We have seen in recent years a rapid increase in pet ownership because of the global COVID pandemic that started in 2020, and our industry has felt the sharp increase in demand for our grooming skills. Further, ten years from now, we will all see a significant uptick in the percentage of our clients that are geriatric, and therefore harder to groom. But it isn’t only groomers who are under higher demand since the pandemic—veterinarians are also stressed like never before.

Everywhere I have investigated, veterinarians’ prices have risen dramatically and their availability has markedly dropped. This supply-and-demand problem for groomers and veterinarians can be seen as a positive trend for us as an industry, however. With groomers increasing our educational understanding in skin and coat care, our role can be more pivotal.

Together, the skin and coat in all mammals form what science calls the “Integumentary System.” The National Center for Biotechnology Information website defines this as “. . . the largest organ of the body that forms a physical barrier between the external environment and the internal environment that it serves to protect and maintain. The integumentary system includes the epidermis, dermis, hypodermis, associated glands, hair, and nails.”¹ As pet groomers, this is the system of the mammals’ bodies that we work on all day, so we should be, and are, skin and coat technicians.

The fact that the grooming industry is now being seen more and more as a partner with the pet’s veterinarian to prevent or deal with skin and coat issues is clearly one of the most exciting trends and opportunities available to groomers for 2024 and beyond. Once groomers equip themselves with some of the many progressive educational opportunities in skin and coat expertise now available, they can then develop a better relationship with area veterinary practices in mutually beneficial ways.

The grooming educator who first enthralled me with the science of canine skin and coat was Michelle Knowles, ICMG. When asked what motivated her to become one of the leading skin and coat experts in our industry, she shared this: “Getting a proper diagnosis, for me, will always be the goal before any therapeutics are performed. One of the most frustrating conditions that veterinarians see is ‘allergies’ or ‘itchy skin.’ While veterinarians have excellent diagnostics, pet stylists and aestheticians have the knowledge it takes to support the skin topically.

“In today’s world, it can take weeks to be seen by your veterinary partner, even if they know you and your dog,” Michelle continues. “I fully support and promote improving pet groomer/veterinarian relationships to alleviate the burden of compliance cases. Education is always the best way to pave the way for future understanding. There is so much these pet care branches can share. Strengthening the bond between vets and pet groomer/estheticians can vastly improve compliance, and weekly or monthly check-ins with the esthetician will keep everyone in the loop during the length of the treatment period.”

To see a major medical manual writing into its procedural instructions that it is “best done by professional groomers” is a powerful landmark in pet grooming history. It truly is an exciting time to be a groomer with an expertise in skin and coat.

1. Y, Joyce. Dao, H. (2023, May). Physiology, Integument. National Library of Medicine. https://www.ncbi.nlm.nih.gov/books/NBK554386/
2. Moriello, K. (2020, Jan). Principles of Topical Therapy in Animals. Merck Veterinary Manual. https://www.merckvetmanual.com/integumentary-system/congenital-and-inherited-anomalies-of-the-integumentary-system/congenital-and-inherited-anomalies-of-the-integumentary-system-in-animals

Many businesses did not weather the COVID shutdown; others decided it wasn’t worth fighting for and retired. In turn, we find ourselves with fewer grooming salons, which sounds like a wonderful situation for those businesses that survived, right? However, COVID-19 created a whole other host of issues.

Many people adopted pets during this time because they were at home and either needed companionship or figured it was a great time to add a pet. Many pet owners also decided that this might be a good opportunity to learn how to groom their own pets since they had the time. In addition to that, many employees made life changes that they would not work as hard or be as dedicated to work as they had been in the past. To top it off, we have inflation continuing to plague our costs of running a business. And because of this, many employers are having to go back to work or adding hours to raise enough money to pay their employees. All of this leads me to the concern that we may see another wave of businesses closing their doors for good.

Essentially, the CPI measures how far your dollar goes as a consumer. In the last 10 years, the average CPI has been 2.65% per year, which means your dollar is worth 2.65% less than the previous year. If you raise your prices every year consistently with the CPI, your money/income stays the same.

This tells us that if you haven’t raised your prices by 17% (total) in the last three years, you are going backwards. In other words, if you charged $65 in 2020, you should be charging at least $76 to break even. And if you want to give yourself a cost-of-living raise, you need to double the CPI, meaning that $65 groom would be $87. I know that many (if not most) would say, “My clients would never pay that!” So let me reverse that and say, if you are not making those changes, then you may not be around to help those clients in the future because you just took a 17% pay cut in the last three years.

