06/08/2020
Alameda County has just announced a variety of businesses are allowed to open up today. Amongst them is All About the Dogue, which sits on the border of Oakland and Emeryville. There are many shaggy dogs in town and pet parents are eagerly awaiting the reopening of this pet salon. It’s been a long journey for this small business owner.
PANDEMIC
Since Shelter in Place, like many businesses, large and small, has had its struggles. All About the Dogue is no exception. Lena Swann, the business owner, opened her doors in 2008, soon after she faced an uphill battle with The Great Recession. She is strong, smart and resilient, so she fought on. She excellence in service and style, gained a loyal clientele base. Some travel from all over California and even one from out of state, just to get groomed here. She outlasted Petco’s entry and departure from Emeryville, becoming the only groomer in Emeryville.
When Shelter in Place happened in March due to the Covid-19 pandemic, Swann was in panic mode desperately trying to pay the pet salon’s rent, bills and keep her employees. Swann prided herself on being able to thrive and employ others in the community including several at risk youths. She applied and waited for a long time for the Paycheck Protection Plan (PPP). She says it was a long and confusing process since the program ran out of money, then got more funding.
Swann didn’t know what else to do so she started a GoFundMe page that was well supported by the community and has raised nearly $20,000. This was very helpful but wasn’t enough for the long shutdown. The rent at the pet salon is high and she tried to work with the landlords, non-profit EBALDC, to try to keep the pet salon afloat. Even though she recently qualified for PPP, she says it still doesn’t feel right because she had prided herself on not ever having to take out a loan before for any of her businesses. She is also applying for the Economic Injury Disaster Loan Advance.
BLACK LIVES MATTER
At the end of May, most people in the community as well as Swann were looking forward to the economy reopening again. Businesses owners everywhere were hopeful yet desperate to reopen their doors and welcome their clients and customers back. But suddenly, Emeryville, the Bay Area and many towns and cities across the country got swept up in the collective societal demand for racial equality, justice and condemnation of police brutality. This quickly led to demonstrations, protests, activism and a clear message of what Americans are demanding. Black Lives Matter!
What ruined the collective voice of those peacefully demanding change are groups of looters, often from out of town, descended upon the protests. This quickly escalated into chaos with the peaceful protestors being caught in the middle. Riots, massive looting, fires, violence and tear gas were heavily reported on the news across America and around the world. When the looting started happening in Emeryville, in order to save her businesses, Swann had to act quickly. She posted handwritten signs that said “Black Owned” on all the large glass panes in her shop. She did that for her next door neighbor, Marsh Interiors. These handwritten signs were what saved both businesses from being damaged and looted like the shops along that row. These handwritten signs also helped save her other business, Swann Salon. “It worked but it didn’t feel good.” Swann said.
Swann was very disheartened for being forced to self identify, and pick a side. Swann says she grew up without prejudice. Never before in her life did she have to pick a side, this tore her apart inside. She didn’t want to have to choose. She didn’t want to alienate her diverse clientele. She didn’t want to divide our beautiful multi-cultural community. It’s been an extremely emotional week, on top of a few challenging months.
REOPENING
To celebrate the reopening, All About the Dogue and Christine Mason, Emeryville’s favorite local realtor, are teaming up to welcome everyone back. Mason is sponsoring a FREE nail clipping clinic this Saturday, June 13 from 11am-3pm. Call 510-653-1691 to RSVP for the free clinic. Book your appointment for a regular grooming and get $20 off, just mention the code “Christine MasonRealtor.” Sharing is caring, so enjoy $5 off when you share about this reopening on social media. See coupons below.
If you do not have a pet, please consider putting your money where your mouth is and truly support the Black Lives Matter movement by helping this black woman owned businesses. Please share and donate https://www.gofundme.com/f/donations-4-the-dogue-salon
Christine Mason, Realtor
(925) 900-5288
CalRE # 02050542
www.christinemason.me
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