You wouldn't know it just by looking at the building's undecorated gray exterior, but the inside of a new Portsmouth business is stock full of bright, shiny and colorful toys for our favorite pets. 

Pet Lover, a Pet Supply Alternative, recently opened at 1844 East Main Road near Chris's Diner. The 3,500 sq. ft. building, which doesn't appear to be much from the outside, once housed a limousine company and Portsmouth's only car wash. 

"We did our best (to renovate)," said general manager Rebekah Rosado. "There were no major changes. We plan to continue to add on and make it look better." 

Rosado, a Somerset resident who co-owns the business with Dathan Belanger, says plans are in the works to add flower beds outside and improve the parking lot.

The inside is quickly taking shape as one of four privately-owned Pet Lover stores in the area. Rosado and Belanger also own and operate stores in Bristol, Westport and Somerset. 

Rosado, who will oversee the Portsmouth and Bristol stores, says there was a need to open in Portsmouth due to customer requests. 

"Being in Bristol, I have a huge clientele of people who just don't want to cross over the bridge," Rosado said. "We're here to educate people about types of pet food. We specialize in natural products. We thought Portsmouth was in need of that." 

The company has been in business for the past 10 years. The store offers a variety of items from organic dog food to bright-colored leashes and squeaky balls.

Items are available for dogs, cats, birds and other small animals. The store also offers homemade dog treats, which look just like cookies you would snack on at home. 

Rosado says she is not concerned about competing with a national pet chain located a few miles away in Middletown. 

"We're much more speciality and, in a way, opposite of them," she said. "You will find the same items there, but here it's usually cheaper." 

Despite the weak economy, Rosado claims her business has done well due to a drive for healthier pet food options. 

"We've done really well during the fall of the economy," she said. "I think this is because people are becoming more educated about what they feed their pets." 

Rosado also claims the business is not looking to make a profit, but to offer a service to customers. 

"We're not looking to make money, but we're here to educate people about foods, the ingredients in foods," she said. 

Middletown's Designer Dogs plans to also rent space in the store for dog grooming, which is expected to begin on Dec. 15. This means competition for the groomer Perry's Plush Pooch, which is located almost directly across the street. 

Pet Lover will be open seven days a week from Monday to Saturday, 10 a.m. to 7 p.m. and on Sundays from 11 to 2.