Gill Bartrum is enjoying watching people revisit their childhoods when they step into her store.
Ms Bartrum took over ownership of Jessie Roberts' Store, in Oamaru's Itchen St, on December 11 and has been ''flat out'' ever since.
Jessie Roberts' Store has a vast selection of wooden and popular toys, fun children's books and traditional sweets and fudge.
Ms Bartrum grew up in Oamaru and returned after travelling the world.
She helped establish the first Victorian Fete and says she has always had a vision of tourism taking off in Oamaru.
''People are making their livings down here, more and more buses are stopping ... it's great,'' she said.