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Name: The Gentle Groomer

Type of business: Dog groomer salon

Address: 510 Old Bridge Turnpike, South River, N.J. 08882

Telephone: (732) 257-9717

Web site: www.mygentlegroomer.com

Founded: 2006

Top officer: Laurie Conger, owner

How would you describe your business?

"We are a full-service pet grooming salon providing one-on-one service to puppies, pets new to grooming service, senior dogs, and special-needs dogs," said Laurie Conger, owner.

"We offer a unique environment specially tailored to provide a nurturing experience for your pet. Our full-service groom includes the following services: Toenail clip, ear pluck and cleaning, shampoo and conditioning treatment, blow-out and brushing by hand, and haircuts. As an extra, we also will provide deep conditioning paw pad treatment and teeth brushing. We use top shelf shampoos and cream rinses and organic products in our salon."

What makes your business special?

"Our unique environment. It is very calm. We work on appointment only. We offer a spa-like atmosphere with aromatherapy and canine lullabies. There is a true one-to-one interaction with all our dogs. We don't take on 10-15 dogs at a time with all the activity that can result. We generally see three to five dogs a day. We don't keep the dogs waiting in cages. Each dog has an allotted time and is worked on from start to finish. When we do it this way, it helps to partner with the pet owner with the care of their dogs."

What goals do you have for the business?

"To grow the business, but you don't want to get away from the basic concept of providing a calmer atmosphere so the experience is nice for the dogs and they like to come."

How has your business changed?

"I don't know that the business has changed from our original concept, but I hope we've made a difference for the dogs who have come here. Some dogs are not fond of being groomed and some have had bad experiences and have been tranquilized in the past. If the dog has had bad experiences so they are fearful, so you do what you have to do to keep them clean and healthy. Some dogs have been tranquilized at other shops before coming here. We work at weaning them off being tranquilized."

What was your most important deal?

"Every dog we groom is our most important deal. The dog's owner will tell others about us and it's the word-of-mouth referrals that have made us known for what we do and our individual attention. I'm very proud that my business is mostly word-of-mouth -- that someone told a friend about us."

What changes do you expect in the business in the next 10 years?

"In a different economy, I would have said, I'll see it grow. But my industry business is based on the popularity of various pets. If you don't have a high maintenance dog, you still get shorthaired dogs that don't need as much grooming. I'm not certain how the economy is affecting the breeds that people want. I would certainly hope for an increase for us in the future."

What is the most important thing you've learned in your business?

"I don't know that I've learned, but it's something I appreciate more, is the personal relationships you build with your client and their pets versus its being a business. There is more a personal and interactive aspect to it than I had in a corporate role for 20 years."

What advice would you give to someone considering your line of work?

"There are many salons that say they are offering training for this work. But I would suggest going for professional training from an established school. I went to Nash Academy and got a well-rounded education from them before I opened my business as a groomer. I believe a formal education is worthwhile."

Is there anything else you would rather be doing?

"No. It's not a glamorous profession or the most lucrative, but coming from a corporate environment for over 20 years -- which I don't miss at all -- this is what I want to do."