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Healthy treatment for animals is a growing trend

By Maggie Ybarra
Tuesday, July 31, 2007

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Mona Lisa is in need of retail therapy.

A nine-pound mixed-breed cat of Siamese descent, Mona Lisa spends her time lying around her owner's bedroom listlessly waiting for food.

Her owner, Eunice Whitaker, 73, thinks a pretty new shirt can help Mona Lisa feel better about herself.

On a recent day, Whitaker looked through a stack of pink clothing at Three Dog Bakery with a tape measure hanging around her neck and Mona Lisa's measurements in her head.

"This would be too busy because her fur is shaded," Whitaker said as she held up a polka-dotted shirt with ruffles on it.

Whitaker is one of many pet owners who humanize their pets, those in the business of catering to them say. The tendency to pamper his or her best friend is driving the services of pet-oriented businesses to a whole new level of indulgence.

For example, dogs and cats that experience stress can get massage therapy, whirlpool therapy or a facial at Enchantment Pet Resort and Spa in Rio Rancho. Pets that need to work on their social skills can interact with other dogs during Yappy Hour and dine on all-natural-ingredient cake at Three Dog Bakery, 9821 Montgomery Blvd. N.E.

The trend is growing, said Crystal McLernan, owner of Enchantment Pet Resort and Spa. McLernan plans on expanding the doggie training area and adding a swimming pool to her facility for dogs to swim in.

"People are just treating pets like they're members of their families all the way around," McLernan said.

Whirlpool therapy, though it has been temporarily suspended during remodeling at McLernan's spa, is also a popular.

"The dog is put in a sling and lowered into the whirlpool," McLernan said. "Usually the dog goes through a series of sessions. The first session, the owner is there to calm him down and give him treats."

McLernan said she notices a lot of people taking a broader approach to their pets' health.

Kim Snitker, owner of Three Dog Bakery, said she sees the same trend and makes healthy all-natural pastries in her kitchen.

All the names of her pastries play on dog-related words such as Forget-Me-Mutts, Puptarts and Wagamelon Cake.

Snitker said she opened the pet-friendly business because she wanted to be able to bring her pet — an Australian cattle dog named Maddie — to work. She also said she wanted to be able to cook and have a good time.

"I definitely saw it was a niche market that hadn't been filled yet," Snitker said.

Three Dog Bakery also offers cakes for dog and cat birthday parties and has a wall decorated with chewed-up shoes, or "lost soles."

In addition to that, the bakery sells clothing for pets.

Whitaker is convinced Mona Lisa would wear a size medium but can only find T-shirts in small and large sizes. She selects one with a butterfly design.

"I like the bling-bling, don't you?" Whitaker said as she picked a hot pink T-shirt with a butterfly design in rhinestones. "I think I'll get this one. I wonder how much it is."

The price on the tag was $14.99. But money is not an issue where Mona Lisa is concerned.

"She's worth it," Whitaker said. "All our kids are grown up, now so we have to baby our cats."