Shoe Repair Booming Amid Recession
March 4th, 2009
Rob Morgan, owner of Morgans Village Cobbler says business hasn't been so good since 1970s
by Tom Callan
"There are some good things about a recession," smiles Rob Morgan, owner of Morgans Village Cobbler, his brawny arms clutching a fancy mix of loafers and heels. It's 10:30 a.m. His family shoe repair at 1455 South and 2300 East opened its doors just ninety minutes ago, and already he has written 20 tickets to repair shoes from black tasseled loafers to Florsheims.
Morgan says January was the store's best month since the 1970s. He estimates his business has increased about 25 percent in the last 8-to-12 months. Morgan says a year ago, he and a staff of seven, including two part-timers, were repairing 70 pairs of shoes a day. He is now writing ticket orders to mend at least 100 pairs a day.
He says there is no doubt that more of his customers prefer to have shoes repaired rather than buy new ones. "Normally, in the past, they would have looked at their shoes and thrown them away. They are now thrilled when they come and pick them up," says Morgan.
Morgan has a hunch that a new American ethic is being written on all those scuffed, dented and beaten up shoes. "I hope we can educate people and move them away from the throw-away society," he says. He says many of his customers are first time, younger people who never knew shoes could be repaired. Morgan says the souring economy has sparked an interest in shoe repair. "Rather than throw them out, I can make them new again," he boasts.
One female customer, lowering her dark sunglasses while dropping off a pair of black heels, says she used to throw out her worn shoes when she was single but her husband taught her the value of polishing her own shoes and having them repaired.
Mark, a ruddy, robust, tall, social worker who could pass for a surfer, lays down a pair of brown Colehaan loafers. "Why not buy a new pair?" I wondered. "They don't make these any more," he tells me. Morgan informs Mark that the cost of repair is $35.00; he says a similar new pair would run "a couple a hundred bucks."
Some shoes Morgan won't fix. "If it looks more than the shoe is worth, I will discourage it," he says. But he adds that many customers don't relent; they want their shoes fixed no matter what. Morgan says many plop down their "dog eaten shoes" on his counter, insisting that it must be cheaper than a new pair.
Morgan notices a difference between the sexes, women more interested in repair, men more inclined toward maintenance. " I will get guys bringing shoes in just to get them shined; they beat the crap out of them," says Morgan. "The younger guys want us to shine their shoes."
Morgans Village Cobbler is riding the backwash of the recession's undertow, as consumers suddenly discover a penchant for saving, pinching pennies to fix Florsheims rather than ponying up for a new pair. "We are booked. Nothing better than a hard day's work," beams Morgan. It is not yet 11:00, as he bundles up another load of loafers and leather Upper Dolcis and heads back to his repair room before another customer shows up at the counter.
Oh, yes, I dropped off my own pair of hole-in-the-sole loafers, with run-down heels for their third reincarnation. It will cost $43, not a couple of hundred.
