ORLANDO, FLA. — As a BIPOC pet business owner, Lashonda Geffrard always felt underrepresented in the pet industry. She didn’t feel like there was a community that she could tap into for resources and support when it came to running her grooming business.
Knowing she wasn’t alone in her quest for community within the industry, Geffrard decided to do something about it. What resulted was the Black Pet Business Network, which has now evolved into ELEVATE, a non-profit organization dedicated to bringing diversity, equity and inclusion to the pet industry through professional development, networking and business growth opportunities.
“I created Black Pet Business Network to be everything I needed,” she said. “It started as a way to build community and access, and it’s grown into a movement that supports and uplifts diverse voices across the entire pet industry.”
In the following Q&A, Geffrard shares how she’s working to make the pet industry more inclusive by elevating innovative pet products and BIPOC business owners.
PFP: How did you get your start in the pet industry, and how did that experience lead you to where you are now?
Geffrard: I started my journey into the pet space as a professional groomer. I own a grooming salon in Orlando called The Paw Shop. I’ve always been passionate about people and pets! During the pandemic, like most of us, I had to pivot. I needed support but I didn’t have a community that I could tap into that was reflective of me and my experiences as a woman of color in the pet space for resources and guidance.
So, to make a long story short, I created the Black Pet Business Network to be everything I needed. Since then, we’ve evolved into ELEVATE. It started as a way to build community and access, and it’s grown into a movement that supports and uplifts diverse voices across the entire pet industry.
PFP: What has been your biggest challenge — personal or professional — related to your work in the pet industry?
Geffrard: One of the biggest challenges has been breaking through the traditional barriers and systems that weren’t built with us [BIPOC] in mind. There’s so much gatekeeping in this industry — whether it’s access to funding, trade shows or partnerships. I’ve had to learn how to grow through partnerships and create opportunities where I can bring my community with me. It’s not always easy — not everybody sees the vision — but it’s necessary. So, I’ve had to learn how to navigate through those challenges.
PFP: Tell me about a professional accomplishment in the pet industry that you’re proud of.
Geffrard: I’m really proud to be launching our supplier diversity initiative — it’s the first of its kind in the pet industry! We’ve helped minority-owned pet brands get shelf-ready and connected them with retail buyers of all sizes. As we prepare to watch those businesses grow and knowing we’re creating that pathway… that’s everything!
PFP: What is top of mind for you and/or your business in the industry right now?
Geffrard: Right now, I’m focused on building programs that create long-term impact — especially around workforce development, supplier diversity and economic inclusion. We’re growing fast, and I want to make sure our growth is thoughtful and really speaks to the needs of our community.
“Pet parents are diverse, and they want to see that reflected in the brands they support,” said Lashonda Geffrard.
PFP: If you could pick three trends influencing the industry today, which are the most important and why?
Geffrard: First, inclusive representation. Pet parents are diverse, and they want to see that reflected in the brands they support. More diverse founders are entering the space with fresh ideas. I believe that's so powerful in itself.
The next trend is sustainability. Consumers want clean, eco-conscious products, and that trend is here to stay.
And finally, pet tech. Tech is creating new ways for pet parents to connect and give their pets a more interesting quality of life.
PFP: What is something about the pet industry that people outside of the industry may not realize?
Geffrard: It’s bigger than people think! The pet industry touches so many sectors — retail, tech, wellness, finance — you name it. It’s a multi-billion dollar space with so much opportunity, especially for underrepresented communities, if we create more access.
PFP: What advice would you give to other women in this industry?
Geffrard: Don’t wait for permission. Your voice, your perspective, your experience MATTERS! There’s room for you here. Find your tribe, stay curious, and don’t be afraid to take up space.
PFP: Just for fun, do you consider yourself a dog person or a cat person? Or, if you have pets of your own, tell us a little bit about them.
Geffrard: I’m definitely a dog person! I can tell you anything and everything about dogs. Growing up I wasn’t allowed to have a dog, so I didn’t own my first pet until I was an adult. I spent my entire childhood studying canine behavior, health and nutrition. Thankfully, it all paid off.
Lashonda Geffrard is a trailblazing entrepreneur and the visionary founder of ELEVATE (formerly the Black Pet Business Network). With a passion for creating space where innovation, inclusion and impact collide, Lashonda has made it her mission to empower underrepresented voices in the pet and animal industry. Through ELEVATE, she’s helping to break down barriers, build community and unlock opportunity for BIPOC professionals and entrepreneurs. Her work is a bold reminder that when we uplift one another, we all rise. Geffrard leads with heart, hustle and a belief that diversity isn’t just powerful — it’s essential.
Continue reading about other female leaders featured in our Women in the Pet Industry series.
