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Retro Experience

Bow Wow Beauty Shoppe's customers come for the service and stay for the ambiance.




Bow Wow Beauty Shoppe, San Diego, CA

AREA: 1,600 square feet ; EMPLOYEES: 1 full-time,3 part-time ; FACEBOOK: /bowwowbeautyshoppe ; INSTAGRAM: /dogbakerybowwowbeautyshoppe

LEEL MICHELLE BELIEVES in creating an experience for her customers.

“A business shouldn’t just be a place to buy things,” she says. “All of the stores I treasure also have an amazing ambiance.”

That philosophy — developed over years working in the fashion retail and amusement park industries — informs Michelle’s Bow Wow Beauty Shoppe in San Diego, CA. As does her love of all things retro. They combine to win the 2018 PETS+ America’s Coolest Store title.

Fabulous ’50s

Michelle was born in 1975, but as a child she obsessed over an earlier decade. The theme of her 13th birthday party? The 1950s. Favorite gift that day? A Chubby Checker record.

“The music, colors and glamour were so beautiful, happy and interesting to me.”

Michelle carried that passion into adulthood. She used it — along with art and fashion studies in Italy and New York — to design her pet store, both in its original location in 2006 and where it exists today as of January.

Neutral walls and floors allow mint and pink paint to pop, whether on furniture repurposed as fixtures or on ’50s fridges that keep gourmet cakes fresh. She likes merchandising to surprise. Vintage suitcases elevate dog beds. Tiered cupcake stands hold tennis balls. Hair dryer chairs anchor displays that include another interest: pinup models.

“I’m most interested in pinup artwork from artists who put beautiful girls in a silly situation, and preferably with an animal! It makes it more fun and keeps one from taking life too seriously.”

All Bow Wow Beauty Shoppe employees don Retro Stylist Wear, the award-winning grooming apparel line Michelle launched in 2015.

“It goes with the store’s theme and keeps us looking professional and uniformed.”

Add to all this ’50s music and a friendly staff, and the ambiance she works so hard to create attracts a customer base heavy with regulars.

“Doing something special cements loyalty and makes it hard to go somewhere else.”



High-Profile Groomers

Thanks to Retro Stylist Wear’s success and 11 years as an in-demand groomer, Michelle has a stellar reputation with peers and clients alike. Her name attracts business and contributes to the overall experience. That proved a challenge when a growth opportunity presented itself before the recent move, one that wouldn’t leave much time for salon management.

Fortunately, her award-winning head groomer wanted to buy the department.

“Gabriel Feitosa is a rising star in the grooming industry, invited to judge competitions all over the world,” Michelle says. “It worked out really well for both of us.”

Now called Gabriel Feitosa Grooming Salon at Bow Wow Beauty Shoppe, it continues her tradition of high-profile groomers providing pet and show cuts in a salon setting.

Gourmet Bakery

The previously mentioned opportunity involves the gourmet cakes that make this store a top destination for dog birthday supplies. Michelle has always created her own recipes — with veterinary guidance — and icing designs, but she outsourced baking. When her longtime baker decided to retire last year, she needed a new plan. After all, bakery items account for 60 percent of retail sales.

“I couldn’t find anyone that had the look. Or they did, but didn’t want wholesale volume. I said, ‘I guess we’re going to have to do this ourselves.’”

And they have. A new baker filled in while Michelle built a bakery at Bow Wow Beauty Shoppe. It opened in May with an explosion of color and taste. Pink and mint carry through to the counter, and are joined by blues and reds and yellows behind in a mural that resembles the icing drips on her cakes.

Additional offerings are in the works for both retail and wholesale, as are on-site doggie birthday parties and Very Important Pup service at ’50s chrome tables and chairs.

“I don’t want it to be your average dog bakery,” she says. “I want it to be a fun and memorable experience for people and their pets.”

It certainly will be with Michelle involved.




