TAKE 2: Its a Dogs World

BY MARILYN GILLARD JULY 14, 2011

Patrice Serranis career has gone to the dogs and she couldnt be happier.  She is the creator and owner of a new product called Puppy Dust and tails are wagging.

Serrani, a mother of two, is a New York transplant who moved to California 20 years ago. She would be described in some circles as a tall glass of water attractive, leggy, great hair and clothes if she werent so incredibly nice, it would be easy for me to hate her.  But shes terrific: smart, and right on target with her latest venture.  Her creativity and entrepreneurial skills led to careers as disparate as an editor of GQ magazine in New York and presently a mortgage broker here in Montecito.  But even these werent enough for this energetic and enterprising woman:  Along with her husband Dale, she created Brand X, a company designed to incorporate all her additional projects from jewelry design to clothing production.  Makes me tired just to think of it.  Did I mention that shes an avid gardener as well?

Patrice credits her industriousness with a mind that is always thinking of  why hasnt someone invented that or created this?   Her new product is the result of dealing with doggie dining issues.  Proving the maxim that necessity is the mother of invention, Puppy Dust emerged as the solution to a finicky canine who would not eat dog food.  Patrice toyed with the idea of seasoning the food and began sprinkling crumbs from the treat jar atop the kibble. Soon she was baking her own topping and the pups were polishing off their plates.  The treats are wheat and corn free and are made with all natural human quality ingredients.  They are hand baked and then crushed to a dusty perfection.

Dogs love it.  And people who own dogs love it.  Puppy Dust is being carried in pet boutiques and specialty stores in Los Angeles, Palm Springs and Fort Lauderdale and word is spreading.  Just last week, Serrani was approached by representatives of Cesar Millan, the renowned Dog Whisperer.  Obviously someone whispered in HIS ear . . . .

I had a cat growing up so I never really understood Dog People and their mans best friend mentality.  These people were as different a breed as their canine counterparts. All that changed six years ago when my kids and I picked up a local paper with Henrys picture in the DAWG classifieds.  (Only his name wasnt Henry then it was Pierre and that was NOT going to work). My husband, who didnt want a dog, was out of town, so the timing was perfect.  We brought the puppy home and Ive been unconditionally in love ever since.

Turns out Im not alone.  This countrys pooch population is about 78 million and approximately one in every five households includes a canine or two.  More and more pet emporiums are opening daily (as more and more bookstores are closing, but dont get me started) and business is booming to the tune of $48 billion a year. Thats higher than the GNP of most countries.

Patrice is thrilled at the response and loves the fact that its coming at this time in her life, the culmination of all the work shes done in the past, from designing the logo to defining the brand.

Puppy Dust has truly captured her heart as evidenced in the slogan sprinkling a little dust of love.

She is passionate about the product and credits some of her confidence to her age and experience.  Had I had this much confidence when I was 25 years old, I wouldve conquered the world, she said. Then she smiled, But hey, its not too late.

I sprinkle a little Puppy Dust on his chow, Henry cleans his plate and I think, Where was this when I was trying to get my kids to eat broccoli?

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