meet SASHA

I AM NOT AN OVERNIGHT SUCCESS

The unglamorous truth... I started with nothing but a pair of scissors and a vision—and turned it into a global standard for grooming excellence.

Like many of you, I discovered my sanctuary among dogs when the rest of the world turned its back. These magnificent creatures became my sole source of comfort and support.

I built my career by learning from the brightest minds in canine behavior, health, and styling—refining techniques and standards. Along the way, I uncovered the secrets to transforming grooming into an art form rooted in balance, harmony, and purpose.

This journey led to the creation of the Phi Excellence Grooming for Gold program—a proven system that empowers stylists to master their craft, elevate their business, and unlock the full power of your artistic expression—boosting your confidence with every dog you style.

Now, I’m here to share these insights with you—so you can step into your full potential and become the stylist you were meant to be.

meet SASHA

I AM NOT AN OVERNIGHT SUCCESS

The unglamorous truth... I started with nothing but a pair of scissors and a vision—and turned it into a global standard for grooming excellence.

Like many of you, I discovered my sanctuary among dogs when the rest of the world turned its back. These magnificent creatures became my sole source of comfort and support.

I built my career by learning from the brightest minds in canine behavior, health, and styling—refining techniques and standards. Along the way, I uncovered the secrets to transforming grooming into an art form rooted in balance, harmony, and purpose.

This journey led to the creation of the Phi Excellence Grooming for Gold program—a proven system that empowers stylists to master their craft, elevate their business, and unlock the full power of your artistic expression—boosting your confidence with every dog you style.

Now, I’m here to share these insights with you—so you can step into your full potential and become the stylist you were meant to be.

SASHA'S STORY

THE BLOG

SUCCESS STORIES

ALL ABOUT

Mastering elite grooming skills to unlock financial growth, creative freedom, and a deeper connection with your clients—while elevating the entire grooming industry along the way.

ALL ABOUT

Mastering elite grooming skills to unlock financial growth, creative freedom, and a deeper connection with your clients—while elevating the entire grooming industry along the way.

NOT ABOUT

Settling for average grooming skills or simply getting through the day to make ends meet.

AGREE? THEN YOU'RE EXACTLY WHERE YOU NEED TO BE.

NOT ABOUT

Settling for average grooming skills or simply getting through the day to make ends meet.

AGREE? THEN YOU'RE EXACTLY WHERE YOU NEED TO BE.

FUN FACTS ABOUT ME​

01

I was a professional opera singer

...and even met my kids’ mom on stage—she was a soprano star! Now, our daughter is carrying the legacy, performing on stages around the world.

02

I started my grooming, and showing career at just 16

...by the early '90s, in war-torn and hyperinflation-ravaged Serbia, I opened the country’s first grooming school, proving that passion and perseverance can overcome anything.

03

In 2016, I launched my own product line and now hold two patents

...one for cosmetics and one for shears designed to revolutionize styling and keep hands fatigue-free.

04

I’ve trained over 100,000 groomers across the globe

...helping salon owners and stylists master their craft, build thriving businesses, and create lasting success in the grooming industry.

FUN FACTS ABOUT ME​

01

I was a professional opera singer

​...and even met my kids’ mom on stage—she was a soprano star! Now, our daughter is carrying the legacy, performing on stages around the world.

02

I started my grooming, and showing career at just 16

​...by the early '90s, in war-torn and hyperinflation-ravaged Serbia, I opened the country’s first grooming school, proving that passion and perseverance can overcome anything.

03

In 2016, I launched my own product line and now hold two patents

​...one for cosmetics and one for shears designed to revolutionize styling and keep hands fatigue-free.

04

I’ve trained over 100,000 groomers across the globe

...helping salon owners and stylists master their craft, build thriving businesses, and create lasting success in the grooming industry.

The #1 Grooming Certification for Stylists—created by world-renowned grooming expert Sasha Riess. The training, certification, and community designed to elevate your skills, grow your business, and transform your grooming career.

For Groomers and Salon Owners Who Dream Bigger

the Phi Excellence Mindset Guide

Grab Sasha's Phi Excellence Mindset Guide and discover the proven strategies to elevate your craft, boost your confidence, and build a thriving grooming business—starting NOW.

For Groomers and Salon Owners Who Dream Bigger

the Phi Excellence Mindset Guide

Grab Sasha's Phi Excellence Mindset Guide and discover the proven strategies to elevate your craft, boost your confidence, and build a thriving grooming business—starting NOW.