OWNER: Amanda Ballweg | FOUNDED: 2017 | LOCATIONS: 1 | AREA: 780 square feet | WEBSITE: thecrazydogmom.com | SOCIAL MEDIA: Facebook, Tiktok, Pinterest, Instagram & Youtube: @thecrazydogmomshop | Opened featured location: 2021 | TOP BRANDS: The Crazy Dog Mom/Excite Bites, The Natural Dog Company, Vital Essentials, BARK, ZippyPaws, SnugArooz, Big Moods, Injoya, Mighty Paw, Woof Pupsicle, SodaPup, WestPaw, TacoCat, foufouBrands, Woof & Wonder

Amanda Ballweg and Koa

“I DO ALL the things,” says Amanda Ballweg, owner of The Crazy Dog Mom in Stoughton, WI. “Customer service, marketing, social media, event planning, outreach, cleaning, graphic design, inventory … everything.” And when she says everything, Ballweg means it. She’s a staff of one with a strong driving force to give her customers only the best.

The boutique’s high-end design, products, events, and even her passionate clientele, all reflect Ballweg. She and Quality Control Manager Koa, her Siberian Husky who wears a tie to work, make customer connections and experiences for both dogs and humans a high priority.

The shop stocks fun and innovative treats, toys, clothing and gift products, and hosts events to increase brand awareness. She says, “I like to say that we aren’t a pet store, we’re a dog boutique.”

One to Grow On

Although the storefront opened in 2022, Ballweg’s one-businesswoman show started in her early 20s when the budding entrepreneur designed a dog-leash holder and posted it in a local Facebook buy-and-sell group. She then expanded to a product line, added an Etsy shop, and sold through pop-ups at local events and craft fairs.

Enjoying the in-person connection with customers, Ballweg began planning to open a brick-and-mortar store. But when her Siberian Husky, Kiara — who inspired her business — suddenly passed at 9 years old due to bleeding masses on her spleen and liver, she put the brick-and-mortar dream on hold.

Enter 2020. Again inspired by Kiara, the entrepreneur started making dog treats at home during the pandemic for her next dogs, Koa and Husky-mix Ryuk.

Changing her business’s focus to single-ingredient dog treats, Ballweg bought a van, converted it with the help of her brother-in-law, and started Wisconsin’s first dog-treat truck, out of which she sold treats, shirts, can coolers and dog bandanas. A year later, she sold the treat truck and opened The Crazy Dog Mom’s first storefront, moving a year later to the store’s current downtown location.

That move made a big difference to her business. People are already out and about downtown — shopping, going out to eat and/or getting drinks — so it’s not an extra stop for them to come into the shop. Ballweg adds, “Stoughton hosts events that take place right downtown, and now I get to be a part of them.”

The boutique’s name directly states whom it’s for. To her, “crazy dog mom” means a pet parent who’ll do anything to give their pup the best life they possibly can. “Of course, dog dads, dog grandparents and dog lovers are all very much welcome, too.”

CLEAR & UNCLUTTERED. Ballweg takes a minimalist approach to store design. The center remains clear for ease of movement and for events.

One of a Kind

Ballweg didn’t plan on such a small store, 780 square feet, but when the downtown rental space became available, she jumped at it. The retail section takes up 500 square feet, with the backroom used for office space, storage and making products.

The size allows Ballweg to interact more with shoppers. “If I see them looking at something with a confused expression, I can give them details without them needing to ask,” she explains, adding that people won’t buy something they don’t understand.

The all-white, minimalist interior resembles a high-end human boutique, with cube, floating and metal shelves displaying merchandise. Her goal was for a clean and simple look, without slat walls, gondolas or clutter.

“I hate going into pet stores with my dog that are cluttered,” Ballweg says, “because I feel like my dog is going to knock everything over just from walking by or I feel like I can’t move without running into something.”

One For the Money

The small space limits inventory, so Ballweg doesn’t carry pet food, which she never really wanted to sell anyway. Treats, toys and pet-themed T-shirts rank one, two and three in top-selling categories, with The Crazy Dog Mom only offering the treats Ballweg makes. With just one or two ingredients, human-grade, they remain her top sellers because, she says, her customers are really cautious about what they feed their pets.

Although dog products make up most of the inventory, Ballweg sells some cat items. The shop is particularly known for the selection of T-shirts for pet parents she designs and prints herself. “People can see the shirts from outside,” she says, “and that’s what draws a lot of people into the store, because of the funny sayings.” T-shirts and sweatshirts rotate seasonally, with around eight or nine different sayings, including “Being a Dog Mom Is My Happily Ever After” and “My Cat and I Talk Shit About You.”

The boutique also carries gifts and products for the home, everything from earrings with different breeds to pet bandanas with matching scrunchies for the humans. Revenue has grown for the past three years — from its start as a treat truck, to the storefront, to moving the storefront location to downtown — and the business is on track to increase sales for a fourth.

STRIKE A POSE. The store has holiday and seasonal photo sets, plus the permanent chair (bottom right) pups can jump up on for a pic.

The One For Fun

Ballweg hosts a variety of in-store events, which play an important role in creating her customer experience. Activities take place at least once a month, with more during the fourth quarter. Typical human-focused holidays and gatherings turn into events such as Easter Egg Hunt for Dogs, Puparitaville Party, Barktoberfest, and Dog Photos With Santa.

DIY workshops play a big part, too. Recent ones include making your own snuffle mat — with tips on providing mental stimulation — and decorating a dog bandana. For Dog Mom Day, the boutique hosted a brunch with light snacks and a non-alcoholic mimosa bar, and attendees made gemstone bracelets with paw prints. The Crazy Dog Mom also holds classes for CPR and First Aid certification every April for Pet First Aid Awareness Month.

The boutique’s size allows for workshop attendance of up to 10 people. Prices vary per workshop, from $25 for the Dog Mom brunch to $30 for the snuffle mat workshop. During the brunch, Ballweg offered a small discount on purchases. For the other workshops, she connects the products that she sells to the workshop and people tend to buy them.

Ballweg says, “While my workshops do help bring in money, it’s my monthly events and parties that contribute the most and that people love the most.” She explains, “The events are to gain attention from new customers, give customers a reason to come in, and they do increase our sales. But mostly I do them because I want my store to be a place people can bring their dog to, to celebrate things that are normally for people.”

Store brand Excite Bites are The Crazy Dog Mom’s top seller.

One to Count On

Help has come in the form of Ballweg’s significant other, Sam Griese, who joined her in the store this year, making products and helping shoppers at the cash register. It allows her to concentrate on the back-end part of the business and her next goal: growing her online presence. She has a solid start with nearly 5,000 followers across her socials.

Ballweg continues to hone in on treating customers like people, though, not just sales, and making a difference in their lives. For example, during Barktoberfest a customer came in with an elderly rescued dog who had a host of health problems. The customer spent the visit spoiling her dog with a dog beer flight, watching her pup paint a canvas, and shopping. Soon after, the dog passed. The pet parent contacted Ballweg, thanking her for helping to create a cherished memory for their last adventure together.

Another customer almost cried because her reactive dog was acting like the playful, cheery dog they see at home, but no one else gets to see. Her dog felt comfortable and safe enough to play with toys in the boutique during a private shopping session, which the store offers free by appointment.

The Crazy Dog Mom has unquestionably built a loyal community of crazy dog moms and dads. Ballweg knows all the regular clientele and their pets by name and really connects with them. “I’m giving people a place to bring their dog that their dog loves to come to,” she says. “I’m giving them an experience they get to share with their dog.”

Customers will return on Feb. 29, 2028, to open The Crazy Dog Mom time capsule.

Five Cool Things About The Crazy Dog Mom

1. SIMPLE INGREDIENTS: With Excite Bites Dog Treats, Ballweg has full control over ingredients, such as using human-grade meat and organs from a local meat market. The name of the treat identifies the ingredients, with nothing else added. Customers love to hear that she makes them herself. The line consists of Turkey Turmeric, Beef Spleen, Beef Liver, Lamb Liver, Turkey Pumpkin, Salmon, and the newest, Turkey Hearts.

2. IN-STORE SMOOTHIES: Ballweg makes and sells fresh Doggie Smoothies. The flavor changes monthly and reflects the season. (Two end-of-year flavors: Pumpkin Pie and Fruit Cake.) The smoothie comes in to-go containers so pet parents can pour the smoothie into molds and freeze for treats, spread on a lick mat or stuff in a treat toy — if their pup will wait. They retail for $4.99, with an additional $1 charge for Excite Bite toppings.

3. SAY CHEESE: The back of the retail space features a photo opp area that changes its displays and props monthly to reflect a current holiday or season. Shoppers snap photos of their dogs to share on social media, even sometimes bringing in their human kids for a session.

4. TIME TRAVEL: To celebrate the extra day in 2024, The Crazy Dog Mom hosted a Leap Year Time Capsule for Dogs event. Ballweg explains, “We had people bring in a special item of their dog’s to be put into a time capsule and had them fill out a questionnaire on their dog’s behalf to share all of their current favorite things. If anyone couldn’t decide what to bring, we offered peanut butter paintings so the dog could make a piece of art to be put into it. The time capsule has been sealed, and we plan to invite everyone back in 2028 to open it. Four years is a long time for dogs, so sadly some might not be with us when the next Leap Year comes around. I know it will be hard for those people when it comes time to open the time capsule and see what they put in, but I think it will also be a really special moment for them, to be able to look back on 2024 with their dog.”

5. WAG THE TAGLINE: “Your Dog’s Favorite Store” runs across the boutique’s door in all caps, but on the lower half at the dog’s level. Ballweg strategically placed it there so people could easily take a picture of their pup with it.

PHOTO GALLERY (8 IMAGES)

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OWNER: Heather Denton | FOUNDED: 2019 | LOCATIONS: 1 | AREA: 1,368 square feet | EMPLOYEES: 1 full-time, 3 part-time | URL: barknfetchfrisco.com | FACEBOOK, INSTAGRAM: barknfetchfrisco | TIKTOK: barknfetchfrisco1 | TOP BRANDS: Bark’n Big, My Perfect Pet, Tuesday’s Natural Dog Company, The Bones & Co., Farmina Pet Foods, Earth Animal, Instinct Raw Pet Food, Smallbatch, Green JuJu, Bocce’s Bakery, OC Raw Dog, Super Snouts Hemp Company, Front Porch Pets

Heather Denton opened Bark N Fetch in 2022.

TWO DECADES AFTER writing her first pet-business plan, Heather Denton realized her dream by opening Bark N Fetch in Frisco, TX. The journey included years of corporate life in advertising and media sales, along with volunteering for various animal rescues.

The longtime pet parent — her family currently includes four rescued Golden Retrievers — found her passion for nutrition in 2016, upon learning that the food one of her dog’s was eating contributed to his severe itchiness. After going down what Denton calls the “pet industry rabbit hole” in research, she overhauled his diet to help him live itch and medication free. To get the premium food, Denton had to drive 24 miles to Lucky Dog Barkery in Dallas, where she fell in love with the products, the employees and the shop itself.

Congratulations From One of Your Top-Selling Brands

Owner Marsha Lindsey began to mentor Denton in 2018, sharing details about many facets of her business. This allowed Denton to gauge if she could open her own store. Once Denton decided she could, Lindsey recommended books to read and people to talk to. Then, it was time.

Denton says, “With my family and friends’ support, my love and devotion to the health and happiness of animals, and a great name idea from my oldest son, Bark N Fetch became a reality” in 2022.

CURB APPEAL: Bark N Fetch draws in passersby with colorful window displays and creative signage.

Big-Time Ingenuity

While Denton initially looked for retail space at around 1,800 to 2,000 square feet, her current 1,368-square-foot location popped up right where she wanted to be geographically, within 10 miles of home, and in a high-traffic, well-established shopping area surrounded by affluent neighborhoods. Denton embraced the smaller footprint.

The compact space makes managing inventory easier along with needing fewer team members to run it. (She “runs the store,” while her one full-timer and three part-timers “keep the store running.”) But a small shop also means less space for new products. If Denton wants to bring in something new, something existing needs to go. Fixtures move and displays change to make seasonal and new products fit.

Creative design, shelving and storage helps, such as overflow dog beds placed near ceiling level, tiered displays and benches. “Galvanized rods allow us to custom fit for the space,” she explains. “I also have round metal nail bins like you used to find in hardware stores for treats and toys.”

Although packed with most everything a pet parent may need or want, the design ensures customers don’t feel overwhelmed. Touches of wood warm the simple industrial look of Bark N Fetch. The patterns and colors of leashes and collars draped on metal bars pop against a black wall. A welcoming steel blue on the opposite side of the retail space elicits calm and openness to the food areas. Hand-painted signs identify each category, such as Bites & Bones and Tough Toys. A smooth, concrete floor finishes the design.

Denton says she didn’t want a generic look. “My brand and my products are unique, so the store vibe has to be as well.”

LOOK UP: Denton makes the most of ceiling height, with extra beds on platforms accessible by employees via ladders.

Major Focus on Nutrition

Bark N Fetch focuses on premium treats, supplements and foods, along with cool products not found in big-box and chain stores. Shoppers can lay hands on everything from hard-to-find frozen, freeze-dried and gently cooked foods, to toys such as petrol chemical-free tennis balls, beds with sustainable fill, and products that showcase local sports teams.

Nutrition fuels the business’s growth, with food contributing approximately 50% to revenue (with raw and gently cooked on top), 18% for treats and 6% for supplements.

The store leans heavily on feeding from the freezer with 11 glass-front doors allowing full visibility into its selection. Prioritizing feeding “out of the freezers” was always a part of Denton’s business plan.

“I started out with just two three-door freezers and very quickly outgrew those within our first year,” she says, then adding more to keep up with the amount of frozen they sell each week.

However, the team doesn’t have an all-or-nothing mentality when it comes to feeding raw or gently cooked. If customers feed kibble, they’re shown how to easily “up the bowl” by adding broth, goat milk and/or freeze-dried toppers. “It’s all about conversations with them,” Denton says. “You have to ask questions and listen, and then do your best to educate with what is applicable to their pet and lifestyle.”

Going Big on Local

Denton prefers to use a grassroots marketing and advertising strategy to reach customers, liking that it’s organic. “It also shows the community — the very same community that I want to shop in my store — that I support them and that I support causes important to them.”

The store donates gift baskets filled with $25 to $200 worth of pet products to support fundraisers for local pet rescues, homeowners associations or schools within a 5-mile radius. “Whatever we can do to support, promote or educate, we do,” she says.

Besides having a robust website filled with products, pictures and shopper must-know information, Bark N Fetch targets locals using Facebook, Instagram and TikTok. The weekly mix includes educational and/or entertaining posts and stories, along with new product alerts.

A part-time, college-student team member creates the fun-and-informative Instagram reels and TikTok videos, which often hit thousands of views. For example, one simple yet entertaining TikTok highlights the store’s new pool toys by showing two of Denton’s dogs fighting over a toy while swimming to the song, Kokomo. A professional digital creator also puts together five annual, effort-intensive compilation videos, such as an end-of-year recap.

The key ingredient to successful posts for Bark N Fetch: using the staff and customer’ dogs. Denton shares, “I want our customers to know that what we sell and what we talk about, we use and that we have customers who love it, too.”

Making a Huge Impact

Denton opened Bark N Fetch because she cared about her dogs and knew there was a need for it. “I am all about our community and how my lifelong dream and passion can have an impact on others, whether you’re a pet parent, a pet grandparent or just a lover of animals,” she says.

Just as Denton was mentored, she happily passes on proven tips to help other retailers. Not surprisingly, the first: Utilize every bit of space and don’t be afraid to go up.

Second, add “lights, lights and more lights” to brighten the space and call attention to areas. The store started with some dropped lights and pendant lights, but when the season changed and it got darker, Denton added more. Certain areas were still too dark — and customers won’t go to where it’s dark — so her electrician ran strips of DOT LED lights underneath fixtures. She says they not only fixed the problem, but look really cool.

Her final thought: The most important lesson Denton learned is to never stop. “You might hit some speed bumps,” she says, “but just roll on over them.”

SWEET GIRL. Bailey, one of Denton’s four Golden Retriever rescues, serves as store dog for Bark N Fetch.

Five Cool Things About Bark N Fetch

1. HAPPY HOLIDAYS: Last year, the shop gathered requests from a local animal shelter, stuffed stockings around those needs, and sold them at varying price points. Denton discounted items in the stockings to make back only what she paid in order to sell more. It inspired several of the business’s food and toy brands to donate additional products, which also increased their efforts. Social media posts featured several pups who had been with a rescue or in the shelter for a long time. The drive was so well received by customers, who bought 61 stockings total, that it will repeat this year with a goal of selling 150.

2. CEILING STORAGE: Taking advantage of 20-plus-foot-high ceilings, huge cedar platforms built to Denton’s specifications store pet beds. The platforms allow Denton to utilize space upward that would have otherwise been unused. Customers love the large pet bed selection, which can’t be found elsewhere in the area.

3. VERTICAL DISPLAYS: Denton uses hard-to-find antique French bottle-drying racks of different sizes to display toys and bows, particularly to show off holiday themes. She’s meticulously ferreted out five and is in the process of getting a sixth. She says they let her add “so much height,” with the tallest at 5 feet, displaying 50 to 60 stuffed toys.

4. ATTENTION GETTER: A creative sidewalk sign attracts people walking or driving by. Two of Denton’s artistic part-timers come up with cute sayings and drawings for everyday, holidays and events.

5. CUSTOMIZED BATH: A contractor built the store’s self-serve dog wash steps to Denton’s specifications: 6 inches high, 11 to 13 inches deep. “The added depth, more toward the top, gives dogs more room to get their feet on the step before moving to the next one. I knew my old girl, Bailey, could navigate that,” Denton says. The large tub can fit even a Great Dane.

STEP ON UP: Dogs of all sizes and mobility can navigate the self-wash thanks to custom steps.

PHOTO GALLERY (12 IMAGES)

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OWNERS: Jessica and Kyle Schlosser | FOUNDED: 2009 | LOCATIONS: 3 | AREA: 7,100 square feet south side; 4,500 square feet north side; 2,100 square feet Bertha’s Beans Cat Cafe | EMPLOYEES: 26 full-time, 13 part-time | WEBSITE: lizziandroccos.com | FACEBOOK, TIKTOK & INSTAGRAM: @lizziandroccos | TOP BRANDS: Fromm, Nutrisource, Northwest Naturals, Stella & Chewy’s, Honey I’m Home, Diggin’ Your Dog, Tall Tails, OC Raw, Farmina, Weruva, Green JuJu, Tucker’s, Petcurean

RUNNING ON A “little crazy and a whole lot of love,” Jessica and Kyle Schlosser built Lizzi & Rocco’s Natural Pet Market with their own creative style and pet-driven values, along with a sense of community. The couple opened their first location in 2009 on the south side of Columbia, MO, upgrading its square footage and services in 2020. In 2014, they purchased the store where Jessica worked while attending University of Missouri Trulaske College of Business, giving the north side location a full renovation in 2023.

