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Doggy Accessories

Jamestown Native Opens Internet Puppy Boutique

June 7, 2009
By Dennis Phillips,
The term rockstar is usually associated with music legends like Keith Richards or Pete Townsend. However, if Jessica Auria has anything to do with it the term will now be used with names like Toto or Spot. Ms. Auria has started her own business — Rockstar-Puppy — designed around giving a rocker’s attitude to puppies and dogs. In February, Ms. Auria, Rockstar Puppy Boutique president, started the Internet boutique, which sells toys and accessories for puppies and dogs. She said she started the business because she could never find a quality, well-organized Web site that sells trendy accessories for puppies. ‘‘It seemed like on other sites I was searching through hundreds of items and not finding what I was looking for, which frustrated me. The sites were less personal and more commercial,’’ she said. ‘‘I thought that by starting a more organized, better quality boutique that there would be a need. The quality and selection of my products sets me apart.’’ Ms. Auria said the business was slow at first, but has picked up in recent weeks. She said she gets about a 100 hits on her Web site a day, which is good for a business just starting out. Plus, she said there is definitely a desire with the American public to dress their puppies up because celebrities like Paris Hilton does and movies like Beverly Hills Chihuahua are being made. She said pet owners spent an estimated $39 billion on toys and accessories for their pets in 2008. ‘‘Doggie parents love to treat their ‘fur kids’ with quality gifts, accessories and necessities,’’ she said. The name Rockstar Puppy sounds unique and comes from the name of Ms. Auria’s new Chinese Crested appropriately named – Rockstar. ‘‘He just looked like a rockstar, so that’s what I named him,’’ she said. ‘‘He is the inspiration behind the boutique. When people hear the name Rockstar, they’re not think about a knitted old sweater.’’ Right now Rockstar Puppy is holding a contest for puppy owners where they can send in their birthday photos to possibly when prizes from the Web site. Ms. Auria is announcing the first call for entries to kick off its monthly ‘‘Rockstar of the Breeds’’ contest. Dog owners are encouraged to enter their dog by emailing a photo along with a written summary describing three items they find great about their dog. The deadline for the contest is June 20. Dogs will be judged on beauty and the coolest things about them. Every month, three ‘‘Rockstar Dogs’’ will be chosen from all categories; small, medium and large breeds. Winners will be showcased on the 25th of every month on Ms. Auria is hoping her Web site becomes popular to the point where she will be able to start designing products to be sold on the Web site. ‘‘I really want to launch my own product line,’’ she said. ‘‘That is my ultimate goal.’’ Ms. Auria is also hoping her business makes enough money to the point where she can start helping animal human organization by donating profits to groups like the SPCA. For more information visit

Article Photos

Jessica Auria holds her puppy, Rockstar, who was the inspiration behind her starting an Internet clothing and accessories boutique for puppies and dogs.
Submitted photo



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