Richard Johns bought this longtime Willow Glen business in November 2001, right after the economy took a rapid downward spiral. And, although he isn't shouting to the rooftops about mile-high profits, he seems content with the business's returns and supports two full-time employees.

Johns worked for Superior Color Lab for 10 years until the ex-owner wanted to sell the business. Johns didn't think twice, buying the business and reinventing its philosophy at its third location in 30 years on Lincoln Avenue.

Johns, a perennial Willow Glen resident who slyly admits he isn't a great photographer, focuses his skills on photo retouching and restoration. Yet, ironically, he has built a sizable portion of his business shooting local artists' artwork, because he says he doesn't charge an arm and a leg. Every week, he gets a couple new artists who call him, say they have heard about his business and want Johns to shoot their artwork. About 100 local artists frequent his business, with some coming from as far as South San Francisco and Hollister.

Jen Norton is a local artisan who has been visiting Superior Color Lab for three years. Johns take pictures of her watercolor paintings, which she sometimes turns into slides. Norton says she is pleased with all the work he has done for her.

"Every time I go in, he gives me better deals," she says. "He usually gives me a little extra than I pay for. I think he really understands our money situation."

In addition to photographing work for local artists, he is also capturing on film the entire collection from the San Jose Museum of Quilts and Textiles and some pieces from History San Jose exhibits and collections.

He describes his business as a professional/semiprofessional photo lab. So if customers are looking to develop a role of film from their weekend at the beach, beware: He charges two to three times—$35 per roll—what a customer pays at Walgreen's or Costco. But if a family is willing to fork out the dollars, their beach pictures wouldn't have scratches or lousy color and might be the highlight of the photo album.

"Everyone leaves happy, or you don't pay for it," he says.

The business is full of colorful eccentricities, like funky, off-the-wall Christmas cards, yet price-savvy customers may be surprised to learn that if a better price is available on retouching or developing their photographs, Johns is known to refer his customers to the competition. He doesn't see the industry as a "dog eat dog" kind of atmosphere and is happy to help other businesses who he says do the same for him.

Johns has been involved in practically all facets of the photography genre. He majored in photojournalism at San Jose State University, did some work as a commercial photographer and has been involved in some aspect of the industry for nearly 35 years.

After more than three decades in the picture business, Johns knows a thing or two about taking a good photograph and is happy to educate his customers about doing the same. And, for those customers who think they need an expensive camera, what Johns calls "electronic jewelry," to take quality pictures, he wholeheartedly disagrees.

"The best thing you can do is buy a manual camera and become more involved in the process," he says. "The more involved you become, the better photographer you will be."

For more information about Superior Color Lab, call 408.287.7884. It is located at 1202 Lincoln Avenue, #106.