There is no such thing as a luxury groom
When speaking to pet parents, we often say: there is no such thing as a luxury groom.
There is only a good groom and a bad groom.
A good groom is one where the dog leaves happier than they arrived, or at least neutral. Where the person holding the scissors is calm, trained, and paying attention to the dog in front of them: their personality, their body language, what they're finding difficult that day.
A bad groom is one where none of those things are true. Where a dog is rushed. Where a coat is shaved instead of maintained. Where a nervous dog is restrained instead of understood. Where a groomer is under pressure to finish so the next dog can come in.
The pet industry, and grooming in particular, has become associated with the word luxury. But a dog feeling safe, understood and properly cared for is not a luxury. It's a necessity and a part of what responsible grooming actually is.
What pet parents should actually look for
If you're choosing a groomer, or reconsidering the one you use, here are the things worth checking.
Qualifications. Grooming in the UK is largely unregulated. Anyone can call themselves a groomer after a short online course. Ask about formal training, ICMG (International Certified Master Groomer) is the highest professional standard internationally and membership of BIGA (the British Isles Grooming Association) also signals a serious provider.
Time. How long does a groom take? An experienced groomer working properly on a medium-sized coated dog takes 90 minutes to two hours. The faster the groom the more likely something is being skipped.
Handling. Watch how the groomer approaches your dog on the first visit. Do they greet them calmly? Do they let the dog come to them? Do they explain what they're going to do? A good groomer treats the first meeting as trust-building and getting to know your dog.
Aftercare. A good groomer notices things a vet might miss. Skin changes, lumps, ear infections, tooth problems. Ask whether they'll mention anything they've noticed. If they only ever hand your dog back without a word about what they've seen, they're missing half the job.
Breaks and outdoor access. Grooming takes time, and many dogs need breaks. Does the salon have an outdoor play area where dogs can go between stages, stretch their legs, and reset? Small thing, big difference to how a dog feels by the end.
A quiet room for dogs that need one. Some dogs - nervous, older, easily overwhelmed - do far better in a more private space. A good groomer will have a private, quieter space for these dogs rather than forcing them to cope in a room they don’t feel comfortable in.
Hypoallergenic products. Sensitive skin, allergies, and coat conditions are more common than most pet parents realise. Ask whether the salon carries hypoallergenic shampoos and conditioners as standard.
Environment. Air conditioning matters - grooming rooms get hot, and hot dogs get stressed. CCTV is also worth asking about, both for safety and for transparency. A groomer with nothing to hide won't mind you asking.
The finish is not the point
Aesthetics matter, of course they do. But what matters more is how a dog feels during and after a groom. Most dogs don't really enjoy being groomed, they tolerate it and that's the honest truth. But the ones who have positive, patient experiences accept it with far less anxiety and stress.
If you'd like to book a groom with us or visit or grooming rooms, come and find us on the King's Road. 🐾