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0 1307

By Sara E. Teller
Photos by Bill Gemmell

NU-TECH CLEANING SYSTEMS IS A MICHIGAN-BASED, SECOND-GENERATION, FAMILY-OWNED-AND-OPERATED BUSINESS. Brian Holter started the company in March 1993 to provide truck-mounted carpet cleaning, upholstery cleaning, pressure washing, and disaster restoration, including flood and fire support. Today, Nu-Tech has expanded from its home base in Oakland County to serve over 200 vendors worldwide.

“In a very short period of time, my Dad earned prominent accounts doing projects for several large universities and two of the largest hospital groups in Michigan,” said son Neco Holter of Nu-Tech’s earliest days. He added, “In the late ‘90s, he incorporated an in-house training center and a small supply store, which, over the years, played a pivotal role in shaping Nu-Tech’s future.”

Brian Holter performed consulting on many projects during Hurricane Katrina designed to help restore the communities affected, and the company has continued to do on many national disasters since that time. Nu-Tech currently sells to, and consults for, government contractors and agencies, hospitals, and universities across North America.

“Nu-Tech also played a major role right here in Metro Detroit during the 2014 flooding,” said Holter. “We helped thousands of small businesses and homeowners. The areas affected included those in Berkley, Huntington Woods, Southfield, Royal Oak and Clawson. After the event, we received many emails, cards, and letters thanking us for helping them through a difficult situation. Reading all of their cards and messages was rewarding beyond words.”

Unlike traditional janitorial supply houses that mainly sell toilet paper and plungers, Nu-Tech has specialty cleaning products designed to solve the toughest challenges, including drying equipment, flood extraction and floor care, as well as many professional grade must-haves. Holter said, “NuTech is nationally recognized as a leader in truck-mounted extractor installations. We are also one of the largest botanical disinfectant distributors and educators around.”

BECAUSE OF ITS POSITION AS A LEADER IN DISASTER RESTORATION, THROUGHOUT THE YEAR, Nu-Tech offers its customers and local businesses social networking opportunities based on this topic. Holter explained, “Each July, Nu-Tech hosts its annual Customer Appreciation Day event at which hundreds of customers come to enjoy a fantastic catered lunch while meeting and networking with local businesses and manufacturers.”

During these current, unprecedented times, as an educator in biohazard certification training, Nu-Tech stepped up a big way. Holter said, “When hand sanitizer was unavailable in the early onset of the coronavirus, the team at Nu-Tech went directly to the FDA and acquired licensing to produce high-quality gel sanitizer. At the time, the Big Three automakers were also struggling with union negotiations, figuring out how they help keep employees as safe as possible. Nu-Tech was able to provide many plants with enough hand sanitizer to keep operating.”

Nu-Tech also helped Berkley Chamber members during the pandemic. With grant money from Oakland County, the Chamber purchased hand sanitizer, gloves and disinfectant from Nu-Tech and distributed the PPE for members most in need, especially those in food service and restaurants.

The company has also supplied disinfectant, nitrile gloves, Tyvek suits, and other [personal protective equipment] to businesses nationwide. Holter said, “Over the last 29 years we have built our culture around helping people during difficult situations, and the pandemic has been no different.”

When asked what the community can do to help during the pandemic, Holter opened the discussion up to include everyone in the same boat, replying, “Just be kind! Whether it be a waitress, nurse, police officers or your neighbor, everyone is short-handed and doing the best they can under very difficult circumstances.” He added that being in the tight-knit Berkley community helps, saying, “I love Berkley for the people. We have been operating our business in Berkley since 2006, and every year has been better than the last.”

For more information on Nu-Tech Cleaning Systems, contact Neco Holter at 248-548-5211 or visit www.shopnutech.com.

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By Lisa Howard

ANYONE WHO’S EVER WATCHED MAD MEN WOULD PROBABLY SAY that the advertising field isn’t exactly a breeze. But what takes even more dedication is leaving advertising to open a boutique corner market/wine shop/gift store.

