PANAJI: Synonymous with stationery since 1890s, Casa J D Fernandes is an institution in itself. Setting foot in the establishment in Panaji is like being in a time warp with colorful goodies ranging from modelling clay to professional oil paints standing in sharp contrast to the wood-paneled walls.
Currently run by the fourth successive generation of Fernandes, Casa J D Fernandes has weathered the test of time.
Set up by J D Fernandes, the establishment, located on Diogo De Couto Road opposite Garcia de Orta, had started out like any other stationery shop with the proprietor seated behind a small counter and stocks lined up on shelves behind him. “It was a small shop at that time. There was just one small counter and my grandfather would man the store,” says the current owner, Oswald Fernandes, who has been handling the business since 1993.
Oswald’s father, A C Fernandes, had taken over the shop in the early 1940s, and it was during his tenure that the business began attempts to set itself apart from competitors. They forayed into printing technology and became pioneers in the field in Goa. The journey that began with baby steps – by printing leaflets and bill books – has now culminated into a standalone stationery brand that goes by the name Aviao.
With time, the family expanded the shop and came up with an open floor plan to ensure better display for the vast variety of goods they stocked. Today, it is like a departmental store for stationery where customers can take their pick after browsing through the display. While there are staff to help if need be, they are a far cry from the proverbial salesperson.
“I wanted to open up the shop. Give better display to products and also let customers pick and choose what they want to buy at their leisure and comfort after seeing the options and variety on offer,” says Oswald, adding that a comfortable shopping ambience goes a long way in ensuring happy patrons.
Talking of variety and choices, from the kindergarten student to the DIY hobbyist and the professional painter, Casa J D Fernandes has something on offer for everyone. From modelling clay, quilling paper, and children’s craft items, to easels, canvasses and imported brushes and paints, the shop stocks it all.
Apart from variety, every patron is also sure to find something that suits his or her budget. “We sell file covers of different designs and quality varying in price from 7 to 450. It is the same with every product on sale. Everyone is sure to find something that suits their budget,” says Oswald. He sits in a small, cozy cabin at one corner of the shop, keeping an eye on operations, as the next generation of Fernandes’ – his sons Cornellio and Charlton – man the counters with other staff and cater to customers.
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