“Our business has expanded beyond our wildest dreams,” Jessica says. “We’ve introduced grooming services, including a self-wash station and six full-time groomers, added a bakery, and launched training programs.”

And the Schlossers haven’t stopped there. In late 2023, they bought local cat cafe Bertha’s Beans, which allows them to “drink more coffee” while helping more cats.

ARTISTIC TOUCHES. From murals to bakery items to Valentine’s Day gifts to displays, creativity abounds at the stores.

A Creative Core

Creativity remains a central value of Lizzi & Rocco’s, influencing store design, branding and merchandising. Both locations are inviting spaces for both humans and pets, with a bright and colorful aesthetic that’s visually appealing, functional and engaging. “We try to do a good job at storytelling, scene-setting and making sure our customers know we’re deeply entrenched in our community,” Jessica says.

A signature lime green runs throughout, and graphics illustrate store pets: late namesakes Lizzi and Rocco, training assistants Margot and Mac, and store cats Wanda, Dumpling and Morrison. Walls feature portraits of rescue dogs at well-known area spots to contribute to the unique, localized shopping environment. Bertha’s Beans features whimsical murals by Columbia artists. There’s also custom packaging for bakery items, branded cups — featuring fun wording such as “I licked it, so it’s mine” — and coasters, along with stickers and pins for selling and promotions.

Jessica says they aim to make the customer experience fun and interactive without being hectic and chaotic. “We want our merchandising to reflect that as much as possible.”

Netting and an appropriately shaped fixture anchor the Fish Market chew bar. Pet travel items sit on a vintage pickup truck bed. For Valentine’s Day, the team creates heart-shaped boxes filled with treats and artistic bouquets crafted from chews. And a goat milk display features a working fountain. Of the latter, Jessica says, “It was something I was inspired to make after seeing a DIY video for a garden fountain! I took a super-cute dog bowl, an empty goat milk bottle, a fountain pump and some kibble-inspired decorative glass stones. It does not pump actual goat milk because that could get gross fast, but gives the illusion of it, and it’s a fun visual to start the conversation about adding hydration to your pet’s meals!”

An arcadia-style claw machine — named Clawdia, of course — also encourages customers to engage. “It’s filled with toys we get on sale or donated from our vendors, along with treats and gift cards — it’s a great way to entertain kids and adults because who doesn’t LOVE a claw machine?”

FUNCTIONAL FUN. Decals on the training room windows add another creative element while serving a purpose: to keep dogs focused.

COOL COMMUNITY SUPPORT

The Schlossers ensure their business makes an impact in Columbia by sponsoring local events for pets and their people. Says Jessica, “Participating in these events not only strengthens our commitment to the community, but also boosts our business’s visibility to hundreds of thousands of people nationwide.”

In particular, Lizzi & Rocco’s has become known for its Columbia’s Gayest Pet Contest & Pride Photos, which raises funds for the Mid-Mo PrideFest, and Pawject Runway, a doggie fashion show benefiting local rescues. The business also sponsors Art in The Park, The Pedaler’s Jamboree, True/False Film Festival and CoMo Roller Derby. It’s important to sponsor events that help make Columbia cool and unique, Jessica says.

STORE COLOR. Lime green runs throughout Lizzi & Rocco’s locations, adding a pop of color to consistent branding.

Inspired Business Evolution

Helping to fuel the brand’s growth has been input from more-than-invested employees and customers. Several years ago when employee Jennen Herbst wanted to launch a force-free training program, the Schlossers empowered her to take the ball and run with it. “She’s now our head dog trainer and is regarded as one of the most successful dog trainers in Missouri,” Jessica says. Another employee had a passion for baking. “Now we have a bustling bakery that churns out delicacies for pets around our community.”

Denise Wallace, a customer and volunteer for a local rescue group, asked the Schlossers to take a chance on her after she quit a 15-year-long career in distribution management to put herself through grooming school. Eight years later, she has grown into the role as Lizzi & Rocco’s award-winning grooming manager.

Today, the grooming, training and bakery services contribute well over $500,000 in sales annually. Jessica says, “Our team’s sense of ownership and leadership is why we have developed and grown the way we have, because we certainly couldn’t have done it all on our own.” Jessica also points to the complementary business relationship between herself and Kyle. She serves as creative lead with a focus on business development, while “Kyle is the pragmatic behind-the-scenes guy who handles the financial, legal and logistical side of the business.”

CREATIVE DESIGN. Customers and their pets have room to move around in the stores, with displays such as a truck bed holding pet travel products offering touches of whimsy throughout.

Imagining the Future

Today, products continue to play the most dominant role, making up more than 80% of overall sales. Lizzi & Rocco’s stays on the initial mission to provide its community with the healthiest pet foods and the most innovative pet products around. Jessica says that 10% of overall sales specifically comes from raw pet food. “I think that points to our entire staff’s dedication to educating customers on the healthiest way to feed their pets.”

Next up: looking to grow services — definitely more in the grooming sector and potentially into pet sitting, as well. With the early success of the cat cafe, they plan to expand into a larger space with even greater food offerings. “But, as with everything, we’ll just go wherever the wind blows us,” Jessica says. “Five years ago, I had no clue we’d have a bakery, training program or cat cafe, but here we are!”

Five Cool Things About Lizzi & Rocco’s Natural Pet Market

1. CATS & COFFEE: When the cat cafe came up for sale, the Schlossers saw an opportunity to help cats find loving homes and to educate cat owners on nutrition, health, behavior and enrichment. After months of renovations, menu curation and learning how to run a coffee shop, Bertha’s Beans — A Cat Cafe by Lizzi & Rocco’s opened in November 2023. The cafe, named after Lizzi & Rocco’s first store cat, has quickly become a popular hang-out spot for the community, with a whopping 160 cats having been adopted so far.

2. INVENTIVE POTLUCK: At the annual potluck, staff members bring a dish with at least one ingredient that comes from a pet product the store sells. Jessica says, “You’ve never lived until you’ve had Buffalo Chicken Dip with Weruva Paw Lickin’ Chicken or arepas made out of corn cat litter and Lotus Just Juicy Pork!” The team-bonding activity also gets customer attention, like when staff members tell them how Green Juju bone broth makes great soup.

3. TALENT POOL: The Schlossers embrace being business owners in a college town. Jessica explains, “The bittersweet reality is that our staff often leave post-graduation to make their mark on the world. While we get to work with them, our goal is not only to teach them about pets, but to foster self-awareness, uniqueness and self-advocacy, especially when they have something they know can really make the whole team shine. We get to utilize a lot of really cool skills from budding journalists, photographers, graphic designers, artists and more. We give these staff members a safe environment where they can practice their skills and learn from their mistakes before they head into their next chapter.”

4. HAPPY BIRTHDAY: Recently, a customer hosted her 100th birthday party at the store so she could have a hundred animals come to wish her a happy centennial. “I think we cultivate those kinds of relationships by truly, deeply caring about our customers,” Jessica says. “Going into some retail stores feels completely void of emotion and joy, and we strive to actually create meaningful connections with our people.”

5. ENRICHMENT BOXES: The Lime Dog Box ($49.99) and the Cobalt Cat Box ($39.99) come loaded with enrichment toys, snacks and surprises. Information on what’s in the latest boxes lives on the website in both slideshow and video format. Boxes come out every other month.

PHOTO GALLERY (22 IMAGES)

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OWNER: Alison Schwartz | FOUNDED: 1992 | LOCATIONS: 2 | AREA: : 11,700 square feet Battleground, 7,500 square feet Sedgefield | EMPLOYEES: 27 full-time, 8 part-time | FACEBOOK & INSTAGRAM: allpetsconsidered | WEBSITE: allpetsconsidered.com | TOP BRANDS: Fromm, Steve’s Real Food, Farmina, Open Farm, Stella & Chewy’s, Nature’s Logic, Primal, SmallBatch, Dr. Marty’s, Petcurean, NutriSource, PureVita, Zignature, Lotus, A Pup Above, Green Juju

Alison Schwartz, Merida and Aurora

A PART-TIME POSITION LED to a full-time passion for Alison Schwartz of All Pets Considered. She joined the staff in 2008, became general manager in 2012, and took over full ownership in July of this year from Kristine Godfrey, who founded the Greensboro, NC, store in 1992.

Schwartz’ focus on pets, rebranding and expansion has fueled continued growth. The Battleground Avenue location’s 3,000 square feet of floor space now spans just under 12,000 square feet with six groomers and four bathers. A second store opened in the Sedgefield neighborhood with 7,500 square feet and a self-serve dog wash in 2018.

Passing the baton from Godfrey to Schwartz allows All Pets Considered to remain locally and woman-owned, plus continue its mission: Provide premium pet food and help local pets in need. “In this day and age of stores getting corporately purchased,” Schwartz says, “it was important to both of us to continue to do all the good in our community that All Pets Considered has done for 32 years, while allowing Kristine to retire.”

Going Big on Branding

When the Battleground store rebranded, remodeled and expanded in 2014, local caricature artist Erik Huffine nailed the desired theme of “sophisticated whimsy” with a new logo, then expanded it into artwork for the grooming department and front window wraps. “The window artwork has been so recognized as part of our brand that it also became part of our Sedgefield location and is featured on the back windows of our delivery van,” Schwartz says. To help pay for the window wraps, she smartly sold brand placement to companies such as Acana, Primal and Zignature.

All Pets Considered’s whimsical logo also features on its social media pages and store stickers handed out at events. It inspires seasonal decor and displays in the two locations, which have an open industrial feel warmed by homey fixtures and design touches.

Schwartz further expands brand reach on social media with Friday Facebook Lives each week on topics ranging from the best chew toys to DCM grain-free discussion updates. In addition, she interviews pet food and treat brands and even hosts game shows with fun giveaways.

Customers make the store’s selfie station a must-visit when it changes to a new theme.

Connecting With the Community

Prioritizing community outreach, All Pets Considered has its own event coordinator who hosts a variety of pet-centric happenings two to three times a week, in store and out at breweries, coffeehouses and even baseball games.
Events double as community goodwill and advertising. “My people are what’s so great about the store, and you can’t get that from a piece of paper or from a billboard,” Schwartz says. “When you have somebody there in front of an individual and having a conversation about their pets, it’s the best form of advertising.”

In the store, All Pets Considered’s largest annual event is Small Business Saturday, which generates 150% over an average Saturday in sales. Three other big events — Adopt-a-Palooza, Birthday Bash and fall Boo Bash — average about a 20% to 30% increase in sales on their respective Saturdays.

The All Pets Considered crew attending community events serves as the best form of advertising, Schwartz says.

Birthdays are a big deal at All Pets Considered, with plenty of cookies and celebratory accessories.

Offering Exceptional Online Service & Delivery

All Pets Considered’s online ordering went live in March 2020. “Just in time for the world to shut down!” Schwartz says. “It quickly became our lifeline and has continued to be a valuable way for us to retain customers.” Today, online orders for delivery contribute 5% and growing to the overall bottom line.
Delivery radius extends 11 miles around each location, which covers most of the county. Orders over $25 are delivered for free. An average of 15 orders go out seven days a week in the bright pink delivery van. Drivers make up a big part of the delivery program’s success. They learn about the products All Pets

Considered sells to offer advice if needed. “They are our customer service delivered right to our customer’s doorstep,” Schwartz says.

Most recently, the store added heyhuman to its online customer experience. The messaging platform allows staff to interact with customers via video or chat calls, and serves up a growing library of video content featuring Schwartz sharing information about products and services. “This small feature has proven useful with customers who engage with the videos. They stay twice as long on our site as those who visited prior to having the platform. We frequently change up the videos to keep repeat visitors engaged.”

The colorful murals at the Battleground store now also adorn the Sedgefield location.

What’s Next?

Today, pet supplies remain All Pets Considered’s bread and butter. Professional grooming and the self-service dog wash contribute a quarter of overall business annually. Schwartz has set her focus on growing delivery for the original Battleground location and continuing to develop the newer Sedgefield store, which has seen its revenue grow by 15% this year compared to same period in 2023.
She dreams of adding a third store in the next five years as well as services such as mobile grooming, where All Pets Considered can serve individuals at retirement or age-55-and-up communities, who own pets and need services that come to them. After all, Schwartz says, “The base of who we are is part of the community.”

Customers appreciate having access to Sedgefield’s four self-wash stations.

Five More Cool Things About All Pets Considered

1. Themed Selfie Stations: With benches built from delivery pallets, the team decorates the popular selfie stations seasonally. Themes started with Sofa King Cool, then on to Kissing Booth (February), Kiss Me I’m Irish (March) and the spring-themed If You Were A Flower, I’d Pick You. Schwartz says the station engages with customers in a fun way in store and on social media.

2. Secret Shopper: A service secretly shops each location monthly to ascertain the store’s customer service skills and to ensure there are enough staff at each location to meet customer needs. The shopper grades staff on phone-call etiquette, store presentation, greeting/staff interaction, checkout experience and overall experience, and then gives an overall grade up to 100%.

3. Dog House Gingerbread Contest: Eight treat vendors sent full-size bags of treats for decorating gingerbread “dog houses.” Held at a local cidery, participants paid $30, which included their first drink, a gift bag full of treats valued at more than $100 and a gingerbread house set. The houses were built during a two-hour timeframe, with photos of each posted to social media for voting. The winner received a $100 gift card to All Pets Considered.

4. Radio and TV Commercials: “We write and perform in all our commercials,” Schwartz says, “some of which have been entered into contests with the stations that hosted the ads.” She’s found them to be extremely successful marketing tools. The latest TV commercial, filmed at Schwartz’s house, focuses on the brand’s delivery service and stars her own scene-stealing Dachshunds.

5. Subscription Boxes: Designed around a philanthropic vibe, Bonefactor (dog) and Generoskitty (cat) boxes give back to a monthly local charity partner with themes and brand sponsors changing each time. The $19.99 per month subscription price guarantees a value of at least $40. The program encourages customers to try new products. Says Schwartz, “In May, we had a box sponsored by NutriSource and one of our subscribers returned to purchase a big bag of the NutriSource Chicken and Rice because she said she had never seen her dog so excited to eat before!”

PHOTO GALLERY (26 IMAGES)

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OWNER: Mark Robokoff | LOCATIONS: 1 | AREA: 3,600 square feet | EMPLOYEES: 1 full-time, 3 part-time | WEBSITE: akbarkgifts.com | FACEBOOK & INSTAGRAM: akbarkgifts | TOP BRANDS: 2 Hounds Design, Bubba Rose, Canada Pooch, Chilly Dog, Coyote Vest, Cycle Dog, Fuzzyard, Gold Paw Series, Hurtta, Huxley & Kent, Julius K9, Katziela, Mirage, Mountain Straps, Nite Ize, Muttluks, Natural Pet Co., Non-Stop Dogwear, Noxgear, Outward Hound, PetSafe, Rex Specs, Ruffwear, Shed Defender, Snoozer, Tuesday’s Natural Dog Co.

Mark Robokoffand Dutch

ALASKANS HAVE A saying: “We don’t give a damn how they do it ‘Outside,’” referring to anything outside of the 49th state. Adopting that independent mindset and embracing the local community has helped AK Bark in Anchorage evolve into the successful pet business it is today. “What started out primarily as a pet-themed gift store quickly morphed into a specialty pet-gear store as we found this subsegment that was underserved in this market,” owner Mark Robokoff says. “Our slogan is ‘Intensely Alaskan,’ and we are intensely community focused.”

By truly listening to his customers and following consumer demand, Robokoff has benefited by letting those factors shape much of his business. He has created a store specifically for Alaskans and their surroundings.

Robokoff opened AK Bark in 2016 with a focus on Alaska products, moving it in 2022 from a strip center to its current building on Fireweed Lane.

“The cinderblock building offered double the space but had the curb appeal of a penitentiary,” he says. “The building was a blank canvas begging for color.” From his acting work in Alaska theater productions over the past 25 years, Robokoff knew a talented scene designer and muralist and hired her for the job.

Looking the Part

“Cleo Pettit flew to Anchorage and spent the month of May 2022 painting our mural for her old friend,” he says. Because billboards are banned in Alaska — “so motorists can enjoy the scenery” — and strict ordinances limit how much mural space could show dogs, the pair got creative. “We filled a false third window with the faces of actual AK Bark canine customers.”

The rest of the two-story, 100-foot mural decorates the neighborhood with fireweed, a ubiquitous local plant with beautiful bright pink flowers.

“Alaskans see it as a symbol of renewal, as it gets its name from being the first plant to grow after a forest fire, and it’s a welcome sight signaling the start of Alaska’s summer,” Robokoff explains, adding that the store also sits on Fireweed Drive. “It was the perfect symbol upon which to base our branding and décor.”

Fireweed pink appears throughout the store’s interior color scheme, including in ribbons in the slatwall, and he created a classic vibe by adding two vintage rolling ladders for two-story displays. The floor features a herringbone pattern with display units aligned on its 45-degree angles to break up the space and guide customers through the store. “All display units are hand-made by me or second-hand and repainted.”

The “8 Paws of Gold” design, owned by the store, adorns flags, T-shirts and other products for people and pets, all exclusive to AK Bark.

AK Bark sells a variety of locally made and sourced treats.

Local Sourcing

AK Bark has a two-pronged buying strategy: Alaska-Made and Alaska-Necessary. As customers asked for special pet gear they weren’t finding elsewhere, Robokoff saw an opportunity and adjusted his gift store business model to what his community wanted and needed. “We stock Alaska-Made items when possible, and a local high-school girl fills our ‘AK Barkery’ case with adorable cookies and cakes,” he says, adding that they typically sell a cake every day. “Our biggest revenue source is treats,” and “nearly all our brands are made locally, including freeze-dried salmon and locally sourced, naturally shed moose and caribou antlers, raw or smoked with salmon oil.”

Treats make up 18% of sales, followed by health and wellness (17%), toys (11%), dog apparel (8%), harnesses (7%), collars and leashes (7%), dog gear (6%) and booties (6%). The remaining 20%: human apparel, bedding, grooming products and gifts. Noticeably absent from this list is pet food.

“As everyone knows, pet food has a low margin and high demand for space. You’re dealing with expired product and all the usual trappings,” Robokoff says, leaving the category to nearby chain and feed stores. “Using the space differently allows for a much wider variety of other products. Making a go of it without dog food was a risky experiment, but it’s working for us so far!”

Instead of trips to the pet store being a chore, Robokoff says customers visit AK Bark “to see what’s new and to buy things that enrich their dog’s life or keep them safe in the Alaskan outdoors. “Customers shop while thinking about their dog and their next hike or play session. It’s an entirely different mindset and the result is a completely different, upbeat vibe.”

