AN ANIMAL mad pet shop owner jumped at the chance to sponsor a Snowdog after hearing of the charity art campaign in The Argus.

When Ella Overington's partner spotted the coverage and told her, she immediately called The Martlets Hospice to ask if her shop Palace of Pooch could sponsor a dog.

She has hopes for a rather regal pug standing proudly outside Brighton's own palace, the Royal Pavilion, as part of the forthcoming Snowdogs by the Sea project. The city trail of 40 sculptures due to descend on the city from September to November will raise money for The Martlets.

The 28-year-old and her partner Jamie Servante opened the shop in Steyning after they struggled to find the pet provisions they desired in other shops.

Ella said: "Jamie works in Brighton and saw a picture on the front page of The Argus. He told me and I thought 'We have to have a snowdog we've got to do it'.

"We are a small business so this is a lot of money and a really big thing for us. But it ticks all the boxes - it's a local trail, it's for a good cause, we're a pet shop, we are massive animal lovers and it's a dog."

She lived with 12 cats growing up and the couple now have three rescue dogs - two pugs called Pugwash, six, and Stanley, seven, as well as a Staffy cross called Beatrice, two.

When shopping for her pets, Ella preferred the high street and small businesses but resorted to websites.

The couple, who live in Findon, opened a premises in December 2011 on a two month lease to test the water. The idea was a success so Palace of Pooch moved into a High Street property built in 1480 and has been there ever since.

Essentials, fun and quirky accessories for dogs, cats and humans as well natural foods are all on offer and attract a regular band of customers who make the pilgrimage from Brighton to the store.

Some 13 sponsors, including local businesses, celebrities and publisher Penguin have backed the campaign and so far 15 dogs are confirmed for the trail through streets and parks. Once enough dogs are confirmed, they will be commissioned to be built and artists will be picked to decorate them with designs.

Martlets project manager Sarah Harvey said: "Our Snowdog sponsors have a unique opportunity to promote their business and drive footfall in a really fun and creative way. The response so far has been great and they are selling fast."

The models, inspired by The Snowman and The Snowdog, the popular sequel to the Sussex-based Raymond Briggs' classic book and television adaptation, will be auctioned off after the trail.

The idea follows in the footsteps of similar projects in other cities and is expected to raise thousands for the hospice and attract tens of thousands of people to Brighton and Hove.

Businesses, groups, organisations and individuals can sponsor a sculpture for £5,000 and artists can submit designs for consideration.

For information call Sarah Harvey at The Martlets Hospice on 01273 718797, email sarah.harvey@martlets.org.uk or download a sponsor pack at snowdogsbythesea.co.uk.

The Snowdog pack is growing. Click here to find out more about the sponsors of the other dogs so far