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Press
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By BART HOROWITZ
ADVANCE BUSINESS WRITER
A business that's gone to the dogs
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"I get personal satisfaction from looking into the eyes of my clientele. They make me melt," said artist/fashion designer Kathleen Ruoti. Those who sport her creative attire often show appreciation for her work by prancing, panting, licking and undeniably asking, "Can I have a treat to go with it?"
About 10 months ago, Mrs. Ruoti decided that her small knitwear company, Annadale-based Sweet Pea Enterprises, should go to the dogs -- literally. Inspired, she scaled down production of the attractive women's garments she had been crafting for 13 years and began to focus entirely on the manufacture of coats for pooches. Her business operates from within a 70-year-old, Cape Cod-style structure known to the local community as the "Midget House" because of its strikingly modest dimensions.
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Initially, explained Mrs. Ruoti, her intent was to create small, easily manufactured garments that could be quickly produced. "I began by dressing my own pets," said the creative entrepreneur, who owns two Pekingese dogs, Mr. Beau Brummell and Bibi.
When she and her husband, Rocco, bought their first computer, "we decided to put it to good use," said Mrs. Ruoti. The combination of her artistic talents and the convenience of a PC has resulted in Wraprascal®, extensive line of knitted sportswear for dogs, and a recently developed canine "couture" -- high-fashion -- selection.
Mrs. Ruoti, who holds a master's degree in fine arts from Pratt Institute, creates the Wraprascal® clothing in numerous shapes, patterns and colors. Once a design is completed, it can easily, and quickly, be regenerated by computer.
Wraprascal® features include fine-quality craftsmanship, elaborately woven knit fabrics, personalized embroidery, quilted belly panels and easy-on/easy-off designs. Making use of Velcro closures, the apparel is crafted to wrap around a dog's frame -- as opposed to being pulled over the head. One of Mrs. Ruoti's latest creations, a clear-vinyl detachable raincoat, can be worn in concert with any Wraprascal® item.
Sweat Pea Enterprises, which does most of its business via the Internet at www.wraprascal.com, has two distinct customer categories -- retail, catering to individual pet owners, and wholesale, servicing pet shops, groomers and veterinarians. The attire, some of which is stocked for immediate delivery, can be custom-ordered for a precise fit.
Summer is a very busy season for the Annadale manufacturer because it's the time that many vendors purchase their winter inventories. "I can make about 30 . . . coats a day," said Mrs. Ruoti. "If I get more orders than that, we just don't sleep." Surprisingly, the biggest June order for the cool-weather apparel came from a warm-weather isle where a myriad of tourists in the coming months are expected to buy "Bahamas," embroidered souvenir versions of the stylish garments.
"I'm a dog lover," reflected Mrs. Ruoti. "It makes you laugh when you dress up a dog and watch their antics. When I put garments on my own dogs, they act differently -- they pose."
Sweet Pea Enterprises can be contacted by e-mail at inquiries@wraprascal.com
or reached by telephone at (718) 967-8608.
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FOR IMMEDIATE RELEASE 5 PM EST, June 1,1999
STATEN ISLAND FIRM DESIGNS CLEAR VINYL DOGGIE
RAINCOAT AFTER REQUEST COMES IN FROM LONDON
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Sweet Pea Enterprises, a 14-year old Staten Island firm specializing in Wraprascal ready-wear sportswear for dogs, has recently added a clear vinyl raincoat to it’s line, after a request for a waterproof, detachable coat came in from London. Due to the frequent drizzly weather there, Londoners have asked for help from Sweet Pea Enterprises with rain wear for their pets.
This vinyl addition to the line, is a detachable garment, held onto Wraprascal coats by attaching to the existing logo buttons at the neck and secured around the belly of the dog with a 1 inch woven strap with the WRAPRASCAL logo on it. The coat is currently available as a gift with every purchase for the existing Wraprascal line.
This addition brings to 22 the number of designs available in the Wraprascal line- including a new couture line developed for the up scale doggie boutiques. The couture line for Kings and Queens, designed to replicate the Medieval period, is made from a chenille knitted fabric. A center back insert features over 200 gold beads applied in a smocking technique.
The Wraprascal (or Surtout) was a term used for a man’s overcoat during the eighteenth century. Overcoats during this period were made of heavy material, collared and often had shoulder capes. These designs were based on the coachman’s greatcoat, suited for sitting in the open on the coachman’s box. The Wraprascal was one such long, loose, heavy greatcoat which had large buttons and sometimes, shoulder capes. It was used for riding in bad weather. Hence the inspiration for WRAPRASCAL designs. Sweet Pea Enterprises, a small production knitting company, is the creator of the WRAPRASCAL-a warm stylish coat for dogs, and is devoted to making dog coats of the highest quality.
Kathleen Ruoti, Owner of Sweet Pea Enterprises and Designer of the Wraprascal line, completed both Associate in Arts and Bachelor of Fine Arts degrees at Rider University and holds a Master of Fine Arts degree from Pratt Institute, one of the most prestigious art institutes in the country. She has specialized in knitwear for the last 14 years and is involved in every aspect of knitting from creating one of a kind evening dresses to teaching the basics of knitting to interested beginners. Kathleen will be listed in the 1999-2000 edition of Strathmore's Who's Who.
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