Owners looking for the best drive demand for pet retail
A satisfying career for those who love animals
At an early age, John Fraresso set his sights on a career in criminal justice. With that in mind he attended the University of Toronto and gained a bachelor of arts degree in crime and deviance.
But while working at a pet store, Fraresso experienced an “Aha!” moment that launched him on a new path.
While completing his degree, Fraresso worked his way through the ranks as a pet store clerk, delivery driver (he notes he once delivered a fish tank to Don Cherry’s house) and supervisor. At 25, he was offered a position as manager for a 20,000-square foot-store — a job he felt would be a great resume builder for the future. After two years in the position, he began to rethink his original career aspirations.
“I had every intention of entering my chosen field and even went through the testing to become a parole officer with the federal government,” he says. “But to this day, I remember the moment in the store when I realized that I loved what I was doing. I knew that pet retail was what I wanted to do for the foreseeable future.”
Today Fraresso is a buyer for PetSmart Canada, where he acquires all manner of animals, food, habitats and accessories for retail stores across the country. He also travels across North America to meet with peers, to conduct vendor audits with PetSmart veterinarians and for ongoing training.
PetSmart believes strongly in employee development he says. “Staff members at all levels are encouraged to continuously learn through structured or independent study programs offered by the organization.”
Fraresso says that experiencing the interaction and bonding between pets and “pet parents” is one of the most rewarding aspects of his job. “The enthusiasm, passion and enjoyment that you see in the stores make it exciting to come to work everyday.”
Nancy Jelenic, owner of Vancouver-based Barking Babies pet clothing boutique, travelled an altogether different route to pet retail.
Jelenic has a degree in geography from the University of Western Ontario and spent many years in advertising and promotions. But a three-year stay in Tokyo with her Jack Russell terrier inspired her entrepreneurial success.
“While in Tokyo, my eyes were opened to new-concept stores and retail shops that offered overthe-top jewelry, clothing and accessories for dogs. I was hooked,” she says.
On her return to Vancouver, Jelenic was constantly being asked where she bought the sweaters and collars her dog was wearing, and an idea was born.
Eight years ago, Barking Babies began offering designer accessories from a 300-square-foot rental unit.
Today, the store boasts 900 square feet and three additional staff. New services have been added for its pampered clientele, including Reiki sessions, therapeutic massage and non-anesthesia teeth cleaning.
“I love my dogs and I love my job,” say Jelenic.
“I travel to fashion shows, attend the annual SuperZoo convention in Vegas, and have fun introducing new products to my customers and their pets.”
According to Susan Dankert of the Ottawa-based Pet Industry Joint Advisory Council of Canada (PIJAC), a national non-profit association, the pet industry in Canada is now valued at $6 billion annually.
“Over the past 10 years there has been an increase in the way pets are valued in the home and pet products are becoming very specific to diet, behaviour, lifestyle and more,” says Dankert. “Owners looking for care and advice frequently go to a retailer or specialty shop. When they get there they want knowledgeable staff that understand the needs of their pet.”
PIJAC offers business tools, advocacy and training to help pet retailers to grow their businesses. Continuing education programs include pet care, husbandry and behaviour, retail store certification and business training for retail owners and staff.
While Fraresso and Jelenic say sales, buying, merchandising, marketing and entrepreneurial skills open doors, the No. 1 attribute for those seeking a job in pet retail is a love of animals.