Touched Their Soles: Last Day Nears For NJ Shoe Store That Opened In 1950s

LIVINGSTON, NJ — After touching the soles of several generations of children, the beloved 68-year-old store Jay's Shoe Box will close on July 1, the owner of the family-run Livingston business said last week.

Ted Wickner, son of founder Jay Wickner, said the store, which opened in 1954, will close largely because of staffing issues and changing times — but he's grateful for the memories.

His father Jay Wickner, who founded the store at age 19, is still around, Ted said, as is mom Harriet. Both are in their 80s.

Jay ran the store for its first 42 years, after opening it with $3,000 from his in-laws, Ted said.

Ted looked back recently at some of the changes that have occurred during his career at the store.

The younger Wickner was born in 1958, four years after his father opened the shop.

At the time, his mother's father and grandparents owned shoe stores as well as general stores that sold shoes, particularly after World War II. When Jay Wickner married Harriet, Harriet's grandfather gave him seed money to open a shop.

"I used to come help my dad when I was very little," Ted said. "When I was 5, 6, I'd clean the mirrors. On Saturdays you had a to wear a clip-on tie. In those days everyone wore a tie to work."

Ted Wickner added, "I remember hanging out, always being in the shoe store. I started working there starting in seventh grade, three days a week and Saturdays, through college. I said, 'This is a good career.' "

His brothers Jeff and Greg also worked in the store, but moved on to other jobs.

When asked about changes over the years, Ted said, "Shoes are shoes. There's a left and a right. You put 'em on your feet, and make sure they fit."

Crocs, Uggs, And Sneakers For Every Day

But there were trends that came and went.

"We went from expensive Italian shoes for little kids to sneakers," he said. "Things come and go — Uggs, Crocs, you go with the flow. We go to shows and read trade magazines. We pay attention to what our customers tell us too. They know what's going on."

In the 1980s, he said, the store began to focus sole-ly (get it?) on children's shoes.

It was around that time that shoes were becoming more specialized. Also, sneakers were seen as an everyday fashion staple, not just for exercising.

"Business got good" in the 1980s, Ted said. "We've been very fortunate for a long time."

The business moved to its present 2,000-square-foot store on Mount Pleasant Avenue 19 years ago. Before that, they were on South Livingston Avenue.

So why close now?

"Lack of staff," Ted said, although he disagreed with the oft-repeated saw that people "don't want to work." In fact, he said, young people are just being lured away by newer, more appealing jobs.

"People want to work," he said. "I didn't work here for about two years, two and a half years [due to the pandemic]. We have had wonderful staff, nice people. But they can get better jobs, and good for them. In retail, it's hard to find staff."

He noted that one former employee is making good money driving for GrubHub.

At 64, Ted is not retiring from the business world. He said his family runs a real estate company that's active in North Jersey.

"We may have a sidewalk sale in August," he said. "I own the building. We probably won't have rented it by then."

He noted that his business stayed strong when competitors left. He said one of the keys was service with a smile.

"People want to sit down, have a sales person with a friendly smile," he said. "We never [had] nasty salespeople. People come in and have a positive experience. That's how my dad always was. I don't care what people asked me — the answer was always 'Yes.' "

"They were my customers," he added. "They gave me the life that I had."

What parting words does he have for his customers?

" I want to thank them for all the years," he said. "We appreciate them. They're all coming in and
saying 'It's sad.' I appreciate all their good wishes. It's humbling."

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