JASPER, Ala. – For 77 years, Bernard’s “Store for Men” has helped generations of men in Jasper find the right suit, prepare for life’s biggest milestones and experience the kind of personal service that makes a customer feel like an old friend.
George “Rusty” Richardson, owner of Bernard’s “Store for Men” and a longtime member of the Alabama Retail Association, has been named the Association’s 2026 Gold Retailer of the Year.
For Richardson, the recognition reflects more than decades of successful business; it honors the tradition of service Bernard Weinstein established.
Weinstein opened Bernard’s “Store for Men” in 1949, building the business around personal service and treating every customer with kindness. Richardson was just 16 when he began working for Weinstein in 1974. After Weinstein’s unexpected death in 1980, Richardson continued managing the store before purchasing it in 1988. Bernard’s also brought Richardson and his wife, Elizabeth, together when she came to the store one holiday season to help with gift wrapping.
Richardson credits the store’s longevity to both the values Weinstein instilled and the loyal employees who have helped carry on its tradition of service. Among them is Glenda Odom, who has worked alongside Richardson for 52 years.
One piece of advice from Weinstein has stayed with Richardson throughout the years.
“Bernard told me, ‘Do your best to treat everyone nice and kind, and all the rest will take care of itself. Treat everybody the best you possibly can,’” Richardson recalled.
That philosophy remains at the heart of Bernard’s. The store offers everything from suits, sport coats and everyday apparel to tuxedo rentals. Expert fittings and personalized wardrobe consultations are complemented by thoughtful services such as free alterations with purchase, in-town delivery and gift wrapping.
Located in historic downtown Jasper across from the Walker County Courthouse, Bernard’s has become a fixture in the community. Many customers represent second- and third-generation families, returning to the store for milestones ranging from proms and graduations to weddings and job interviews. For Richardson and his team, building lasting relationships is just as important as helping customers find the right clothing.
“We have been blessed to have so many loyal friends, customers and employees throughout the years,” Richardson said. “We try our best to continue the tradition that Bernard started; customer service to the nth degree. We value our friends and customers. We want you to feel comfortable when you come to Bernard’s and we’ll help you in any way we can. We’re a down-home store with an old-fashioned way of doing business, but with a little flair.”
“Rusty represents the very best of retail,” said Rick Brown, president of the Alabama Retail Association. “He learned from Bernard the value of treating people right, and he has spent decades putting those lessons into practice. His impact on Jasper extends far beyond the store’s doors.”
For more information about Bernard’s “Store for Men,” visit bernardsstoreformen.com. To learn more about the Alabama Retail Association and its Retailer of the Year program, visit alabamaretail.org.