“I’ve never worked so hard before in my life,” says Donna Dirkse, owner of The Neighbor’s Shoppe. “And I’ve never been so humbled by the kindness and support that the people in this town have given me. That’s what gets me up in the morning.” She purchased what used to be Tweeny’s in the summer of 2015 with a vision of what her new store would be like and zero experience in owning a business. She points out that there was some beauty to not knowing exactly what she was getting into — as the saying goes, ignorance is bliss.

The next three years “schooled her,” as she puts it, with Murphy’s Law kicking into action. Fortunately, the daughter of the previous owner stayed on to ease the transition, and a helpful next-door neighbor happened to know the owner of a successful wine business in Detroit who connected Donna with trusted distributors. Those distributors sat down with Donna and explained the ins-and-outs of stocking intriguing, hand-picked wines.

With the help of her husband Troy — who’s a master electrician and all-around handyman — Donna was able to quickly get renovations underway, painting the interior and exterior, pulling up the floor and putting in new tile, and building new fixtures, including new shelving that Troy custom-built using wine boxes and donated French doors. Throughout all of the renovations, Donna kept the doors open so that the community could see and experience the transition. “It’s so much fun to think back on that creation period,” she reminisces. “We wanted customers to feel comfortable when they walk into the store and feel like it isn’t an average party store.”

Those initial three years taught Donna the tricks of the trade, from what kinds of items customers wanted her to stock to how to find the latest interesting products. But then 2020 rolled around…and everything changed. Demand for frozen foods shot up, people were clamoring for fresh produce and, for several months, 90 percent of her business was curbside. Once people re-acclimated themselves to shopping in big-box stores again, though, sales of the new “staples” plummeted and items started to pile up. Deliveries became uncertain at best ordering 28 cases of Gatorade once resulted in getting four cases of Pepsi – and it was difficult to keep popular items like chicken and Popsicles on the shelves. Then, as restaurants reopened, deliveries and products shifted yet again.

BUT, DESPITE THE MYRIAD CHALLENGES, Donna loves running The Neighbor’s Shoppe. “I love my customers,” she says. “I love trying to figure out how we can grow the shop and make it better. I love being part of this community.” She’s constantly amazed by how friendly her regular shoppers are.

Two even stopped by her store on their way home from the hospital to introduce her to their brand-new baby, something she still can’t believe. “How did that even cross their minds?” she says. “When people move out of town, they come in to tell me goodbye. Who does that? Berkley is a ‘big small town’ where neighbors look out for each other. I could not run this store in any other community.”

Donna is always on the lookout for fun new items to bring in, whether that’s dog-chew toys shaped like wine bottles or craft beers. She also sells spice blends and rubs from the Recipe Kit warehouse and offers pizza and sandwiches freshly made in the store. During the holiday season, she’ll be creating gift baskets and passing out hot chocolate at the holiday parade. All of that ties into her core mission: To have fun. “I want customers to find surprises when they come in and to have fun shopping!”

And they most certainly do.

2833 Twelve Mile Rd., Berkley MI 48072 | 248.546.8960
www.neighborsshoppe.com
thedirksefiles@gmail.com

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By Sara E. Teller

ODD FELLOWS’ ANTIQUES OPENED IN 2000, RECALLED CATHY GAGNON, aunt of owners Don and Virginia Vensel. But the building’s history itself dates back much further. The Independent Order of Odd Fellows (IOOF) began in 18th Century England when it was highly unusual to find people helping others in need without recognition. Thus, anyone who decided to go this route was considered “odd.”

Since 1923, the Berkley building served as the Odd Fellows’ meeting hall and, thus, the name carried over when it became a retail shop. The IOOF motto is “Friendship, Love & Truth,” symbolized by triple links, which are visible on the 1923 cornerstone of the building.

With third-party antique and collectible dealers now setting up 50 booths and selling an eclectic array of everything from timeless furniture to vintage records, linens and books, Depression era and Mid-Century modern knick-knacks, toys, and many more one-of-a-kind finds, there’s lots to explore. And that is precisely why Odd Fellows’ Antiques is a prime go-to for Berkley residents to hang out, even if it’s just in between appointments.

