Natalie Binedell
Natalie Binedell is the Owner, Founder, and Manager of The Dog Box. From a young age, she always knew she wanted to work with animals. Growing up, she and her dogs were inseparable — from playing dress-up and reading stories to them, to giving them “creative” hairstyles, they were truly her best friends.
Starting with very little and minimal resources, Natalie turned her dream into a reality and built The Dog Box with passion, dedication, and a genuine love for animals.
After personally going through rehabilitation with her dachshund diagnosed with IVDD, Natalie developed a deep passion for canine rehabilitation and helping dogs live happier, more comfortable lives. Although hydrotherapy is no longer offered at The Dog Box, it remains something very close to her heart and part of her future aspirations. The knowledge and experience gained through this journey continue to influence her work today, particularly in educating others on the correct handling and care of dogs — including those with injuries, mobility challenges, or special needs.
Natalie is passionate about continuous learning and growth within the pet industry. She regularly attends seminars, workshops, and educational events to further expand her knowledge and skills, ensuring that both pets and their owners receive the highest standard of care, compassion, and support
Wilhelm Binedell
Wilhelm Binedell (Willem) is the Co-Owner of The Dog Box and has been part of the business journey from the very beginning — even before The Dog Box officially became a reality. Since 2014, he has played an important role in the daily running, growth, and development of the business and continues to be a huge part of what keeps everything running smoothly behind the scenes.
Often known as Natalie’s right-hand man, Wilhelm is always willing to help wherever needed. From the early days of rebuilding and repairing trailers and equipment to building cages, tables, and finding practical solutions around the salon, he has always been the business’s dependable handyman and problem solver.
One of Wilhelm’s favourite parts of the job is working closely with the dogs every day and building lasting relationships with many of his regular furry clients that he visits. His calm nature, patience, and genuine love for animals make him a trusted and familiar face to both pets and their owners.
Outside of work, Wilhelm has a passion for motorbikes and racing, but his dedication and love for animals have always remained at the heart of everything he does at The Dog Box.
We are incredibly grateful for everything Wilhelm contributes to the business. His loyalty, hard work, unwavering support, and willingness to always lend a helping hand have played a major role in the success and growth of The Dog Box over the years, and his contribution to the team never goes unnoticed.
Rowena Goliath
Since joining us in 2016, Rowena Goliath has become an incredibly valued part of our team and the heart of our Melkbosstrand branch as Head Groomer. Over the past 10 years, her passion, dedication, and genuine love for every client and furry friend who walks through our doors have made a lasting impact on both pets and their owners.
Rowena’s gentle nature, patience, and commitment to providing the highest standard of care truly set her apart. She builds trusting relationships with every pet she grooms and always goes the extra mile to ensure they feel safe, comfortable, and loved.
We are so grateful for her loyalty, hard work, and the warmth she brings to our salon each and every day. Thank you, Rowena, for 10 wonderful years of dedication, care and wagging tails.
Geneveve Hendricks
Genevieve Hendricks, better known as Jenny, has been an integral part of The Dog Box team for many years. She has worked closely alongside Rowena at the Melkbosstrand Branch for a long time and is considered her trusted right hand in the salon.
After briefly stepping away to explore other opportunities, Jenny returned to The Dog Box and has since remained a valued and consistent member of the team. Her experience, familiarity with our standards, and calm, steady presence make her a strong support in our day-to-day operations.
Jenny assists with grooming and is responsible for a wide range of standard grooming services. She takes pride in her work and is known for her dedication, loyalty, and commitment to maintaining high-quality care for every dog she handles.
Punctual and reliable, Jenny plays an important role in ensuring the salon runs smoothly, and her contribution to the team is deeply appreciated.
Henrihette Stols
Henriette Stols, better known as Hetta, is a groomer at our Edgemead branch and works closely alongside Natalie as her assistant groomer. Hetta is known for being incredibly reliable, punctual and helps wherever needed.
She is a valued part of The Dog Box team and plays an important role in the daily running of our Edgemead branch. Her consistency, dependability within the salon help keep everything running smoothly, and we truly appreciate all that she contributes to the team.
