MEET THE JUDGES

Get to know the pet pros who picked the 2025 winners.

Here at PETS+, we get to know and love our readers. PETS+ wouldn’t exist without you, after all. Pet retailers and service providers contribute to the magazine and website through our Brain Squad. They make our Sample Box program hugely successful. And we can always count on our readers — brand partners included — to talk us up in the industry. All of this has helped PETS+ grow and excel since launching in 2017.

All of this to say, we are biased when it comes to our readers. We know many of the businesses that enter America’s Coolest well. To balance this, we invite four respected members of the pet industry to join us in judging. Judges individually score entries in the areas of Exterior, Interior, Online Presence, Marketing, Individuality and Story. Then the judging system combines scores and ranks the entries. When a judge has a personal or professional relationship with an entrant, they recuse themself from judging that entry or we determine if their score affected ranking and adjust as needed.

Now, let’s meet the 2025 America’s Coolest judges!

MATT ALDRICH

PET ENGINE MARKETING
Aldrich is the pet-loving, problem-solving creative brain behind Pet Engine Marketing, a results-driven digital marketing agency dedicated to helping pet businesses achieve consistent and measurable growth. With a passion for solving problems and elevating brands, he brings a wealth of expertise from his experience working in and on independent pet retail and leading digital marketing campaigns. Aldrich is also a co-founder of the Pet Industry Network, a PETS+ columnist, and an active member of American Pet Professionals. His deep understanding of the pet industry and marketing landscape positions him as a trusted partner for pet businesses looking to thrive.

SHELLY ARMSTRONG

WORLD PET ASSOCIATION
With 30-plus years in the pet industry, Shelly Armstrong has built a career defined by passion, community engagement, and a deep understanding of pet retail. Most notably, she spent 12 fulfilling years as Client Engagement Manager with the World Pet Association (WPA). Armstrong worked closely with independent pet retailers, supporting their participation in WPA events — most prominently SUPERZOO, North America’s largest B2B pet product marketplace. Throughout her tenure, Armstrong played a pivotal role in fostering strong relationships across all sectors, from retail to manufacturing and distribution. Her collaborative approach and dedication to industry growth made her a trusted partner to businesses seeking to thrive in a competitive market. Armstrong has since embarked on an exciting new chapter as an innkeeper in beautiful Sedona, AZ, where she and her family run a charming, pet-friendly boutique hotel.

GEORGANNE BENDER

KIZER & BENDER SPEAKING
Georganne Bender is a nationally recognized speaker, author and consultant. Her career began on the retail front lines and propelled her into senior leadership, giving her a rare blend of hands-on experience and executive insight. Since 1990, she has advised thousands of organizations across retail, healthcare, hospitality and other service sectors, consistently delivering measurable results and sustainable growth. A recognized authority in consumer behavior and the in-store experience, Bender is best known for transforming retail environments to achieve double-digit sales increases. Her impact has earned her accolades as a go-to thought leader across multiple industry platforms.

MELISSA L. KAUFFMAN

PETS+
Kauffman writes our regular America’s Coolest profiles. A veteran pet industry journalist, she has covered pets, their people and the industry for 30-plus years. There’s almost no type of service Kauffman’s pets haven’t tried or products she hasn’t tested while working for various magazines for pets, from dog, cat, bird, fish and reptile to small animals. Half of her paycheck goes to pet stores and vets! When not working, she, her husband, three dogs and two parrots travel the U.S. in their RV.

PAMELA MITCHELL

PETS+
As PETS+ editor-in-chief, Mitchell spends her workdays deeply entrenched in the world of independent pet businesses. She tells their stories with the help of writers and contributors, the latter including retailers and service providers in the PETS+ Brain Squad. Mitchell works from her home office in Phoenix, AZ, with Ty the Boston Terrier as her assistant.

ALISON SCHWARTZ

ALL PETS CONSIDERED
Alison Schwartz owns All Pets Considered, a premier natural and holistic pet store in Greensboro, NC, and a 2024 America’s Coolest winner. Her journey in the pet industry began in 2001 through her work in Dachshund rescue. This passion led Schwartz to All Pets Considered, initially as a customer and soon after as an employee. In 2012, she became store manager at the Battleground Avenue location, playing a pivotal role in the store’s rebranding and expansion efforts to its second location in 2018. Her commitment and vision culminated in July 2024 when Schwartz assumed full ownership of both locations, ensuring that All Pets Considered remained a locally owned and family-oriented business. Under her leadership, the business has flourished, expanding its community outreach and services.