Trying to wash a dog in a shower box was just too difficult, so Jen Bailey was determined to find a better way.
"I thought there has got to be something easier that is not dictated by a timer - dogs take a bit of grooming and brushing," she said.
The former veterinary nurse's solution was to create Soggy Paws, in Hastings' Karamu Rd North.
The do-it-yourself dog-wash has six raised washing bays and provides a range of cleansers.
"Everything here is plant-based - mother nature can do a much better job than chemicals," Ms Bailey said.
"Dog skin cells are only three to five layers deep. Humans are 10-15, so a dog's skin is a lot more sensitive than humans. Even using a baby shampoo on a dog can cause all sorts of difficulties."
The business opened last month and she advertises via signs at dog parks and vets' offices. Aprons, towels, brushes and bribery cookies are included in the price, starting at about $20. There is no time limit.
A special blow dryer produces a large volume of air at a dog-friendly temperature.
"You can walk in and walk out and leave all the shaken doggy art on the walls."