A local high school student keeps AK Barkery well stocked with cookies and cakes.

Staffing Strategy

While many Anchorage businesses have struggled to find and keep quality employees, AK Bark has not. Most of Robokoff’s hires are from marginalized communities, and his turnover is very slow. He attributes some of this hiring success to higher wages and enjoyable perks. “AK Bark’s team members make significantly more per hour than their counterparts and receive a bonus whenever the store has a better-than-average month,” he says, adding that individual bonuses often surpass $1,000 in busy months.

“Team members also bring their dogs to work, get a hefty store discount and free lattes and mochas from the neighboring coffee shop, on me,” he says. “Our store simply puts customers in a good mood, which makes the retail working experience much more enjoyable than most.”

When hiring, Robokoff looks for ease with personal interactions. “We are competing with giant corporations that don’t prioritize keeping their best people as much as we do,” he says. “Friendly, intelligent and informed interactions are their weakness, so we make it our strength.”

Savvy Marketing

The company’s effective use of social media to inform and interact with the community pays off. Part of its strategy is to post on Facebook and Instagram three to five times a day. These interactive posts include dogs trying booties for the first time or going crazy for a new toy, pictures of visiting puppies to lift spirits and a weekly caption contest with a prize: a $20 gift card.

One post, in particular, shot the store to viral fame. “A few years ago, I penned some thoughts on a neighbor who was pulling their senior dog on a sled through the snow,” Robokoff recalls. “The post went viral and was shared nearly 100,000 times, boosting our following.” The store’s current reach is over 14,000 followers on Facebook and over 3,300 on Instagram.

In addition, Robokoff also writes a column for a local publication, where he offers advice specific to Alaska dog issues. Topics include choosing the best booties, what the warmest coats are, and how to survive Alaska’s Breakup season, which he says is the state’s version of Spring.

AK Bark carries products Alaskans need and want for their pets.

Planning a Bright Future

AK Bark currently is rolling out a state-of-the-art loyalty program that integrates into its POS so transactions are attached to the customer’s name, resulting in a more streamlined and effective process. As part of the program, frequent customers earn points toward store-branded swag, from treat pouches and poop bags to AK Bark shirts and hoodies. Lapsed customers are re-invited to visit with a discount,” and “online purchases earn the same reward points as in-store ones, combined into a single tally,” Robokoff says.

All future plans for the store involve the successful Alaskan influence. “More than most cities in the U.S., an independent pet supply store in Alaska MUST define itself by the place in which it resides,” he says. “Without intense community focus, it has no chance of competing with the more efficient business models and huge price-reducing contracts of national chains.

“The goal is for the community to see our store as ‘their’ store, where profits are put back into the community instead of being sent elsewhere,” he continues. “It is a make-or-break effort businesswise, but it’s also just the kind of folks we are.”

Five More Cool Things About AK Bark

1. First in CBD: “AK Bark was the first store in Alaska to offer CBD to pets, back when it was severely controlled and misunderstood,” Robokoff says. “We did the research and only stock the highest-quality products on the market. CBD continues to be a significant percentage of our sales, including AK Bark-branded treats that are dosed individually after baking. Putting in some extra effort in a new and controversial product has paid off with customer loyalty and trust.”

2. Good Fences: AK Bark uses geo-fencing in its digital marketing. “When a customer has cellular location services turned on and they enter the ‘geo-fence’ around a competitor, we can then serve AK Bark ads to those phones, encouraging customers to shop locally and get hard-to-find pet supplies that better suit our climate,” he explains.

3. Selfie Station: Many customers get a shot of their pet in front of the AK Bark mural. “Facebook and Instagram get flooded with customer posts tagging the store,” Robokoff says. “Nobody takes their dog’s picture in front of a warehouse store and tags petco.com.”

4. Worthy Cause: AK Bark hosts adoption events for The August Foundation, a rescue group that finds forever homes for retired sled dogs. In response to several tragic collisions between mushing teams and snowmobiles last winter, the store and rescue partnered to outfit as many sled dogs in the state as possible with LED gear at no cost. Thanks to discounted pricing from Noxgear, they raised $10,000 for more than 400 LED dog vests.

5. Iron On: Local suppliers provide the store with Alaska-themed bandanas such as northern lights, moose, bears, salmon and sled dogs. Customers can get their dog’s name put on a bandana via heat-transfer vinyl at the store’s Customization Station.

PHOTO GALLERY (21 IMAGES)

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OWNER: Danielle Wilson | FOUNDED: 2009 | LOCATIONS: 1 | AREA: 5,505 square feet indoors, 45,000 square feet outdoors | EMPLOYEES: 14 full-time, 1 part-time | WEBSITE: mybathandbiscuits.com | FACEBOOK: | bathandbiscuits | INSTAGRAM: bathnbiscuits | TOP BRANDS: Lucky Dog Biscuits, Mad About Organics, Bailey’s CBD, Puddle Jumper Pups, Blueberry Pet and Fluff & Tuff

Danielle Wilson

“NO ONE IN our village knew what a DIY dog wash was, but boy did it take off,” groomer Danielle Wilson says about opening Bath & Biscuits in 2009. The business started in a small century-old building in Granville, OH, offering full-service grooming and two self-wash tubs that her husband, Sheriff Deputy K9 Handler Shawn Wilson, constructed from horse troughs. A boutique area sold private-label pet food, bakery items, chews and supplements.

Bath & Biscuits moved to a much bigger space — 5,505 square feet indoors and 45,000 square feet outdoors — down the road in 2020. Wilson also now offers day care, boarding and training, in addition to a wider range of premium pet products. Strong branding along with the distinctive look and feel of the business, born from her love of vintage and steampunk aesthetics, have led to continued growth year over year.

Investing in the Brand

“Our brand reflects our commitment to providing unique and high-quality services to our customers,” Wilson says. She purposefully chose every element, from the color scheme to the main logo and sub-logos, to convey style and sophistication in a welcoming way. “We want our customers to feel at home when they visit us, and I believe that our brand helps to achieve that.”

The Bath & Biscuits logo itself (seen above on Wilson’s T-shirt) has significantly transformed over the years. Once a cartoon dog sitting in a bubble bath, Dox Design created a refined text-based logo to connect with the upscale community of Granville. Wilson hired a professional photographer to highlight the retail offerings and services, capturing them with beautiful images now found throughout her feature-rich website and social media.

The boutique’s bold interior reflects Wilson’s vision best. “My love for vintage and steampunk, as well as rich, deep colors of creams, browns, sepia, dark green and antique gold inspired the new look,” she says.

Gold-framed pet portraits and handmade wooden cabinets showcasing products greet customers upon entering. A white-brick fireplace stands out against a black wall, its mantel holding vintage decor interspersed among products such as private-label candles. Artificial plants and flowers in her favorite colors sit throughout the space. A glass door and hallway lead to the full-service grooming area, while the day care has its own entrance. “It’s not your typical pet salon,” Wilson says.

Unexpected pieces are found throughout the exterior and interior of Bath & Biscuits.

Creating Outstanding Services

Grooming and self-wash reign as the top-selling services offered at Bath & Biscuits (45% of revenue), followed by dog day care (20%), retail (20%) and dog boarding/training (15%). About her grooming philosophy, Wilson says, “I typically don’t follow breed-specific grooming styles. While I can, my passion lies in crafting unique and creative styles that highlight the genuine character of the dogs.”

The DIY option remains unique. “We have the only self-serve dog wash that includes a free nail trim, along with a blueberry facial and ear cleaning,” she says. “Dog owners love that we take the time to include these services with the self-serve. Even though other area places have opened DIY dog washes, ours contributes a solid 5 to 8% toward our bottom line each year.”

When it comes to day care and boarding, Bath & Biscuits offers its own spin, too. Enrichment Day Care includes off-leash play sessions with other dogs and fun activities selected for each pup, including visits to the Sensory Garden (see 5 Cool Things below). Dogs who spend the night stay in one of five deluxe kennels and get meals, enrichment activities and play sessions, along with a story and snack at bedtime. Puppy Play Date sessions, for pups 8 to 24 weeks of age, happen on Saturdays and set them up for a successful transition into day care.

Wilson says these special touches and treating each pet like an individual create customer loyalty. “A long-time customer once told me that the reason she brings her dogs to Bath & Biscuits is because we ‘take the time to care.’ It’s a statement that has stuck with me over the years, and I truly believe it’s what sets us apart. We take the time to get to know each and every animal in our care, to understand their unique personalities and needs. We strive to create a warm, welcoming environment where pets feel safe, happy and loved.”

Grooming makes up 45% of Bath & Biscuit’s overall revenue.

Empowering Employees

Bath & Biscuits has 15 staff members: multiple bathers, groomers and day-care attendants, plus a trainer and a manager. Wilson says that like the brand, they have evolved over the years. “We encourage our employees to grow with us and have sent two bathers to grooming school. One has been grooming professionally with us for over six months now and is doing fantastic!” Another bather currently enrolled will be grooming dogs by next summer.

Training programs such as Groom Haus, Paragon and Dog Handlers Academy contribute to employee success. Wilson says she has confidence in her staff’s capabilities, and they know it. “Empowering leadership in a business is crucial. By empowering them, they are given the opportunity to take ownership of their role and feel a sense of pride in their work.”

Brand colors and signage appear throughout the business.

Pursuing Her Dream

Wilson shares that it’s hard to believe Bath & Biscuits has grown from the small grooming salon with two horse-trough DIY dog baths to the amazing pet care destination it is today.

“Running a small business has been one of the most fulfilling experiences of my life,” she says. “It’s not just about selling pet products or providing services, but about creating a welcoming environment where people feel comfortable and happy to bring their beloved pets. Every day I walk into my shop, and I feel an immense sense of pride. It’s amazing to think that I created this beautiful place!”

In the future, she hopes to construct and own her next building to make more room for day care, offering even more enrichment activities and exclusive services.

Wilson’s love of steampunk greets clients via this adorned dog statue.

Five More Cool Things About Bath & Biscuits

1. Educating Customers: Wilson worked as a Registered Veterinary Technician before becoming a groomer. This has informed the way she interacts with clients. “I know that some people may see me as ‘just a groomer.’ That’s why I make an effort to educate our clients on the importance of grooming and the impact it can have on their pet’s health and well-being. I also strive to go above and beyond in my interactions with clients. I make sure to listen to their concerns and offer advice on any issues we may notice. By building a strong rapport with our clients, we hope to be seen as a valued member of their pet’s healthcare team, rather than just a service provider.”

2. Educating Pets: Head trainer Kristen VanNess, KPA-CTP, holds group classes in the indoor day-care area on Saturday afternoons. Dogs can take part in training during day care as well as overnight boarding, the latter with a two-week board-and-train package. New this year, the Puppy Raising Program: Puppies attend day care twice a week and get 30-minute incremental training. VanNess holds a parent-teacher conference weekly to discuss the puppy’s progress. All program graduates have become day-care clients. “It’s kind of neat,” Wilson says, “we grow our own day-care dogs.”

3. Stop & Smell: A sensory garden enclosed by a wooden privacy fence sits between the outdoor turf yards. Different types of fragrant plants, including herbs and flowers, and different textures, such as soft grass, rough rocks and smooth stones, fill the garden, which also has a wind chime. Dogs can smell, feel and dig — there’s a sand pit with hidden toys. Wilson says, “It’s not just a fun space for dogs to explore and play in, but it can also have therapeutic benefits for them and our staff.

4. Nail Trim Club: Members can bring in dogs (or cats, bunnies, Guinea pigs, parrots, etc.) for a walk-in nail trim for $20. They get a free nail trim if they bring the pet back within 30 days, or if someone has two dogs, it’s basically buy-one get-one free the same day. Wilson is a big advocate for keeping a dog’s nails trimmed to prevent health issues caused by overgrowth.

5. Creating Community: In the private Facebook group “Parents of B&B’s Dog Day Care,” staff post action shots and videos so pup parents also can experience the fun. Offline, the team takes part in a variety of Granville events, including the July 4th celebration. Wilson donates gift cards for the “Most Patriotic Pet Contest,” and they ride in the parade. “We throw poop bags filled with Tootsie Rolls to the kids along the route. It’s hilarious to see their faces when they catch the bags, and the parents and villagers love it. We like to foster a strong bond between our business and the pet-loving community we serve.”

PHOTO GALLERY (27 IMAGES)

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Join us in congratulating the 2024 America’s Coolest pet businesses.

There are countless reasons to celebrate independent pet businesses. They serve as vital members of pet care teams, advising their customers on everything from allergy support to zoomies. Indies employ and invest in — and regularly give back to — their local communities. These businesses also have high expectations for our industry, thus helping to elevate it as a whole.

With our annual America’s Coolest contest, we celebrate some of the best independent pet businesses in the country. We always say, there are many different ways to be “cool,” and this year’s eight winners once again prove that point. Among them are a multi-location store transitioning to new ownership after 30-plus years, an intensely Alaskan pet store, and a steampunk-inspired grooming salon with day care, boarding and retail. We profile those three businesses on the following pages, and the remaining five will be featured in issues through May-June 2025.

One last note on this year’s contest: The competition was fierce! Nearly 40 businesses entered, each of them worthy of the America’s Coolest title. It made narrowing the field quite difficult for our panel of judges. (Meet them below.) We hope those that didn’t win will enter again next year.

Finally, a big thank you to 2024 America’s Coolest sponsor SUPERZOO, which will provide an amazing SUPERZOO prize package to our winners: three nights at the Luxor Hotel, VIP Buyer benefits, and education passes for retail and grooming sessions. Winners also get to judge this year’s New Product Showcase. Very cool!

AK Bark
Anchorage, AK
READ PROFILE

All Pets Considered
Greensboro, NC
READ PROFILE

Bark N Fetch
Frisco, TXREAD PROFILE

Bath & Biscuits
Granville, OHREAD PROFILE

The Crazy Dog Mom
Stoughton, WI
COMING SOON

Lizzi & Rocco’s
Natural Pet Market
Columbia, MO
READ PROFILE

The Nautical Dog
Williamsburg, VA
COMING SOON

Premium Pets
Jefferson City, MO
COMING SOON

CLAP FOR THE COOL KIDS

There’s a party going on right here, and it will continue at SUPERZOO. At 3 p.m. on Wednesday, Aug. 14, we’ll present this year’s America’s Coolest winners with their trophies, live on the Show Floor Talks Stage. At 4 p.m., we’re hosting a happy hour at our booth (#5019). Stop by to enjoy a refreshment, alcoholic or non-alcoholic, on PETS+ and contest sponsor SUPERZOO. See you in Vegas!

The post Meet the Winners of 2024’s PETS+ America’s Coolest Contest appeared first on PETSPLUSMAG.COM.

OWNER: Alli McDonough; WEBSITE: fidoandstitch.com; LOCATIONS: 3;  FACEBOOK: fidoandstitchgr; INSTAGRAM: fidostitch; FOUNDED: 2015; AREA: 1,400 square feet Grand Rapids, 800 square feet Rockford, 6,000 square feet Jenison; TOP BRANDS: Fluff & Tuff, Northwest Naturals, Bosco & Roxy, Charlotte’s Web, Earth Animal, West Paw, Fromm, Zignature, Acana, Kurgo, P.L.A.Y., Fringe Toy Shop, Polkadog; EMPLOYEES: 3 full time, 14 part time

Alli McDonough credits her team, in costume and not, with much of the success of Fido & Stitch.

ALLI MCDONOUGH WANTED to own a business that she loved going to every day and that made people happy. So she combined her passion for dogs, community and market research (backed by an MBA), and got to work. When she discovered that Grand Rapids, MI, didn’t have a boutique pet store, she opened Fido & Stitch there in 2015.

“We offer all kinds of supplies, but more on a specialty and holistic level,” McDonough says of the store’s inventory now and then. “We have things that are sustainable, made in the U.S., made locally, etc. We also have pet foods that we handpick ourselves, based on value and specific needs.”

Besides the best products for all dog breeds and needs, Fido & Stitch carries gift and specialty items not found at big-box competitors, along with some cat offerings, while also offering high-end grooming services. All of this contributed to the store becoming quite successful after six years. That was when McDonough decided it was time to expand.

Planning to Expand

McDonough never wanted to own just one store; her goal was always to operate multiple locations. “It spreads costs across more than one location while increasing revenue, so it’s a great way to become more profitable,” she says. “Plus, it allows my brand to be recognized in more areas and become more widely known without spending more advertising dollars.”

In 2021, McDonough expanded the Grand Rapids store to create a larger grooming department, satisfying a big need in the area at the time. That same year, she opened a second location with grooming in Rockford, MI. In 2023, she acquired a boarding and day-care facility. It became Fido & Stitch Pet Resort & Salon in Jenison, MI.

McDonough had always had an interest in adding a day-care and boarding facility. “It would be another service to give my customers as a part of their one-stop shop with Fido & Stitch,” she says, and, “It definitely adds to the overall bottom line.” Since acquiring the facility, she and her team have focused on rebranding and improving its reputation.

Of course, running three locations has its challenges. McDonough says it’s harder to get to know all of her employees (something she loves to do), and there are three times the issues that need to be addressed. But thanks to the more than 25 full-time and part-time employees, Fido & Stitch as a whole continues to move forward and grow. McDonough credits her team with much of the success and says that they are “what make the business go round.”

Even with different aesthetics across three locations, the Fido & Stich brand carries through both inside and out.

Creating the Dream Team

The No. 1 requirement to work at Fido & Stitch: Be passionate about dogs and people. “These are two skills that you can’t teach,” McDonough explains.
She leads strategy, finances and operational tasks, plus partners with department managers to run daily operations. McDonough strongly believes in utilizing the strengths of employees to give them roles and responsibilities they are good at, so everyone sees the contribution they make and takes ownership. Also, she’s found that this approach keeps them engaged and happy — a big factor in growing the business.

All retail employees go through WhizBang! Retail Training’s Retail Sales Academy. It teaches operational processes, procedures, product knowledge, customer service and retail sales, including through a custom course for Fido & Stitch. Not only do all of the employees get a certification in retail sales, they also learn common procedures. The program includes videos and quizzes specific to the brand. “It is a great way to get employees on-boarded without wasting manpower to do so,” McDonough says. “There is obviously hands-on training that is very important, but this allows us to touch on a lot of topics they wouldn’t otherwise be introduced to until a few months into the training.”

In a creative pivot to hire and retain quality groomers, McDonough has also fully supported three grooming apprenticeships through Paragon Grooming School. The apprentices, including Shannon O’Hara (at left), also receive training and hands-on experience from Fido & Stich groomers, particularly the grooming manager. “She’s been pivotal,” McDonough says of Bobbi Bloom, who has more than 12 years of experience and is particularly skilled with helping dogs who’ve had bad experiences with grooming in the past.

