Dtails Offers Next-Gen Grooming to Pet Parents and Pet Pros

Dtails, Rhode Island

OWNER: Karissa Surprenant; FOUNDED: 2017; locations: 2 brick-and-mortar stores, 2 grooming vans; AREA: 3,200 square feet Smithfield, 800 square feet Cumberland; EMPLOYEES: 15 full-time and 1 part-time; website: dtailsri.com; FACEBOOK: dtailsri; INSTAGRAM: dtailsri; TIKTOK: dtailsri; TOP BRANDS: A Pup Above, Adored Beast, Austin & Kat, Green Juju, Goldpaw, K9 Granola, Northwest Naturals, Open Farm, Primal, Smallbatch

Karissa Surprenant

IN 2007, A TEENAGE Karissa Surprenant took her dog PeeWee to the groomer. While there, she asked for a job. “My first role as a bather was invaluable,” Surprenant says, “and I thank my boss, Peter G., for igniting my passion for grooming.”

That entry-level experience led to a career in grooming and the opening of her first Dtails salon in Smithfield, RI, 10 years later. When PeeWee passed from heart failure in 2018, Surprenant says, “I began focusing on nutrition to prevent similar issues for my other pets, which initiated our journey into offering high-quality pet food.”

Further differentiating the business are its high-end aesthetics and services, plus a mission to elevate the craft of grooming while educating the next generation of professionals. With two brick-and-mortar locations — the second in Cumberland — plus two mobile grooming vans and an expanding digital presence, Dtails serves as a learning center and lifestyle brand for pet parents and groomers alike.

A Core Value

Surprenant makes education a priority in all aspects of her business, funding attendance at more than 10 industry trade shows this past year across grooming, nutrition, retail and marketing. She encourages staff to pursue certifications, network with industry leaders and bring new knowledge back to the team. Every staffer, from receptionists to managers, receives basic grooming training, is certified in Pet CPR and has completed the AKC S.A.F.E. Grooming Program.

This creates the versatility required in a successful salon. “As a groomer myself, I understand the challenges that arise, including instances when a groomer may need to call in sick,” Surprenant explains, emphasizing the importance of cross-training for a culture of reliability and teamwork. “We are all ready to step in, ensuring that operations continue smoothly without overwhelming any single person.”

Groomers also take special courses in skin and coat care, creative grooming, salon sanitation, Fear Free techniques, and handling of senior and brachycephalic breeds. One groomer is working toward becoming a Certified Feline Master Groomer.

Beyond grooming, Dtails further prioritizes pet nutrition and product education for the entire staff to enhance client outreach with trusted, personalized guidance. “This has elevated the quality of our in-store interactions,” Surprenant says, “allowing us to provide knowledgeable, personalized product recommendations.” She adds, “We are not just into grooming and making money. We’re in it for the nutrition and for the wellbeing of the pets.”

SWEET TREATS: The bakery offers up doggie donuts and cookies for after grooms and just because.

That focus and intention has had a positive impact on product sales, though. “Retail has been booming over the past eight months,” Surprenant reports. “We’ve seen a noticeable increase in sales across several key categories. Treats are up by 44%, food by 74%, and overall pet health product sales have skyrocketed by an impressive 704%.” This reflects the team’s genuine care and the resulting customer trust and appreciation.

Surprenant also invests in developing the next generation of pet groomers. “Over the past year, I introduced a grooming education initiative where our salon teamed up with local high schools to provide students with real-world experience in the grooming industry,” she explains. “We also partnered with a grooming college, allowing students to work with us to achieve their grooming certification.” Both opportunities are unpaid, with students instead earning the up to 150 hours required to become professionals.

Two participants so far have completed the program and joined the Dtails team. Surprenant adds that “Teaching has brought our staff joy and has positively impacted my employees and students. Witnessing their excitement as they learn the correct techniques and gain confidence in their grooming skills is truly fulfilling.”

