Crufts 2002: polished and proud, and that's just the owners

For Julie Sheridan, an owner at Crufts, which opened yesterday, her own appearance was almost as important as that of her Newfoundland.

Dressed in an indigo trouser suit with matching make-up, she contrasted sharply with the jeans-and-jumper brigade who had turned up to enter the working and pastoral categories.

"I dress smartly every show. If you have a smart dog, you have to look smart yourself," said Mrs Sheridan, 38, wiping away a stream of slobber from her dog's sagging chops with a towel.

The recruitment consultant from Burnham-on-Crouch, Essex, was one of 15,000 owners to enter the four-day show at Birmingham's NEC, now in its 111th year.

Around 21,000 dogs representing 177 breeds will be judged. Not all, however, take it as seriously as Mrs Sheridan, who had removed a bib from around Merrybear Unsong Hero's neck before taking him into the ring. "It's a very competitive sport and you just want to win. It's an awful lot of time and effort and you want to see some reward at the end of it. I've got five dogs and spend an average of £10,000 a year on showing costs, feeding and insurance." The prize for the overall winner – Best in Show – is £100.

The decidedly more scruffy Catherine Fuller, 24, a veterinary nurse from Three Oaks, near Hastings, was showing Beau, an Australian shepherd, which she loved back to good health after she was found abandoned in a park in October 2000. Despite Beau's new sleek look, Ms Fuller insisted she had no chance of winning.

"She came into season and lost her coat, and it hasn't grown back yet. If she did win, I'd probably get her a Kentucky Fried Chicken on the way home," she said, as a curious black nose loomed up towards her sandwich.

Neither, it seemed, would Oberon, a Leonberger owned by Bev Hellewell, be getting any fast food on the way home. The pair had just exited the show ring empty-handed.

"He got thrown out this time. You've got a harder job when they're darker," said Mrs Hellewell, 42, from Congleton, Cheshire, looking down at Oberon, a great hulk of undeniably black fur. The German breed, which, for the first time this year could compete for a challenge certificate (the first step to acquiring champion status) is traditionally gold with a black muzzle and black ear tips. But what Oberon lacked in colour, his owner certainly made up for.

Mrs Hellewell was dressed in a purple velour trouser suit and shimmering top, bought specially for the occasion. Pinned to her shoulder was a large gold diamante broach of a lion at full pounce. Her hair had also clearly taken some thought, if not labour.

"I like to put a bit of effort into it," she said. "Especially when you're on public display. It's nice that the judge sees that you've made an effort, not just with the dog."

The Leonberger to take the First in Class was close by. Douglas Loxton, 49, a financial planning consultant from Littlehampton, West Sussex, was quietly rejoicing with his winner, Herbert Vom Matthiasberg.

"I'm absolutely delighted," he said. "He's very gentle. I had a two-year-old who would pick his head up and lie underneath it whenever she was told off."

Sandra and Mike Winson from Great Wyrley, Staffordshire, were showing three Old English Sheepdogs called Roly Poly Sunbeam, Sunshine Super Bear and Meisan Summer Sensation. Mrs Winson, 58, was dressed accordingly in yellow. Roly Poly Sunbeam's fringe was tied in two pink and purple fluffy hair bands, complete with bells. "She won't be allowed to wear them in the ring," said Mrs Winson, sounding a little disappointed. "They wear headbands with antlers on at Christmas, and coats and wellies when it's wet."

Considerable effort had been made to get the dogs ready. "We spent most of yesterday on them. They've had their feet, bottoms and faces washed, not in that order, they were dried, groomed and hairs were plucked from their ears. It is exhausting. But we've got five horses so we're used to washing bottoms and wiping noses."

Chris Van Beirendonck, 47, a teacher from Belgium, was giving Xchyne of Snowboot Bears, standing on a grooming table, a furious backcomb. The Old English, who looked liked he had been plugged into the mains, was one of 343 foreign dogs to enter the show. Last year, when the competition first allowed overseas entries, there were 93.

While Snowboot is a champion in France, Belgium, Holland, Germany and Poland, his owner was adamant that he would not do well. "It's difficult for us to compete because the judges like to place their English people.

"I can understand it, I'm here for the pleasure," she said, disappearing with her comb behind a white fuzz.