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Sanity Files

This Indie Pet Store Owner Builds Her Own Doors to Open

Jennifer Marshall of Northwoods Pets finds that facing career challenges head on keeps her moving forward, while having a little fun adds balance to her busy work life.




Jennifer Marshall

When one door closes, this indie excels at building a new door and stepping right through it. Jennifer opened Northwoods Pets after a big-box chain put her employer out of business, and she expanded when another stopped selling fish. Recently, Jennifer took over the vacated space next door to add grooming! She finds strength within, but also draws on her husband, Stuart, and their 15-year-old twins, Jamie and Sarah, plus nearly 100 store and personal pets, including rescue bearded dragon Tilly above. Self-care and fun activities with friends help her find balance and relax.


Since launching in 2017, PETS+ has won 17 major international journalism awards for its publication and website. Contact PETS+ editors at [email protected].



NASC Media Spotlight

At first it was just an idea: Animal supplements needed the same quality control that human-grade supplements receive. But that was enough to start a movement and an organization —the National Animal Supplement Council — that would be dedicated to establishing a comprehensive path forward for the animal supplements industry. In this Media Spotlight interview, NASC’s president, Bill Bookout, talks to PETS+ interviewer Chloe DiVita about the industry today: Where it’s headed, what’s the latest focus and why it’s vital to gain the involvement of independent pet product retailers.

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