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Name: Jay's Shoe Box

Type of business: Retail store selling upscale children's shoes

Address: Cambridge Square 280 Route 9 North, Morganville

Telephone: (732) 972-4700

Web site: www.JaysShoeBoxForKids.com

Number of employees: 6

Founded: August 2009

Top officers: Harold Goldstein and Marsha Goldstein, owners Hours: Monday-Friday 9 a.m.-6 p.m., Saturday 9 a.m.-5 p.m., Sunday 11 a.m.-4 p.m.

How would you describe your business?

"We are an upscale retail store for children. We have UGGs, and 30 other brands including Stuart Weitzman, Lelli Kelly, Primigi, Hunter, Kenneth Cole, Tsukihoshi, Converse, and Enzo. We carry sneakers, boots in the winter, and sandals in the summer. It offers a full supply of kid shoes," said owner Harold Goldstein. "We start with newborn and up until size 6."

What makes your business special?

"It's an old-fashioned shoe store. We fit properly and no one gets rushed. We have games for the children. If a child is getting shoes, when he comes in we tell him to go to the school bus area. We play with the brothers or sisters who have come along and play with them while our customer is being fitted. I'll tell the kid to run around the store in the new shoes, and that also helps to find out whether the shoes really are the right size. After they finish running, I'll fit them again to make sure the shoe isn't too big.

"Sometimes the child really doesn't need a new pair of shoes because the shoes still fit and no toes are being squeezed, and I'll tell the parent that -- to comeback in a few weeks.

"Mothers don't have to worry about watching the children every minute and getting lost as they might in a larger store like Nordstrom's. The kids who come in don't want to leave. They come here to play. My wife and I are very children-oriented and the kids pick up on that. They know who is being 'phony nice' and who is real. If they are crying, I'll calm them down, even faster than the parents. We have made contact with autistic kids."

What goals do you have for the business?

"Just to be successful. I opened it up to be around the kids and be with them all day long. That's why I chose this business -- I let my people do the work and I play with the kids. And the kids respond. They all respond eventually, if not to the toys in the front of the store, then I take out a ball from the back and have a game of catch with the child."

How has your business changed?

"It really hasn't changed since we started, not really. No matter how much advertising you do, 50 percent is still word-of-mouth. But now that we are at this location, people are coming in based on a friend's suggestion."

What was your most important deal?

"Opening the store and starting the business was an important deal and being able to have UGGs as an account with us. But the biggest deal is being around the children and working with them."

What changes in your business do you expect in the next 10 years?

"The only thing I see changing is that children's shoes are getting more high-end as more high fashion designers are getting involved with children's shoes. And I see children, especially girls, are getting more involved with fashion earlier -- girls as young as 5, 6, or 7 are asking for a heel on their shoe if they will be attending a bar mitzvah. Of course, they will take off those shoes in 32 seconds to get on the dance floor. We also carry dress shoes for the boys that are much more comfortable than the hard leather dress shoes their fathers wore. There is even the Tsukihoshi sneaker that only weighs an ounce, and the kids love it because they feel they don't have anything on their feet. Mother's love it, too, because they can throw it in the washing machine."

What is the most important thing you've learned in your business?

"The most important thing I believe is to be truthful to the parent and to the child. I'll tell the parent if the child really needs new shoes. We don't sell shoes because the kid says the [old] shoes don't fit. If the kid needs the new shoes, that's one thing. If what they are wearing still fits, we will tell the parents still fits the child and if I go in the back I will be bringing out the same size. It's more important to us that the shoe fits and the child is comfortable wearing them. When there are two styles to chose from, I ask the child to forget how each one looks and to select the one that feels the best."

What advice would you give to someone considering your line of work?

"You need patience and you have to like kids. You also need the basic business skills in running a retail shop and salesmanship ability to take care of customers. There are opportunities to learn more about shoes and seasonal styles at national shoe shows."

Is there anything else you would rather do?

"No. Not right now. I'm very pleased, especially having my wife working with me. I've been doing this for 55 years working at our sister store, Jay's in Livingston, now run by the son of the original owner."