Lesson in Leadership, Loss, and Love for Dogs: Reflections on Opening Velvet Hound Groomery

Velvet Hound Groomery opened its doors in February 2023. That was two years ago, and what a journey it has been! Over this time, I’ve enjoyed getting to know our neighborhood’s dog-loving community—the wonderful pet parents and their lovable pups here in Oro Valley, AZ.

But getting to this point wasn’t easy. The idea for Velvet Hound was born during COVID when finding an independent, kennel-free grooming salon within a 10-minute drive wasn’t an option. Waitlists stretched for months. Seeing the need, I took the leap—signing my life away in paperwork, navigating business licenses, and pushing forward despite endless obstacles.

Supply chain issues delayed our start. The space we spent months negotiating was taken from us, then unexpectedly offered back at a much higher price. A half-year of setbacks followed due to contractor mishaps and failed inspections.

But then, finally, we opened. And on time!

We launched an advertising campaign for a 50% off special and were instantly overwhelmed. Our salon was booked solid in no time. Opening day was a whirlwind of support from friends and new clients. I was overjoyed.

But life has a way of balancing joy with sorrow.

Later that day, I went home for lunch to check on Duchess, my beloved senior dog. I found her lying on the floor, sick and terrified. A rush to the vet confirmed she had suffered a massive stroke. I spent the rest of the day in the ER, hoping she would rebound. But late in the night, I cradled her as she peacefully passed away.

The next day, as the shop buzzed with celebratory energy, I found myself caught between two waves of emotion—I had tears of gratitude for our success and tears of heartbreak for my loss. I was a mess.

The Heart of Velvet Hound

I’m not a groomer. I’m a pet lover, an advocate for all non-human animals, and someone who wants to create a stress-free, compassionate grooming experience for our pets. I took a couple of weeks off from my job at the University to launch the groomery, but what truly made Velvet Hound shine was Kristen, our salon manager.

Kristen is everything you could hope for—naturally outgoing, endlessly fun, confident, and incredibly talented. From day one, dogs and clients alike were drawn to her. Her leadership style is visible, vibrant, and full of personality, shaping Velvet Hound into a warm and welcoming space.

The staff she hired is equally impressive. They fully embrace and take ownership of the mission—and have fun doing it. Whenever I pop into the shop, they’re either cuddling a dog, grooming, talking with the pet parents, or chatting and laughing among themselves.

By nature, I have a very calm, zen-like personality, so my leadership style is non-traditional. I set a vision and allow it to grow organically by empowering others to see that same vision.

What Does Success Look Like?

As 2024 came to an end, I questioned whether Velvet Hound was a success. Our business model is unusual—most salons require groomers to handle at least ten dogs daily. But we operate more like a human hair salon. Our groomers work one-on-one with five dogs per day, giving more time for quality and a stress-free experience. Could this model be sustainable?

While taking what seems like forever to consider this, I received a notification from the Pima Animal Care Center. It was a photo of Kristen and two of our team members grooming shelter dogs on their day off.

That moment hit me like a thunderbolt.

Velvet Hound Groomery was a success because of the heart behind it. My vision had taken root. Without seeking recognition or approval, my team instinctively chose to give back to animals in need. They didn’t do it because they were told to. They did it because it felt natural—because the philosophy of Velvet Hound had become part of who they were.

The vision I set in motion has flourished in the hands of a team that believes in it as deeply as I do. For me, this was proof that Lao Tzu’s words ring true:

“A leader is best when people barely know he exists; when his work is done, his aim fulfilled, they will say: we did it ourselves.”

Sarah Sher, Owner Velvet Hound Groomery isn’t just a business—it’s a place built on heart, trust, and an unwavering love for dogs. Success isn’t measured in numbers but in the peace, comfort, and joy we bring to every pet that walks through our doors.

Sarah Sher

Owner, Velvet Hound Groomery