out experience while working at World by the Tail, Inc., was helping a "movie-star" grizzly bear's trainers make ClayPaws® prints when he died of cancer. We sent ninety pounds of clay in three aluminum turkey baking pans and each paw print took three hours to bake. Grizzly bear prints are rare to find in the wild, so we contributed to science and to the family's healing process. In return, they sent us our own grizzly print and it is one of our prized mementos! Read my full bio.

Debby Morehead

I am co-owner of World by the Tail, Inc. Previously, I was the Associate Director of Development for the College of Veterinary Medicine and Biomedical Sciences at Colorado State University. I was also Publications Coordinator at the American Animal Hospital Association for over 10 years.  In my husband's veterinary practice, I have seen firsthand how the end stages of human-animal relationships affect both families and the practice staff. 

My favorite part of working at World by the Tail, Inc., is the overall feeling of satisfaction and pride. Most small businesses fail but we have made it -- no small accomplishment! I love what our business sells, how we sell it, that we provide jobs others enjoy, that we support Foothills Gateway, and that we have brightened the lives of many people at often a very sad time. Read my full bio.

Lora (Morehead) Kerr

I am the Director of Business Operations at World by the Tail, Inc. World by the Tail, Inc. has been in my family from the beginning. My mom, Debby Morehead, is a co-owner of the business. It has been so inspiring to watch the company grow and I am so happy that I can now be a part of it. I am very excited to be a part of this wonderful company!

Prior to working at World by the Tail, Inc., I was the Communications Manager for Cherry Hills Country Club in Denver, Colorado.  My husband, Matt and I have three children, our daughter, Ellie and twins, Hannah and Adam, who we joyfully welcomed in March 2016.  They are our sunshine. We also have two very spoiled dogs that we love dearly, Bella and Max.

Animals bring the gifts of love and laughter into our lives, and I am honored to be part of a company that treasures those gifts.

Bryn (Lagoni) Frisina

As the Director of Business Development at World by the Tail, Inc., I feel very grateful to be  part of the management of this amazing company. My mother, Laurel, is a co-owner and has been my biggest mentor to date. My dad, Pete, sister, Kaia, and cousin, Julie, work here, too! This company, and everyone who works here, truly feel like family whether related or not.

I love knowing that our company has helped to provide comfort to countless pet parents across the country and the world with ClayPaws® prints. It is my personal mission to be sure we continue to create and supply high-quality products that make it easy and convenient for veterinarians and animal care professionals to provide effective, compassionate care to their clients.

Pete Lagoni

I joined World by the Tail, Inc., in 2009 after 20+ years working in corporate America at Hewlett-Packard and Agilent Technologies. Even though I sometimes miss the 'computer world' and the opportunities I had to travel and manage teams of great people, it's great to work in a smaller company where the stress level and communication challenges are easier to live with!

While I'm not as enthusiastic about living with pets as most of my co-workers, I am committed to helping 'pet people' whenever I can. I like the fact that ClayPaws® prints mean so much to so many and I feel good about the products we put out into the world. My favorite part of my job is the time I spend on the telephone talking with our customers. I enjoy solving any problems that arise and feel good that I work for a company that is willing and able to put our customers' needs first.

Tammi Sullivan

I am the Purchasing Manager for World by the Tail, Inc. I also find it fun to be a "jack of all trades" and help out in other areas of the business, like shipping, when I can. Before coming to work here, I spent time in the military.

My favorite part about working at World by the Tail, Inc. is the opportunity to work with such authentically compassionate folks who truly care about people. Oh, and I love WAFFLE DAY!

I recently lost two of my canine friends and though I miss them, the experience allows me to understand what our customers and our customers clients are going through. I still have a black lab, Dudley, who is a champion cross-dressing dog sometimes referred to as "Diva."

Susan Goldman

I am the Fulfillment Coordinator at World by the Tail, Inc.  I pack and ship your orders to you. I also help to keep track of our inventory.

I am also a wife and a mother to one son. This job fits my needs very well as it allows me to meet my responsibilities on a flexible schedule. My family has a number of pets in our lives, including Rica, the dog, and Zip and Jazz, the cats.

My favorite part about working at World by the Tail, Inc. is knowing we provide such meaningful products and services. There is a great philosophy behind this business and it is reflected in how the business is run, as well as in how everyone who works here treats each other and our customers.  Everyone here is so fun and caring.

