Randi Shoshara loves her cat, her rabbit and each of her eight pet rats. And that's why she is the ideal candidate for success as a Shure Pets Consultant.

"Most people are passionate about their pets," said Andrew Shure, founder of Shure Pets. "You have to believe in what you're selling in order to excel."

Shure launched the company in September. Less than nine months later, its line of pet care products, from shampoo to doggy sweaters, is being sold by about 100 pet consultants in 30 states.

The products are sold via direct sales. Consumers buy the products directly from sales consultants, either through one-on-one transactions or at home parties, much the way candles, wicker baskets,cooking equipment and plastic storage containers have been sold for decades.

Shure, an entrepreneur who once ran a toy company and helped start a public relations firm with his wife, Elizabeth Berger, said starting this business has been an adventure.

"It's very exciting. It's a very different business model than anything I've done before," he said.

The toy company, Shure Products, marketed to mass retailers.

Shure said that because those markets are dominated by a handful of heavyweights, it can be tough to introduce a new product line on a limited, regional basis. The toy company is now headed by his brother, Tom Shure.

With direct selling, he said, pet consultants have more control over when and where they sell.

Shure Pets products never sit on retail store shelves. They go directly from the manufacturer to the consumer. Sometimes they make a stop in between, at the consultant lever.

"In some cases, they (consultants) ask us to ship it to them. They're opinion is, 'The more I see the customer, the more business I'll get,'" Shure said.

Other times, the ability to ship directly to the consumer affords a decided advantage. For example, when Shure Pets product parties are held online, in a "virtual party" environment, buyers may actually live hundreds of miles apart, in different states.

Shoshara, who lives in a Naperville townhouse with her two children, has not ventured into the virtual party territory. She hasn't had an in-home party yet, either. She's just getting started as a consultant.

"I just started three weeks ago," she said. "It's been going pretty good so far, just from word of mouth. I've already signed another consultant."

Shoshara, who has a full-time job, said she hopes to augment her income with her Shure Pets consulting work.

"Right now, I'm supplementing (my income). I'd like to make it full time so I can have more time with my children," she said.

Shoshara said she's been advertising her business with postings on bulletin boards in vet clinics, animal shelters and community buildings.

Products are aimed at both pets and owners. For pets, Shure Pets offers shampoos, lotions, odor-freshening Spritzers, earwax removers, doggy vitamins and a pet first-aid kit. There are also collars, leashes, toothpaste, beds and pet towels.

And then there are the canine fashions. A look at the company Web site, at www.shurepets.com, reveals a category of items labeled "dog apparel." The description reads: "Your canine will dress to impress with our exclusive trendy sweaters and sweat shirts. Easy fitting, comfortable and machine washable." There are even party necklaces for dogs.

"There are people out there that really like to spoil their pets," Shoshara said.

For pet owners, there is also a list of goodies. There are pillows, coffee mugs, plates, treat jars, umbrellas, doormats, tables, denim shirts, hats and sculptures, many in the likeness of specific canine breeds. The company also offers a kit for making dog or cat biscuits.

Shure said pet consultants are trained by Shure Pets before they launch their own businesses.

"We provide them the information for them to excel. There's a manual. We give them tips of the trade," he said.

Classes that teach consultants about Shure Pets products and how to sell them, and about managing their business, also are available.

"We just instituted a Shure Pets University a few weeks ago," Shure said.

Classes are the first Tuesday of the month at the company's headquarters in Chicago.

Shure said that although most people who decide to become Shure Pets consultants have experience with direct sales, there is no prerequisite.

"The only thing we ask for is that they have a passion for pets," he said.

Startup costs are nominal, he said. Consultants are provided with a kit, which includes product samples, order forms, instructions and a manual. The cost is $95. With shipping and state tax added, the grand total comes to $116.75, he said.

Inventory can be ordered as needed, he said.

"We do have a number of pet consultants that do carry inventory," he said. "I find that the ones that make a commitment to the product line do the best."

Shure said no sales quotas are imposed on consultants, and no minimum is imposed on sales orders.

With the business growing as fast as it is, Shure is confident the company will reach its year-end goals of doubling the sales consultant force and having a consultant in each of the 50 states.

"I look at the pet industry, and it's growing very fast. The (direct-sales) network industry is growing very fast," he said. "People really enjoy the human interaction of going to parties. It's a lot of fun."