Shahna Powell is the founder and CEO of Niblee, built from a lifetime of hands on animal care and deep respect for herbivore biology. She was raised in the alfalfa rich farmlands of Scott Valley, California, where she learned animal husbandry long before nutrition became a formal pursuit. Trained as a civil engineer, Shahna brings a systems based, analytical approach to feed formulation grounded in observation, pattern recognition, and real world outcomes. She is an award winning chinchilla breeder, sanctioned judge, and Editor in Chief of Chinchilla Connection, an educational publication focused on chinchillas while drawing from broader herbivore research, including rabbits and guinea pigs. She is also the author of Chinchilla Care 101, now published in both English and Chinese and widely trusted by pet owners around the world. At Niblee, Shahna guides formulation philosophy with one clear objective: nutrition built on biology, integrity, and lived experience.
We Cut Hay, Not Corners
Our mission is to provide small herbivores with nutrition rooted in biology, transparency, and real-world care — using ingredients we trust, processes we control, and standards we refuse to compromise.
Meet the People Behind Niblee™
Niblee was built by a family raised around animals, hay fields, and hands on care. Our roots trace back to the barns of Scott Valley, California.
Today, we formulate science backed nutrition with the same values we were raised on: love for animals, respect for biology, and responsibility to the people who trust us.
Shahna Powell
Kurt Powell
After decades in law enforcement, Kurt’s life shifted following a critical injury sustained in the aftermath of the Camp Fire disaster. That moment grounded him firmly in family, purpose, and hands-on work with animals. For more than a decade, Kurt has been the operational backbone of Royal Chinchillas Ranch. From barn layout, ventilation, and water systems to electrical infrastructure and environmental controls, there is little on the ranch he hasn’t built, repaired, or improved himself. At Niblee™, Kurt oversees in-house milling and feed operations, ensuring equipment, process flow, and quality control meet the same standard as the animals they serve — safe, consistent, and without shortcuts.
Amber West
Amber has had small animals in her life since day one, raised in the heart of a family-run chinchilla ranch. Inspired early by entrepreneurship, she launched her first business, Amber’s Fleece Creations, at just 14 years old. That foundation helped shape what would later become My Critter Store, a trusted name in small animal care products. Today, Amber is a seasoned marketing professional holding a managerial role at a nationally recognized fashion company, where she blends creativity with strategy. At Niblee™, she leads brand development, product identity, and customer experience, ensuring every package and message reflects the company’s commitment to honest care and thoughtful design.
Dr. Nimra Fatima, DVM, BPharm
Dr. Nimra Fatima is a dual-trained veterinarian and pharmacist with a strong focus on prevention-first care. With honors in anatomy, lab medicine, and pharmaceutical sciences, she brings hands-on experience working with guinea pigs, rabbits, and rodents in both clinical and research settings. Her early career included work at the Poultry Research Institute, where she contributed to feed program development, diagnostic testing, and disease prevention protocols. Dr. Nimra’s work centers on building long-term health through proper nutrition and proactive care. At Niblee™, she provides veterinary oversight and science-based insight to ensure every formulation supports lasting vitality from the inside out.
Species-First Formulation
We don’t make one feed and adjust the label. Every Niblee™ formula is built from the ground up around the biology, digestion, and long-term health needs of each species.
From Field to Feed
We source hay intentionally, mill in small batches, and oversee every step of production. Quality isn’t outsourced — it’s managed in-house, start to finish.
Built on Real-World Care
Our standards aren’t theoretical. They’re shaped by decades of hands-on animal care, breeding, veterinary guidance, and daily observation.