Inside Crufts 2025: Celebrating the Groomers and Educators Who Joined Us at the Doglyness Booth
Crufts is always a highlight in the dog world calendar, and this year was no exception. Held at the NEC in Birmingham, Crufts is more than just the world’s biggest dog show; it’s a celebration of all things canine, from agility and obedience to breed showcases and grooming excellence.
For us at Doglyness, it was a chance to connect with the grooming community, share knowledge, and showcase the power of natural, toxin-free grooming. Our booth became a hub of activity across all four days, and we were lucky to be joined by a group of incredibly talented groomers, vets, and educators who gave live demos and shared their expertise with the crowd.
Here’s a look at who joined us, what they shared, and why we’re so grateful to have them as part of the Doglyness community.
Lynne Land – Retro Poodle Styling & Years of Experience
Lynne’s demo of a retro poodle groom was one of the most popular of the weekend, and with good reason. As the Doglyness UK distributor, Lynne is a familiar face in the grooming world. She’s been grooming since she was 21, and in that time has bred and shown Toy Poodles, authored a book, judged competitions, and even made it to the finals of Britain’s Got Talent with her talented dog Mojo. Her demo wasn’t just about technique (although there was plenty of that). It was a reminder of how much experience and passion she brings to everything she does. Her love for her dogs and commitment to doing things the right way—gently, holistically, and with care—was clear to anyone who watched.
Dr. Kate and Dr. Sam (Nirvana Vets) – Understanding Skin Health
Kate and Sam, the duo behind Nirvana Vets, brought a veterinary perspective to the booth with their talk on canine skin health. Both are qualified vets and long-time users of Doglyness, not just on their two Standard Poodles, but on themselves as well. That level of trust in our products really speaks volumes.
Their seminar covered common skin issues in dogs, why they occur, and how ingredients play a key role in long-term skin health. It was a great opportunity for groomers to get a deeper look at the science behind the skin, and to learn how the products they use every day can either help or hinder that delicate balance. Kate and Sam’s approach was clear, practical, and grounded in real experience.
Georgina Sweet and Chai – Asian Freestyle with Personality
Georgina Sweet, owner of Gigi’s Dog Grooming in South Wales, joined us with her phantom poodle Chai to demo an Asian Freestyle trim. She focused on the “Princess Head” with a donut muzzle, and the result was just as charming as it sounds.
Georgina has built a strong reputation in the Asian grooming world, recently winning the title of Asian Freestyle Grand Champion and Rising Asian Inspired Stylist at the 2024 Groomphoria Choice Awards. Her approach is playful but precise, blending creativity with solid technique. Watching her work was a reminder of how much personality can shine through in this style of grooming, and how important that connection between dog and groomer really is.
Paige Tulloch – Salon Trim with a Gentle Touch
Paige Tulloch, owner of Tulloch’s Tails Dog Grooming in Edinburgh, brought her thoughtful and detail-oriented style to the booth with a live salon trim on a poodle. Paige started her grooming career in 2021 and has already made a name for herself through competition success and a strong commitment to gentle, effective grooming.
What stood out during her demo was her calm energy and focus on making the dog comfortable, while still achieving a polished, professional finish. Her work is a great example of how salon grooming can be both practical and beautiful, and how even everyday trims can reflect real skill and care.
Klaudia Szonyi – The Art of Hand-Stripping
Hand-stripping isn’t for everyone, but for Klaudia Szonyi, it’s a true passion. With over a decade of grooming experience, she specialises in hand-stripped terriers at her salon in Stoke-on-Trent. At Crufts, she demonstrated both a hand-stripped Fox Terrier and a salon-clipped terrier, giving visitors a closer look at the difference between the two approaches.
Klaudia has been competing at a champion level for several years, with first-place finishes and even a Best in Show win with an Airedale Terrier. Her love for hand-stripping began back in 2009 when she got her first Lakeland Terrier, Cassie, and it’s been her focus ever since. She also spoke about her experience using Doglyness products on dogs with sensitive skin, including her own elderly dog whose skin problems cleared up after switching to our Oats line. It was great to see her share both the technical side of her work and her own story of how she came to trust our products.
Kerrie McGreevy – Toy Poodle Show Trim
Kerrie McGreevy has been involved with dogs from a young age, with a particular love for poodles. At 19, she made her first homebred miniature poodle into a show champion, and she hasn’t stopped since. Now the owner of The Pet Pawtique in Wombourne, Kerrie continues to prepare and handle dogs for the show ring with a steady track record of success.
At the Doglyness booth, she demonstrated a toy poodle show trim, showing both her technical precision and deep familiarity with the breed. Her presentation gave attendees a chance to see what goes into creating a balanced, competition-level trim and how years of experience can shape every detail.
Alison Thirlaway – Lhasa Apso Drop Coat Demo
Alison Thirlaway first crossed paths with the Lhasa Apso breed during her very first kennel job, and that meeting set the course for a lifelong connection. Since then, she’s bred, shown, and groomed Lhasas, and even served on the committee of a breed club. She opened her salon, Room2Groom, 14 years ago and continues to take a hands-on, educational approach to her work.
Alison’s demo featured a drop coat teddy trim on a Lhasa Apso, blending softness with structure. She also shared a bit about her journey, including earning her C&G qualifications in 1995 and later completing her ICMG. Alison’s passion for learning and her commitment to improving her craft came through clearly, and her demo was a lovely tribute to a breed she knows so well.
Katie West – Playful, Polished, and Full of Potential
Katie West may have started out identifying as a cat person, but it didn’t take long for grooming to win her over. Once she discovered poodles and poodle crosses, she found her niche in creative grooming, and she’s been making waves ever since. In just two years of competing, Katie has picked up multiple awards, including Best All Round Groomer 2024 at Groomphoria, and Rising Freestyle Stylist the same year. She’s also been nominated for Asian Groomer of the Year and Up and Coming Groomer of the Year.
At Crufts, Katie demoed an Asian-style poodle trim. Her style is expressive and full of personality, and her work at the booth showed how much confidence and growth she’s gained in a short time. She’s currently grooming in London and dreams of opening her own Asian Fusion salon someday. If her Crufts demo was any indication, she’s well on her way.
Lisa Hart and Viktor – Two Demos, Two Distinct Styles
Lisa Hart brought a mix of creativity and precision to the booth with two very different grooms. First, she styled a schnauzer in a salon-style Asian Fusion look. Later, she worked on a poodle, creating a clean and rounded peanut head trim. Both demos highlighted her ability to blend bold shapes with balance and flow.
Lisa has been grooming for over 20 years and has worked with dogs in kennels and rescue settings. She’s known for her skill in Asian Fusion grooming and has picked up titles like Asian Style Groomer of the Year Europe 2024 and Asian Fusion Groomer of the Year 2019. She was also named Social Media Influencer of the Year in 2023 and has been nominated for Foreign Speaker of the Year at the Barkleigh Awards two years running.
Lisa has a real passion for teaching and sharing her knowledge. She’s taught and judged internationally, working with groomers across Europe and Australia. Having her at the booth brought a strong sense of mentorship and creativity, and we were grateful to have her and her dog Viktor with us throughout the weekend.
Thank You
To every groomer, vet, speaker, and visitor who stopped by the Doglyness booth at Crufts this year, thank you. This event gave us the chance to connect with the community, share knowledge, and celebrate the work of those who care deeply about dogs and their wellbeing.
Crufts is about so much more than ribbons and rosettes. It’s about education, connection, and a shared commitment to raising the standard of care for dogs everywhere. We’re proud to be part of that conversation and proud to support the professionals who make it all happen.
Until next time, thank you for being part of the journey.
