And the Five Paw bakery is not alone; rather, it is part of a new breed of businesses--dog accessories and gourmet foods that some might say elevates canine care to the absurd. From designer French coats to wedding cakes to dog strollers, pooches are getting "royal" treatment these days. Where canines were once relegated to the doghouse, they have become well dressed, primed pups.

Partly inspired by the pop cultural success of Paris Hilton and her purse-sized Chihuahua and the Legally Blonde movies (also featuring a Chihuahua--the focus of the plot in the sequel), the dog boutique business is flourishing, even spilling into such major retail chains as Target and Old Navy.

According to the American Pet Products Manufacturers Association, last year shoppers spent twice as much on pet accessories as they did 10 years ago, spending on average $1,571 each.

As a part of that trend, there are now several such retail outlets in the Santa Clara Valley including Gussied Up in Willow Glen, MoochPooch in Campbell, Mutt at Santana Row and Bow Wowzer in Los Gatos.

The Five Paw store itself is part of a three-store chain owned by former high-tech worker Paul Callary. In addition to the Cupertino shop, there are also stores in Los Altos and in San Jose at the Westfield Shoppingtown Valley Fair.

Callary runs the three stores with his wife, Ruby. Their white German shepherd, Moki, serves as a consultant

The Five Paw on De Anza Boulevard opened two months ago in the former home of a Maytag Appliances outlet and has since been a hit with both dogs and dog-lovers alike. The customers are drawn by pet programs, the food and the merchandise. On Saturdays the store hosts pet adoption programs with local animal shelters.

The Los Altos store's in-house baker follows Callary's original doggie treat recipes--ones that use carob instead of chocolate and no salt or sugar--to whip up healthy snacks.

In addition to traditional dog treats, the store offers gourmet items such as mini-bone cream-filled sandwich cookies similar to Oreos--a favorite of its four-legged clientele--and cream cheese flavored cookies. At the same time, the shop offers enough dog accessories to make canine lovers sit up and beg.

The dog-accessory products range from the practical to the unusual and sometimes bizarre. On the purple-tiled floors, one finds plush dog beds, dog goggles marketed as eye protectors, gourmet dog treats and dog-themed toys for both owners and pets. There are license plates honoring different breeds from the usual beagles to the obscure coton du tulear, as well as dog-decorated socks, dog strollers and wicker dog baskets. To ensure one's Shih Tzu doesn't stink, there is also a canister to ward off dog odors as well as breath strips. Shoppers can also find a range of books, including one on good places to take dogs in Northern California and DVDs providing tips for dog owners. Just in case, the Five Paw also has items for cat-lovers.

"We're more of a boutique than a pet store," Callary says.

Callary, who once baked a cream cheese-frosted wedding cake for a dog wedding, says the inspiration for the name Five Paw is the restaurant rating system of five stars for top quality.

"It's for both pets and pet-lovers," he said of the Five Paw.

Customer Becky Eyen agreed. "I don't have a dog but it makes me want to get one," she said while carrying a dog bed purchased as a gift for a friend.

"If Petco offers anything we offer, we throw it out," Callary said jokingly.

In fact Petco, Target and other stores are catching on to the growing "dogtique" trend.

Zita Milo, who helps run the pet care section of a Target in downtown Sunnyvale, said the chain began selling its dog boutique items, which it calls canine couture, in March. The items include mango shampoo, pink dog jackets, rhinestone leashes and a black T-shirt for dogs with the words "bling, bling" across the chest and framed by sequins in the shape of bones. In the aisle devoted to dog care at Target, the traditional flea and tick sprays and retractable leashes have become the mutts at a kennel full of pedigrees.

"Customers are buying anything that is furry and funky and glittery, said Milo, whose unusual first name aptly refers to the patron saint of domestic workers and household goods. "We've definitely been pushing it in the last few months and it certainly has done well," she said, "especially the designer items." Indeed, fashion designers and large companies as diverse as Harley Davidson and Old Navy have also begun marketing dog products.

Callary caught on to the trend early, opening the first Five Paw two years ago in Los Altos after retiring from a long career in the high-tech industry. Initially, he baked the treats himself following his own recipes. Since then, the business has been successful enough to launch the store in San Jose and now in Cupertino.

"We see a lot of repeat customers," said Erin Schwartz, a sales associate at the Cupertino Five Paw, who took the job after discovering the store as a customer. Her poodle, Penny, particularly enjoyed the cream cheese cookies.

"People come in and just fill up their carts [with dog products]," Milo said at the Sunnyvale Target, where most of the items cost from $1 to $10. "Paris Hilton is probably what's driving it," she said, speculating on the rapid growth in the industry. "People like the small dogs they can put in their purse. People are treating their dogs like kids."

Schwartz agreed. "Every celebrity seems to have a dog," she said, "and spends oodles of money on their pooches." Schwartz, who is a student at the University of St. Andrew's in Scotland, said she has seen the same thing overseas. People in the United Kingdom seem to favor the little dogs like Yorkies and Scotties, she said. "And the older customers seem to treat their dogs like [surrogate] grandchildren."

Not that she minds; after all, business is good and the customers, four-legged and nice. "Everyone is really friendly," she said, "especially the pet lovers."

"Cupertino is a great location," Callary said. "The neighbors have come out, and have found [the store is] a fun, healthy place to come in. And it's been fun [for us] getting to know our customers.

With the community and the neighbors, It's just the right place for this type business,"

Five Paw Bakery, 10251 S. De Anza Blvd., 408.257.2922, www.fivepaw.com.