Everything's Rosie

Radio presenter Michelle Horn answers the door shivering - and explains Rosie has insisted on sitting out on the balcony so she had to keep her company.

Rosie is also sulking because Michelle's partner is late home. She's finished playing with her mountain of toys - and wants roast chicken for tea.

A picky three year-old ruling the roost? Spot on. Only Rosie isn't a child, but a parson Jack Russell terrier.

"She's such a prima donna,'' says Michelle. "I'm vegetarian but I occasionally cook meat for her as a treat because she sometimes won't eat dog food. She knows what she wants and how to get it!''

Rosie is the South's best-known dog, accompanying Michelle during her Late Night Love Songs show on Wave 10, where a special cushion has been made for her.

She also stars in the Looking for Love Meridian TV series - which follows some of Michelle's listeners on blind dates - receiving more fan mail than her owner.

"She really is a celebrity,'' said Michelle. "Listeners phone to ask after Rosie and even suggest setting up a date with their dogs. She's totally at home in a studio and loves the limelight.''

It isn't just celebrity dogs getting VIP treatment. UK pet owners are adopting the American obsession for giving their best friends lifestyles to match their own.

A Norwich Union survey recently revealed UK pet owners spend more than £7 billion annually on pet clothes, photography, accessories and even counselling.

Karen Easter, of Puccipetwear - naturally, it's pronounced 'poochie' - said there is huge demand.

"When we started out 18 months ago there were hardly any firms doing this in the UK,'' she said. "But the market is growing fast.

Karen hit on the idea of glamorous accessories after buying her miniature schnauzer, Nellie, and finding available accessories rather dull.

Pucci merchandise ranges from crystal dog harnesses to a handbag-style pet carrier that would grace the grasp of any It-girl.

Celebrity customers include Geri Halliwell and Caprice, but Karen says most are simply ordinary besotted pet owners.

Even Louis Vuitton does a dog carrier. America's Pampered Pets website offers pet chaise longues, dining tables or wardrobes.

For the sartorially elegant hound there's a classic tux, wedding dress, tutu and that must-have for the best-dressed bitch - a little black dress?

It's not all bling, Butch can still look - well, butch. The website www.boysstuff.uk sells football or Hawaiian shirts for dogs.

Dog fragrances are booming. David Herbert, who runs one of Hampshire's only door-to-door mobile grooming units, says many are similar to owners' designer scents.

"People want their dogs to be a part of their lifestyle and look and smell their absolute best,'' said David, from Southampton, who beautifies canine clients across the county.

"More people are taking dogs to work and I often have appointments at workplaces, to groom dogs or do their nails.

"It isn't just small dogs. There's a German shepherd who has a wash, blow- dry and tidy up every week.

"People treat pets like children. One lady cuddles her pet even when it's been bathed. Another feeds her dogs totally on fresh ham.''

Once they've got the trappings - will UK pets get the hang-ups, too? Well, there's always therapy.

Former banker Neil Kittredge, from Alverstoke, is one of the UK's new breed of canine behaviour consultants.

Neil, 36, trained with internationally renowned "dog listener'' Jan Fennell. He uses the Amichien Bonding technique, helping owners to train pets and resolve problems through better understanding of animal body language.

"I provide one-to-one consultation for owners to help them to understand their dog's behaviour,'' said Neil.

"Communicating with a dog isn't just about talking to them. It's about how you react to the dog and the messages you give them.''

Alternative therapies are increasingly popular for pets. Aquapaws treatment centre at Barton-on-Sea offers treatments including reiki, massage and hydrotherapy.