Bella & Lindy Pet Boutique, Saratoga Springs, NY
OWNER: Jill Rodriguez; FOUNDED: 2014; locations: 1; AREA: 450 square feet; EMPLOYEES: 4 part-time; website: bellaandlindy.com; FACEBOOK: bellaandlindy; tiktok: bellaandlindy; INSTAGRAM: bellaandlindypetboutique; TOP BRANDS: Bosco & Roxy’s, Fluff & Tuff, Haute Diggity Dog, Lambwolf Collective, Preen Pets, The Worthy Dog Company, Tuesday’s Natural Dog Company
DYNAMIC DUO: Jill Rodriguez and Chachi draw shoppers in with a warm welcome.
THE SAYING “BIG THINGS come in small packages” perfectly applies to Bella & Lindy Pet Boutique in downtown Saratoga Springs, NY. Founded in 2014 by Jill Rodriguez, the 450-square-foot store sits inside a vibrant indoor marketplace. The small size and interior entry don’t impede its success in the slightest, thanks to an amazing customer experience and smart design.
“Every detail is intentional,” Rodriguez says, “making our boutique both functional and unforgettable.”
Pet-loving locals and tourists alike consider Bella & Lindy a destination store and more.
Welcoming Environment
Outside the marketplace, a branded A-frame sign with the message “YOUR DOG MISSES YOU. BUY THEM A TREAT” draws shoppers down the hall and into the pet boutique. There, a Bella & Lindy team member greets them. Rodriguez hires pet parents with unique skills and perspectives. The owner herself has a degree in Fashion Textile, Technology and Merchandising from Buffalo State University, and a certificate in Pet Product Design and Marketing from Fashion Institute of Technology. After graduation, she focused on buying, planning and inventory management in the corporate jewelry and home goods spaces.
“I was primed for the world of pet retail,” Rodriguez says.
About her four part-time staffers, she shares, “We have a professional photographer who collaborates on in-store photo shoots and creates stunning content for our website and social media. One team member is a trained veterinary technician, offering thoughtful product recommendations backed by expertise in animal wellness. We have a retiree with a long career in sales, whose warmth and exceptional customer service are true assets to our shop. And our fourth part-timer is skilled in social media management, knowledgeable in design and trends, and helps us stay on top of what’s current and grow our online presence.”
BOUTIQUE AT ITS BEST: Smart design and a bright, clean aesthetic make Bella & Lindy Pet Boutique unforgettable.
Rodriguez’s strategic hiring allows for the small team to drive strong sales of the boutique’s product mix, both in person and online. Shoppers can choose from a wide variety of dog treats, from bulk biscuits to doggie donuts; enrichment and trendy plush toys; fashionable collars, harnesses and leashes; and plenty of fun apparel for dogs as well as humans. Items for tourists and proud locals include The Real Dog Moms of New York sweatshirts for people as well as Saratoga shirts and cookies for pups. There are even a few treats and toys for cats.
During their in-store visits, customers can place an order at The Dog Bar, a custom-built, photo-friendly setup complete with cutouts for bowls below. Dog Beer Floats and Paw-Tinis are on the menu, as are Pupcorn and Paw-Tato Chips.
“Our Dog Bar is the heart of the space, turning shopping into an interactive experience where pups can enjoy treats and special dog drinks.” Rodriguez adds, “Don’t have your dog, no problem. We have a to-go menu with cans of dog beer or dog wine you can take home.”
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Mindful Use of Space
With warm wood floors and a brand palette of Tiffany Blue against black-and-white stripes, Bella & Lindy presents a bright, clean aesthetic. Rodriguez proves a boutique of its size can thrive through strategic floor planning.
“We’ve maximized vertical space with stylish shelving, kept pathways open for a seamless flow, and designed our layout to feel spacious and inviting despite our small footprint,” she says.
Regular customers know to check the seasonal table in the store’s center. It changes regularly and serves as a testing area for new items.
“We have to find new and exciting products that will continue to draw people in,” Rodriguez explains. “If a particular item proves popular, it may earn a more permanent spot on the shelves.” On the flip side, she adds, “You have to understand when to move on from products that just aren’t working.” An item can be a team favorite, but if it doesn’t sell won’t continue to take up valuable space. With this in mind, Bella & Lindy does not carry food, instead stocking higher-margin offerings.
Limited storage space remains a challenge, which means the boutique carries very little backstock. To manage this, Rodriguez focuses on building strong relationships with vendors who understand her business needs.
“We partner with vendors that offer low order minimums and fast shipping,” she explains, “so we can keep inventory fresh without needing to store large quantities.”
ON PARADE: Jill Rodriguez invites customers to join the Bella & Lindy team at community events.
Saratoga & Beyond
To balance busier summer and fall with months that see fewer visitors, Rodriguez markets to tourists and locals alike.
“We’re a proud member of Discover Saratoga, our local tourism board, and are listed as a pet-friendly destination on their site and materials,” she says. “We collaborate with local hotels, shops and restaurants, supplying them with free dog treats and coupons to pass along to their pet-loving customers.”
Rodriguez and her team promote the boutique’s e-commerce and loyalty program to all current and potential customers, whether they live in the city, are just visiting or neither. To appeal to that last group in particular, she recently expanded the boutique’s already robust social media presence to include live shopping on TikTok.
