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Name: L&M Art Gallery and Frame Shop

Type of business: Art Gallery and custom frame shop

Address: 124 Elmora Ave., Elizabeth

Telephone: (908) 351-2633

Web site: lmartgallery.com

Number of employees: 3

Founded: 1957

Top Officer: Michael Sirotkin, president

Hours: Tuesday, Wednesday, and Friday 9:30 a.m.-6; Thursday, 9:30 a.m.-7 p.m.

How would you describe your business?

"We sell all types of art works including landscapes, still life, animals, signed prints, American and Hungarian artists' paintings," said president Michael Sirotkin.

"We have a large selection of original oil paintings on display, as well as hand embellished work on canvas and graphic works. We do custom framing with everything done on premises. We provide swift service with superior quality and exceptional value.

"We will come to you to discuss the project and help select the arts and their placements. We install the artworks, and we guarantee completion of the project by the set date.

"We are a small business and we understand the need to work within a budget. When you hire us you pay less. There is no middleman and no designer fee. We are in Elizabeth and where the sales tax is 3.5 percent."

What makes your business special?

"We have been in business since 1957. My grandfather was a survivor and came to the U.S. in 1956. We've had customers for half a century."

Julie Sirotkin, Michael's mother, described the beginnings of the shop: "My father and mother and my two sisters left Hungary when the Oct. 23 uprising against the Russian appointed government began. My father was a frame maker and he began the business.

"When we came to this country the Jewish Family Service helped our family and we always stayed close. Last year we held a fundraiser for JFS. We will again hold a special day for Jewish Family Service. On April 18, invited artists Julie Barkin, and Irit Malinsky will display their oil paintings, L. Martin will show his photography, to display, Mimi Standler will show her pottery and Marion Slepian Jewelry. The public is invited to the Gallery at 1 p.m. There will be refreshments donated by local vendors. A portion of the items sold will be donated to JFS."

What goals do you have for the business?

"To stay in business and keep doing what we are doing."

How has your business changed?

"It's gotten larger. We have moved four times. I bought the business three years ago.

"It started out as custom framing and then my grandfather started buying art works. I grew up in this business. I always enjoyed it. He taught me to do the framing."

What was your most important deal?

"Working with our corporate customers. We have furnished the artwork for hospitals, hotels, and pharmaceutical companies. Clients have included: Schering-Plough, Sea-Land, Maersk, Trinitas Hospital, Christ Hospital, Robert Wood Johnson University Hospital, Somerset Medical Center, Hotel Indigo, Hilton Hotel, Newark Housing Authority."

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

"It's hard to predict. It's a tough economy right now. But when housing does well, I do well. I hope the housing market comes back."

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

"How to deal with people."

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

"You learn by experience in this business. I learned from my grandfather; I grew up in this business. I always enjoyed it."

Is there anything else you would rather do?

"No."