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Chateau 4 Paws, an Atlanta-based Black-owned premier pet care salon, is owned by Managing Director and CEO Janelle Russell.
Russell adores dogs; however, she never thought her passion would become her job until two unrelated events occurred.
In 2005, her then-boyfriend got her a toy poodle, and she was let go from her corporate job. This, in turn, inspired her to open her pet grooming salon, Chateau 4 Paws, in 2010. She said she used her 401(k) to fund her new business venture and asked her parents and uncle to match the funds.
Russell makes it clear she jumped head-in without knowing anything about a business or having a business plan. All she knew was she loved animals and dogs. Fortunately, one day, someone told her there weren’t any small, independent pet grooming shops in Fayetteville, GA, so Russell set up shop, assuming there wouldn’t be any competition, but she realized otherwise.
She said she learned three other grooming salons were opening in the same area around the same time, so being nervous, she confided in her dad, who offered some wise advice.
As the mother of a five-year-old, one of her game-changing business investments has been digitizing more of her management tools to streamline processes and save time. This has allowed her to spend more time with her daughter and helped her drive higher sales volumes because of the convenience it’s brought to her customers.
Russell’s world-class approach to service has allowed her and her team to create long-term personal relationships with her canine clients and their respective owners.
Q+A with Janelle Russell
The Atlanta Voice: Why did you decide to start your business? Was there a moment that inspired you?
Janelle Russell: After being laid off from my corporate job, I was lost and didn’t know what I wanted to do next. At the time, I had a little toy poodle gifted to me. Over a few months, I saw his demeanor would change when he would get groomed because it was so stressful for him. After much prayer and thought, I knew I wanted to offer a stress-free environment for grooming dogs and cats. I saw a large demand for a pet grooming salon during my initial research. That’s how Chateau 4 Paws Pet Spa was created! At the time, I only had one competitor, and I was motivated to give my customers the best service. Now, 14 years later, the business is still growing, and I’m always thankful to my clients for their support.
AV: How did you come up with the name?
JR: When thinking of a name, I knew I wanted to stand out and planned to expand into a daycare and boarding facility eventually. With that in mind, I began thinking of renowned luxury and lavish experiences, and I thought of Chateau Elan, a resort and winery in Georgia. When you visit Chateau Elan, it’s a luxurious and lavish experience. That’s what I wanted to offer for pets! Chateau 4 Paws Pet Spa is a luxury pet grooming experience for your pets, and Chateau 4 Paws Resort & Spa – our new name after expansion – will be the same!
AV: Is there a mentor in your life that inspired/inspires you as a business owner?
JR: There are two prominent mentors in my life. First is my late father, a general manager at a large restaurant chain. When I first opened my business, I was stressed about how to bring customers in the door. My dad gave me pointers and advice on how to offer discounts and introduce referral programs to attract customers. Second is my uncle, John Battle, who runs a multimillion-dollar landscaping business in Dallas. Before starting my business, I didn’t know how to run a company. I didn’t have a business plan or idea of creating goals for myself. I just knew I loved dogs and wanted to create a safe space for them. My uncle told me many times that running a company takes more than that. He donated his time and money to help me create a business plan and gave me important advice on taxes and reporting. I’m grateful for both of them.
AV: What are your business goals for the remainder of the year?
JR: My business goals for the remainder of the year include continuing our current marketing strategy to bring in new customers and expanding our business to include pet boarding and daycare at our current facility. Expansions like this are a big undertaking, but through my POS provider, Clover, I’ve been able to offer these new services by taking advantage of their Clover Capital program, which provides a cash advance based on my anticipated future sales. It’s played a huge role in my business expansion for nearly five years. I can use the money to fund expansion without the strings of a traditional bank loan. It’s been an easy and unique way to allow us to create a state-of-the-art facility to provide the best care and services to our four-legged clients.
AV: Any advice to future business owners about taking the plunge?
JR: I would tell future business owners to stay consistent! You can’t build a successful company overnight. It takes dedication, patience, and hard work. Find other entrepreneurs in your industry. Surrounding yourself with like-minded people will help you in your journey. Lastly, equip yourself with the tools you need to be ready for your clients, for example, finding the right technology. Building a great website and online presence can make a huge difference. Also, picking a POS system that can help you take payments and manage your entire business – like I have with Clover – can save you time and money. Set yourself up for success!
For more information, visit https://www.chateau4paws.com
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Isaiah Singleton
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