Shoe fits four generations of Mieras family

When customers walk into Mieras Family Shoes in Grand Rapids, they can expect to find a shoe that fits.

With 50,000 pairs in stock, in a full range of sizes and widths for men, women and children, Mieras can fit just about any foot. Some customers are so delighted to find shoes in their size that they buy four or five pairs at once.

“We tell our customers, ‘If we don’t have it, you don’t need it,’” said Jeff Joyce, who operates the business with his sister, Shari Welch, and their parents, Mike and Sue (Mieras) Joyce.

Carrying every size of every shoe on display is just one aspect of Mieras’ commitment to superlative customer service. Mieras boasts experienced shoe fitters and a full-service repair and orthopedic shop.

“We believe in keeping the customer happy at all costs,” said Jeff. “A lot of people have never been in a store where they’ve been greeted, seated and measured.”

Jeff relates a recent incident in which he told a mother that her child didn’t need a new pair of shoes because the old ones were still big enough.

“She was shocked,” he said. “But she’ll be back when the shoes are outgrown.”

Quality employees are the key to providing this high level of customer satisfaction, according to Jeff and Shari.

“We have the best workforce in the industry,” Jeff said of Mieras’ 40 employees. “Even the younger ones have been here 10 to 15 years.”

A friendly, casual atmosphere keeps both employees and customers coming back. Shari’s dog Klinger, a corgi, is an almost daily visitor at the store, and other pets make an occasional appearance.

“The customers love it, and the workers love it,” said Jeff. “If Shari shows up without her dog, people are disappointed.”

It’s all part of the homey flavor that has defined Mieras for 80 years. The store has been in the same location on Leonard Street since Jeff and Shari’s great-grandfather, John Mieras, founded it in 1922.

In addition to the main location, the family operates Mieras Work and Comfort Shoes and a Red Wing shoe store, both of which emphasize work shoes such as steel-toed boots.

Mieras also takes its extensive line of work shoes to factories throughout the state with two “mobile shoe stores.” These trucks, each hauling a semitrailer full of shoes, are on the road almost every day at major manufacturing plants, where workers can choose from up to 1,200 pairs of durable footwear necessary for their jobs.

“Most days each truck can do more business than the average shoe store,” said Jeff. “It broadens our reach and brings our inventory to new customers.”

The industrial business lends diversity that offsets the impact of tough economic times.

“It’s helped us weather economic slowdowns,” said Jeff. “Even when the economy is down, people still wear out their work shoes.”

Creative marketing helps Mieras stay ahead of competitors. Beyond the usual mailings and newspaper ads, the store uses approaches ranging from giving away a pair of work boots at a union pancake breakfast to taking shoes to retirement homes for residents to purchase.

“We’re always trying to increase our visibility,” said Jeff.

Staying involved in the community helps Mieras enhance its reputation. The store works with the local Exchange Club to provide name-brand shoes at a reduced cost for 500 to 600 needy children each year. Many times the actions are on a smaller scale, like giving a new pair of work shoes to an industrial worker whose home burned down, plus refurbishing three pairs he was able to rescue from the fire.

“My parents and grandparents have probably given away more shoes than I’ve sold,” said Jeff. “That’s advertising you can’t buy.”

Negotiating with their vendors - which include top brands such as Red Wing, SAS, New Balance, Dunham, Rockport, Ecco, Carolina and Stride Rite - has also helped Mieras stay competitive by obtaining discounts, favorable payment terms and cooperative advertising.

“Being successful allows us to capture the attention of our vendors and build win-win, long-term relationships that help both of us sell more product,” said Jeff.

Jeff and Shari say they’ve been fortunate to work well with each other and with their parents, who are entrusting them with more of the stores’ day-to-day responsibilities.

“Shari and I understand that our parents still own the business,” said Jeff, “and they give us the creative freedom to run the stores.”

“To be progressive is a must in this business,” Shari added. “Jeff has a great vision, and I tend to be more practical, so we complement each other.”

The family also spends a lot of time together outside the business. They especially enjoy relaxing at Mike and Sue’s beach house on Lake Michigan. Shari also operates a small horse farm raising paint horses and quarter horses.

Jeff and Shari are optimistic about eventually passing the business on to the fifth generation, consisting of Shari’s two children and Jeff’s three, ranging in age from 6 to 11.

“They already want to wash windows, help with sidewalk sales and do other things we did as kids,” said Shari.

The two are also optimistic about business despite the slow economy. Sales increased last year in three of Mieras’ four divisions, and this year’s sales are already up 15 percent over 2001. Jeff is even talking about opening another location so the business is poised for growth when the economy picks up.

“This is a time when others aren’t thinking about growth,” said Jeff. “We’re continuing to adapt so we can not just survive, but grow.”

This article was written by Michigan Retailer staff writer Rachel Whitaker.

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