“It’s a nice, friendly family setting,” Gagnon said. “We have a lot of people who just stop in to sit down. Some come in between their doctor appointments, or while they’re waiting for test results at Beaumont down the street and need to fill the time.”

WHEN ODD FELLOWS’ ANTIQUES FIRST BEGAN, IT ENCOMPASSED ONLY THE FIRST FLOOR of the building. Soon after, it branched into the bottom level as interest grew and inventory blossomed. Now, there are two stories of antiques to browse, and the space is at max capacity. As a bonus, the building sits directly adjacent to Clark’s Ice Cream shop and the well-known outdoor area in between with an arrangement of vintage seating to enjoy a cone or simply rest on those warm summer days.

The pandemic has somewhat changed how Odd Fellows’ does business. As a shop that invites in many elderly patrons, the owners are extra cautious. They require that everyone, vaccinated or not, wear masks and they, themselves, follow strict cleaning protocols and distancing guidelines. As far as interest in what the shop has to offer, that has never waned.

“We would just hate to see someone bring it home to their grandchildren who can’t get vaccinated, you know?” Gagnon said. She added that Odd Fellows’ has “excellent customer care” in general and “takes extra time and care to wrap all items.” She and the Vensels enjoy being in Berkley because of the “open, close knit, and friendly community.” They have acquired a regular following and always welcome newcomers who wander in from time to time.

Odd Fellows’ is a member of the Berkley Area Chamber of Commerce and is typically involved in many community events throughout the year. Unfortunately, as Gagnon explained, involvement over the last couple of years has diminished amid the pandemic. She is hoping to see more of this happening again soon.

The antique mall generally holds a couple special merchandise sales in January and later in the year. Patrons can subscribe to the store’s mailing list to receive an email with exact dates. For more information about Odd Fellows’ Antiques, 3248 12 Mile Rd., please visit oddfellowsantiques.com, or call 248.399.6098.

0 1014

By Sara E. Teller

TIM AND KRIS BARNES HAVE ALWAYS ENJOYED PLAYING GAMES – so much so, in fact, that they met doing just that, and then decided to share their love of games with the community. Six years ago, the couple opened Gate Keepers Games, an amply-stocked retail shop in downtown Berkley.

“We rented a space downtown,” recalled Tim, adding it was meant to be a bit of a test run to see if their bet on Berkley’s love for gaming would pay off. And it certainly did.

Barnes explained, “We chose Berkley because of the many young families that live here, and we were able to successfully run our shop those first few years.” The customers came flooding in, excited for a new hobby store in town, and they kept coming back, impressed by Gate Keepers’ wide selection of social, role-playing, board, and card games, among other collectibles.

After realizing the store was a big hit, Barnes wanted to take the couple’s vision one step further and begin offering a gathering space for anyone interested in trying the inventory in real-time. This space would expand upon the retail portion and allow customers to compete against each other, just for fun or for prizes. The Barnes bought the more than 7,000 square feet of vacant space that was once the Doll Hospital & Toy Soldier Shop and moved their items down the street, excited to extend an opportunity for game lovers to mix and mingle.

UNFORTUNATELY, HOWEVER, THE PANDEMIC HIT SOON AFTER THE NEW BUILDING WAS READY. “Our whole business model is built on people spending time together,” Barnes said. “We don’t charge for the space. We just hope you buy a game if you enjoy it.” So, things have been much more slow-going than expected and the focus has remained largely on the retail portion.

In the meantime, Gate Keepers Games has secured a liquor license so patrons of age can enjoy their favorite drinks while playing, and there are monthly trivia nights alongside other, more intimate gatherings.

“Right now, we’re able to host events and we’re asking that you’re vaccinated to come in,” Barnes said. “We have everyone spaced out and are just having smaller events.”

