COEUR d'ALENE - Before Joe Seaman opened JAMMS Frozen Yogurt in February, he operated a demolition company out of Alaska.

Not exactly the same type of venture. Still, the explosive experience prepared him for the hustle and hurry he faces today.

"It was still a business, so there are a lot of similarities as far as running a business," he said. "The mechanics of what we're doing, not so much."

There is one other advantage to JAMMS: It's a shade less dangerous.

"This has been the most fun in any business venture I've been involved with," he said.

Since opening JAMMS at 3500 Government Way, Seaman and wife Lora have been busy - enough that they plan to open a second store in Moscow by the end of the month.

Are they surprised at their success?

Not really.

"People ask me that a lot," Joe said.

It's a simple formula that has worked over and over again elsewhere: Great customer service, great product, fair price. The thing is, the Seamans executed, too.

But there is something he didn't anticipate.

"What I have been most surprised about is how passionate people are about JAMMS in the community," Joe Seaman said. "That has blown me away."

JAMMS, which employs 14, offers 10 varieties of frozen yogurts and more than 55 toppings. The Seamans consider it an upbeat, friendly hangout for all ages.

"We offer a fun atmosphere that you can come and enjoy a great quality product for a treat," he said.

Again, no surprise people like JAMMS, he said - it's self serve, no stress, relaxing atmosphere. Simply put, they love their frozen yogurt.

"It's always a fun atmosphere because they're coming to get frozen yogurt covered with toppings," Joe said.

The name, JAMMS, is based on the first initial of each of Joe and Lora's children. There's Jackson, Andy, Madison, McKinna and Savannah.

He's confident their second store will do well, too, because when at JAMMS, customers are first. A saying at JAMMS when it comes to clients is, "where you rule."

"We truly mean that," Joe said. "Come and do your thing. We're just kind of along for the ride to guide you."

JAMMS is open 10 a.m. to 11 p.m. Sunday through Thursday, and 10 a.m. until people stop coming in Friday and Saturday.

Information: 665-0485