Jess Rona
Celebrity Dog Groomer
Jess Rona, Celebrity Dog Groomer
We talked with Jess about her background in improv, the time she accidentally dyed a client’s Pomeranian Smurf blue, and the energetic-based grooming technique she pioneered that makes even the most anxious of pups putty in her hands.
We’re huge fans of your aesthetic – your dog salon is next level. Who designed the space? What was the inspiration?
That was all me, baby! I hired a team called Art Mafia to help bring my vision to life, but I designed the space. Before I opened my shop, I was asked to do a Katy Perry music video called “Small Talk," and the shoot was in this mid-century house deep in the Valley that was full of all this kitschy, cute artwork. One of the shots was Katy in this iconic gold suit with dogs all over it, standing in front of a wall of vintage dog show trophies. I was like, “This is exactly the aesthetic I want.” Glam, gold, vintage ‘50s and ‘60s. So I built out the space just going to flea markets, Etsy, eBay…anywhere I could find vintage.
Describe it for us.
I started my business in my garage, and I wanted the brick and mortar space to be like the garage 2.0 – a space where I could be really intentional and curate the most beautiful gallery wall of dog portraits. It took about two years to complete. We had a custom poodle wallpaper made – I wanted it to look like wallpaper from the ‘50s. None of the pictures have glass because we shoot a lot of content, and I don't want glare from the lights. And then there's dogs running around so if, God forbid, something falls, I don't want it to break. It's almost like a set.
When did you start grooming dogs? We’d love to hear the origin story.
I've been acting and doing improv comedy for years – that’s always been my first passion. I started a dog grooming business in my garage as a way to pay my bills while I pursued acting. I've always had this itch to create and to make movies, but before the iPhone came out I never had a way to do it. But with the iPhone I finally had a creative outlet. I’d blow dry dogs in my garage while listening to music and their ears would fly up in the air in time to the music and I’d think, “Wow, this is really epic right now. It’s iconic.” So I’d grab my phone and start filming.
This was back in the early days of Instagram – when videos were new, before there was a slo-mo feature, way before Reels. There were no editing apps, so I had to find a way to time the flow of the dog’s hair to the crescendo of the song. It would take me so long to get it right – I’d redo it, and redo it, and redo it until the song matched. But making these videos was so enjoyable for me, and they caught on, and then they went viral.
That's when everything started to change for me: I realized maybe I need to take a break from acting while I rode this wave. Before that I always hid the fact that I was a groomer. I would never tell people in my improv class or my day-to-day life. I only wanted to be known as an actress or a comedian, so I just didn't want to tell anyone. But then I had to because I was starting to become proud of this thing I was creating. And I was shot out of a cannon. I was on the Today Show, I was featured in all these magazines – it was an explosion. So I thought, “Okay, this is my avenue for now.”
I’d blow dry dogs in my garage while listening to music and their ears would fly up in the air in time to the music and I’d think, “Wow, this is really epic right now. It’s iconic.” So I’d grab my phone and start filming.
"There's a fine line between gentle handling and a confident energy – you need to have a firm touch in order for a dog to feel like you’re in charge."
Tell us about the “energetic-based grooming technique” you pioneered. What is it? How did you come up with it?
I worked in a bunch of shops before I opened my salon in the garage, and I noticed that when I would groom a dog it would be fine and calm and happy – but then another groomer would groom the same dog and end up fighting it. I remember thinking, “Oh, they should just do this and this and then they’ll be fine.” It was so intuitive to me.
I was never able to put it into words until I created a course about it [The Many Faces of JRG]. The concept is to look for behavioral cues to respond to with gentle and confident touch. Make the dogs feel like they're seen and heard and taken care of – and like you have their best interests at heart. Then you’ll gain their trust, and a trusting dog is a calm dog.
When I was working in the garage, my dogs would be hanging out and sleeping; I realized other calm dogs created a calm dog on my table. Knowing that I was able to create a calming environment helped shape the way my brick and mortar was built. I purposely didn't buy an existing salon because I didn't want the energy of anyone else's salon in my space. I wanted to create new memories for all my clients. I wanted to create an environment where dogs felt safe and comfortable. So no cages. It’s really cozy – they can sit on the couch. And we don't groom a lot of dogs per day. We really prioritize how each dog feels.
What's the most important quality a dog groomer should possess?
Each one of my employees has taught me so much. They've all been my teachers. There was one girl who was too soft in her handling and the dogs would just be crazy. There's a fine line between gentle handling and a confident energy – you need to have a firm touch in order for a dog to feel like you’re in charge.
The groomer who would have a hard time with the same dog as me back in that salon I used to work at – he had an anger problem. He would just get frustrated instantly. One of the key components of my energy course is to not have an opinion or to judge a dog's behavior. You have to stay neutral, because the minute you show a dog your frustration or your anger, you're seen as weak.