In addition to trivia nights, Gate Keepers Games offers painting classes, birthday and Christmas parties, and social games such as Pokémon, Magic the Gathering, Dungeons & Dragons, Cards Against Humanity, chess, euchre, and others. There are also opportunities to learn how to play certain games. While most of the time, the space is totally free and designed for open play, Gate Keepers also hosts tournaments in which there is a small cover and prizes available. All ages are welcome and there are plenty of family-friendly fun activities.

GATE KEEPERS ALSO HAS MANY PAINT SUPPLIES AND MINIATURES IN STOCK, and patrons can pick up their favorite games to have on hand at home or even have them delivered. More details about how to request delivery are available online.

Gate Keepers regularly gives back to the Berkley community, offering support to the Library and local schools, and Barnes hopes to do even more outreach when possible. He would like to partner with public centers to host more events and envisions being able to have field trips and after school extracurriculars on-site.

“Right from the beginning, the Berkley community has been very friendly and supportive,’ Barnes said. “I have many positive things to say about the city itself.”

He hopes that anyone who hasn’t had a chance to yet will come check out what Gate Keepers Games is all about. A full calendar of upcoming events is available at gatekeepergames.net.

For more information, email gatekeeper@gatekeepergames.net or call 248.439.0787 3961
Twelve Mile Rd, Berkley, MI 48072

0 904

By Ingrid Sjostrand
Photos © 2021 Bill Gemmell

THERE ARE MORE THAN 78,000 PIZZA RESTAURANTS IN THE U.S., and in 2019 Michigan had the eighth most in the country with 2,718 pizzerias. With those numbers, it should come as no surprise that on any night of the week an average of one-in-eight Americans is eating pizza.*

Roy Sera, and his wife Christine, wanted to help feed that pizza craving in the Berkley community, so they opened their Jet’s franchise location in 1994 at 2823 Coolidge Hwy. The Jet’s Pizza brand alone has over 400 locations throughout the U.S., but Sera likes to think his employees, their dedication, and the residents of Berkley they serve make his restaurant stand out from the rest.

“I chose the location in Berkley because my brother-in-law had a location in Madison Heights and Berkley happened to be just outside of his territory,” Sera said. “I am so glad I went west of his store and settled in Berkley. It has been a wonderful experience because of the people, the residents.”

It probably comes as no surprise that the most popular item on the menu is the classic large, square, cheese-and-pepperoni. But even as a franchise, Sera says there are menu items that are lesser known.

“We have two kinds of pepperoni: the normal pepperoni and an old-fashioned pepperoni that cups up,” he said. “A lot of people don’t know we have them, but once they do they normally order them again.”

Sera credits much of the past 27 years of successful business to his employees. Two of his delivery drivers, Kyle Kleckner and Lester Jones, have been working at his Jet’s basically since the beginning, employees for over 25 years.

“They both are staples of our fast delivery service,” he said. “My general manager, Matt MacDonald, has been with me for over 19 years and has been incredible, especially during the pandemic. All of his brothers and his sister have each worked here at one time or another, too.”

SERA’S OWN FAMILY HAVE ALSO BEEN AN ASSET TO THE BERKLEY JET’S SUCCESS; having helped keep the store staffed when the COVID-19 pandemic was at its height.

“On many occasions, I had Christine, my son Ryan and my daughter Alexandria all working on the same shifts to get through the dinner rushes,” he said. “Having my family all working together during the pandemic was a great feeling.”

Despite the positive family-bonding opportunities, much like other businesses, the past two years haven’t always been easy for Sera and Jet’s Pizza.

“The pandemic has really been hard on our work staff. Working with masks and gloves next to a 500-degree oven was challenging,” Sera said. “We have been fortunate with sales but have struggled to have a workforce to support the sales.”

Sera also owns the Southfield Jet’s location at 30120 Southfield Rd., just north of 12 Mile Rd. For anyone who loves pizza and wants to work in a supportive, family-oriented environment, Sera encourages them to join his team.

“We are hiring! Full time, part-time, inside or delivery,” he said. “Apply within!”

