Exploring Life & Business with Annie Kelly of Annie Groom Your Dog

Today we’d like to introduce you to Annie Kelly

Hi Annie, thanks for joining us today. We’d love for you to start by introducing yourself.
Obviously, a major part of the story with starting Annie Groom Your Dog, is my lifelong love of animals, especially dogs. When I was a kid, I once put up a bunch of “Lost Dog?” flyers up on telephone poles around my neighborhood. Not because I lost *my* dog, but because I wanted people with lost pets to call me so I could help find them. This was the late 90s, and I was a huge fan of Jim Carey’s Ace Ventura, so I was hoping to start my own Pet Detective agency. I’m pretty sure nobody ever called me, a 6-year-old little girl with no credentials, but I’ve returned several lost pets throughout the years and I think little Annie would be proud. Dogs give us so much and barely expect anything in return other than companionship. We brought dogs into this world, and we owe it to them to give them the care they deserve, and show them compassion. Handing your dog off to a groomer is a lot of trust to put into someone, so I treat every dog in my care how I want my own pets to be treated. My partner and I have two pets– a sweet, but misunderstood, senior cat named Bella, and a one-year-old Bichon Frisé puppy with big “clown energy” named Cheesmo. Cheesmo is also the mascot for my mobile grooming business.

It wasn’t a straightforward path opening a dog grooming business in Denver. I was born and raised in NY, and my first time ever going anywhere West was when I moved here for college at 18 which was exciting but terrifying. As a teen, I was interested in music, photography, and all things creative, but also I was good at math and got pretty good at web design and coding from Neopets, Myspace, and The Sims. Because of the latter interests, I got sucked into the whole “let’s push women into STEM” initiative. So when I moved to CO, it was to do an undergraduate degree in computer science before I even knew who I was or who I wanted to be. After graduating, I wasn’t happy with the job prospects available to me. So many of the job openings seemed unethical, or lacked any meaningful purpose or contribution to society. So I tried my hand at teaching, graphic design, music education, dog walking, and a few other things. I tend to overly romanticize things like my job, even though I think it’s fine for a “job to just be a job” for people, but I get way too antsy and dissatisfied.

If I’m not pushing myself out of my comfort zone, then I’m not growing as a person and I start to feel stuck– I need to be trying new things all the time. In my 20s, I started playing bass in bands in Denver and got involved with the music community here. It made me feel more connected to Denver than I ever did before. It finally became home to me. I’m not in any bands at the moment, but I still love to play, and my favorite way to spend my free time is going to shows. There are so many amazing local bands here, and everyone is so supportive and kind!

Career-wise though, after 2020, I felt pretty lost. I ended up taking a free career aptitude test. It was akin to those poorly made online personality quizzes, but some of the results were hair stylist, dog trainer, and then I had this lightbulb moment, “Wait what about dog grooming? What that’s like?” I was so excited that I was at a party later that night and started telling people that I was quitting my current job to become a dog groomer, you know, to manifest it into reality. I had such a gut feeling about it, and it just felt right.

So, I went on Instagram looking for dog groomers in Denver and found a groomer named Gina who looked so happy in their photos with dogs and like they love what they do, just amazing vibes. We ended up getting coffee, and they helped me get a job, and a couple of weeks later I started apprenticing under them as a bather and grooming assistant, while also doing part-time receptionist work (even though talking on the phone is the bane of my existence). I also went on my first tour with my band right when I started this job, so I just felt on top of the world. The hands-on grooming experience was invaluable, and I’m lucky I got to learn from such a compassionate and talented person. There’s so much more to grooming than meets the eye, my first year was so eye-opening. Eventually, I realized I wanted to start my own business– I knew I wanted to be able to groom under my terms. I wanted to control my own hours and work at my own pace, set my own policies that aligned with my morals, and reach clients that care about the same things I do. I ended up grooming in people’s homes for several months while I saved up money and figured out how the heck to start this business. Lugging all my gear in and out of places was a pain, but there was such little overhead cost, it was amazing. I was looking into brick-and-mortar places to rent, but even the most rundown, sketchy places were extremely unaffordable. So I decided to go mobile instead and got a converted van with support from my partner and my family, which I am so grateful for. I’ve officially been in business since the beginning of October, and I’m the sole owner and groomer.

