Sometimes the old way of doing things proves to be the best way.

And a 100-year-old shoe store in rural Iowa is proving that there is a way to run a business in a small town and make it famous. Even if you don’t use the internet.

Weaver’s Leather Store has been open since 1925 and is still going strong. Their secret – just doing a good job for their customers. “We have shoes in every state,” Tim Weaver said. Tim is the current owner of the store and he is the third generation of Weavers who have made the shoe store their life’s dream.

Tim points to a world map behind the counter that is covered in pushpins. The pins aren’t limited just to the United States. Businesses often reach worldwide success thanks to modern day tech, like online advertising.

Julie Weaver stands amid shelves holding 13,000 pairs of shoes. Weaver’s inventory fills parts of three buildings. Photo by KARE

But what is shocking is what Tim said next. “Never had a website,” he said. “Just word of mouth and people coming in.” The way the store has run varies little from the way Tim’s father, LeRoy Weaver, ran it when he took the business over from HIS father.

It’s not just LeRoy’s business plan that keeps his memory in the shoe store, it’s the man himself. The 94-year-old spends his days at the store he helped build, running a sewing machine near his son. Leroy said he can’t stay away.

“Monday through Saturday, he comes to work with me every day yet,” Tim said. Just like LeRoy, the machines the family uses are from decades prior. “This machine probably was built about 1930s,” Tim while stitching new soles on a pair of cowboy boots.

Julie Weaver, Tim’s wife, said that another thing that has helped give them an edge is the stacked storage of shoes. “We’re probably close to 13,000,” she said, pointing at the floor-to-ceiling racks of shoes. “Tim had a salesman tell him one time you can never sell an empty shelf,” Julie said. Tim agreed. Now they have enough stock that they could sell 15 pairs of shoes to each resident of their small town of Buffalo City.

Three generations of the Weaver family share morning coffee. Left to right: Tim Weaver, LeRoy Weaver, Tanner Weaver and Colin Weaver. Photo by KARE

The store got its start by LeRoy’s father, Ted. But when LeRoy was 19, his father died, and the 19-year-old took over the store. Other than two years serving during the Korean War, LeRoy has never missed a day. The family tradition sees no signs of ending. “I’m the fourth generation and I’m Colin Weaver,” he said, while sewing a winter jacket. Colin, 26, and his 29-year-old brother Tanner plan to someday take over the store.

This is my thing,” Tanner said. “Helping people, that’s what I like to do.”

Colin says he was weighing his options in college before realizing, “I wouldn’t be able to find anything I’m passionate about like this.” His grandmother, Carolyn Skogen, works with the family, too. She said there is a reason their small-town business has flourished when others did. “There isn’t people who do this anymore, they throw things (away),” she said. We live in a throwaway country. Not here. You save the unsavable.”

The family knows just how fortunate they have been. In an age where technology, the internet can make or break a company, this small shop has left a big footprint with not so much as an online ad. “Not too many people can say that. It’s an honor,” Tim said. “That’s what we’re here for, keep the generations going.”

Source: KARE11