Roy Sera; roysera@gmail.com
2823 Coolidge Hwy, Berkley, MI 48072
jetspizza.com
(248) 547-9880
*Pizza statistics from AltoHartley.com & Statista.com

0 1034

By Lisa Howard

MAYBE YOU’VE BEEN MEANING TO JOIN A FARM SHARE OR CSA to get your hands on the freshest foods possible. Or maybe it’s lunchtime and you just wish you could find a grab-and-go healthy lunch somewhere.

You can do both at Fresh Collective Kitchen & Market! The cozy space offers wraps, salads and omnivore and vegan entrées right alongside fresh produce, farm eggs and locally made healthy snacks. Co-owners Erin Brick and Alison Purdy and CEO Amy Kaltz like to say that Fresh Collective “is a fancy 7-Eleven/mini-Westborn.” (They also serve lattes and espressos made with locally-roasted beans.)

Behind the counter, Fresh Collective also serves as a commissary kitchen. Several of the chefs who rent the kitchen use it to make dishes for their personal catering clients, while others need the space to prep for their food trucks. Some make the array of grab-and-go items the Collective has available every day, like quiches, wraps, green salads, pasta salads, soups, and croissant sandwiches. In response to customer requests, there are plenty of dairy-free and gluten-free options as well.

The story behind the collaborative nature of Fresh Collective began when Erin started a co-op over five years ago. Back then, she was bouncing from one place to another in a quest to stock her home kitchen with the healthiest ingredients possible. “I was tired of going to several different places to feed my family the way I wanted to feed them,” she says. “That’s how the co-op was born.” She partnered with MSU’s Tollgate Farms, and it didn’t take long before she needed someone to help sort orders and serve as a secondary pick-up point. That’s when Alison joined forces with Erin.

BUSINESS WAS PROCEEDING AT A MANAGEABLE PACE …and then the pandemic hit. “Our sales quadrupled because all of a sudden no one wanted to go to grocery stores,” Erin explains. “Although we had originally focused on cheese, meat and eggs, we thought, ‘Well, we need produce now.’ Then it was, ‘Well, we need pantry items now.’”

In short order, they also needed a bigger location. It was pure serendipity that when Erin was shopping at Vitrine, she started talking to Vitrine’s owner, Susan Rogal, about the co-op. The vacant adjoining space formerly housed a bakery, and when Rogal asked Erin if she’d like to trial-rent the space for her co-op, Erin jumped at the opportunity. It’s been onward and upward ever since.

“Because we have such a big following on Facebook from our co-op customers, they talk about us a lot,” Erin says. “Within two months of being open, we had over a thousand Likes – in the middle of a pandemic! Plus, we’re in such a cute section of Coolidge. There’s so much within this little walkable pocket. We love being here.” It’s also a convenient location for Co-op customers to come by and pick up their weekly items. The animal products are from pastured animals, and all produce and animal items are certified organic/produced in accordance with organic standards.

Erin and Alison have added permanent indoor and outdoor seating at Fresh Collective so that customers can grab something to eat and then stay to enjoy it. It’s all part of their goal to offer healthier, more delicious choices to everyone.

Fresh Collective Kitchen & Market
2752 Coolidge Hwy, Berkley MI
248-907-0767
Open Daily www.freshcollectivekitchen.com

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By Sara E. Teller
Photos by Bill Gemmell

ADITYA RENGASWAMY AND HADY BEYDOUN, CO-OWNERS OF THE BERKLEY MEDICAL CENTER (BMC) PHARMACY, MAKE THE PERFECT PAIR AS FAR AS BUSINESS PARTNERS GO.

“I am more business-minded and work mainly in the back-office doing our accounting and those types of things,” Rengaswamy explained. “Hady and Eman Beydoun are our staff pharmacists.”

The combination of their expertise proved to be especially essential when the business, located conveniently next door to the BMC, first opened in August 2020, right in the middle of the coronavirus pandemic. The pair had to be very strategic about what they planned to do to ensure their business survived.

