A new shop opened on Newburyport's Pleasant Street in August that offers sports jerseys, gourmet biscuits, truffles and even wine.     But the shop won't offer too much competition for neighbors Cuckoo’s Nest and Grand Trunk - unless those businesses are also courting the upwardly-mobile dog.

Just Dogs! Gourmet offers everything that a pampered pooch could want – spa items such as shampoos and spritzes, robes and jammies, yogurt snacks, hand-made truffles and, yes, wine.  Called Barkundy, the “wine” is actually a topping for dry dog food.

Franchise owner Judy Hoover hovers by the pastry case where the goods - doggie truffles and biscuits - are displayed. Hoover decorated them herself. The case is the main hub of the store and where dog owners also can sign up to the Frequent Barker’s Club.

Hoover does not believe she competes with other pet treat stores in town, which do not have nearly one whole wall devoted to treats of every flavor displayed in candy jars, clear bags or the decorated ones in the case. Hoover noted that nothing in her shop is imported from China. "This allows some creativity because I do hand-decorate some of the treats.”

The “doggie lady,” as Hoover is becoming known, loves dogs and loves Newburyport, where her husband Ken works in the Atkinson Building. The couple lives in Boxford. When the time became right, she began looking for spaces downtown for her dream shop and where she could bring her miniature Schnauzer, Chloe, in to work with her.

It was Chloe’s medical and digestive issues that forced Hoover to hone in on dog issues and it is why she offers alternatives to providing your pooch with a real peanut butter cup. She did a lot of remodeling to the space, home of the former Apple Salon. She wanted the 1,000 square foot space to be not only light and airy but also have wide aisles to accommodate the larger breeds such as Weimaraners, Labrador Retrievers or whatever else trots through the door on four paws – and on a leash. 

In addition to the treats there are other items in the shop including chew toys, greeting cards, collars and leashes, breed-specific items, soy candles and “Yappy Meals” (looks like a burger and fries). In the "sports section" there are jerseys and fleece jackets as well as lollipops in the shape of bats and footballs  - and even air-popped doggie popcorn, so you don’t have to share your own.

Just Dogs! Gourmet does not want to exclude those with feline friends; so there is one section with some items fit for the pussycats in our lives, including organic catnip.