Greta Wilson and Harmony Brown launched Suds & Snouts LLC in Farmington in 2026 to create a great pet grooming experience for both dogs and their owners. The company operated out of Greta’s home until July, when the pair moved into their own building with help from The Loan Fund.

Greta said that when it was time to take the leap and form their own business, expand their inventory and equipment, and move into a storefront, she found The Loan Fund during an online search.

The Loan Fund is a nonprofit Community Development Financial Institution (CDFI) that provides flexible financing to small businesses and nonprofit organizations across New Mexico. It specializes in supporting those often overlooked or turned down by traditional banks and lenders.

“We did try our bank in town, but they wouldn’t do a startup loan,” said Greta. Harmony added, “But (The Loan Fund) officer was extremely helpful and very communicative. They made the process extremely easy for us.”

Building on Experience

Suds & Snouts offers a full range of grooming services, from bath-and-brush services and full haircuts to nail and ear care, de-shedding and specialty trims. Together, the business partners groom about 40 dogs weekly, drawing on their experience with canines.

Greta, who is originally from Minnesota and came to Farmington to marry her fiancé, attended grooming school in the Midwest and had previously created a business there. During high school, Harmony worked for a veterinarian. After graduating, she began bathing dogs for a groomer, then apprenticed with the business owner and eventually began building her own clientele.

“We had a meeting of the minds and decided to do it on our own,” Greta said of her partnership with Harmony. The two had worked together for about six months at another area grooming business before starting their own company.

Suds & Snouts sets itself apart from the local competition by creating a comfortable, calm environment for dogs, which also helps put owners at ease. Dogs typically spend no more than two hours at Suds & Snouts, unlike at some grooming businesses where dogs may stay all day. Some grooming businesses also place dogs in kennels. Greta and Harmony keep the dogs in the grooming room where stress is minimized.

Marketing relies on an active social media presence and word-of-mouth referrals, which have helped to continue growing the business and attract loyal customers.

“If we tell one client, or one person and they become a client, usually their whole family eventually becomes our client,” Harmony said. “Word-of-mouth as well has really been like a blessing to us.”

The company is tapping into the booming U.S. pet grooming market, which was valued at $2.06 billion in 2024, and is expected to reach about $3 billion by 2030, according to market research firm Grand View Research.

Startup Advice

Greta has advice for other startups. “Definitely believe in yourself and stay true to who you are, and you’ll get where you want to get,” she said. “As long as you put in the work, it’ll work out for you.”

Harmony added, “Consistency is key.”

Learn more about The Loan Fund, and find Suds & Snouts LLC in Farmington, New Mexico.

Original article courtesy of The Loan Fund.