The Willow Glen Resident

Photograph courtesy of Martins Jewelers

After 35 years in business, Martin Blatner (left)--shown here with his wife, Gertrude (middle), and Martha Robinson-Black-- can still be found behind the counter at Martins Jewelers in Willow Glen.

Willow Glen's independent spirit still shines in the community's thriving locally owned businesses

By Mary Spicuzza

Walking into Martins Jewelers on the corner of Hamilton and Meridian is much like revisiting a bygone era. An old cowbell on the door still announces visitors, and chances are good that one of the employees offering assistance has worked at the shop for more than 20 years. The store is immaculate, bright and unmistakably modern, yet it shows signs of old-fashioned, meticulous, tender loving care. And Martin Blatner--Mr. Martin to most--looks just as dignified and refined surveying his jewelry counter as he does in photographs of the shop's grand-opening celebration 35 years ago.

The world of Willow Glen that surrounds Martins Jewelers has changed radically since the original store's opening in 1958. New businesses--including an explosion of national chain stores--have sprung up all over town. Yet locally owned businesses continue to thrive, and even seem to be growing in popularity in recent years. Willow Glen may no longer be its own city, but neighborhood shops like these serve as living testimony that the community still cherishes its independence.

Dave Bertucelli, co-owner with his wife, Patty, of La Villa Delicatessen and Gourmet Shop, believes it's a combination of quality products and emphasis on customer service that keeps generations of customers coming back for more. La Villa, known for its homemade Italian specialties and baked goods as well as imported items, has been a Willow Glen institution for more than 50 years. And the Bertucellis say they serve many of the same customers they did when they first purchased the shop 10 years ago.

"We make everything fresh every day," Dave Bertucelli says. "People want value for their money, so we don't cut corners on quality and stick to generous portions. ... It never hurts to give a little extra." He adds that even at home his family usually cooks enough food at dinnertime for 10 extra guests.

Their generosity has obviously extended to La Villa's lunch counter. Unlike corporate owners in headquarters five states away, on most days the couple can be found baking or helping customers to giant servings of daily specials.

And people obviously appreciate it, considering that three and four generations of families are rumored to have grown up on La Villa's homemade raviolis.

"They're loyal customers... and old friends," Dave says.

What about new independent businesses just opening in Willow Glen--those without an established reputation or a multi-generational fan base?

Don and Doreen Araki, owners of Lincoln Avenue's latest addition, The Tea Totaler, also say they owe their success in setting up shop to the surrounding community.

"Our neighbors are so supportive. This is an old-style town. ... We couldn't have done it without the community here," Don Araki says.

The Arakis hope to hold The Tea Totaler's grand-opening festivities sometime soon. The store will specialize in select and rare-grade teas from around the world, and has put together a menu of international foods that traditionally accompany these teas. Teapots, loose tea and just about anything from the wide world of tea will be available.

"We want to provide an alternative to the coffee shop," Don says.

"This is the way common people have tea. In Japan a lot of men used to gather for tea. They talked about politics, events, the world around them."

It's easy to imagine sitting and sipping tea for hours in the beautiful shop. Complete with stream and bamboo garden, low Japanese tables with seat cushions on the floor and sleek tables and chairs, it's definitely not the kind of place where you'd want to slam a shot of caffeine and hurry out the door. And they don't have espresso anyway.

Other shops opening in the area have actually helped the Arakis focus and refine their business' identity.

"We were going to open a coffee shop, but so many have opened in the area recently. And we've been drinking tea our entire lives," Doreen says.

The combination of specialized product and supportive community has also made locally owned desert cafe Dolce Spazio a success. Willow Glen's Mike Orlando opened the shop in town almost a year ago and says other local shops aimed at satisfying the sweet tooth have been an asset rather than a competitive liability.

"We make our own gelato, and nobody else does that. But we love to carry baked goods made by locally owned businesses. It helps both companies and keeps money invested in our town," Orlando says.

Orlando has been making homemade gelato at Dolce Spazio since 1991, when he bought the Los Gatos shop from previous owners. He can frequently be found scooping gelato for the masses at either location. When asked about the process of opening an independent business on Lincoln Avenue, Orlando explains, "Willow Glen is very community-supported."

National mega-stores may bring in millions of dollars from hundreds of stores, but locally owned businesses have found their own recipes for success in a blend of quality products, stellar customer service and building a supportive community that cherishes the independent spirit.

It's that recipe for success that allows Mr. Martin and the crew of Martins Jewelers to remain leaders of the business, making engagement rings for the children of the brides and grooms who shopped at his store decades ago.

As for other success tips, Mr. Martin adds, "Honesty helps. So does integrity."

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