TIME TO PAW-TY

A growing niche in the pet industry gives new meaning to the notion that expressing your love for a pet can bring reciprocal benefits.

Take Samantha Porter of Las Vegas, for instance. She owns two dogs, a cat, a rabbit, a snake and a fish. But the price tag for maintaining the small colony of creatures doesn't eat into her household budget as much as one might expect. Instead, she supplements her income by organizing "pet pawties" so she can sell pet products and earn commission. The gatherings are similar to events held to sell makeup or domestic products.

"It's Tupperware for dogs," said Porter, a civil engineer whose side gig also includes selling the products at public events in addition to the private parties.

Porter is a pet adviser for Petlane, a Concord, Calif.-based company with pet advisers whose ranks now span the country, growing from just a handful a few years ago, when the company first started. Pet advisers offer merchandise from a catalog filled with 250-plus unique products for dogs, cats and birds, ranging from gourmet snacks to toys to clothing to accessories, including doggie jewelry.

"Commission starts at 20 percent for a basic pet adviser," explained Porter, who said she is the only active pet adviser in Las Vegas and has been selling the products since December 2005. "When sales exceed $1,000 per month, it goes up to 25 percent commission. From manager and upward, you get a portion of the sales of your team below you."

Porter said she does between one and four events per month. "That's because I work full time and I do this for my own enjoyment. And it supports the habit of my big zoo," she said. "When you are a pet adviser, you can get your products at a discount or for free."

She said she also helps raise funds for local groups and organizations by donating a portion of sales during shows. In addition, she tries to broaden people's knowledge about animals, as is Petlane's philosophy.

"We provide great education, as well as great quality products for pet owners," Porter said.

Amanda Gardner, a local customer of Porter's, pointed out the durability of a product called a Rumble Ring, a circular, machine-washable dog toy made with two layers of industrial-grade nylon and a layer of soft fleece on the outside. It sells for $15.99.

"You can throw it like a Frisbee and it floats," Gardner said.

She said it was money well spent, since the item stood up to the strong jaws of her 1-year-old chocolate Labrador retriever. "They're very oral. They like to be chewing stuff," she said. "It was something that was nice to have for a puppy."

Porter said the fact that more and more people are developing meaningful relationships with their pets has helped lead to the increasing popularity of products such as the ones that she sells.

"The pet market is growing extremely quickly. It's a $38 billion industry," she said.

The American Pet Products Manufacturers Association estimates that Americans will spend $40.8 billion on pet products this year. And the 2007-2008 National Pet Owners Survey reports that 63 percent of U.S. households own a pet, which equates to 71.1 millions homes.

"I think part of it is there has been a change in attitude about our pets. We view them as a part of our families. The baby boomers, their children have left home. A lot of them are taking on pets as substitutes for their children," Porter said. "In most cases, people form extremely strong bonds with their pets. We've also had an increase in humane education."

Gardner had similar thoughts about what's fueling industry growth, saying individuals who have no children in the household are more likely to spoil their animal companions. "Their pets are their babies," Gardner said. "I think getting into dressing up your pets (also) has gotten really big."

But kids or no kids, it seems that virtually any owner gets a warm and fuzzy feeling when presenting a gift to a pet.

"It makes you feel like you're treating them well," Gardner said.

For more information, visit petlane.com, or Porter's Web site at www.mypetlane.com/Samantha.Porter.aspx. If interested in becoming a pet adviser, call (888) 870-8324.