Plaza Barber Shop

Happy 20th Anniversary, Ellen, my amazing work wife! Thank you so much for your consistent loyalty and dedication all these years. I couldn’t do it without you!

Thank you, Nancy, for another great article!

A Hidden Piece of Melrose History Beneath Your Feet

The next time you walk past 535 Main Street, home of the Plaza Barbershop, look down.

The tile letters spelling "Fearer" are still embedded in the entranceway—a quiet reminder of a business that served Melrose families for decades. While some details have been lost to time, this story has been pieced together from newspaper accounts, advertisements, and other available historical records.

The story begins in 1905, when brothers Benjamin and Abe Fearer, immigrants from Latvia, opened a small shoe repair and retail shop at 35 West Foster Street. Their little cobbler shop specialized in quality footwear for men, women, and children.

Business flourished.

By their tenth anniversary, they had outgrown their original location and commissioned a new two-story brick building at 19 West Foster Street. Their modern shoe store celebrated its grand opening on December 3, 1915, just in time for winter footwear. Customers were greeted with the latest styles, double legal trading stamps, and even a coupon for 25 cents off a $2.50 purchase. The coupon is void and worthless after December 11, 1915.

The new store was considered state-of-the-art for its day, featuring hardwood floors, paneled steel walls, brilliant lighting, and an upstairs repair shop equipped with electric machinery. Advertisements proudly proclaimed they carried "up-to-the-minute" shoes, boots, and rubbers for every member of the family.

Success continued, and by December 1917 the brothers had again outgrown their space. They relocated to 486 Main Street, opposite the Melrose Trust Company, promising customers the finest shoes at the lowest possible prices.

Like many small businesses, however, the Great Depression brought difficult times. Family recollections suggest the business could no longer support both brothers' families, and Benjamin stepped away, leaving Abe to continue operating the store. Benjamin later moved his family to Roxbury, where his three sons—Butch, Dave, and Nate—would eventually serve after being drafted during World War II.

One interesting chapter in the store's history appears in April 1923, when newspaper advertisements announced a "Bankrupt Shoe Sale." Records indicate that S. Blotnick purchased the store's stock and fixtures, promising to continue the same honest business practices and reputation established by the Fearer brothers, while the Fearers themselves continued managing the store.

The business's final move came on September 7, 1933, when it opened a larger location at 535 Main Street, offering high-quality footwear for men, women, and children, including well-known brands such as Red Cross Shoes and Enna Jettick Shoes.

Exactly when Fearer Bros. Shoe Store closed its doors remains uncertain. But one piece of its story has survived.

The tile letters at the entrance of 535 Main Street are more than decoration—they are a small time capsule, preserving the name of a family business that once helped generations of Melrose residents put their best foot forward.

Sometimes the most fascinating pieces of local history aren't found in museums—they're hidden in plain sight, waiting for someone to notice.

I would like to thank you all for tolerating my annoying sisters while they practice their work voices. They haven’t learned to be angelic like me, Mommy’s favorite ❤️

We would also like to give a big warm welcome to Diana Paiva Groomer at D Luxe Dog Spa in Melrose Square. She made me look this handsome! 😍

Love,
Gino

It was a pleasure to meet you today, little Mr. Jack Gately. We are so happy to see you carrying on the traditions of your grandfathers, John and Bob!

HAPPY 19th ANNIVERSARY to the best work wife anyone could ask for! Thank you, Ellie. Here’s to many more!
Ellen Dockery

❤️

Mike,
I will never forget the first day you walked into the barbershop looking for a new place to relocate. I instantly recognized Melrose’s oldest icon and was so excited to have you join us. When you asked me to come to your shop to see if there was anything that I wanted to take with us from there, I walked in and it was as if I’d gone through a time machine. The barber poles you had outside or your barbershop since the 1950’s, I incorporated with my new sign and will be on Main Street for many years to come. In all my time working with Ellen, I have never seen anyone tease her with such graciousness. It was an honor for us to have worked with you for the time we did. You were a true gentleman, Mike. Thank you for the memories ❤️

Michael L. Simonelli Obituary April 29, 2025 - Robinson Funeral Home View Michael L. Simonelli's obituary, send flowers, find service dates, and sign the guestbook.

Merry Christmas! 🎅🏼

Finley the city celebrity stopped by today for a visit with Santa! 🎅🏼❤️

Happy 18th Anniversary, Ellie! I appreciate you so much. Thank you!