Marti Zehler

I am the Product Packaging Coordinator at World by the Tail, Inc. I package all of our ClayPaws® Accessory Kits. It's my job to make sure we always have all of our products ready to send to you when you order!

I am happy to be part of World by the Tail, Inc. because the part time hours suit me perfectly. I usually work in the mornings and leave the office around noon. This gives me plenty of time to go home and take care of my sweet, little dog, Willow.

I am wife to Rick and mother to two grown sons. My favorite part about working at World by the Tail, Inc., is the people. This is a great group to work with and everyone is very understanding about my desire to keep flexible hours.

Jackie Devine

I am the Clay Studio Manager and my primary job is to hand make all the decorative clay charms used to personalize your prints.


I am also a registered nurse and have worked in numerous pediatric settings prior to joining World by the Tail, Inc. full time.  I love working here and having a part in creating treasured keepsakes for our customers!  


My free time is spent with my husband, three kids, a dog and two cats. 

Julie Hovland

I am so grateful to be working at World by the Tail, Inc.  I am responsible for helping make the decorative charms, invoicing orders, and answering customer calls.  Pete and Laurel are my aunt & uncle, so it is a great pleasure to be working with them, and my cousin Bryn! I feel that ClayPaws® prints help to fill the void that is left when you lose a pet, and the love and care of the people I work with is so evident. 


Outside of work, I enjoy spending time with my husband and two kids.  We also have a dog named Lucy and she brings such joy to our family.  My favorite part about working at World By the Tail, Inc. is the caring and fun people.

JoEllen Linderer

I am the Office and Customer Relations  Manager for World by the Tail, Inc. I look forward to talking to customers and I’m committed to providing the best solutions possible to fill orders and answer questions. My favorite part of working at World by the Tail is being part of the springtime baby goat “nanny service.” Sometimes Tammi needs to bottle feed orphans from her herd and brings them to the office. When they are young, they’re content to lay on my lap. Listen closely when you call us and you may hear one bleating in the background!

Prior to joining Team Tail, I spent 25 years as an administrative assistant at Colorado State University. Most of those years were spent working for the Director of Development in the College of Veterinary Medicine and Biomedical Sciences. I live in Fort Collins with my son, Ethan, and our dog Zoey.

Amy Ebert

I became a member of “Team Tail” in August 2015 after moving to Fort Collins from Upstate New York.  I am so happy to be here! World by the Tail is such a welcoming and forward-thinking company! It is like I’ve just gained a brand new family.

My role at WBTT is still evolving. I began by learning the ins and outs of the Charms Studio—where all those cute, colorful clay hearts you use to decorate your ClayPaws® prints are created, by hand!!  Now, in addition to helping out with charms, I’m spreading my wings into Customer Service. Additionally, I assist with the creation and development of some of our educational and marketing materials and I manage many of our social media outlets.

I live in Fort Collins with my son and my menagerie of pets—two cats and a dog!

Ethan Linderer

I am the Shipping Floater at World by the Tail, Inc. So, I get to do something different almost everyday. I may be the one shipping or packing your order or I may have put together the kits of ribbons or charms that you receive. Wherever I'm needed, I am happy to jump in and help! It's great to have a job that allows me to wear a hoodie to work everyday! Also, I love dogs so I enjoy working for a company that does too.

Before joining Team Tail, I worked for a company in Florida in their Receiving Department. In my free time, you'll often find me playing video games or hanging out with my dog.

Kaia Lagoni

I have been involved in World by the Tail, Inc. since it first began. Growing up, I spent many summers shipping, making charms, and helping with the various marketing mailings we do. My mother, Laurel, is a co-owner and my dad, Pete; my sister, Bryn; and my cousin, Julie, work here as well. I am so excited and grateful to have joined the team and to be able to work with my family and the other amazing employees that work here!

I am the Conference Coordinator and our Supply Chain Team Coordinator. I grew up with 4 dogs, 2 cats, and 2 guinea pigs and they all showed me how unconditional a pet’s love is. I am very happy to be working with a company that honors that bond.

Outside of work, I enjoy hiking and exploring all that Colorado has to offer with my rescue dog, Quinn!