by Amby Sarabia
Staff Writer
History of sorts was made with the opening of the first pet store in Old Town La Verne last month.
After searching for a vacant spot for two years, Tammy Colbert, owner of “Diva Dogeez,” decided to quit her job preserving historical homes and went into the pet business full time. A spot finally opened after the bridal shop on Third Street closed.
“There was no pet shop in La Verne ever,” Colbert said.
The 350-square-foot shop was perfect for Colbert’s business, as she and her 13-year-old daughter, Emily, have always wanted a small old-fashioned family pet store, she said.
“The opening of the store is more in support of my daughter’s dream to be a veterinarian and own a pet store,” Colbert said.
Ever since its opening, Colbert’s store, “Diva Dogeez” has been doing exceptionally well, she said. In just four weeks, the store has sold a total of 46 puppies causing Colbert’s biggest challenge to be keeping enough in stock.
“There are too many buyers and not enough dogs,” she said.
Planning for the future, Colbert is adding more kennels to the store, in order to display 30 puppies. She has also started to purchase more puppies from local private breeders.
While Colbert has to compete with other local and large pet stores, she insists that her store is unlike all the others. Low prices and the store’s uniqueness have been factors in her success, she said.
“We sell puppies from $99 to $1,000 so that everyone in the local area can afford one,” she said. “It’s not fair to sell puppies for $500 cause not everyone can afford that.”
The shop caters to puppy lovers and carries everything from “doggy” cigars to Tommy Hole Digger perfume. It also offers a pet food drive-thru service.
Unlike commercial stores, “Diva Dogeez” is run by only four employees: Colbert, her son Johnny, Porfillio Pacheco and Emily, making it a family affair.
“The kids are able to come to the shop after school,” she said. ” They participate and do their homework.”
Buyers have the ability to order any breed, and once the puppy arrives, the owner is provided with a puppy starter equipped with food, a bed, shampoo, two bowls, a leash and collar at no extra charge.
The puppies also come registered, have their puppy shots, are dewormed, and have been vet checked. They have a one-year bill of health on all their vital organs and are micro-chipped.
The local La Verne Animal Hospital located on Bonita Avenue has helped Colbert’s business take off. Dr. Jim Burnett examines all the puppies for free to ensure their health.
“She just walked in and it started from there,” said Sandy Alford, La Verne Animal Hospital’s office manager.
Burnett adds that Colbert has referred new business to his store so that both businesses profit.
He does not offer free services to just anybody though.
“Tammy takes care of her puppies,” Burnett said. “They are more to her than just merchandise, and that’s important.”
The community has welcomed the store with excitement. Ann Miner, a La Verne resident for 67 years, said she enjoys seeing the puppies when she walks by.
“I think that it’s great that we finally have a pet store in the community,” Miner said.
