Thursday, May 01, 2003
Copyright © Las Vegas Review-Journal

PAMPERED PETS: Master Class

Dogs and cats have owners well-trained to give them lives of luxury

Photos by Ralph Fountain. Some pet products are so high-end they cost more than a setting of fine china. This dog sculpture is actually a dog feeder, with food and water dish, and retails for $145 at Amen Wardy Home store. Cat owners don't have the vast selection of chichi pet items that dog owners enjoy, says store owner Amen Wardy, but this Old Sailors Brand pet dish, at $25, comes close. It's "Bone, Sweet Bone" for the lucky Ruff who will live in this doghouse styled after a log cabin. It costs $625. Photo by Amy Beth Bennett. Arthur the Chihuahua relaxes on a luxurious Aladdin-style couch ($299) at Puppy Enterprises Dog Salon and Bakery. Dachshunds and other small dogs can travel in style inside these Dachshund-shaped dog carriers, $29.99. Note that one models a tiara, $19.99. For some dog owners, regular dishes won't do. There are a variety of elaborate pet food bowls that come in several shapes and designs, such as this dog bowl for $34.99 at Puppy Enterprises.

Whether it's a dog bed covered in Italian tapestry, a rhinestone-encrusted cat food bowl, hand-beaded, custom-made clothing or gourmet goodies, Americans are treating their pets like doggone "aristocats."

Yes, the lion may be the king of the jungle but it's his smaller cousin, the house cat -- along with domesticated dogs -- who's ruling the roost.

Giving a whole new meaning to the term fat cat, U.S. residents will spend an estimated $31 billion on pet products this year, including food, veterinary care, accessories and toys, according to the American Pet Products Manufacturers Association.

And, when it comes to those toys, they're not buying just the old rawhide bone and catnip mouse that have been around for years. No, pet owners are purchasing more luxurious gifts for Fido and Fluffy, including pet cologne, French daybeds, pet massagers and magnetic therapy pet jewelry, among other things.

"People who go crazy for their animals don't even ask the price, they just buy it," says Amen Wardy, owner of the local home stores that bear his name.

The store carries mainly unique items for the home, such as plates and linens, but Wardy says his chichi pet items are big sellers.

Pucci and Timmy Holedigger pet colognes retail for $10 a bottle. A box of doggie treats wrapped with a bow costs $22. A ceramic food bowl costs $65 while the iron sculpture that holds it runs $145.

And those luxury dog beds upholstered with Anichini Italian tapestry? They sell for $1,750.

"I know a woman who bought three for her dogs. If you buy it for one you have to buy for all of them. They get jealous," Wardy says. "Maybe it's like when you're buying for your baby or something."

Wardy isn't far off from the truth; 90 percent of pet owners consider their animal a member of the family, according to statistics from the American Pet Association.

People treat them that way, too, doing human things such as celebrating pet birthdays, referring to themselves as their pets' mommy or daddy, and signing the cat and dog's names on greeting cards.

It's no surprise some pet owners are happy to pull out their wallets to pamper their puppies and kitties, says dog owner Philip Mathews.

Mathews and his wife, Tammy, love to spoil their four dogs so much that they opened Puppy Enterprises Dog Salon and Bakery, 1780 N. Buffalo Drive, three months ago, so they could pamper other people's pooches.

In addition to the traditional grooming services, they offer salon packages complete with massages, petting and belly rubbing sessions, manicures with polish and bubble baths. They also sell clothing, jewelry and canopy beds.

"If you were going to take time out to go to the salon, you would want the best treatment. Some people want the same thing for their pets," Mathews says.

Las Vegan Mark Grandusky was in the salon recently to get his dog Polar groomed. He says he wouldn't go as far as buying clothes or a fancy bed for Polar, but Grandusky admits he does spoil him with treats and toys.

"I'll give him something if he likes it," Grandusky says.

Other customers come in looking for luxury, Tammy Mathews says.

"I've got people coming in buying robes for themselves and robes and rhinestone tiaras for the dogs," she says.

The bakery items are another big seller, Philip Mathews says. They look like human food but are made especially for dogs. Pupcakes cost 75 cents each while a birthday cake with hats goes for $14.99. Shi Tzu sushi costs $1.50 apiece.

While those who don't own pets might think this kind of luxury is too much, Philip Mathews says, other dog owners understand.

"It's like having kids, we are nuts about our dogs," he says. "they bring us a lot of happiness."