BERMUDA represents a bit of a conundrum to the shoe repairer - an ever-changing mix of those who easily throw away and those who hold onto a treasured pair of shoes forever.

According to Darren Booth, owner of city business Heel Quik, the largest repair shop on the island, it's that mix which has, in recent years, caused many of his former competitors' businesses to flounder.

"When I first arrived on the island, there were five shoe repair (stores), today, there's only one other small shoe repair business - in Somerset.

"Part of the reason is because we're dealing, mainly, in $5 and $6 sales and you have to do a lot in one day to make a living, but Bermuda's also becoming more and more Americanised. It's increasingly becoming more of a throwaway society.

"At the moment, we do well because people buy nice things and take care of them. We rely on men and women to dress up for work. If Bermuda became a casual (working) society, we'd lose a lot of business."

Originally from Manchester, northwestern England, Mr. Booth learned his trade as a teenager, fresh out of high school. As an opportunity, it's one he feels should be taken up by more youngsters.

"This is the only job I've ever had. I left school and worked three years at it as an apprentice. It's a great opportunity but, unfortunately, they don't have that (kind of programme) in Bermuda for the most part. People are willing to go to school for nothing but won't work at a low-paying job where they learn a skill. It's part of the reason why many small businesses don't succeed. They can't hire someone and pay them at the going cost when the person doesn't know what they're doing. So people look for work elsewhere."

It was 15 years ago, said Mr. Booth, that he was brought to the island as the sole employee of Heel Quik's previous owner, John Williams. Mr. Williams had turned to Heel Sew Quik - a worldwide franchise based out of Atlanta, Georgia - hoping the company's expertise might help him with the business, which in the early days was located on the corner of Reid and Court Streets.

"(Mr. Williams) was a retired policeman looking for a new business and thought shoe repair would be a good idea but he didn't have any experience in the field," explained Mr. Booth. "I basically turned up, there was a container outside the shop, and he said, 'Get to it'." Seven years later, Mr. Booth bought the business with his wife, Suzanne DeCouto, a Bermudian. Today, he has two employees of his own - Shawn Burgess and Stephen Entwistle.

"Our business succeeds (where others have failed) for a number of reasons, mainly because of the loyalty of our repeat customers. We have people who have been coming to us for years and I think they like getting their shoes fixed; they know we do a good job. When I first started, I was under the impression that if I tried hard enough, I could please everyone. Although today I know I can't, I still try and I believe our customers realise that. That's important.

"A second reason for our success is that we are continually re-investing in the company. Everything is put back in. I only pay myself $500 a week which is great for the business but when your wife wants a house and you go to the bank and say, 'Well, I don't have any money but I've lots of luggage' . . . it becomes difficult.

"But I think that is the reason we succeed, because we are constantly re-investing. We strive to get to the point where, at the end of the week, we take very little money out of the company."

The company has undergone some changes since Mr. Booth took ownership. Only this year, the little area at the back of the store - then known as Heel Sew Quik - dedicated to clothing alterations, was sold off. And customers are now asked to pay for repairs "up front", with the understanding that - bar those in need of stretching - the shoes will be ready within an hour.

"It's made the shop look a lot nicer than it used to. We have much more space which (enables us to) operate as a luggage, cum shoe repair store. We have ten or 12 lines including High Sierra and Kenneth Cole - there's a broad range - and they're sold at competitive prices.

"The only (brands) we sell that are more expensive than what you can buy in the States are the cheaper ones. The more expensive, we sell far cheaper than they're priced in the States. I think the next year coming up is going to be a good one for us."

The store's return policy on luggage was greatly appreciated by customers, he added.

"We never insist on seeing a receipt. If they bring something back, all we ask is, 'What is it you want us to do?' There's nothing more annoying than making a purchase, not being pleased with it for whatever reason, taking it back to the store and having someone say, 'We can't do anything about that'."

Surprisingly, Mr. Booth said, his clientele was split fairly evenly with an equal amount of men and women bringing their shoes in. Most had been rewarded with the knowledge that there was very little that could not be repaired once in his capable hands.

"It used to be that we had mainly female clientele. Now it's about 50-50. I've been working (as a shoe repairer) for 20 years but there are still new problems that crop up; problems I've never seen before. The only time a shoe is unrepairable, however, is if it's rotten, which happens sometimes in Bermuda because of the humidity. But most people wear nice things and, because of that, they tend to take care of them."

Heel Quik is located at 34 Church Street in Hamilton.