by Joel Ginsberg

I have vivid memories of my family's wood-burning fireplace. I remember sitting on the hearth and allowing the fire to warm me before I headed out to play hockey.

I grew up in St. Louis Park, and Minnehaha Creek ran through my backyard. The neighborhood kids and I would play for hours on the creek — sometimes we'd even convince my mother to be the goalie. We looked forward to going to my house afterward, unlacing our skates by the fire and sipping hot chocolate.

Now I make my living outfitting homes with fireplaces. Whether your house is new or 100 years old, we can add all sorts of fireplace types, including:

• Inserts that convert old wood-burning fireplaces into efficient, attractive heat-producers
• New fireplaces
• Free-standing stoves

Our most popular products are gas inserts and gas fireplaces. It's hard to match the clean, convenient and efficient fire they generate. I have a little fun with our customers who come in looking for a wood-burning fireplace. When I show them a gas model, they say, "I want a real fire." Jokingly I reply: "I'll stick my hand in the gas fireplace to show you how 'real' a gas fire is."

Installing a wood-burning fireplace is more complicated than installing a gas one, but it's done daily. A wood-burning fireplace needs a chimney system, where a gas fireplace can be vented out a wall. Purchasing a gas fireplace starts at about $3,500, whereas a wood-burning fireplace costs at least $6,000.

When older homes with wood-burning fireplaces have damaged flues, upgrade instead. We can install an efficient wood-burning or gas fireplace insert and reline the chimney, for less than repairing the flue.

I fell into the hearth business by chance — a lucky chance. I interviewed with one of the Fireside Hearth & Home owners, and he told me a story about socializing with doctors, lawyers and other professionals. They asked him what he did for a living. He'd reply, "I sell fireplaces" and watch as their eyebrows raised at what seemed like an odd job.

But he told them there's nothing more rewarding than putting a warm, inviting fire in someone's home. That convinced me. I've been in the business now for more than a dozen years.

One of my favorite moments in my career happened on a Christmas Eve. A customer who had purchased a gas insert from us called because he couldn't light the fireplace. I stopped on my way home to help. When I walked in, about 20 unusually quiet people were gathered in a beautifully decorated room.

I lit the pilot light, and the fireplace lit up, along with everyone in the room. Conversations started, smiles spread across faces, and the kids laughed and gravitated to the warmth of the fireplace. At that moment I realized how truly powerful fire can be.

Ginsberg is division manager of highly rated Fireside Hearth & Home in Roseville. Ratings are subject to change, so always check the List before hiring.