A Jersey City Dog Bakery Built on Second Chances

By: Tariq Richardson

In a bakery tucked between Journal Square and the Heights in Jersey City, the walls are lined with smiling dogs, hand-drawn portraits and shelves stacked with all-natural dog treats. To most customers, it looks like a charming bakery. But to Arron Jones Williams, founder of Rescue Treats, it represents something much deeper: survival, second chances and a lifelong commitment to giving back.

From Foster Care to Founding a Mission

Long before he became an entrepreneur, Arron grew up in the foster care system — an experience he says shaped his worldview.

“Foster care definitely gave me a different perspective on life,” he said. “You have to be a glass-half-full type of person to get through it without letting it break you.”

One moment from childhood has stayed with him. During a foster placement, while the family went to a dinner celebration, he was left alone in a garage with two barking German shepherds.

“I remember thinking, this isn’t the dogs’ fault. Their owners are the problem,” he recalled. “That moment stuck with me. It taught me not to blame the animal for human failures.”

After years of moving between homes, Arron was adopted and finally found his “forever home.” The stability and love provided by his adoptive parents planted the first seed for what would later become Rescue Treats — a company inspired by the belief that compassion can change lives, whether human or animal.

Walking Away From Corporate Success

Before launching Rescue Treats, Arron was rising in the finance world, working in risk management and climbing the corporate ladder. By traditional measures, he had made it.

Then his department was outsourced.

Rather than seek another position, he made a decision that stunned his colleagues. He took his severance package — what he calls his “golden parachute” — and walked away.

“Nobody believed in the decision,” he said. “People literally asked me, ‘You’re leaving finance to sell dog treats?’”

Major chains dismissed him. Even dog-friendly brands showed little interest.

“In business, you quickly learn that nobody cares about philanthropy,” he said. “They care about what you can do for them financially.”

But Arron wasn’t motivated by money. His purpose was to create sustainable funding for rescues he had volunteered with for years, particularly Long Island Bulldog Rescue.

He noticed a pattern: when the economy struggles, donations drop — but the number of animals needing help never does.

“That’s when I thought, what’s something dogs need all the time? Treats,” he said. “So why not create a product people always buy and use it to support rescues year-round?”

A Dream That Sparked a Movement

The idea for Rescue Treats literally came to him in a dream.

He was volunteering at a fundraising gala when he imagined his name being called to the stage. In the dream, he walked up in a tuxedo and handed over a massive donation funded entirely by dog treats.

“I woke up in the middle of the night and thought, Rescue Treats — that’s the name,” he said. “It wasn’t taken. The website was available. Everything just aligned.”

That moment became the foundation of a company that has since donated tens of thousands of dollars to animal rescues nationwide.

Building a Business From Scratch in Jersey City

Rescue Treats now operates out of a commercial bakery near Christ Hospital on Baldwin Avenue — a space Arron secured during the COVID-19 pandemic thanks to a landlord who believed in the mission.

“We got the space because of what we do,” Arron said. “Not because we were the highest bidder, but because they wanted to support the cause.”

The company has grown steadily, relying on community support and word of mouth rather than major marketing campaigns.

“Our Instagram isn’t huge,” Arron admitted. “But the people who follow us stay. They care about what we’re doing.”

Arron takes no salary from Rescue Treats. In the early years, he even used his own savings to ensure donations continued during unprofitable months. Currently, instead of taking money from the company, he works as a consultant for banks through NextGen Strategic Advisors.

“I’ve always been confident in my ability to make money,” he said. “But helping others — that’s what matters more to me.”

In 2023, Jersey City awarded Rescue Treats a citation presented by then-Councilman James Solomon, who now serves as the city’s mayor. Shortly afterward, the state of New Jersey recognized Rescue Treats as well.

“It was a huge morale booster,” Arron said. “It showed our volunteers and supporters that what we’re doing actually matters.”

Inside the bakery hangs a portrait of Daisy, a bulldog who was one of Rescue Treats’ earliest supporters. After Daisy and her owner passed away, the family gifted the portrait to the company.

“We keep Daisy at the bakery,” he said. “She reminds us why we do this.”

Scaling Through Community, Not Corporations

Rather than chase national chains, Rescue Treats focuses on grassroots growth.

One of its newest initiatives is a school fundraising program where student-athletes sell Rescue Treats to support their school, local organizations or animal rescues. Some students have raised thousands through solo fundraisers.

“Girl Scouts sell cookies,” Arron said. “Why can’t students sell dog treats? It’s the same idea — except you’re helping rescues too.”

Looking ahead, the company plans to expand through:

• school fundraisers

• online sales

• independent “mom-and-pop” stores

Despite opportunities for larger-scale growth, Arron remains committed to a community-first approach.

“I’d rather have one million people who truly believe in us than 100 million who don’t care,” he said.

A Business Built on Purpose, Not Profit

For Arron, success isn’t measured in revenue or followers. It’s measured in lives changed — dogs rescued, families supported and communities strengthened.

“I’ve been at the lowest lows and the highest highs,” he said. “If I made a million dollars tomorrow, I’d probably donate it and keep going. That’s just who I am.”

In a world obsessed with scaling fast and selling big, Rescue Treats serves as a reminder that some of the most meaningful businesses aren’t built for profit.

They’re built for purpose.