This industry is so wild, I love it. I truly feel like I found my calling. Some days I’m grooming in my van and think to myself “Wow how did I get here, this is so weird…I’m giving this little guy a haircut and telling him about my day.” Dog groomers are weird people and I love it, I found my people. It’s the best decision I’ve ever made.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I’m not sure running a small business will ever feel like a smooth road, and I’m still so new to it that every day there’s some surprise I’m having to deal with. Especially owning a converted van for the first time, I’m learning so much about plumbing, electrical, and parallel parking a giant van. But overall it’s going better than I expected, I have a lot of regular clients who I did in-home grooming for that are still with me, and new clients too. I’m also so lucky that I’ve had amazing support from my partner, family, and friends. Yes, I’m the only owner of the business, but I didn’t get here by myself. When I quit my last job, I was terrified, and having a lot of financial stress. If it weren’t for my partner believing in me, this wouldn’t have been possible.

I’ve had a lot of struggles with anxiety and depression since I was a teen, and some days are harder than others. But lately I feel pretty good, so it feels really reassuring to me about the path I’ve taken. I’m also learning A LOT about finances. Pricing, taxes, savings– I’ve always felt behind the curve with that sort of stuff. There’s a lot of financial “tricks” and “secrets” that are inaccessible to most people; it’s a case of “you don’t know what you don’t know.” The only money tips I learned in school were how to balance a checkbook, which became irrelevant pretty quickly, and to pay off your debts as soon as you can. I took a bunch of free classes from Denver’s Small Business Development Center, which were extremely helpful.

Also, every day, some new expense pops up, and that’s stressful. Like recently, I was having a great week of sales, and then a rock completely destroyed my windshield on the highway, and it was hundreds of dollars to replace. Obviously, I want to get my business to the point where I can put money aside to save for unexpected things like that, because they always happen when you least expect it.

Another challenge is having confidence and knowing my worth, for example, knowing when to say no and trusting my gut. I owe a lot of my best life decisions to trusting my gut. Ultimately, what helps is putting the dogs’ best interests first, which makes it easier to set boundaries for things I’m not comfortable doing. It’s also hard not to compare yourself to others who’ve been in business for longer. However, the amazing thing about the grooming industry is that we’re so supportive of one another, I’m in a bunch of groups where people give amazing advice and want to see new business owners grow. The overhead costs of grooming and being mobile are so high, I have to remind myself that it’s okay to charge what I need to charge. Not everyone will want to pay for this service, and that’s okay. When you add up monthly van payments, gas, insurance, supplies, maintenance, and then also consider the wear and tear the job takes on your body, it’s wild. Plus, you need to be able to pay yourself after all is said and done.

I’m sure anyone in the pet and animal industries can relate to how physically demanding this line of work is, and also emotionally taxing on some days– whether that’s dealing with an upset client, working on an anxious dog that doesn’t want to be there while having to maintain a calm energy and environment, or being behind schedule and skipping meals. We’re only human, but like any service job, people can demand a lot from you. Thankfully, I’m lucky and have such amazing clients now, and being the business owner means I don’t need to tolerate abuse. I’ve also lost a lot of time for my creative hobbies because of how demanding it’s been. However, now that things are up and running (mostly) I can carve out more time for that which is so important.

