How I realised pet grooming could be a business – Adisa

Oluwashola Stephen Adisa, widely known as “The Pet Groomer of Lagos,” is turning passion into impact delivery, stress-free grooming backed by over five years of hands-on experience. As CEO of Smilez Grooming Salon, he is not just keeping pets healthy and stylish, but raising the standard of pet care and awareness across Nigeria. In this interview with KENNETH ATHEKAME, he shared how pet grooming became his path and the gap Smilez Grooming Salon set out to fill in Lagos. Excerpts:

From Kwara to Lagos, how did pet grooming become your path?

My journey started from a place of curiosity and passion for animals. I was born in Kwara State but grew up in Lagos, which really shaped my experience. I’ve always had a natural connection with pets, and living in Lagos exposed me to a lifestyle where pet care was becoming more valued. Over time, I saw an opportunity to turn that passion into something meaningful. What started as an interest gradually evolved into a profession and now a full business.

When did you realise this could be a real business?

I realised it was a real business when people were willing to pay not just for grooming, but for quality grooming. Clients wanted more than clean pets they wanted proper care, styling, and professional handling. That demand showed me this could grow into something sustainable.

Did people take you seriously at the beginning?

Not really. Many people didn’t see pet grooming as a serious profession, especially in Nigeria. But consistency, results, and professionalism gradually changed that perception.

What gap did Smilez Grooming Salon fill in Lagos?

We filled the gap for premium, intentional pet grooming. It’s not just about washing dogs it’s about detailed care, comfort, and a stress-free grooming experience. We also focused strongly on customer experience, which was lacking in many places.

How did you land your first paying clients?

Through consistency and visibility word of mouth, social media, and results. Once people saw the transformations, referrals started coming in.

What was the toughest challenge in your early days?

Building trust was one of the biggest challenges. Pet owners are very protective, so convincing them to hand over their pets to a new groomer wasn’t easy. Sourcing quality grooming equipment was also difficult at the time. Overcoming this required consistency, investment, and a strong commitment to quality.

How do you price your services in a growing market?

I price based on value, not just competition. The time, attention to detail, quality of products, and overall experience all factor into pricing. We’re not the cheapest, but we’re intentional about delivering quality.

What defines a great pet groomer in Nigeria today?

Patience is key. Every pet has a different temperament, so a calm approach is essential. Beyond that, skill and emotional intelligence matter. It’s not just about making pets look good it’s about handling them with care, building trust, and ensuring they feel safe.

What’s the most difficult pet you’ve handled?

I’ve handled very aggressive and anxious pets, especially those with past trauma. Different breeds come with different challenges.

How do you manage aggressive or anxious animals?

We focus on calm energy, patience, and gradually building trust. Sometimes, it takes multiple sessions. We never rush the process the pet’s comfort and safety come first.

What’s your most memorable transformation story?

Transforming neglected or severely matted dogs into clean, happy, confident pets is always memorable. The reactions from pet owners make it even more rewarding.

Are Nigerians taking pet care more seriously now?

Yes, definitely. There’s growing awareness around pet care, hygiene, and overall wellbeing. More people now see pets as family.

What do most pet owners still get wrong about grooming?

Many think grooming is only about aesthetics. In reality, it’s essential for a pet’s health skin care, hygiene, and early detection of issues.

How do you build trust with both pets and their owners?

Through consistency, transparency, and results. We communicate clearly with owners and ensure every pet is handled with care and professionalism.

How profitable is pet grooming in Lagos today?

It’s a growing and profitable niche if you position yourself well and maintain quality. Like any business, it requires consistency and proper management.

What are your biggest operating costs?

Equipment and quality grooming products are major costs. Power supply and staffing also add significantly. Running a standard grooming salon in Lagos comes with high overhead, especially when maintaining quality.

What are the main barriers to scaling this business?

A shortage of skilled groomers, inconsistent power supply, and limited awareness in some areas. Training and maintaining quality standards are also a challenge.

What trends are shaping the future of pet care in Nigeria?

Increased awareness, demand for premium services, pet wellness, and specialized grooming. People are investing more in their pets’ overall wellbeing.

Do you plan to expand, train others, or franchise?

Yes, expansion and training are part of the vision. I want to build a system where more people can learn the craft while maintaining high standards across locations.

What keeps you motivated after five years in the business?

The growth, the impact, and the vision. Seeing how far the industry has come and knowing I’m part of shaping it keeps me going.