EarthWise Pet, located at 416 South White Street in PowerHouse Row, is a new addition to Downtown Wake Forest’s streetscape, but its owners are longtime residents of Wake Forest with a deep commitment to the community.
When Hugo Palomo and Robyn Busko decided to make career changes, locating their shop Downtown was non-negotiable. “I’ve lived in Wake Forest since 1997 and have loved seeing the community blossom,” says Hugo. “I spent most of my career in banking, and Robyn was a special education teacher. It was really important to her that we launch near one of the high schools so we could provide an option for students seeking vocational job experience nearby. We both love the downtown area and the feeling of community. Outside of Wake Forest was never on the table.”
The business plan arose out of their love for their own animals, a larger desire to advance responsible pet parenting, and a passion for pet nutrition. Owning and operating an EarthWise franchise was the best fit, with the company’s family-owned ethos, green-oriented philosophy, and ongoing support. Not interested in the traditional pet store model often located in shopping centers or strip malls, they aimed for a true community pet store where pet owners can walk in with their dogs, learn how to optimize their pets’ health, and make new friends. Downtown aligns perfectly with Hugo and Robyn’s vision, given its walkability, explosive growth, and commitment to the community. “The business community has been wonderful. Other local businesses have made efforts to promote us as we launch; we are so grateful to them for offering samples of our treats at their shops,” says Hugo. “Both Wake Forest Coffee and Plant Cakes refer their customers to us. We look forward to building more partnerships in the near future and helping promote other new and established Wake Forest businesses.”
Jason Cannon, President of Wake Forest Business and Industry Partnership (WFBIP), believes having this distinctive shop adds meaningfully to the value of Downtown. “We are delighted unique enterprises like this one - with its innovative approach and experiential focus - are attracted to the one-of-a-kind business environment Downtown Wake Forest offers. With its vibrant entrepreneurial spirit, this community proudly welcomes EarthWise, and other new small businesses across town who are putting their business goals into action amidst the extraordinary growth and strong demographics Wake Forest is so fortunate to possess”.
Since EarthWise’s launch, Robyn and Hugo remain true to their commitment to animal welfare, establishing relationships with local area rescues such as Perfectly Imperfect Pups and Neshama Rescue. Beyond EarthWise’s Grand Opening, the store has already hosted a few “Caturdays” with Neshama, is regularly visited by local K9 Commander pups where they practice their new skills, and is already planning additional events in the future. Without question, EathWise’s commitment is profound and authentic; “It's a great feeling to watch the progress and provide a safe space for dogs,” says Hugo.
EarthWise also offers a unique approach to dog and cat nutrition and well-being. They only sell foods that meet a strict 5-star rating system and adapt when the integrity of a manufacturer is compromised. Both Hugo and Robyn have undergone professional training in Pet Nutrition and Raw Food feeding and have earned their Pet Nutrition Specialist status, which allows them to provide customers with knowledgeable consultations regarding their pet's diet. They are also supported by certified pet dietitians who are only a phone call away. In addition, EarthWise Pets is the only independent pet store in the area that also provides grooming services and a self-wash along with its retail store.
The former banker, Hugo, anticipates a strong first year in business, predicting EarthWise will “exceed expectations” given the community’s expansive growth and resulting support the business has experienced. “We are optimistic about our future,” says Hugo. “ As Downtown continues to develop, I only see positive growth for our community.”
