Stepping inside Jim's Shoe Repair is like walking into a time capsule. At first glance, it appears that nothing has changed since the store opened in 1932. Wooden saloon-style booths line the wall opposite shoeshine chairs equipped with golden footrests and leather backrests, while the original cash register still stands proudly in the front of the shop. Jim's is the place for the customer who wants "the best shoe shine" with a bit of small talk or a glance through the daily newspapers. It is simple and unpretentious, which explains its long history of celebrity customers.
Vito Rocco came to New York by way of Italy in the 1920s and opened up his shop in 1932, across the street from where it stands today. He called it Jim’s as an ode to America — short, simple, and recognizable. His son, Joseph, began working in the shop in 1940 and did not retire until 2019. “At age ninety, he still wants to come in, but I won’t let him anymore,” his son, Joe, said lovingly. He and his son, Andrew, are now “honored” to be continuing this family business.
Although Jim's has largely stayed the same since its inception, Joe noted that they no longer clean hats, as this was deemed a fire hazard in the 1940s. Joe emphasized, however, that their shoe repair is performed the traditional way, with most of it being done by hand. There are no nailing guns used and machine work is kept to a minimum — only for stitching and sanding.
Walking through the back is like being granted a tour of Santa’s workshop. Joe strolls through the various departments of the repair services, patting his employees on the back and exchanging laughs along the way. There are rickety ladders to go up and down where one finds every nook and cranny converted into a cozy but busy workspace. “Even if we wanted to change up the place, our customers would never allow us. They appreciate it the way it is after four generations.”