Five Cool Things About Bow Wow Beauty Shoppe

1. POST-GRAD: Most groomers graduate from school, and then work for a salon. Not Michelle, her next step was to open Bow Wow Beauty Shoppe. She says her lack of salon experience allowed her to thrive while her corporate background kept her grounded.
2. STORE DOG: Mumsie the Standard Poodle holds court at the store, serving as greeter — or security if someone commits a fashion crime, as she’s a very stylish girl. Mumsie, of course, gets coiffed by Gabriel Feitosa.
3. DO CALL THEM: Fans of Bow Wow Beauty Shoppe who also want to work there shouldn’t wait for a want ad. Michelle says the best employees have sought her out. She even includes a “Why would you like to work for Bow Wow Beauty Shoppe?” link on the store website.
4. JUST BROWSING … AND HAUNTING: Michelle moved her business into the 1912 building amid rumors of ghostly sightings. She hasn’t had any experiences, but a plumber she told of the paranormal sightings has yet to return.
5. MERCHANDISING 101: Michelle runs a popular Facebook group for pet business owners. In it, she shares standout merchandising examples from her store as well as advice. Search for “Pet Boutiques” under groups.

ONLINE EXTRA: Q&A with Leel Michelle

One book:
The Autobiography of a Tibetan Monk by Palden Gyatso. This book has taught me to stay humble and grateful.

One gadget:

Best advice ever received:
“If you’re going to do something, do it right the first time!” — Lana Preston (My older — by 20 years — sister!)

What’s the toughest thing you’ve ever had to do professionally?
Repeatedly discipline an employee I really liked.

If your store were on fire, what’s the one thing you’d save?
My Standard Poodle Mumsie!

Advertising campaign I wish I’d thought of:
Yelp but better. Where we could equally review the client!


If money were no object, I’d do _________ to my store.
Order a fantastically expensive neon store sign at least 6 feet high!

Favorite film:

Best vacation ever:
Living in Italy for two years!

Favorite job at work that doesn’t involve customers:
Retail merchandising! Feeds my nagging mistress: creativity!

My hero is …
Myself. I was born into foster care, emancipated myself at 16, graduated high school a year early, lost my previous store mascot, Frida two years ago, followed by the death of my very close twin brother three months later, and I still have an optimistic outlook on life!

Favorite store that’s not my own:
Pet Store: They set the bar high!


Pamela Mitchell is the senior editor at PETS+. She works from her home office in Houston, TX, with Spot the senior Boston Terrier as her assistant.



PETS+ Wellness Summit

Fuel Your Wellness Business at the PETS+ Wellness Summit

This October, PETS+ is hosting its first-ever education and buying summit, with a laser focus on one of the most exciting, fastest-growing areas of the pet business — wellness. The PETS+ Wellness Summit will be held Oct. 1-2 in Rosemont, IL, just outside Chicago and minutes away from O'Hare International Airport. Watch the video to see how you'll boost your wellness business at the event.

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America's Coolest

Splitting the Ps: How One Couple Shares the Load to Create a Cool Store

How Deborah and Mark Vitt use their corporate experiences to rock their micro economy.




Mutts and Co., Dublin, OH

OWNERS: Mark and Deborah Vitt; ; FOUNDED: 2007; OPENED FEATURE STORE: 2007; EMPLOYEES: 6 full-time, 7 part-time ; AREA: 5,000 square feet; FACEBOOK:; INSTAGRAM:

Mark and Deborah Vitt have hit upon the magic sauce of management by splitting duties based on their skills and interests.

DEBORAH AND MARK VITT OPENED Mutts & Co. in Dublin, OH, as an 1,800-square-foot-store, half services, half retail. Right away, they realized the footprint was off.

“We were cramped in there with just enough room for a few products, some cookies and a few treats,” says Mark. “It was like going to the dentist’s office, where you can buy a couple of toothbrushes.”

They didn’t want to be like the dentist’s office, so they took over the space next door, expanded to nearly 5,000 square feet and doubled the grooming area. Many remodels later, they’ve got a ratio that works. “There are only so many dogs you can groom or bathe in a day,” Mark says, “but every dog has to eat.”

