How losing her beloved dog inspired Paradise woman to found Angel Paws and help other pet parents

When Michelle Alexander lost her beloved dog Kasey in 2016, she never imagined her grief would lead to a business that would eventually support approximately 40,000 families.

Nearly a decade later, the founder of Angel Paws Pet Crematorium in Conception Bay South has received the Trendsetter Award at the 2026 Newfoundland and Labrador Organization of Women Entrepreneurs (NLOWE) Awards.

“To know that in doing what I had done and starting Angel Paws and building what I have built, it has been recognized as something that had such a need and such an impact on the community,” she said.

“It’s humbling, and it’s validating.”

Alexander established Angel Paws after losing Kasey to congestive heart failure.

“I didn’t quite get the experience that I wanted because he was my child. He was my family,” she recalled.

Determined to offer other pet owners a different experience, she opened Angel Paws on Oct. 5, 2017.

The business provides pet cremation and aftercare services, including personalized memorial options, such as engraved urns and keepsakes.

Its clients have included owners of cats, dogs, reptiles, birds and even a miniature pony.

“I knew there had to be other people that cared about their animals like I cared about mine. But I had no idea the impact that it was going to have on our community and beyond.”

Today, Angel Paws serves families across Newfoundland and Labrador, with enquiries reaching as far as Montreal.

Despite its growth, Alexander says one of her greatest challenges has been balancing compassion with the realities of running a business.

“The hardest challenge for me is having to keep that business mind when there is so much heart involved,” she said.

“You just want to be able to give, give, give, and do every single thing for every single person that comes through the door.”

With 16 employees depending on the business, she has learned that keeping its doors open is just as important as helping the families who walk through them.

Her own professional background is far removed from pet aftercare.

A geologist by trade, Alexander spent 15 years in heavy civil construction before embarking on her new career.

Describing herself as an introvert, she says the experience has pushed her beyond her comfort zone.

In 2019, Alexander was diagnosed with multiple sclerosis, an experience that changed how she approached running the business.

“I realized you can’t do it all alone. You have to depend on the people around you, and you have to lean on others,” she said.

She credits her team with helping Angel Paws become what it is today, recalling stories of employees spending hours comforting grieving owners and even picking flowers to accompany pets on their final journey.

“I would not be here today if it wasn’t for the incredible team that I have with me,” she said.

As she reflects on the thousands of families Angel Paws has supported, Alexander remains mindful of the dog who inspired it all.

“That’s 40,000 little Kaseys that we’ve looked after, and we’ve supported the families behind those babies.”

Q. What is your full name?

A. Anita Michelle Alexander.

Q. Where and when were you born, and where do you live today?

A. I was born in Paradise, Newfoundland, where I lived for nine years before moving to Corner Brook for 10 years. I then moved back to Paradise, where I live today.

Q. What is one thing you would like people to know about you?

A. I have the best family, friends and support system in the world. They’re the ones who keep me going every day and allow me to do the things I do. Without them, I’d be a puddle.

Q. Is there something people might assume about you that isn’t quite true?

A. Probably that I’m bold and fearless, but I’m really not. Even in my role, I have plenty of doubts and second thoughts. Sometimes, you just have to trust your gut, strengthen your conviction and believe you’re making the right call.

Q. What is the hardest thing you have ever done?

A. Starting Angel Paws. I spent 15 years working in construction and travelling back and forth to construction camps. That was my whole world, where I felt safe and what I knew. After losing Kasey, stepping outside that comfort zone to start something completely different was absolutely the hardest thing I’ve ever done.

Q. What is one experience that changed your life?

A. Losing Kasey. He was a feisty little Cavalier King Charles Spaniel, a menace to society, but he was my whole heart. He and Riley were my world, and losing him changed the entire trajectory of my life.

Q. What is your greatest indulgence?

A. Chocolate and a glass of wine.

Q. What is your favourite book right now?

A. The Pillars of the Earth by Ken Follett. It’s always been my favourite. The losses the characters suffer, the lives they lead and how everything comes together in the end make it an incredible story.

Q. What is your favourite movie?

A. The Little Mermaid. I love Ariel’s sense of empowerment. She wanted to explore another world and be part of something bigger than herself. Yes, there was a prince involved, but it wasn’t necessarily about him. She wanted to experience life outside her own little bubble.

Q. What music do you like to listen to?

A. I’m an ’80s and ’90s girl, but I listen to everything. You could get into my car and hear anything from Disney’s greatest hits to heavy metal. I love country music too, and Ed Sheeran and Lewis Capaldi are probably two of my favourite artists.

Q. How do you like to relax?

A. Spending time with friends, cross-stitching and quilting.

Q. What is something you could talk about for hours?

A. Pet loss. There are so many things people don’t know or understand, and so many people carry that grief without talking about it. There’s still a stigma around losing a pet. People say, “It’s just a cat” or “It’s just a dog”, but that animal is family. People don’t always get the support they need, and I could talk about that forever.

Q. What is your greatest fear?

A. Failure. That was the first thing that came to mind, which surprised me. When you’re starting something, if it doesn’t work out, that’s one thing. But now I have 16 amazing people who I consider family, and they depend on me.

Q. What is your greatest joy?

A. Spending time with my family and friends. I love travelling and have a wonderful group of friends I travel with. Even spending time at work with my crew makes me happy. They’re awesome.

Q. What is your most treasured possession?

A. My animals. I have two cats at home, Smoke and Magic, who are brothers, and my dog Dobby, who is Satan’s handmaiden! He’s as evil as they come. We also have two rescue cats at Angel Paws, Shadow and Shy, a mother and daughter from CBS Humane Services. They’re our little office family.

Q. What is the best advice you have ever received from a parent or mentor?

A. My first boss after university used to say, “Never point a finger where you didn’t lend a hand.” If you’re not willing to help somebody or show them how to do something, you shouldn’t be the one criticising them for getting it wrong.

Q. What would you say is your best quality, and what would you say is your worst?

A. I’d say my empathy is my best quality. I do my best to show kindness. My worst is probably my foul mouth! After 15 years working in construction, sometimes it still comes out, and I have to remind myself not to say certain things in public.

Q. Where is your favourite place in the world?

A. Disney World in Florida. I’m a Disney girl through and through. I’ve been to Disneyland in California and Tokyo Disney, and I’m hoping to visit Disneyland Paris soon. I’ve visited Disney World at least once a year for the past 20 years, probably 26 or 27 times altogether.

Q. What is one thing you couldn’t live without?

A. My dearest friends and family, and Angel Paws. What I’ve built here hasn’t just changed my life; it’s saved my life.

Q. Which three people would you invite to your dream dinner party?

A. My grandmother, Joyce Alexander, who passed away about 20 years ago. We were exceptionally close, and I’d give anything to have another conversation with her. I’d also invite Kasey, although that little menace would probably pee on something! And Maya Angelou. Can you imagine having my grandmother and Maya Angelou at the same table? You wouldn’t get a word in, but I wouldn’t want to. I’d just listen to those two incredible women all night.

Answers may have been edited for length and clarity.