Pupperware, anyone?

One of the hottest new concepts in critterland is the home pet party, a gathering of animals and the people who are willing to open their wallets for them. The events are ringing up revenues for companies like Shure Pets, based in Chicago. "The pet economy is on fire," says Andrew Shure, president and founder of Shure Pets. "Our society is more affluent, people are marrying later and maybe not having kids, and they tend to treat their pets like their children," says Shure. Shure launched his company in 2003 and has seen revenues increase every year, he says. Shure Pets has 1,600 "independent pet consultants" throughout the country, in all 50 states. "We're growing, though we're still a tiny company," he says. On average, parties ring up about $400 in sales, says Shure, and consultants earn 25 percent commission. Party hosts earn credits toward merchandise. Photo credit: Sacramento Bee/Autumn Cruz