February 4, 2005

Longtime store on Campbell Avenue to close next month

By Jennifer Robertson
Staff Writer

Those who shop in downtown Campbell know about the Silver Buckle. Even if they have never been curious enough to step inside they have, at the very least, peered through the windows to get a glimpse of the store’s unusual contents. While Campbell Avenue is certainly lined with an interesting variety of boutiques, the Silver Buckle’s array of Western gear serves as a reminder of California’s cowboy past.

Russell Trimmer, a 20-year employee of the Silver Buckle, poses next to some of the shop’s high-end cowboy boots worn by celebrities such as Britney Spears and Garth Brooks. “It’s going to be hard to leave,” said Trimmer. “I’m really sad. I’ve met some great people in this job.” Photos by Julie Davis Berry

Yet after more than 30 years of providing a haven for urban cowboys and rodeo fanatics, the store will permanently close its doors in March. Due to the growing number of Western chain stores the business “has been an up and down ride,” according to owner Alex Prandi. He has had to change his merchandise quite a bit, including incorporating “crossover” merchandise, or clothing that is Western but “won’t look out of place at a nightclub.” Staying competitive would mean more and more changes, so Prandi decided that it was time to close the doors.

A Notch on the Belt of Campbell’s History
Betty Atencio had owned the Silver Buckle for 23 years when she sold it to Prandi in September of 1994. Prandi had retired from a management career in electronics and was ready to do something different. “I always liked Western,” he explained, so purchasing the Silver Buckle seemed like the perfect fit.

Prandi has enjoyed having a business in downtown Campbell. There is a “nice atmosphere among the business owners” and it “doesn’t have a mall atmosphere,” he said. “It’s very quaint.” And that is perhaps one of Campbell’s biggest attractions for business owners and visitors: It is charming, friendly and offers a unique variety of shops. Yet who would have thought that a shop selling Western apparel would have become popular in Silicon Valley?

Prandi explained that when the store first opened, Campbell was just a small, rural area. Many of the customers have been shopping there for years. In fact, one customer drove all the way from Berkeley when he found out the store was closing. Typically, the shop’s customers buy clothing to wear to rodeos and Western concerts.

Silver Buckle owner Alex Prandi will miss chatting with his many loyal customers at his Campbell Avenue shop. “It’s been fun,” he said.

Garth Brooks, perhaps the most famous modern-day cowboy, shopped at the Silver Buckle when he was on tour several years ago.

The Silver Buckle offers a range of Western fashion, from low-end to high-end. Some of the most popular items are the children’s cowboy boots and high-end boots by famous makers such as Lucchese (pronounced lou casey) and Tony Llama. “These are the Mercedes of boots,” Prandi noted, and cost as much as $1,500. Many of the boots are made of leather from exotic animals, such as ostrich, alligator and snake.

And even if you are not a rodeo fan, the store offers something for everyone. High-end leather jackets imported from Italy are now as much as 50 percent off. You can also find other “everyday” clothing items such as pajamas, sports coats, shirts and blouses. Since it is more profitable to liquidate the business rather than sell it, the store will continue to offer sales until it closes in March in order to move the inventory.

Happy Trails . . . Until We Meet Again
While this is Prandi’s second retirement, he is far from hanging up his hat. He plans to open a small business with his store manager, Sergio Almendaris, who is also an artist. Almendaris specializes in beadwork, particularly on women’s apparel. For example, he created a beaded drawing of a horse on a jacket for one of his female customers who wanted something unique to wear to a rodeo. The two men have not yet chosen a location for the business, but they know they want to stay in Campbell.

Until then, Prandi will continue to chat with customers, spend time on his 160-acre ranch on Mt. Hamilton and “get away from the rat race.” Judging from his track record, it won’t be long before he’s back in the saddle again.

The Silver Buckle is located at 275 E. Campbell Avenue at First Street. Hours of operation are Mon. – Fri 10 a.m. – 7 p.m., Sat.10 a.m. – 6 p.m., and Sun.11 a.m. – 5 p.m.