Profiles In Business Excellence: Gino's Shoe Store

     Little feet sure do grow fast, but Gino's Shoe Store in Dallas, Pa., has them covered in classy, brand-name designs of every size and color.      Even newborns can be fitted from a selection of leather slippers.
     For 40 years, Ginocchetti (known as Gino) has measured, fit, and tied the shoes of thousands of feet belonging to men, women, and children.      Now he specializes mostly in children's shoes and athletic footwear.      He carries only name brands that aren't available everywhere from manufacturers who try to be exclusive. He also carries the shoe widths that cheaper stores don't offer.
     Making sure a growing child's foot gets the right fit is Gino's top priority. He keeps records on his tiniest customers, sending a reminder card for fittings every three months.
     "A lot of stores don't give the service we do," said Gino. They just hand you the shoes and walk away.
     Gino's family has been immersed in the shoe business for decades; his father worked at City Shoe Repair, next to the YMCA in Wilkes-Barre, and stayed in the trade for 70 years. He passed down his skills to Gino and another son, David, who is an orthopedic specialist at Gino's Fairview Shoe Store in Mountaintop.
     Now Gino is repeating the process with his youngest child Vincent, preparing him to take over the family business.
I'm taking him to shoe shows, teaching him how to buy, Gino said, adding that his son has a nice way with people.
     Gino's 40 years in business have been equally divided between the Dallas Shopping Center and his present location on Route 315. His longevity is due to a commitment to quality and service.
     "To be successful you have to be honest and take good care of the public," he said.
     It is not uncommon for Gino to go above and beyond to provide the personal service his customers may need. For example, a colleague shared a story of Gino traveling to a nursing home to measure an elderly gentleman's foot for shoes because his rehabilitation made it impossible to get to the store.
     Gino's commitment to personal service resonates with the rest of his employees. He praised his staff, noting that one employee, Tracy Cristell, has been with him for 25 years and Judy Hendricks recently passed her 16-year mark.
     "Without them, I'd be lost," said Gino.
Over the years, styles have changed and Gino's Shoe Store has had to keep up with the times. By the looks of it, Gino's done so with great success, as well as keeping up with a whole lot of little feet.