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.

Published

3 years ago

February 16, 2022

PETS+ Staff PETS+ January-February 2022

Jennifer Marshall
NORTHWOODS PETS, RHINELANDER, WI

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.

Related Topics:Featured pet businesses in Wisconsin

PETS+ Staff

Since launching in 2017, PETS+ has won 24 major international journalism awards for its publication and website and was a finalist for Best Single Issue in the prestigious Neal Awards in both 2017 and 2024.

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