William L. Chafe and Son has been a fixture in the downtown area for over seven decades.

"My father started in the Morris Building on the third floor," Chafe says. "He sold his suits for $10 less than anybody else. So, his slogan was 'Climb the stairs and save $10.'"

After a devastating fire destroyed the building in 2002, Bill Chafe is delighted to announce to his customers that the family business is "back again to our old homestead." "We had to close down the business here for 10 months and when we had to do that, the people were calling and dropping in to our temporary location encouraging us to stay in business here in our former location," he says.

While some thought Bill would retire and not re-open, it was never an option. " The night of the fire I knew we'd be rebuilding. I have a son and a daughter in the business and I knew whatever it took we'd be back in business just as soon as we possibly could."

On any given day now, Bill, his wife Winifred, their son Roger and their daughter Heather can be found chatting with customers at their newly renopened premises at 330 Water Street. While two of his children work in the store today, Bill is proud to say all seven of his children helped run the family business at one time of another.

"They all came down and worked for me after school. I paid them what I thought was appropriate and I put the rest away for them. Then, when the time came for them to go to university, I had money put away for them."

Bill's children were carrying on the family tradition of joining their father in the store. It's what he did when he joined his father in the menswear store. Bill was about twelve at the time. "When I came to work here with my father, we had cobblestones on the street and there were more horses than cars. I swept the stairs going up to where our seamstresses were working. I did the messages and back then a lot of our suits went out by C.O.D. So I took care of that, too. I got paid and every week I bought a watch," Bill recalls with a chuckle. "Back then they only used to last about a week."

Bill decided to re-join his fther in the family business in the early 1960's after spending several years teaching. The astutue young man realized there was more money in cloth than chalk. "Teaching wasn't paying me enough. I wondered how I was going to put my children through university. So I came to work with my father where I knew I would have more control over future possiblities and have a more rewarding career. And I've stayed here and I'm happy. You have to learn to appreciate what you have accomplished in life and not concern yourself with things that may have been. Both my wife and I are happy with our lives and the family business."

Running a family business means punching in long hours, Bill says, yet it brings with it many rewards. Working side by side with his wife is a comfortable arrangement. "I don't know how she puts up with me all day and all night. She's obviously not a hard person to get along with", he says fondly.

In addition to his keen sense of business skills and top of the line men's clothing and apparel, Bill's friendly personality draws customers to his doors and keeps them comng back time and time again. The family invites all their customers to drop by the store for its grand opening celebrations, which start Thursday, Sept. 23 and run for an entire week. Mayor Andy Wells will drop by to cut the ribbon, and other special guests will also be in attendance.

As well says Bill, there will be "great savings for our customers during the week of celebration. The sale we're having is our way of saying thank you to them for their loyalty."

"The support we've received since the fire has been overwhelming. It was genuine, reassuring and comforting. And we're ready to welcome all our customers back here again now. We really do appreciate their kindness and support."

The Express, Wednesday, September 22, 2004