The Norwood Lighting Center has closed its doors after 32 years. Owner Tony Gentile is sad to be leaving this location across from the town common where he could see and feel the heartbeat of Norwood every day.
Gentile’s father, Pasquale, bought the lighting store in 1985 where the younger Gentile, his brother-in-law Bob Tedeschi, an electrician, and his sister Liz worked together to build the electrical supply and lighting business over the years. They downsized in 1996, expanding the showroom and lighting offerings and phasing out the electrical supplies, which is when his brother-in-law left to start his own business.
Gentile tells a story about his dad’s friend from “way back” named Tony Abruzzi.
“He would come in every morning to sit around the table to drink coffee with us," Gentile said. "He did this for about 15 years, every morning, without missing a day. He was a friendly elderly man who loved engaging with customers. He was known by his smile and the plaid shirts he wore every day.
Well, one day a customer came in who hadn’t been to the store in five years. She was astonished to see Tony sitting at his chair, drinking his coffee in his plaid shirt. She said to me, 'He is wearing the same shirt and is in the same spot I saw him five years ago.' She was amazed. Once in a while Tony A. would comment that he was the manager and if they had any problems to come see him. That’s how it was around here. Things didn’t change much. Products did, but not the customers.”
Paul Ryan, who worked for Gentile for several years in the 80s and has stayed in touch over the years.
“[Gentile] is the salt of the earth," Ryan said. "I can’t say enough good things about him. He was always courteous, professional, and a great businessman who prided himself in giving great customer service.”
As time passed and his dad retired, Gentile took on full responsibility for the business.
"I enjoy lighting a lot … and I especially love the customers," Gentile said.
As he said that, the bell rang again as another customer entered.
“This is a shock,” she said. “I’m so sorry to see you close.”
Gentile went to the back room to retrieve her lamp, which he had repaired. Not really expecting an answer she asked, “Where will I go to get my lamps fixed now?”
Gentile believes that customers especially appreciated the fact that Norwood Lighting did repairs. Long-time lighting supplier Gary Collins agreed.
“I remember the day a customer came in and asked if their lamp could be fixed," Collins explained. "Do you have 10 minutes [Gentile] asked and proceeded to fix the lamp then and there for a really nominal fee. It’s hard to find people who do lamp repair.”
Collins and his wife, Susan, own Collins Lighting & Associates in Salem, NH. They have worked with Gentile since the late 90s and remember the three or four people who came in every day to have coffee together. Susan Collins says both she and Gentile grew up in Wellesley and formed a personal connection right away.
“He is very personable,” Susan said. “And he was always very attentive to customers.”
Not only has Gentile been repairing lamps and fixtures for customers, he has made some interesting lamps for them as well. Most notable were the lamps he fashioned out of clarinets, a pro-football helmet, and a leg cast containing many signatures.
The bell rang again and again, mostly regular customers stopping by to say goodbye or trying to get light bulbs and other things they would normally purchase. Everything was on sale for 50% off and the store was closing in two days.
Gentile said light bulbs have been one of his biggest sellers for years.
“Believe it or not, there’s a lot to know about light bulbs,” Gentile said.
He has been educating customers trying to steer them away from incandescent bulbs to the newer LEDs which save on energy costs.
As the bell rang again, a young couple came in to see what was available in outside lighting. The young woman told Gentile that she had purchased a chandelier from him 17 years ago. She had moved several times and brought the chandelier with her each time. She said that her sister has it now and it’s as beautiful as ever.
Much of Gentile’s business over the years has been repeat customers. Carol Boisen is one of them. Boisen has lived in Norwood for 30 years and has frequented Norwood Lighting on and off during that time, purchasing fixtures, lamp shades and bulbs. She said she recently redecorated her home and needed a chandelier. Gentile walked her through the many lighting catalogs he had to find just what she needed.
“He was very helpful, and never pushy,” Boisen said.
Boisen stated that while she may look at the offerings of big box stores, she really likes to support local businesses.
So why, with an established customer base, a reputation for great customer service, a thriving repair business and a personable owner who is not ready to retire, is the business closing?
Gentile stated that is has become harder to keep a full lighting showroom and make a profit. He said younger people are purchasing more and more products on-line and recounted several instances where young people have come into the store, asked a lot of questions, then whipped out their phones to check availability and prices on-line.
“I can’t compete with that,” Gentile said.
Gentile said he always kept prices down so his profit margin was small to begin with. So, with the substantial overhead of keeping the showroom up to date, he had to face reality.
“It was nice to see a business like his in a downtown environment, so it’s sad to see another business close," one of Gentile's electrical suppliers Richard St. Pierre said. "He is a nice gentleman and I wish him the best of luck.”
Collins pointed out that Norwood Lighting is not the only company that’s had to shut its doors.
“Since the beginning of 2017, we have lost six businesses similar to his,” Collins said. “It used to be the big home centers that cut into profits. Now, it’s the Internet that’s wreaking havoc with brick and mortar stores. There has been a heavy demise of showrooms.”
He pointed out a number of Small-Business-Saturday statistics that support this position. According to grasshopper.com, “If you spend $100 at a local business, roughly $68 stays in your local economy. If you spend the same at a large business, only $43 stays in the local economy.” When consumers buy on-line, zero dollars go back to the local community.
According to Collins, people who love lighting are a small fraternity.
“I wouldn’t be surprised if we see him again in a lighting business,” Collins said.
That is a definite possibility. But in the meanwhile, Gentile said he will take some time off to decide what his next adventure will be.
Meanwhile, his customers in Norwood and the surrounding communities say thank-you for the many years of service he has provided and are hopeful that he will find a new niche in the lighting market right here in Norwood.
Donna Lane is a Norwood-based writer, lecturer and designer. You can reach her at addictedgardener@verizon.net.
Issue Date:
August, 2017
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