There are many things that have set the pharmacy apart and have helped their customer base grow quickly. As far as the two are concerned, it has not only survived, but thrived. In fact, the owners have been told this is the first business of its kind to be able to do so in the strip located right on the corner of 12 Mile Rd. and Woodward Ave.

Rengaswamy said, “You can imagine that it was very tough to establish a business during this time. But we’ve been lucky. We made sure to really connect with our neighbors early on and can offer a few things that big-box pharmacies cannot, including free shipping on all orders.” He added, “It helps being able to be in the same location as the medical center, too, so our customers can complete their care all in one spot. This has been a huge draw for them, and the doctors who work at the center have referred their patients to us.”

THE BMC PHARMACY DELIVERS PRESCRIPTIONS FOR FREE NOT ONLY TO BERKLEY RESIDENTS, but all over Southeast Michigan. “I’ve sent orders to downtown Detroit, and all the way to Romulus,” explained Rengaswamy. “That’s not something typically offered by larger pharmacies. Normally customers have to pay a fee.”

The pharmacy also offers much more than medications, including candy bars and other food items that one would normally expect. Adjacent to Kindercare, Rengaswamy and Beydoun are in the midst of planning to supply snack bags to the children who attend.

“We’ll offer a variety of healthy snacks,” said Rengaswamy and adding, jokingly, “Of course, we can’t just give the kids apples or they wouldn’t be very happy with us! We plan to include fruit snacks and an assortment of other healthy options as well.”

And, even if the beginning was a bit tough, in the coming months, the two plan to expand their footprint in the community.

“In the post-pandemic era, we’d like to do much more than this,” said Rengaswamy. “I’m proud to have become a board member of the Chamber of Commerce and be much more involved.”

FOR NOW, THE PHARMACY TEAM HAS JUST BEGUN TO THINK BEYOND STABILIZATION, And the owners are brainstorming next steps. “Be on the lookout,” Rengaswamy was able to share. “We’re planning to post more pharmacist positions soon. We not only offer a certain level of convenience for our customers, we’re also hoping to help the community by offering good-paying jobs.”

They enjoy being situated in the close-knit Berkley community, and surrounded by many neighboring ones, saying, “We’re able to really get to know our customers, their kids, and their families. They’re not just a number.” The word-of-mouth marketing has definitely helped the pharmacy gain a footing in Berkley and the owners are looking forward a bright future with plenty of reasons to give back in a big way.

Berkley Medical Center Pharmacy
1695 12 Mile Rd., Suite 210 second floor, Berkley
248.591.4489

0 929

By Lisa Howard

WHILE YOU WON’T FIND AN ARMADILLO IN THE WILD in Michigan, Berkley has its own version in the form of Armadillo Printwear, a screenprinting shop that has been serving residents of SouthEastern Michigan for nearly 30 years.

Owner Dave Lakatos initially started out producing custom tie-dye garments in 1992. Over the years, he and his staff have transitioned into a fulltime screen-printing shop, creating spiritwear, uniforms for sports teams, shirts for community events, and even gear for yacht clubs. “We do a lot for the School District, the Public Safety Department, the Parks & Recreation Department and the Chamber of Commerce,” says Jon Murrell, store manager. “We try to cater to everybody who comes through and we’re very community-focused.”

With four presses running in their tidy 2,000 square foot shop, the Armadillo team can print on anything that lies flat. They can also provide custom embroidery, which comes in particularly handy for restaurants and dispensaries and any business looking for employee uniforms. Occasionally, they print single-color posters, but 99.9 percent of their business is in clothing.

If you’ve attended Berkley annual events like the Berkley Street Art Fest or the Cruise Fest, you’ve seen T-shirts that were printed and designed by Armadillo – in addition to managing the store, Jon is also an artist, and is thrilled to work with the Berkley Area Chamber of Commerce to create the shirts. “Seeing as we’re the ones who print the shirts for these events, I want to make sure the design looks as good as it possibly can,” Jon says. He designed the logo for the first Street Art Fest in 2017 as well as the 25th anniversary Cruise Fest shirt in 2021. (He also painted murals for the 2017 and 2018 Street Fest events.)

