REACH FOR THE SHOPPING STARS.

Byline: Barbara De Witt  Fashion Editor

As the annual holiday shopping rush begins, friends and family are already wishing and hoping.

Wishing for something extravagant - or at least clever.

And hoping not to get another pair of slippers, a dried-fruit platter or worse, that talking fish.

So, to help harried Valley shoppers fulfill those wishes and avoid those looks of disappointment, we called in the experts. Meet Cynde Cassel and Marnie Lerner, co-founders of Star Treatment Gift Services in Van Nuys.

Cassel and Lerner shop for the stars - or more specifically, the movie studios that employ them. And while they do help individual clients and non-Hollywood companies with gift selections, they have zeroed in on the movie industry, and now have 200 films under their shopper's belts.

With a quick study of the ``Charlie's Angels'' script (that unfortunately didn't mention the colorful aviator glasses seen in the film), Cassel and Lerner stuffed a pricey leather weekender bag with ``Secret Agent Man'' Spoon watches (like a Palm Pilot on the wrist), a digital camera, M.A.C. cosmetics and other goodies as a gift from the studio to the actors; then packaged martini shakers with smoked glasses, olives and onions into an ice bucket for ``The 13th Floor,'' and recently purchased a Kate Spade tote bag stuffed with vintage LPs as a studio gift for Mariah Carey, who's currently filming the musical ``All That Glitters.''

``Shopping is never easy, because you can't reinvent the gift,'' says Cassel. But, she adds, the more you know about the recipient - whether it's an individual or an entire office staff - the better your success rate.

Cassel, 31, a former personal shopper at Bloomingdale's in New York, and her friend Lerner, 28, turned their love of shopping into a full-time career in 1996, after their boss at Latin Publications, a Los Angeles-based magazine, asked them to buy Christmas gifts for the magazine's advertisers.

``We had a $150 budget per gift,'' recalls Lerner, ``and we put together champagne, Belgian chocolates, a serving tray and a fancy nutcracker in an ice bucket, and they were a hit because the clients said they usually got corporate paperweights or mouse pad presents.''

Two weeks later, the women decided to start Star Treatment, a full-service personal shopping and gift company, with a $15,000 investment that's now worth more than $2 million.

``But we didn't rush into it. Actually, we kept our day jobs for about a year ... when we realized it was time to give our new venture our full attention,'' says Cassel.

Tagging along with the pair is invigorating. They're like two mall rats on the prowl, laughing, playing with the merchandise and always using a critical eye to spot what's eye candy and what's not. Watch them and you sense a radar for people-pleasing gifts.

We learned those in the film industry (just like regular folk) want something really special - like the vintage record player they bought for Robin Williams - or something kitschy - like a lava lamp, says Lerner, who has discovered that all ages are still fascinated with the novelty lamp.

At Target in Woodland Hills, both shoppers zero in on some round gift boxes that are padded and covered in flannel and trimmed with white saddle stitching, priced at $13 each. ``These are great for packing gifts,'' they say, before moving on to some small votive candles in silver containers priced at under $10. And then they both ooh and ahh over some Santa-inspired baby booties as they make their way through the aisles.

Sure, they're fond of high-end stores, but good gift-giving doesn't take a lot of money. It's more about imagination and a knowledge of what's hot in the high-end category and then finding something that's got a similar look for less, they say. ``For instance,'' says Lerner, during a stop at Express at Westfield Shoppingtown Center, Topanga, ``this nylon tote is just as cute as the Kate Spade design we got for Mariah, but it's only $46.'' (The real thing is about $400.)

At the Canoga Park mall's Museum Company store, they found numerous items that they would consider for fans of romance films, such as the recently released ``Bounce'' with Ben Affleck and Gwyneth Paltrow. Among the possibilities were a CD of old Frank Sinatra songs and a CD of menus and music for lovers called ``Dinner for Two.'' Also in the spirit of romance was a tiny violin for serenading one's lover, a small leather journal and an elegant pen with a Tiffany lamp-inspired design, each for under $50.

For kids enamored of the new film ``Rugrats in Paris,'' the shoppers suggested a beret, a stack of stretch rhinestone bracelets, an Eiffel Tower, an art set with sketch pad, G-rated French postcards, and an ``I Spy'' book on Paris. Oh, and for that long flight to France (or the long freeway drive to Grandma's house), a bunch of electronic games.

Got a ``Bagger Vance'' golf fan in the family? Cassel said their official gift baskets for the recent film starring Matt Damon and Will Smith included cashmere sweater vests, but less expensive ideas found at Target included a retro-looking tan golf bag and a cheesy-but-fun putter cover designed like a furry gopher. More ideas included a package of top-quality golf balls and books on golfing and golf icons.

Packing a gift bag for a ``Titans'' fan? Start with a football, or maybe two - a really good pigskin type plus a soft rubber one to play with in the office. Other football-themed gifts might include athletic socks and Neil's Yard Sport salve for sore muscles, all packed inside a nylon sports duffle, says Lerner.

