Four-Legged Paradise

Some folks might question Cindy Curtis’s decision to leave a steady-income job in public accounting to start a high-end pet bakery and boutique.

But the 28-year-old first-time business owner who opened Wags of Baxter last July believed the decision was more sound than silly.

According to the American Pet Products Manufacturers Association, spending on pets reached an all-time high last year with $38.4 million in sales.

Both baby boomers with grown children and young professionals waiting to start families see their pets as companions and members of the family. Big chunks of their discretionary income pay for everything from gourmet food to goggles, sweaters to strollers and toys to treats that look as if they were prepared by a pastry chef.

“I left public accounting because of the schedule, and although there are long hours in retail, it’s all about doing something I love,” says Curtis. “I always had this idea in the back of my mind, but came up with reasons not to do it. Then I found this space and wrote a business plan. It started to take off and feel right for me.”

Opening her first business, however, has required both pit bull ferocity and Pekinese grace. Curtis had to navigate her way through leasing space, arranging financing, designing a logo, selecting merchandise and stocking the store.

Biggest lesson learned? Setting up shop is always more expensive than you think.

“I wasn’t prepared to work long hours without being paid or to make cuts and sacrifices in my personal life to keep the store going,” she says. “I’ve since learned from people who’ve owned businesses a long time that it might be a year before you turn a profit. The important thing is to find other business owners both in the same stage and who are more experienced. A good support system of colleagues makes it easier to get through the hard times.”

Located on Main Street in Baxter Village, Wags is a fun excursion for pet owners and a great place for non-owners to find pet-related gifts. Brown paw prints painted near the ceiling of the ivory walls create a whimsical, yet neutral background for the shop stuffed with unique merchandise.

At the front of Wags, a glass case holds pet treats prepared locally by Barbara’s Canine Catering. On the menu are Apple Cinnamon Donuts, Carob and Peanut Butter Swirls, Salmon and Cheese Bon Bons, Pizza Twists and dog biscuits in flavors such as chicken herb, apple oatmeal, pumpkin, cinnamon and mint. Wags also carries special-order “paw-ty” cakes.

Pet owners are welcome to bring their four-legged friends into Wags on a leash, and every canine customer gets a free biscuit.

In the back of the store, a large display of specialty dog and cat food includes Turducken (turkey, duck and chicken), Cowboy Cookout, Rocky Mountain Rainbow Trout and Grammy’s Pot Pie.

Then there’s the fun factor of Wags, which is stocked with an incredible array of practical and who-knew-they-made-that gifts for pets.

Among the standards are rhinestone-adorned sweaters, themed neckerchiefs called “wag rags,” rawhides, chew toys, bowls and treat jars, training books, leather leashes and preppy ribbon collars.

Looking for something unusual? Check out Wags for dog agility kits, kitty cat circuses, catnip cigars, doggie toothpaste, cologne, bug spray, grooming wipes, 100 percent UV-blocked goggle sunglasses for dogs that enjoy boating and even edible greeting cards.

More than just a pet supply shop, Wags also serves as a gathering place for animal lovers who swap stories and give each other advice on living in harmony with their pets.

“I love the interaction with people in the store,” says Curtis, who brings her dogs Denver and Monty to work one day a week. “It’s nice to commiserate with what customers are going through with their pets. We share stories and we laugh about the things our pets do. It doesn’t make you feel as bad when you know you’re not the only one with a disobedient dog.”

Wags also hosts special events for pet owners and their four-legged friends and participates in Baxter’s popular community events.

“Wags is a great place for pet owners to bring their animals on a special errand,” she says. “They can walk down Main Street, stop by Starbucks for coffee and come here for a dog treat. It’s a fun place to meet other pet owners too.”

As a business owner, Curtis has found Baxter to be a great source of support from fellow retailers who’ve all experienced the challenge of starting a shop.

“There are people here who’ve been running businesses for years,” she says. “They’ve given me good advice and have encouraged me to hang in there. Sometimes a word of encouragement and the feeling that they’ve been there too is all you need to hear to keep going.”

Want to Go?

Wags of Baxter Pet Bakery & Boutique is located at 975 Market St. at Baxter Village in Fort Mill. The shop is open 11 a.m. to 6 p.m. weekdays and 10 a.m. to 6 p.m. Saturday. Details: 803-396-2932, www.wagsofbaxter.com.