Team & Leadership

Felis Lux is led by three founders whose strengths fit seamlessly together: Victoria Clark brings operational discipline and financial clarity, honed through a decade of administration and systems leadership; Dani Smith contributes visionary product design and brand storytelling, grounded in both hands-on entrepreneurship and creative strategy; and Kate Hoopes adds research expertise and design insight, translating feline behavior science into products that work. Together, they form a rare balance of structure, creativity, and scientific rigor—exactly what it takes to build the world’s leading enrichment brand.

 

Victoria Clark — Operations & Administration

Victoria is the heartbeat of Felis Lux operations—quietly orchestrating the systems, workflows, and sanity that allow the company to thrive. With over a decade of experience in administration and business management, she brings a powerful combination of precision, patience, and deep-rooted care to every operational layer of the company.

Before joining Felis Lux, Victoria was the backbone of a boutique accounting firm, where she managed firm-wide operations for hundreds of small business clients. She successfully led a firm management software migration, oversaw two office relocations, and acted as the firm’s representative for Lane Leader’s Association. When the firm needed a website refresh, Victoria taught herself web administration and managed it internally to save costs. She organized firm events, reinforced client relationships, and took on critical responsibility as the firm’s COVID Compliance Officer, ensuring safe practices and continuity during a period of unprecedented disruption. Her ability to navigate compliance, systems, and organizational transitions makes her an irreplaceable asset as we scale with intention.

Victoria’s entrepreneurial insight runs deep. She grew up in a family-run print shop, where she learned the value of logistics, grit, and service from the shop floor up. Later, she ran her own photography business, honing skills in branding, client management, and creative operations—all of which now inform the way Felis Lux moves through the world: artistically and always with structure.

Most importantly, Victoria provides something more intangible, but just as essential: emotional grounding. In a high-velocity creative environment, she keeps the vibe human—reminding us that structure isn’t about control. It’s about holding space for everyone to do their best work, with clarity, care, and confidence.

 

Dani Smith — Product Design & Systems

Dani is the vision-builder-in-chief at Felis Lux—the one dreaming three years ahead while still obsessing over whether that stitch line is 1mm off. With a background in UX and product design, Dani brings the rare ability to translate instinct into object, making things that not only look beautiful, but feel right to cats and humans alike.

Before founding Felis Lux, Dani built a diverse portfolio of real-world experience in small business and startup ecosystems. As CEO and founder of a craft brewery in Mexico, Dani built the business entirely from the ground up—leading a diverse team and managing every aspect of the operation. They learned the microbiology of brewing, laying the foundation for a yeast lab, and designed the tanks, chiller system, pump manifold, and carbonation system. Dani hired and managed contractors for concrete and masonry, while also building the bar top and furniture by hand—all within an opening timeline of just six weeks. They also designed the menu and kitchen operations, creating complex cost-modeling spreadsheets to operationalize food expenses. This experience embedded Dani with a builder’s mindset: turning vision into functional systems under tight timelines, with creativity and rigor in equal measure.

As Principal Designer at Heated Media, Dani managed marketing, branding, and web design for over a hundred clients—from small businesses to global names like Levi Strauss. This work sharpened their eye for cohesive storytelling and market positioning, and taught them how to translate brand values into resonant customer experiences.

What sets Dani apart is the ability to hold paradox with grace: artistic and systematic, a long-term visionary and yet meticulous with the day-to-day. They’re the reason our toys move the way prey moves. The reason our packaging feels like an experience. The reason cats—and their humans—trust what we make.

 

Kate Hoopes — Research & Design Strategy

Kate is the conscience and compass of Felis Lux—the person who always asks, “Is this truly good for the cat?” and backs it up with both science and soul. With a unique background that spans lab sciences, design education, and systems operations, Kate brings a rare ability to turn dense theory into products and experiences that feel intuitive, beautiful, and right.

Trained in lab sciences, Kate developed a strong foundation in data analysis, experimental methodology, and critical research skills. That rigor continues to inform her work today—especially in her role as our SciComm lead, where she translates complex feline ethology into practical, empowering knowledge for everyday guardians.

Kate also studied merchandising, fashion, and interior design, giving her a refined eye for aesthetics and functionality. She is responsible for much of Felis Lux’s branding design—including the creation of our logo—and continues to shape the brand’s visual identity. She blends form and instinct in everything she touches—whether it’s product design, packaging, educational content, or spatial environments—ensuring that design is not only attractive but also truly serves feline and human needs.

Coming from a small business family, Kate grew up with direct exposure to a functioning engineering, design, and manufacturing shop, giving her hands-on familiarity with how ideas move from sketches to real-world products. That upbringing informs her practical approach to R&D, balancing creativity with execution.

She is the voice of the customer—and the cat. Every decision is filtered through her lens of care, curiosity, and ethics. Whether it’s a scent toy, feeding system, or packaging insert, Kate ensures that it’s not just usable or cute, but biologically appropriate, instinctually attuned, and scientifically sound.

Her presence keeps the brand grounded in truth, empathy, and care—and ensures that Felis Lux stays worthy of the animals we serve.