Meet Catalina Esteves: Founder & Owner

We had the good fortune of connecting with Catalina Esteves and we’ve shared our conversation below.

Hi Catalina, is there something that you feel is most responsible for your success?
Before the COVID world pandemic, I’d say keeping a clean, professional and modern image paired with our mission of saving cats and a fun in-person experience was a good combination for the success of our brand. After COVID I realized people were craving human connection and authenticity. I think now more than ever people want to know who’s behind the businesses they love, they want to hear real stories. Throughout the pandemic I would release founder messages and I included our team in live streams of our place and I was really clear about our ask: For our dear customers to support our small business, now more than ever. I think people really enjoyed the realness of our message and this change transformed our brand and established it even further in the community. Before, making your small business appear “larger” was considered cool, as customers perceived you as very professional. Now I feel it’s the opposite, if you’re a small business, people want to know so they can support you.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Cat Therapy is a space that fosters, socializes and finds homes for cats that were at risk of euthanasia or living in the street. We offer in person experiences where you can play with them and enjoy their company in a heartwarming environment. We also design cat themed apparel and accessories that we sell online. All proceeds helps us support our project. We’re a business with a good cause of helping rescued cats and providing people with a platform to connect with these cats, for fun or to adopt.

The concept itself was quite challenging because it combines all the complexities of a business, plus the cat care aspect of it. I just had a feeling that people would truly love having a place like this in our city and thankfully I was right! I truly wanted to work with cats and help them find homes, but I also wanted to run a business and not work for others, so this concept was perfect and I believe in it. In the 3.5 years we’ve been open, we’ve endured a massive fire (the Thomas Fire), a mudslide and now a world pandemic. It’s hard enough running a business but throw in these natural catastrophes and you can imagine the challenges! I think the mission behind the business is what kept us going. Every time we felt like giving up, we’d think of the amount of adoptions we’ve had (over 600) and how much people absolutely adore our place. We can’t give up on something like that! Seeking new knowledge and training in business also helped sort through ideas and choose those who’d lead us forward (thanks WEV!).

A few lessons I’ve learnt along the way: Hire a passionate team that truly understands your brand and treat them with the outmost respect. Don’t be afraid to delegate! In fact, it’s absolutely necessary, you can’t do everything. Be generous with your customers, it pays off in the end. Be genuine with your brand, people want to see real people.

We’re headed into our fourth year and I couldn’t be prouder of our team, our concept, our brand and the amazing customers we have. They choose to support a business that helps find homes for rescued cats and I am very grateful.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Santa Barbara is such a beautiful city. I think the best things to do around here are beach, beach, beach, coffee shops and dining! I’d take them to start the day at Hustle & Grind coffee company and stroll around State St. Then when the sun weather warms up, I’d take them to the beach and after a long sun tanning session, lunch at Salty By The Sea overlooking the Harbor. Afterwards, a fun whale watching cruise at Santa Barbara Sailing Center or renting a kayak.
Dinner would be at San Ysidro Ranch to experience the wonderful Montecito Hills. What a dreamy day! Who else deserves some credit and recognition?
My life as an entrepreneur changed for the better when I joined WEV. They’re a non profit organization dedicated to supporting women in business through providing them with the tools they need for their day to day operations and goal setting for their business. Highly recommend them. Of course the support of my husband Marek Nold, who thought my business idea wasn’t absolutely nuts was fundamental, as well as the support of my parents and friends.

Website: www.cattherapysb.com

Instagram: www.instagram.com/cattherapysb

Twitter: twitter.com/cattherapysb

Facebook: facebook.com/cattherapysb

Yelp: https://www.yelp.com/biz/cat-therapy-santa-barbara?osq=cat+therapy

Youtube: https://www.youtube.com/channel/UCegpc1pUyGRSiyBRT6BkYdA

Other: My personal instagram @CatalinaEsteves