The Science of Shopping

The Vitts brought complementary marketing and retail skills to their first pet store, and as a team they’ve learned how to draw in traffic, stock the right products and staff a good team — all by splitting up the Ps. Deborah fields purchasing, product assortment, procurement and pricing, and Mark handles personnel, new store placement and promotion.


Deborah’s executive training and keen insight about what makes people buy is what sets this store apart. “She’s parlayed that into owning a business that takes advantage of her retail knowledge and keen sense of merchandising,” Mark says. The store’s floor plan keeps customers crossing paths with bones, treats and toys on the trek for the items they came in for. It’s not a forced journey, but a thoughtful layout.

“We’re trying to make it so people see the full breadth of the products that are available,” he says. “It gives us an opportunity to talk about them, cross-sell and up-sell. ”

A Design to Match the Mission

Head to tail, this store has an old barn feel. Antique barn wood covers the walls and cash wraps, and wooden bins hold the bulk items. Chalkboard headers, held in handmade wooden frames, identify each product section. Out front, original artwork promotes the day’s sales.

“It’s become something of a badge of honor to be one of our elite chalkboard graphic artists,” Mark says. All these human touches give the store a natural appearance, which aligns with natural products and a homemade line of specialty items by

The Pet Foundry: candles and clothing that support the area’s foster and adoption community.


This store is known as the go-to place for natural pet nutrition, and they take their product selection seriously. Mutts & Co. recently stepped away from a few larger pet food brands that went into big-box stores, mostly through mergers and acquisitions.

“We knew the quality of the product was going to degrade so we went out and found alternatives, knowing that we’ll have to convince customers to trust this lesser-known brand,” he says. “When you can start to find it in Kroger or Target or other big-box stores — not even pet retail stores — that’s not special anymore.”

Standout Staff

The Vitts ask a lot of commitment from their staff, a mix of full- and part-time workers. They train almost exclusively in-store, and in addition to manufacturer training, they do bimonthly training sessions to focus on particular products, general industry trends, categories, and best practices when talking about nutrition.

That’s why they focus on getting the right people, getting them the right training and offering the right products to address all of these potential concerns.

“People come to us because they know we’re there for their pets’ well-being and not just the sale,” Mark says. “We have to give folks a reason to come to us and that’s why we focus on health and wellness for the pets, and that starts with having good products and good people.”


Ultimately, you’re talking to a pet parent whose dog or cat is part of their family and you’re making a health recommendation for the wellbeing of one of their family members, he says. “We take that very seriously.”

Their staff members are prepared to point customers in the right direction on whatever health concerns come in. “That can be the toughest but most rewarding part, customers who come back and say, ‘My dog had a terrible condition and your recommendations have really helped turn it around.’ But that takes a lot of time and training.”



Five Cool Things About Mutts and Co.

1. Adopt Don’t Shop: Mutts & Co. just sponsored its fourth adoption event called Fetch A Friend, where hundreds of animals are befriended at the Columbus Fairgrounds Expo Center in a one-day adoption extravaganza. Deborah Vitt coordinates the event through a local advocacy group.

2. Efficient Grooming: Baths and trims are modeled after hair salons for people, with a centralized booker who keeps the door rotating. Dogs are in and out quickly, no kennels necessary. “We felt it would be a better approach to reduce the stress if we keep them there for the minimum amount of time,” Mark Vitt says.

3. It’s Always Social Hour: Instead of hiring a trainer in-house, they bring in professional trainers for in-store pet training, and invite cats and dogs to come into the store to hang out.

4. Cats and Dogs Exclusively: Two years ago, they eliminated fish, small animal and birds because the market just wasn’t there. “There’s just a smaller pool of customers, and it was harder for us to stay on top of those trends when it was such a small portion of our business,” Mark says. “We felt like it was almost doing a disservice by letting small animals just kind of exist, so we cut it out.”