Also on her rockstar top team are Sofia Seath, the retail manager who manages both stores, and Alexandria Bowers, the day-care and boarding manager at the resort. McDonough says, “Putting these people in place has been a game changer to my success in the last couple of years, and I attribute a lot of it to them and the employees they helped to hire.”

Alli McDonough added a day care and boarding facility to the Fido & Stitch family in 2023. She looks forward to its role in growing the bottom line of the business in 2024.

Leaning on Those in the Know

One of the biggest lessons McDonough has learned is to lean on other people’s strengths when needed. She isn’t afraid to ask for help, but in the beginning was reluctant because of cost. McDonough ultimately figured out, though, that “You can’t do it alone if you want to grow. I think that is an important thing for all business owners to know.”

She’s received help in areas that have had a huge impact on Fido & Stitch’s bottom line. One was the total rebrand by Dox Design. McDonough wanted to move beyond the original colors, simple logo and inconsistent branding to something that better represented the current business. Dox Design created a consistent and custom voice for the brand, including sub-logos, graphics, icons and background wallpaper. “It allowed me to grow simply by maturing my brand and reaching customers in a consistent and professional way,” she says. That consistency is seen across all three locations, despite their varying clientele and different exterior and interior aesthetics. “Our Grand Rapids store has an urban-industrial vibe, where our Rockford store has a Main Street and bright atmosphere. Our resort location is an open-concept boarding and day-care facility, a more ‘boutique’ facility where you can see everything that goes on within.”

McDonough also got professional help with bookkeeping, which she did for the first four to five years and hated. She hired Symmetrical Solutions to take about 20 hours of bookkeeping off her plate each month, which she now invests in other parts of the business. Plus, “I now trust that my books are correct and done on time,” she says.

All of the team members and outside help have allowed McDonough to focus on what she loves doing and what helps her grow the business, such as strategic aspects of the company including forecasting, growth and marketing strategy, leadership, and community building.

Looking Toward the Future

McDonough remains focused on growing the bottom line. Currently, boarding brings in 11% of total revenue and day care 12%, from Fido & Stitch Resort & Salon. Grooming, from all three locations, contributes 53%. And retail — from the two stores — contributes 24%. Instead of adding more locations in 2024, she’s looking to increase Fido & Stitch’s total revenue by 29% to hit more than $1.4 million.

How to hit this goal? She says, “The biggest thing is growing our customer base.” It’s all about retaining and attracting new customers at the three locations — to become the brand that the locals shop as their one-stop destination for food, treats, chews, grooming and even training.

McDonough also points to continuing Fido & Stitch’s important mission. “The big picture is educating as many people on how to give their dog a long, healthy and happy life through nutrition, proper grooming and socialization.”

Five Cool Things About Fido & Stitch

1. PRIVATE SHOPPING: To give all dogs the opportunity to enjoy Fido & Stitch, the store will open early for private shopping. This welcomes in people and their reactive pups who wouldn’t feel comfortable coming in during regular business hours.

2. MARKETING INTERNS: Each store has its own social media specialist, who regularly posts and engages with customers. McDonough makes it part of a marketing internship she offers through local colleges. “It helps us staff the store,” she says, “while hiring someone who can help with all marketing aspects, like social media, communications, event planning, etc.” McDonough believes that adding this role has been a game changer for Fido & Stitch’s online presence.

3. BONE BOX: Each box includes healthy and digestible bones and chews, with a unique product the dog probably has not had. Customers can purchase a monthly subscription for $29.99 or $49.99, with size and number of chews varying, or save with a three- or six-month subscription.

4. LOOK IT UP: Employee “manuals are built by those in the roles on a day-to-day basis,” McDonough explains, “so they are accurate and thorough, and pertain directly to situations encountered on a day-to-day basis.” There’s a manual for every aspect of the business — grooming, retail, and boarding and day care — plus a general employee handbook that covers values, dress code and policies. Managers regularly update them.

5. PAWTY TIME: McDonough says, “We always try to come up with new ways customers can involve their dogs in the fun!” The three locations host a variety of events throughout the year, engaging shoppers and helping to keep Fido & Stitch top of mind. Among them: tailgating parties for football games, community Woof Walks to neighborhood breweries and restaurants, pictures with Santa and an annual customer appreciation event. Giving back is important, too: Annual events benefit local animal shelters.

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OWNER: Molly Lewis and Sean Kelly; WEBSITE: dogriverpetsupplies.com; LOCATIONS: 1;  FACEBOOK AND INSTAGRAM: dogriverpetsupplies; FOUNDED: 2018; AREA: : 3,000 square feet; TOP BRANDS: OC Raw, Wild Coast Raw, Northwest Naturals, SmallBatch, Rawr, Vital Essentials, FirstMate, K9 Natural, Feline Natural, Fromm, Open Farm, Ruffwear, Carolina Pet Co., Tall Tails, Fluff & Tuff, West Paw, Outward Hound; EMPLOYEES: 4 full time, 3 part time

“I LIKE TO say it was ‘Magic’ that made this store happen,” says Molly Lewis, who owns Dog River Pet Supplies in Hood River, OR, with business and life partner Sean Kelly.

Her lifetime love of animals, art and advocacy mixed with a work history in holistic veterinary medicine and independent pet supply made opening their own store a natural choice. When doing market research on small towns in Oregon, where Lewis grew up, they found there were more dogs than children per household in Hood River County, but no pet supply stores within 25 miles. They moved to Hood River.

Molly Lewis with Nova

There they met Magic, an older dog diagnosed with cancer, at an appliance-repair shop while looking for a washer and dryer. They got to talking with Magic’s people, who owned not only the business but the building. “I offered to help them with a nutrition and supplement protocol to address Magic’s diagnosis,” Lewis recalls. “Not only did we buy a washer and dryer, but we also agreed to lease half of the building to open a pet supply store.”

Founded in September 2018, Dog River Pet Supplies opened its doors on Feb. 14, 2019, under 32 inches of snow. “We had five customers that first day — and one of them was my mom,” Lewis says.

Since then, the store has become a beloved part of the community. Focusing mostly on dogs and cats, it’s open daily, as Lewis wants the store to function like a grocery but feel like a cozy boutique. She runs daily operations while Kelly oversees the finances (plus tortures the staff with terrible dad jokes). They have seven employees, five as retail staff and one purchasing manager.

A Lot of Community

“We have 100% changed the fabric of our community,” Lewis says of Dog River Pet Supplies.

The city of Hood River sits between the Columbia River and Mount Hood, making it a destination for outdoor lovers, and has areas that are more touristy and those more for locals. The store resides in one of the latter. Along with a nearby bakery, it helped to reinvigorate the neighborhood, becoming an anchor store for the area that now boasts two yoga studios, a wine shop and a brewery. “We do get a lot of tourists in the summertime,” Lewis says, adding that they lose snowbirds in the winter. Most of the business comes from community outreach and word of mouth. They see a lot of families with dogs and cats. Although the average customer ranges from early 30s to late 50s, they sell and deliver to a lot of seniors in local retirement communities.

Dog River Pet Supplies sponsors many local shelter events, has a shelter donation station at the checkout and partners with FirstMate to give a free bag of food to anyone who adopts locally. Lewis feels a great amount of responsibility to the animals and humans in her community. “If it snows, I spend the night at the store so that I can shovel the sidewalks and open the door in the morning,” she says.

Brand colors and textures also reflect the woodsy Oregon setting and extend from the store’s facade to its interior touches, such as the carved iPad holder at left.

A Lot of Customer Support

Lewis says that hands down, customer service is the No. 1 factor contributing to the store’s success. Much of what they do is support the humans so they can support their pets. “We care deeply for every one of our customers,” she says. “I always joke that our shop is half pet supplies and half psychotherapy practice.”

Many times, people come into the store at the point where they feel like no one can help them. Whether they need training or nutrition advice, Lewis tells them her team can provide it. She says, “Oftentimes the kind of emotional support we give to humans is even more pertinent and effective than selling a product.”

They guide new puppy parents with whole food nutrition recommendations and jump in at the end of life to provide emotional support for the human and comfort care for the pet, plus the wide range in between. A key service: Recommending nutrition and supplementation to help bring dogs and cats with different medical diagnoses back to a place of balanced health. She says customers often come in a few weeks after implementing the recommendations and say, “It’s like she’s a whole new dog!” It’s those comments that remind them that what they do matters.

Dog River Pet Supplies strives for an exceptional customer experience. This includes meeting all of the customer’s needs, even if it’s outside the scope of their business. “We provide a lot of referrals to dog trainers, veterinary clinics, palliative care practitioners, holistic veterinary medical care, massage, acupuncture and dental care professionals,” Lewis says. “We always try to connect the client with the resources they need.”

A Lot of Nutrition and Natural Medicine

The store’s broad inventory of whole food diets and natural remedies reflects its mission to encourage pet parents to advocate for their pet’s health through species-appropriate nutrition and herbal supplementation. Around 28 dog food and 20 cat food brands are available, with dog top sellers being OC Raw and FirstMate, while SmallBatch, Feline Natural and FirstMate land on top for cats. Overall, about 60% of sales is food (30% raw and 30% canned and kibble), with 20% supplements, 10% apparel and accessories, and 10% toys.

Customers enjoy a robust selection of supplements from around 32 different brands, including best sellers Adored Beast Apothecary and Animal Essentials. “The supplement section is really important in our store,” Lewis says. “It’s a conversation piece, for sure.” Many customers arrive not knowing much if anything about holistic nutrition or medicine, especially for pets. However, the team has a deep knowledge base, especially Lewis, whose background includes 10 years at an indie pet supply store and three years working for a holistic veterinarian/reiki master. No wonder the holistic advice and products are the second and third areas that contribute most to the store’s success (and bottom line).

Dog River Pet Supplies takes holistic health advice one step further by including a treatment room at the store where holistic veterinarian and reiki master Keith Weingardt, DVM, CVA sees patients once a month. Dr. Weingardt educates customers on traditional Chinese veterinary medicine (TCVM) food therapy, plus recommends foods and supplements sold in the store. Lewis explains, “It gives clout to our mission in a community that is very conservative when it comes to alternate veterinary therapies.”

In the future, she hopes to host additional holistic practitioners, such as canine chiropractors and massage therapists, palliative care vets and herbalists.

Sales of cat products make up a healthy 25% to 30% of sales. Lewis says, “Some days, I’m like “Today is a cat day!”

A Lot About the Staff

The store’s most valuable asset: the staff. “They are the business,” Lewis says. “They are the front-facing beauty of what makes our store magical.”

She supports her staff’s own distinct skills and passions. “I am a big believer in letting each employee show me where they shine,” Lewis says. If someone is an amazing artist, then she has them create displays and signage. If the employee is organized and meticulous, they do inventory counts and/or receive freight.

She provides the Dog River Pet Supplies team with lots of opportunities to learn rather than a specific training program. For example, she recently registered those who were interested in Rita Hogan’s Canine Herbalism class, a self-paced course on how to source and administer herbs for health conditions in dogs and cats. Lewis also utilizes manufacturer’s training modules to help the team learn about specific products. One of her favorites is Adored Beast Apothecary for its vast training module she finds both fascinating and insightful. “I love founder Julie Anne Lee,” she says, “I could learn from her forever.”

Lewis brings in teachers, reps and brand owners as much as possible to share their knowledge and passion. “We’ve had Dr. Weingardt do a TCVM food therapy lecture for staff and customers. Billy Hoekman of Green Juju loves to come and talk to everyone about fermentation. And our SmallBatch rep, Brady Schmidt, does awesome staff training. And he brings donuts, too!”

For herself, Lewis loves to forge relationships, ask questions and read tons. “I’m quick to send off an introductory email asking someone if I can have their wise counsel,” she says, making some great friends and business allies that way. She is also part of a women’s entrepreneurship group, which has been really helpful. “It’s not pet related, but it is business related, so the support is immeasurable.”

Adored Beast, Animal Essentials and Solutions are among the supplement brands at Dog River Pet Supplies.

In the Future

Lewis says there is a lot yet to do with Dog River Pet Supplies, such as fine-tuning the structure of what has always been a very organic business by creating new product-training modules, as well as operation and procedure manuals. “I want staff to know where to look to get answers to their questions,” she says, “be it about how to reboot the iPads or about how to use medicinal mushrooms to treat cancer. I want the answers to be outside of my brain.”

Lewis also plans on ramping up help for the community’s shelter animals by joining the board of directors at the local humane society. “The most important thing about the business,” she says, “is our belief that we must all advocate for the emotional, psychological and physical wellbeing of animals because they can’t advocate for themselves.”

Five Cool Things About Dog River Pet Supplies

1. SHOP CATS: Best feline friends and former ferals Squid and newcomer Nori live at the store. “It is their home, and we are their family,” Lewis says. “Squid was already popular because he is an absolute lover of everyone, but Nori has definitely upped Squiddy’s popularity!”

2. WALL OF FAME: The staff takes photos of customer dogs and prints them via Social Print Studio. They hang the photos on a clothesline for a curated yet elegant look. Lewis says it’s hugely popular with people coming in and asking for their pet’s photos to be taken and added to the wall.

3. UNIQUE & LOCAL: The store encompasses two conjoined buildings, one built in 1904 and the other in 1906. Removed layers of linoleum and subfloor revealed original fir floors common to the Pacific Northwest in the early 1900s. Every store fixture is either made by a local artisan, by the staff or procured from a second-hand store. As a nod toward the agricultural history of the Hood River Valley, many come from old fruit crates called lugs. Lewis describes the resulting interior as warm, welcoming and gorgeous, but also a constant work in progress.

4. PERSONAL POSTS: “Instagram is such a huge piece of how we grow our business,” Lewis says. She posts customer pet pics, shares stories about their health journeys, and health and product tips. They can be emotional. “I very specifically say goodbye to pets who have died and honor them in an Instagram post and welcome the new pups in a personal sense with each customer, because we have a personal relationship with everybody.”

5. IN-HOUSE DOG TRAINING: Due to the few options available to dog trainers in the area, the store has a training area they can use. “Currently we have Kind Animal Services utilizing our training area,” Lewis says. Founder and operator Kelsie Scroggins uses it weekly. “She is an amazing positive reinforcement trainer. We are lucky to have her.”

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OWNERS: Gary and Laura Hughes; URL: gangstadog.com; FACEBOOK: facebook.com/gangstadog1; LOCATIONS: 2; AREA: 2,250 square feet Norfolk; 700 square feet Yorktown; FOUNDED: 2014; TOP BRANDS: Canophera, Gangsta Dog, Chloe & Max, Treat Planet, P.L.A.Y., Dr. Marty, Primal, SodaPup, West Paw, Baydog, K9 Granola Factory, Polka Dog, Boss Dog, VIP Dog Toys, Kathmandu’s Yak Chews, Cycle Dog, Zenta Pet, Mendota Pet, Preen Pets, Coastal Pet, Preppy Puppy, Hugglehounds, Evanger’s; EMPLOYEES: 4 full-time, 4 part-time

WHEN GARY HUGHES took his daughter’s place last minute at a Christmas cookie-decorating class in November 2013, he didn’t realize how much his life would change. “I enjoyed it so much,” Gary recalls, “my wife, Laura, convinced me that we should go into the dog-cookie business.” They did, founding Gangsta Dog two months later.

Gary explains that the growth of their business has been fluid, making it easier to respond to unexpected challenges. “We started with a dozen cookie recipes and a 5-foot table at a farmers’ market. It grew to a mobile store with 30 feet of tables and our own line of dog food. We opened our first brick-and-mortar store, and Covid hit. We opened our second store, and supply-chain issues hit. We relocated to a new state. We are working on our third store amid record inflation.”

Congratulations From One of Your Top-Selling Brands

Gangsta Dog currently encompasses two retail locations in Virginia — 700 square feet in Yorktown and 2,250 square feet in Norfolk — with a large variety of its own store-baked dog cookies and a line of proprietary pet products. Gary works full-time for the stores as a jack-of-all trades, diving in everywhere as needed, alongside four full-time and four part-time employees. Laura has an outside job, but also lends a hand here and there, particularly creating recipes with Gary.

The couple adapted and changed their business plan multiple times as lessons were learned and opportunities presented. “I don’t measure my success off of another competitor’s success,” Gary says. “I don’t compete with them. I compete with myself. So part of the organic growth of the store is that I do what works best for me, my store, the products, and what works best for the customers.”

Gary Hughes & Bruiser, left, and Laura Hughes

Making Biscuits a Business

Gangsta Dog bakes 53 different recipes of dog cookies in store and employs its own pastry chefs. The biscuits use human-grade ingredients and do not include any flavoring, fillers or preservatives. If it’s a beef cookie, that means beef is cooked up fresh, then ground very fine and baked in.

Gary found that designing unique dog biscuits — many of which play on the business’s 1920s gangster theme — drew customers to the well-lit, 6-foot bakery cases in each store. The large case size allows the pastry chefs to turn out cookies in larger quantities. For quality control, he eats one of every batch to ensure correct consistency and flavor.

The bakery line also includes special-needs dog biscuits. “We have cookies for dogs with pancreatitis, diabetes, frequent UTIs, etc.,” Gary says. “We also have functional cookies.” For example, the Vincenzo contains lavender flowers, ground lavender and ground chamomile to soothe.

Gangsta Dog never stops cooking up new products for the bakery, such as the barkuterie boards (different treats in each chamber of a slow feeder), Get Baked (a complete, prepackaged dog-cookie kit) and gender-reveal cakes that let dogs take part in the fun with their expecting humans.

Although the Gangsta Dog brand has expanded way past dog cookies, they remain essential to the bottom line. “In the past 12 months, 7% of our revenue has come from just our dog biscuits,” Gary says. “These are almost 100% add-on sales with 8,587 biscuits sold amounting to $47,000 in revenue.”

Enticing Customers to Shop

Gary and Laura created an inviting and memorable look and feel for their stores. The Gangsta Dog team does all of its own painting, decorating and furniture selection. Since both locations are on Virginia beaches, a beachy vibe incorporating the gangster theme makes the stores stand out, yet still easy for customers to find what they need.

Gary believes the more customers move, the more they shop and the more they buy. “Our stores all have a freestyle flow that encourages customers to wander,” he says, adding that they strategically place products for people to shop in zones 3 to 6 feet high and products for dogs to shop from the floor to 3 feet high. “It works great!”

They light up the rooms with the bright colors of toys and unique artwork. The stores don’t have a warehouse, but rather one large stock room, and they keep an abundant inventory on the floor at all times. “We work with vendors who can provide us with products on short notice, and we balance between our stores multiple times a week,” Gary says. “That way, we are always full and the employees know what’s available in both stores. We have a very thorough point-of-sale system that allows us to instantly see inventory quantities for ordering or balancing.”

