Dog Woman Alchemy

The money wounds running your dog pro business — and how to start seeing them.

Most dog pros assume their pricing problem is a strategy problem. It's almost never that. Underneath the benchmark pricing, the pre-emptive discounts and the invoices that apologise before they arrive is something older and deeper - a specific, conditioned relationship with money that was shaped long before you opened your business.

In this episode we go into exactly that. Where your relationship with money came from - the family messages, the cultural conditioning, the industry normalisation of undercharging that made low prices feel like integrity.

I walk you through 💵 5 money wounds 💵 so you can start to recognise which ones could be yours — and why naming them is always the first step to shifting them.

We close with one question to sit with this week — not an action, not a strategy, just a reflection that starts to move something.

→ Take the Permission Blueprint Quiz to find out which permission wound is most alive in your business right now: https://www.luchiandmuttons.com/permission-quiz
→ Join The Rebel Dog Biz Club — weekly emails for women dog pros ready to step into the next era of biz building: https://www.luchiandmuttons.com/rebel-dog-biz-club

There's a client somewhere in your history who you still think about. Not because the case was difficult — because something went so right you caught yourself thinking: if every client was like them, I would never want to stop doing this work.

That's your soulmate client. And the chances are - they've already been in your world.

In this episode, we make a distinction that changes everything: the difference between an ideal client avatar and a soulmate client. Then I walk you through a four question exercise that goes through your existing client history and pulls out the pattern - who did the work, who got results that surprised you, who referred people exactly like themselves, who left you feeling more alive not more drained.

By the end you'll know exactly who your soulmate client is - and how to start speaking directly to them in everything you create.

Want to get exclusive content like this? Join The Rebel Dog Biz Club - a free and exclusive email club for women dog pros ready to redesign their dog business - and make it feel so much more financially, emotionally and spiritually nourishing.

Join for free here: https://www.luchiandmuttons.com/rebel-dog-biz-club

Welcome to The Permission Sessions.
A podcast series exclusively for the woman dog pro who is running her dog-centred business - but not quite fully in love with it yet.
You're good at what you do. You've been at this long enough to have proof of that. But somewhere between the work you dreamed of doing and the business you actually built, something got lost. The joy got a little quieter while the exhaustion got a little louder. And the gap between what you earn and what you know you're worth keeps showing up in ways you can't quite ignore anymore.
This series is for that woman.
In The Permission Sessions we explore what it actually takes to build a dog pro business that reflects the full depth of who you are - your expertise, your values, your vision, and yes, your bank account. Not by following someone else's blueprint or by doing more of what's already draining you. But by giving yourself permission - to charge differently, to offer differently, to market differently, to show up in your business as the full, unapologetic, untamed version of yourself that your best clients already know you to be.
No generic business advice. No hustle culture dressed up as strategy. Just honest, specific, inside-out conversations about what it takes to build a business you're actually in love with.
Let's get into it 🍿
The first episode in this series is:
3 Signs Your Business Was Built Around The Industry Mould And Not Around You
If you've been in your dog pro business for a few years and you're still waking up on the first of the month doing mental math - this one's for you. I
n this episode we look at 3 of the most common patterns that keep brilliant, experienced women dog pros stuck, underpaid and exhausted - and why none of them are a reflection of your ability or your commitment to this work.
We also look at what you can start doing differently this week - one small shift at a time.
Show this episode some love by tagging @luchiandmuttons on your IG stories or by sharing it with other incredible women dog pros!

