Jewish Community News

News: May 2008

Yardstick celebrates 50 years of businesses
By Janet Marcelo

    Longtime local Jewish family the Alters (Ruth, the late Bernard Alter and their adult son Jack Alter) are proudly celebrating the 50th anniversary of their local business Yardstick.
   While hundreds of businesses have come and gone during the last 50 years, Yardstick has held fast, beginning as a dress fabric store and evolving into a drapery and upholstery store.
   “We’re an institution (because) for fifty years we’ve stayed in business and for those fifty years we’ve had the same owners.” Ruth said. “Other businesses may be the same as ours, but (they’ve) not lasted as long.”
     Started by Ruth and Bernard, Jack took over the business in 1979 when his parents retired. Together the family ushered the business from  Campbell to Willow Glenn, and back to Campbell before finally settling into its present location on DeAnza Blvd in Cupertino.
       Jack, who has run the business for more than 25 years, said he initially planned to go to medical school but changed plans when his parents told him they were thinking of selling the business.
     “They didn’t want me to (take over) at first,” Jack said. “It’s hard work.”
     The store strives to satisfy their customers by using its own installers and designers that are known and trusted colleagues of the Alter family. The business offers free at home consultations, often attended to by the owner himself.
     “I go to a lot of them,” Jack said. “We do whatever they need at all hours of the day and install at all hours of the day. Most jobs are completed within four weeks.”
     Jack attributes some of the store’s success to its willingness to change with the times. For example, with more design shows on television, Jack believes people are more involved and aware of the choices out there. As such, Yardstick  acquired more  fabrics and works with people who wish to be more involved in the process.
    It’s not uncommon to have customers walk into the store knowing exactly what they are looking for and want.
     “We get that a lot,” Jack said. “It makes it harder for me when they know so much, believe it or not, but it’s pretty common now.”
    Yardstick is located at 10564 S. De Anza Blvd. Cupertino, CA between Bollinger and McClellan, (408) 366-1424 or www.yard.com