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Name: Brass Lantern

Type of business: Boutique gift shop with wide variety of items including women's and children's clothing, jewelry, antiques, toiletries, and household and gourmet food items.

Address: 335 Main Street, Metuchen

Telephone: (732) 548-0408

Web site: www.brasslanternstore.com

Hours: Monday-Wednesday 10 a.m.-6 p.m., Thursday 10 a.m.-8 p.m., Friday and Saturday 10 a.m.-6 p.m., closed Sundays during summer.

Number of employees: 7

Founded: More than 30 years ago

Top officers: Lois Anne Cataldo, owner

How would you describe your business?

"I would describe my shop, the Brass Lantern, as a main street shop that echoes charm from the past," said owner Lois Anne Cataldo.

"Some of my customers have told me when they shopped with their moms, it looked like this with something for everybody. It's a sophisticated general store that began in one store, then we took the store next to us and then the landlord built a big Victorian addition.

"When you walk into main entrance, there will be greeting cards and antique, vintage and artisan made necklaces, rings, and pins. A little hallway holds candles and linens. The original part of the store has children's clothing from styled by Jelly Cat, Bennington, Haba, Le Top, Bunnies by the Bay, Biscotti, Kissy Kissy, and tea accessories -- tea sets, porcelain and fine English teas and a variety of gourmet foods. We also have a Wardrobe Room with timeless fashions and accessories for women including handbags, scarves, gloves, belts, hats, and socks. There is a knitting corner with many different kinds of yarns many hand dyed for knitting and crocheting. We also carry books and needles. We have Knit Wit knitting club with discounts to member and hold classes. It's a sophisticated general store.

"Our Bridal Room specializes in handmade bridal accessories. Also offers lingerie and wedding favors.

"We also carry a selection of beauty products featuring Crabtree & Evelyn, Lady Primrose, Solebury Soaps, and Aromatique."

What makes your business special?

"Our friendly staff and the big selection of items in the store. Another thing that makes us stand out is the way we wrap gifts. We provide free wrapping, for items over $15."

What goals do you have for the business?

"To survive this recession. I've had this store for over 30 years and this is the worst economic period that I have seen."

How has your business changed?

"We've changed by having more items and increasing our selling space. When we first opened, we focused solely on antiques and our first sale was a brass lantern. We switched from antiques to traditional and Victorian gifts. We aren't especially a gift store. We keep expanding and have items that are timelier and follow the trends."

What was your most important deal?

"Starting the business. Before I opened the shop I had worked for the police director of Woodbridge and worked in admitting in a nursing home. I was the sole support for three children so I was on my own. I began with a partner who didn't realize how much work it was. The partnership didn't work so in the beginning it was sink or swim. I worked in the store and as a waitress just to get a cash flow."

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

"There is no way to guess in this economy."

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

"Service and respect is very important to gain customer's confidence, and so we try to provide the best service we can. I tell my girls that even if a customer seems difficult -- sometimes the customer might have some very serious problems -- not that they should take it out on us, but you should be understanding."

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

"Be honest with yourself. There are many sacrifices to make. Retail means long hours and hard work. If a married couple has the same interest they could do really well. The only other way that it might be easy to do this would be if you have a rich daddy or a hubby who will give you $200,000 to give it a try."

Is there anything else you would rather be doing?

"No. However, if I were independently wealthy I would travel the world."