Pet boutique comes to Lake Mohawk

Wagg More goes upscale for animals

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  • Chris Murch inside his Lake Mohawk shop Wagg More Pet Boutique and Bakery. Photos by Rose Sgarlato

  • Bowl Central at Wagg More features a variety of pet bowls and treat jars made by local artists.

  • And plenty of cushy stuff for laying around.

By Rose Sgarlato

— Curbside pickup, gourmet birthday cakes and designer bowls are just a few of the offerings from Lake Mohawk’s newest shop. Catering to four-legged customers, Wagg More Pet Boutique and Bakery opened its doors Labor Day weekend and is already popular with pets and people.

Owner Chris Murch of Lake Hopatcong is living his dream. Formerly a manager in the automotive industry, Murch studied business management in college but has always worked for other people.

“My father and grandfather always owned their own businesses. For the past 10 years, I wanted to own a business,” Murch said. “One of my friends said to me you love your dog why don’t you do something around that?”

So with Toby his 12-year- old Australian Shepherd as Murch’s inspiration, the rest is history. Wagg More differentiates itself from online and big box stores by sourcing locally baked pet treats and snacks plus other artisanal items.

“Wagg More offers the ultimate shopping experience for you and your four-legged friend,” he said. “We have bowls, treat boxes, toys –all made from local artists, which people love.”

Convenience and personal customer service are also priorities at Wagg More. At, curbside pickup is available using a promo code, saving on shipping.

“A big thing people come in for is their dog's birthday,” said Murch who stocks birthday cakes.

The shelves at Wagg More are stocked with premium dog food and Dog is Good Apparel and Gifts, similar to the popular Life is Good line. And cats are not forgotten here at the Kitty Corner.

When dogs enter Wagg More, Murch snaps a Polaroid for his Pup of the Month contest where customers vote. Results are posted on Facebook and Instagram, and the lucky winner gets a $20 gift card.

“There are a lot of dog people in Lake Mohawk. But even people who don’t have pets come in to buy something for a gift for someone else.”

Murch has definitely found his happy place at Wagg More.

Wagg More Pet Boutique and Bakery is 14 Winona Parkway, Sparta. Tel.973-262-0382.

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