Getting the Word Out

Gary markets and advertises the stores and Gangsta Dog product lines through a variety of media. On the website, he lays out the brand’s history, story and mission. He promoted the store assistant manager to brand manager to focus on expanding the online store’s inventory and presence. This resulted in it adding $24,000 to the bottom line in the past 12 months, the most online sales Gangsta Dog has ever done. Mirroring the look and feel of the stores, the website responds and adapts to different devices to maximize the ability to browse. Because of this, they didn’t need to create a separate app as the website does it all.

Gary also uses local media to promote the business. “We have great success with our print ads as both our stores not only service locals, but also tourists,” Gary says. “We get people on a regular basis coming in and saying, ‘We saw the ad and just had to come in and see the store.’” The team created a series of radio commercials and are working on their first TV spots.

He puts his advertising budget at just 2% thanks to robust use of social media platforms. “Social media is free, and I do that myself,” Gary says. He makes videos, and posts pictures and helpful tips and tricks on the store’s page and in local Facebook groups, which he has found to be most effective. TikTok and YouTube are new to the brand, but Gary considers himself a technology guy, buying equipment, such as lights and mics, to create more effective posts.

Developing Proprietary Products

Gary and Laura decided early on to create as many Gangsta Dog products as possible. “This would differentiate us, allow us to control pricing, make us Amazon-proof, and create an exclusive offering that would migrate well into franchising,” he says.

A big risk with doing this: the supply chain. Gary explains, “Having your own products means purchasing the product, container, designing and printing labels, putting it together in a manner that appeals to customers, and then anything consumable has to be registered with the state department of agriculture.”

To promote the proprietary products and make them more than worth the effort, they rely on marketing through social media, demos and comparisons with customers in store, and strong salespeople. “Every team member is trained heavily on all of our proprietary products so they can discuss everything from ingredients to functionality,” Gary says. Customers receive free samples of food, and the stores have a generous return policy, meaning they never argue with a customer about a return. Employees also receive a paid commission every time they start a customer on Gangsta Dog’s line of dog food.

Creating the brand’s own line of products has been key to the success of the business. “In the past 12 months,” Gary says, “33% of all revenue came from our branded items.” The long and varied Gangsta Dog line includes everything from nine different flavors of dog food to a variety of supplements, treats, grooming products, CBD oil and food toppers, on top of the dog biscuits that kicked off the brand.

Gary considers benchmarking the product lines to be a top priority and a key to their success, and uses non-pet industries to do so. For example, he says, “We benchmarked our bakery items off of a fishing lure company.” A rep with the company told him, “Fish don’t have wallets. Lures aren’t designed to catch fish, but to catch fishermen.” He adds, “Anyone can make bone-shaped dog cookies. We make each recipe a fun shape that goes with a 1920s gangster slang for the name. On top of that, we only use all-natural ingredients that are people grade. Like with the fishing lure company, we sell to the owner, not the dog.”

Cooking Up What’s Next

Gary and Laura strive to continue growing the brick-and-mortar and online stores by constantly adding new lines and products. He says, “Never be afraid to try anything. Fear is your worst enemy when you own a small business.”

The couple are currently negotiating a third store location, but are working the hardest on recently launched franchising opportunities.

“We have the perfect franchise model,” Gary says, “and we hope to have locations opened all across the country in five to 10 years. Maybe then I will retire. After all, I am 66 years old!”

Five Cool Things About Gangsta Dog

1. BRAND INSPIRATION: One night over martinis and notes on a bar napkin, Gary and Laura turned their beloved mixed-breed dog, Bruiser, into a company. “We’ve got this cool dog,” Gary says. He and Laura thought, “Why don’t we do something fun with this dog.” To keep from calling him a mutt, Gary would call him a Gangsta Dog. Laura suggested using that name for their future company and, when they checked, the domain name gangstadog.com was available. Bruiser will be 11-years-old in the spring and has been the logo of Gangsta Dog for the past nine years. The Hughes now have a total of three mixed-breed dogs and a rescued Yorkshire Terrier. “They are our test dogs for all new products,” Gary says, “and I must say they love the job!”

2. EMPLOYEE GROWTH: “Employees are an investment, not an expense,” Gary says, and should be treated that way. “They are also your front line of customer requests and the face of what you do.” Focus goes to the right product — not just the sale — and ensuring each customer has a great experience. Hughes rewards team members for all five-star reviews. Team members participate in buying products for the store, so they have a sense of ownership. Plus, every member is cross trained to fill in across stores. “As owners, we treat the team members as though we work for them. We offer paid vacations, holidays off, a health program and training incentives. We also promote from within and plan for escalation.”

3. REUSE AND RECYCLE: Fixtures in the stores are recycled décor and furniture, such as reclaimed Eurasian vendor street carts, Italian bakery carts, bourbon barrels, and old crates and shelves made from reclaimed woods. Gangsta Dog’s own line of all-natural dog food comes in reusable FDA-approved food buckets. When the container is empty, the customer brings it back into the store for a refill at a discount. “We also sell biodegradable poop bags, our bulk bar containers are biodegradable as well,” Gary says. “We sell a lot of Cycle Dog products that use recycled water bottles and recycled bicycle inner tubes in their toys, collars and leashes, plus West Paw products made from recycled ocean-bound plastics. As far as I know, we have zero single-use plastics sold out of our store. Everything is recyclable or has been made from recycled products.”

4. MOBILE MARKETING: Gangsta Dog’s large, logo-covered trailer comes with an awning and vendor window. Bought and used back in Gangsta Dog’s early days, the mobile store’s primary mission now focuses on special-event advertising and awareness. For example, Gangsta Dog takes the mobile store to local breweries, which give the business grain from their distilling process to make dog biscuits for their customers. “We have even made a barrel-shaped cookie called the Smoked Old Fashioned that we feature every time,” Gary says.

5. IN-STORE ENTERTAINMENT: Gangsta Dog promotes brand awareness through entertaining in-store events and efforts. Examples include: Free holiday photo opportunities, during which Gary puts on tailor-made outfits (Santa, a leprechaun, Uncle Sam, etc.) to pose with pups. Gary encourages nearby restaurants with waiting customers to send them to Gangsta Dog to play a game — paintings of dogs as celebrities hang on a wall in the back of the store, and they can win a prize by correctly guessing the celebrities. “The restaurants love it, the customers love it, and we build a reputation of great customer service through all of it.”

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OWNER: Kris Clawson; URL: bridgeranimalnutrition.com; LOCATIONS: 1; INSTAGRAM: instagram.com/bridgeranimalnutrition; FACEBOOK: facebook.com/bridgeranimalnutrition; FOUNDED: 1985; AREA: 10,828-square-foot building on 1.45 acres; TOP BRANDS: Steve’s Real Food, Northwest Naturals, Greentripe.com, Nulo Pet Food, Nature’s Logic, Champion, Petcurean, Stella & Chewy’s, Oma’s Pride, Fromm Family Foods; EMPLOYEES: 5 fulltime, 8 part-time

WITH ITS TALL tower featuring the red-and-white Purina Feeds emblem, Bridger Animal Nutrition in Bozeman, MT, looks like an old-fashioned feed store. The architects, in fact, based its exterior on an area feed mill that dates back to 1908.

“Some might think, ‘Oh it’s just a feed store,’ but it’s so much more,” owner Kris Clawson says. The business carries pet foods ranging from kibble and canned to the latest in lightly cooked and raw. “We specialize in the science of diet and nutrition, and offer the most current feed solutions for animals. We are constantly adapting our practices as research progresses.”

Founded in 1985, the store now sells 70% to 75% dog and cat products while the remaining 25% to 30% of sales includes those for livestock such as horses, chickens, rabbits and goats. “We used to sell cow cakes and feed,” Clawson recalls. “We have evolved into a high-end dog and cat food store.”

Kris Clawson

For Today’s Customers

Helping to fuel Bridger Animal Nutrition’s evolution are the pet parents moving to Bozeman. “People have surged to this area largely because of how beautiful it is, being right at the base of the Bridger mountain range,” Clawson explains. “There is so much outdoor recreation people can do with their pets.”

These residents often occupy former ranchland, which means more companion animals in and around the city and less livestock. She describes the store’s current main customer as educated about nutrition with a desire to feed their pets better and shop local.

To meet that desire, Clawson and her team connect with them on social media. “Our Instagram page is dedicated to the love we have for our pets, the passion we have for their health and wellness, as well as the small funny moments that occur day-to-day here,” she says. The Facebook page gives practical tips. Customers benefit from posts such as “How to Properly Store Your Dog’s Dry Food” and “How to Keep Chickens Warm During Winter” to spotlights on beneficial products, such as using milk thistle for liver support or the many benefits of CBD. “All of our posts are aimed at fostering a welcoming environment that makes our customers feel like they belong and that we don’t just care about their pets, but about them as well.”

In-store, the team creates free rack cards customers can take home. They range in topic from the benefits of bone broth and raw feeding basics to managing cancer in pets.
The business also holds events that appeal to those residents who want to include their pets in activities. “Twice a month, we host a two-hour, storewide 10%-off sale for our customers and offer free beer or wine,” Clawson says. “The first Saturday of every month we host Barks & Beer, where we have chilled local brews from around Bozeman for our customers’ enjoyment while they shop. The third Wednesday of every month we host Wine & Wags, where we offer wine during the sale. Each sale is sponsored by a brand we carry, and we hide a gold star. Whoever finds the gold star during the sale takes home a goodie bag donated by our sponsor.”

Light wood walls and floors continue the feed-store theme.

Three Generations of Businesswomen

“She was ahead of her time,” Clawson says, describing the store’s founder, Dr. Marcia Anderson. She was not only an M.D. but a business owner in the ’40s, ’50s and ’60s, both professions dominated by men at that time. “She never saw herself as a woman with a glass ceiling on her potential, she was a businessperson just like any man. This was refreshing and made for a wonderful mentor for women in business.”

Dr. Anderson started the store as Bridger Feeds at the base of the Bridger Mountains before moving it to where it resides today in Bozeman proper. Bridger Feeds manager Libby Burr bought the business from Dr. Anderson in 2010 and renamed it Bridger Animal Nutrition to reflect its evolving mission.

Burr educated her customer base on the importance of nourishing a pet’s health from the inside out. She strove to give customers the confidence to look at a product label, dissect it and then discern if they wanted to give the product to their pet. The store still holds this value close today.

Clawson gives all of the credit for Bridger Animal Nutrition’s success to the efforts of Burr: “She recognized the need for better nutrition in our animal community long before it was mainstream. Her focus was to ‘Meet every customer where they are at today to help them do better for the health of their animals tomorrow.’ All animals deserve better nutrition and every little bit of improvement helps.”

Clawson worked with Burr directly as store manager for nine years until she took over ownership in January, with Burr continuing on as chief financial officer and lead remedial dietician and nutritionist. Clawson doesn’t have plans to change the store’s mission. “I’m just carrying on the legacy,” she says.

But she does so much more than just carry it on. Clawson holds her own certifications in pet and human nutrition through several organizations. Store operations manager Jordan Woller says about Clawson, “She has been and still is the heartbeat of the store.”

Focus on Nutrition

Customers see Bridger Animal Nutrition’s passion for raw foods in its 22 doors of freezers filled with complete diets for dogs and cats; and bones, livers, necks, hearts and pancreases; plus two walk-in freezers for storage. “Of our dog and cat food sales, it’s probably 35% of the sales,” Clawson shares. Freeze-dried raw makes up at least 10% of the food sales.

Supplements play an important part in the dietary solutions the business offers, as well. Clawson and her team believe that food is the best medicine and that supplements build on good nutrition. “We carry a large variety of supplements: joint health, immunity, CBD, calming products, essential fatty acids, liver support, kidney support, superfoods, vitamins/minerals and more,” she lists. “We believe the right supplements can be powerful in managing disease and disorders within the body.”

To educate customers about these products, team members start with a 12-point module-training program on dog, cat, horse and chicken nutrition. Developed in-house, the content comes from Burr’s own education and experience and gets updated as new research and information become available. “We try to get in a few hours of training for the staff a week,” Clawson says. “And that goes for all aspects of wellness, including nutrition. I do continuing education myself so I can pass it on, too.”

Putting Customers First

“What makes us unique is that we don’t push the sales of products,” Clawson explains. “We truly treat every customer as an individual, listen to their specific concerns regarding their pet, and work to find a supplement or food that fits their pet’s needs as well as their budget and lifestyle.”

For those customers whose pet has a specific health issue, such as a food sensitivity, or who want to take a more holistic approach to their pet’s nutrition, Bridger Animal Nutrition offers in-depth consultations. They can walk into the store and talk to a staff member in the aisle or make an appointment for a private consultation.

The consultations can be ongoing or just a one-and-done, although most continue until the issue resolves. The team loves to watch their customers’ and pets’ journey together. “We offer simple solutions that are inexpensive, such as environmental stress tests, specific supplements, or even changing the type of food or protein the pet may be eating,” Clawson says.

More Than One Store

So what’s next for Bridger Animal Nutrition? As Bozeman continues to grow, the need for high-quality pet food and other products does as well. “I would like to have a second store,” Clawson says, but for now, she remains focused on improving the business and customer experience, increasing sales and staff knowledge. But, in the end, it comes down to nutritious food. That is what’s important to the store, she says, because “that’s what we do. It’s our focus.”

Five Cool Things About Bridger Animal Nutrition

1. WHAT COLOR ARE YOU? All new hires take a color-model test from Insights Discovery. “Everyone has all of the colors inside of them,” Clawson says. “Some colors are stronger than others.” She keeps a chart of the colors and their qualities posted in the breakroom to give team members a better idea of their strengths, depending on their colors. For example, someone with the competitive energy of Fiery Red might be a great negotiator, while one with the caring Earth Green energy may be more patient with customers. It also helps team members understand how to better communicate with each other.

2. FEMALE-FORWARD BUSINESS. All three owners have been women, and currently women make up the entire team. “We’ve had some really cool guys work here,” Clawson says, “but we haven’t had any the last couple of years.” The all-female team places them front and center as a pillar in the Bozeman businesswomen community.

3. SENSE OF HUMOR. Throughout the store and the website, humorous sayings abound. “We don’t care who dies in the movie, so long as the dog lives” and “We had to get rid of the kids, as the cat was allergic” adorn store T-shirts and other items. People come to the store just to buy the funny apparel and suggest other lines to use. “People really resonate with the sayings,” Clawson says. “You know, not everything has to be so serious.”

4. COMMUNITY INVOLVEMENT. Every summer, store managers conduct a class for the Heart of the Valley summer camp. “We go in one day a week and just talk about the basics of pet nutrition,” Clawson says. They show real skulls of cats and dogs to demonstrate what their mouths and teeth look like compared to a human’s, plus bring food like kibble, wet and frozen raw foods, and freeze-dried, plus a variety of bowls to teach different aspects of how to feed a dog or cat.

5. I’ve SEEN THAT STORE BEFORE. The 1908 feed mill that architects based their design on for Bridger Animal Nutrition may look familiar. It’s in Robert Redford’s 1992 film, A River Runs Through It, starring a young Brad Pitt. The design has won the store multiple beautification awards.

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For example, McKinney points to many of the events and promotions her fellow pet retailers find success with as ideas she does not let divert her. “They’re fun and look great on social media, but if at the end of the day they don’t bring me new customers, regular customers, they’re not worth my effort. I’m more focused on building loyalty within the customers who do shop with me and attracting more like them.”

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This approach to business has helped Loyl’s maintain healthy growth year after year, despite long stretches of surrounding road construction and a pandemic that made doing so a challenge.

Spokesdog Beau poses on the store’s annual holiday photo set. Proceeds benefit local rescues.

The LOYL’S Brand

McKinney founded Loyl’s with husband Joe Champlin in 2016, after she transitioned from a career as a certified public accountant. Her previous work experience not only influenced the store and salon’s business plan, but also the creation of its brand.

“I came from Big 4 public accounting, where it was important to develop your personal brand, especially as you climbed the ladder,” McKinney explains. “I knew I wanted to have a brand image, something unique and custom, before we opened to help guide us through the process. We hired a local design office that brought our brand to life and influenced the design of our store.”

She describes that design, anchored by purple, teal and white, as “midcentury modern with a touch of pop.” A local furniture and fixture maker helped carry the brand through to even the smallest of details. “If you look closely at our fixtures, you’ll see brand colors on the edges of shelving and on the wheels of dollies.” An area architect consulted on the layout that continues to serve Loyl’s well seven years later. “Our customers compliment the flow of our store as well as our organized, curated selection.”

McKinney adds, “Our level of service, use of space, and a color palette that provides a sense of cleanliness, simplicity and calm with a hint of luxury makes our clients feel welcomed, relaxed and comfortable shopping with us.”

The Ideal Retail Customer

McKinney and Champlin, who helps out at the store when not working full-time in the medical device industry, created Loyl’s with dogs like their Yorkie-mix in mind. The couple became interested in pet nutrition when Beau refused to eat prescription food recommended for weight loss.

“He didn’t even want to taste it. After looking at the ingredients, we started researching and found a whole other world,” McKinney says. “Beau and his sister, Lucy, now eat raw food, and raw food is a focus of our store. We wanted others to have access to better nutrition for their pets.”

Currently, frozen raw makes up 22% of food sales, with freeze-dried raw at 17%. The combined 39% competes with kibble at 40%. Lightly cooked comes in at 14%, with canned at 7%.

The selection of high-quality foods and other supplies suits the store’s carefully chosen location, she says. “The neighborhood has an average household income of above $200,000, and they’re busy professionals. They’re busy with work. They’re busy with children. They have outside interests.”

That busyness informs how McKinney spends her marketing dollars and time. For example, two years ago she changed the frequent-feeder program. “A lot of customers forgot they were even participating, some manufacturers were changing their requirements, and some customers switched brands so often it would take forever to even reach a reward, if at all. We went old school and now have a loyalty punch card that they present at checkout. They buy eight foods and get 30% off their ninth.” Customers can mix and match brands, sizes and food types — raw, freeze-dried raw, lightly cooked and dry, with meal mixers also qualifying.

McKinney says, “They love it, and participation has increased as the card keeps loyalty top of mind as customers see their progress.”

She also has adapted how promotions at Loyl’s work to best suit her ideal customers. “In the earlier years, I spent hours every month working on promotions, creating signage and sending out a newsletter, just to have nothing happen.” Now those who complete their first loyalty punch card get a 5th Saturday Sale tote that gives them 15% off everything they can fit inside on those days. “These programs work because they get to choose whatever they want, as opposed to a promotion of one product. They also don’t have time for deal seeking.”

The changes McKinney has made help her build community, as well, in a way that works for her business. “Our customers are looking more for staples than extras. But they like to talk when they come in. It’s like grocery shopping but with social time.”

Cynthia McKinney embodies the indie spirit in the pet industry.

The Ideal Grooming Client

Grooming at Loyl’s hovers at around 50% of total revenue each year, with McKinney using the same approach to building a client base that best suits her business and two part-time groomers.

