Today we’d like to introduce you to Jess Rona.
Hi Jess, we’d love for you to start by introducing yourself.
When I was 18, I got a job as a bather at PetSmart in Reseda, CA, to make some extra money to buy a car. I never thought I would become a groomer. I didn’t know anything about dogs when I started. I had always wanted to be an actress. After working with dogs for a while, I realized how much I loved it. For a while I was pursuing both acting and grooming. I was waiting tables at restaurants, grooming dogs part-time, and going on auditions. It was madness. I moved to NYC and started doing improv comedy and loved it. But I had stopped grooming altogether when I was there, and I missed it. I moved back to LA and decided I wanted to get really good at grooming and improv. Those were my passions. I got a job working with some great groomers who helped me, and I was fortunate to have mentors and teachers guide me along the way. I would like to give a shout-out to Jay Scruggs, who was my first mentor. In 2012, I started competing in grooming competitions and placed with a Bichon. Now, looking back, I realize my journey was all meant to be. It definitely seems like dog grooming chose me.
We all face challenges, but looking back, would you describe it as a relatively smooth road?
I didn’t really want to start a business. I was still auditioning and wanting to be an actress, so that was my focus. I found a house in the Hollywood Hills for rent and there was a garage that was perfect to groom dogs in. So, I got a little bathtub from a groomer friend who was moving out of the state and got a table, and that’s how it all began. It was just so I could groom dogs a little before I went into work and on the weekends to make some extra money. But… I got fired! I got fired because I kept having to leave work to go to auditions. And it was the best thing that ever happened to me. I am so fortunate that I had this little garage set up in my house so I could stay afloat. That said, getting clients took a while. I passed out flyers at dog parks and asked friends to spread the word, and it was slow for a while. I groomed in my garage next to my car, so it wasn’t a big fancy operation. Then one day I was listening to music while I was blow drying a dog and her ears flew up in the air and I filmed it with my phone. I started making these slo-mo videos of dogs blowing in the wind to music, and the videos went viral. That’s how the empire began. Instagram put eyes on my little business, and people wanted to come over so much more after that.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Think of JRG as a daycare meets a cozy, comfy grooming salon. Our salon is cage-free, so your dog is always with one of us, even if they don’t like our jokes.
If your dog isn’t comfortable with other dogs, please let us know in advance. We may be able to schedule them first thing in the morning, so they don’t have to deal with an over-sharing poodle who won’t stop talking about her chicken allergy.
Every dog who comes over can enjoy a carefully curated space with their needs in mind. They can hang out in one of our Casper dog beds or one of our laps, they have access to fresh water, and not to brag, but we have Fresh Patch real grass so they’re always comfortable.
You’ll see what we mean when you walk in. There’s a big window where you can peek in and check out what the groomers and the dogs of the day are up to. Most dogs that are being groomed are not on a grooming loop; there are dogs happily lounging everywhere, and we always have music and aromatherapy to keep the vibe even calmer.
We limit the amount of dogs we groom in a day and space out appointments. If a dog is stressed out, we give breaks and use calm/confident energy techniques during the groom. All JRG groomers have been trained in the JRG way and embody the JRG values. Your dog’s comfort and safety are number one; you will get a consistently gorgeous haircut at every visit, and we will always prioritize communication with you.
When Jess opened JRG Larchmont, she wanted to create the same cozy home environment as her first location which was where it all started in her actual home. Can’t wait for you to see our one-of-a-kind salon.
Do you have any advice for those just starting out?
Have a ton of patience for yourself and for the dogs you’re grooming. It takes years to speak dog; it takes years to get good at your handling and technical skills. Having a positive mindset and positive self-talk is key. In general, your business is an entity that grows with you as you grow as a person. My biggest advice for business owners is having a really strong support team around you (business strategist, therapist, friends, etc) because having a business is really hard. The more you grow as a person, the more your business will grow. If anyone is interested in my JRG Business Magic Course, make sure you’re on my email list!
Contact Info:
- Website: www.jessronagrooming.com
- Instagram: @jessronagrooming
- Youtube: youtube.com/jessronagrooming
