It's a dog's life
Massage and manicures aren't just for humans
By Joan Tupponce CONTRIBUTING WRITER

Bailey is a privileged pooch. According to her mom, Chesterfield resident Jamie Hall, the three-yearold black poodle loves getting a massage and having her toenails painted to match the color of her collar. Bailey visits Posh Pets, a Midlothian day spa and boutique for pets, about every four or five weeks for her services.

She's also a fashion plate. When the weather turns colder, Bailey dons decorative t-shirts adorned with sparkles and rhinestones.

"She has a pink collar with stones and an angel charm that she wears on her collar," Hall said. "My husband says the dogs are spoiled rotten, and that the pampering is more for me [than for them]."

Hall represents the growing number of dog owners who are pampering their pets with everything from pearls and tiaras to gourmet treats. The new trend brings with it doggie day spas, pet gift shops and guides such as Arden Moore's "50 Simple Ways to Pamper your Dog."

People are humanizing their pets more than ever before, says Posh Pets owner, Milla Kushnir, and her business reflects that trend. Posh Pets' boutique includes everything from Chewy Vuittone toy purses and jewelry to designer dog beds and cages that resemble wicker furniture.

Jamie Hall's poodle, Bailey, has her nails painted by Jamie Partin, a groomer at Posh Pets.

"Our boutique market has boomed in the last five years," Kushnir commented. On the service side, more and more of Kushnir's customers are asking for hot oil treatments for their dogs. "A lot of dogs suffer from skin allergies," she explained. "The oil alleviates the dry, flaky skin."

Dog owners also want their dogs' toenails painted and, in some cases, their dogs' fur colored. "Color is mostly done on poodles," Kushnir explained. "Often the owner will want the pompom on the dog's tail to be a color such as pink or green."

When it comes to pet clothing, pampered pooches are wearing everything from fashionable sweaters to dresses and raincoats.

"People want something different, something they don't see another dog in the neighborhood wearing," Kushnir said.

Meg MacKay, who owns Pet Spa Mobile Grooming in Chesterfield, goes to customers' homes to groom their pets.

"A lot of people don't want to take their dogs to a shop because they want them to be treated individually," she explained.

What breed is the most pampered? MacKay says that honor goes to the Maltese. "I guess it's because they are so small," she said. "They can be as little as three or four pounds."

MacKay has a few clients who take pampering to a new level.

"Some put puppy pads in a room in the house, so the dog doesn't have to go outside to potty," she said. "They don't want them to get their feet dirty or to be exposed to the elements. Another client has a Yorkshire terrier that wears pajamas to bed. She dresses him a lot in the winter. We also have a Yorkie who wears a pearl necklace and a Yorkie mix that has a jeweled collar that looks like a necklace."

Today's pets are being groomed more often than in the past.

"I have been in the business for almost 20 years," said Sherri Mesco of Bath and Biscuit. "Ten years ago you never had a pet come in once a week to be groomed. Now we have regular standing appointments."

Dan Burroughs of Burroughs Dog Grooming agrees. Burroughs has been grooming dogs since 1962.

"People are looking for a greater degree of care for their pets," he said. "They want hot oil baths, medicated shampoos, and they want the groomer to be an expert."

Competition in the industry has grown, he adds.

"Now we have day spas for dogs. That's a big thing in the industry."

Mesco believes that Junior - Junior's mom is Liz Tomason, one of Mesco's employees - is one of the most pampered dogs she knows. The four-pound, buff-colored Pomeranian accompanies his mom to work every day.

"Anything he would ever want, he gets," observed Mesco. "He gets extra tender-loving care. He even gets carried around in a Gucci bag."

But, being pampered can wear you out. When Bailey comes home from her spa-like appointment, she's literally dog tired, Hall said.

"She does seem to love it. Sometimes I do more for her than I do for myself. You do have to baby them."