Profile of Bone Idol

The team at Bone Idol

“The industry needs to be prouder of itself”, that is the message of Bone Idol co-founder Scott Learmouth.

Scott, together with husband Jon and business partner Ben set up Bone Idol, in St James’ Street Brighton in 2016, and despite a global pandemic the business has gone from strength to strength.

So much so that Bone Idol has now launched the Bone Idol Training Academy a few streets away in Hove, a state-of-the-art grooming school which offers the iPET Network qualifications.

But PR and marketing veteran Scott, who quit the London rat race to start Bone Idol in part for his and Jon’s own dogs Krystle and Doris, believes that the grooming industry he loves should be prouder of itself, and shout more about its skills and successes.

He said: “We started Bone Idol because when we moved to this area we couldn’t find a dog groomer that we wanted to use.

“We met Ben who at that time was an amazing mobile groomer, and around the kitchen table came up with the Bone Idol concept.

“Since that time we have become

aware that the grooming industry is changing in a way that is really exciting and relevant. Programmes like Pooch Perfect have given our trade prime time coverage, and opened up healthy debates.

“There is a move in society at large towards the artisanal, and people want to go to their local butcher, baker or deli more than a chain store.

“The rise of the local independent movement has been the perfect place for Bone Idol, and the grooming industry in general to grow, and I think we should all be prouder of our trade.”

He added: “At Bone Idol we launched our own brand of cold-pressed dog food Nora Nose Best, and select products for our grooming parlour shop which shine in the space they have been given. This includes a ‘doggy deli’, and Dogs and Horses collars and leads, as well as working with local independent designers to make products which support Brighton’s crafters and makers.

“This includes charging what something is worth. A lot of skill, training and experience goes into the work that is created in salons around the country, people appreciate and respect that, our prices should reflect that too.”

Scott believes that dog grooming is ‘coming of age’ but that this should not be a scary moment for long-standing groomers with years of skills and experience.

He said: “The answer is that the industry is maturing and we are seeing differences in the services we all offer.

“An Asian fusion cut, or a highly skilled breed standard, should be charged as such when compared to the equivalent of a “short back and sides”.

“Both are equally valid and important for dog welfare, but we collectively need to educate the public that this is a big and diverse market and always comparing simple prices by breed is not the answer.

“We need to support the evolution of our industry and collectively charge for our skills and the time it takes to complete complex grooms.”

He added: “There is definitely more of a prerequisite for qualifications, and as a business we are proud of that, and we are proud to be part of The Groomers Spotlight, which will only recommend qualified dog groomers.

“But we recognise that this industry has some great long-standing talents who are as yet unqualified, and that is why we are proud to offer the iPET Network fast track course, which takes

Scott Learmouth

Ben Thorpe hand scissoring a poodle

into account existing skills and allows these people to enhance their business offer.

“We should all be working together to elevate each other, it’s a wonderful industry.”

To find out more about Bone Idol go to www.boneidol.co.uk