ROANNA SABEH-AZAR: PROVIDING PETS WITH HIGH PERFORMANCE PROTECTION

Roanna Sabeh-Azar describes her company, Neo-Paws International, as "Nike to the dog world". However, outfitting canines with two pairs of High Performance Neo-Paws costs less than half of what a single pair of high performance Nike sneakers will run you. For a mere $55, dog owners can plant their pups' feet in footgear that will protect all four paws from the broken glass of city streets, as well as nature's own tenderfoot terrors such as branches, twigs and thorns.

"People say, 'Dogs are dogs and they have lived in nature for centuries. What's the problem?"', said Roanna Sabeh-Azar. "Well, they have also lived with fleas, infested with ticks and with parasites in their intestines and we don't expect them to live like that anymore."

Sabeh-Azar knows first-hand how rough the outside world can be for our canine companions when we don't outfit them appropriately. "I used to go bike riding a lot and I'd have the dogs follow me', she said. 'After the first week, I noticed my dogs limping. I figured they must have had sore muscles. But when I looked at the bottom of their paws, there were cuts all over them and they were chafed."

Now, thanks to Neo-Paws, Sabeh-Azar's dogs, Mex and Buster, can run behind their master without running their unprotected paws through a gauntlet of road debris and natural paw offenders.

NO HUMBLE BEGINNINGS

For Sabeh-Azar, starting Neo-Paws was not a new feat. She has been an active part of the business world for years and successfully self-employed for several of those. As a matter of fact, she continues to help out at the family restaurant today and has previously run her own business importing home furnishings and decorative products from Mexico. It was with money from those past business endeavors that she started Neo-Paws International.

Neo-Paws International was founded in October of 1994 and originally boasted an employee roster of one part-timer. Over the past few years, the company has grown to employ three people, and often work is subcontracted out. The staple product of the Neo-Paws line - the shoes, which come in both regular and high-performance styles - has been augmented to include Neo-Paws Jackets, Neo-Paws Saddle-Bags, Neo-Paws Rain Coats, Neo-Paws Kitty Kollars, Premiere Glow Reflective Collars and Serf Life Vests and Car Seat Belts.

"When a salesperson is confident and convinced about what they're selling, how could they not convert the minds of millions?", posed Sabeh-Azar. "Proof is ultimately in the pudding, as they say, so we (at Neo-Paws) always offer our customers a lot of dessert."

Convincing others to embrace your product line is only half of the battle though, according to Sabeh- Azar. The acceptance process starts a lot closer to home. "Believing in a product is the key", she said. "At Neo-Paws, as much as it is a business, and a very great one, our intentions are mostly to aid the public in realizing the importance of proper care for their pets"

In fact, after the shoes were introduced to the pet market, calls poured in from customers asking whether Neo-Paws also sold jackets for dogs constructed from Neoprene, the material used for the shoes. At the time, Sabeh-Azar told them 'no', but the question planted a seed for an idea that would eventually materialize into an extended product line utilizing the functionality of wet suit-like material.

"The reason I come out with all these products is not only because I think they're great and would really be an asset to the pet industry, but because I realize they are needed and there is a demand for such products", said Sabeh-Azar.

THE WARM BREEZE BECKONS

Born in Toronto, Canada, during her mother's visit to see an aunt here, Sabeh-Azar spent her early years in Beirut, Lebanon. She later moved to Canada where she has spent the last 29 years. But Sabeh-Azar says her days in Canada are numbered.

"You reach a point in life when you look at all the hobbies and interests you have and if your environment is not conducive to them you must question what to do", said Sabeh-Azar. She has decided that the answer for her is to move to California. She may not know exactly where or precisely when, but she does know that the warm breezes and palm trees are calling her name. "What feeling is better than running along a beach, mountain biking through a dense forest, horseback riding on 100 acres while followed by your dogs, a synergy between woman and animal?", asked Sabeh-Azar. She answered her own question with "The ability to enjoy these activities all year long!"

But retailers need not worry about the effect such a move would have on Neo-Paws International. Sabeh-Azar has no plans to abandon the helm but instead hopes to use the move to expand the company. She sees the United States as the ultimate hub for her company "because of the business opportunities that it provides." Among these would be a more direct relationship with the substantial portion of her customer base which comes from the United States.

And bringing the customer the goods is Sabeh-Azar's ultimate business goal as she attempts to get her "products in every pet store across the world".

"You have to be really confident in what you're doing and in your products", said Sabeh-Azar. "The cutthroat attitude is everywhere. We just have to learn to live with it, be better and faster than everyone else, and remember that the survival of the fittest doesn't apply only to the animal world."

PLAY IT SAFE, BY EVE ADAMSON - Pet Products News Magazine

PROTECT THOSE PUPS

Safety products are selling well for two reasons, said Roanna Sabeh-Azar, owner of Neo-Paws International in Toronto, Canada. "First, these products are more available now. Second, the role and status of animals are changing. Dogs are no longer just pets but part of the family, and you have to take care of your family."

If you still haven't decided to play it safe by stocking safety products for dogs in your store, you aren't alone. "Some retailers are still holding back with these products", Sabeh-Azar said. "They seem scared to spend the money because these are high-priced items. But what retailers have to realize is that customers want the high-performance stuff. There has to be a realization and an acceptance that although these products cost more, they have a great profit potential especially for boutique type stores. Product knowledge is where it's at. People are so ready to protect their pets right now.

"People are becoming so much more aware of and open to pet products," Sabeh-Azar said. "They see them and say, 'Gee, my dog does need shoes. The salt on those icy streets is really bothering him, or the fox tails, or whatever.'"

"Look at safety products for people," Sabeh-Azar added. "Manufacturers keep making the products better and better. The same thing is happening to pet safety products. It is the responsibility of the manufacturers and distributors to assist in selling these products by supplying point-of-sale material, but retailers have to do the work to promote the product. You have to say, 'Hey, have you seen our new reflective collars? They're safer!' There's an emotional and psychological component here. People want to keep their dog safe, but they have to know you have the resources to help them."

"With the growing participation between dogs and their owners, protective and functional utility gear is needed for both," said Sabeh-Azar. "Pet owners listen to retailers' opinions, so talking to customers and describing the importance of outdoor dog gear is ideal."

Roanna Sabeh-Azar of Neo-Paws International