1. S
an Diego’s relaxed, California-cool
vibe is the cornerstone of the city’s
culture. In smaller neighborhoods
within the area, the laidback at-
mosphere embraces upscale chic, while
leaving any trace of an ego at the city lim-
its. Located in the middle of San Diego,
Hillcrest is one neighborhood comprising
all that is unconventional; yet, as the epi-
center of the city’s lesbian, bisexual, gay
and transgender (LBGT) community, it is
also welcoming to all, including its furry
canine and feline residents.
A few streets away from the city’s cen-
ter sits Bow Wow Beauty Shoppe, a retro,
1950s-inspired pet grooming salon and
boutique. Leel Michelle, who is known
simply as Ms. Michelle to her clients,
opened the 1,100-square-foot space in
2006, after deciding to invest in her own
business and discovering a real-estate op-
portunity in the artsy neighborhood. By
launching Bow Wow Beauty Shoppe, Mi-
chelle was able fulfill two childhood am-
bitions: becoming a professional artist or
veterinarian—with one change. “When [I
was] old enough to realize that I love ani-
mals, and I didn’t want to see them hurt, [I
realized] this is the next best thing [to be-
ing a veterinarian]. We get to care for them
and make them look fabulous,” she says.
Bow Wow Beauty Shoppe’s entrance,
with its a pink and white checker-pattern
floor, is reminiscent of a beauty parlor
from a bygone era when glamour was
queen and putting one’s best face—or
paw—forward was priority.
But it is not all about looking good. The
store’s Bow Wow Treat Bar offers indul-
gences that dogs will find delicious and are
also fun for pet parents to choose. Large
glass jars contain dog treats such as deer
bones, Greenies, Bark Bars, duck strips,
venison and bully sticks, and chicken and
rice poppers that are neatly displayed on
a light pink and mint green shelf. Other
delicious and exquisitely crafted goodies,
including the shop’s gourmet celebration
cakes, cannoli, truffles, tartlets, cookies
and cupcakes are stored in self-service
retro refrigerators or elegant cake stands.
Michelle seeks to make all of her cli-
ents feel special, leading her to also carry
party-animal staples such as traditional
cone-shaped party hats, birthday toys and
Bowser Beer for Dogs. Using a local baker,
Michelle has also designed a few of the
cakes that are available exclusively at Bow
Wow Beauty Shoppe, including a wedding
cake and bone-shaped cakes in pink and
RetroGlamour
Bow Wow Beauty Shoppe’s Leel Michelle brings a fun, chic retro
style to pets in San Diego's hip Hillcrest neighborhood.
By Dorothy Crouch
30 The Pet Elite /// WINTER 2014 www.thepetelite.com
Retailer Profile
bowwow beauty shoppe: San Diego

2. 32 The Pet Elite /// WINTER 2014 www.thepetelite.com
green, and blue and green. The shop’s
staff will also select, wrap and deliver
gifts for local pets, a service that starts
at $75.
Inside the boutique area, clients
are greeted with a chic collection of
pet clothing, accessories and indul-
gent beauty products. Strands of faux
pearl collars are available in hues of
pink, blue, lavender and white, for pet
owners who prefer the classic style of
Jacqueline Kennedy Onassis or Au-
drey Hepburn. To ensure their clients
are wearing the trendiest threads, Bow
Wow Beauty Shoppe sells fashion-
able, quality pet apparel, collars, har-
nesses, leashes and accessories. The
boutique’s offerings include dresses—
some featuring delicate tulle-trimmed
skirts—hooded onesies, neckties and
shoes, including Converse-style sneak-
ers. Products by brands such as Pet
Flys, DOGO, Diva Dog, Planet Dog,
Puppia, Gooby and Pet Head line the
shelves with the latest fashions and
luxurious beauty products.
Michelle’s twist on classic style ex-
pands beyond the products offered.
While the full-service pet salon offers a standard bath and blow
dry, it bypasses traditional pet bathing by adding cologne or
perfume to the standard shampoo, conditioner, blowout, brush-
ing and ear cleaning. Bow Wow Beauty Shoppe also offers den-
tal cleaning—with or without anesthesia—manicures, pet-safe
fur coloring, trendsetting styling and a blueberry facial for the
ultimate pampering experience. South Bark, a self-service dog
wash, sells the Blueberry Facial formula that has become a Bow
Wow Pet Shoppe signature. “I found this product at a show
when I first started [and wanted to try it] because it was created
by a neighbor and I like to support my local neighbors. Not only
does it smell good, it cleans really well,” Michelle says.
Above and Beyond
Michelle plans on expanding her reach by branching out into
other avenues of pet care, but the timing must be right for ex-
pansion. “I’ve toyed with additional locations or a dog groom-
ing school, but within any geographical area, you are limited by
the population,” she says.
While a beauty school might not be in the immediate future,
Bow Wow Beauty Shoppe offers apprenticeships, at a tuition cost
of $3,000, which covers the four- to six-week schedule of eight-
hour days, five days per week. Recalling a certain apprentice, Mi-
chelle says, “After one week here, she learned more with us than
eight months [working as a bather] with a corporate store.”
Michelle’s next venture will be to manufacture her own line
of vintage-inspired grooming attire. “I’ve designed a very cool
line of grooming wear,” she says. “It gives a waist and looks like
a bowler shirt. The type of material allows fur to fall off easily,
while looking cool and stylish.” Priced at $45, the shirts will be
available for men in combinations of black and blue, or cream
and black. Women’s styles will be offered in pink and black,
lavender and black, or turquoise and black. The line will also
include cargo shorts and Capri pants.
In addition to stylish work wear, Michelle is scheduled to re-
lease a line of grooming kennels designed to be more inviting for
pets and will put parents at ease. Using a tempered glass front,
removable walls, plastic grates, locks and ventilation holes, she
hopes to bring to the market a kennel that is comfortable, easy
to clean and more palatable to pet owners than kennels with
bars.
At the shop, however, Michelle’s goal remains to maintain
a fun, comfortable environment that forges creativity for all
clients. She sums it up by saying, “Cute pet products should
be available to everyone, and there is something for everyone
here.” tpe
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