ABOUT US
Dana Ujobagy, Founder & Co-Owner
2004 — Where It All Began
In 2004, after spending over a decade in the corporate world as an Executive Administrative Assistant, Dana Ujobagy made the life-changing decision to step away from corporate America and pursue a lifelong passion — building a business dedicated to pets and the people who love them.
What began as a leap of faith soon became a growing vision. From her home office, Dana personally coded and launched an online pet boutique offering fashionable dog apparel, luxury accessories, carriers, and specialty pet products. The business quickly gained recognition, earning media features in publications including USA Today, The New York Times, New York Daily News, and New York Post.
2005 — The Opening of Paw Palace
In August 2005, Dana opened her first flagship store front boutique, Paw Palace, on West Front Street in Red Bank, NJ.
Known for its upscale atmosphere and carefully curated products, Paw Palace quickly became a destination for pet owners locally seeking luxury and style for their beloved companions. While operating the storefront locally, the company also continued shipping products to customers around the county through its growing online presence.
2007 — Expanding Into Luxury Grooming
As the business evolved, Dana partnered with Joe and Lisa Intoci to further expand the concept. In 2007, Paw Palace relocated to a larger retail space on Monmouth Street in Red Bank and introduced luxury pet grooming services.
At a time when upscale, luxury grooming salons were still uncommon within the area, the business helped pioneer a more elevated grooming experience by incorporating premium amenities not typically found in traditional salons. Features included private open-top waiting suites, blueberry facials, and a commitment to never using cage dryers — all designed to create a calmer, more comfortable experience for pets.
Pet owners throughout the local community quickly embraced the concept and appreciated the personalized attention, elevated care, and luxury experience being offered.
2012 — A Purpose-Driven Transformation
In 2012, the business underwent a major transformation when the retail boutique portion relocated to the neighboring town of Little Silver with an entirely new vision and purpose in mind.
Following the heartbreaking loss of her two beloved boxers, Chelsea and Atlas, to cancer at young ages many years prior, Dana’s focus shifted toward holistic canine health, nutrition, and wellness.
What once began as a fashionable pet boutique evolved into something much deeper and more meaningful.
Through years of working closely with pet owners, Dana continually saw dogs struggling with common health concerns such as chronic ear infections, skin and coat issues, obesity, pancreatitis, digestive disorders, and other preventable conditions. After experiencing her own frustrations navigating pet nutrition and witnessing the lack of nutritional education available to many pet owners, she became passionate about helping others make more informed choices regarding their dogs’ health.
That same year, the business officially transitioned into what is now known as The Dog Spaw of Little Silver — becoming one of Monmouth County’s first locally established luxury pet grooming salons combined with a holistic health food and wellness boutique for dogs.
Today, the Little Silver flagship location features a carefully curated selection of premium dog foods, raw diets, treats, chews, supplements, wellness products, toys, accessories, along with complimentary nutritional guidance for pet owners seeking healthier lifestyles for their dogs.
Dana’s mission has remained simple: To help dogs not only look their best — but truly feel their best from the inside out.
2014 — Mobile Grooming Expansion
In 2014, The Dog Spaw expanded once again by introducing a mobile grooming division, providing added convenience and personalized service to pet owners throughout Monmouth County.
2016 — The Dog Spaw of Freehold Opens
As demand for the brand continued to grow, The Dog Spaw expanded with the opening of a second salon location in Freehold in 2016, located now within the Poets Square Shopping Center.
The Freehold location continues the company’s commitment to luxury grooming, compassionate care, and exceptional customer service in a welcoming and upscale environment.
2023 — The Launch of The DOG BARKery & Ice Cream PAW'lor
In 2023, the company introduced another exciting extension of the brand — The DOG BARKery & Ice Cream PAW'lor at their Little Silver location.
Created as a fun and unique bakery and dessert concept exclusively for dogs, The DOG BARKery features an extensive selection of adorable bakery cookies, celebration cakes, paw’stries, desserts, and specialty treats made with high-quality, human-grade ingredients.
Today
Today, The Dog Spaw proudly employs over 30 team members across multiple divisions and continues to grow each year.
What began as one woman’s leap of faith has evolved into one of Monmouth County’s premier luxury pet lifestyle brands — built upon passion, wellness, education, compassion, and an unwavering love for dogs.
