We caught up with the brilliant and insightful Isabel Alvarez Arata a few weeks ago and have shared our conversation below.
Isabel, appreciate you joining us today. Let’s jump to the end – what do you want to be remembered for?
Our pets aren’t just companions – they’re family. With that love comes a responsibility to understand their needs and ensure their well-being. That’s the driving force behind my mission: to build a lasting legacy dedicated to educating others about responsible pet ownership.
On a personal level, I strive to be a role model for others, especially my young children. Whether it’s showing patience during training sessions, prioritizing playtime, or advocating for daily dog walks, I strive to demonstrate the commitment it takes to give our animal companions the happy and healthy lives they deserve.
Professionally, my goal is to be a reliable source of information. From writing engaging articles about pet care to producing informative interviews on specific pet topics like nutrition and enrichment, I love to curate the world of pet care for everyday pet parents.
The impact I hope to have goes beyond individual pet professionals and enthusiasts. I strive to foster a more informed pet-loving community, creating a ripple effect that benefits pets and their families. Imagine fewer abandoned animals in shelters, fewer behavior problems, and stronger bonds between pets and their guardians. This, in itself, would be a legacy worth celebrating.
The beauty of this mission is that it’s constantly evolving. As new research emerges and pet care practices change, I do my best to stay current and adapt my approach. Technology presents incredible opportunities as well. Social media platforms can be powerful tools for spreading awareness, while online communities can foster a sense of support and shared learning between pet lovers and pet industry professionals.
Ultimately, building a legacy of pet education isn’t about self-promotion – it’s about making a difference in the lives of animals. Every pet parent empowered with knowledge creates a happier, healthier home for their furry (or feathery) friend. And that, for me, is a legacy worth pursuing and one I’d be proud to leave behind.
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’ve always been a sucker for a furry face. Maybe it started at 17, volunteering at a rescue shelter – the sights, the smells (not always pleasant!), but most importantly, the unconditional love in those hopeful eyes. I always knew my path somehow involved helping animals and becoming their voice and champion.
Fast forward a decade, and I found myself in the pet care industry, a world I dove into headfirst. I founded The Wag Pack, a boutique dog walking and pet sitting company in Northern Virginia, in 2008. My team and I provided over 100,000 pet care visits in 12 years. A military spouse, I had been running The Wag Pack remotely for 5 years when the pandemic shut us down. Because I lived 2,000 miles away from our service area at the time, my once-booming business no longer seemed viable. As much as it pained me to say goodbye to my loyal clients and exceptional team of employees, closure was, unfortunately, the only way forward.
For months I thought about my next steps. The world had come to a screeching halt and so had my career. I wasn’t sure I had anything to show for over a decade in the pet industry. Thankfully, inspiration struck shortly before the end of 2020. I launched Covered in Pet Hair, a boozy pet show for pet lovers, to spotlight the many fascinating pet pros who contribute to our lives as pet parents. Infused with my love of good conversation (and maybe a glass of wine!), my podcast centers around raising happy, healthy cats and dogs.
In addition to my podcast, I began working as a journalist and writer. Today, I contribute to a variety of online and print publications. I also provide writing services and social media management for pet industry businesses. Writing full-time allows me to share my knowledge and support businesses similar to the one I used to run. Having been in the trenches like they are, my clients trust me to share their stories and support their missions.
I am proud of all I’ve accomplished since starting my journey in the pet industry. Empowering pet parents with knowledge and supporting them as they strive to do better for their pets fills me with joy.
How’d you build such a strong reputation within your market?
I built my reputation through volunteerism and collaboration. As a professional pet sitting business owner, I worked mostly with pets. I would only connect with humans when discussing pets’ needs with clients or managing staff. Most pet care business owners enjoy the absence of human connections but I missed interacting with other like-minded pros. For this reason, I attended industry events when possible. I volunteered with local and national organizations and collaborated with others in my industry. I built a community, shying away from viewing others as competitors.
Volunteering and collaborating within the pet care industry led to valuable connections and partnerships. I learned from others in my industry, simultaneously sharing my knowledge with those who would benefit. I earned industry recognition and awards, becoming a leader, and working with others to elevate pet care standards.
Thanks to my reputation as an industry leader, I seamlessly transitioned from working with consumers and their pets to working directly with pet care businesses. When my business shut down, I sold my business’ client and employee forms, everything from our service contract to our employee handbook, to similar operations around the US. Soon after, I offered to write blogs for pet businesses, using my industry know-how and SEO skills to boost their websites’ positions in search results. Today, I work with pet care businesses throughout the US as a copywriter, content creator, and social media manager.
Can you share one of your favorite marketing or sales stories?
Over the years, I have been invited to emcee and keynote a number of professional pet sitting conferences, a testament to my profound connection to the industry. I enjoy attending these conferences because I consider myself an advocate for the pet sitting industry – one that is underrepresented compared to other pet-specific service industries. I also enjoy attending because I want to be a part of elevating the industry and arming business owners with the tools and knowledge they need to succeed.
Attending industry events also allows me to reconnect with my clients in person. I love to share a drink with them, discuss their successes, and help them address challenges. My clients represent the best of the industry. I enjoy watching them grow and seeing their businesses thrive.
During a discussion at the Texas Pet Sitters Conference earlier this year, one of my clients confessed that she doesn’t read the blogs I publish on her business’ website. She allows me to put her name on a weekly blog but doesn’t read the content. She apologized for not taking the time to review my work. She was embarrassed, she said, explaining that she is so busy that she cannot find the time to read my blogs.
I laughed. While she was apologizing, I was receiving one of the best compliments I’ve ever received. In letting me in on this secret, she revealed that she trusts me so much that she allows me to put her name on my work without hesitation. She knows that I have her and her business’ best interest at heart and believes in my abilities so strongly that she doesn’t feel the need to proofread or double-check my contributions to her business. Her comment confirmed that I made the right decision to use my talents to help other pet care businesses when mine was no longer viable. I am proud that, even though I am no longer a pet business owner, I can now use my experience to help other pet business owners.
Contact Info:
- Website: https://www.coveredinpethair.com
- Instagram: https://www.instagram.com/coveredinpethair
- Facebook: https://www.facebook.com/coveredinpethair
- Linkedin: https://www.linkedin.com/in/isabel-alvarez-arata-2ab03716/
- Youtube: https://www.youtube.com/c/coveredinpethair
