Fetching fashion

[bigdoglover]

Reading Eagle

By Angela Haupt

True, the dogs of yesterday played fetch. But if Berks County's booming pet boutique industry is any indication, today's dogs would rather look fetching.

Fido has taken a turn toward the pampered and posh, and he has the wardrobe to prove it.

“At first, everyone thought pet couture would be a fad but it clearly is not,” said Trina L. Angelovich, owner of Le Paw Chic, a West Reading pet boutique. “To say it's over the top is an understatement.”

Integration of the dog and home is crucial to the trend, said Barb Emmett, who owns Godfrey's Welcome to Dogdom in Knauers.

“Dogs really are part of the family,” she said. “They're not out in the back yard they're in the home. And just like our children, they reflect us.”

Apparel

Party dresses, pajamas, baseball uniforms and camouflage army gear make up only one page in the catalog of pet apparel.

If it's in your closet, chances are you can find a (much smaller) replica for the family dog, too.

Rodney Herner, owner of Lucky Dog Grooming & Boutique, Laureldale, said cocktail wear is a popular choice among pet owners.

“We have a lounge gown for girls and a smoking jacket for boys,” he said. “But if your dog is more masculine, you might want to get him a sports jersey.”

Other top sellers include matching shawls for owner and dog, rain jackets, parkas, terry cloth bathrobes and kilts.

Emmett said she is partial to the hand-beaded Oscar Newman dress she sells for $79.99.

“What's challenging is that we all know brands like Coach and Lauren,” she said, “but in the dog world, people don't yet recognize that there are certain top, quality brands.”

Special occasion apparel, including wedding dresses, veils and tuxedos, is available at most pet boutiques. Bridesmaid and flower girl dresses and ring bearer attire, however, tend to sell more frequently.

Angelovich's 2-year-old Maltese, Kiwi, walked down the aisle in a light pink gown at her owner's recent wedding.

“I almost spent more money on her dress than I did on my own,” Angelovich said with a laugh.

Cost for pet apparel varies based on quality and design, but the price range is wide. Sports jerseys often sell for less than $20; party dresses could cost $100.

But no matter what outfit you choose, choose well: “It's a reflection of the dog's personality and your style,” Emmett said.

Accessories

Popular pet accessories include scarves, leather biking caps, barrettes, bow ties, magnetic earrings and customized collars and leashes.

“Why would you buy just one collar for your dog to wear for the rest of his life?” Emmett asked, running her fingers over Swarovski crystal-studded collars. “You can change it based on season, mood and whether your dog wants to dress up, down or sporty.”

Charms and necklaces are also in style, though experts recommend dogs wear jewelry only occasionally.

Angelovich said her Chihuahua, Blue, stands out when he wears nail “pawlish” of the same color.

“He's pretty metrosexual,” she said. “He can handle being a boy and looking like a girl.”

But Doggles or goggles for dogs may offer the greatest health benefits, Herner said.

“Some veterinarians actually suggest dogs wear them, especially after cataract operations,” he said. “They also protect military dogs from sandstorms and glaring sunlight.”

In the home

At Godfrey's, pet owners can choose from about 65 swatches of fabric to customize a pet bed that matches their home's furniture.

And at Le Paw Chic, puppy carriers range from silk totes to basket-like purses.

Pet strollers are among the most popular and practical sellers, some boutique owners say.

“One dog who came in had leg and hip problems, so the stroller was perfect for him,” Emmett said. “Another customer liked taking her dog to the flea markets, but the macadam was hot on his paws. And someone even used a stroller to take his dog to the hospital to visit a patient.”

This fall, Godrey's will unveil a new line of fine china dining bowls. The pet's name can be engraved on each dish in gold lettering.

“Dog supplies used to be so utilitarian,” Emmett said. “I remember when feeding dishes were steel.”

Treats

Both Angelovich and Emmett said their shops specialize in natural, holistic food products.

“People want their pets to live longer and healthier lives, and they're becoming more educated about what they're feeding them,” Angelovich said.

Le Paw Chic's most popular products include natural yogurt chips, peanut butter biscuits, cheese-stuffed mushrooms, trail mix and lollipop chews.

Lisa Hollinger of Lower Heidelberg Township said she purchases products for her four-pound Yorkie's reduced-fat diet at the shop.

“It's full of vitamins and nutrients, and it's working out really well,” she said. “She's been eating it, and she often won't eat certain foods.”

At Godfrey's, pet owners can choose among sweet potato chews, Chinese fortune cookies, handcrafted organic biscuits and liver brownie mix to name a few.

“The natural treat world is incredible,” Emmett said. “And we've found that dogs like to shop here, too. They love coming in and choosing their toys and treats.”