AVI STEINHARDT/Courier-Post Pennsauken resident Patricia Romer checks out the produce while shopping at the Philadelphia Fruit Market on Centre Street in Merchantville.

There's a New Age feel in Merchantville and it's co-mingling nicely with the older, more established businesses.

A thriving yoga studio and an acupuncturist share the downtown streetscape with Wirth Florists and Aunt Charlotte's candy store, two merchants who have operated in Merchantville for generations.

"I think it's great if Merchantville can capitalize on the niche market," said Randi Oakford, co-owner of Aunt Charlotte's, which was opened in 1921 and now is operated by the granchildren of the original owner.

"I wouldn't think of opening a store anywhere else," said her father, Brooks Oakford, 80. "Merchantville has been good to us."

"There's a New Age feel here," said Mary Frances Giordano, owner of Rama Yoga studio. Giordano hopes that Merchantville will become a destination spot like New Hope, Pa., and Lambertville.

The Main Street Association and the Merchantville Business and Professional Association made aesthetic improvements to the downtown streetscape. In addition, the borough waived meter parking on Saturdays.

Joan Brennan, owner of Bayberry's gift shop, said the business and professional association is very active and trying to increase foot traffic in town. The group is trying to educate shoppers about available parking lots, she said. Also, the business district has been marketing itself through co-operative advertisements and a Web site, www.merchantvillenj.com.

Store owners said borough-sponsored events bring new shoppers to town. For example, Merchantville's birthday party in June and antique car show in July attract newcomers who browse and shop, said Betsy Bernhardt, owner of fine arts and craft store Earth Tones.

Bernhardt, 52, fulfilled her dream of opening a gift shop when she founded Earth Tones in Merchantville last year. She chose Merchantville because she resides and raised her children there.

Plus, it felt right, she said.

Earth Tones, a former carriage house at 19 N. Centre St., is stocked with pottery, stained glass, ceramics and other hand-made work from local artists. By stocking unusual and unique items, she developed a niche market of people looking for fine hand-crafted pieces.

Her shop is next to Rama Yoga, a studio Giordano opened about four years ago. The residents embraced yoga so much that she outgrew two locations before moving to her current spot next to Earth Tones.

Giordano said Merchantville could use a pub or a "really good restaurant."

"Vegetarian would be great."