For the City-Times

A new e-cigarette store is announcing some big birthday plans.

Point Vapor, 632 Isadore Street, opened just over a month ago and already has trouble keeping some of the inventory in stock.

“Some of these products just keeping moving,” said owner Jason Mattison. “Some of this stuff, I have a hard time keeping in my store, which is great. And we’re not even really advertising ourselves yet.”

But Mattison, along with his wife Rhebeccka, say they’re gearing up for a major birthday celebration for Jason’s April 8th birthday.

“My wife is determined to throw me a big party,” he said, smiling.

“We’re getting a big sheet cake and inviting people down to have some cake and check out the store,” said Rhebeccka Mattison. “But we’re still deciding what discounts and specials we’re going to run. Hopefully, once people come in for some cake, we can surprise them with what we offer.”

Mattison said he carried some 30 different flavors of “e-juice”- a liquid combined with nicotine and injected into a device when users can smoke in place of traditional tobacco products. The business offers e-cigarettes, e-pipes and other devices in a variety of styles and colors. Mattison said he allows customers to use his products- inhalation of the vapors otherwise known as “vaping” inside the store.

“We’ve got a sample tray for people here, so it wouldn’t make much sense if we didn’t allow it. I vape inside and most of my customers do,” he said.

Mattison said his birthday celebration will run from 10 AM- 6 PM at the store and customers will be surprised at the variety of products he offers.

“I didn’t know this would happen, but I’ve got the (UWSP) students coming in and asking for a lot of the higher- end stuff,” Jason said. “I didn’t know there was a market for that stuff here, so I’m trying to keep it in stock.”