The phrase “you are what you eat” doesn’t just apply to people.

At Earthwise Pets in Carolina Forest, the focus is on serving pet owners who want to give their dogs and cats the very best, owner Tracy Mills said.

There’s a cooler section, with premium raw dog food. High-quality kibble, canned, dehydrated and gently cooked dog foods are also sold.

“We’re focused on nutrition — no fillers, no byproducts,” said Mills, who opened the franchise with her family in August.

The 1,600-square-foot store in the Lowes Foods plaza on International Drive will hold its grand-opening celebration Feb. 9-10, with free food for humans, treats and free nail clipping for dogs, and nutrition consultation for their owners. There will also be dogs available for adoption, and deep discounts on retail items.

Mills said they chose to become an Earthwise franchise because of the high-quality products the chain sells, and the rigorous canine nutrition certification course they were able to take.

“These are some of the best foods you can find,” Mills said.

But Earthwise Pets is far more than a dog food store.

On the retail side there are toys, bowls, collars, harnesses, leashes, all-natural treats, chews, training aids, nutritional supplements, vitamins and more. Retail hours are 10 a.m. to 6 p.m. Mondays through Fridays, 10 a.m. to 5 p.m. on Saturdays and 11 a.m. to 3 p.m. on Sundays.

It’s a family business, one that Tracy said she and her husband, Pete Mills, had long contemplated. They moved to the beach from Colorado in 2021.

Pete handles the books and marketing in addition to his day job. Their children — Sam, the chief nutritionist, and Faith — run the retail section at the front of the store. And Tracy, drawing on her 35 years of experience as a dog groomer, runs the canine wellness spa, employing three other groomers and using all-natural products.

“Bath, haircut, blow out, nails …,” she said, ticking off the list of services. They’ll also clip the hairs that grow between the pads on your dog’s feet, and brush their teeth. Appointments are required.

For the do-it-yourself crowd, there’s the self-wash area, where you can wash and dry your dog without messing up your bathroom.

Business has been brisk at the store, Tracy Mills said, especially in the lead-up to the holidays.

“Almost everybody buys presents for their pets at Christmas,” she observed.

Plus, she said, the store is located in a high-growth area populated by pet people.

“Lots and lots of dogs live in this area,” she said.