She stopped offering services on Saturdays when the groomer who worked that day went on maternity leave, and all but one regular client switched to a weekday without fuss.

The by-appointment, one-on-one model works well for the dogs and their busy pet parents, but McKinney says, “For us to be the most efficient and profitable within our grooming hours, we had to rethink the dogs we accept.” The salon now only takes on new dogs 70 pounds or less.

She explains her reasoning, “One of the big questions in grooming is, ‘Do you really make money off of big dogs?’ We also no longer accept new dogs of certain breeds, the ones I call ‘the big hairies.’ When you’re doing one of those in a smaller groom room like ours, it’s very disruptive to the other groomer with all of the hair flying around. They have to stop what they’re doing, and it puts them behind. Who should eat that cost?”

Meet-and-greets also became a requirement in 2021 for any new client whose initial paperwork raises certain red flags. For example, if they have a 2-year-old Doodle who has never been professionally groomed or a dog who has severe anxiety during grooming, those clients come to the salon at the end of the day for an introductory visit. “The dog will be taken back to the groom room. The groomer will see if the dog can be led in and out of the tub and onto the table by themself, she will try to clip or file a couple of nails, and run the clippers to see how they react to vibration. We have the parent wait outside so the dog can’t hear, smell or see them, to simulate actual grooming.”

McKinney says that potential clients who agree to a meet-and-greet often don’t show up. “Ultimately, that means they were not the right fit for us.”

Salons are reluctant to turn away clients, but she wants to create that ideal client base while also helping to retain talented groomers.

What’s Next?

Like many one-store pet businesses, McKinney does not plan to open additional locations. Part of the reasoning involves Houston itself.

“It’s so micromarket. Whatever approach I’m taking in my current shop, the approach would need to be totally different in another neighborhood. It would double the workload, and instead of having efficiencies and economies of scale, it would be like having two totally different stores.

“So I’m going to focus on one store, one really good store,” she says.

And on those ideal customers and clients.

Five Cool Things About Loyl’s Natural Pet Grocery & Groomery

1. SO, THERE’S NO LOYL?: Nope. McKinney says, “Our business name is a play on the word ‘loyal,’ as dogs are loyal companions. It’s also an acronym for ‘Love Of Your Life.’”

2. no PARKING: To keep customers for the neighboring paint store from taking all of her spots, McKinney installed a “Pet Parent Parking” sign letting them know that “Violators will be shaved and sent on their way.”

3. WORK-LIFE BALANCE: Holiday scheduling contributes to Loyl’s ability to retain talent long-term. The business closes on days around Christmas, New Year, Easter, Memorial Day and July 4, plus no grooming services are offered over Thanksgiving weekend.

4. FOR THE COMMUNITY: Loyl’s partners with a variety of local pet organizations, from serving as a drop-off location for Animeals on Wheels to hosting fundraising photo shoots for Miniature Schnauzer Rescue of Houston to simply dropping off customer donations at Friends for Life, a no-kill shelter that the couple can swing by on their day off.

5. MENTORS MATTER: McKinney points to two business coaches who have had an important impact on her store’s success. She’s a member of Candace D’Agnolo’s Pet Boss Club. “I get a lot of good ideas from her group, then tweak or modify it to better fit my business.” She also finds great value in one-on-one sessions with D’Agnolo, particularly on inventory management. For grooming, McKinney turns to River Lee of The Savvy Groomer. “I am on the higher end of pricing in the area with our business model. She has taught me how to find our soulmate clients, those people willing to pay those prices.”

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OWNER: Jeni Mather | URL: jmpetresort.com | LOCATIONS: 1 | SQUARE FEET: 34,000 indoors, 20,000 outdoors | FACEBOOK: jmpetresort | INSTAGRAM: jmpetresort | FOUNDED: 1998 | EMPLOYEES: 84 full-time, 27 part-time | TOP BRANDS: Bravo Bully Sticks, Earth Animal, Earthborn, Fromm, Lupine, Kong, Northwest Naturals, Open Farm, Primal Pet Foods, Stella & Chewy’s, Zignature

JM PET RESORT FOUNDER and President Jeni Mather holds relationships at the heart of all that she and her team have built. “Our trademarked 360° of Happy Health® approach is more than providing clients with everything they need, it’s about the relationships we build with each pet and parent,” Mather says.

The business supports pets’ physical, mental and emotional needs throughout all ages and stages, through cross-functional services and retail in 34,000 square feet indoors and 20,000 square feet outdoors.

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Mather adds, “We also use our prior experience to build a foundation of tried and true processes, so we can help people facilitate harmonious relationships with their pets. We call this 360° of Situational Awareness.” By asking the right questions and getting to know each pet and parent personally, team members can anticipate their needs and provide guidance, she explains.

This all leads to client satisfaction that results in record profits year after year, with 2023 revenue projected at $9 to $10 million for the Brockton, MA, business.

Smart Evolution

A veterinary technician, certified dog trainer and Certified Professional Animal Care Operator, Mather started with “extremely humble beginnings” in 1998 as JM-K9, providing dog training, day care and boarding in a small space. The business moved and became JM Pet Resort in 2009, added veterinary services in 2017 and underwent a major expansion in 2019. Mather describes her company’s growth as “brick by brick,” as she gradually brought on more pet care professionals, also including groomers, to realize her dream of providing 360° of Happy Health® for pets.

JM Pet Resort boarding and day-care guests get to play on 20,000 square feed of antimicrobial K9Grass. Cats are resort guests, too!

“Change is our middle name, for sure,” Mather says. “We add things all the time, but we do it in a strategic way.” For example, veterinary services were first offered in a mobile clinic parked on the property. Now inside the building, JM Pet Vet Clinic features a state-of-the-art design with six Health4PETS® exam rooms, a double surgery suite and the most up-to-date equipment. Mather describes Health4PETS® as the company’s “enthusiastic approach to animal wellness that weaves through each service we offer.” This allows pet parents to build veterinary care relationships at the business as well.

The now 2,200-square-foot, centrally located retail store acts as anchor in the facility, with staff ringing up sales and serving as concierge for resort clients.

“The building layout strategically connects departments, allowing staff to efficiently move animals through for different services,” Mather says.

Other modern touches include eight different air systems, two quarantine rooms and iWave filtration, all of which help keep pets and people safe. Boarding accommodations for dogs and cats feature privacy panels and sound mitigation. And outdoor play yards use antimicrobial K9Grass. Throughout the facility, TVs highlight pets enjoying all of the services.

Peace of Mind

Trust exists at the core of relationships Mather and her team build with clients.

“We build trust by offering peace of mind to pet parents. When we’re recommending something, it’s truly useful and meaningful,” Mather says, explaining that her team will steer clients away from products or services they don’t need in favor of what’s best for their pet. A trainer, for example, may recommend that a dog simply attend PLAYtrain® day care to socialize in a structured way, instead of taking a group class.

The retail store serves as hub for JM Pet Resort, with guests checking in pets and paying for purchases.

Also contributing to peace of mind for pet parents are crosstrained staff well equipped to offer guidance in or referrals to other departments. A resort team member may see a dog with allergies or digestive issues and suggest the client consult a Nutrition Advisor in the retail store. Veterinary clinic Health4PETS® Liaisons perform daily checks on boarding pets and inform clients of any health concerns.

Mather says, “We’re not interested in a one-time sale. We’re interested in a long-term relationship.”

TOP TEAM BUILDING

360° of Happy Health® extends to the welfare and longevity of JM staff. “We strive to empower a creative team of individuals in building careers in animal care where they feel valued, inspired and live in a culture of recognition and growth,” Mather says. “The feedback we get from employees is that they can build their skills and experience alongside colleagues who are experts in pet care.”

Just as with clients, her team’s mental health ranks as a top priority. This goes beyond wages and benefits, which include health, dental and vision insurance, an employer-sponsored retirement plan that matches up to 4%, and deep discounts on resort and clinic services.

The addition of JM Pet Vet Clinic realized Jeni Mather’s dream of offering 360° of Happy Health® to clients.

In 2022, Mather introduced Resiliency Training for managers and leads through Verdant Consulting. She describes it as teaching them how to “manage stress at work, bounce back from challenges and remain resilient in the face of obstacles.” This earned JM Pet Resort a finalist spot in the 2023 Transform Awards in the Mental Health Program of the Year category. The company also invests in education and certification programs through Professional Animal Care Certification Council, Dog Gurus, Pet Boss Nation, Heroes for Healthy Pets and Predictive Index Training.

These programs have proven their worth. Mather proudly shares that 27 current staffers have been on the team for three-plus years, nine for 10-plus, and her two vice presidents have been with her for more than 20 years. In total, 111 employees work for JM Pet Resort and JM Pet Vet Clinic, including her husband, two sons and daughter.

“It’s also unique that we have a full human resources team and a full marketing team dedicated to ensuring everything we do is aligned with our mission and Paw Print Principles,” the company’s business philosophies.

Five More Cool Things About JM PET RESORT

1. RESOURCE CENTER: From email to the website to social media, all of JM Pet Resort’s content ties together to create a cohesive experience. Targeted emails reach pet parents with relevant information — whether they’ve just adopted a kitten or are supporting a senior. Each page of the website features a “Let’s Get Started” section, where clients find information on how to register for services and what to expect when they arrive. And informational and just-for-fun posts reach nearly 13,000 followers across Facebook, Instagram and YouTube.

2. LEGISLATIVE LEADERSHIP: Mather actively helps shape industry-wide regulations in her state. “It’s important to me that all boarding, day care, and related pet businesses have a voice in legislation that will ultimately shape fair and attainable regulations,” she says. She also consults for Boston Dog Lawyers, Animal Rescue League of Boston and other animal advocates.

3. DAY OF PAWS: To protect against burnout during the pandemic, Mather and her team dedicated Wednesdays as PAWS days, now an ogoing strategy. Once a month, the resort closes day care and the clinic focuses on wellness appointments, allowing time for the training and companywide meetings that “help keep all teams on the same page, and give staff an active voice in shaping and continually improving processes,” Mather says.

4. PLAY+TRAIN: PLAYtrain® allows dogs to take part in specialized playgroups that provide healthy play, exercise and training. Groups include “Freshmen” for new dogs and energetic adolescents, “Wallflowers” for those who need encouragement in groups, and “Specials,” who have distinct behavioral needs that require smaller groups or one-on-one interaction.

5. FURTHER EXPANSION: Mather will launch franchising of her business in 2024. “We’re excited to support fellow passionate business owners by providing the blueprint for them to fulfill their dream of running a successful pet care business.” She says franchisees can expect proprietary workflows and floorplans, exhaustive SOPs, meaningful KPIs, and built-in mentorship in a “Shark Tank” style that’s “empathetic but driven.”

The bright, fun colors and stylish design of the retail store extend throughout the facility.

JUDGES’ COMMENTS

Peter Scott, American Pet Products Association: This business should be a model for the “all under one roof” concept. I wish it was located near me.
Missy Limbeck, Pet Palette Distribution: AMAZING retail space! Beautiful and impressive building and architecture. Time and effort have been spent where it counts in marketing, as well.
Lyn M. Falk, Retailworks Inc.: What an amazing empire Jeni has created! Staff training is critical to her, as is keeping the business professional on all levels (126 cameras!). The real estate of the retail store is impressively designed. Her commitment to the industry is admirable with four intellectual properties, and working on industry-wideregulations.
Katherine Carbonaro, Astro Loyalty: I love the dedication to building personal and emotional relationships with clients, and to helping them learn and grow. This is incredibly empowering! Pet owners have a strong desire to be a proactive participant in their animal’s holistic health, and JM gives them ample resources to accomplish this. Marketing and social media check all the boxes: fun, engaging and educational. Exactly as it should be! Seeing “360° of Happy Health” for the team, as well, that includes physical, mental and emotional health with insurance made me want to stand up and cheer! I also love the Resiliency Training. When you build a strong team of happy healthy people, everyone wins and high turnover becomes a thing of the past.
Nancy Guinn, Dog Krazy Inc.: I would drive cross-country to bring my pets here. I absolutely love that there is a vet on staff.

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OWNERS: Claudia and Roy Loomis | FOUNDED: 2007 | LOCATIONS: 6 | SQUARE FEET: 4,000 Bedminster; 3,500 Garwood; 4,000 Clinton; 3,000 Washington; 1,500 Livingston; 1,500 Martinsville | EMPLOYEES: 30 fulltime, 12 part-time | URL: cbpetmarket.com | FACEBOOK: cbpetmarket | INSTAGRAM: cbpetmarket | TOP BRANDS: Stella & Chewy’s, Primal, Petcurean, Open Farm, Farmina, Nutrisource, Steve’s Real Food, Fromm, Annamaet, Nature’s Logic, Zignature, ACANA and Orijen, Pet Releaf, Kong, Fluff & Tuff

THE HISTORY OF CB PET MARKET goes back more than 50 years, to when Cherrybrook Pet Supplies began as a pop-up business selling to fanciers, breeders and groomers at dog shows. Claudia and Roy Loomis purchased Cherrybrook in 2005 to complement the thriving online pet products store they owned that served the same customers. The ultimate goal, though, was to expand beyond the dog fancy world.

“The growth was to help all pet parents, not just purebred-pet parents,” Claudia says, noting that the plan was to leverage Cherrybrook’s reputation to build a small chain of full-line brick-and-mortar stores in their home state of New Jersey. The first opened in 2007.

The couple has grown the business — rebranded as CB Pet Market in 2021 — to five stores, including two with grooming, plus one standalone salon. The locations vary in size, from 1,500 square feet to 4,000, but all share a distinctive look.

“Whether our customers see us on the road or at our store, we aim to make our branding known inside and out,” Claudia says. “Our delivery van is custom wrapped, and our stores have large signage stamped with our logo. We carry our brand colors of a natural green and vibrant teal throughout.”

The CB Pet Market brand retains the original fun and playful fruit-inspired logo of Cherrybrook Pet Supplies.

Also found across the chain, an exceptional customer experience made possible in part by the latest in retail technology, showing just how much the business has changed since its beginnings.

CONVENIENCE FACTOR

CB Pet Market makes it easy for customers to find the best products for their dogs, cats and small animals, without extensive research or other heavy lifting on their part.

“Customers know we stock the shelves with brands they can trust, and they know our team will take the extra time to read over every ingredient panel in the store until we find the one that best suits their pet,” Claudia says.

Technology helps make such in-depth, one-on-one conversations possible.

“We have embraced the ways that tech has enabled us to get our tasks done faster and more accurately, so we can spend more time with our customers,” Claudia says.

QR codes are found throughout CB Pet Market, with this one encouraging customer referrals.

For example, Astro Loyalty automatically tracks the store’s more than 60 frequent-buyer programs and numerous monthly promos, and fully integrates with the chain’s POS system from Pinogy. SPINS intelligence data shows how products are selling at independent pet retailers across the country, allowing for more efficient and effective buying. Grooming clients can call, email or text to book, while MoeGo will soon make online booking and other features possible.

Customers can shop online for home delivery by CB Pet Market staff, but also can order via DoorDash. Claudia says that while most DoorDash sales are one-offs, they still have value.

“The customers desperately need some things, and the orders are often unusual. For example, a bully stick and three cans of cat food, and not the 20-pound bag of dog food,” she says.

To offset the 15% DoorDash takes from the sale, staff include bounce-back coupons with every order. Claudia and Roy see these sales as marketing expenses, as the coupons have a 12% return rate, with 90% of those customers new to the store.

QR codes are another technology used for marketing. Many shelf-talkers in the store incorporate them for informational and promotional purposes, and customers can scan the “Refer a Friend Program” QR code to earn a $5 credit when the friend signs up for the store’s loyalty program.

This high-tech approach also applies to operations within the business. Staff use Microsoft Office tools, OneDrive, and SharePoint to communicate with each other and to share videos and information across all locations.

ANALYTICAL APPROACH

Claudia and Roy are especially proud of a program they created that uses technology to strengthen brand partnerships and boost revenue. Called the Retail Advertising Program (RAP), it involves selected vendor partners that pay to take part in chain-wide promotions via email, social media, in-store signage, displays and events. Twenty brands have taken part since its inception seven years ago, and Claudia says they see a 5% to 20% increase in sales, with newer brands getting the higher percentages.

“We can monitor the success of these offers by tracking sales,” she says. “We track overall sales, period over period and year over year. We can also track engagement on social media and open rates of our emails. We share this information with our RAP partners as well.”

Claudia sees the partnerships as exactly that, as brands get to choose which products get showcased and how, and even messaging for social posts. All of this saves marketing time for their team, and the cost of participating in the program covers any staff hours spent on the efforts.

They track RAP results and change the program accordingly. For example, the program initially emphasized emailing but now prioritizes in-store efforts because they prove to be more effective in boosting sales.

“It’s about measuring progress, and we’re very transparent with our vendor partners,” Claudia says, noting that they will suggest ideas to vendors based on what has or has not worked for others.

Analytics also allow for better targeting of email content. Using customer purchasing history, the store can segment by location, brand, or product or customer types such as raw feeders and those with cats, just to name two.

Roy and Claudia Loomis transformed Cherrybrook Pet Supplies into six CB Pet Market locations.

“We find this type of segmentation valuable to our business because we’re not flooding inboxes with content that is irrelevant,” Claudia says. “Instead, we provide customers with content tailored to them. This helps establish our credibility and increase engagement.”

And credibility and engagement are two qualities Claudia and Roy seek to continue cultivating as they strive to position CB Pet Market as the “neighborhood pet experts.” For Claudia, that ultimately comes down to helping pets and their people, now and into the future.

“We are seeing many more holistic remedies that are enabling pets to live longer and better lives,” she says. “That’s what it’s all about and why we’re here: to keep pets as vibrant and happy as long as possible.”

Five Cool Things About CB PET MARKET

1. PERSONAL TOUCH: CB Pet Market regularly sends greeting cards to customers thanking them for stopping in, congratulating them on a new pet, or offering condolences for a loss. Claudia says, “We treasure our customers, and we want to make sure they know it.”

2. COMMUNITY TIES: Among the many ways the stores support their local communities are by providing adoption bundle packages for shelters, donating food and grooming services to rescues, feeding K-9 officers and judging 4H competitions. Staff also take part in community events, pet days at local brew pubs and Bark in the Park with the Somerset Patriots.

3. THE EXTRA MILE: Claudia and Roy encourage staff to work at locations away from their home store, and they reimburse them for mileage. “We want them to rotate to other stores so they get a greater sense of what CB Pet Market is all about than they would if they worked in just one location,” Claudia says. “It fosters teamwork.” Such efforts have helped keep staff retention for five years at 60%.

4. GIVE IT A SPIN: During special events, customers can “Spin the Wheel” to win prizes such as food from vendor partnerships, swag, store coupons and more. Claudia says, “It’s a wonderful way to engage and interact with our customers, and it helps get them in our door.”

