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Hannah Richardson, a former executive director at Shenandoah Valley Animal Services Center in Lyndhurst, recently opened a pet grooming business in Crimora.
CRIMORA — There’s a new place in the Valley to pamper your pooch or feline friend.
Hannah Richardson, who has always been an animal lover, opened a pet grooming business on Tuesday called What The Fluff on Mine Branch Road in Crimora.
“I knew I wanted to work with animals from a young age,” said Richardson, 30, of Grottoes. “A background in animal rescue sparked my passion for combining animal care and community engagement. What The Fluff is the perfect opportunity to incorporate those two passions.”
Richardson’s passion for animals is more than fur-deep.
Although there is no state certification to be a pet groomer in Virginia, Richardson has taken pet CPR/first aid classes and is “Fear Free” certified. Veterinarian Marty Becker developed Fear Free in 2016 to help reduce a pet’s stress levels when they visit a groomer or veterinarian’s office by playing relaxing music, using pheromone diffusers, or other techniques.
Richardson said she wants to cater to each dog’s individual needs, especially those of timid dogs.
“Creating a positive grooming experience for each pet is my number one goal,” Richardson said. “Using various techniques, I will groom pets one at a time to maintain a calm environment and reduce anxiety in especially nervous pets.”
What The Fluff offers a range of services for cats and dogs, including nail trimming and de-shedding. Grooming sessions are tailored to each animal’s unique needs, with haircuts, baths, ear cleaning, and gland expression. Nail trimming costs $12, and the price of other services varies depending on the animal’s size.
Although she is focusing on grooming, Richardson also wants to educate pet owners on the best ways to groom their animals at home.
“My passion has always been helping animals in need, and opening What The Fluff is the ‘purfect’ opportunity to use my professional skills as a pet groomer to help those animals,” Richardson said. “I am very passionate about giving pet owners the skills and knowledge they need to provide a quality life for their pets. I look forward to hosting community classes about desensitizing your pet to grooming, etc.”
Richardson’s journey into professional dog grooming started three years ago when she began working at PetSmart at the Waynesboro Town Center. Unofficially, it began years before then.
A native of Salem, Richardson attended Blue Ridge Community College in Weyers Cave. After graduating in 2014, she attended James Madison University in Harrisonburg, where she majored in justice studies with an emphasis in global justice and policy.
Soon after graduating from JMU in 2016, Richardson planted roots in the Valley by serving as the executive director at Shenandoah Valley Animal Services Center in Lyndhurst.
“Working at the Shenandoah Valley Animal Services Center was one of the hardest yet most rewarding experiences for me,” she said. “It opened my eyes to the needs of animals in our community and instilled a passion in me to support pet owners in Augusta County on how to best care for their pets.”
While working at Shenandoah Valley Animal Services Center, Richardson formed relationships with employees at PetSmart. After two years at the shelter, she accepted a job offer from PetSmart and transitioned into grooming in 2021.
“It’s a great way to get into grooming,” Richardson said of her time at PetSmart.
Richardson had been considering opening her own business for a while, so she jumped at the opportunity when a rental space at Mine Branch Dog Ranch LLC opened about a month ago.
“It was a fast process,” Richardson said. “It was a hard decision to leave such good friends at PetSmart.”
Toni Stoltz, of Waynesboro, has been taking her 10-year-old dog, Enzo, to PetSmart to be groomed by Richardson for the past year.
“Enzo gets anxious, and getting him groomed has been somewhat a challenge,” Stoltz said. “Hannah is absolutely the best with him. Every time we leave, Enzo’s hair is flowing, and he looks like Fabio.”
Stoltz, who has already scheduled an appointment, will take Enzo to Richardson to be groomed in the future.
“Hannah is very kind, not only to the animals but to me,” Stoltz said. “She’s always so pleasant.”
Richardson is excited about teaming up with Tori McWhorter, the owner of Mine Branch Dog Ranch LLC, a dog-boarding business in Crimora.
“This has been such a fantastic opportunity for me to grow and learn from Tori,” she said. “Tori has built an incredible business from the ground up, and having her knowledge and guidance for my new business is invaluable.”
Mine Branch Dog Ranch LLC, located at 232 Mine Branch Road, has been family-owned and operated since 2010 and has been named one of the Valley Favorites three times.
“Since childhood, I’ve worked with and learned the dog language of love and a true understanding of adjusting to each pet’s personality,” McWhorter said. “To find someone like Hannah, who is not only trustworthy and responsible but has ‘the pet passion’ is fantastic. I’m excited and thankful to have her join me. Many people do not realize that in the pet industry, many can show a ‘certificate’ or ‘license,’ but that does not offer what’s truly needed, nor, most importantly. The passion, patience, and understanding of true love for that animal in your care makes you a professional.”
Located beside Mine Branch Dog Ranch LLC, owners boarding their pets can easily have their furry friends groomed at What The Fluff during their stay by contacting Richardson.
“I was terribly excited when I heard Hannah was opening her business at Mine Branch Dog Ranch because that’s where we board our dogs when we go away,” Stoltz said.
As a former businesswoman, Stoltz is glad to be able to support a business owned by a woman.
“I’m thrilled that Hannah has her own business and hopes everyone supports her,” Stoltz said.
Richardson said she is excited about her future as a business owner and pet groomer and looks forward to giving back to the community.
“It’s been great so far,” she said. “It’s been going really well, and I have been busy.”
Stoltz thinks that will continue.
“I know she will do really well,” Stoltz said.
Follow What the Fluff Pet Grooming and Mine Branch Dog Ranch on Facebook for updates. To schedule a grooming appointment, call (540) 266-4396.
Derek Micah Armstrong
(540) 932-3556
darmstrong@newsvirginian.com
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Hannah Richardson, a former executive director at Shenandoah Valley Animal Services Center in Lyndhurst, recently opened a pet grooming business in Crimora.
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