New Hardware Store With An Old Philosophy

Hello.

It’s a simple greeting – an acknowledgement that, yes, I see you and I think enough of you to extend a verbal courtesy. And it’s on those five letters that A.J. Bercovicz plans to build his business.

Wall Hardware & Home, a new hardware store opening in the Colfax Plaza on Belmar Boulevard, is not a giant, orange hardware depot. It is, Bercovicz says, part hardware store and part general store.  

It’s a place where you could just as easily get a pair of flip-flops and a bag of fertilizer; buy a saw blade, have a screen made and check out a new bicycle, if you’re interested.

And it is all about customer service, Bercovicz says.

“Everyone gets a salutation,’’ said Bercovicz, 41. “Everyone gets a ‘Thank You’ and a ‘Please.’ I was raised by an old-school father and that’s the way it’s done.’’

The store – 2510 Belmar Boulevard, suite K-8, near the Post Office branch – has been open for six weeks, but Bercovicz is planning to hold its official Grand Opening on Saturday.

“We’re going to do it up right,’’ said Bercovicz, adding that he plans to have refreshments and food, store discounts and prizes.

Mayor Ann Marie Conte on Monday said she and Deputy Mayor Jeffrey Foster also will be on hand to help open the business. The event is expected to begin at noon, Bercovicz said.

Walking through the store on Monday, Bercovicz motioned here and there, explaining what he intended to stock the few remaining empty shelves with.

The seasonal items, right now stocked with beach chairs and flip flops, will be replaced with sleds in the winter, artificial trees and electric trains come Christmastime.

But the Wall Hardware & Home also has all the trappings of a neighborhood hardware store – tools and plumbing supplies, paint and hinges and drill bits and nails and screws and washers of all kinds.

Bercovicz, of Ocean Township, said he knows his competition is bigger and better advertised. But, what he says the larger stores don’t offer is a relationship with customers.

 “We work very hard at being good to people, that’s my thing,’’ Bercovicz said. “No one else is going to go that extra step for you. So we hope that people will come in  and enjoy feeling connected and that will spread.’’

Bercovicz acknowledges there may be a time when the store does not stock a needed item, since the storefront simply does not have room for a big box inventory. But, he said, they would do their best to find the item.

“You can call us. It’s one phone line. You’re not going to get transferred to departments,’’ Bercovicz said. “You’re going to have a rapport and that’s going to set a tone with people.’’

Wall Hardware & Home is open daily from 9 a.m. to 6 p.m. The store can be reached at: (732) 894-9191.