The Salon Experience

While many grooming shops lean utilitarian, Dtails adopts the high-end hair salon approach. Both the retail and grooming areas feature Surprenant’s signature palette of black, white and grey with pink details. Crystal chandeliers and wallpaper with dog silhouettes complete the aesthetic. Separate grooming areas offer state-of-the-art equipment and a calm environment for pets receiving services, and sanitation is a top team priority. “Our commitment to cleanliness and organization does not go unnoticed,” Surprenant says. “Customers often remark on how fresh and inviting the space feels.”

Humanization extends to the services, which range from basic baths to a full groom. “Each appointment is one-on-one with the same stylist, and they last one to three hours depending on the breed, their coat and requested services.” Revenue from personalized add-on services continues to increase, with Smithfield up 39% year over year, mobile up 65% and Cumberland up 10%.

Dtails branding wraps its two Sprinter vans, which double as fully equipped grooming salons on wheels and “mobile billboards, spreading brand awareness across the state,” she adds.

WORK SPACE: Groomers and pets have a clean, comfortable setting for their appointments.

Online Engagement

In 2024, Dtails elevated its digital presence with a revamped website that streamlines daily operations while further expanding the brand’s reach. Now clients can book appointments, shop online, message the team and access event info — all in one place, thanks to a partnership with NextPaw.

Surprenant explains, “Our strong online presence doesn’t just help with sales, it gets our name out there and keeps us connected with our community. The more we engage, the more we grow.” January through May of 2025 has seen year-over-year increases in salon appointment bookings by 21% and mobile appointment bookings by 48%, with online-referred clients up by 25% for Smithfield, 28% for Cumberland and 12% for mobile.

Social media efforts contribute to those gains. The team manages Instagram and Facebook accounts @dtailsri and @dtailsri.groomteam. Surprenant also has personal accounts, including @thelittlerascalsandco. “Four of my six pets are adopted, and you can follow their journey and see their amazing health transformations. This exemplifies what good grooming and nutrition can do.”

The social media strategy includes educational videos, transformation reels, product spotlights and behind-the-scenes clips — all designed to inform, engage and convert followers into loyal clients. “When we promoted our recent craft event, the post received over 400 views and led to a great turnout,” Surprenant says. “We’ve been making a lot of reels and TikTok videos, and people are finding us online, reading about products we’ve brought in, and they’ll come in asking about what they’ve seen online or that friends have shown them.”

Up next for the Dtails team: moving the smaller Cumberland salon into a 3,000-square-foot space nearby. “This fresh, larger space will accommodate grooming and our new second store. Construction is underway. We couldn’t be more excited about this next chapter.”

Five Cool Things About Dtails

1. PETS IN NEED: Dtails team members regularly groom adoptable dogs and cats, plus the business takes part in Astro Loyalty’s Share the Love program, providing free products and services to pets adopted from a local shelter or agency, and celebrates its anniversary each year with a special adoption event.

2. IN THE MEDIA: Dtails has received accolades from Rhode Island Monthly, Rhode Island Community’s Choice and RI Voices of the Valley, plus appeared on Meet the Frasers on E! for adoption events and The Art of Pet Grooming on the local PBS station.

3. FAMOUS PETS: In addition to appearing in Dtails social media, Surprenant put her past and present pets on Dtails grooming vans. Potential customers see PeeWee, Darla, Spanky, Bucky, Tatiana, Tyrone and Tuna — not just family members, but clients, too.

4. LIFE-CHANGING TREATMENTS: The Smithfield location has a Hydro-Massage Ozone machine, offering therapeutic benefits for pets with arthritis, skin conditions, anxiety and more. Surprenant shares, “One remarkable story involves a paralyzed Pomeranian who, after just one ozone session, was able to stand for six seconds. With continued treatments, she’s regained more movement in her hind legs, offering her family hope.”

5. LIKE A BOSS: Surprenant has been a member of the Pet Boss Nation program since 2020. She has attended Pet Boss Camp, and Candace D’Agnolo interviewed Surprenant about her success for the Pet Boss Podcast. Surprenant says, “As part of the Pet Boss community, I stress the importance of communication and support among peers. This investment in our team’s development contributes to our success, enabling us to deliver exceptional service and expertise to our clients.”

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