Fetch & Follow Stories | Serena, Frankie and Stan | Lead The Walk

We first had the pleasure of meeting Serena from Lead the Walk when we first started Fetch & Follow back in our Netil Market days. We have since collaborated together on two special capsule collections themed around camo print. Since then Serena has gone on to train as a dog groomer and can be found cutting and styling dog's hair to perfection around the East London area (including the Fetch & Follow pups George and Frank.)

We spoke to Serena about how her French Bulldog Frankie and Staffie Stan helped her to switch her career path to focus on all things dog and start her brand Lead the Walk.

Tell us about Frankie & Stan and how they both came into your life

Frankie is a 6 year old French Bulldog who we’ve had since a pup. She has a very serious and protective nature, nevertheless she can be incredibly affectionate. Stanley is an elderly Staffordshire Bull Terrier. He came into our lives just over 2 years ago through a rescue charity. The more we learned about dogs and their welfare, the more we wanted to give a home to a dog that needed one. Stanley is a lovable and comedic character with a unique swagger.

How did owning a dog inspire you to start your own business

When Frankie was 6 months old, I spent hours trawling the internet looking for a well made, reasonably priced winter coat that would fit her short, broad chested little body. During my search, I found many well designed products from small independent businesses scattered around the world. I thought why not bring these little brands altogether so that people like me could shop great dog accessories with ease. Since launching our dog accessories business, Ive retrained as a dog groomer and now offer pet parents in East London an alternative to the traditional dog grooming salon experience.

How do the dogs fit into your general day working?

Frankie and Stanley get their first walk of the day before my first grooming client arrives in the morning. At lunchtime, Frankie goes out with her friends for an hour whilst Stanley joins me for our daily trip to the local post office to dispatch online orders. After my afternoon grooming session, Stanley, a former street dog, has a good pavement walk around the local neighbour. Frankie is keen to get back into the park in the afternoon to chase squirrels, chew sticks and play with her many friends.

When you’re not working where do you and the dogs like to hang out?

We spend much of our time in Victoria Park. In warmer weather, we enjoy walks around Mile End Cemetery Park. The shaded paths are ideal for both dogs. Occasionally we take ourselves off to Epping Forest or on special occasions the East Yorkshire coast.

What essentials do you always have on you when heading out for a dog walk and what do you carry them in?

I’ve always got pockets full of poop bags and usually take a bag containing water, a bowl and Frankie’s favourite frisbee, which is useful when needing to distract her attention quickly. I prefer a rucksack to a tote so I can have both hands free and not have to worry about it slipping off my shoulder.

What adventures do you have planned for the rest of the year?

Frankie enjoys getting muddy and loves exploring new places. Stanley is more sedate. A cottage in the country or a trip along the Norfolk broads would allow us to keep them both happy.

You can follow Serena, Frankie and Stan's adventures together on the Lead the Walk instagram page


Dogs In The Workplace | 5 Dog-Friendly Places Across London To Try On Your Lunch Break

In celebration of Bring Your Dog To Work Day taking place this Friday 21stJune, we’re sharing our recommended dog-friendly spots to refresh and refuel with your canine colleague in tow. Navigating around London, here’s our pick of places for you and your dog to check out on your lunch break.

North London
Craving Coffee
Craving Coffee

You know you are in for a warm welcome when a venue has an Instagram page dedicated to its furry patrons – check out @craving_puppies. Located within the creative space of Gaunson House in Tottenham, Fetch & Follow first met Craving Coffee’s founders Rachel and Matt on their coffee cart at the Tottenham Farmers Market five year ago. Fast forward to today and their business has grown into a thriving community café offering eat in and takeaway menus with dishes such as Huevos Rancheros and Marinated Courgette & Hummus sandwiches, as well as specialty coffee and tea, craft beer, boutique wine and cocktails. It's our go-to spot with George and Frank on days when we’re working from home.

Unit 3, Gaunson House, Markfield Road, N15 4QQ

East London
Mae + Harvey

Another foodie friend of Fetch & Follow, we met café owner Natasha when we both had stalls in our former home at Netil Market. We would flock to see her for her amazing juices and milk-based drinks. She now serves her delicious drinks and homemade, healthy all-day brunch, as well as morning coffee, fresh pastries and cakes from this lovely, friendly café on the Roman Road. With a superb relaxed atmosphere, dogs are very welcome, so give them a try one lunch. You won’t be disappointed.

414 Roman Rd, Bow, London E3 5LU

West London
The Hollywood Arms
The hollywood arms

Pub lunches with work mates are made for Fridays, so this is a great dog-friendly place to spend your Bring Your Dog To Work Day lunch. Located in the heart of Chelsea and a stone’s throw away from the King’s Road, it’s a chic and friendly pub serving fresh, British seasonal produce including British Isle sourced seafood. Its bright, relaxed and spacious with plenty of space for your dog to make themselves at home. Get the drinks in!

45 Hollywood Rd, Kensington, London SW10 9HX

South London
The Stonhouse
Stonhouse pub

Dogs are welcome both inside and out at this laid-back, calm creating café with huge windows and tiled terrace to enjoy al fresco lunches when the weather is nice. A lovely spot for lunch and gossiping with work colleagues, they serve tasty wholesome dishes such as homemade quiches, salads, generous sandwiches and more.

165 Stonhouse St, Clapham, London SW4 6BJ

Central London
Neal's Yard

A bright and quaint courtyard to discover in the Seven Dials area of London’s Covent Garden, you’ll find it through alleys off Shorts Gardens and Monmouth Street. The home of Monty Python’s former studios (look up to see the Blue Plaque), it’s perfect place for midday mindfulness or to people watch and enjoy the bright side of life in the Yard’s colourful surroundings. With a seating area in the centre of the courtyard, bring your own lunch or take your pick from takeout pizza from Homeslice or fresh fayre from 26 Grains, followed by an afternoon treat of St John’s Bakery doughnuts and coffee from Jacob the Angel.

Seven Dials | Covent Garden

Where do you take your lunch with your dog? @Fetchandfollow or tag us on social with your insider tips.

#BringYourDogToWorkDay, as organised by HOWND, takes place this Friday 21 June. Dog owner or business, join the fun and make a difference to the welfare of dogs by donating at

Fetch and Follow | Walk and Talk | February

Here at Fetch and Follow a daily dog walk is an integral part of our routine come sun, rain and even snow (and it also happens to be our favourite part!). Having a dog opens a world of opportunity everyday with a new adventure every time you head out together. 

However we understand that at this time of year due to the weather, a post dog walk bath is often in order due to all the wet and muddy fun which has been had. With this in mind we are excited to announce that for our February walk (which will take place on Sunday 17th February) we will be joined by the talented groomer Serena from Lead the Walk , who will be on hand to give some expert tips on how to look after your dog furs during the winter months.

Lasting for one hour, dogs and their owners will get together for an intimate walk with each owner receiving a Fetch and Follow Doggie Bag themed to the walk (this month will include grooming essentials)

The walks are free to attend but spaces are limited so please click HERE to book your space
Fetch and Follow | Walk and Talk Series | February | Grooming
Sunday 17th February 2018
11am Victoria Park London
If you have any questions about our Fetch & Follow dog walks then please contact