Brand New Directions: We’re the pet-preneurs meet the women who were inspired by their own dogs to set up successful new businesses
taking the lead from their own dogs, these three women were inspired to set up successful new businesses
“I make sure dogs look - and smell - their best at the wedding”
Jacqui Smith, 58, from Cotes Heath, Staffordshire, has worked as an air steward, in sales, and as a vet’s assistant. In 2018, she capitalised on her passion for dogs and set up a business that helps wedding couples to share their big day with their four-legged guest of honour.
The idea
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It all came about in July 2015 when my daughter Rachael, now 32, wanted to have spencer, her Flat-Coated Retriever, at her wedding. spencer was a big part of Rachael’s life and it didn’t seem right not to have him there. In fact, she wanted him to be the ring bearer! so as the mother of the bride I was also responsible for making sure spencer was well-behaved, looked good (he wore an embroidered lace collar made by the same woman who designed Rachael’s dress), and that he delivered the ring in a pouch to the best man, then sat quietly with me.
I realised then that this could be a really good business idea. It’s so hard to organise the logistics yourself – having the dog in the right place at the right time, making sure they don’t jump up at people and, if necessary, looking after them beyond the big day itself.
whaT happened nexT
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I researched locally and found there were a few other people offering the same service, mainly dog walkers. but I thought I could deliver a more professional package. I was already running a kennel business (shortlisted as one of the top six boarding kennels in the uK in 2017), so we could provide dog boarding for the wedding night or honeymoon. We also have a full grooming service, so the dog looks (and smells) his best, and we even use
aromatic sprays to help calm nervous or excitable hounds.
I waited until I had finished my City & Guilds level 3 dog-grooming course, and had completed a two-year course in canine behaviour, before launching in February 2018. I drew up a business plan – including my unique selling points and who I thought my customers were – got a logo designed, a sign for my car, and asked a friend to design a website. luckily, the start-up costs were low, as I already had the kennels and dog-grooming up and running. I began by going to wedding fairs and venues to promote the business, and I also did a lot of networking.
✢ BreakThrough momenT
after Rachael’s wedding, a friend of hers wanted me to do the same thing at her wedding, and then I had more enquiries from that wedding too. that’s when I knew I was onto something. at the time I operated by word of mouth but I wanted to reach a wider audience. so I used targeted Facebook ads and placed adverts in wedding magazines
– this was essential to get the business off the ground.
✢ STeepeST learning curve
as weddings are usually planned so far in advance, there were no immediate bookings and no instant income – you’re looking at business happening one to two years ahead. and once you’ve taken a booking you have to be totally committed to fulfilling that contract, no matter what’s happening in your life in the future.
where i am now
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In my first year, I provided a service for eight wedding couples, and for 2019-20 those figures have doubled. My target is to have two weddings booked a week, and I am well on my way to achieving that. I belong to a networking group called WiRE (Women in Rural Enterprise) and that has been fantastic for support. I’m also collaborating with wedding and travel organisers so we support each other’s businesses. I have a Facebook page for the Quintessential Wedding Day Dogs and we’re on Instagram too. >>