Pampering Pets With A Personal Touch
Victoria Gutierrez. Photos by Jennifer Marquez
By Lily Allen-Dueñas
In homes across Des Moines pets are cherished members of the family, something that Victoria Gutierrez embraces with open arms—and paws! —at her salon, Grooming by Victoria. Here, each pet receives the kind of pampering and love usually reserved for humans. From working as a veterinary assistant to launching her own business, her love of animals is at the heart of her work.
Gutierrez’s entrepreneurial spirit was kindled early by her mother, who ran a successful cleaning business from their home. This experience showed Gutierrez the ropes of running a small business and sparked a deep-seated desire to create her own. “I always knew I wanted my own business,” she shares.
Gutierrez grew up in St. Charles, a small town in Central Iowa, after her family decided to move out of the city for a quieter life. “Even after traveling to different states and countries, I will always choose to come back to our Midwest home,” she shares, appreciating the sense of community and the opportunities it provides. “I decided to open a business in Iowa after seeing my mom start her own successful business in Des Moines.”
A Passion for Dog Grooming and Pet Care
Her professional life took a pivotal turn at All Pets Hospital, where she worked as a veterinary assistant. It was here, amidst the daily challenges, that Gutierrez found her true calling. She began working at All Pets Hospital at the age of 18, embarking on what would become a transformative year and a half, and kick-starting her career. As she honed her skills as a veterinary assistant, she ultimately recognized her passion for grooming. Handling stressed or aggressive dogs showed her the profound impact of compassionate grooming. “Grooming isn’t just part of my job, it can be a profession,” she realized, sparking the idea that turned her skill into a business.
Driven to refine her skills, Gutierrez enrolled in a pioneering program at Des Moines Area Community College and received her Professional Dog Grooming certification. She learned new scissor techniques, advanced grooming skills, about various dog breeds, and the newest industry terminology. “It changed my life,” she reflects on her training, which sharpened her grooming techniques and prepared her to take the entrepreneurial leap, building her customer service skills, appointment scheduling, facility sanitation, and maintenance.
Despite the challenges of transitioning from employee to entrepreneur, Gutierrez’s determination didn’t fade. Her journey was marked by practical challenges, like setting up her business structure and securing a location. “One of the biggest challenges was not knowing where to begin. I spent months researching because there wasn’t a simple step-by-step guide for opening a dog grooming salon. But once I got the ball rolling, things began to fall into place.” She took proactive steps by consulting an accountant and establishing an LLC, which helped pave her path. “Do the things. Don’t just think and say it,” was her approach to starting her business. In April 2024, she opened Grooming by Victoria, at 503 Euclid Avenue in Des Moines where she makes every client—furry or otherwise—feel right at home.
Serving Des Moines’ Latino Pet Owners with Expert Care
Gutierrez’s Mexican American heritage enriches her business, allowing her to connect uniquely with Des Moines’ vibrant but underserved Latino community. “I can explain exactly what their pets need in Spanish. I don’t know of any other groomers who can do that,” she says. She draws on her background as a veterinary assistant to not just groom pets but to let their owners know if there might be any concern or reason to book an appointment at a veterinary clinic. This dual ability to care for pets and advise their owners not only sets Gutierrez apart in the grooming industry but also deepens the trust and reliance her clients place in her expertise.
Looking ahead, Gutierrez is eager to inject even more creativity into her work by incorporating artistic grooming into her services. “Imagine transforming your dog into a cheetah or a tiger,” she says, excited about the possibilities. Gutierrez’s success is a reminder that dreams can become reality with passion, perseverance, and a dose of courage. For anyone in the Latino community thinking about starting a business, Gutierrez’s message is clear: “Just go for it. Make it a reality.”