We’ve been impressed with Annie Groom Your Dog, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I started Annie Groom Your Dog in Denver in October 2024, and I bring full service grooming right to your door. I call it a “Mobile Pet Salon & Spa.” My van is fully converted and has everything I need– a tub with hot water, blow dryers, a grooming table, air conditioning, heating, and more. It’s amazing. I’m the sole-owner and employee of my business, so anytime you’re messaging the business or scheduling an appointment, you’re always talking to me. It’s obviously a lot of work doing it all, but I think many people appreciate communicating with one person and knowing they’re supporting a local small business.

I think there are a lot of things that set me apart from others. There are a lot of amazing groomers and shops in Denver, and they all have something different to offer. One person might like what I offer, and another person might need something a little different, which is cool.

I’m a nerd and a lifelong learner, so I try to attend all the grooming and pet industry related conferences I can afford to, and also sign up for classes and webinars when I can. Each time I go I learn so much about the best new techniques, products, and tools, as well as important information like proper sanitizing of tools to prevent spread of diseases, how to check your dog for changes in health, which products to use on different coats and skin types, and more. I’m certified in K9 CPR and First Aid as well. The people you meet there are all like-minded and amazing. I met some amazing Colorado groomers when I went to the Rocky Mountain Groom Expo over the summer.

Another thing about me is I work a bit slower than many other groomers, which isn’t always great for my wallet, but it does give me time to give your pup breaks, adjust my handling techniques based on your dog’s particular needs, and extra time to finesse a lot of little details while I’m finishing up. There’s nothing wrong with taking your dog to a faster groomer, or a high-volume salon that can keep their costs a bit lower, but it’s not the right environment for every pet and also doesn’t have the convenience of me coming to your home and just grooming your dog one-on-one.

My pricing is also all-inclusive, which means I don’t charge additional fees for nail grinding, ear cleaning, or teeth brushing. I’m not going to skip something that is critical to your dog’s overall health and comfort. Anything that is essential for your dog will be done and included in the price, I take pride in providing the best service possible to keep your dog healthy as well as looking nice. Grooming is an art form to me just as much as it is a job, and I like when clients have interesting ideas or big dreams for their dog’s hairstyles. Is it always attainable or possible? No. But I enjoy trying new things, “Asian Fusion” is a popular technique in the grooming world which is basically making a dog look as cute as humanly possible, and not always doing the standard breed haircut for that dog. I’d love it if more people wanted to have fun and try different things like that, but you do have to be on a regular schedule and brush your dog’s coat a lot, so I get why many don’t!

I do offer a few add-on services such as medicinal and moisturizing paw soaks, as well as creative services like nail color and hair dye using all pet-safe products. I’d like to add more specialty skin and coat treatment services like mud masks, and oil treatments eventually.

I also have a lot of fun with my photography. Each month I have a different theme. Every dog, even if they are just getting a nail trim, gets a bandana and a photo. November’s theme is Fall mushrooms! Being able to have fun at work reflects positively in my work, I think. I can form a better bond with the dogs, and also clients love seeing their dog’s silly photos. Nobody is asking for these things, but I don’t care– you have to do things that bring you joy at your job!

How can people work with you, collaborate with you or support you?
I would love to find a local rescue or shelter that wants to work together. I’d love to provide as much free grooming as I can afford to for those in need. For example, I’d like to work with a shelter with a dog who is struggling to get adopted and provide a free groom, and also potentially have shelters inform people that if they adopt a dog from them that I can give them a free groom. If you work at a shelter, or know anyone who does, and would be interested in working together, please reach out!

I also think it could be fun to find a dog-friendly brewery or other kind of business to partner with and host an event where I park outside and offer discounted nail trims or some other service.

Right now, you can support me by spreading the word! If you know someone who is looking for a mobile groomer for their dog, please send them my information. Since I’m still new I’m not fully booked out yet, and I am taking new clients.

Contact Info:

• Website: https://anniegroomyourdog.com/
• Instagram: https://www.instagram.com/anniegroomyourdog
• Other: https://maps.app.goo.gl/DACVeH2pKhRjY31Y7