THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Sunday, April 2, 1995 TAG: 9503310225
SECTION: SUFFOLK SUN PAGE: 16 EDITION: FINAL
SOURCE: BY CAROLE O'KEEFE, CORRESPONDENT
DATELINE: SUFFOLK LENGTH: Medium: 61 lines
Shell Optical is back.
The business recently opened in Suffolk Shopping Center on Main Street in space formerly occupied by Pearle Vision.
Its operators include Gerald W. ``Jerry'' Shell, who first opened Shell Optical downtown, and who later operated the Pearle franchise.
Shell said he welcomes being an independent businessman again.
``I was happiest when I was downtown,'' seeing a few customers each day and discussing needs without their feeling rushed, he said. ``Now we can do that once again.''
When Shell opened shop in 1979, he hired Betty P. Jones to help him set up the books. ``It was never intended she would come and stay,'' Shell said. ``But she stayed with me all the way.''
Almost. For about three years, Shell worked for an ophthalmology group in Richmond and in optical sales in Florida. Jones owned and ran an antique store in Norfolk.
When Shell came to Virginia in the early 1970s, he managed a Pearle Vision store at Tower Mall in Portsmouth. But when Pearle offered him a district manager position out of state, he balked about leaving Virginia, leaving Pearle to open an independent store.
Shell and Jones were the president and secretary-treasurer when Shell Optical opened in 1979. It continued until 1985, when Jerry Shell bought a Pearle Franchise.
Things got busier at the shopping center right away, he said. It tripled by 1986.
Then came the fall of 1990.
``We began to suffer the effects of the economy, the recession. Cutbacks. Things other people were feeling as well. We had a lot of expenses involved with the franchise. We weathered that, but it cut our cash reserves,'' he said.
A year later, and a year after that, things were no better, and they began losing money.
Pearle agreed in 1992 to release Shell and Jones, equal partners since 1985, from their 10 year lease. Pearle ran the location until recently.
Shell and Jones dissolved the corporation and went their separate ways. But about a year ago, they decided to lease the building again but going back to the old name: Shell Optical.
Jones said she returned to the business because she knows ``what I like doing.''
Customers also seem pleased to see them back, Jones said.
``People have been stopping by or picking up the phone to say, `So glad you're back; we missed you.' The people of Suffolk have been very supportive.'' ILLUSTRATION: Staff photo by JOHN H. SHEALLY II
Betty P. Jones and Gerald W. Shell run the new Shell Optical on
North Main Street in Suffolk, in space formerly occupied by Pearle
Vision.
by CNB