Paw Luxury is more than simply an online store that sells eco-friendly dog products; it's a vibrant online community and resource for dog owners nationwide. Founded in 2007 by Adam and Wendy Leidhecker of Williamsport, the company has quickly built a following and grown the business through the use of social networks like Twitter, Facebook, YouTube and the pawlux.com blog.

The company won a Twitter Shorty Award in the business category for best short content this year, and the Leidheckers plan to continue expanding their online community, which has been able to attract people with shared interests in dogs, sustainability, fair trade and healthy living across the country--and has formed a sold customer base.

The Leidheckers' business grew out of a desire to find healthy, eco-friendly, organic products for their own dog, a boxer named Lola. Through that process, they began carefully researching companies that sell dog products and eventually decided to open a store that exclusively sells eco-friendly products made with organic, all natural ingredients and sustainable materials. The Leidheckers conducted careful research into the companies they work with to ensure they all have strong ethical values and adhere to Fair Trade standards and sustainable practices.

With that as a starting point, Paw Luxury has leveraged online communities to take customer service to the next level, providing dog owners with substantive content about canine issues, sustainability, dog products and healthy living for both pet and owner.