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Lilly's Day ~

Jul 20 2016 | 19 comments

Lilly's Day, to some, is our largest sale of the year and a double score if you're savvy enough to get your ass out of bed early enough to wait in line for a swag bag. Lilly's Day, to me is much more personal. It always has been and always will continue to be about our girl Lilly and a gesture of thanking our loyal clients that have supported our small business over the years. For those of you that really know me, you know that I'm sappy that way...I'm way more idealistic than people realize and sensitive about "true meanings" of things and doing things for the right reasons. I think about how it's been almost 4 years since we lost Lilly...OMG 4 years already. I think about how Lilly's Day has turned into something other than its original idealistic purpose, and it makes me sad. Joe and I have felt that something needed to change about Lilly's Day, but didn't quite know what or how to do it. I feel like we've created a monster and now there's this level of expectation...how big the sale is going to be and how valuable the swag bag will be. Then we lost our boy, Bono in February...unexpectedly & suddenly to Cancer. That's when we knew. This year had to be about something more...something personal to us, but also to YOU. Something bigger, but in a different way. So as I write this post, my hands sweat, my heart races and I'm scared. Scared that you'll be angry, but hopeful that you'll be touched and rally along side of us this Lilly's Day. So I'm just going to rip off the band-aid now and hold my breath.

This Lilly's Day, food and supplements will not be on sale. Everything else in the store will be, and we promise that the discounts will be amazing. We will not be offering a swag bag this year, however we will have several give-a-ways and fantastic surprises planned for the 2 DAYS of our event. Yes, you read that right...Lilly's Day will be 2 days - Friday, August 26th AND Saturday, August 27th. In lieu of food discounts and a swag bag, we will be donating 10% of all Lilly's Day sales equally between two charities: Lilly's favorite rescue group, Midwest Labrador Retriever Rescue and in honor of Bono and all pets that have been touched by cancer, Live Like Roo Foundation. I'm hopeful that you will support us this Lilly's Day and spread the word so we can raise a ridiculous amount of money for the pets that need us and in honor of those who have loved us. I'm hopeful that this Lilly's Day will touch your heart and your soul.

Thank you for listening,




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  • Posted by Mary Ann & Izze on July 21, 2016

    Wonderful idea and so much more meaningful for all of us!

  • Posted by Susan and Sarah Jane on July 21, 2016

    Sheila and Joe, I cannot believe 4 years have already passed since Lilly became your guardian angel! It has been 10 years since I lost my sweet Chloe and it still feels like yesterday! The story of Lilly and why you started Wet Nose still brings me to tears even today, years later. I have loved watching what you have made and the idea that you brought to life. You should know that the only “expectation” that I have of Wet Nose is the one you created – an environment of love and caring and teaching and learning and a space and team of people the exude warmth and caring for your clients/friends, both with fur and without! Coming to Wet Nose for one thing or bags of shopping is the same wonderful experience each time, and I always learn something new. You do amazing outreach and offer so many opportunities for all of us to give back. Midwest Lab Rescue is one of my favs, as that is where Sarah Jane and I found each other. You are doing the right thing … follow your heart and where Lilly and Bono lead you. Your angels will always be on that path with you. Rip off the band aid my friend! :)

  • Posted by Kelly,Bosco,Louis & Madi on July 20, 2016

    God bless you for this new focus although I know this has been a hard year for your family (2&4 paws.)
    You have turned difficult losses into a hopeful situation for other fur babies!!!
    God bless you for being so self less and forward thinking for the fur babies who have no voice your their voice & you always allow us your customers to have a say and hand in making a difference for other animals!!!
    Cancer sucks thanks for always being there 4 ur customers and all their ?!!!!
    ???? Kelly & Bosco

  • Posted by Lori Kozon on July 20, 2016

    I adopted my black lab Xena when she was 10 years old and lost her to cancer 10 months later. I love the idea of donating to help our sweet furry kids who fill our lives with joy, stay with us longer.

  • Posted by Liz Tripp on July 20, 2016

    I think this is an amazing idea. I have a senior who is battling cancer as I write this. He received a Live Like Roo care package and it meant the world to us. To think that with your Lily’s day celebration you will be helping more families of dogs with cancer. Your new idea sounds like a win win for everyone!

  • Posted by Catherine on July 20, 2016

    Awesome idea! You both (and Lilly) taught me about raw and I’ve never looked back. This is a great way to honor both Lilly and Bono! :-)

  • Posted by Patti on July 20, 2016

    Lilly & Bono must be so proud of their two legged parents. What a a wonderful tribute.

  • Posted by Maria on July 20, 2016

    I remember when you opened your first store in Geneva and how great everybody was introducing us to raw food. Lilly’s Day has grown into a lovely tribute and now for your Bono too. We can’t make it in this year, but certainly appreciate all you’ve done to promote our “fur kids” good health. Best wishes…..you are doing a great thing!

  • Posted by Jennifer Stieb on July 20, 2016

    I have been a customer for many years now of Wet Nose and from your wonderful employees to yourselves I think this is a wonderful idea for Lilly and Bono. I have a personal connection with Sarah and Live Like Roo and dedicated a mile of my Chicago Marathon to Roosevelt last October while fund raising for Its A Pittie Rescue. I can’t think of a better foundation for this to go to. Thank-you so much and I will be there to buy food for all 350 lbs of my dogs.

  • Posted by Heather on July 20, 2016

    We have never been to “Lilly’s Day”, but will absolutely make it a point to make a purchase at the store for such a wonderful cause! Thank you for your generosity and compassion towards those who are in need!

  • Posted by Spike's Mom on July 20, 2016

    I can’t think of a better way to honor Lilly and Bono

  • Posted by Jodie on July 20, 2016

    I’m behind you 100%. Commemorating Lilly and Bono comes from your hearts and however that shows up is good with me!

  • Posted by Heidi & Bruno on July 20, 2016

    Change can be scary but if we don’t open up for change we ever know what’re the fabulous things waiting for us to explore. Lilly inspired you to open this store was to help pet parents to improve the lifes of their precious fur babies. This ‘change’, in my opinion, is getting back to that great founding concept and remind us to share our love and care with other pets in need. Otherwise Lilly’s Day will just like Christmas that some people forgot what’s it really about and relate to shopping and sales.
    Go for it Sheila! Bruno already smells the event is going to be awesome :) !

  • Posted by Sara Zuniga on July 20, 2016

    Although I don’t live in the area anymore I remember beautiful Lily and I remember how much she was loved.
    Stay true to her memory. Do what you feel in your heart to be right. – Love.

  • Posted by Cheryl on July 20, 2016

    Thank you for being so special and thinking of our fur babies who make our life complete

  • Posted by Cullen Mulcahey on July 20, 2016

    What a loving tribute for Lily and Bono. I can just picture thier tails wagging on the rainbow bridge applauding this decision, grinning from ear to ear.
    It’s a win win for all.

  • Posted by Kate Kersten on July 20, 2016

    Your article is a sweet tribute. (Actually, my husband will not miss standing in line for the swag bag so don’t feel too bad. :-) )

  • Posted by Players for Pits on July 20, 2016

    While we won’t be the rescue at Wet Nose this year, we will still be there to support Wet Nose! We love that you support the pittie rescues, but we also value the meaning behind this day for you. Thank you for being a great business but even better people! ~Love, the PFP team :)

  • Posted by Veronica Garcia on July 20, 2016

    I think it’s brave and beautiful that you have decided to take a different path this year. I was there that year you lost Lily and the experience was moving but last year the event felt more like a “Black Friday” of sorts. I commend you for not being afraid to hold true to what you feel the meaning of Lily’s Day is and should be.

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