Sara Ellis found imaginative way turn a sad event in her life into a savvy marketing tool. By working stylized images of her beloved Jack, a German Shepard mix, throughout her new Dawgdom Boutique, she has found a way to keep the memory of her favorite pet alive.

His passing was pivotal event for Ellis, who made the decision to leave her career as a retail territory manager to go into business for herself. Although Jack has recently passed away, his presence is felt throughout the newly renovated 800-square-foot retail space located at 444A Broadway in Saratoga Springs. Even the store register tape and Ellis’ business card capture an image of Jack in happier days.

“I had a corporate job that left me feeling emotionally unfulfilled,” Ellis said. “When Jack died, I knew I couldn’t continue doing it anymore. I felt such a void, and knew I had to turn it around. I started planning in August of 2007 and opened the store in Jacks memory earlier this year, in mid-March.”

Seeking to fill a specialized niche market for items that she terms “unique pet necessities,” Ellis caters to owners and pets alike. As far as she is concerned, dogs rule, and that is, in fact, her business slogan. Shoppers are greeted by a creative store window featuring a large sofa very much like one that might be found at home, that is covered with playfully positioned stuffed dogs and merchandise. Dawgdom Boutique sells a varies inventory of dog and pet related items, from collars and leads, all weather life jackets, pet first aid kits and hydration packs, to hypoallergenic shampoos and eye and ear wipes. Accessories such as bandanas and sweaters as well as toys, pet beds and food bowls are available to suit a range of budgets.

“I know I can’t do it all, but I hope to raise awareness of the philanthropic groups out there that advocate for pets. I want help to educate my customers about the shelters and animal protective organizations that work to protect animals locally,” said Ellis.

Dog owners can browse among the handmade scrapbooks, greeting cards and stationery, and apparel such as t-shirts and tote bags. Ellis sells Planet Dog items, the proceeds of which benefit the Planet Dog Foundation, whose mission it is “to promote and celebrate programs in which dogs serve and support their best friends”. Therapy, service, search and rescue, bomb sniffing and police dogs are among those the Planet Dog Foundation celebrates as “working to enhance and save human lives.”

Although the retail space itself is long and narrow, Ellis has managed to create an illusion of more room through the strategic use of color. Visitors cannot help but notice the attention to detail, right down to the textured flooring and coordinated mats. Ellis credits her boyfriend, Dave Ganim, with being enormously helpful during the renovation phase.

Dawgdom Boutique is open Tuesday- Sunday from 10:00am-6:00pm. Summer hours are to be announced. The store telephone number is 518-306-6600; the web site, which is under construction, will be www.dawgdom.com.