From having sold my veterinarian practice to a corporation, I will tell you that one of the first changes they make is to right-size your fees. They understand the process, which is where many corporations make their money. They take veterinary practices or grooming salons that are undercharging (and still making a profit) and fix their fee schedule, adding a nice increased profit margin from the start after they buy you out.

Often, we fret over this decision; we don’t like the conflict and are afraid we can’t find a replacement. But if we aren’t proactive, what usually ends up happening is we lose our good employees because they feel undervalued when the problem is allowed to make their life miserable and it is not addressed.

These are just a couple of ways we can strategically work on creating a healthier business. The key takeaway is to understand that the things that set us apart from the competition are not necessarily easy or without some conflict, or everyone would be doing it. It is essential to look at different ways to enhance what we do to stay competitive in this uncertain environment.

Don’t be afraid to seek out help in this process. Owning and running a business is a skillset in itself, and it never hurts to get advice from or hire someone more knowledgeable to teach us. Hopefully these economic uncertainties normalize soon, but in the meantime, remember to be creative and strategic as we muddle our way through it.

Dr. Cliff Faver graduated with a BS in Biology/BA in Chemistry before getting a Veterinary degree in 1987. He is the past owner of Animal Health Services in Cave Creek, Arizona and now the US distributor for Iv San Bernard products, teaches the ISB Pet Aesthetician Certification program, and speaks internationally on hair and skin. His passion is to merge groomers and veterinarians to aid in helping and healing pets. He is also a member of AVMA, AAHA, AZVMA, Board member with Burbank Kennel Club, and has served on Novartis Lead Committee, Hill’s International Global Veterinary Board, and a Veterinary Management Group.

ith expenses rising and it being tougher to find employees, many grooming business owners are ditching their big, bustling salons and opting for smaller, cozy home-based setups—which is the ideal arrangement for a cat-only grooming space.

Cat owners are increasingly seeking out specialized grooming services in a calm environment without the loud, busy chaos of some traditional multi-species grooming businesses. This shift in consumer behavior has given rise to small, personalized grooming setups, and home-based salons are a great way to combine this low-stress environment with minimized expenses.

The advantages of home-based cat grooming salons extend beyond stress reduction. They offer a one-on-one grooming experience that is tailored to the specific needs and preferences of each appointment. For cats, this individualized approach means that the groomer can take the time to understand their unique behaviors and preferences. This leads to a more comfortable grooming experience, which is especially crucial for cats with special needs or behavioral challenges.

With a small, intimate grooming space, cat owners can also feel more at ease. This is in stark contrast to the hustle and bustle of a large salon in which some owners feel more like a number or that their concerns aren’t being addressed.

For those considering starting their own home-based cat grooming business, there are several key factors to consider. First, and most importantly of all, is to find out whether a home-based grooming salon is permitted in your location. This depends on the specific municipality in which your home is located in. To find this information, you’ll need to locate the regulations that affect your property. To do this:

• Use your area’s Zoning Map to locate your house and what zone it is in.
• Find the corresponding zone in your area’s Ordinances (these are the local laws).
• Look for Permitted Uses, which should list what the property can be used for, what will require a conditional use permit, etc.
• Search the ordinances for the term Home Occupation, which describes home-based businesses, to see what restrictions are placed on them.

Much of this information is available online through the municipality’s website or by visiting their municipal building. The office you’ll want to look for is usually called “Land Use,” “Planning” and/or “Zoning.” Rarely are grooming businesses listed outright, so you’ll most likely need to chat with this office in order to determine if you’re able to operate in your home, if you need a specific permit or application, and what rules you have to abide by.

For example, my home-based business required a Use Variance, which was a separate application needing a survey and a hearing in front of a local board. There are also restrictions regarding the size and placement of any signage, the days and hours we can operate, how many clients I can have coming and going at the same time, etc. Most of the restrictions are to make sure that my neighbors’ “quiet enjoyment” of their property is not impeded.

Once you have determined you are able to operate in your home, you would then proceed with setting up a new business like usual—registering your business name, tax entity, business insurance and whether you need to collect sales tax. It’s crucial to research and comply with all relevant laws and regulations in your area to operate your salon legally and professionally.

