Friendliness, variety, and something I just can't put my finger on - but I will try to explain it. It is when you walk in the door and you feel comfortable , no pressure , like you are at a second home- you can't buy it - it has to be achieved . A store that has personality , maybe someone else here can help explain it better
As for learning the business do you have a local SCORE office check them out - they can be very helpful in setting up and running a small business. A quilt store is just a business so if you have a Long arm business you have a head start already - Good Luck