5. Generous Delivery Options: Customers can order curbside pickup or home delivery. “Online sales are going to be the most critical part of business going forward, because it is becoming just a staple in the pet shoppers’ mentality,” Mark says. “We knew we had to have it, so we created that channel for customers to shop with us in that convenient way.”

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America's Coolest

America’s Coolest Pet Stores 2019 Winners Announced!



We’re reporting live from PETS+ HQ to bring you results from the 2019 America’s Coolest Stores Contest. It was a tight race this year, with some of the most impressive campaigns we’ve seen yet. We wish every business could win!

To narrow the field to first, second and third place, plus nine honorable mentions, a team of editorial staff and independent pet industry judges evaluated the entries, which included mini-essays on a variety of topics, photography and media.

The top three winners impressed judges with their ability to transform a traditional pet business model into something truly special in their communities.

Let’s get to it!

First place — Bar K in Kansas City, MO. Dogs and humans alike love going to this activity-packed dog park and restaurant that spans 2 acres on the Missouri River’s south bank.

Second place — Wag Central in Stratford, CT. This doggie day care and boarding facility also invites pet parents to join in on the fun, with an indoor dog park, training classes and cafe.

Third place — Barker’s Lane in Davie, FL. Not only do dogs get the spa experience at this upscale grooming salon, every square foot of space serves as a stylish backdrop for Insta-worthy pet portraits.

We hope their stories — as well as the nine Honorable Mentions appearing in upcoming issues — will inspire you to break with tradition yourself. What better way to compete with big-box stores and the internet than to offer what they can’t in new and exciting ways. Bonus: If you do, we just might be reporting about you on these pages next year!

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America's Coolest

A Salon So Upscale, It Attracts People Without Dogs




3RD Place: BARKER’S LANE | Davie, Fl

Strike a Pose


A salon so upscale, it attracts people without dogs.

OWNER: Juliana Reese | WEBSITE: | OPENED FEATURED LOCATION : 2007 | AREA: 1,173 square feet | EMPLOYEES: 2 | FACEBOOK: barkerslane | INSTAGRAM: barkerslane

IT’S THE ULTIMATE before and after story. In 2006, Julianna Reese was reconsidering her career path as a special education teacher. She looked to her rescue dog, Zeta, for guidance and inspiration.

“I thought, ‘I would love to be with her all day, every day. That would be so cool,’“ Reese recalls.

She began searching for pet businesses for sale in South Florida and found a grooming salon in Davie.

“I went and looked at it. The location was bad. It was dirty, just gross. Also, I knew nothing about grooming or running a salon.”

She saw the potential, though, within those walls and herself.

“Everything in my gut told me to go for it.”

Reese bought the business in 2007 and has since transformed it into the glamorous and profitable pet spa Barker’s Lane.

Pups awaiting pickup can relax in a private suite at Barker’s Lane. They also are available for overnight boarding for existing grooming clients.

Changes, Slowly Then Quickly

After taking over, Reese immersed herself in all aspects of the salon.

“The first two years, I had a perpetual headache from all of the learning,” she says.

Reese trained with her staff and enrolled in online courses. As her knowledge and confidence grew, she began making changes.

“Grooming was matter of fact when I got here. Dogs got a bath, blow-dry, haircut, their nails clipped, anal glands expressed and ears cleaned.” The former owner “used chicken coops as cages.”

Now clients can choose from an extensive menu of services for their pets. Blueberry facials and hand-drying come standard with every level of groom. Among the many add-ons are exfoliating mud baths, pawdicures, and hair coloring and feathering. She also offers hot towel treatments for senior dogs.

“We take the towel and put it over areas where they have arthritis.”

Classical music and aromatherapy fill the air at Barker’s Lane, helping to lessen any stress pets might feel. Zephyrhills spring water fills the bowls. Depending on their size and temperament, dogs can relax in a kennel or private suite while they await their appointment or pickup. Some even chill on one of the vintage settees that contribute to the salon’s glamorous decor.