Aesthetically speaking, what's the most outlandish or weirdest thing you've been asked to do – or have done – to a dog?
One is a big mistake I made that was also aesthetically different. I used to groom Jeffree Star’s Pomeranians and he asked me to dye one of them like a sunset. It was beautiful – like a pastel yellow fading into an orange fading into a pink. I put little jewels in her hair and it was just so pretty.
The next one he wanted dyed in cool pastels – like greens and blues. I had a friend visiting, and I was a little distracted, and I took Smurf blue dye and put it right on the dog – just squirted it all over it. It was not pastel. I mean, it looked cute, but it was not what he wanted. And Pomeranians don't shed like other dogs – they’re double coated, which means they don't regenerate their coats as often as other breeds. He [Star] was very wonderful and gracious and sweet with me; he never got angry. But it took two years for the dog to grow out.
When it comes to coloring dogs, it sounds like you're for it as long as the dyes are safe and dog appropriate?
Now I don't really like to do all-over-dye because dogs are absorbent through their skin, which I didn't know at the time. That's why we put flea meds on their back – their follicular muscles move and distribute the oils. So now I'll dye a tail, or I'll do ears or make little leopard spots, but I avoid all-over-dye. Dye shampoo is fun – it creates a wash of pastel on the dog but isn’t permanent.
Is there a certain dog breed that's historically difficult to groom?
I think it depends on which groomer you ask. For me, I’ve always struggled with Wheaten terriers, big terriers, like, Kerry Blues and Wheaton. They're just very difficult for me to groom. Sheepadoodles – they're like Old English sheepdogs and poodle mixes – tend to be crazier than like other types of poodle mixes. Doodles are so popular right now because everybody thinks they're hypoallergenic. But they can be a crazy handful if they're not bred right.
You have dogs at home, right? Are they impeccably groomed?
I have two dogs, Chupie and Meemu, and both of them need grooming so badly. I was just thinking, “When can I fit them in for haircuts?” It’s so bad.
On the job, I'm assuming you've experienced a gauntlet of being pooped on, peed on, the works?
Yeah, the worst is when a dog has diarrhea right after the bath and you're blow drying it. And we use a force dryer, so that shit gets everywhere. Literally.
How often should dogs get their nails clipped and coats washed? How much is too much when it comes to grooming?
I don't think there's too much. I recommend getting your dog groomed, on average, once a month. The key is to make sure that their coat is hydrated. People don't understand that once you wash your dog, you're stripping their natural oils away and they can become itchy. It's just like washing your face without using any moisturizer. Dogs can scratch, and it can create issues. So a lot of these issues are created by dry skin. You can bathe and groom dogs often, but you just have to rehydrate the coat with conditioner and oils.
What's your take on dental hygiene?
For it. I recommend a vet-guided, anesthesia-free dental cleaning every six months and then going under anesthesia for a deep clean once every one to three years, depending on the dog. Dogs with smaller mouths need more dental work than dogs with a longer muzzle – there's just more space – so smaller breeds tend to have dental issues. It also depends on how much maintenance the parent is doing. Are you brushing your dog's teeth every day? Like who does that? If you're doing that, then you're fine.
What inspired you to add an educational component to your work?
Teaching has been so rewarding and fulfilling, and I wanted to reach more people. I also wanted to create another income stream; if I rely solely on my physical labor to make money, it's just at such a limit. I’m 44, and I’m ready to move on from grooming every day. It's a lot of work. It's physically challenging.
Are you gearing the courses toward working or prospective groomers, pet parents, or both?
Both. Everyone. Most of my courses are geared towards working groomers, but I do have a lot of pet parents who take my courses so they can learn and get better. I'm going to have a subscription based model. And I'm also going to have a back to basics course for anyone who’s been grooming dogs for five years or less. I have a course for pet parents who want to learn how to take the best care of their dog between grooming. It doesn't replace grooming completely – I don't go deep into how to cut and style hair – it's more like nail care, ear care, dental care, how to wash your dog and keep them clean and mat-free.
"Dogs teach me to be in the moment and to just completely stay present. They make me feel so much love and gratitude for what I have."
Are you aware of any meet-cutes that have happened in your salon, between dogs or pet parents?
I don't think so, unfortunately! I've had little crushes on some of my clients though. I'm like, “Bo’s dad is hot!”
Do you find that dogs look like their parents – or vice versa?
Totally. You saw my poodle. He looks exactly like me.
If the story of your life is being made into a movie, who's playing you?
That’s such a hard question! Maybe Ilana Glazer? You know, like a funny, messy, chaotic girl who slowly gets her life together.
How does living and working with dogs enhance your life?
Dogs teach me to be in the moment and to just completely stay present. They make me feel so much love and gratitude for what I have.
Photos by Cara Robbins for Kismet
Where my dogs at?
