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Run your business like "The Four Seasons" of grooming 🌴

Run your business like "The Four Seasons" of grooming 🌴

Here are the exact steps to build a high-end grooming experience that will have everyone in your town talking!

Alex Martin
December 13, 2024

Happy Friday Daily Groomers!

You ever been to The Four Seasons?

You know those luxury hotels and resorts they have across the world which costs thousands a night??

Disclaimer: I haven’t cuz I can’t afford it on this blogger salary ($0) but have heard great things!!

For this week’s newsletter, I wanted to recap our recent conversation with Abby Kerwin, founder of Masterpiece Canine Spa in Washington, D.C. Abby and her team have built a high-end grooming experience that’s earned a reputation as “The Four Seasons of Pet Grooming.”

And they aren’t shy about it… they literally outline “what to expect” directly on their website (give it a read because you should have the same attitude about your work!)

I love this level of transparency with potential clients…..

We often hear “I found a place that can cut my dog’s hair for half what you charge!” We wanted to share a little about the Masterpiece difference and why our price point is higher than the majority of salons in the area.

Via Masterpiece Canine Spa’s Website

From luxury customer service to top-tier grooming practices, Abby shared a blueprint for building a world-class grooming business that attracts high-value clients and retains top grooming talent.

Here’s a quick recap of the must-know takeaways from our conversation:

1. Define Your Vision and Stick to It

Abby and her business partner Rachel launched Masterpiece with a clear goal: create an elevated grooming experience. Inspired by their background in high-end hospitality, they brought that same level of care and attention to every aspect of their business.

Key Tip: Decide what sets your grooming business apart and lean into it. Masterpiece focused on luxury service and became an express groomer with no cages or kennels—a huge draw for their target clientele.

2. Invest in Talent and Take Pride in Your Work

From day one, Abby prioritized hiring top-tier groomers, even when it meant paying higher commissions and forgoing her own paycheck. Her advice? Don’t try to do everything yourself.

Pro Tip: Quality grooms are non-negotiable for a high-end brand. Take the time to find and nurture talented team members who share your commitment to excellence.

3. Price for Premium—and Hold the Line

Unlike many businesses that start by undercutting the competition, Masterpiece priced themselves higher than other groomers in the area from the beginning. Abby and Rachel built a client base by offering a standout experience, from warm cookies and champagne in the lobby to personalized conversations during appointments.

Golden Rule: Premium pricing is sustainable when paired with unmatched quality and service.

4. Build an Unforgettable Client Experience

From a detailed intake process to a personalized service model, Abby’s team leaves nothing to chance. Each dog is matched with the groomer best suited to their personality and grooming needs.

Why It Works: Clients feel valued when every detail of their experience is tailored to them and their pet, leading to long-term loyalty.

5. Focus on Quality Over Quantity

At Masterpiece, groomers focus on delivering perfection rather than racing through appointments. To maintain this standard, Abby implemented a junior stylist program where new team members learn at a slower pace with select dogs.

Pro Tip: Exceptional quality keeps clients coming back and helps your business stand out in a crowded market.

6. Transparency Builds Trust

Abby believes in total transparency with clients and groomers alike. Masterpiece publishes its pricing, groomer commissions, and policies online—a rarity in the industry.

The Result: Transparency attracts high-quality clients and helps potential employees see the value in working for a premium salon.

7. Build a Brand Worth Traveling For

Masterpiece’s reputation has grown so much that clients now fly in from New York or schedule their trips around their pet’s grooming appointments.

Key Insight: When you prioritize quality, consistency, and service, your business can become a destination.

This episode is a must-listen for anyone aiming to elevate their grooming business. Abby’s journey proves that running a high-end grooming salon isn’t just about the grooms—it’s about creating an unforgettable experience for clients, staff, and pets alike.

Then sticking to it with everything you have!!

📅 This episode is now live — give it a listen! 👇👇

For the love of grooming,

Alex 🐶

P.S. Abby’s mantra: “Take pride in your work, respect your team, and always deliver an unmatched experience.” Now that’s how you create the Four Seasons of pet grooming!

🗣️ What People Are Barking About

The best of the best advice or thought provoking topics shared this week online👇

First thing’s first, to all my nervous dog whisperers out there—you're doing the MVP work that most groomers run from!!

Here's the real talk on handling those four-legged anxiety machines:

Your secret weapons? Patience, strategy, and a whole lot of emotional intelligence. These dogs aren't just being difficult—they're communicating. That "nip" is basically saying, "I'm scared, and I don't know what's happening."

Some Pro Moves Suggested by the Community:

Talk. Seriously, talk your heart out. One groomer mentioned singing—and she's not crazy, she's brilliant! Dogs read energy and tone like a book.
Baby steps are your best friend. Celebrate EVERYTHING. Nail trim without drama? That's a win worthy of a parade.
Learn their unique triggers. One dog hates being called "good boy"? Cool. Find THEIR language.
Position is everything. Some dogs feel safer on the floor. Some need back support. Read. Their. Signals.

Safety first, always. Muzzle up if needed, and never—I repeat, NEVER—compromise your safety. If a groom isn't happening, it isn't happening.

✋The Groomer’s Toolkit

📚 Read - 2,298 members strong! Have you joined the The Daily Groomer Facebook Community yet? Read the ways other groomers are dealing with no shows and canceled clients appointment in our private Facebook community.❤️

📺 Watch - Check out The EXACT Steps To Start A Grooming Business - with small business lawyer Wendy Anderson on The Daily Groomer YouTube channel.

🎧 Listen - Customer Service 101 - discover how Naz Soleimany builds trust, empowers her team, and balances top-tier service on this episode on The Daily Groomer Podcast.

That’s all folks! Keep calm and groom on 🐶🤘