I am loving this collar on my German Shepherd dog. The reflective property is amazing even in regular lighting, it kinda glows...and at night, it's totally beaming when hit with light. An unexpected but happy purchase due to my dog losing her collar after jumping into a pond one day. Jackie at Just Dog People in Garner North Carolina recommended this collar to me when I gave her this criteria: reflective and made in USA. Oh and purple if possible and all three of my requirements were met perfectly.