Emily St. John, owner of Wink Dog Salon, poses for photo with her team, Monet, and Miranda, inside the grooming salon next to their lit marquee with salon name. She is also holding her small dog, Tig. — *When I was planning my move to Walnut Creek last year, I started to researching other pet professionals in the area. I visited* *Wink Dog Salon* in downtown and introduced myself to Emily St. John, whom I liked immediately. We kept in touch and she started to refer me some clients and we collaborated on my Gratitude Giveaway to celebrate my first year in business.

Emily St. John, groomer, standing at a grooming table in a competition hall. There is a poodle on the grooming table in front of her. — *Emily at a grooming competition!*

How did you get into dog grooming?

I loved animals and always wanted to work with them. I volunteered and worked at shelters, and then tried out being a vet tech but learned that the clinical side was not for me. After that I worked a variety of jobs in different industries while trying to figure things out. Then one day, I met a woman with a Bichon Frise that looked like a floating cloud - it was the cutest thing I’d ever seen. I was struck and intrigued. I started chatting with her about the dogs, grooming, showing, etc. I didn’t know you could do that and wanted to be able to do that. That’s when I had my epiphany that I could work with animals in a non-clinical setting.

Not too long after, I learned about a grooming school in Oakland. When I completed my schooling, I lucked into a great bathing and grooming apprenticeship in a San Francisco salon (Healthy Spot) at the beginning of the pandemic. Once I finished there, I followed my instructor, Cindy, when she opened up her own salon, Tilt Pet Spa.

Once I got started, I loved grooming. I would work all the time to learn on friend’s dogs, different coat types, breeds; if I was scared by the dog, it was also exciting. I invested in a lot of continuing education. When I get interested in something I go all in.

How long have you been a dog groomer?

7 years. At Healthy Spot, I was promoted to a salon lead and then quickly to a grooming instructor. I love teaching. Afterwards, I continued at Tilt Pet Spa until I left to open up Wink Dog Salon on Dec 1, 2023. It is my first business.

What do you enjoy most about grooming?

I love working with the more scared and anxious dogs or non-trusting dogs. They excite me the most because I love showing them that grooming doesn’t have to be a scary experience and that touch doesn’t have to be scary. I love seeing them go from shaking from nerves and fear to having zoomies in my salon.

What is the most challenging part of your work?

My biggest desire is to continue competing and excel. So the biggest challenge is finding ways to improve my own skills because it’s hard to find dogs to groom that I’m able to compete with. Dogs must be AKC breed standard and there are yearly timelines for competition. I do as much as I can with getting continued education and hands-on learning. I love attending shows and competing with wire-haired breeds. In order to be a competition worthy dog, the pup must have a perfect coat. That means the client has to agree to upkeep and bring the dog to me for proper grooming from puppyhood.

Business-wise, my biggest challenge is creating a balance so that I’m not getting burnt out and able to give the best possible care to my clients and their dogs. It’s a fine-line between not overworking myself and taking care of my dogs in a timely manner. There’s only one of me and I wish I could clone myself. I would love to have an apprenticeship program to train aspiring groomers. My current location is a great starting place although I am limited in how much I can expand my team here. I want to be able to take more clients and their pups.

Monet, bather at Wink Dog Salon, at work with a pup in the bath bin. — *Monet, power bather!*

You’ve grown since we first met. Who is on your stellar team?

Monet is my “power bather” - she is absolutely phenomenal. She had previous experience at another salon and has been amazing with the dogs.

Miranda is my new groomer and has been a great addition to the team. She came with a couple years of experience at another spa. We all get along so well and I’m so excited to see where we go and how we grow.

What makes Wink Dog Salon different from other dog grooming salons?

I can absolutely say that the dog’s comfort the entire time is my absolute priority. If I’m working on your dog, that is 100% your dog’s time. I don’t use a kennel unless the dog is super anxious or aggressive. I groom every dog the way I would want mine groomed. Also, I’m more than likely singing and dancing while grooming your dog! I promise a safe environment. I have always been in customer service and understand that communication goes a long way. I want to know what my clients want and like and how I can improve.

Miranda!

What is something you wish more dog parents knew about how to prepare their dogs for their grooming appointments?

The first thing that comes to mind is to get their puppies into a grooming service as soon as they get their shots. As early as 4 months. Set them up with an initial appointment; I offer the “Tidy Up” service. If you have a good experience with that groomer, then set up the grooming appointments for the rest of the year. Do not wait until they’re older and potentially scared of grooming. If you don’t have a good experience, please find a good groomer.

What is your favorite grooming service to do for clients? Why?

I love an amazing breed standard groom - the beautiful coat groom - and I really love doing big de-sheds because I get to sit and zen out and then see a transformation after a beautiful blowout. I’ll be there in your dog’s hair having the time of my life. Going from coarse messy hair to soft silky and hair

What grooming service do you wish more clients would do with their dog? Why?

Introduce nail grinding early on instead of nail clipping. Nail grinding (using a dremel) promotes healthy nail and quick growth and allows for trimming the nail shorter without battling the quick. Nails are sometimes the most terrifying part of the grooming for the dog. Dogs can get very stressed and if that happens, I will stop and not proceed. Or find an alternative that works for the pup.

As a dog groomer and dog mom yourself, what is your top advice to dog parents when they’re researching a dog groomer for their pups?

Don’t just go based on reviews. Actually have your own personal experience with either the establishment or groomer. Don’t base it on social media. People usually either tend to post a good or bad review. There’s nothing really in-between. You can be with a different groomer at the same location and have a completely different experience. Groomers have different styles of communication and grooming - just like clients have their own preferences. Some don’t want too much communication, so it’s important to have a good fit. Call and talk to get a vibe from the groomer. Do they make time for you? Do they sound stressed? Groomers are constantly battling the clock to get services done.

And most importantly, your dog must feel safe with the groomer.

An homage to Emily’s dad

Why the name Wink Dog Salon?

The image of the Truck is inspired from her dad renovating vintage trucks. I have a memory with his renovated truck that was orange and painted with stripes that he named “Wink” - I also remembered how happy he was. I also love vintage trucks. Dad didn’t let us have animals because we lived in apartments but I’d sneak in animals. The puppy at 3:30 am and dad was awake in the apartment. Negotiated with him. Dogs loved him even though he wouldn’t admit that he loved dogs. Tough guy persona. Always envisioned him having a dog in the back of a truck.

Who is your pup?

Tig is a Jack Russell/Beagle mix. Before I was a groomer, I was looking for a senior husky because I didn’t want a puppy. I visited a rescue and walked past “Sora’s” kennel, who was shivering in her pee. I thought she was a female because of her name. Sora slowly walked over to me and I asked to see her (him). Sora hugged me and nuzzled so hard into my neck that I just knew. I renamed him “Tig.”