Pet nation

Treating our pets like people

As doggie days go, April 4 was a spectacular one for Woody. We invited him to experience the life of the ultimate pampered pooch. First, he traveled celeb style in a "Doggy Diva" limousine to the New York dog spa. After a relaxing massage, the limo whisked Woody to his next stop: "Woofspa,” a hotspot for swanky pooches. Woody got the works: manicure, oatmeal bath, hot oil and grooming. Royal treatment? You bet. But for pets these days, that's hardly unusual.

Lauren Halperin: “People are treating their pets like they're worth their weight in gold.”

Lauren Halperin, publisher of the brand new magazine "Paw Luxuries," says when it comes to pampering, pets are living large.

Halperin: “There is nothing in the world that shocks me anymore. I've heard of four poster canopy dog beds that cost more than BMWs.”

Your spoiled pet can now dine on sushi, look ultra chic in "doggles" sunglasses, get that perfect "dogicure" with paw-lish and party the night away in pretty dresses that'll run you up to about $600. And get this, you could even buy Fifi a mink coat or $3,000 bottle of Les Pooches perfume. And, perhaps the ultimate would be $45,000 for genuine diamond doggy earrings!

Dateline Special: Pet Nation Part 1: Our pets and why we love them Part 2: Treating our pets like people Part 3: Push for cutting edge medicine Part 4: Red carpet life for celebrity pets Part 5: When Fido is the celebrity Part 6: First pets of the White House PET NATION MAIN PAGE

Woody's "mom" Heather hasn't broken the bank for anything wildly extreme, but she does loves to see her little guy looking good. To cap Woody's big day of pampering, he donned a tux, then his proud parents escorted him to a black-tie fundraiser for animal shelters. That's right, a black-tie event for the dogs. From Woody's perspective, it had to be one grand evening.

Roker: “When did our pets start becoming people?”

Dr. Nieburg: “It has to do with ego. It has to do with my pet is an extension of me. And if there's something really cool about my pet, that makes me cool.”

Pet lovers don't deny it.

Halperin: “My dog has a carrier, and it happens to be Louis Vuitton.  Does he know it's Louis Vuitton? No. But I definitely do.”

That's right, even high-end designers are cashing in on the pet pampering craze. Burberry now offers custom-made trench coats for dogs, ranging anywhere from $250 to $625. Woody strutted in style when he tried one on for size.

And stores catering to the fashionable pet are everywhere. LA's "Fifi&Romeo," favored by the likes of Paris Hilton, Nicole Ritchie and even Prince Charles, specializes in cashmere sweaters for dogs that can cost up to $225.  New York's "Scout" carries tiaras, pearl necklaces and, can you believe it, doggy wedding dresses!

That's right, we're talking doggy bow vows, two dogs actually marrying each other.

Karen Ngo, owner of Scout: “People are so obsessed with their dogs that to them it just makes perfect sense that they would get married.”

Think you can't top that? How about a lavish birthday party? One in Miami, complete with private jet and hummer limo for Sweetpea, the dog of honor, was hosted by Kim Walker's "Teacups Boutique."

Kim Walker, co-owner, Teacups: “The party was estimated at $30,000. It was filled with belly dancers. We had pony rides for the dogs.”

Some facets of the burgeoning pet industry are more functional than just fun. If you travel, you no longer have to worry about leaving Fido or Fifi at home. Midwest airlines even offers pets frequent flyer miles. Luxury hotels like the W cater to their canine guests as well. At the LA Cat Hotel, where Jay Leno's cats are regulars, the feline guests lounge contentedly in front of private television screens. That's just purr-fect.

Doggy daycares are so popular now, getting into some is like trying to get into Yale or Harvard. At Central Bark in Ft. Lauderdale, a dog's day mirrors a child's in daycare. Co-owner Chris Gaba says there's plenty of play time, even time for an afternoon nap.

Chris Gaba, co-owner Central Bark: “They're just like children.  They need that time to wind down. They get a snack. The classical music and aromatherapy help to chill them out.”

For the worry-warts who want to know what their dogs think of it all, Central Bark taps into the services of animal "communicator" Joan Ranquet, who claims she can "talk" to animals via telepathic communication. Eli, a doggy daycare regular, tells Ranquet his previous owner left him feeling a little insecure.

If it all just makes your head spin, you could always cool out with Crunch Gym's Ruff yoga class. That's right, yoga for dogs. Hey! You've heard of downward facing dog haven't you? Well, I borrowed Woody to check it out for myself. Woody's parents, who've never taken him to yoga before, were impressed.

Heather: “Afterwards, the whole night, he just seemed really relaxed.  It sounds crazy, but he really seemed different, his personality.”

Jimmy: “Yeah, he wanted to know where his mat was.”

But has America's love affair with their pets gone too far?

Dr. Nieburg: “I think people do want to pamper their pets. On the other hand, do dogs understand that they're getting a pedicure?”

Roker: “Or do they care?”

Dr. Nieburg: “Or do they care?”

Pet lovers say it doesn't matter. They want to spoil their beloved pets because they provide that elusive thing, something called unconditional love.

Halperin: “Pets do not care who you are, where you come from, what color skin you have or what religious background you have. When you walk in the door they are happy to see you.”