Just as his father began working for the family business in his youth, so did Cotter and all three of his children. He doesn’t have a staff. Cotter is the sole shoe repairman in the shop and his wife Kathy does the books. He said his customer’s satisfaction is his instant gratification. There is nothing more rewarding than to present them with their favorite nike athletics shoes that he worked hard to rejuvenate.

“Shoes are very personal items. People will come in with their favorite nike air max all scuffed and scarred up, and there is nothing like seeing their faces light up when they pick them up and they are repaired,” Cotter said. “People are so pleased; it gives me that instant gratification and that’s what keeps me going.” He has known generations of families as loyal customers. Being so deeply entrenched in the community, Cotter said from behind the counter of his shop, Manhattan Beach still has a small town feel. “It’s great because we know so many people that have been our customers for years and years. People come here because they know that I take ownership in my work.

They will always be greeted with a smile and they will get that personal attention that people crave and is often lost in the world of big stores where no one knows your name,” Cotter said. “Our nike air max 2014 here become our friends. We provide them with quality, quick, easy and friendly service.” While his loyal customer base is the business’ bread and butter, he always works to turn new residents into repeat customers. Cotter strives to grow the business, but he doesn’t need a big flashing sign or television commercial to do it. “Word of mouth works. I get most of our new customers from referrals. We have a fantastic clientele and they are always willing to suggest our service to new residents,” Cotter said.