The Readers Have Spoken: Bernard’s is the Best Men’s Boutique in Alabama
Words by Justin Hunter
Cover photo by Justin Hunter | Merchandise photos by Blakeney Clouse
Facing the busy square of historic downtown Jasper is the brick storefront of Bernard’s Store for Men. The men’s clothing store has had a front seat in the evolution of Walker County and is a living museum of the county’s history. The walls are adorned with iconic images of a Jasper that no longer exist except in aging photographs, fading autographs, and vintage sports memorabilia.
For the non-Walker County native making the pilgrimage to Bernard’s, do yourself a favor and say ‘yes’ to the chilled Coca-Cola, which comes in a glass bottle in both regular and diet.
Another reason to visit: Bernard’s was recently voted the “Best Men’s Boutique” in Alabama for 2020 by readers of Alabama Magazine.
In 1949, three years after returning home from World War II, Bernard Weinstein left the family business, Weinstein’s, and launched out into business for himself. After purchasing R. Green Mercantile from the Green family, Weinstein converted it in a men’s-only clothing store and established Bernard’s Store for Men.
Seventy years later, Bernard’s Store for Men is the gold standard for quality clothing and customer service. The store is known for being an oasis of Southern comfort and hospitality amid a hustling and bustling world. Each customer is treated like family and isn’t pressured to make a purchase. The staff, however, offers expert guidance in the men’s realm of fashion.
The store’s motto is “Make yourself at home.” Thousands of men, women, and children have enjoyed Bernard’s peaceful environment. Current owners Rusty and Elizabeth Richardson and their staff are the gatekeepers of this peace hub established by Mr. Weinstein. A fun fact: the Richardsons were co-workers at the store before they fell in love and got married.
In June 1974, Burt Richardson, the principal at Farmstead School, needed to purchase a new sport coat for the upcoming school year. While in the store, a God-ordained conversation took place between Bernard Weinstein and Burt about hiring Burt’s son, Rusty. Little did the two men know, their small talk would set the trajectory of a teenager’s life. Rusty has now worked in the store for 46 years and counting.
“The sport coat my father bought that day is hanging up in the store,” he says proudly.
While attending Walker County High School, Rusty completed the Distributive Education Co-Op program under the tutelage of Mrs. Anne Sadler, who gave her stamp of approval for an interview with Mr. Weinstein. Rusty, then 16, was hired to be a runner for the older employees.
“I thought I had died and gone to heaven having received an invitation to work at Bernard’s,” Rusty says, laughing.
Rusty continued to work at the store while obtaining his Marketing Degree. He began his college education at Walker College and then transferred to the University of Alabama at Birmingham (UAB), completing his degree in March 1980.
Four months after Rusty was promoted to store manager, Mr. Weinstein suddenly passed away of a heart attack. His wife and daughter then sold the business to another man. Eight years later, in March 1988, Rusty purchased Bernard’s. He has now owned the store for 32 years and never changed the name.
“Everyone knew Bernard had built a business on genuine customer service, showing love to each customer, being progressively minded, being active in the community, and that is what our team has done,” Rusty says. “We have wanted to honor him by keeping the name.”
Bernard’s Store for Men is an “old-fashioned” men’s clothing store, offering a wide range of high-quality clothing, custom-tailored suits, same-day alterations, and casual wear for Southern gentlemen. Over the years, the store has continued to evolve with men’s fashion trends and skillfully curated their inventory to the local community’s desires.
Bernard’s embodies Jasper culture’s finest elements and will continue to lead the state from a posture of loving compassion. 78