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A woman who claimed her lucrative dog-influencing business was under threat from Instagram is the subject of whispers in the eastern suburbs 'dog park set' over how she really earns her money online.
Aley Hammer, who built a social media following around her dog Luna, last week made headlines by alleging that repeated restrictions on Luna's Instagram account by Meta had effectively destroyed a business once generating up to $10,000 a month.
But insiders claiming to know Aley offers a more nuanced story about her income.
While they don't deny that Aley is earning money from Luna being a 'dogfluencer', they insist most of her income flows from educational guides and coaching sessions designed to teach other pet owners how to cash in on their animals' online fame.
They claim Luna's lucrative brand deals that Aley frequently promotes online are merely one part of a broader business model.
The Mail does not dispute that Luna has been involved in paid partnerships, including a recent collaboration with Pet Circle, only that other high-end pet owners in Sydney are sceptical that such arrangements are the primary source of Aley's earnings.
A woman who claimed her dog-influencing business was under threat from Instagram is the subject of whispers in the eastern suburbs 'dog park set' over how she really earns her money
Aley Hammer, who built a social media following around her dog Luna, last week made headlines by alleging that repeated restrictions on Luna's Instagram account by Meta had effectively destroyed a business once generating up to $10,000 a month
'Luna is certainly a dogfluencer, but collaborations on Instagram aren't the only way she's making money,' claimed an insider.
According to a source, Aley's income predominantly comes from teaching aspiring pet influencers how to monetise their animals, not just from spruiking brands.
'She makes good money selling her guide and doing US$250 phone consults, teaching them how to secure brand deals for their dog, basically,' they said.
The source also said that an Instagram post showing Aley and Luna in a Ferrari was now the talk of Sydney's elite pet crew.
Aley had previously described her business as a major source of income, saying it came to a standstill after Instagram restricted Luna's account, limiting her ability to reach followers and potential clients.
The account amassed about 55,000 followers and 29 million views, with Aley highlighting commercial partnerships with brands like Ferrari and Pet Circle.
While sources don't deny that Aley is earning money from Luna being a 'dogfluencer', they insist most of her income flows from educational guides and coaching sessions designed to teach other owners how to cash in on their pets. (Above: one of Luna's ads for Pet Circle)
However, an eastern suburbs insider said they were surprised by Aley's public appeal over the account restriction, arguing her livelihood was far from dependent on the fortunes of her pet-focused brand.
Aley is married to Justus Hammer, co-founder of Australian pet-sitting platform Mad Paws, which was reportedly acquired by US company Rover for $62million in 2025.
The insider claimed the wealthy couple own properties in several countries, including Berlin and Greece, and that Aley also worked for Amazon.
In 2018, the Hammers bought a $3,125,000 three-bedroom semi in Sydney's upmarket North Bondi.
'She's well-off. The money she claims to have lost because of those Instagram issues wouldn't have made a dent in her finances,' the source speculated.
Aley is married to Justus Hammer, co-founder of pet-sitting platform Mad Paws, which was sold for a fortune. An insider said they were surprised by Aley's public appeal over the account restriction, arguing her livelihood was far from dependent on the fortunes of Luna's brand
Before becoming known for Luna, Aley appeared on the second season of The Bachelor Australia in 2014, where she competed unsuccessfully for the affections of Blake Garvey
The insider also suggested Aley's ambitions went beyond running a successful pet account, citing her earlier attempts to establish a public profile.
Before Luna came on the scene, Aley appeared on season two of The Bachelor Australia in 2014, competing for Blake Garvey's affections.
She was eliminated in the first rose ceremony after joining as one of six late arrivals.
Aley Hammer was contacted for comment.
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