Local Mom Grants Pet Owners’ Wishes Through a Purrfect Pet Service

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One woman in the greater Indianapolis area has earned the reputation as being the “Furry Godmother,” and she is changing the quality of life for pet owners.

Esta Denny could be described both as a Cinderella for her work ethic and as a godmother for her ability to make everything better for pet owners. Over the past nine years, she has established the premier professional pet service into a trusted role as a “The Godmother” to both pets and their owners. As it turns out, Denny’s path to becoming the owner of Furry Godmother started at a young age.

Denny’s entire childhood offered more proof that she would one day own her own business. In the first grade, Denny achieved the top level of selling Girl Scout Cookies. She had a lemonade stand that produced $300-$500 in profits to pay for a family trip to Kings Island. She was also one of the first bloggers as she watched soap operas and wrote about it and sold them door to door. Her competitive spirit led her to earn 10 varsity letters for athletics in high school, too. It was clear that Denny’s work ethic would one day lead her to own her own business.

For 15 years she worked as a server and bartender and enjoyed helping others. One day a friend called and asked her to walk her dog, she jumped in and she began to refer her to other friends that needed help. This became her side job alongside working as a bartender.

As if the universe was trying to nudge her in the right direction, a dog bit her in the wrist making it impossible to work as a bartender. So, while she was doing physical therapy to recover from her injury, she took on more four-legged clients. She completed her physical therapy and eventually returned to work as a bartender but never stopped caring for the dogs. After two years of doing this work on the side, she was able to quit being a bartender and focus her attention full-time to growing her pet business.

Denny, a single mother, officially opened her doors for business in 2010 and worked solo for four years. The Furry Godmother offers pet services, dog walking, cat care and pet sitting in and around the Indianapolis area. Her business continued to grow steadily to the point where the single mother was logging 250 miles a day driving to her clients’ homes working as she shared “from sun up to sun down.”

In 2014, she began bringing in employees she felt would have the same meticulous attention to detail. The business continued growing through word of mouth and her business recently achieved their 300,000th visit with more than nine years of 5-star reviews. Working with Denny is a magical click away.

The business was established as a mobile service. To start the process, dog and cat owners need to fill out an online profile which, upon acceptance, the Furry Godmother team will help each client determine what the best service for their pet is. They will forward a link to help each pet owner complete the registration process. There is an online scheduling feature to help you find the service that suits your pet needs, too.


Each visit is documented through a feature Denny calls “The Daily Adventure” which confirms to the client that their pet was seen that day, what happened and what service was provided. In addition, Denny provides a photo of the pet during the visit as a way to ease the pets’ parents.

“Sometimes emergency situations arise and those requests can be handled over the phone,” Denny says.

Denny also donates gift baskets with toys and treats and offers services from her business to many charities throughout the city. She has created fun social events for a variety of communities through fun social pet events like “Doggy Pool”, “Yappy Hours”, “Mutts n’ Mimosas” and more.

Denny credits her employees for helping her achieve her success.

“My team is everything to me,” she says. “I love to cheer people on, and I am deeply grateful for all that they do because I could not do it without them.”

Today her business is thriving with 10-15 new clients each week and continually hiring employees to meet the demand. Denny and her staff work currently in downtown Indianapolis, Broad Ripple, East Carmel, and Geist. For exact service boundaries please contact Denny. She will consider expanding into other areas of town, like Zionsville and surrounding areas, but wants to ensure that the service continues to be top notch.

“I offer the same high caliber of customer service my clients expect from me,” she says.

Denny loves her role as The Furry Godmother and recognizes that it was her work ethic that brought her to this point.

“It just feels really good knowing I’ve helped people,” she says. “It is a privilege to help people care for their pets.”

For more information about how to use her services, to schedule a visit, or apply to join her team visit furrygodmotherindy.com or call 877-FURR-MUM.