JoAnn Turbin spritzed her lab-husky mix, Merle, with Vivid Vanilla and Ocean Breeze deodorant. The pooch was a guinea pig for Turbin's new business venture as a consultant for Shure Pets, a Chicago company that sells items for pampered pets.
Its main sales tool is the Pupperware party. Similar to in-home parties
hawking candles and plastic ware, Pupperware parties allow guests to sample items from paw balm to puppy shampoo while the host earns incentives.
"I've been wanting to do something in the pet industry because I love animals," Turbin said. "I think it's a very booming business right now."
Shure Pets began in 2003. Reflecting a recent explosion in the pet products industry, the company now has 1,100 consultants, with about 100 signing up in a recent two-week period.
"People treat their pets as part of the family" and, to some extent, spend money on their pets the same way they would spend on a child, founder Andrew Shure said. Shure Pets products include treats, toys, health and beauty items and apparel. They're only available through a network of consultants, who each paid $99 for a starter kit.
Consultants help organize Pupperware parties or host the parties themselves. People who want to order from the company need to use a consultant's ID number.
The American Pet Products Manufacturers Association estimates the pet products industry netted nearly $36 billion in 2005, up from $17 billion in 1997. It notes that high-end items meant to spoil pets have become must-haves and are part of a top trend.
"The people who gravitate to us are really sincere about (their) pets," Shure said.
Shure Pets' catalog offers feeding bowls, pumpkin and coconut flavored biscotti bars and striped polo shirts for dogs. An $11 yard sign gently reminds dog-walkers to pick up their pet's excrement.
The hottest seller is a waterless, foaming pet cleanser.
For more information, visit www.shurepets.com or call (888) 748-7373.
