Baraboo shop pampers pets

August 8, 2018

Chasity Gabrielson has a pair of marketing tools under her feet.

Australian cattle dogs Fozzie and Quill help Gabrielson promote her new downtown Baraboo store, Fetch 22 Pet Boutique. Both lure potential customers who stroll past the front door or who find the shop on Instagram — the dogs have their own accounts.

“I have a lot of people come in just to see her,” Gabrielson said Friday as Quill lounged on the floor. “It’s amazing the attention that they draw.”

They’ve played a key role in introducing the community to Fetch 22, an upscale shop offering pet food, accessories, toys, clothing and knickknacks. It opened on Oak Street in June.

Gabrielson had tired of shopping online and traveling to Madison to find supplies. She thought she might not be the only one, and brought an outlet for her favorite products to Baraboo.

“It broadens the range of boutique and unexpected offerings downtown,” said Deirdre Marshall, president of Downtown Baraboo Inc. “Along with the art and antiques, unique clothes and toys, fair trade and vintage shopping, we’re showing the pets and their people some love, as well.”

Gabrielson is a retired elementary school teacher who once helped run an animal shelter in Michigan’s Upper Peninsula. She considered several options for spending her time in retirement and opted to open a shop.

“I’ve always liked working with animals,” she said. “I’ll miss the kids, but it’s a hard job.”

She found a vacant storefront at 610 ½ Oak online and decided to rent it from building owner Gary Nelson. Her husband, Christopher, built shelves and other display spaces. “We just moved in and did our thing,” Gabrielson said. “It happened really quickly. It all fell into place.”

Fetch 22 sells Ruffwear accessories and Fromm foods.

“We just strive to supply superior products,” Gabrielson said. “The stuff we stock is the stuff we’ve fed our animals.”

Customers’ pets are welcome inside the store just like Fozzie and Quill. Fetch 22 offers a broad range of products for dogs, and is building up its inventory of items for cats. On the fourth Saturday of each month, the Sauk County Humane Society brings pets available for adoption. Gabrielson hopes to add pet grooming eventually.

“People pick up something here knowing it’s a product they can trust,” she said. “They love that we carry a lot of the products they’re looking for, that they’d have to travel for or find online.”

The shop has quickly developed a following with the help of Gabrielson’s four-legged customer magnets. “It’s been working, as far as getting people in,” she said. “The more people that find us, the better.”

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