Pup Care by Dani is a one‑on‑one dog grooming salon located in Ajax, Ontario, built around calm, personalized care and genuine compassion for animals. Serving busy families, professionals, and pet parents who value quality and safety, Pup Care focuses on low‑stress grooming experiences that prioritize a dog’s comfort, health, and overall well‑being.

This is not a high‑volume grooming shop. Each appointment is intentional, unrushed, and designed to build trust—both with dogs and with their owners. Education plays a key role, helping pet parents feel confident in proper coat care and long‑term grooming decisions.

The Inspiration Behind the Business

Before launching Pup Care, Danielle spent more than 12 years working in the hospitality and events industry, where she developed a strong foundation in customer service and operations. Despite her success, her true passion had always been animals.

After completing an intensive 300+ hour grooming program and becoming Fear Free certified, Danielle recognized an opportunity to elevate the grooming experience. She envisioned a salon that combined professionalism with compassion—a space where dogs are handled gently, appointments aren’t rushed, and pet parents feel informed and supported every step of the way.

Why BACD

As a new entrepreneur, Danielle understood that passion alone isn’t enough to build a sustainable business. She wanted structure, clarity, and strong financial planning from day one.

She turned to the Business Advisory Centre Durham to ensure Pup Care was built on a solid foundation—focusing on cash flow, projections, and long‑term sustainability rather than guesswork.

Through BACD and the Starter Company Plus program, Danielle gained practical guidance, accountability, and confidence during the early stages of launching Pup Care. The support helped her create a clear business plan, understand her numbers, and shift her mindset from service provider to business owner.

That structure reduced uncertainty and gave her the confidence to make informed decisions as the business grew.

Business Growth

Pup Care by Dani opened in June 2022 as a single‑location salon in Ajax with one groomer. Since then, the business has grown into a team of four and now services more than 200 dogs per month.

The salon has expanded its offerings to include cat grooming and creative services such as pet colouring, while continuing to build strong community partnerships through nail trim clinics, local events, and fundraisers.

Marketing That Works

Community engagement and relationship‑based marketing have been Pup Care’s biggest drivers of growth. Collaborations with local pet stores, in‑person events, and consistent social media education have helped build trust and visibility.

Instagram in particular has played a key role, with before‑and‑after transformations, behind‑the‑scenes content, and educational reels helping pet parents feel connected and confident in the brand.

A Challenge Many Women Entrepreneurs Can Relate To

One of the biggest challenges Danielle has faced as a woman entrepreneur has been fully stepping into leadership—especially in an industry that is sometimes viewed as “just” pet care.

Building Pup Care required more than mastering her craft. It meant developing confidence in financial planning, team management, and decision‑making. There were—and still are—moments of self‑doubt. Over time, Danielle learned that growth comes from trusting her vision, standing firm in her standards, and owning her voice as a business owner. That shift has been both challenging and deeply empowering.

A Win Worth Celebrating

Danielle is incredibly proud of the team and community that have grown around Pup Care. What started as a vision has become a trusted local salon serving hundreds of families each month. Seeing clients return with their second or third dog—and knowing they confidently refer Pup Care to others—is a win she never takes lightly. That trust means everything.

What She’s Most Proud Of

Beyond growth and numbers, Danielle is most proud of the reputation Pup Care by Dani has built for safety, professionalism, and heart. The salon culture supports groomers, prioritizes compassionate handling, and creates a welcoming space where clients feel comfortable asking questions and being part of the journey.

Advice for Other Entrepreneurs

“Build with intention, not just excitement. Know your numbers, think long‑term, and put systems in place early. Just as important, build relationships. Your community, your team, and your client experience will determine your sustainability.”

If you’re dreaming of starting a business, start with intention and belief in yourself. You don’t need to have every detail figured out on day one, but you do need courage and consistency.

Surround yourself with supportive people, ask for help when you need it, and build something that reflects your values. Durham Region has an incredible community of women entrepreneurs—and there is room for you at the table.