New "Kids" on the Block

A new branch of Jay's Shoe Box, a children's shoe store, opened two weeks ago in downtown Summit.  Located on Springfield Avenue, the store occupies about 1,000 square feet of space next to Nee Dell's, but customers can pass from one to the other as if they were in a single store.

For 56 years, Jay's Shoe Box has served Livingston and the area around it.  A second branch opened on August 17, 2009, in Morganville.

Owner Ted Wickner said that opening a third store in Summit would be a "good opportunity."

"We got good feedback from customers and we just wanted to take the next step and open up another branch and see how well it would do," Summit store manager Michael Nittolo said.

"We're one of the busiest shoe stores in the state," Wickner said, specifically of the Livingston branch.

Jay's Shoe Box carries a wide selection of major shoe brands, including Stride Rite, Goex, Enzo, Puma, Diesel, Nike, Born, Timberland, Asters, Cleats, Merrel, Kenneth Cole, New Balance, Adidas, Naturino, Michael Kors, Saucony, and Birkenstock.

"We have one of the largest selections around," Nittolo added.  "We take pride in our fits and we try to do the best we can for the customer."

Jay's participated in the Summit Girls' Night Out event on April 29, which Wickner said went well for the store.

"We handed out coupons, sold a couple pairs of shoes," he said.  "It's definitely something we'd like to participate in again."

"A lot of people were excited we were open," Nittolo added.  "We did some promotion…so a lot of people would come back and try us out, see what we have."

Wickner said that the store would "lay low" with events and promotions until back-to-school season begins.

"I haven't thought of anything yet," he said, adding that there is a Summit-wide sidewalk sale June 17 through 19 that the store will likely participate in.

"For not advertising, I think a lot of people spread the word, and we've been doing pretty good so far," Nittolo said.