Not all pet owners consider pet pampering to be spoiling.

Karen Heberling of Huntington Beach buys company for her springer spaniel and two cats.  It's a necessity, she says, because she often spends 15 hours away from home in a day.

Twice a week, a pet companion visits Chelsey the dog and Nicky and Two Socks the cats while Heberling juggles time between her job and school

"If you want your pets to be a part of your family, then you've got to take care of them,"  Heberling said.  "I could tell the animals were lonely.  They used to go crazy when I got home."

Now in the middle of the long day, Ilene Robbins, owner of Luv Ur Pets, walks Chelsey, plays with Nicky and Two Socks and feeds all three.

"They're not so starved for attention since Ilene's been coming," Heberling said.

Robbins has been running Luv Ur Pets since January.  A growing segment of her business is daycare and transportation, she said.

Robbins shuttles pets to groomer appointments, gathers groops of dogs for excursions to the park and the beach, and offers comfort in midday to latch-key pets like Chelsey, Nicky and Two Socks.

The $10 daily visit is well worth the price to Heberling.

"I don't buy little clothes for my pets and I don't consider them my children but their mental health is as important to me as my mental health."