Page 78 - Blade (February 2020)
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MILESTONES |
about knives, friendly, knowledgeable key to longevity and success in a
and happy to share all they know with retail environment that has changed
anyone without hesitation. This starts so dramatically in recent memory.
with Gerald, right down through The advent of the Internet, shop-at-
his grandchildren. I can completely home options and discount online
understand how his business stands the “warehouses” have challenged the
test of time and generations.” mom-and-pop shop tremendously.
Nonetheless, Willey Knives consistently
MOM, POP and KIDS shows that personal, hands-on service—
The family connection at Willey Knives before, during and after the sale—wins
has enriched the success of the retailer as the day. Once customers experience the
well, providing long-term commitment personal touch, the impersonal process
and opportunities for family time, even pales by comparison.
when business is brisk and there is work “We do have a website,” Gerald
to be done. pointed out, “but that is not a very big
“My whole family is involved in the part of our business. We concentrate on
Willey Knives has hosted an annual fall open
house since the early 2000’s. business,” Gerald noted with pride. “My getting more customers into our store.
wife,Sylvia,helpswithaccountsreceivable Our niche is ‘show and tell.’ We want to
more than 25 years with Columbia River and payable. My son and daughter are help the customer find the right knife
Knife & Tool,” Rod began. “Gerald is just also in the business. My daughter, Geri, for their needs. Buying off the Internet
the plain nicest gentleman you’ll meet has helped me since she was 5 years old, can be convenient at times, but it is also
in this industry, always polite and very and she is now 46! After she graduated nice to be able to walk into a store and
respectful during conversations he has, from college, she worked elsewhere for handle the knives you are interested in,
and with great product insight. Gerald about five or six years—until she decided and also know that someone is able to
might be soft-spoken, which translates to make this her full-time job. Even when talk to you about the different steels
into you having to really listen, especially she worked elsewhere, she still helped and mechanisms.”
on a noisy trade show floor, but you learn me a couple of nights a week and on
quickly that he needs to be listened to and Saturdays. She now manages the store, OPEN SECRET
heard. He has so much knowledge about does most of the purchasing and delivers The open secret to success at Willey
the industry and its products that you’d to most of our restaurants. Knives is simple.
be crazy not to spend as much time with “My son, Matt, has worked here since “[Providing] service and treating
him as he can give you!” he was young. He is now 35. He also customers how I would like to be
Joyce Laituri of Spyderco has a long- worked for another company for about treated,” Gerald explained. “We also
standing connection to the Willey family five years before coming back to the have a sharpening service and service
as well. family business. He now runs the shop’s approximately 90 restaurants. Besides
“I met Gerald and his family at the sharpening service, helps in the store those customers who walk into the
BLADE Show years and years ago,” she when needed and does some purchasing store for sharpening, other customers
remembered. “They amazed me then— and delivering.” mail in knives to be sharpened. Our
and still do. They are truly passionate The family aspect of Willey Knives is a sharpening service is busy enough
BLADE Magazine Cutlery Hall-Of-Fame member Chuck Buck (left) Blacksmithing is another attraction of the annual fall open house.
®
attended about six of the Willey Knives fall open houses, signing That’s the Willeys’ house in the background. The retail store is in
knives and making friends at them all. the basement.
76 BLADE FEBRUARY 2020