Obviously, with so many studios giving so many gifts, Cassel and Lerner often think in terms of movie themes, but it can be any theme. Cassel says waffle irons, packaged with a box of waffle mix and some special syrups are currently trendy, as are fondue pots and cocktail sets.

With all their shopping experience, Cassel and Lerner have also learned what doesn't make a good gift, and both say it's usually food (you never know how old that canned pate is), lingerie (too personal) and perfume. According to Cassel, ``There are some classic fragrances with major appeal, but most women have a favorite, so you can't risk giving a gift that will just be passed along.''

Still clueless on gift ideas? Coffeetable books and umbrellas are universally appreciated, says Lerner. And yes, candles are still burning bright, but Zen stuff is the latest trend with the stars.

So, hey - if it's good enough for Meg Ryan and Jennifer Aniston, your cousin from Idaho or Iowa should love it.

Star Treatment Gift Services owners Cynde Cassel and Marnie Lerner will be featured on E! Entertainment Channel's special, ``Holiday With the Stars,'' at 8 p.m. Sunday. To reach them, call [phone]; their Web site is www.startreatment.com. Gift prices start at $20.

Out of the ordinary

For those folks who have everything and are rarely pleased, our shoppers shared these secrets:

--Off-price stores such as Ross Dress for Less often carry exotic imports, European linens, Waterford crystal and other expensive items. But you've got to shop often and be willing to spend the time looking through piles of stuff.

--Don't be intimidated by high-end stores; they often have a variety of unique gifts at reasonable prices.

--Cranberry House in Studio City is their favorite place for small antique collectibles.

--Besides their own Web site, www.startreatment.com, they like BlueFly.com (www.bluefly.com), which sells new merchandise from previous seasons at discounted prices.

--Rose Bowl Flea Market (held first Sunday of the month) for linens and vintage items. You never know what you'll find, but they've got new, used and really old gift possibilities, says Cassel.

- Barbara De Witt

Making a list, checking it twice

You know Barbie dolls are forever while pashmina stoles are on their way out, but you still don't know what to buy Aunt Sue. Here are some ideas to get you started. Read it twice, or take it with you:

Spoon watches and classic Cartier tank styles

Razor scooters

Microfiber bathrobes

Long-board skate boards

Jeweled picture frames

Board games (including ``Millionaire'')

Leather clothing

Fondue sets

Faux fur throws for the sofa

Cocktail party accessories

Fleece blankets

Gardening tools

Handcrafted jewelry, purses

Egyptian cotton sheets

Waffle irons

- Barbara De Witt

Cynde and Marnie's tips for staying sane at the mall

--Shop early in the day - and the season.

--Know where you're going or at least get out of the way of more serious shoppers. And don't jam up the traffic flow by standing around the escalator landing.

--Shop with a list.

--Take a lunch or coffee break so you won't make purchases out of sheer exhaustion.

--Don't wear yourself out by carrying a lot of packages. Bring a collapsible push cart or occasionally take packages out to your car and lock them in the trunk.

--Do your homework. Know the person's sizes, color choices, favorite sports, music, art, authors and movies. And favorite fragrances.

--Don't let salespeople bully you into a purchase. Find someone who's friendly and willing to spend a little time with you.

--Look for stores with gift-wrapping services, and have purchases wrapped while you continue shopping.

--Make sure you actually look at the size tag inside the garment, as attached hangtags can be wrong.

--Don't try to do all your shopping in one trip. Break it down into three or four outings.

--Use your cell phone to call a friend when you can't make a decision.

--Wear comfortable shoes and clothing so you can zip through the stores with ease.

--Plan your budget ahead so you won't be overwhelmed. And remember that imagination and creativity are more important than the dollars spent.

- Barbara De Witt

CAPTION(S):

8 photos, 3 boxes

Photo:

(1 -- cover -- color) Shopping with the pros

Movie studio buyers Cynde Cassel and Marnie Lerner share their expertise with holiday gift hunters

(2 -- 3 -- color) Target stores offer original and funky gift ideas, such as an Eiffel Tower lamp, left, or a playful present for a sports fan, like the football, below, which Cassel catches with ease.

(4 -- 5 -- color) Professional shoppers to the stars Marnie Lerner, left, and Cynde Cassel try on sunglasses at Westfield Shoppingtown in Canoga Park. Below, Lerner thinks Target's martini shaker makes a stylish offering.

(6 -- color) A nonstick waffle iron - available at Target - is a unique gift idea, and can be packaged with a box of waffle mix and flavorful syrup for an extra-special touch.

(7 -- color) At the Express store in Canoga Park, Cassel and Lerner discover a selection of fashionable bags costing a fraction of what a designer tote goes for.

(8) At the Canoga Park mall's Museum Company store, Cassel and Lerner find a tiny violin and CDs for the romantic music lover, among an array of other special gift ideas all under $50.

Michael Owen Baker/Staff Photographer

Box: (1) Out of the Ordinary (see text)

(2) Making a list, checking it twice (see text)

(3) Cynde and Marnie's tips for staying same at the mall (see text)