This episode is part of the mini series - Meeting Your Feral Self.
The feral woman has been misrepresented.
In wellness spaces, in reclaim-your-wildness content, in the corners of the internet that celebrate feminine rage and burning it all down — the feral woman has become an aesthetic. A brand. A performance of liberation that looks nothing like what going feral actually feels like from the inside.
In this episode I'm going back to the source — to Clarissa Pinkola Estés and the Wild Woman archetype she named in Women Who Run With Wolves — and using it to show you who the feral woman actually is.
Not the woman who burned everything down.
Not the woman who stopped caring.
Not the woman who is performing wildness for an audience.
The woman who stopped pretending she didn't care. Who stopped disappearing inside the things she was trying to protect. Who started performing for no one — including herself.
And who you've already been — in at least one relationship — for longer than you know.
In this episode:
Why the popular version of the feral woman is doing more harm than good — and who it's leaving behind
What Clarissa Pinkola Estés actually meant by the Wild Woman archetype — and why it's nothing like the aesthetic
The woman gone pale — Estés's description of what happens to a woman who has been separated from her instinctual nature for too long
Why the feral woman is not the woman who stopped caring — but the woman who stopped pretending she didn't
Why going feral is not destruction — it's the relational art of being fully present in your closest relationships without disappearing inside them
The dog as the daily, living expression of the Wild Woman archetype — and why most women have been in relationship with her every single day without knowing it
The Mirror Principle™ as the Wild Woman archetype in action
What the identity shift from situational to structural ferality actually feels like — and why it shows up not in grand gestures but in the specific texture of a Tuesday

If this episode landed for you:
The Wild Room is my free private Telegram community for women who are done being the most attuned person in every room and the least attuned to themselves. Inside you'll find audio transmissions, the replay of the Not A Fucking Good Girl Anymore immersion and first access to everything about FERAL.
Join The Wild Room: https://t.me/+bnXMSaPs-ocxNGFl
If you're ready to go further:
The Relational Baseline is a live 2 hour coaching workshop on 24th June — for women who are ready to raise the standard of how they're met in the relationships that matter most.
Wild Room members attend free. For new women: USD $11
Sign up for The Relational Baseline: https://www.luchiandmuttons.com/the-relational-baseline
FERAL — the 9-month container:
Where the Wild Woman stops being who you are with your dog — and starts being who you are everywhere.
Opening ceremony 11th July 2026.
Program Details: https://www.luchiandmuttons.com/feral

This episode is part of my mini podcast series called Meeting Your Feral Self 🐺 🔥
Most women have experienced ferality.
The moment she said the thing. Held the limit. Stayed in her truth when everything in her wanted to fold.
And then - gradually, almost without noticing - she went back to old patterns and responses.
In this episode I'm naming one of the most important distinctions in this entire body of work: the difference between situational ferality and structural ferality. And why one gives you really good moments - and the other changes who you are.
I'm talking about what it actually takes for the nervous system to reorganise - not just understand the pattern, but change it at the level where it actually lives. I'm going into the cultural and generational weight of what she's carrying - and why she is often fighting patterns that predate her own experience entirely. And I'm naming what the system — patriarchy, toxic capitalism — has at stake in keeping women situationally feral rather than structurally feral.
And as always, I'm turning to dogs to show you what structural ferality actually looks like when it's real.
In this episode:
What situational ferality is — and why it's not enough
Why the dog who has good days and hard days is showing you exactly where you are in this work
The nervous system science behind why insight alone never changes the pattern
Why the woman doing this work is fighting the conditioning of every woman who came before her — not just her own
What epigenetic transmission means for the women doing this work
How patriarchy and toxic capitalism depend on women staying situationally feral — and why structural ferality is the system's worst nightmare
What the shift from situational to structural ferality does to a woman's sense of identity
Why you cannot build structural ferality alone — and what you actually need
If this episode landed for you:
The Wild Room is my free private Telegram community for women who are done being the most attuned person in every room and the least attuned to themselves. Inside you'll find audio transmissions, the replay of the Not A Fucking Good Girl Anymore immersion and first access to everything about FERAL (including a new workshop on 24 June 2026)
Join me inside The Wild Room: https://t.me/+bnXMSaPs-ocxNGFl
If you're ready to go further:
FERAL is the 9-month container where this work goes all the way. Not more insight. Enough repetitions in real conditions — with real witnesses, in real relationships — that the nervous system finally updates its prediction.
Opening ceremony 11th July 2026.
https://www.luchiandmuttons.com/feral