We recently connected with Danielle Hurme and have shared our conversation below.
Danielle, thanks for taking the time to share your stories with us today How did you come up with the idea for your business?
The idea for The Modern Dog Company came about in 2017 not too long after I had just gotten my dog, Stella. I had a difficult time finding trendy dog accessories at reasonable prices. The only options seemed to be seemingly unattractive pet store items or nice-looking boutique pieces that really broke the bank. I wanted to create something that had the premium look & quality without the premium price.
A couple of years later, after the inability to shake my idea and a year of planning, The Modern Dog Company was born. I started with just some collars and leashes for a few months before bringing on my now ex business partner. We put a pause on the business and revamped some of the items while also adding new products. We officially relaunched in August of 2020. Fast forward to December 31st, 2022, I quit my job at AllianceBernstein to open The Modern Dog Company store, a Brick & Mortar location in the Nations. I felt as though there was a need for a more modern and updated shopping experience when it came to pet stores. That’s where I saw a need in the space. Essentially creating a “Trader Joes” or “Wholefoods” but for dogs.
We are also more than just a dog supply store. We host yappy hour events to help promote other small businesses, we host adoption events to help local dogs find their forever homes, we host classes & more.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
I am a first-generation American. My mom is from Havana, Cuba and my dad is from Helsinki, Finland. From an early age, I was taught that hard work is the key to success. You can be smart, but if you don’t have the work ethic, then what does it matter.
I also know I was born with the desire to be an entrepreneur. From a very young age, I started finding ways to make money, whether it was through a lemonade stand, charging all family members $1/minute for shoulder massages, flipping items on eBay, etc. With all that being said, I will reiterate that I am a first-generation American. Why? Because when your parents come from nothing and being stable is the dream, risk aversion comes into play. Because of this, I went to college to study finance and held off on starting the business for years because I needed to get a “real job.”
I spent my four years of undergrad at Stetson University playing soccer and studying finance. When it was time to graduate, I still didn’t fully know what I wanted to do in the financial industry, so I went to Florida State University to get my Masters of Science in Finance while also get “the real college experience” (I loved playing soccer, don’t get me wrong!). After graduating from FSU, I came to Nashville to work at Morgan Stanley for a few years before going into investment sales at AllianceBernstein. Working in both wealth management and sales, I realized that although I love investing and the markets, this wasn’t going to be my forever.
As I was struggling to enjoy my career, a space was being built in my neighborhood that I thought would be the perfect spot for a dog supply store… THE, dog supply store I had been envisioning. The building was still in the process of being built, so overall it was almost a year before I even got to open.
I am honestly proud of myself for taking this leap as it was the best decision I could have made. I work more than ever before, but it is a dream to wake up every morning and do what I love. I also wouldn’t be here without the amazing support of my family, fiance, friends and ALL my wonderful customers. The dog community here in Nashville is just something else. Every time I meet a new face or get to see my regulars, I am overwhelmed with gratitude and feel extremely humbled.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
I think what has helped build my reputation in this market, is a few things. First, it’s treating every single person with the utmost respect and kindness. At the end of the day, I feel like I am serving my customers and the community, so just humbling myself as a business owner has helped keep me aware of the needs and wants of my customers. Customer service is my number 1 priority. Point blank. I work hard to take care of my customer’s needs and if I can’t do that, I try to help guide them to someone or somewhere that can.
Second, it’s being able to educate and know what I’m selling, but also willing to say “I don’t know”. I have hundreds of skus in my store and I try to continually educate myself, but I won’t just act like I know something to make a sale. Trust is very important to me.
Lastly, I try to give back as much as I can. I try to participate in local fundraisers, I host adoption events and I try to be involved as possible. At the end of the day, it’s more than just a business, it’s about also making an impact.
Any advice for managing a team?
I come from corporate America where many companies will tell you they want feedback, but really don’t. I manage a small team, but I make sure that they are happy and comfortable as much as I can. It’s important to make them feel validated and create a space where they can come to me with problems, ideas, feedback and feel like they are a part of the company, not JUST an employee. We also have a pretty flexible schedule. I want them get the hours they need and also be able to cover the hours I need them to, but also feel like they can ask for a day or more off to do what they need – even if it’s just to do nothing because they’ve felt burnt out. I also try to treat them to lunch, do small acts and more to show how appreciative I am of them.
Contact Info:
- Website: www.themoderndogcompany.com
- Instagram: https://www.instagram.com/themoderndogcompany_nations/?hl=en
- Facebook: https://www.facebook.com/themoderndogcompany/
- Linkedin: https://www.linkedin.com/in/danielle-hurme-3396506b/
- Youtube: https://www.youtube.com/channel/UCfZKZ4IVBBX5D4OM3Pwi-nw
- Yelp: https://www.yelp.com/biz/the-modern-dog-company-nashville
Image Credits
Professional Photos: Ali Brown