Over-the-top Pet Pampering

Dishing out the Diamonds

Pet pampering reaches an all-time high

By Lauren Lewis

What in the world is next?

We’ve got our canine companions getting married, complete with doggie bridal gowns and tuxedos; walking down fashion runways sporting haute couture in the first Pet Fashion Week in New York City; and even some spa treatments for our furry pals sound more enticing than those for their human counterparts. It’s not news that as a society we are rolling out the red carpet for our pets. After all, the American Pet Products Manufacturers Association estimates we’ll spend more than $38 billion on them this year. But is it ever too much?
Pet products expert Charlotte Reed says no. “Think about it: Your pet lives for maybe 10 to 12 years. And say you have no kids. You always have your pet. Why shouldn’t you do your best for him?” she says. “I think that’s why people spend the money. Your pet’s really your best friend.”

Pawject Runway

Reed recently released her tips for your pet’s fall wardrobe. Nowadays, she says, our pets have their own social agenda—complete with yappy hours, play dates, doggie day care, and more. As a result, more and more people are providing their dog a wardrobe of her own—including party outfits. And casual wear. And accessories. And, well, just about everything we humans have in our closets. Cashmere, tweed, and plaid are in vogue as far as pet fashion goes, and having more expensive garments means more upkeep. “Now we’re seeing people taking care of pets clothes,” says Reed, which leads to miniature wardrobe armoires for pets, wooden hangers specifically for pet clothes, and of course more trips to the dry cleaners.
High-end designers are no strangers to this budding niche market. Fashion mavens like Gucci, Von Dutch, Juicy Couture, and many others have leapt into this growing market. At Juicy Couture, for example, high-gloss hounds can sport the collection’s leash and collar set ($95 at www.JuicyCouture.com) or imagine Fido prancing down the street in her Burberry dog sweater ($155 at www.Burberry.com). Even Jeep auto manufacturers have gotten in on the trend. Picture the smooth ride your treasured friend will enjoy in the Jeep Wrangler Pet Stroller ($120 at www.AllThingsJeep.com).

Some like it haute

Certainly our furry fashionistas need their R&R as well. Ever thought about a sauna for your pet? Don Stanton did. Stanton, the president and founder of Miracle Heat—a company that manufactures saunas—decided to make a version of his product for pets after his customers kept sending him letters and photos of their dogs and cats in their saunas. “Our response has been great. Customers who really pamper their pet seem to be our best customers,” he says, adding that he also sees interest from pet guardians who have older pets with joint and muscle pain. The pet sauna uses infrared heaters to warm the sauna to 80 degrees, a temperature Stanton says is safe for the animals. A small sauna for a pet weighing up to 30 pounds will cost you $500.

A Purr-fect stay

At Groom at the Inn’s Naples Dog Center in Naples, Florida, dogs are indulged with spa services that include Reiki massages—a method that treats not only the body, but also emotional, mental, and spiritual states. “Pawdicures,” herbal rinses, and even mud baths are also available (and to think all this time most of us have been trying to get the mud off).
For jet-setting pooches and felines, hotel stays mean more than a spot on the floor beside their guardians’ beds. More and more hotels are offering deluxe packages for their four-legged guests. The Hotel Marlowe in Cambridge, Massachusetts boasts a Pampered Pets Package for $75, which includes a cozy bed, fleece blanket, and lunch box full of gourmet treats from Polka Dog Bakery, a local favorite. And if it’s your dog’s birthday, for a small fee, the hotel is happy to order her a birthday cake as well. In San Diego, for $300, your pooch can take surfing lessons at Loews Coronado Bay Resort’s Su’ruff Camp. And, upon arrival at the Hotel James in Chicago, four-legged visitors receive an extensive menu of canine and feline perks, including optional aromatherapy massages with partnering business Pooch Chicago, restaurant specials from David Burke’s Primehouse such as filet mignon for dogs and poached salmon for cats, and even swimming sessions. “It’s been a really positive response so far,” says marketing director Joel Morales, adding that even big dogs are joining in the fun. “I think that pets have become part of people’s lifestyles and they don’t want them to be left out.”
These days our pets pretty much have it all. They can crack open a beer with us at happy hour (visit Happy Tail Ale at www.BeerForDogs.com), sip Pinot Leasheo (visit www.BarkVineyards.com), head to adventure camp or a pet resort when they just need to get away, and even drink out of wildly expensive 18k gold water bowls if they want. Whatever way we choose to do it, pampering our furry friends is inevitable for doting guardians.
But, Charlotte Reed says, there are a few limits when it comes to indulging our pets. In particular she mentions the recent trend of cosmetic surgery for pets—plastic surgery done purely for aesthetic purposes. A primary example of this is the practice of implanting Neuticles, which are testicular implants designed to give neutered pets a more masculine, unneutered look. “That’s extreme,” Reed says. Also, she adds, “I would never put my dog in a dress.”