IN THE 16 YEARS JON HAS SPENT WORKING AT ARMADILLO, he says they’re busier than ever, surprising given the past two years. “We’re trying to keep on truckin’! It’d be great to get to the point where we can take a break, but for now we need to keep our heads down and keep printing shirts,” he says.

That uptick in orders has meant that Jon does less design work than usual, focusing more on production, although he’s still happy to create artwork. “A customer can give me a simple sketch on a restaurant napkin, and I can turn that into something,” he says. With a degree in fine art from Wayne State University and specializations in photo-realistic charcoal art and pen-and-ink-drawings, designing images and logos is second nature for Jon. Although he’s worked on a variety of interesting design projects during his time at Armadillo, his favorite was the Port Huron-to-Mackinac Island Sailboat Race – one year, Armadillo created both the event’s merchandising gear and poster designs.

“We just try to have really good-quality prints and we make sure that everybody who sees it knows where it comes from – we put our stickers on every box of shirts we send out,” says Jon.

So if you’re hankering for the sight of an armadillo in the neighborhood, keep your eyes open! You just might catch a (two-dimensional) glimpse of the adorable long-snouted, armored critter around town.

Armadillo Printwear | 3861 12 Mile Rd., Berkley, MI 48072
(248) 547-0490 | www.goarmadillo.com | jon@goarmadillo.com

0 1450

By Lisa Howard

LONGTIME BERKLEY RESIDENTS FONDLY REMEMBER AMICI’S PIZZA & LIVING ROOM…and they might not even know that the restaurant ever closed. That’s because the restaurant only shut its doors for one day: January 1, 2020.

On January 2, 2020, they reopened under new ownership as Amici’s Kitchen & Living Room. Tim and Laura Kenrick had been regulars at Amici’s for years – their favorite was the artichoke pizza – and when Tim decided to rethink his career in corporate restaurants, serendipity and googling “restaurants for sale in Berkley” led to buying Amici’s. “It was pretty much a love connection right from the start,” Tim says. “After over 20 years of working in corporate restaurants in this market, I wanted to get back into authentic hospitality. Owning this business allows me to do what got me into this industry in the first place.”

Of course, opening a restaurant in January of 2020 turned out to be an even bigger challenge than the couple had ever anticipated, when they had to revert to curbside-only service after just ten weeks. Tim, Laura and their staff spent the first six months in a hold-steady mode or, what Tim refers to as “no hard-lefts and no hard-rights.”

Gradually, they started making changes here and there, like scrapping paper plates in favor of standard plates and silverware, and renovating the sound system, interior lighting and bar. They also added heaters to the patio before winter hit, which led to parkaclad guests enjoying their dinners amidst a snowy landscape.

IN 2021, MENU CHANGES ARRIVED in the form of appetizers, Michigan beers on draft and new “Tim’s favorites” pizzas. (Don’t worry – the classic pizzas are still on the menu, plus you can still build your own pie.) Laura now makes Amici’s sole dessert: double-chocolate chip cookies. Not surprisingly, they sell out nearly every night. Tim and Laura have added more cocktails to the roster, too, including seasonal drinks like the wintery Brown Sugar Cinn made with house-cinnamon infused reposado tequila, Grand Marnier and lemon juice. While diners will still find plenty of martinis on the menu, the martinis now share the spotlight with margaritas, especially in the summer months when everyone wants fruity and spicy flavors like mango-habanero and strawberry-mint.

One key to the continued success of Amici’s, Tim says, is the staff. Due to the ownership transfer only taking a single day, he and Laura didn’t have to lay anybody off. Also, having worked in the corporate restaurant industry for so long, Tim already had established relationships with hospitality professionals. “Our success is 100 percent due to the staff we’ve been able to keep and cultivate,” he says. “Not being short-staffed right now is an absolute anomaly.” That said, they’ll be closed on Sundays during the winter months to avoid putting too much pressure on their loyal staff. Martini Sundays will become $7 Martini Mondays, followed by $4 Michigan craft beers on Tuesdays, half-off bottles of wine and sangrias on Wednesdays and Thirsty Thursdays with specialty cocktails on offer.

