It's been a popular stop for shoppers frequenting New Preston village for many years.

J. Seitz & Co. is celebrating its 25th year of bringing cutting-edge fashion and decor to Northwestern Connecticut.

Amanda Seitz has now joined her mother and father, Joanna and Bill, in seeking out and presenting the latest in fashions, accessories and furnishings.

A Fashion Institute of Technology graduate like her mother, Ms. Seitz lends her discriminating eye on buying trips in Europe, and during Fashion Week in New York City.

Their latest excursion to Europe garnered one-of-a-kind, wooden furniture from Antwerp, as well as Belgian linen and Parisian artwork, among other treasures.

"I've always enjoyed being in the store," said Ms. Seitz, who has had a presence in the shop along the East Aspetuck River since she was a toddler.

"Both of my parents have amazing style," she said. "Growing up around all of that, my interest in fashion and design just happened naturally."

In 1986, southwestern textiles and patterns were the trademark of J. Seitz & Co. The region of New Mexico, where the Seitz had a second home, offered a fashion trend that was cutting edge on the East Coast.

As southwestern stylizing became mainstream, the Seitz turned their eye to a "comfortable Connecticut country look."

As trends continued to change, the store updated its vision along with the times, Mrs. Seitz explained.

"We're leaning toward industrial metal tables and refashioned metal and wooden furnishings," she said. "People love anything recycled and used in a new way.

"At this time in our store's history, it is part of our philosophy to bring recycled and reused, beautiful objects to our customers," Mrs. Seitz said.

Mr. Seitz has played a role in the store since it opened.

He computerized inventory cataloging and the store's bookkeeping, and he manages the warehouse in New Milford.

"Purchasing a piece of furniture is a big decision for a customer," Mrs. Seitz said. "Bill has an honest, straightforward way about him that people trust and that makes them feel comfortable reaching a decision."

J. Seitz now offers interior design services as well. Top to bottom furnishing of a customer's home is overseen by Mrs. Seitz, from Boston to Santa Fe.

"A lot of people have some vision of what they want their home to be," she said. "We add our ideas and expertise to help them create an atmosphere that fits their lifestyle."

From 1930s-style ceramic penguin pitchers from France for $28, to one-of-a-kind handmade deer heads covered in antique needlepoint with shed antlers by Frederique Morre, J. Seitz & Co. aims to offer something unique, and targeted to any pocketbook.

"People think of our store as expensive," said Mrs. Seitz. "I don't know where that idea came from. What we try to do is find quality, aesthetically exciting items whether it's a $10 ceramic piece or a $10,000 armoire."

J. Seitz & Co., located at 9 East Shore Road in New Preston, is open Mondays through Saturdays from 9:30 a.m. to 5:30 p.m. and Sundays from 11 a.m. to 5 p.m. For more information, call 860-868-0119 or visit