Let's Pawty!

PETLANE COMBINES PET PRODUCTS WITH DIRECT SALES TO EDUCATE PET OWNERS AND ENTERTAIN AMERICA'S NEW KIDS

No one hosts a "pawty" quite like Lane Nemeth. In a Manhattan law office after hours, she is pitching special seat belts and venison-jerky treats to a room of the curious over coffee and cookies. The group coos over colorful piles of chewable rubber and fuzzy toys, and a 7-year-old girl clings to a teddy bear with a "heartbeat." Despite the grade-schooler's enthusiasm, however, the toys are intended for a different breed of child: pets.

Such Tupperware-style parties for pets are the mainstays of Nemeth's booming new business, Petlane. Nemeth, 57, founded the direct-marketing company last year, and the "pawty" (her...

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