About us
The writing comes from the work.
Groomstory started as a salon. The guides came second — because clients kept asking the same questions between appointments, and the answers available online weren't good enough.
Founded 2023 — Liverpool
Not a content site that also does grooming.
Everything on Groomstory is written by people who work with animals daily. That is not a marketing claim — it is the only reason the guides are worth reading.
Generic grooming advice is easy to find. It tells you to brush your dog weekly, bathe monthly, check ears regularly. It is not wrong. It is not particularly useful either, because a Persian cat in a Liverpool flat in January has almost nothing in common with a Persian cat in a Phoenix apartment in July. The coat behaves differently. The bathing interval should be different. The tools that work are different.
That gap between generic advice and breed-specific, climate-specific guidance is what Groomstory exists to fill.
The salon
3 Paddington Village
Grove St, Liverpool
L7 3FA
Monday to Saturday, 9:00am to 6:00pm
Book a sessionThe team
Who writes the guides
Nora Calloway
Senior Groomer — Cats
Nora has been grooming cats professionally since 2017. She spent four years at a specialist feline grooming practice in Manchester before joining Groomstory at its founding in 2023. Her work focuses on long-coated breeds — Persians, Maine Coons, Ragdolls — and on helping owners understand the relationship between environment and coat condition. She writes the cat guides on Groomstory from direct salon experience, not research.
Declan Furse
Groomer — Dogs
Declan grew up in rural Cheshire and has been working with dogs since his teens. He trained as a groomer in 2018 and came to Groomstory via a larger commercial grooming operation in Manchester where he developed his interest in seasonal coat management. He writes the dog guides and is responsible for most of the tool assessments on the site. His particular interest is double-coated breeds and their shedding cycles.
How we work
Three things we try to get right
Breed specificity
Each guide is written for one breed. A Golden Retriever guide does not double as advice for Labradors. The coats are different. The advice should be too.
Climate context
Every guide names the climate it is written for. Advice written for UK conditions is flagged as such. Where the guidance differs by climate, we say so explicitly.
Practical accuracy
We do not publish advice we have not tested in the salon. If we are not sure, we say so. If something works in theory but not in practice, we say that too.