How is the storeowner different than what Jim describes her to be in the story, The Woman at the Store?

The woman who owns the store is introduced as a beautiful blonde woman by Jim, one of the travelers. However, when the travelers meet the woman, they see that her beauty and much of her sanity has vanished. The woman swings between moments of calm and moments of rage, and she tries to keep her secrets hidden, despite the best efforts of her child.