Column by Norma Higgs — Pine Avenue in the 1950s was like a great big mall of stores where almost everything could be bought or sold. Since many of the Italian families were related and most lived in the approximate area, it is not hard to imagine they were all pretty successful business people. They supported one another.  

And we all remember, it was the days of the Power Project construction and many had industrial-related jobs so Niagara Falls was booming

We left off in the area of St. Joseph’s Church which towered over that end of Pine Avenue. The school around the corner and the rectory at 1413 completed the work of Msgr. Tronolone. The parishioners have long earned the title of the “largest givers” to the annual Catholic Charities Drive within Niagara County.

Many coffee shops survived along the Pine Avenue strip and the Mar-Jo Coffee Shop & Restaurant at 1414 was no exception. Yesterday’s business was discussed and tomorrow’s politics was forecast every morning in these kitchen table environs where friends and co-workers would gather before the start of the business day.

The Amendola family name is well known in our community and Angelo Amendola who ran the Amendola Printing Co. at 1415 Pine was very well known. He printed most of the political palm cards, fundraising tickets, and all the other stuff that went around during the annual campaigns. Campaigns were more fun then, more rallies and opportunities to meet the candidates, not just get a barrage of king-size postcards and robotic phone calls at dinner time insulting each other. Of course the printers still get the business.  

Across the street at 1416 was Levy Brothers Furniture Company. Ralph Levy was the President and the official greeter of just about everyone who did business there. He knew his customer base very well making it a successful business. Jacob Levy was vice president treasurer and Vincent Distefano was the business manager. I met Vince while working with Marty Violante at Supreme Court as he volunteered as treasurer of the campaign to Elect Martin Violante to Family Court several years ago. He was Marty’s father in law and his bookkeeping expertise made him a perfect match for the job. As I had performed these chores many times on other campaigns, I helped him get started and file his reports. I grew very fond of him as he was just a wonderful guy. He loved Marty like a son and it showed. He was so precise in all he did and was always a perfect gentleman and so well dressed — I just loved him.   

A fire destroyed the building later and the furniture business did not reopen. George’s Appliance is in that spot today.

Peter and Frank Antonucci were good looking and popular barbers at 1417 Pine and their business prospered. Down the street were more members of the Amendola family with the Cameo Hosiery & Lingerie Shop operated by Rose Amendola at 1425 Pine. Amendola’s Rainbow Theater at 1427 Pine was famous as a second-run movie theater.

Amendola’s Restaurant hosted by Alphonse and Evelyn was at 1429 and across the street at 1418 Pine was the Niagara Auto Supply with sales handled by Erwin Sherman. Apartments occupied 1436 Pine and the Sirianni Food Store was next door at 1438 with Joseph and Teresa famous for good Italian sausage.

Conservative men’s clothing was advertised at William Focazio’s Men’s Clothing Shop at 1501 Pine and next door was Freddie’s and Andy’s Barber Shop. Fernando Soprano and Andrew Bosso were two of many barbers in Niagara Falls during this time and each had a special customer following. Women’s fashions were plentiful along the Pine Avenue strip and the New York Style Shoppe, Inc. at 1505 and Furs by Jerry & Ida Briglio at 1509 served the female species well. Tucked in between at 1507 was DeFazio’ Wholesale Tobacco owned and operated by Frank J. DeFazio.

You could have you watch repaired and cleaned by Carmen Guetta at Colucci’s Jewelry across the street at 1508 Pine. Carmen knew his business and was very professional I am told. Dr. Joseph Leone had medical offices at 1510. John and Concetta Koury and Mrs. Mary Mussari resided at 1512 and located in the rear was the Risveglio Publishing Company operated by Angelo Siracina. I believe this was an Italian publication and if anyone has any further history or information on this business, let me know at some point. Mary Mussari ran the Hi-Way Restaurant at 1514 Pine and next door Joseph Mussari had the Pioneer Radio and TV shop. Did I not say there was something for everyone in this business district?

Moving along to 1515 Pine we learn about the Mar-Kay Shoppe specializing in infant and children’s wear. Owned and operated by Mary and Kay Infantino in wonder if this was the forerunner of Stella’s Tots to Teens later in this area, perhaps in the same location. Kay was the widow of Joseph and Mary’s brother, Sam Infantino was a home builder.

Next time — Muscarello’s Cleaners and Tailors.  Stay tuned.

Norma Higgs serves with the Niagara Beautification Commission and Niagara Falls Block Club Council. Her columns appear Mondays in the Gazette.