“i only hope
that we never
lose sight
of one thing -
that it all
started with
a puppy”
This is Puppy Von Urfenstein. He’s a General.
We call him Urf.
He’s also the best thing that ever happened to me.
I could tell you so many amazing things about Urf. He was better than I could’ve imagined. But what’s the point in saying all those words when they all come down to the same thing?
We all say it, don’t we? That Fluffy or Fido is the best dog in the world. We laugh at how ridiculous we must sound. But what if we’re right? Maybe every dog is amazing if we take the time to notice.
That’s where we come in. With urf!, your dog is never just a dog. They’re Penny and Tina and Lily and Thunder and Cloud and Alice and Ranger and Oakley and Skye and Cleo and Shadow and Bella and Max and Daisy and Boomer and Sadie and Sam.
We provide a customized grooming experience based on your dog’s coat type, lifestyle, health, and temperament. Our goal is to create a beautiful reality where your dog receives the highest quality of care with the least stress. We want your dog to feel great and for you to feel great about your dog.
We stay up to date on the latest innovations in dog grooming, ensuring we bring our clients the best. Our groomers are certified in Canine First Aid and CPR, prioritizing your dog's safety.
Hi, I’m DB,
the human behind the dog and the founder of urf!
The first thing I can remember knowing about myself is that I loved dogs. My family wasn't into dogs, but my love for them never changed. There was just something about dogs—I could tell they were my kind of people.
I was also one of those “Gifted & Talented” kids, but not in STEM—in the Liberal Arts. My path always seemed destined for a creative field, so when it came time to choose a college, I naturally gravitated towards the arts.
After some exploration, I settled on the School of Visual Arts in Manhattan and earned a BFA in Illustration. I focused on children’s books and co-founded an independent children’s publishing company. After several books, gallery exhibitions, and years of freelance work, I wanted a change.
I met Urf about a year after graduating, and he became my constant companion. Having my own dog made me realize that working with dogs was what I enjoyed most. Dog grooming was a natural choice, combining my artistic skills with my love for dogs.
I've worked in various environments—corporate settings, daycares, boutique salons, and mobile grooming vans—learning valuable lessons along the way. But everywhere, I saw an emphasis on time and speed over the dog's experience.
As an artist, I prioritize quality over speed. As a dog person, I believe dogs deserve respect. I knew I could combine these values and still be successful.
Someone once told me their response to criticism was, “If you think you can do it better, you’re welcome to try.” That stuck with me. One day, I realized I could do it better, or at least better for me. That’s why I started urf!—because every dog deserves the best.
Now that I’ve shared a bit about Urf, urf!, and myself, I’d love to hear about you! Fill out our Welcome Form, and we’ll create the grooming experience of your pup’s (and your) dreams.
