Small Business, Big Heart: Mara Crowell on Building Pawpular Companions and Celebrating Neighborhood Pet Store Day

I’m sitting down with Pawpular Companions co-owners Mara and Carl Crowell in the cozy back room of their Liberty Lake pet supply store. Around us, pillars of carefully curated selections of kibble crowd what little open space remains, each sorted by brand, protein, and dietary need. Sample packs of treats line the walls from floor to ceiling like confetti, ready to be tested by curious pets. 

Just beyond the doorway, the store hums with activity: a child giggles as she tests the squeaker on yet another dog toy (much to the chagrin of her mother); a customer leans on the counter asking about the best training treats for her new goldendoodle; and a shepherd mix noses hopefully at a display of collagen sticks, no-hide chew toys, and bones. And of course, Canvas, the shop dog, greets each customer excitedly. 

It’s a snapshot of the daily magic that makes Pawpular Companions more than a store. Indeed, it’s a gathering place for pet lovers. This author would say it is the very heartbeat of Liberty Lake’s vibrant pet-owner community.

Mara, can you tell us how you and Carl first decided to open Pawpular Companions? What inspired you to take the leap into small business ownership?

In a nutshell, when we moved here in 2008, Carl had already retired, and I was still commuting to the west side for my construction job. He talked me into snowboarding, and I ended up breaking my ankle. Traveling became harder, so I decided to resign. After that, my love for animals and people drove our interest in starting a pet supply store. We had zero retail experience, but we had passion. That’s really what fueled us.

Pawpular Companions is known for being selective about the products you carry. What are some of the considerations that go into curating the wide range of products you offer?

When it comes to nutrition, we don’t carry foods or treats with fillers like wheat, corn, soy, or animal byproducts. Our original tagline was “everything from camo to couture,” but that turned out to be a flop. Now, we focus on products that are truly functional and relevant for our region and our community. For example, here in Liberty Lake, warmer coats for winter are a must, so we make sure we have them. Also, safety vests for hunting dogs. Things like that. We definitely try to make sure the average pet owner in the area can always find what they need at Pawpular Companions.

What sets you apart from the big-box stores and online retailers?

Hands down, it’s our customer service. Our team’s knowledge literally keeps us in business. We’re proud of the personal connections we’ve built with our customers and their pets. Those relationships mean everything to us.

How would you describe Pawpular Companions’ role in the Liberty Lake Community?

I like to think of us as the pulse of the pet community here. People know they can come to us with questions, concerns, or requests for new products. The Mutt Strut has grown into a community tradition people look forward to every year, and this October we’ll be celebrating our 15th anniversary — something we couldn’t have done without the support of Liberty Lake.

Competing with online giants like Amazon or chains like Petco must be tough. What are the biggest challenges you face as a small business owner in this industry?

It definitely is. Price and convenience are the two big ones. But we’re selective about what we carry, and I’d never bring in a product I wouldn’t give to my own dog. That’s a standard you don’t always get online.

On the flip side, what do you find most rewarding about running Pawpular Companions?

So many things. For example, we recently met Maverick, Liberty Lake’s new K9 officer. Carl and I were able to donate $5,000 for his protective vest, and we’ll continue supporting him and his handler. We’re also proud of the friendships we’ve built over the years, both with pets and their people. A customer once told me, “It’s an event to go to Pawpular Companions,” and that just made my heart swell. We celebrate new pets with our customers, and we grieve with them when they lose one. Our Rainbow Bridge wall in the store is one of the things I’m most proud of.

Neighborhood Pet Store Day is coming up on September 27. What does this event mean to you and your team? What can the community expect on Saturday?

It’s such a great opportunity to bring people together and remind them to shop local. We’ll have lots of discounts and sales across the store, free samples, and of course, the chance to connect with our neighbors.

Your customers are incredibly loyal. What stories stand out to you that illustrate that connection?

Honestly, the fact that we’re celebrating 15 years says it all! We’re so humbled and grateful for our customers. One story that sticks with me is about a customer who brought home his first puppy, a goldendoodle. Not long after, she suffered a terrible leg injury and had to be crated for months. He was overwhelmed and didn’t know where to start, but we helped him find the right food and supplies for her recovery. Years later, he reached out to say thank you and let me know she had fully recovered. We could tell hundreds of stories like that, and they’re the reason we do what we do.

Carl and I could come up with hundreds of stories like that, and we’re so grateful to be a credible source of information and help for pet owners in our community.

Running a pet supply store takes more than what customers see on the floor. What goes on behind the scenes that people might not realize?

A lot! Finding and keeping the right employees is always a priority — people who are both knowledgeable and passionate. Carl and I also attend trade shows and meet with vendors regularly. We work hard to make sure everything we stock is not only high quality but also comes from suppliers we know and trust.

Since your anniversary is ahead, looking ahead, what do you hope Pawpular Companions will look like in 5 years?

I want us to continue to evaluate the products we carry. Continuously doing our research to maintain our very high standards.

It’s super important for us to support our community. We are proud to do a lot for our community, like for organizations like PetSavers and SpokAnimal. We donate thousands every year to local causes, organizations, and schools (Liberty Creek, Selkirk, Ridgeline), so we want our business to continue to be successful enough that Pawpular Companions can continue to support the community that supports us. Our success allows us to support the community, and that’s incredibly important to us.

What advice would you give to someone in our community who’s dreaming of opening their own small business but isn’t sure where to start?

You know what? You’ve got to just go for it. When we opened in 2010, the economy was rough, but we didn’t let that stop us. We had a dream and we were committed to making it work. Use resources like S.C.O.R.E., lean on other business owners, and ask questions. Most are happy to share their experiences. We had no retail experience, but with community support and a willingness to learn, we grew.

Looking back, what’s one lesson you and Carl learned early on that you wish someone had told you before you opened Pawpular Companions?

How much work it would take! The hours, the energy — it’s a lot. Knowing that up front wouldn’t have scared us off, but it would have been nice to be prepared. That said, these last 15 years have been the most rewarding of either of our professional lives.

If you could make one request of the Liberty Lake community (on Neighborhood Pet Store Day and beyond), what would it be?

Please keep supporting small businesses! Come by for the sales, discounts, and samples, but also just to be part of the community we’ve built together. And to our longtime customers, thank you! We wouldn’t be here without you.

Shop Small, and Join Us for Neighborhood Pet Store Day!

As Pawpular Companions celebrates 15 years in Liberty Lake, it’s clear that Mara and Carl have built more than just a pet supply store — they’ve built a community hub where pets are cherished, friendships are formed, and neighbors feel at home. Neighborhood Pet Store Day is the perfect reminder of how vital small businesses like this are, and how much stronger our community becomes when we support them.