Pet Parents Are All Aboard for The Nautical Dog

The Nautical Dog, Williamsburg, VA

OWNER: Amanda Wilbourne | FOUNDED: 2006 | LOCATIONS: 1 | EMPLOYEES: 4 full-time and 10 part-time | AREA: 4,800 square feet | WEBSITE: nauticaldogwilliamsburg.com | FACEBOOK and INSTAGRAM: nauticaldogwilliamsburg and schwartzyscatcove | TIKTOK: nauticaldog and schhwartzys_cat_cove | TOP BRANDS: OC Raw Dog, Green Juju, Earth Animal, Fluff & Tuff, Open Farm, Fromm Family Pet Food, Annamaet, VēRUS, Bixbi Pet, smallbatch, Kong, Bark Bistro Company, Honey I’m Home, Savage Cat Food, Whiskers N’ Paws, Up Country, RC Pets, Goldpaw, Wild Meadow Farms, CBD Dog Health, Adored Beast Apothecary, Dr. Marty Pets, Ultra Oil for Pets

Amanda Wilbourne leads her team of 14 at The Nautical Dog.

WHILE WORKING AS an assistant manager in retail right out of high school, Amanda Wilbourne had an epiphany: “I can do this, do it better, and do it with the dog I love.” She founded The Nautical Dog at age 20 and continues to captain the ship, whether by expanding its focus, directing the brand, or connecting with customers.

The original store opened in 2006 as a small gift and accessories shop for pets in West Point, VA. Wilbourne worked there six days a week with her beloved Corgi. When Roxy developed a food allergy, the new store owner began researching pet nutrition. “The more I discovered, the more I had to share, then sell,” she says of the high-quality products now at the core of her business. “It’s my mission to help other pet parents feed their dogs and cats the best food and supplements that work the best for them.”

In 2008, The Nautical Dog pulled up anchor and set sail toward the holistic pet store it is today in Williamsburg.

Schwartzy’s Cat Cove, top right and bottom, anchors the store’s cat section, top left.

Shipshape Store

The Nautical Dog’s 4,800 square feet cover three commercial spaces combined into one. The many storefronts allow customers to get the lay of the land before entering. Wilbourne explains, “They will see the very cool dog and cat seasonal vistas, which a local artist paints, on the main windows. Other front windows have fun portraits of my own pets awash in bubbles to promote the self-serve dog wash.” She adds about the store’s adoption area, Schwartzy’s Cat Cove, “The front windows are mostly open so that people can see the cats snoozing in the hammocks.”

Inside, product category sections keep the merchandise well organized and moving. Frozen products bring in 24% of sales, followed by treats (13%), then chews and bones (9.6%). The Nautical Dog sold close to 45,000 chews last year with its “Buy 5, Get 1 Free” offer. Dog toys contribute 6.8% to overall sales and cat toys another 2.2%. Cat products sit outside the separate Cat Cove. The adjacency helped sell more than 7,000 cat toys in 2024.

An 8-foot-long circular display in front of the checkout counter hosts seasonal displays. Wilbourne created a winter Yeti Crossing — complete with “Wanted” posters for the creature and his friend Big Foot — to promote the popular Tall Tails toys last year. And her Barklor Swift: The Treat Tour setup celebrated Valentine’s Day amid the singer’s massive popularity, helping to sell a variety of themed treats and toys.

Nearby, a large-screen TV runs promotions and educational information on a video loop. The U-shaped checkout counter, custom-built by a local carpenter, features one register during the week, with a second iPad added on the weekends and a third during large events.

Although the store’s self-service dog wash, tucked in the back, only brings in a small amount of revenue, it attracts customers who buy treats or a toy after spending $15 per pet wash. Local shelters and rescues can use it for free for dogs in their care.

Aye Aye, Captain

Wilbourne steers all branding efforts for The Nautical Dog. “I take great pride in ensuring that our brand is always presented in the best possible light. To achieve this, I work closely with my designer and create in Canva all the graphics required for our website, social media and other promotional materials.”

She also collaborates with Heather Booysen Photography on seasonal photo shoots. “They highlight our latest products and services, as well as showcase our pets in action. The photographs help our customers connect with us on a more personal level and demonstrate our love for pets,” Wilbourne says, adding, “It is important to make your marketing relatable.”

Nautical blue and white with a touch of red carry through from the store’s logo to the exterior and interior. The logo and its colors appear consistently in marketing materials to reinforce the now-recognizable brand. “The marketing has to be spot on to attract new customers,” she says, “but once they are in the store, it needs to be visually appealing to make it exciting and different from others. Also if the customer service aspect is not there, you completely lose them as a repeat customer.”

Touches of “weathered” wood carry through the nautical theme.

Ahoy There, Customers!

Wilbourne creates promotional graphics in Canva for her store, with strong The Nautical Dog branding.

