by Nancy DeVille, The Tennessean

Splurging on dogs stays in fashion

The bright yellow, green and blue walls are cheerful and comforting. There are multiple playrooms to suit every personality and size, while the fenced in backyard offers plenty of room to roam.

Those who come are encouraged to behave and even get rewarded for it. Day care runs about $29 for a single visit or one month at $425.

You can even get a live glimpse of what's happening from the facility's webcam, of course, except during naptime.

What sounds like the ideal day care for your toddler is actually only for four-legged friends at one of Nashville's newest day cares for dogs.

Amidst one of the worst economic downturns in decades, the pet industry continues to remain robust. Total pet spending topped $43 billion in 2008, and a 4.9 percent increase to $45.4 billion is projected in 2009, according to the American Pet Products Association.

Nashville pet owners are following the national trend, and supporting upscale pet spas like the newly opened Dogtopia and more established boutiques such as Lucky Pup, Come Sit Stay and Le Pooch & Co.

"People get pleasure buying things for their pets," said John New, professor at the University of Tennessee College of Veterinary Medicine.

"A dog is nonjudgmental and doesn't make you live up to expectations and will love you no matter what.

"Pets bring a sense of wholeness in people's lives that may be harder to obtain from other people."

Coats for canines come first

Sharon Billingsley is eating out less with friends so her two dogs can enjoy more expensive pet food that will cost about $120 a month. One of her pets recently spent a week at a doggie behavioral boot camp to help control his temper.

"To me, this is an investment in the happy future with my dogs," the East Nashville resident said. "This is much more lasting than taking them to get their nails clipped.

"This will improve my everyday existence and theirs. Having dogs that are happy and well adjusted will make things easier on me."

Many consider their pets as surrogate children and are willing to fork out funds to keep their pooches happy, often going without themselves.

Pam Brewer is the first to admit her three greyhounds and Chihuahua are pampered. The canines wear pajamas in the house and if the temperature falls below 32 degrees, they can't go outside without their coats.

"I live for my dogs. They are my greatest asset," she said. "They only want love, attention and to be spoiled. There's nothing that is not good enough for them."

'Pets are children'

In recent years, the pet industry has exploded and now features specialty items once only enjoyed by humans. Dogs now take in everything from, "pawdicures'' and organic treats to designer leashes and deco leather couches to lounge in after a long day.

"My business has been great and continues to grow from month to month," said Kristin Milner, owner of Lucky Pup in Edgehill Village.

"The natural thing to assume is pets would be the first to suffer, and it's hard to believe there are this many people out there still pampering their pets. As many as there are who are feeling the pinch, there is a equal amount that refuse to have the economy affect their dog."

But Angela Brooks, owner of J's Pampered Paws in East Nashville, is struggling to sell accessories and is considering offering bathing and shaving instead.

"East Nashville cares about their dogs and have a lot of dog rescuers, but are not interested in buying a fancy collar but will buy good food," Brooks said. "I have a nice space, but the overhead is pretty high. All the clothing, collars and leashes are on sale, and I'm trying to move them out and get the best things that will sell in this area."

Some make changes

The economic recession has forced some to forgo splurging on their pets. By making simple changes like grooming her Pomeranians at home and switching medications, Joan Harris is saving about $1,000 a year.

"It's not easy to groom them, and sometimes they get a little aggravated and we have to take a break," she said. "We were just looking for things that we could give up and really wouldn't miss. "But now it's just become kind of a routine. I probably won't be going back to paying to have it done."

© The Tennessean 2009