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Business & Tech

Lola & Penelope's Caters To Your Best Friend

This pet boutique features food, accessories and spa services.

For the past six years, Lola & Penelope’s Premiere Pet Boutique & Wellness Center in downtown Clayton has been providing pet parents with products and services to care for their fur-kids.

We spoke with founder and owner Carol Will about her store.

How did your business get started?
I was in corporate world, business-to-business, in the telecommunications industry for 25 years. I wanted to do something different, so when talking to people, I learned that if you’re going to run your own business, make sure it’s something you really love; and I love pets.

I was just thinking about the type of things I wanted for my pets that I couldn’t find anywhere, so that’s why I started Lola & Penelope’s, offering high-quality, unique items, and it grew from there.

Once we opened the doors, people wanted food options, full-service grooming and other supplies. Now, our business is one-third grooming and spa services, one-third natural food and treats, and one-third boutique items such as collars and really nice beds, coats and kennels.

How would you describe your business to potential customers?
We’re the shop for the pets that you love because we have everything that you would ever want or need, such as extra-special collars, extra-special food and excellent grooming—some of the best in the city.

What do you offer that’s different or unique?
Compared to other pet boutiques, there really aren’t too many other boutiques around like us.

We probably have the best selection of the boutique items of beds, collars and coats.

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In grooming, we do more of the breed-standard cuts than other places around. The customers that come here want their pets to be true representations of their breeds. We do spend the time to make sure we do the maintenance they deserve. For example, we make sure a golden retriever has silky, flowing hair, not dry and dull hair.


Where did the name of the store come from?
Lola was a cat I had for 18 years, and she was very special to me. Penelope was my very first dog who was a very active hound dog, always ready to go outside and get going. Lola was a princess of a cat.

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They represent the two elements I wanted to cover in my shop: those extra special things for a princess (and prince), and what you need to keep your pet active and healthy.

When I first looked at the site, with the two levels, it clicked: The upper level is for spoiling and the lower level is for good health, happiness, robust and playfulness.

What is it like running a small business?
It’s not for the faint of heart. You definitely have to maintain focus because it’s with you 24/7.

I like that I can make rapid decisions and can respond to market changes quickly. We’ve been here six years, and the business took a right-hand turn into selling more food than I originally thought we would sell. So, I had to adjust quickly to the market demand of my customers.

I try to keep our food and treats all-natural. The all-natural pet food market is the largest growing segment of the pet-care business.

What is most challenging about running a small business in this economy? 
Inventory.  You can’t keep your store fully stocked in every area. So in what areas do you keep a heavy level of inventory? What will slow down? Will customers stop feeding pets high-quality foods? Will they stop buying high-quality collars? Will they cut down on grooming?

What is the future of small business in Mid-County in St. Louis?
It’s gonna be tough. We just have to keep doing the things we’ve been doing the past three years. You have to choose wisely where you put your advertising dollars and what you have to do to keep customers coming in and attracting new customers.

It also depends on where you are in the market. For us, all-natural (human) foods and all-natural pet foods are here to stay. People treat their pets like family.

Please share one thing you wish you'd known when you started out.
I did a lot of negotiations in my prior job and thought I was good at negotiating and getting to the details. But I really found out that you have to do a lot of research, from signing the lease to keeping contractors in line, buying merchandise and dealing with return allowances. The details of the business can get you.

Also, pick your business associates very wisely.

 

WHAT

Lola & Penelope’s

WHERE

7742 Forsyth Blvd.

HOURS

Monday to Friday, 10 a.m. to 6 p.m.
Saturday, 9 a.m. to 5 p.m.
Sunday, 11 a.m. to 4 p.m.

MORE INFO

314-863-5652 or lolaandpenelopes.com

Coming Aug. 12: A profile of Avani Day Spa in Frontenac.

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