THROUGHOUT THE RESTAURANT’S EVOLUTION, Tim says he’s loved finally owning his own restaurant. And for her part, Laura is just as much a part of the action – Tim calls her the “morale booster and restaurant mom,” roles that she fulfills along with baking the sought-after cookies and being in charge of dough production for both the sourdough-fermented dough and the gluten-free dough.

“She’s the brakes and I’m the gas,” is how Tim describes their relationship. “We’ve been married for 28 years she knows me better than I know myself. It’s a great partnership.” All of the pizza lovers in Berkley would raise a slice to that!

Amici’s Kitchen & Living Room
3249 Twelve Mile Rd, Berkley MI 48072
248.544.4100
www.amiciskitchenandlivingroom.com

0 579

By Ingrid Sjostrand

MICHELLE ARMSTRONG HAS A CLEAR MISSION IN LIFE: to help the small businesses in and around the Berkley community. She is the owner of her own small business, TAG MultiMedia, but her journey didn’t start there.

“It’s been in my nature to help the small-business type-of-person since childhood because my mother and my father had a small business,” she said. “They are inspiring to me and have helped me set the tone for my definitions of success.”

Armstrong is a member of the Berkley, Clawson and Royal Oak Chambers of Commerce, Berkley High School DECA Advisory Committee and Royal Oak Women’s Club, and, in 2019, developed the BerkleyU series with a goal of helping local small businesses stay informed, network and remain a local value in the community.

As a self-proclaimed advocate for small businesses, it might be surprising that Armstrong spent 15 years working in a corporate setting. Having been on both sides of the fence has only further prepared her for her current venture.

“I’ve been in sales, management, training, insight marketing and performance management making sure advertising was performing at a level where our clients saw a return on their investment,” she said. “I moved from there into a business automation specialist role and was knee-deep in how software needed to be a part of the small business model.”

WHICH LEADS TO THE MISSION OF TAG MULTIMEDIA, LOCATED AT 642 S. MAIN ST. IN CLAWSON. Armstrong is using her corporate experience to make software and virtual and augmented reality more accessible to small businesses around Oakland County. But what does that mean?

“We are working on proprietary software that will change the way business is done online and how small to medium-sized businesses present themselves and be represented online,” she said.

This isn’t just your average website or social media profile. TAG is creating online avatars that shoppers can interact with and digital replications of local cities that users will be able to explore and shop in.

“The avatar can live on your website and your social media and is meant to interact with customers. The beauty of having an avatar is that once you train it, you don’t have to retrain it like you would a new employee,” Armstrong said. “In the digital cities, we’ve been able to merge gaming and social environments with a retail and interactive social aspect, all in one space.”

TAG HAS APPROACHED MULTIPLE CITY GOVERNMENTS, including Berkley, and local civic organizations to build these virtual cities. Like many newer technology concepts, it may be hard for some to picture these concepts in action. But Armstrong isn’t deterred by skeptics.

“Not everyone is going to understand the value of this, but those same people can’t deny that eyeballs are online and (businesses) will get lost in the matrix if they don’t present themselves a certain way – a new solution is needed,” Armstrong said. “Virtual and augmented realities aren’t going away. In fact, by the year 2030 it’s going to be a $1.6 trillion dollar industry.”

Several of TAG’s clients are already using avatars in billboards and commercials. Armstrong suggests watching some of their Digital Community Network videos, available on their YouTube channel, DCN Network, to get a better understanding of their product.

“If we don’t do something now, the idea of a brick-and-mortar environment where you can shop is going to diminish. We’re already seeing the impact of that and if those businesses had a way to compete in both spaces they would survive,” she said. “For the last 15 years, I have been helping small businesses bridge the understanding and functionality of software to help them run their business and get a return. I’m looking for more businesses that want to be showcased in this changing landscape.”

For more information and to get involved with TAG MultiMedia, visit TAGMultiMedia.net.

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