Dealing with clients' distress, especially at euthanasia, is a significant stressor for many veterinary nurses. However, few have had formal training in how pet loss affects clients, and how best to communicate with grieving clients. Moreover, many veterinary practices do not take a comprehensive approach to client care during animals' end‐of‐life phase. This article provides an overview of grief for pets and critiques some popular assumptions. A second article will outline practical ways to support clients.