5. WEIGH COOL: Stores have Farmina-branded weigh stations where customers can track their pet’s weight and seek customized feeding plans for their pet’s health goals.

JUDGES’ COMMENTS

Missy Limbeck, Pet Palette Distribution: Great use of floorspace and creating points of interest with multiple displays. I love how the dark cherry color of the wood floors makes their branding color teal pop throughout the space. The “spin the wheel” table is really fun!
Nancy Guinn, Dog Krazy Inc: I love that even with six locations you still manage to add that personal touch sending personalized greeting cards to customers.
Peter Scott, American Pet Products Association: The owners and staff should be proud of their accomplishments and business.
Lyn M. Falk, Retailworks Inc.: Clean, bright and well merchandised interior. Branded wall colors and vinyl wood plank floor look professional. The QR codes on product lines are a great idea.
Katherine Carbonaro, Astro Loyalty: I’ve always loved their logo. That van is awesome!

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OWNER: Janet Cesarini | FOUNDED: 2016 | LOCATIONS: 1 | AREA: 1,300 square feet | EMPLOYEES: 2 fulltime, 1 part-time | URL: shoppupology.com | FACEBOOK: pupology | INSTAGRAM: pupology | TOP BRANDS: Green Juju, Steve’s Real Food, Primal Pet Foods, Northwest Naturals, Stella & Chewy’s, Fromm, FirstMate, Weruva, Pets Global, Earth Animal

JANET CESARINI lets love guide her. In 2016, she combined her passions for holistic health and pets into Pupology. First a popup shop, the business now offers nutritional guidance, biologically appropriate foods and treats, supportive supplements, and healthy chewing and playing options in a 1,300-square-foot 1950s cottage in Georgetown, TX. A stenciled “I Woof You So Much” adorns a section of the white picket fence out front, and as shoppers exit the store they see “Love One Another” painted above the door.

“It’s a reminder that we are all family,” Cesarini says. “My personal mission is for people to leave feeling good after we’ve had an interaction,” and to better the lives of pets and people in her community.

She does exactly that, serving as a respected resource for healthy pet products and a generous supporter of fellow local businesses.

HOME SWEET & SAVVY HOME

For her pop-up shop, Cesarini created a fun, whimsical style. She continues that aesthetic in Pupology’s now permanent home. Brand colors pink, white and black pop throughout the business, alongside additional stenciled messages and artwork.

Occupying a 1950s cottage gives Janet Cesarini the freedom to have fun with her exterior.

The store’s layout includes five themed rooms designed to build strong relationships with customers and provide them with an engaging and personal shopping experience. Upon entering, customers find the checkout desk, feature wall and Supplement Station lit by two crystal chandeliers.

“Seasonal and impulse buys, and items warranting a conversation before purchase, such as supplements, tinctures and CBD,” Cesarini says of the products she offers here.

The Supplement Station’s location up front creates educational opportunities.

Next up: the Toy Room with interactive and plush toys for dogs and cats, as well as gear such as leashes and collars. This room also features the Celebration Station, a display of ready-to-eat hand-decorated birthday and gotcha day bones, cake and ice cream mixes, and celebratory accessories.

Stencilled artwork adds to the fun and festive atmosphere at Pupology.

A disco ball hangs from the ceiling in the Treat Room, which offers a curated mix of single-ingredient and limited-ingredient options and functional chews. Customers also find here the Doggie Deli, set up like a candy store with glass jars for an interactive shopping experience.
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The Raw Room best represents Pupology’s core business: healthy, biologically appropriate diets for pets. Seven freezers store raw foods and supplements here, with three holding additional stock in the back. The Dry Room with thoughtfully selected kibble and canned foods sits just beyond it.

“The way we set up the store was strategic. As customers make their way to the Dry Room, they must pass the raw food freezers, purposefully prompting conversations and questions,” Cesarini explains. “We want to meet people where they are. So we want to see where they are, educate them about healthier options and then marry the two. We have the opportunity to speak with them about adding toppers like bone broth and about the treats they give their pets.” Raw makes up 50% of overall food sales.

Customers will find a selection of raw foods and toppers at the store, plus multiple places to pose their pups.

Clear glass jars, galvanized metal buckets and tins, and wooden crates continue the homey feel of the store, as does the team’s customer-service approach: to make all feel like a much-loved member of the Pupology pack.

LOVE FOR HANK & HOLISM

In August of 2022, a cancer diagnosis for Cesarini’s beloved Australian Shepherd Hank confirmed she and Pupology were on the right path. Inoperable metastatic cancer had spread to his lungs and should have taken him within a few months. She believed an approach that combined holistic methods with veterinary specialists would improve Hank’s quality and quantity of life.

“Hank is now 11 1/2 and living with cancer — he’s outlived his prognosis,” Cesarini says. “It’s a daily journey, but he’s healthy, happy, active, eating, and continues his integrative holistic protocol of Chinese herbs, CBD, mushrooms, whole foods, hyperbaric oxygen therapy and intravenous vitamin C sessions. Hank is my heart. He is my teaching dog. He helps me help others.”

Hank inspires much of what Cesarini does at Pupology.

She and the Pupology team share a love of learning. Ongoing sales and nutrition training by Cesarini herself and manufacturers combine with independent study and hands-on experience. She says, “My three employees are seekers of knowledge.”

They all also have a passion for sharing their knowledge of holistic pet health practices with Pupology customers.

“We always try to come from the standpoint of not having to add to the load the body already carries,” Cesarini says. “Whether it’s runny eyes, leaky gut, hip and joint or skin issues, our approach always comes from the standpoint of what does the body provide?”

Assistant manager Harley Mitchell adds, “It’s about looking at root causes, and diving a lot deeper than just putting a bandage on things. Our passion and purpose are interchangeable: How can we educate pet parents and make pets’ lives better using natural sources?”

EXTENDED FAMILY

Pupology still pops up at area market days and other events, and FURst Saturdays invite local rescues, holistic health practitioners and other small businesses to set up on the PAWtio. Free quarterly microchip clinics and annual Photos With Santa Paws also contribute to the sense of family Cesarini fosters with customers.

“By building relationships, you build trust,” she says. “That helps us to execute our mission, which is to educate pet parents about natural ways to feed and nurture their pets.”

Five More Cool Things About PUPOLOGY

1. PUP-FRIENDLY: To say Pupology welcomes dogs would be an understatement. In addition to the warm welcome they get inside, two tables topped with purple umbrellas out front draw customers who want to sit outside for a bit with their pups after shopping.

2. LISTEN UP: To promote holistically focused choices and their businesses, Cesarini co-hosts a monthly podcast with Pam Roussell, certified holistic health practitioner and founder of Purrrfectly Holistic, and Jessica Fisher, pet parent coach and R+ dog trainer. The team has posted 10 episodes since December and totaled 1,000 downloads. Raw diets, natural parasite control and vaccination are among the topics so far.

3. PHOTO OPS: The store serves as a regular backdrop for pet parents who like to share pics of their dogs on social media. They can pose in front of the “I Woof You So Much” mural year-round, and greenery-covered sections of fence change with the seasons and holidays. This has helped the store grow its social media reach to nearly 10,000, a nice number for a small city of 75,000ish residents.

4. SENIOR CITIZENS: Pupology supports Living Grace Canine Ranch with ongoing food donations and fundraising efforts. The organization saves, serves and values the lives of displaced, unadoptable and unwanted senior canines in Texas. Cesarini’s own five dogs are all seniors, so she is all too aware of the fragility of life.

5. SHOP SMALL: Cesarini loves to support her fellow small businesses — pet and other — in the area. In addition to inviting them to FURst Saturdays, she regular shares their events and promotions on social media and tells customers about the services they provide.

JUDGES’ COMMENTS

Katherine Carbonaro, Astro Loyalty: I love how each room is themed — so much fun, encourages exploration and discovery. I also really love that supplements and tinctures are at the front. They do require a conversation, and it bums me out when I see amazing supplements in the back of a store collecting dust. I love how their staff is able to advise and counsel customers on the products they carry, and it’s awesome that they also refer to other holistic businesses within the community. There’s obvious trust there, which is awesome.
Nancy Guinn, Dog Krazy Inc.: The “I Woof You So Much” photo op spot is adorable! Definitely a place I would bring my dog to for photos!
Lyn M. Falk, Retailworks Inc.: Great exterior. Fun name. Clever marketing and display work in a small space.
Missy Limbeck, Pet Palette Distribution: Very unique space and well-done decorating the exterior, seasonally and every day! Love the idea of having a PAWtio with photo opportunities for pet parents. The business logo is super cute, and that follows through with all other marketing and online efforts. The story of Hankgave me chills, what a fighter!
Peter Scott, American Pet Products Association: Everything here looks so personal and heartfelt, which makes it great. The building looks like an extension of her family.

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OWNERS: Jusak Yang Bernhard and Jeff Manley; URL: wagheaven.com; LOCATIONS: 2; INSTAGRAM: wag_heaven; FACEBOOK: wagheaven; FOUNDED: 2019; AREA: 1,815 square feet Williamsburg Village; 1,720 square feet downtown; TOP BRANDS: Victor, Fromm, Nulo, A Pup Above, Earth Animal, Tucker’s, Big Moe’s, Erica’s Healthy, Exley Farms; EMPLOYEES: 7 full-time, 5 part-time

WHAT MAKES WAG Heaven Pet Supplies & Self-Serve Dog Wash in Georgetown, TX, a fixture in its community? The faith and generosity emanating from owners Jusak Yang Bernhard and Jeff Manley. Rather than looking for opportunities that help only their business, they’re quick to ask others, “What can we do for you?”

Yang Bernhard says, “We’re much more than a retailer.” The approach works, helping this pop-and-pop store earn more than $800,000 in annual revenue (92% from retail and 8% from baths). “Part of what we do is connect people,” Manley adds.

Often those connections benefit others without direct gains for Wag Heaven, which has two locations in town. The couple believes everything turns into something and that kindness gets passed on. Yang Bernhard points to universal truths and higher callings rather than pinning success on their Christian faith alone. They describe feeling led and watching for paths to appear.

Jusak Yang Bernhard, left, and Je Manley lead their team at Wag Heaven.

Meaningful Connections

Community-first thinking puts Texas-based companies Victor, Nulo and A Pup Above as well as area brands Big Moe’s Treats, Erica’s Healthy Pet and Exley Farms (honey and skincare products) on Wag Heaven’s shelves.

It’s also why Yang Bernhard and Manley lead and participate in many local events and fundraisers with their business. They attend downtown markets, selling about $1,000 to $2,000 in treats and toys in a single day. They hosted the first POPP Pup Parade with Costume Contest in 2021, and it has turned into an annual event. Wag Heaven also hosts dog washes and toy drives for Ride on Center for Kids Horse Therapy, Palace Theater, Playful Child Foundation, Pet Partners, Sun City Pet Club and Georgetown High School. Volunteers wash dogs for $20. Yang Bernhard says, “Every cent goes to charities.” Or when the store gets toys for $1 that sell for $5, the chosen charity gets $4 from every sale.

The events are all meaningful. It helps that both worked in entertainment — Yang Bernhard as an actor and producer, Manley in editing. For example, they made memorial cards for people to carry during the parade and read aloud the names of 75 pets killed in a nearby boarding facility fire.

Both bring experience in the nonprofit sector, too, and have zero qualms about asking for financial or other support. When the town initially deemed Wag Heaven’s idea for a large mural on its downtown location as promotional signage, “We said, ‘Well, that’s not what we’re looking for,’ so we went back and forth with the city a little bit, then the Arts & Culture Board found a grant that would involve veteran artists,” Yang Bernhard explains.

The chosen submission features a memorial to Nemo, a war dog and Purple Heart recipient who retired to a military base in Texas, as well as images of other types of working dogs. Artists J. Muzacz and Jay Rivera sketched the mural, and community members helped paint it.

At a pet food drive after, a man asked, “Is that Nemo?” Told yes, he teared up and shared that he’d flown Nemo home from Vietnam. Manley says. “If we’d stopped the first time when they said, ‘You can’t have that,’ this moment wouldn’t have happened.”

Wag Heaven also gives free and discounted food to the Williamson County Sheriff K-9 Unit, thanks to support from Victor and Instinct brands, and free baths. Koda, the Georgetown Fire Department Dog, also gets food from Lotus and other supplies.

Bigger, Better Together

Another important collaboration started with Yang Bernhard and Manley lunching at a cafe run by Brookwood in Georgetown (BIG), an organization supporting independent living for adults with special needs. The issue remains close to their hearts since Manley’s brother is on the autism spectrum.

They learned about pies, fudge, pet treats and other pet products that BIG citizens make. In addition to selling those products at Wag Heaven — even the ones not for pets — the couple is helping to secure distribution through Alamo Pet Experts.

Wag Heaven provides work experience to high school students with special needs, as well. The students put together treats and coupon bags that other local businesses, from banks to restaurants, hand out via their drive-thrus. “How cool is this town?” Yang Bernhard asks. “I think it’s because they know our hearts. They help us promote ourselves. It’s completely amazing.” Those coupons typically feature a dollar amount off product purchases or a free self-serve dog wash.

Generosity and collaboration matter to the couple so much that brands or distributors not supporting local efforts, such as by providing free pet food for those in need, don’t get space on their store’s shelves. Yang Bernhard jokingly calls himself a bully, but he says, “I think our community work is so much more important than the dollars.” They’ve hosted five such giveaways of two to three pallets of pet food each.

Wag Heaven launched in Georgetown in the Williamsburg Village area.

Results So Far

Wag Heaven opened in the Williamsburg Village area of Georgetown in late 2019, just months before pandemic shutdowns. The small city has just 75,000 residents, and the couple saw that older pet parents in the Sun City Retirement Community preferred to shop in midtown Georgetown. They opened the second Wag Heaven downtown, turning a run-down auto dealership into a bright and spacious pet-supply store.

“Many residents don’t like to cross Highway 35, so it’s two separate audiences,” Yang Bernhard explains.

Growth has been steady for the business. Annual revenue increased 66% from 2020 with one store most of that year to 2021 with two. Wag Heaven enjoyed another 19% increase in revenue in 2022 up to more than $800,000, with 53% from the downtown store and 47% from the Williamsburg Village store. About 5% of retail sales get made on the store’s well designed website, with staff doing eight to 12 deliveries each week.

Rather than grow into Austin, about 45 minutes south and where other local pet stores serve customers well, Manley says, “If we are to expand, we feel we should be looking in areas such as Temple, Jarrell and Waco. “There is plenty of area north of Austin that can be developed, where we don’t need 100,000 people or more to keep a store alive.”

Higher expectations are a challenge of being such a valuable resource in a smaller community. That’s why they empower all staff to solve any customer service glitches themselves, including refunds, exchanges, and even discounts and free products to help pets transition to new foods. “We also have a very liberal return policy,” Manley says.

Want to use Wag Heaven’s success as a template for success? “Concentrate on your heart and your gut,” Yang Bernhard advises, with Manley adding, “Who do you want to help when something comes along? Then try to figure out what you can do that aligns with your mission.”

Five Cool Things About Wag Heaven

1. PREQUEL. From 2007 to 2016, Yang Bernhard and Manley owned TailsSpin, a pet-supply store with three locations in Savannah, GA. After deciding to move to care for Manley’s ailing father, and help his mother and brother, they sold the business to Bentley’s Pet Stuff in 15 minutes at SuperZoo.

2. HAPPY HOUR. Monday through Friday from 2 to 5 p.m., self-serve baths cost just $10 (regular price is $14). About 10-15% of the store’s bath income comes from happy hour.

3. PRICELESS. Mastercard featured Wag Heaven in a national print ad campaign. The ad said, because “their business is much more than the goods they sell” and highlighted the store’s partnership with local animal shelters to offer free pet food to those fostering dogs and cats during the pandemic.

4. MUTUALLY BENEFICIAL. A local doctor offers affordable primary care via membership. The couple appreciates the commitment to service, so they pay the monthly fees for full-time staff, among other benefits, as another way to support their team and another business owner in the community.

5. EXTRA EXTRA. Every week, Wag Heaven sponsors a column in the Williamson County Sun that features adoptable dogs at local shelters. They also write about pet care for the paper and other publications.

PHOTO GALLERY (3 IMAGES)

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OWNERS: Taylor Gonzalez and Renee Gonzalez; URL: threetailspets.com; LOCATIONS: 2; INSTAGRAM: threetails9900 | thretails6800; FACEBOOK: threetailsparlorpantry; FOUNDED: 2018; AREA: 5,000 square-feet Columbia; 5,800 square feet Waterloo; TOP BRANDS: Fromm, Rawbble, Stella & Chewy’s, A Pup Above, Primal, Earth Animal, Austin and Kat, Fluff & Tuff, Tall Tails, West Paw, Weruva, Momentum; EMPLOYEES: 3 full-time, 1 part-time Columbia; 3 full-time, 4 part-time Waterloo

TAYLOR GONZALEZ GREW up with her mother as an entrepreneurial role model. Renee Gonzalez purchased Waterloo Feed and Pet Supply in Waterloo, IL, when Taylor was just 10 years old. When Taylor graduated from college in 2017, she decided to join the family business — in a way.

Taylor opened Three Tails Parlor and Pantry 15 minutes away in Columbia, and Renee rebranded her store with the same name.

Congratulation From Your Business Coach and Support System

“We share the same POS system, therefore we share the same pricing and customer loyalty programs. I coordinate monthly promotions for both locations. However, we are separate in that I own my store and my mom owns hers,” Taylor explains. “The purpose is to keep customers within our area shopping under the Three Tails brand versus other options.”

The creation of that brand drew inspiration from the Gonzalez family Labradors, Samson, Sawyer and Scout. Their tails appear in the store logo, and Taylor says, “Our mission is to always learn more, find the best affordable products for not only our pets but for our customers, to help each and every pet live the longest, healthiest, happiest lives we can give them.” Renee adds, “We treat everyone’s pets like our own.”

Taylor Gonzalez, Renee Gonzalez

Continuing Education

In 2021, the family business evolved yet again when Taylor moved her Three Tails to a 5,000-square-foot space that could better accommodate its expanding clientele and growing menu of services. Taylor got a crash course in literally building a store. “The building was an old dry cleaner and had to be completely gutted,” she says. With the help of her family and a builder friend, Taylor involved herself in every aspect of executing her vision. “I learned how to design architectural plans, drill studs, hang drywall, lay flooring, paint walls, and so much more. Almost every single task to build out my store, I was involved in, which I think is special and unique to share with customers as I show them around.”

While her location serves dogs and cats, and Renee’s also has products for small animals and livestock, both have a similar aesthetic. “They have the same wood plank floors, the same farmhouse-chic look,” Taylor says, adding, “We wanted to take more antique and refurbished furniture to use as display pieces. The feeling is that you are not walking into a standard pet store.”

In addition to the healthy products and services both Three Tails stores offer, the Columbia location (above) offers hydrotherapy.

