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Ursulli said she used to make porcelein dolls at home but then realized she could do more by opening a store.
She also, she admitted, wanted to get out of the house.
Now, her business, Jo's Dollhouse in Emerson, has become a go-to destination for serious doll collectors.
Ursulli, who had been in Westwood for five years before moving to her current location 18 years ago, also does a big online business.
Her specialty is vinyl dolls. She said it's amazing to watch a blank piece of vinyl be molded into a lifelike baby.
Ursulli's store, which resembles a filled to capacity nursery, also sells teddy bears and other gifts.
She's branched out, she said, because doll collecting has cooled a bit in popularity.
Still, the Emerson resident remains busy, opening her store Wednesday through Saturday and by appointment.
Jo's Dollhouse is at 193 Kinderkamack Rd., (201) 634-0424.
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