All About Lights

By Paula J. McGarvey, for The Montana Standard - 04/22/2007

Jennifer Cashell opened All About Lights three years ago to meet the need for a lighting specialty store in Butte. Cashell’s store at 2843 Amherst Ave. carries everything from switch plates to crystal chandeliers. Paula J. McGarvey, for The Montana Standard.

All About Lights 2843 Amherst Ave.

in Butte Phone: 533-1333 3226 U.S. Hwy. 12 East in Helena Phone: 457-1900 Business history: Jennifer Cashell was inspired to go into business for herself when her own quest for stylish lighting fixtures for the new home she was building in Butte came up short.

“Really, when I went to buy, there was nothing here and I had to travel out of town,” she said. With her own lighting dilemma doubling as market research for a new business, Cashell left her former 20-year career as a corporate CPA in 2004 to open lighting specialty stores in both Butte and Helena.

“We do cater to homebuilders and contractors,” said Cashell, who also carries specialty items for homeowners, such as mantel clocks, Tiffany table lamps and candleholders.

The Butte store is located at 2843 Amherst Ave. and open Monday through Friday from 10 a.m. to 5:30 p.m. and Saturday from 10 a.m. to 3 p.m.

Products, services and specialties: All About Lights has a wide selection of both commercial and residential lighting and accessories, along with specialty home décor pieces.

The store has a variety of lighting fixtures and lamps in stock — displayed so that shoppers can get a sense of how their purchase will look in their own home.

“We are able to get products from all the major lighting manufacturers,” said Cashell, adding that if she doesn’t stock what you’re looking for that she would gladly special order any fixture from her extensive collection of lighting catalogs.

Prices are competitive, and homebuilder and contractor discounts are available. As a special service, the staff at All About Lights offers consulting services on everything from new construction to remodeling projects, helping builders and renovators merge function and design.

Business philosophy: Cashell said her priority is customer service.

“A lot of times customers feel very stressed while building a new home or undergoing a remodeling project. We want to assist people and assure that they enjoy dealing with the lighting aspect of their project,” she said.

Advice for others wanting to start a business: Cashell believes that the time is right for starting a business in Butte.

“Butte is on the upswing, and there’s a lot of opportunity for new business,” she said.

She did caution entrepreneurs that in spite of the opportunities available, they should not to expect things to come easy.

“Owning your own business takes a lot of hard work and dedication,” she said.

What makes doing business in Butte and southwest Montana unique? Cashell believes that the recent growth in Butte has fostered a positive business climate and that clients are friendly, willing to spend and easy to work with.

Rewards and challenges of doing business: “A lot of satisfaction comes from doing a good job and having satisfied customers. When customers have fun and are happy with the end results, it is very rewarding,” Cashell said.

As for challenges, Cashell had her own list.

“I believe most businesses face the same challenges: Balancing your time, budgets, managing inventory, staffing, understanding how to use advertising to your advantage, and trying to reach a varied customer base,” she said.

Future plans: Cashell plans to continue to expand the store’s area of service as she continues to pick up clients due to the increase in building at Georgetown Lake, in Whitehall and in Helena suburbs.

Locally, Cashell is planning an open house to coincide with the store’s third anniversary and fourth building season.

The open house will be held on Friday, April 27, and Saturday, April 28, from 10 a.m. to 7 p.m. at the Butte store with a special “Pick a Flower” sales promotion, in store specials and refreshments for customers.