ANYONE worth their salt remembers the tall, wooden stools at Assef’s Moree.
Well, anyone with a few years up their sleeve.
Back in the 1960s and well into the 1970s – even the 1980s – customers at Assef’s on Balo Street would relax and chat with staff and fellow customers while perched on well-worn timber stools that lined the fully-stocked glass-encased serving counters at the spacious clothing and drapery store.
This was back in the day when owner John Assef, his brother Azz and their sons Paul and Laurence worked alongside the store’s longest-serving employee, Alf Scott.
In the ladieswear section, Mona, Sadie and Lynette Assef and their attentive staff offered customers a unique, personalised shopping experience.
Over at the extensive menswear section, customers were measured for suits and clothing and taught the full Windsor knot or how to crease a cravat correctly.
Others sat on the aforementioned stools and chatted amongst themselves and staff members, mostly about the weather – or rugby league if Alf Scott got his way.
Paul Assef’s son, Daniel, who manages the store with his mother Keryn, said the wooden stools are still on the premises, if keen-eyed shoppers look hard enough.
“We always have one on display in the front window and several others are used in the changing rooms,” Daniel said.
Indeed, the window display stool is arguably the store’s most treasured piece of furniture – it has Alf Scott’s ownership tag permanently marked under the base.
“At some point, Alf claimed the stool by marking his name underneath with a black, permanent marker. This was obviously his favourite stool for some reason,” Daniel grinned.
Alf was one of Assef’s longest-serving employees, so his right to ownership to one of the stools was only proper.
He started his career in the rag trade at Morgan and Co and in 1948, at age 23, began working at Assef’s.
Alf was still there 58 years later when retirement beckoned at the age of 81 – yes, he earned that stool.
“We have an endless stream of customers who come in and reminisce about their childhood experiences with the stools,” Daniel said.
“I love hearing people’s stories about them. People who may have left Moree 30 or 40 years ago –maybe longer – come in and ask about the stools. They’re part of the store’s history.”
Assef’s has been a Moree institution from the day the Assef and Serhan families took over Macey’s store in Heber Street in 1938.
In late 1940, construction of a brand-new art-deco store was completed at 139-143 Balo Street. It’s still there, and heading to its 84th Christmas.
There’s been quite a few upgrades and expansions over the decades, most notably in the very early 1970s when the fully refurbished store became the first retail outlet in Moree offering customers air-conditioned comfort.
Importantly, the one-on-one customer service offered all those years ago is alive and well within the building’s history-laden walls.
Assef’s Moree, now with a sister store in Port Macquarie, is renowned for stocking an array of distinguished brands catering to a wide range of tastes and preferences.
Among the major names are RM Williams, Akubra, Country Road, Thomas Cook, Levis, Ariat, Birkenstock, Ritemate, Mary G & Crowbar, Frankie4 Shoes and Canterbury.
Whether it be formalwear or casualwear, trousers or trackpants, sport and activewear, men, women and children are covered – pun intended – at Assef’s Moree.
“We’re well-stocked and ready for Christmas, and there will be a few late-night shopping events in conjunction with what the Chamber of Commerce is organising,” Daniel said.
Assef’s Moree
Address: 139-143 Balo Street
Trading: 9am until 5.30pm weekdays; 9am until midday Saturdays
Website: https://assefs.com.au/
Facebook: https://www.facebook.com/assefsmoree
