Jang Han Lee, in the retail wine and spirits business since 1975, was inspired to take the opportunity to re-open Carlos Russo’s Wine & Spirit World as , in Linwood Plaza. Lee saw the potential to infuse the store with a family run character.
Twin City was born in 1979 as Stillwell Liquors in Coney Island, New York. Over the next 10 years Lee developed both his own business and those of the vacant stores alongside his own until Stillwell Liquors began to outgrow its roots.
In 1989, Stillwell Liquors moved to Jersey City, N.J. and was renamed Twin City Liquors. After another growth spurt and expansion in 1997 Twin City Liquors was renamed Twin City Fine Wines & Spirits.
In 2008, Twin City Fine Wines & Spirits opened its newest location in Fort Lee as Linwood Wine & Liquor Co. The store is filled with fine wines, spirits and beers and is highly regarded for its wide selection of micro and import beers, as well as a comprehensive selection of fine whiskeys from around the world.
Mr. Lee's son, Jake (Jooyoung Lee) took his vision of opportunity to reinvigorate the store with changes that reflect the changing population. He said, “We couldn’t resist taking the chance.”
When questioned about challenges, Jake responds, “Where do I begin?" He says that in business there are always challenges and sacrifices to be made. He believes that Robert Burns put it best, "But, Mousie, thou art no thy lane in proving foresight may be vain; The best-laid schemes o’ mice an’ men often go astray.”
Jake Lee experienced several roadblocks with both the landlord and the borough as he sought to remodel the store as it currently stands. Most challenging was getting customers to once again trust a store that had shuttered its doors from lack of business. Finding the right mix of employees was equally as important as the construction. He says, "A kind smile and the willingness to lend a hand is often more striking than the most beautiful of displays or fixtures.”
Lee and his staff stay motivated the same way they keep their customers happy and motivated-- by changing things around with new displays, new promotions and new projects. Employee input is encouraged and its that input that is used to modify overall strategy.
"There’s nothing like seeing your comments or recommendations put to work. I believe it’s not so much the work, but seeing a reflection of yourself in that work that keeps you wanting to learn and excel. It’s a family atmosphere. I don’t address my people as ‘my’ employees, they’re my co-workers, my friends and my extended family," Jake Lee says.
In talking about operating in the current economic climate Jake says, “There’s a void in the mid-range. Wines that represent great value at a low cost are extremely popular. Wines that are hard to acquire or very expensive remain very popular. Wines in the mid-range--$30-$100, have suffered. It’s a reflection on the country’s economic situation as a whole . . . the middle class is slowly dissolving and an imbalance in the distribution of wealth is more apparent. That said, we find our business rarely suffers dramatic highs and lows. Essentially, people who drink wines and spirits always find a good reason to visit our store.”
Changes due to the economy have been minimum at Linwood Wine & Liquor Co. because they have adjusted their inventory to reflect value. They are ordering more products with an awareness of the customer’s true vs. perceived values. They have also made a concerted effort to make the shopping experience as pleasant as possible. "We don’t want customers that rush in and are dying to get out of our store. We want a comfortable atmosphere that allows a customer to browse and ask questions with confidence about what we have to offer,” Jake says.
Jake has no reservations about the future. In his opinion, “Everything looks bright.”
His assurance in himself lends to his advice to other business owners. “One simple thing . . . true success isn’t just about dollars and cents. True success is a viable business that you love to nurture. Do what you love - if you’re unhappy with the work that you’re doing don’t torture yourself, no amount of money will ultimately make it worthwhile. I once heard this truism in regard to wealth, ‘true wealth isn’t having as much as possible, true wealth is wanting and appreciating all the things that you do have.’”
Sacrifices made to keep any business going are abundant, Jake said, “Long, long hours of work and home are often muddled. My children just don’t ever expect me at home anymore. At 90 hours a week, who can blame them? I have recently scaled back my schedule and decided to take Sundays off.”
“My employees and my father” are the people Jake thanks for helping him along in his business. “My employees are much more than people I work with. They are my extended family. We are a micro community unto ourselves and although we can be dysfunctional, we always look out for each other’s welfare and try to keep smiles on the faces of those around us. My father has always been the cement that binds everything at work together. He tends to the details of making sure we’ve left nothing unattended in our haste to serve our customers. He is also the source of invaluable wisdom and information in times when my decisions were not quite clear.”
Wine tastings take place 5-8 p.m. on Fridays. Gift items can also be found at Linwood Wine & Spirit Co.
The website, LinwoodWineCo.com features nearly every bottle available in the store at 102 Linwood Plaza, at aggressive web-only prices. They can be reached at 201-944-5504. Hours are 10 a.m.-10 p.m., Monday-Saturday, and noon-6 p.m., Sunday.
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Their Mission
The enjoyment of wines and spirits is subjective. The experiences associated with wines and spirits are as diverse as the varieties that exist. At Linwood Wine & Liquor Company we make it our mission to marry your tastes and desired experience with the universe of products that are at our disposal. Communication is paramount in achieving this mission and we try to be available in every way possible.
