Though J. Michael Shoes is packed with a wide variety of designer clothes and shoes rivaling that of New York City, it’s the college campus feel that’s made the store a success.

The store was originally created as a women’s shoe store in 1983, and owner John Vavalo gradually added men’s shoes and attire for both sexes to his selection until he knew he had a hit.

‘I paid attention to what the kids wanted,’ Vavalo said. ‘If they asked for something more than once, I got it. I just kept adding what they wanted.’

This attention to detail seems to be one of the contributors to the popularity that J. Michael has enjoyed. Catering to students’ needs is a hallmark of the business, Vavalo said.

‘I always try to have a business where the customer is comfortable,’ Vavalo said. ‘A lot of these kids are far away from home. I try to have a place where they can be safe and shop comfortably. I don’t give the kids a hard time about returns, and I keep the place clean and nice.’

The hard work that the store owner has put in to make customers feel at ease has not gone unnoticed; in fact, it has paid off immeasurably. Return customers are frequent, and Vavalo said his merchandise is in high demand, even when students are away from Syracuse University.

‘They miss it,’ Vavalo said. ‘When they are away, they call me up and ask for things. We provide them with things that other stores can’t. I believe we have a unique look.’

Distinctiveness is another factor in the recipe for J. Michael’s success. The store offers a wide variety of brands that many other stores in the area do not carry.

‘It’s a really trendy store,’ said Heather Richard, a junior marketing major who works at the store. ‘We try to keep a lot of styles from New York City; it’s where many students come from, so it is appealing to them, and it makes us different than the other places.’

Students are keenly aware of the unique variety of clothing they can find in the store.

‘No other store carries the kind of clothes that I wear,’ said Rachel Price, a freshman in The College of Arts and Sciences. ‘That’s why I like this place.’

Vavalo takes the sentiment to heart.

‘I don’t like to use the word ‘trendy’,’ Vavalo said, ‘but I think we are. I believe we ride the crest of fashion, getting things before other stores do.’

Many students agree, noting that the store carries a variety of styles before they become popular. The store perches on the forefront of what’s chic, which makes it popular with the fashionistas of the community.

‘I know I can come here for cutting-edge fashion. It has more of a boutique feel,’ said Leslie Gnaegy, a sophomore advertising major. ‘It’s much better than your typical mall store.’

Vavalo realizes the special ambiance the Marshall Street location gives his store and says he would never consider moving it to a mall. The fact that J. Michael is within walking distance of campus gives SU a special place in the heart of the store.

‘Location, location, location,’ said Andy Barno, a senior math education major at LeMoyne College who works at the store. ‘It’s located right in the heart of everything. It suits the college atmosphere very well.’

‘We enjoy a great following from Syracuse,’ Vavalo said. ‘The university, unlike many other industries, will never leave. It’s our anchor.’

The store’s popularity and position on M-Street has caused so much revenue that Vavalo has continued to expand his space over time.

‘Every five years or so we knock down a wall and get bigger,’ Vavalo said. ‘We now have the entire first floor and the basement. We went from 600 to 3,000 square feet. We are slowly taking over.’

In all his efforts to create a fashion haven for students, Vavalo has become synonymous with the store he has created. His store has become a staple in the SU community, and Vavalo shares a special bond with the students he works so hard to take care of.

‘It’s the kids that did it,’ Vavalo said. ‘Without them, we wouldn’t be who we are today.’

Published on October 20, 2004 at 12:00 pm