Running a small business is tough under normal circumstances. Running one in a wildfire burn scar can feel nearly impossible.

That's the reality many Altadena business owners are still navigating nearly a year and a half after the Eaton Fire destroyed the community and the local economy. Businesses are grappling with how do you stay open when so many of your customers are gone?

At Wet Paws, a pet grooming business along Lake Avenue, that question recently came to a head.

The shop reopened in January but business remained slow. Wet Paws co-owner Stephanie Trujillo estimates the fire had displaced up to 90% of their customers.

Then came a conversation with their landlord several months ago that forced a decision.

"He reached out and said, 'Are you going to re-sign your lease?'" Trujillo recalled.

The answer wasn't obvious.

"I said, unfortunately, we're not even making it. We're paying out of our own pocket," she said. "So he said, 'I'll give you until June 1.'"

The deadline meant Trujillo and her mother, Linda Alashti, who have owned the business together since 2023, had only a few months to figure out whether Wet Paws had a future in Altadena.

Wet Paws is hardly alone. As businesses struggle, Los Angeles County recently launched a program offering free marketing assistance and storefront improvements to fire-affected businesses. The deadline to apply is June 8.

The county also operates a gift card program to encourage residents to spend money at fire-impacted businesses.

But relief has not arrived quickly enough for many businesses.

One particularly slow April Sunday at Wet Paws drove home how dire the situation had become, when they had only one customer.

As she drove home to Fontana, Trujillo began composing a social media post.

"So this isn't easy for us to share," the post began, "but I wanted to reach out with an open heart and hope."

In the message, Trujillo asked the community to book appointments and spread the word to help their business survive.

Before posting it, Trujillo showed it to her mother.

"We're very prideful, and it's very hard to ask people for help," she said. "I felt embarrassed that we had to ask the community for help."

Her mother's advice was simple. "Just post it," she told her. "The worst that's going to happen is nobody sees it or nobody cares."

Instead, the opposite happened. By the next day, the post had been viewed and shared hundreds of times across Instagram and Facebook.

The phone started ringing, said Wet Paws groomer Elizabeth Ranes.

"I got well over 50 calls," Ranes said. "We booked out for the last three weeks of the month when we made that post.”

Customers told Alashti that they “didn't know you were back, because they don't come this way anymore.”

Among those who returned was Penny Dahlstrom, a Pasadena resident whose 113-pound Cane Corso Marley had been a Wet Paws regular before the fire.

Dahlstrom had tried taking Marley to a large pet store chain while Wet Paws was closed.

"My husband went in to pick her up, and he hears crying, and it was her," Dahlstrom said. "That's not just her nature."

The social media appeal didn't just bring back former customers. It also introduced the business to new ones, Trujillo said.

But recovery remains uneven.

Some days are still slow. And the shop continues to deal with lingering fire-related electrical damage in the back of the building.

Wet Paws is operating on a temporary electrical system, limiting how much power it can use at any given time.

"If we run our AC, and the neighbors run their AC, we lose power," Trujillo said.

As the June 1 lease deadline approached, Trujillo and her mother weighed their options. They could walk away and cut their losses. Or they could commit to rebuilding alongside a community they had come to love.

Ultimately, they thought about the response to their post and the customers who had shown up when the business needed them most. And they had faith that Altadena would rebuild to its full strength.

They chose to renew the lease for another three years.

"I can't imagine what the community is going through, losing their homes and losing everything that they had," Trujillo said. "Yet they're still coming back."

And as long as they do, she said Wet Paws will be there for them and their fur babies.

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