Today we’d like to introduce you to Jennifer Thomas.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I opened Lucky Dog Pet Grocery & Bakery in 2012 in Lawrence, Kansas. The idea for Lucky Dog was born the day I adopted Salvador, a Boston Terrier rescue pup who completely changed my world. While attending puppy training classes with him, I realized something was missing — quality training tools, durable American-made toys, and reliable information about pet nutrition were surprisingly hard to find.
That’s when the idea clicked. I imagined a space that combined expertise, playfulness, and community — a place where pet parents could find products they trusted and advice they could count on. With less than $10,000, a lot of passion, and fixtures literally rescued from behind the local Sears, I opened Lucky Dog — all 400 square feet of it — tucked inside a friend’s doggy daycare in June 2012.
By 2018, Lucky Dog had outgrown its original concept as just a neighborhood pet supply store. Customers loved the thoughtful products and trusted advice — but what really caught their attention were the handful of hand-decorated dog cookies we had been experimenting with since 2014.
The treats have always been made with simple, wholesome ingredients. They were meant to be something special: a way for pet parents to celebrate birthdays, holidays, and “just because” moments with their dogs. The cookies sold faster than expected, and soon it became clear that we were not only a pet store- we were also a pet bakery.
In 2020, amid one of the most unpredictable years imaginable, Lucky Dog took a leap forward. We had the rare opportunity to move into the 165-year-old historic Hanna Building in the heart of downtown Lawrence. Moving during a pandemic wasn’t exactly in the business plan, but after a lot of reflection (and a few sleepless nights), the chance to expand to 2,400 square feet in such an iconic location was impossible to pass up. The new space — with both front and back entries — also allowed us to fully embrace curbside pickup, which we launched during the pandemic to safely serve our customers and community.
Lucky Dog’s success has always come down to four things: adaptability, creativity, listening to our customers, and a healthy dose of luck.
In 2023, after years of requests from other small businesses, I launched Lucky Biscuit Pet Bakery, a wholesale bakery that supplies the cutest treats for cats and dogs to other small businesses throughout the US. The Lucky Biscuit kitchen is located off of 25th and Iowa.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
So many struggles –
Starting from scratch
I launched Lucky Dog on a shoestring budget — around $10,000 — using repurposed fixtures and sheer determination. There was no safety net, no big investor, and no blueprint for what a boutique pet store in Lawrence should look like. Every display, supplier relationship, and marketing idea came from resourcefulness and grit.
Learning to scale the bakery
When the bakery began in 2014, I entered a whole new world — production schedules, ingredient sourcing, labeling laws, shelf-stability, and icing formulas that didn’t crack (literally!). I had to learn to bake for consistency, not just creativity, and that meant trial, error, and patience. I wasn’t even a baker in my personal life – I knew absolutely nothing about it, but figured it couldn’t be that hard. Come to find out, making pet treats is actually quite complicated.
Balancing growth with authenticity
As Lucky Dog expanded into wholesale and private label production, new challenges emerged: maintaining the handmade quality while scaling, managing staff, and keeping our unique humor and heart front and center. It’s a constant balance between growth and grounding — evolving without losing what makes us, us.
Finding the right products
It took time to figure out what made Lucky Dog special. The pet retail market is crowded with big-box chains, and differentiating the store meant curating products that aligned with our values — supporting other small, women owned businesses, ethical & sustainable sourcing, a variety of great products at a variety of price points and products that are
Appreciate you sharing that. What else should we know about what you do?
What began as a small neighborhood shop in 2012 has grown into a trusted local brand and a creative force in the pet industry — known for our heart, humor, and commitment to doing things the right way.
We’re best known for our whimsical, hand-decorated dog cookies made with wholesome, simple ingredients. Our bakery line, Lucky Biscuit, combines creativity and craftsmanship to create treats that celebrate the bond between pets and their families.
What sets us apart is our balance of quality and character. We don’t just sell products; we personally get to know our customers, celebrate milestones, and mourn the losses of beloved pet friends. Our store is a community — a place where pets are greeted by name, staff remember favorite treats, and every product on the shelf has been chosen with care.
We take pride in being named one of America’s Coolest Pet Stores by PETS+ Magazine, but we’re even prouder of the relationships we’ve built — with our customers, our team, and the with all the pets that drag their people down Mass St to the store day in and day out.
What would you say have been one of the most important lessons you’ve learned?
I’ve learned that adaptability and creativity are essential, but so is grace. Grace to pause when everything feels urgent, to listen instead of react, and to give yourself permission to grow and move at your own pace when the path isn’t clear. Last, to surround yourself with people who believe in your vision even when you’re running on fumes.
Contact Info:
- Website: https://Www.luckydogpetbakery.com
- Instagram: Luckydogpetbakery
- Facebook: Luckydogpetbakery
