About Us
founder and CEO
Janie Groeling
Growing up and spending summer days at the Jersey Shore, visiting the hermit crabs on the boardwalk became a vacation highlight. They quickly found a special place in Janie's heart. Advocating and spreading awareness about hermit crabs and their proper care quickly became her calling in life. Norton's Nest is her dream in fruition. Janie has dedicated her social media platforms to being a voice for hermit crabs, and sharing her journey of being a hermit crab parent.
CFO
Meet Norton
Norton has been a part of Janie's life for 7+ years. Naturally, he is the inspiration behind the name of our company. With his bold and memorable personality, Norton has helped Janie reach millions of people through social media, spreading awareness about hermit crabs and the cruel industry they endure. Norton loves to hangout in his Norton's Nest Hammock, and was the catalyst that brought our brand to life!
norton's nest
Our Mission
We aim to provide owners and their little shelled friends with reliable and proper care supplies tailored to hermit crabs and their natural environment. Hermit crabs tend to be a forgotten market in the pet world, forcing owners to have to shop in the reptile or aquatic section. We are here to close that gap, while also providing helpful hermit crab care resources, spreading awareness, and advocating for hermit crabs.
