Dreidel-shaped cookies for dogs don’t sound that absurd once you’ve entered Pat Tebeau’s world, which is going to the dogs — literally.
After 20 years as a marketing manager mainly in the fashion industry, the San Franciscan wanted to take her career in a more whimsical direction.
Three years ago, her offbeat entrepreneurial spirit led her to start her own company, Smiling Dog, which caters to canine comfort in the manner that Williams-Sonoma nurtures yuppie gourmets.
Tebeau’s even bolder vision is to be the Martha Stewart for dogs.
“We really wanted to have fun and celebrate our pets the way people celebrate their children,” she said. “It’s no different. People pamper their pets. They’ll cut back on themselves before their pet.”
Smiling Dog is marketing dreidel cookies and other all-natural, low-fat, sugar-free, salt-free treats, such as brownies, truffles and bone-shaped biscuits. They come in carob, cheese and peanut butter flavors. The doggie delicacies are currently available at pet and specialty gift shops as well as by phone at (415) 284-0787 and on the company’s new Web site (www.smilingdog.net), designed by Tebeau’s husband, Frank.
“We’ve sold a lot of dreidels all across the country. More people want dreidels than Christmas cookies,” she said.
The Chanukah treat idea came about when a few of Tebeau’s Jewish friends complained about not being able to find pet novelty gifts for Chanukah.
Once the dreidel became part of the seasonal bakery line last year, she sent samples to her friends. “They laughed,” she said. “But they really wanted them.”
The Spike’s Dog Bakery label, named after the couple’s 7-year-old collie-German shepherd mix, is being test marketed in 21 Target stores across the United States. A geographically themed souvenir line is being tested in a number of major airport shops.
In February, Spike’s Dog Bakery will open a department at Delancey Street’s Crossroads Cafe in San Francisco. In addition to the existing products, the bakery will provide custom cakes and catering for dog parties from San Rafael to Carmel.
Occasionally, unsuspecting guests mistake her confections for people food.
“But they like them and there’s nothing in them people can’t eat,” she said.
Smiling Dog appears to be on the verge of beaming big-time. Next year, Tebeau is planning to launch a home line (beds, car seat covers, bowls and placemats), along with clothing and accessories.
What’s next? His-and-her outdoorsy fragrances, signature beach towels and a kosher line of canned meat?
“I want to build an empire,” Tebeau said, “on the taste level of Ralph Lauren or Calvin Klein.”