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Name: Racquets Etc.

Type of business: Specializes in restringing tennis racquets and racquet sports and selling tennis accessories, clothing, and shoes.

Address: 1010 South Ave. West, Westfield

Telephone: (908) 233-3414

Web site: www.tenniswhisperer.com

Number of employees: 2

Founded: 1977

Top Officers: Jim and Lynne Augis, co-owners

Hours: 10 a.m.-6 p.m. Monday-Wednesday and Friday; Thursday from 10 a.m.-7 p.m.; and Saturday 10 a.m.-5 p.m.

How would you describe your business?

"We basically specialize in equipment for tennis and other racquet sports. My husband is a professional custom racquet stringer and he provides professional racquet services such as custom gripping and racquet customization. We also sell shoes, clothing, gifts, and all kinds of accessories," said co-owner Lynne Augis.

What makes your business special?

"We personalize the customer's treatment. We can personalize the racquets they choose with what their needs are taking into account what their grips and tensions are if they need help with that. We also have a demo program where we loan out racquets. We have over 100 racquets for our customers to use for demo. And that program is free of charge. We know the racquets we have and we give people the opportunity to try one racquet against another. It's a very personalized service."

What are your goals for the business?

"We have been educators ourselves and try to educate people and help them. We really specialize in helping a customer. We try to set ourselves apart from stores like the Sports Authority in the service we provide. We strive to have the customer satisfied with his racquet and are certified to restring it if a problem occurs."

How has your business changed?

"We've been in only one other location before we moved here. But most of the changes have come in the products we are selling. That's an ongoing thing. You have to understand the product you are trying to sell. And you continue to learn about new products. Basically new technology creates new racquets and strings. They are coming out all the time and we'll test them. We don't take in anything we don't believe in. Then there are the items the customers will request. You have to be sensitive to what the needs of the customer are," said Jim Augis, co-owner.

What was your most important deal?

"I think the most important deal is a combination of a lot of ingredients. It's not fair to say one element is responsible for our growth. I think it is being vigilant about our customers and developing customer relationships that last through generations. Another aspect is being consistent. When people have expectations. When they walk through our store, they find their expectation met. I think that's difficult to find in business today. It's keeping on top of everything that is out there today."

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

"This is an ever-changing business, as most businesses are. You have to be flexible and evaluate quickly the things that are out there so you can make the adjustments needed to satisfy your customers."

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

"To be able to listen and to educate yourself."

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

"You have to be committed. It's not something you can be half-hearted about. You have to know your product and know your customers. I got started in this business back in the 1970s when I was a high school tennis coach. My teams got me involved in the stringing end of it. I had to restring their racquets. Then we started looking at equipment and I was helping the high school players and at some point I started the business and it kept expanding. It was one of those things that if you do it right and people are successful because you have helped them in their sport, then the word spreads and you grow. And that's how it happens."

Is there anything else you would rather be doing?

"Yes. Lying on the beach at Paradise Island, Bahamas. But seriously, I left teaching a while back when they were mailing out RIF (Reduction in Force) notices. I never got one of the notices but I had a lot of compassion for those who were receiving them. I understand how difficult it is for the teachers who are losing their jobs. I have never regretted leaving teaching for starting my own business."