Pet Health & Wellness

Three Tails takes a holistic approach to pet health that also helps it compete against big-box and large chains in the area. Always mindful of the important role diet plays, both stores stock a wide array of high-quality foods and supplements. Taylor and Renee are Certified Pet

Food Nutritionists through Dogs Naturally.

They also have formed strong working relationships with many local veterinarians. “One thing the vets know — if a dog or cat has an allergy test done at their office, they can send them to us and we’ll find the right diet” for the pet, Renee says.

Both stores also offer grooming and self-wash. The Columbia location features complementary services such as chiropractic clinics and canine massage, offered bi-monthly, and hydrotherapy. “The chiropractor has helped dogs with many issues, like ear infections, digestive tract issues, seizures. There is more than one way to fix an issue,” Taylor says.

Personal experience paired with customer requests have helped create this ever-growing menu of services. “Chiropractic and massage are things I do for my own body. Dogs’ bodies aren’t too far off from human bodies,” Taylor says. “We’ve offered massage for about a year. It’s definitely for calmer dogs, but they love it. It helps with stress and anxiety.”

Taylor remains open to trying new services to help her pet customers. “Another business owner was selling her hydrotherapy tank, so I bought it. I had a dog who had broken his leg, and the vet thought they might have to amputate. Hydrotherapy really helped, and the leg was saved, so I wanted to offer this service,” she says. Her store has a private room for the underwater treadmill.

Taylor Gonzalez moved her store to a former dry cleaner in 2021. With help, she renovated it into a farmhouse chic space.

Community Support

Three Tails also stands apart thanks to its deep roots. “I grew up in Columbia. I want to give back to the community that built me,” Taylor says. “If someone is going through a hardship or tragedy, we want to help any way we can.”

Every holiday season, the stores sponsor a Home for the Holidays event for a longtime resident of Helping Strays of Monroe County. “The chosen resident can pick out whatever they want for Christmas,” Taylor explains. “During this Facebook Live event, viewers can learn more about our guest star, recommend their pet’s favorite products, and tag friends who may be interested in adopting our guest. So far, every pet we’ve spotlighted has been adopted.”

Organizations that work with veterans and service dogs are particularly close to Taylor and Renee’s hearts. They regularly partner with Got Your Six Support Dogs to host fundraisers. “My boyfriend just retired from the U.S. Army after four tours overseas,” Taylor shares. “The first-hand experience opened my eyes to the life-altering sacrifices these men, women, K9s and their families make to protect our country.”

Family Business

All of the above have allowed both stores to grow. Columbia has seen an 80% revenue increase since moving, and Waterloo has grown 45% since rebranding.

Taylor and Renee also point to their relationship as well as different perspectives and life experiences as keys to their success. “Being in business is hard no matter who you do it with. With my mom, I know she’s always in my corner,” Taylor says. “Her connections have helped us grow. Her experiences and my ‘new’ have been a great combination. My mom knows what works, and I can put a fresh spin on it.”

The concept of family extends to customers and staff. “It’s a family business, and we treat everyone like family,” Renee says. “We know the customers, and when they come in, they feel like they’re at home.” Taylor adds, “Our staff is passionate and knowledgeable. They always want to learn more and be better” for our customers. “The whole ‘small-town family feel’ is the most important element of our stores.”

Five Cool Things About Three Tails Parlor and Pantry

1. WELCOME CATS. Any number of rescue cats (six between the two stores) greet customers, meander around the shelves and displays. “We have people who just come in to see the cats,” Renee says.

2. HUMAN HEALTH. Taylor says, “For a living, we advocate the importance of wellness for pets. Therefore, I preach the same thing for our team. I found affordable health insurance so they, too, could have the opportunity to make their health a priority.” Full-time employees can get medical, dental and vision insurance.

3. THANK YOU FOR YOUR SERVICE. K9 officers get free grooming, and military and first responders get 15% off all retail.

4. HAPPY EASTER. During the pandemic, Three Tails created at-home Easter Egg Hunt kits for dogs and cats. They were such a hit, the store continues to offer them each year.

5. paid tuition. Taylor says, to “stay up to date on ever-changing knowledge and techniques,” the store pays for a variety of education courses for its staff, from nutrition and grooming to Pet first aid and CPR.

PHOTO GALLERY (7 IMAGES)

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OWNER: Brooke Busch; URL: furbabypetboutique.company.site; FACEBOOK: facebook.com/furbabysatx; INSTAGRAM: instagram.com/furbabysatx; FOUNDED: 2020; LOCATIONS: 1; AREA: 1,200 square feet indoors, 1,200 square feet outdoors; TOP BRANDS: P.L.A.Y. (Pet Lifestyle and You), Bosco and Roxy’s, Bowser Beer, Big & Little Dogs, Ripley & Rue, The Dapper Paw, Kit Kat Clocks, Parisian Pet, Mimi Green, Eat Play Wag, Trill Paws, Two Tails; EMPLOYEES: 1 part-time

BROOKE BUSCH UNDERSTANDS well the concept of experiential retail. In fact, she built Furbaby Boutique and Biscuit Bar in San Antonio, TX, around it. Whether a private Barkday Pawty in the store’s backyard, an extra-special treat from the Ice Cream Pawlor or a photo session in the ever-changing Pawparazzi Booth, Busch offers all of her customers — pets and their people — a uniquely fun time that keeps them coming back for more.

“The key to our success is the customer experience,” Busch says. “That’s what sets us apart.”

It also allowed Furbaby to reach six figures in revenue within a year of opening, in 2020 no less, with annual growth since coming in at a healthy 10%.

Congratulations From One of Your Top-Selling Brands

If She Built It

Busch was teaching English to middle schoolers when the pandemic hit. After everything shut down, she decided to open her dream boutique in Floresville, a small city southeast of San Antonio where she and husband Terry live.

“There was nothing around that was pet-oriented,” Busch recalls. “I thought there was an opportunity to provide cool stuff for dogs and also be a place where kids could go because there was nothing for them to do.”

Her husband and friends thought she was crazy — they didn’t believe people would pay someone to host a birthday party for their pet.

“But I had a ‘Field of Dreams’ mentality,” Busch says. “That if I built it, they would come.”

And they did, not only locals but customers who would drive 45 minutes from San Antonio to visit Furbaby. In 2021, Busch relocated the store to a 1,200-square-foot house with a 1,200-square-foot backyard in the much larger city.

“Now we are carving out our super-unique niche on the south side of town,” she says. “We are proud to offer a ‘Heavy Petting’ experience like no other — an environment where we dote on pets and create fun opportunities, which are so incredibly important in today’s world.”

Customers like their dogs to be the first to try on new arrivals at the store, as Brooke Busch takes photos of them modelling that she uses to market the clothes on social media.

Funky & Fun

Busch recruited friends, many of whom are artists, to help create her current space, which she designed herself.

“I get bored in sterile stores,” Busch says. “I like funky. I wanted something no one had ever seen before, and I wanted everything to be Instagram-worthy.”

Furbaby’s bright blue exterior and graffiti-inspired sign are hard to miss, and every room was designed to wow with color and to ensure that pets have space to play, eat and be photographed. The Paparazzi Room features custom-built sets and props that are rotated at least twice a month. Another room has a Try-It-On Table so customers can do exactly that with clothes from The Dapper Paw and Parisian Pet as well as collars and harnesses from Big & Little Dogs, Mimi Green and Eat Play Wag, among other brands. The backyard transforms into a private and public event space where pups and their people can mingle. Busch also invites vendors, free of charge, to set up out front on the weekends.

“It was important to make people desire to come in simply because it’s such a cool-looking place,” she says.

Retail areas feature bold colors and prints on the walls and fixtures. Busch sticks to a product lineup of clothing for humans and pets alike, toys that suit the Furbaby’s fun vibe, such as from P.L.A.Y., gourmet cookies from Bosco and Roxy’s and bulk biscuits, and items in other non-food categories.

“I carry a ton of local because I look at it as a pet collaborative, since small businesses are not being carried at Petco or PetSmart,” she explains, adding.

“I look at my store as if I am the Willy Wonka of dogs. I want it fun and bright and different. And my products fly off the shelves. People want unique.”

Indeed, the uniqueness extends throughout the Furbaby experience and helps it compete against online retailers, even though — or perhaps because — Busch does not offer ecommerce.

“That takes away from the shopping experience,” she explains. “People, kids and dogs are deprived of a lot of social experiences today. There are dogs that people got during Covid who have never been around other dogs or humans, but when they come into Furbaby, they get to meet them.”

Among the events where like-minded pet parents gather at her store are the previously mentioned Barkday Pawties in the store’s backyard. Busch charges $250 for 20 humans and 10 dogs, for use of a themed photo booth, treat bags, pup cones and music.

She also invites rescue groups and breed organizations to hold their meetings at Furbaby. She hosts free events at the store, as well, among them a recent Fur Twenty Pup In Smoke Event, just to bring in new customers.

Furbaby carries equally fun clothing and other products for people.

Social Shopping

Busch describes her typical customer as someone who buys food from Chewy or PetSmart but visits Furbaby once a week for an outing with their pet.

“They come to see what’s new because they’re trendy. These are the dogs who have Instagram accounts.”

In fact, Busch has created her own army of free influencers.

“Whenever new shipments arrive, the first on the scene to purchase it becomes our model,” she says. “People actually race to the store to get first dibs because they know we carry small batches and things go quickly.”

Because of her success on social media, more than 8,000 followers across Facebook and Instagram, Busch doesn’t need to pay for marketing. Instead, she relies on her customers to promote Furbaby on her behalf.

So what’s next for the store? Busch plans to recreate the experience at a new and larger location this summer.

Five More Cool Things About Furbaby Pet Boutique and Biscuit Bar

1. ICE CREAM PAWLOR Last summer, Busch added an ice cream “pawlor” in a dedicated room at Furbaby. It was successful at attracting customers when people were hesitant to leave the comfort of their air-conditioned homes. On the menu: Peanut Butter, Goat Milk Blueberry, Goat Milk Pumpkin and top seller Maple Bacon.

2. THE SQUAD Furbaby has one employee, Victoria Guerrero. Busch describes her as “the Charlie Bucket to my Willy Wonka.” Also on the extended team are photographer Megan Bowling, pet portraitist Hannah Supranowicz, baker Elizabeth Renden, and Mysti Packard, who co-locates her Haughty Hounds Grooming in the building. All contribute in various ways to events and the store itself. Busch says, “I don’t charge or take a percentage from my friends’ small businesses. It’s a girl squad supporting each other and working collaboratively with a shared vision.”

3. CUSTOMER SUPPORT Busch gets help sourcing props for photo sets and the store. She says, “We rely solely on DIY for these projects. I have customers who literally see an abandoned children’s play refrigerator on the side of the street, who will pull over, bring it to the store and say: ‘I know you girls can make something fun with this.’”

4. PAWTY PLANNING Busch recently began offering the party planning services to customers in their homes. She creates themed parties and will customize all details for the guest of honor. One recent example: a “Amazing World of Gumball” party for a birthday Bulldog.

5. NEW CLOTHING LINE A next step for Furbaby is a custom clothing line for pets in partnership with Bowling. The brand name: Heavy Petting. They recently test-marketed items from the line at a local bar — and sold out on the spot.

PHOTO GALLERY (5 IMAGES)

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OWNER: Callie Shackelford; URL: fluffymuttgroomingspa.com; FACEBOOK: facebook.com/fluffymuttgroomingspa; INSTAGRAM: instagram.com/fluffymutttx; FOUNDED: 2017; LOCATIONS: 1; AREA: 1,700 square feet indoors; TOP BRANDS: Vetnique, Hydra, Pride + Groom, Lucy & Co, Bosco and Roxy’s, Foggy Dog Bows, Bad Tags, Pet Releaf, Natural Dog Company, The Worthy Dog, Sassy Woof; EMPLOYEES: 4 full-time, 1 part-time

CALLIE SHACKELFORD WANTS to inspire others with her business success because of all she has overcome. The steep climb began with a pregnancy at age 17 and then another four years later. After government assistance and income from a minimum-wage job grooming dogs at a vet clinic covered her family’s expenses each month, she had just $20 or so left over.

But at age 24, Shackelford took money socked away from tax refunds to set up Fluffy Mutt Grooming and Spa in Port Lavaca, TX. Her 500 square feet cost $350 in rent, and she started with a used table bought online, inexpensive shears, and a DIY bathtub made from plywood and a water trough. Of the decision to turn a job learned via YouTube videos into a career and small business of her own, she says, “I’ve always had artistic talent. To me, grooming is art, and I like a challenge. I love how with grooming, no hour or day of work is ever the same … it’s just fun!” The higher income also encouraged her. “Within one month, I had made more money than I ever had. I paid my bills, got off government assistance and reinvested the rest into better equipment.”

Congratulations From Your Business Coach and Support System

That first year, 2017, Shackelford worked solo seven days a week. As the Fluffy Mutt team grew and moved into progressively larger spaces, revenue increased as well.

In 2022 with four employees grooming as many as 28 dogs daily, the business had grown 125%.

These days, groomers handle all appointments, freeing her to be an entrepreneur rather than a business owner elbows deep in a bathtub.

From left, Kristy Salazar, Morgan Blakeman, Callie Shackelford and Taylor Blakeman

Making It Work

Shackelford defines her brand of hustle simply as hard work. “My kids are my main motivation. I want to set a good example and show them what life can be like if they work hard for it,” she says, admitting to living in “fear all the time” in the early days of Fluffy Mutt, but “Now I don’t look at it that way because I know that in the end, it always ends up working out.”

It does, though, because of her. For example, in August of 2022, Shackelford was given two months to move out of her previous location. Turning one of Port Lavaca’s oldest buildings from a saloon into Fluffy Mutt’s new home became a nightmare. After losing $10,000 to a contractor, she and her boyfriend, Remington, completed the remodeling themselves, leaving her no time for the existing salon. “It was a blessing in disguise because it made me step back and give my team more power in the business. I’m so proud of them because they just ran it.”

Fluffy Mutt gained square footage in the move, growing to 1,700 square feet that allow for a more spacious front area that makes client check-ins easier and encourages shopping. Each wall sports a different bright color, with a menu of services featuring fun graphics hanging behind the desk. In the retail area, rustic fixtures hold everything from grooming supplies and related supplements to toys and gear to treats and chews. A birthday area offers decorated cookies and all the supplies needed to celebrate at home. In the back, the grooming space remains separate from the bathing area to keep noise and distractions to a minimum for dogs on the table.

Next Level

Shackelford shares credit for Fluffy Mutt’s continuous growth with two business support groups. She belongs to Apex, a community of high-achieving, driven entrepreneurs from various industries who meet quarterly in Dallas. The group keeps her focused on getting to the top 10% of the pet industry and never making excuses. Among the lessons learned are how to create core values for her business and to reward accordingly to improve staff satisfaction and retention.

In addition to hourly pay, team members keep their tips, totaling about $300 to $400 per week. Shackelford gives quarterly bonuses based on Fluffy Mutt’s core values of reliability, quality, teamwork, growth and service.

“I try to give them a sense of ownership in the business so that they stay inspired and motivated,” she says. “I want them to know that they are important and have a purpose, not just a dog bather or groomer. I include them in all the decisions. We order merchandise together. We decorate together. We make changes together.”

Shackelford and her team enjoy three-day weekends every week, thanks to shop hours Tuesday through Friday. “I want my employees to feel like they have a life. I don’t want them to get burned out. Whenever we’re doing so many dogs every day, I want them to have that three-day weekend to look forward to.”

She also finds support as a member of Pet Boss Club, which provides her with ideas for events, guidance on retailing markups and markdowns, and ways to package products and services. In addition to taking part in weekly and monthly video meetings, Shackelford says, “They have a podcast I listen to religiously.”

Shackelford added retail to her salon in 2021. She also takes products to local markets on the weekend to promote her business.

Anticipation

Fluffy Mutt has a roster of 3,000-plus clients, with 95% booked as repeat business despite the fact that Shackelford charges more than other area groomers. That’s quite the coverage for a town of 11,000-plus, even factoring in visiting RVers with dogs who need baths, customers from nearby Victoria, and the 20 clients who travel from San Antonio, Houston and Austin.

She builds anticipation with intentional fun and add-ons. Of the year-round decorated tree and specials that change with the holiday or season, Shackelford says “We want to create a vibe. Our clients look forward to seeing what we’re going to do next. It’s fun and inviting.”

Spa Day, the salon’s bestselling add-on, runs $24.99 and includes additional treatments, a higher-quality bow or bandana, a goodie bag and more. It also includes a printed photo of the freshly groomed pet on a fun photo set. Shackelford says of the expense, “It doesn’t cost that much. Literally, I make everything that I spend on it back with like two add-ons.”

At least 10 to 15 clients per day book the Spa Day. That’s an extra $52,000 to $78,000 each year. Plus, the photos circulate on social media, making ad spending unnecessary.

A tree changes with the holidays and seasons, as do photo backdrops.

The Future

Shackelford plans to open a second location in a bigger town, but says that there are “still a couple of things I need to hand off before I can,” such as payroll and purchasing. A rebrand in late 2022 she describes as “professional, fun and eye-catching” also solidified her business for possible franchising and signature product lines in the future.

Shackelford would also like to host entrepreneurial seminars for high school students in work programs. “For a long time, I was really embarrassed by my past, and I never told my story. Once I did, I realized how it impacted so many young people that are in that same position I was in, and I try to focus on helping those. I have inspired four people to start a business, and all of them have succeeded.”

Five More Cool Things About Fluffy Mutt Grooming and Spa

1. FRIDAY BATH DAYS Rather than interrupting full grooming appointments every day, Fluffy Mutt schedules quicker baths and brush-outs for Fridays. It’s more efficient and optimizes daily revenue. It also serves the needs of RVers staying in the area wanting weekly or frequent dog baths.

2. HOLIDAY GIVEAWAYS For Easter, Shackelford filled a large golden egg with $250 worth of dog merchandise, and anyone who purchased the “Mutt Bunny Spa Add-On” was entered to win it. It helped drive more purchases of the add-on.

3. COME ON IN Offering $12 walk-in nail trims and filing has added 5% to Fluffy Mutt’s annual revenue. On average, grooming assistants (or anyone with time) do five extra sets of nails each day.

4. PET ADOPTIONS Team members take the Fluffy Mutt photo set to the local animal control facility, then hang the photos of adoptable dogs and cats on a greenery wall at the salon. Adopters can then get a free bath, nail trim and ear cleaning simply by showing proof of adoption from the facility

5. ADOPT A GRANDPARENT During the holidays, the salon organizes “Adopt-A-Grandparent.” Clients can purchase and personalize a gift tag for $20 that goes on the salon’s Christmas tree. With the money, Shackelford buys gifts for more than 150 nursing home residents.

PHOTO GALLERY (8 IMAGES)

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