Pet project: From influencer marketing to well-being for dogs

By Marcy Medina | for The SKUpe

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After a long career in entertainment marketing, RJ Rousso pivoted to a new passion, opening The Doggie Spaw last month in Venice, Calif. The family-owned dog grooming, daycare and training space was inspired by his decades of involvement with local rescues, fostering and pet adoption. After losing clients and income during COVID, Rousso decided to build something meaningful—where pet parents can trust their dogs will receive expert care. "I decided that if I was going to dedicate 100+ hours a week to something, it had to be something I was truly passionate about," he says. Here, Rousso shares how he’s building customer loyalty and community in the pet care category. –Marcy Medina

What lessons from launching your business could help other retailers?

Marketing is essential, especially at the local level. Building trust within your community is what drives word-of-mouth referrals and long-term customer loyalty. For us, that means participating in local events, partnering with neighboring businesses and making The Doggie Spaw a trusted and recognized part of the community.

How do you build community in your store and neighborhood?

We support local rescues by offering them space in our store to display photos of adoptable dogs, as well as a dedicated retail section where they can sell merchandise. We also host adoption events and offer discounts on services for foster and newly adopted dogs. Building a sense of community is important to us—it’s about more than just running a business; it’s about making a positive impact.

What's one thing you're currently experimenting with in your store?

We’re experimenting with turning our space into an artistic hub, collaborating with local artists and photographers to showcase their work. It’s been exciting to merge the worlds of pet care and creative expression. We’ve already featured a husband-and-wife photography duo and a talented 15-year-old artist. We’re planning events where customers can experience art in an unexpected setting—a dog grooming space!

What has been the biggest factor in your success as a niche retailer?

Transparency with our customers has been key. If a dog struggles during grooming or has specific needs, we communicate that openly with pet parents, along with steps they can take at home to maintain their dog's health between visits. After every appointment, we send a breakdown of services performed and what to watch for, such as paw or ear issues. We also recommend the best brushes and maintenance techniques, even if it means fewer visits to us. Our customers appreciate this level of care and education, and in return, they continue to trust us with their furry family members.