Meet Robert Bruce Ercolino of Veterans Lane Shoe Repair
by Linda Herman

Growing up in Ridley Park, a small town near Collingdale and Folsom, I remember fondly our neighborhood shoemaker. In fact my brother Neal and I used to stop in to say hello on our walk home from school regularly.... that and the candy store next door!

Anyway, his shop was small, cluttered and dark. And it smelled of leather and polish. It's an aroma we don't encounter too often in today's throwaway environment. But when you enter Veterans Lane Shoe Repair you're taken back, and perhaps forward, to a time when leather shoes were repaired with craft and care.

Veterans Lane Shoe Repair, on Veterans Lane in Doylestown, is not a small, cluttered, dark workshop. It's comfortably open and bright, and its walls and floor are covered with almost anything imaginable vis àvis shoes, leather and its care. Bruce Ercolino cares about your feet and wants to make sure they're operating in "tip top" form. He's not just a shoemaker, he's a shoe provider. He's got shoes for diabetics and shoes for people recovering post-op. He's got these great boots for landscaping and dog walking; boots that actually have a very fashionable turn about them. Riding boots, jodhpurs? Bruce carries those and if needed, as is so often the case, he will tailor the leg shanks to fit the wearer.

Did I say shoe provider? Well yes. Custom made shoes are a specialty at Veterans Lane Shoe Repair. Two of the sole remaining shoe manufacturers in America make custom made shoes for Bruce. You want two different colors of leather? A tassel? Some suede on the shoe? Bruce has just those options available. He'll measure your foot, provide your specifications and in the end you'll have a perfectly fitting shoe, like a glove. The leathers are smooth and handsome; they're shoes that could last years and withstand a lot of wear and tear. And it's of your own design!

There was a lot to look at in Bruce's shop. Leather belts, boots, golf shoes, creams and treatments for leathers, polishes, shoe horns, etc. He had extended shoe horns that are perfect for people who can't bend down to put on their shoes. What a great idea! It was something new for me. He showed me a beautiful leather shoe horn that would make a perfect present for someone special.

He also carries a brand of shoe called "Old Friend Footwear." This is a firm specializing in sheepskin slippers and foot messaging sandals. Through the sale of its footwear, this firm supports the efforts of Alex's Lemonade stands. I noticed their slippers immediately. Soft and comfy sheepskin, they came in small sizes, and again, I thought what a great gift! Veterans Lane Shoe Repair is so much more than a repair shop.

Bruce came to his calling working side-by-side with his father, Matthew. He was a shoemaker in Doylestown and Bruce recounted the early days of "shoe repair." "I apprenticed with my father. From a young age I worked in the shop with him. There was a lot of hand work then; hand sewing, hand nailing. The sit-down sewing machines were controlled by a treadle. The finisher we used had one motor then, compared to today's finisher with five motors. It's not the same industry as it was 40 years ago. As in every industry, ours has benefitted from modern technology."

And then as we were talking, as if on cue, a few customers came in to consult with their neighborhood shoemaker. First came "Hope." It was clear she was very familiar with Bruce. "He's famous," she said. She offered him some Shoofly pie which was graciously accepted, and then she asked about repairing a pocketbook. A minor job, Bruce examined the damage and said to return in a few days. Next someone came in needing a missing grommet replaced on her favorite platform. A gentleman walked in needing a leather cleaner for his sofas at home. Another customer came in with her favorite shoes; the only ones she could wear for any length of time. Could Bruce extend the straps? And how about cleaning them? The light suede was really discolored from use. The straps could be repaired....... the cleaning was a bit more difficult. He would do what he could do. There were others who needed assistance, always talking to Bruce as if a guru of shoe repair.

And then someone came in for a pick-up. As Bruce slipped behind the curtain I could see the mound of bags filled with repaired shoes waiting for their owners. He returned shortly with a bag filled with three left shoes! The client only needed the left shoes repaired. He admitted it's not a request that comes along too often, regardless it's always filled with a smile.

Once the crowd died down, I wanted to find out about some of the changes in footwear, and thereby the changes in his trade. "Years ago, we used to repair kids shoes all the time. They wore leather shoes then. At least most of the time they wore leather shoes. Today's kids wear sneakers the way they wore leather shoes. And there's not much to repair by the time a sneaker is well worn. It used to be men and women would buy a good leather shoe with a leather sole, wear them regularly and then have them re-soled and cleaned up. Shoes today have almost become disposable. A woman can buy many pair of shoes, wear them infrequently and they may never show any wear. Additionally, a lot of today's shoes are so poorly made they are either not worth repairing or worse, cannot be repaired. Men are wearing a lot of what I call, 'Comfort Shoes.' They might not have leather soles that support the health of the spine. I'm a traditionalist. I believe in wearing a properly fitting shoe made of leather otherwise they can do severe damage to our body."

"I have many, many clients who have invested in their footwear and who repair it regularly. A good leather shoe can last for years and remains your best friend through whatever life dishes out!" And what makes it a best friend? "If a shoe is properly made, it's composed of layers of leather. Fitted properly, the leather provides support and comfort. This is what makes your shoe your best friend."

Clearly there are people who agree with Bruce. His clients come from all over the East Coast mailing shoes in for repair or taking a drive down to scenic Doylestown. Philadelphia, New York, Washington, D.C., Florida, his devoted clients know the value of a good shoemaker. He's more of an artisan who works in leather, able to spruce up most anything. Saddles, handbags, briefcases, belts and of course, shoes, all make their way to the backroom of Veterans Lane
Shoe Repair.

And the future? What lays ahead for his chosen profession? "Our numbers will probably remain the same. And there continues to be a demand. Allen-Edmonds and Aldens, the remaing shoe manufacturers in America, report $1,200,000 spent in 2010 on refurbishment of leather shoes only. This is not money spent on new purchases. This is money spent on repairing what customers already have. People who have spent money on their leather shoes spend money to hold on to them as long as possible. In the long run, it saves money. And I don't see this changing."

So what does Bruce do when he removes his apron and leaves his shop? "My wife, Marie, and I love to travel. I'm an amateur photographer and take pictures wherever we go. It's really one of my great loves. And I love to cook. Marie is a good cook.... and we enjoy sharing the kitchen. It's a place of great fun."

I had to ask if he had any helpful hints. "I like to use whatever's fresh and current to the season. Simple is good. I make great pancakes, from scratch. The secret to them is that I mix the batter half whole wheat flour with half regular bleached flour. Makes a world of difference. We really like fresh grilled tuna steaks. The sauce I make is made with the juice of a whole lemon, real cream and fresh basil. The ingredients are simple and make a wonderful finishing touch for the tuna." His recipe for a tasty marinara sauce included onion, plum tomatoes, red pepper, Gaeta olives and capers. My mouth was drooling..... Here I was talking about my two favorite things; shoes and cooking!

Veterans Lane Shoe Repair and Bruce Ercolino are neat. The shop offers remedy not just for our soles, but for anything leather in our lives. And you can't find these remedies in too many other places. Its owner, Bruce Ercolino, well, he's a shoemaker's shoemaker. He knows the value of healthy feet. And he's committed to helping you keep those feet healthy. That's what good shoes and their repair is all about. Just ask the man behind the counter at Veterans Lane Shoe Repair..... he'll tell you!

Veterans Lane Shoe Reapir
134 Veterans Lane
Doylestown, PA 18901
215-348-3348