In 2004, after spending over a decade in the corporate world as an Executive Administrative Assistant, Dana Ujobagy made the life-changing decision to step away from corporate America and pursue a lifelong passion — building a business dedicated to pets and the people who love them.
What began as a leap of faith soon became a growing vision. From her home office, Dana personally coded and launched an online pet boutique offering fashionable dog apparel, luxury accessories, carriers, and specialty pet products. The business quickly gained recognition, earning media features in publications including USA Today, The New York Times, New York Daily News, and New York Post.
2005 — The Opening of Paw Palace
In August 2005, Dana opened her first flagship store front boutique, Paw Palace, on West Front Street in Red Bank, NJ.
Known for its upscale atmosphere and carefully curated products, Paw Palace quickly became a destination for pet owners locally seeking luxury and style for their beloved companions. While operating the storefront locally, the company also continued shipping products to customers around the county through its growing online presence.
2007 — Expanding Into Luxury Grooming
As the business evolved, Dana partnered with Joe and Lisa Intoci to further expand the concept. In 2007, Paw Palace relocated to a larger retail space on Monmouth Street in Red Bank and introduced luxury pet grooming services.
At a time when upscale, luxury grooming salons were still uncommon within the area, the business helped pioneer a more elevated grooming experience by incorporating premium amenities not typically found in traditional salons. Features included private open-top waiting suites, blueberry facials, and a commitment to never using cage dryers — all designed to create a calmer, more comfortable experience for pets.
Pet owners throughout the local community quickly embraced the concept and appreciated the personalized attention, elevated care, and luxury experience being offered.
2012 — A Purpose-Driven Transformation
In 2012, the business underwent a major transformation when the retail boutique portion relocated to the neighboring town of Little Silver with an entirely new vision and purpose in mind.
Following the heartbreaking loss of her two beloved boxers, Chelsea and Atlas, to cancer at young ages many years prior, Dana’s focus shifted toward holistic canine health, nutrition, and wellness.
What once began as a fashionable pet boutique evolved into something much deeper and more meaningful.
Through years of working closely with pet owners, Dana continually saw dogs struggling with common health concerns such as chronic ear infections, skin and coat issues, obesity, pancreatitis, digestive disorders, and other preventable conditions. After experiencing her own frustrations navigating pet nutrition and witnessing the lack of nutritional education available to many pet owners, she became passionate about helping others make more informed choices regarding their dogs’ health.
That same year, the business officially transitioned into what is now known as The Dog Spaw of Little Silver — becoming one of Monmouth County’s first locally established luxury pet grooming salons combined with a holistic health food and wellness boutique for dogs.
Today, the Little Silver flagship location features a carefully curated selection of premium dog foods, raw diets, treats, chews, supplements, wellness products, toys, accessories, along with complimentary nutritional guidance for pet owners seeking healthier lifestyles for their dogs.
Dana’s mission has remained simple: To help dogs not only look their best — but truly feel their best from the inside out.
2014 — Mobile Grooming Expansion
In 2014, The Dog Spaw expanded once again by introducing a mobile grooming division, providing added convenience and personalized service to pet owners throughout Monmouth County.
2016 — The Dog Spaw of Freehold Opens
As demand for the brand continued to grow, The Dog Spaw expanded with the opening of a second salon location in Freehold in 2016, located now within the Poets Square Shopping Center.
The Freehold location continues the company’s commitment to luxury grooming, compassionate care, and exceptional customer service in a welcoming and upscale environment.
2023 — The Launch of The DOG BARKery & Ice Cream PAW'lor
In 2023, the company introduced another exciting extension of the brand — The DOG BARKery & Ice Cream PAW'lor at their Little Silver location.
Created as a fun and unique bakery and dessert concept exclusively for dogs, The DOG BARKery features an extensive selection of adorable bakery cookies, celebration cakes, paw’stries, desserts, and specialty treats made with high-quality, human-grade ingredients.
Today
Today, The Dog Spaw proudly employs over 30 team members across multiple divisions and continues to grow each year.
What began as one woman’s leap of faith has evolved into one of Monmouth County’s premier luxury pet lifestyle brands — built upon passion, wellness, education, compassion, and an unwavering love for dogs.
