Photos by Darla Jones
The couple opened Snazzy Dog Pet Spa during COVID, declaring that dogs still needed grooming despite the challenging times. With Becca as the bather and Britt grooming, they took safety precautions and only saw four to five dogs a day. Britt says having fewer dogs in the salon made it feel calmer than in her previous grooming environments, so she decided to carry the calm environment over when they bought their building.
Snazzy Dog Pet Spa started in a strip mall, but the location lacked the vibe the Wingards wanted. Besides, it was small, and they quickly outgrew it. With the need for more space to accommodate their growing clientele, they bought a 3,400 sq. ft. building in a quiet, historic neighborhood at the end of 2022. It provided the space for a 2,400 sq. ft. pet grooming salon downstairs and cozy living quarters upstairs.
Britt and Becca are also Fear Free Certified, which contributes to the calm environment. “I’m proud we took the time to learn about this and get certified,” Britt adds. “I take a lot of pride in the dogs’ relaxation. We don’t get mad at them and yank them around.”
Another factor of the relaxing environment is Becca’s Reiki training. “Reiki is an ancient Japanese technique for relaxation and stress reduction, done with the hands of the practitioner, which promotes the body’s natural ability to heal itself,” Britt explains. “If a dog comes in that’s stressed or anxious, Becca works with them to help balance their energy and ensure a much better spa experience.
At the beginning of 2024, they raised their prices and implemented a membership model, which was quite a gamble, but has proved to be very successful overall. Pet parents apply for a membership, and if approved, they agree to a monthly prepaid groom. The dogs get on a schedule, the clients provide a credit card for auto-pay, and Britt and Becca maintain a stable schedule and cash flow. Prepaid grooms also make for fewer no-shows, which keeps schedules consistent.
“Oh, we lost a lot of customers when we switched to this model,” Britt says. “One lady’s face turned into a tomato, and she threw her reservation card at me. But the ones who stayed love it. They appreciate knowing their dog is always clean and groomed, and they don’t have to remember to make an appointment. Their appointments are pre-scheduled for the entire year.”
In addition to the monthly groom, canine members also get an additional bath each month. This means many dogs are on a bi-monthly schedule for their spa visit. “The dogs stay in better condition; it’s better for their skin and hair, and they get in and out quicker. They’re also better behaved,” Britt says.
– Britt Wingard
Like many groomers, Britt started at PetSmart as a bather. They sent her to grooming school in 2014, and then she left PetSmart to work for a private groomer for a few years until opening Snazzy Dog Pet Spa in 2020. In her previous experiences, she observed a quantity-over-quality approach.
“Groomers start out loving what they do and end up hating it because they’re rushed,” Britt says. “I’ve seen so many bad ways of doing things. I wanted to be better. I always believed in ‘Be the change you want to see.’ I don’t believe in competition. There are plenty of dogs to go around.”
In addition, not taking every dog possible creates a more relaxed lifestyle, translating into a more relaxed grooming environment. “We cater to the people who look at their pets like children and care about their health and happiness,” explains Britt. “We want them to feel comfortable about leaving their dogs here. We want to be a safe space for the dogs and people. Everyone remarks on how calming and clean it is. It always smells good.”
Britt recommends groomers who want to open a salon do their research: “Don’t go into it blindly. You need to know how to put money back into your business so it grows. But it’s very rewarding. Establish boundaries, and don’t let the business run you. Too many groomers assume they have to take on every dog or person, but they don’t. Not everyone will be a good fit for you, and that’s okay; know when to say no. I want everyone to be successful and love what they do as much as I do,” Britt concludes.