Customer service and experience are a top priority for The Nautical Dog. Its pet-loving team helps shoppers with all types of issues, from feeding and healing to impromptu training lessons right in the store. Wilbourne and various staff members hold certifications in pet nutrition, raw feeding, herbalism and homeopathy. And they are always available to share their education and experience. “We are open every day,” she says. “If it snows, we’re open. If it storms, we’re open. If the power goes out, we’re open.”

Members of the store’s Nauti Dogs Rewards program appreciate weekly e-blasts with product and service updates along with helpful tips and advice. They earn points on all purchases — when customers hit 500 points, they can redeem a free “product of the month” or donate toward food and treats for area shelter pets.

Upon signup, members also join The Nautical Dog’s texting platform. Wilbourne says, “We started a text group seven years ago that now has a reach of over 6,000 people. A simple text can get the store hopping on a slow day.” Facebook, Instagram and TikTok are additional methods used to reach customers, with Facebook posts bringing in the most foot traffic thanks to the account’s 7,500-plus followers.

Events and promotions also elevate customer experience and boost revenue. “If we have a seminar in the store from a brand, I will usually run a sale on that brand during the event to encourage sales,” she says. For April’s National Raw Feeding Week, one lucky customer can win a freezer filled with product. Throughout the week, the team gives out samples with feeding raw info and when customers purchase any item from the freezers, they get a raffle entry.

Shipload of Community Service

In addition to all of the above establishing The Nautical Dog as a strong partner to pet parents in Williamsburg, the store donates thousands of pounds of food each year to local shelters and rescues thanks to fundraising nail trims. Local grooming salon Doggo Den donates services, with 100% of the money raised used to buy the food.

Outdoor summer events, such as a Sunday Brunch featuring waffles and pancakes with bacon, sausage and doggie Bloody Marys also support local rescues. Other past give-back events: a fish fry complete with doggie hush puppies. “Dogs loved it, and customers loved coming and mingling,” Wilbourne says.

Navigating Now & Into the Future

“I have been doing this for over 18 years and have finally gotten to a point where I don’t have to be here every single day,” Wilbourne says of her presence at the store. “I have earned that.” Five days a week now suffices.

Although her husband, Kyle, does not work in the business full-time, as a professional contractor he does all the build-outs and repairs. They have two young children, Aidan and Charlee, and four rescue dogs, so work-life balance has also become a top priority for Wilbourne and her family.

Upcoming business goals are to continue growing sales and The Nautical Dog’s customer base, with creative marketing to attract new clients. “In 2024 we were up 10.4%. My goal is 10% growth each year and to continue to not only retain customers but bring new ones in. Slow and steady wins the race!”

Five Cool Things About The Nautical Dog

1. SChWARTZY’S CAT COVE: The 354-square-foot space gets its name from the store’s original “First Mate,” a special-needs senior cat who greeted customers until he passed. Wilbourne designed the room with beach and deep sea murals, and a blue marbled-epoxy floor. The adoptable cats perch on unique wall shelving while shoppers relax in beach chairs. The cats come from the Heritage Humane Society, and more than 500 have found homes through the cat cove.

2. THE CLAW: A 6-foot-tall Nautical Dog-branded claw machine holds a mix of treats and toys, some purchased at a discount and others provided by brand partners. At $1 per play, it brings in $100 to $200 per month — and even more during the summer due to kids and tourists — for local rescues.

3. CUSTOMER APPRECIATION: Taking place at the end of February and as an anniversary event at the end of August, the one-day events combine amazing deals from brand partners and swag bags filled with more than $100 worth of products. Customers line up around the block, with well over 1,000 people in the store and three registers running throughout the day. Big bumps in followers come from the events thanks to the associated social media contest: Participants take a picture of their pet and swag bag along with a provided sign that reads, “I got all of this free at The Nautical Dog’s Customer Appreciation Weekend.” They then tag the store. One cat and one dog customer win a gift basket.

4. PACK WALK: A dozen or so customers meet at the store each Sunday for this free dog walk. Attendees have a punch card, and when it’s full receive a prize. Occasionally pack walkers also get coupons valid for that day only.

5. THE MORE YOU KNOW PET WELLNESS SUMMIT: Now in its third year, the one-day event allows customers to learn from pet holistic experts, including about products sold at the store. All aspects tie into The Nautical Dog: All marketing takes place on its website and socials, not standalone event pages. The venue is two blocks from the store, so attendees can shop after. And Wilbourne hosts a VIP event and Coffee Talk the day after at The Nautical Dog, giving attendees another opportunity to learn and shop. The 2025 event will happen Jul. 12 and features Amy Renz, Susan Thixton, Dr. Conor Brady, Rita Hogan and Dr. Kaite Kangas. Past speakers have included Dr. Judy Morgan, Billy Hoekman, Rodney Habib, Dr. Karen Becker and Dr. Katie Woodley.

PHOTO GALLERY (18 IMAGES)