A common concern for operating out of your home is clients intruding at all times of day since they know that you live there. However, this can be mitigated by establishing clear hours of operation, means of communication and, above all, boundaries with your clients. I personally do not advertise the fact that my business is out of my home on my website or social media. This helps to set expectations with my clients that we are a legitimate, professional business.

Part of onboarding a new client is providing information that includes how they can get in touch to make an appointment, where they can park, any relevant policies related to when pets need to be picked up, late arrivals and cancellations, and how long a typical appointment will take. Providing this information up front is good practice for all businesses, but a home-based salon particularly relies on clients respecting our property and time restrictions.

Space and setup in your home may also present some challenges when wanting to start an in-home business. Ideally a dedicated room or area with a separate entrance would be best. However, many convert a small bedroom, utility room or part of their basement. For some areas, a small shed or accessory building may be used.

The rise of home-based cat grooming salons is a trend that benefits cats, their owners and groomers, too. Without having a separate commercial location and its associated expenses, a home-based business can be much more profitable for the individual groomer. With a smaller, more self-contained business comes less stress during grooming, but also less stress for the groomer without having a large space, higher costs and employees to worry about. Will you be part of this cat grooming evolution?

I know judging a book by its cover (or in this instance, a business by its branding and website) is pretty lousy, but when it comes to marketing, visuals are everything. In a world full of endless options, branding and web design play a key role in connecting with us to earn our trust and business. While it may not be explicitly stated, don’t we all tend to remember, trust and respect businesses that exude a polished image?

I’m telling you this because I want you to see your branding and website as powerful tools that can elevate your business, attract the right clients, and improve your first impression as a pet professional and as a business owner. Our industry already faces an uphill battle trying to elevate the reputation of grooming as a legitimate and respectable profession. The last thing we need are factors that aren’t doing you any favors. So what’s an already busy pet groomer to do?

In the same way there are specific techniques to groom a dog well, there are techniques for crafting an eye-catching brand and website that will work wonders for your business. Let’s start with defining two key terms people often mix up…

In addition to your logo, your brand consists of:

1. A color palette
2. Fonts
3. A distinct “look” or “vibe”
4. A mood board and images that match the vibe
5. A brand “voice” or tone (professional, casual, etc.)

Your logo is like a collar. Your brand is the dog wearing it. Without a brand, a business is like a collar with no beloved dog to wear it. It’s missing the most important part!

The best way to understand this is with an example. Let’s say Holly has a mobile pet salon. Her business is named “Holly’s Pet Salon” and she describes her business’s personality as chic, glamorous, playful and stylish (with lots of pink). She is a Certified Pet Esthetician and wants clients to recognize the value of her all-inclusive membership packages that feature exceptional routine care with fabulous styles. She wants people to know that “their pooch will be treated like a star and walk out ready to strut down any runway with sass, class, and style.”

Notice how vivid the description is? This is how specific I want you to be when describing the vibe of your business, how you do things and how you want people to feel when they bring their beloved pets to you.

Of course Holly could just say her motto and call it a day, but what if she used branding to visually show it? Let’s look at Holly’s old logo and banner and see how rebranding makes her stand out so much more (Fig. 1). Imagine these were on her van at a busy stoplight. Which one would be more likely to catch your attention? I think we both can agree on the one on the right.

The beauty of having a brand is that your logo can then invite people into the full story of your business. Holly’s poodle and cute sparkles didn’t go away; rather they became a part of something much bigger and show up throughout the entire brand. If Holly did want to keep the poodle, she could turn it into a secondary logo that can be used as a cute sticker, a watermark/sub-mark or whatever else she comes up with (Fig. 2).

In the way you know how to bring out the best in a dog’s unique coat, great branding and web design can highlight the strengths of your business to create a professional and “pawsonality”-packed image. This is revolutionary when it comes to establishing your presence as a dedicated professional and business owner. So let’s get those creative wheels turning and see what fabulous first impressions you’ll make this year!

Vivi Diaz de Leon is a web designer and founder of Fido Designs, a branding and web design studio dedicated to helping pet professionals elevate their businesses. She and her team create one-of-a-kind brand kits and easy-to-customize website templates that make it fun and easy to get a professional look for your biz in no time. Vivi is continuously researching the latest trends in design and technology to help busy pet professionals keep up and thrive. You can read more of her helpful tips and shop at fidodesigns.com