In Santee, what began as a simple idea to serve a local need has quickly grown into a recognized example of community-driven small business success.
Devon Julian, founder of Village Pet & Feed, was recently named California’s 2026 Small Business Person of the Year by the U.S. Small Business Administration—less than a year after opening the doors to the family-run pet store.
For Julian, the inspiration behind the business was rooted close to home.
“I live here, I’m raising my family here, and I felt like something was missing,” he said.
“There are plenty of places to buy pet food, but there wasn’t really a place that felt like it was for the community.”
That vision shaped every aspect of Village Pet & Feed. Beyond offering pet food and supplies, the store emphasizes education, personal interaction, and services like self-serve dog washes. Julian said many pet owners want to make informed choices but don’t always have access to guidance.
“We built Village Pet & Feed around that—helping people understand nutrition, carrying better-quality products, and creating an experience that feels welcoming, not transactional,” he said.
That approach appears to have resonated quickly. In its first year, the business was voted “Santee’s Favorite” at the Santee Chamber of Commerce Gala—an early sign that the store had connected with the community it set out to serve.
For Julian, the recognition reinforces the idea that small, locally focused businesses still play a vital role.
“It’s honestly humbling,” he said of being named Small Business Person of the Year. “If you’ve ever run a small business, you know it’s not easy. There are a lot of ups and downs, a lot of long days, and a lot of moments where you’re just figuring it out as you go.”
He received the award in Washington, D.C. during National Small Business Week and was headed to the White House as part of the recognition—an experience he described as both surreal and motivating.
“But I don’t really look at it as my award,” he said. “It’s a reflection of my wife and children, my mom and dad, my team, my partners—everyone who’s been part of the journey.”
At its core, Julian describes Village Pet & Feed as intentionally simple. “Nothing flashy,” he said—but built around relationships. Customers are greeted by name, conversations about pet health are encouraged, and community events—from adoptions to in-store gatherings—help create a sense of connection.
That hands-on, personal approach is what Julian believes sets independent pet stores apart from larger chain retailers, especially at a time when consumers are increasingly looking for both expertise and authenticity.
“There’s something different about walking into a place where people know your dog,” he said.
The first year was not without challenges, from the typical uncertainties of launching a new business to navigating growth while maintaining a personal touch. But Julian said those challenges were balanced by strong community support and a clear mission.
Looking ahead, he hopes to continue expanding Village Pet & Feed’s role as more than just a retail space.
“At the end of the day, I didn’t just want to open a store,” he said. “I wanted to build something that actually belongs to Santee.”
As he represents California on a national stage, Julian said the recognition underscores a broader point: small businesses remain deeply tied to the communities they serve—and when they succeed, those communities do too.