“It’s a way to tap into the live-selling boom, while offering a new way for customers to shop in real-time,” Rodriguez says, adding that, “It’s also helping to bridge the gap between digital engagement and in-store experience and to convert views into sales. While digital isn’t our largest revenue stream yet, it’s a vital part of our brand strategy.”
As are the engaging events Bella & Lindy takes part in and hosts, which further enhance the boutique’s standout customer experience.
“One of our favorites is the Saratoga Chowderfest, where we serve up our very own dog chowder, a tasty treat for pups that ties into the popular event. We also invite customers to join us in community parades, proudly showing off their pups and celebrating our city’s pet-friendly spirit,” Rodriguez says.
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Bella & Lindy’s 10th Anniversary Celebration with an astrological theme (see 5 More Cool Things below) and Instant Pet Portraits happen at the boutique and put a unique twist on these types of events.
“Customers could have their pets painted on sweatshirts right in store by a talented local artist,” Rodriguez explains. “It was a fantastic way for customers to walk away with a one-of-a-kind piece of art that celebrated their pets, while also supporting local talent.”
These marketing efforts work, with local customers contributing to Bella & Lindy’s 10-plus successful years in business — revenue is up 80% since 2020 — and many out-of-towners returning year after year, often walking in with a cheerful “We’re back!”
Marketing will fuel future growth, Rodriguez says.
“After seeing how impactful dedicated marketing/social media can be, I’m building out a team that keeps that momentum going year-round. Long term, we’re exploring ways to grow Bella & Lindy beyond our walls, whether that’s through curated online offerings, brand collaborations, more live shopping or creative community events.”
Five Cool Things About Bella & Lindy Pet Boutique
1. STORE PUP: The boutique takes its name from Rodriguez’s previous rescue dogs, with Chachi now serving as store pup. The friendly and outgoing dog plays an integral role in making the boutique feel like home, Rodriguez says. “She’s become not just a mascot, but a symbol of our boutique’s commitment to making pets — and their people — feel special every time they walk through our doors.” Her fans near and far can tune in on Monday mornings for “Live With Chachi” on the store’s social media.
2. WHAT’S YOUR SIGN: Bella & Lindy’s 10-year Anniversary Celebration in 2024, “A Decade of Furry Fortunes,” featured an astrological theme. Rodriguez recalls, “People loved learning about their pet’s astrological signs and what the future might hold for them! Each sign had its own special treats based on their astrological traits, so dogs could sample food selected to match their ‘personality’ and energy. It added an extra layer of excitement, giving customers a fun and interactive way to engage with our products.”
3. HIT VIDEO: A demo video of the Poopsy Daisy poop bag holder has earned 110k-plus views on TikTok. “That moment was a fun example of how we can tap into current trends while still staying true to our brand,” Rodriguez says. “And we got a noticeable boost — both in-store traffic and online sales — for that product.”
4. DIGITAL TOOLBOX: Rodriguez embraces technology to keep her small team connected and organized: Monday.com for task management and special projects, Square Team App and Team Messenger to communicate day-to-day schedules and store updates, and Slack for marketing and campaign planning.
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5. FUTURE PET PROS: Bella & Lindy recently welcomed in a group of preschoolers to learn more about taking care of pets and running a small business. The kids got to practice ringing up sales, help restock dog treats, and of course, love on Chachi. They surely went home and talked about the very cool pet boutique they visited that day. Adding to the community involvement and organic marketing was an adorable Instagram video from the school.
PHOTO GALLERY (16 IMAGES)
JUDGES’ COMMENTS
- You’ve created a chic and happy boutique that in photos looks significantly larger. I love that you haven’t crammed every available space with product, instead sticking to your boutique roots and allowing customers space to shop comfortably. There is not a lot you can do with the outside of a shared building, so smart move adding easel signs outside. The events you run are fun. It’s hard to believe you pulled off an event like your astrological party, complete with a DJ, in such a small space. The operational attention to detail is something I would expect to see in a multi-store chain or big-box store. Great job on in-store merchandising and marketing. You told your story very well — your success in such a small space did not go unnoticed!” — Georganne Bender, Kizer & Bender Speaking!
- It is so apparent that a lot of thought went into this business. Store design, choice of pet products, in-store signage, it all works so well. Love your use of technology for staff and customers. Social media has a fresh look to it, and your use of it to introduce new pet products and store events is great. — Shelly Armstrong, World Pet Association
- Bella & Lindy is what luxury pet retail should look like: elevated, cohesive and personal. The store’s TikTok content drives reach with high-view videos, and its Instagram highlights everything from polished product features to professional in-store photos to educational reels. The e-commerce site is well-designed and modern, with thoughtful touches like a private shopping option for reactive dogs and in-brand human accessories. Jill doesn’t just sell pet goods, she sells a lifestyle that feels in tune with her vibe, brand, location and community. — Matt Aldrich, Pet Engine Marketing
- “Such a beautiful store. Your attention to detail in your displays and design are evident throughout your entry. Doggie tarot card readings — amazing! Your little Dog Bar is a unique touch on a common offering that makes it so very ‘you-nique.’ Branding for the bar is top notch and matches your overall brand and interior nicely.” — Alison Schwartz, All Pets Considered
