We were lucky to catch up with Daniela Salazar recently and have shared our conversation below.

Daniela, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Allow me to introduce Tank, an eight-year-old English Bulldog warmly welcomed into the lives of co-founders Eric and Daniela in 2014. Tank’s resilient journey, characterized by severe skin infections and weight issues, ignited a deep-rooted commitment in Eric and Daniela to explore holistic solutions, stemming from a profound appreciation for the harmony between conventional and holistic approaches. As Tank’s recovery unfolded, the weekly ritual of bathing him within the confines of their apartment proved to be both arduous and physically taxing. Their dedication to Tank’s well-being sparked the concept of a self-service pet washing business, resulting in the birth of Pawtanicals. In May of 2018, during an ordinary walk with Tank and their beloved bulldog companion, Lola, fate led them to discover a vacant grooming store for lease. With the invaluable support of Daniela’s sister and their accumulated savings, they secured the lease and initiated the construction process, culminating in a grand opening in July of that year.
Self-service pet wash salons were relatively unfamiliar on the East Coast, posing one of the initial challenges faced by Pawtanicals in its inaugural year. The essence of Pawtanicals’ mission transcended from solely assisting dogs, to empowering dog owners with informed decisions about their pets’ well-being and it also unveiled options previously unexplored. This mission expanded and deepened with the evolving seasons of their entrepreneurial journey.
As the second year unfolded, Pawtanicals progressed steadily, albeit not at the pace they had hoped for. However, an unforeseen challenge emerged in March 2020 with the onset of the pandemic, exposing the vulnerability of their existing business model. It became evident that their existing business model was untenable in the face of these new circumstances. Quick decision-making, a crucial entrepreneurial skill, came into play. Daniela enrolled in a pet washing certification course, while Eric spearheaded the redesign of their business model, demonstrating their adaptability and resilience in navigating unforeseen challenges.
In a bold pivot for survival, they temporarily suspended the self-service aspect of their business and introduced two new services, focusing on dog washing and cleaning without incorporating cutting or styling, primarily due to resource constraints. This journey was both humbling and daunting, taking into account the profound impact of the pandemic on individuals and businesses alike. This shift reshaped their mission once more.
Their adaptation proved to be successful, ushering in a new chapter in their business—one they continue to nurture, fully aware of the lessons each season brings.

Daniela, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Pawtanicals was born out of a pressing need. It all started when a friend reached out to Daniela and Eric, asking if they could open their hearts and home to an English Bulldog, named Tank. At first, there was fair amount of hesitation. After all, they were well fully aware of the substantial commitment and responsibility this carried, especially considering that they already had Lola, their first English bulldog, to care for. However, that same evening, we made the fateful decision to pick up Tank. As we laid our eyes on him for the first time, we were met with quite a sight. Tank, our newest family member, was an overweight, greasy meatball of a dog. His paws were red and inflamed, his body was riddled with dandruff, and hot spots were emerging. What he needed was a good bath, lots of love, and daily walks to help him on his path to recovery. We promptly scheduled an appointment with the vet, who instructed us to wash Tank twice a week to address his skin issues.
The idea of washing Tank twice a week was a bit daunting, to say the least, given his considerable weight and size. We quickly realized that this task would be nothing short of backbreaking. However, Daniela, having encountered self-service dog washing businesses during her travels on the West Coast, figured that they must be quite common in the East Coast as well. So, we began our search for a suitable place where we could take Tank for his weekly baths, only to come up empty-handed. The closest such facility was miles away, which left us baffled.
It was in that moment that a simple question began to form in our minds: “In a city teeming with a vibrant pet community, how could there not be a place for pet parents like us to easily wash our furry companions?” That very question marked the catalyst for Pawtanicals, a venture born out of necessity and driven by our commitment to addressing the needs of pet lovers in our community.

One of our brand’s most significant achievements is the profound role we have assumed in the lives of our clients. We take immense pride in the genuine concern we hold for the well-being of every dog that crosses our threshold, providing an environment where people can trust in the comfort, safety, and security of their pets’ care. We recognize that dogs are not merely animals; they hold a pivotal and cherished place within their families. This principle is not only upheld by us but also instilled in our staff through comprehensive training, emphasizing the significance of their role.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

Upon securing a position with a prestigious PR agency in New York City, I initially believed I had attained my long-cherished career goals. The path ahead seemed like a clear trajectory towards success. However, reality proved to be quite different. As the months unfolded, I began to discern fissures in my dream career, feeling increasingly disheartened by the lack of fulfillment in the profession.

In search of creative outlets and a renewed sense of purpose, I made the pivotal decision to explore dog walking. I joined a dog-walking company, dedicating my weekends and post-office hours to this newfound passion. The freedom I discovered in this endeavor kindled a desire for change. I began crafting an exit strategy from my current role, fully cognizant of my profound yearning to work with animals.

Simultaneously, a significant turning point occurred in my life with the introduction of Tank, my beloved English bulldog. He played a central role in solidifying my resolve. I recognized that embarking on a career shift, particularly in such a dramatically different field, would be an intimidating endeavor, as I had grown accustomed to the security of a biweekly paycheck. However, I diligently saved funds and committed myself wholeheartedly. The transition required me to surpass the conventional 40-hour workweek, yet my newfound happiness and determination propelled me forward with unwavering zeal.

Let’s talk about resilience next – do you have a story you can share with us?

Upon achieving the milestone of operating our brick-and-mortar establishment as an independent business owner, I initially believed I had reached the pinnacle of success. However, the unforeseen disruption brought about by the global pandemic swiftly challenged my confidence. The prevailing uncertainty in the world left me grappling with a profound need to adapt and persevere.

In times of adversity, my innate strength becomes manifest, driving me to maintain unwavering focus and determination in the face of adversity. Our business model heavily relied on in-person interactions, with clients walking through our doors. When the world effectively shut down, our financial obligations continued unabated.

Recognizing the necessity for a pivot, I turned to the internet, diligently seeking dog washing certifications to expand our service offerings. This endeavor not only deepened my knowledge of various dog breeds prevalent in our region but also equipped me with the essential skills to provide proper care to these specific breeds. Subsequently, we introduced these newly acquired services to our clients.

Despite our limited experience in this domain, we approached our clients with complete transparency, openly sharing our journey of expansion. Their appreciation for our candor was evident, leading to a level of trust that affirmed their confidence in our capabilities. Reflecting on this pivotal moment, their willingness to embark on this transformative journey with us served as a testament to the strength of the relationships we had cultivated and fortified my belief that we would endure and thrive through these challenging times.

Contact Info:

• Website: www.pawtanicals.com
• Instagram: www.instagram.com/pawtanicals
• Facebook: www.facebook.com/pawtanicals
• Twitter: www.twitter.com/pawtanicals
• Yelp: https://www.yelp.com/biz/pawtanicals-north-bergen?osq=pawtanicals

Image Credits
Christopher Palladino and Kelsey Dubinsky