“Every time I saved a little money, I would put it into the business. I would paint a wall or add a piece of furniture. Eventually I was able to make it completely my own.”

That happened with a remodel in 2016. The result: a setting that could easily be mistaken for an upscale home, one worthy of a feature in an interior design magazine.

“This is my place,” Reese explains. “I come here every day, and I want to be surrounded by beauty.” She adds, “The pet industry has changed. People see their dogs as children now and like to take them to places where they are comfortable and surrounded by pretty things.”


Contributing to the aesthetic are features not commonly seen in a pet business. In the bathing area, marble tile surrounds two sleek white tubs, with an elegant chandelier hanging in between. Leopard-print wallpaper covers the grooming room walls, and gilded vanities provide storage. Porcelain tile floors that resemble wooden planks run throughout the salon. Orchid plants and small decor items complete the look.

In the lobby, faux boxwood frames a large bookcase that holds dog books, figurines and home accessories. Business licenses and other information display as if they are treasured mementos. A teal vintage settee sits in front, atop a patterned area rug.

The fireplace with a menu of services framed above anchors another wall, with an adjacent gallery wall looking straight out of Pinterest. Fresh flowers add additional pops of color, as do the rich pink shelves that hold a small selection of grooming products and treats.

Building the Brand

The interior design serves an additional purpose for Reese.

“Every wall is set up for pet photos that can be used for advertising and social media, and also sent as personal photos to clients,” she says.

A closer look at the mirror above the lobby’s pink settee reveals #strikeapose and the Barker Lane Facebook and Instagram handles.

“People are obsessed. We even have some who come in without a dog to take pictures.”

Reese also holds special client events such as wine tastings and tours, plus casting auditions for their dogs with a local talent agency.


“It really makes for a fun, interactive and trust-invoking relationship. The ability to make both pet and pet parent comfortable opens up so many doors to solid friendships, referrals, true loyalty and overall good vibes.”

She looks back on the past 12 years, the previous two in particular, with pride.

“The remodel was the best thing I have ever done. Our business has skyrocketed. We currently have an estimated 320 percentage growth for 2019.

“I never stopped believing in this journey of mine. My journey became a passion, it became an experience of personal growth, and a true commitment.”

And an amazing pet business.

Judges’ Comments

Beth Miller: The exterior aligns with their merchandising style and gives a sneak peek to passersby.

Jane Harrell: Their use of classy, feminine decor, combined with a glam/Hollywood aesthetic makes them instantly recognizable and alluring without having to stick their logo on everything.

Beke Lubeach: I love the consistency of high-end design with high-end services.

Leel Michelle: I love the clean and glamorous look of this store! There are so many individual, creative, unique and beautiful touches!

Kristen Levine: Spectacular design inside and out. Branding is fantastic and their passion for dogs shows in the environment they’ve created to care for them.



5 Cool Things About Barker’s Lane

1 STOREFRONT APPEAL. The location — inside a shopping center, not visible from the road — leaves a lot to be desired. Reese more than makes up for it with window decals. Brown “curtains” with pink trim frame the salon logo and view into her lobby. Furniture for people and pets, plus a cocktail cart, move into the breezeway for special events.

2 SUPER WOMAN. Two years ago, Reese decided to be the sole groomer at Barker’s Lane. Her staff consists of two assistants who bathe, dry and otherwise handle dogs, but she does the 10 to 15 cuts scheduled per day.

3 TEXT ME. Reese moved from a landline to a salon cell phone. Clients message her appointment requests, photos of desired cuts and cute notes about their pets. “It works so much better. I can keep it as a log and go back at the end of the day to fill in my book, and it creates a family-type atmosphere.”

4 WAIT, WHAT? On the menu of services is a “Doggy Brazilian.” You guessed it, the private parts get trimmed.

5 VERY IMPORTANT PUPS. Only grooming clients can board overnight in one of the glamorous private suites at Barker’s Lane. “This allows us to keep it fun and exclusive to our clients,” Reese says. “It’s more of a V.I.P. feel.”

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