A to Z Lettering Changes Location, Customer Focus
CHESHIRE, Mass. — A to Z Lettering, located at 106 Church St., has been somewhat of a mystery to those who would pass by the blank door, unaware of the creations being made behind it.
Jeffrey Reynolds, owner of the screen printing and embroidery studio, moved into the space on April 1, 2022, from Pittsfield after taking over the business from his father, Mark Reynolds.
He had so much business during his first year of operation that he kept a low profile to take care of current customers and fill their orders.
"Most people don't even know what I'm doing. It's really word of mouth. So that's kind of cool as well. Just kind of an organic feel. I don't really solicit for business," Reynolds said,
"I just kind of take what comes to me and since I've been doing it for so long, it seems as though people tend to seek me out to do work for them."
It wasn't until this past week, a year after moving in, that lettering was added to the front door officially ending the mystery of what business had taken over the vacant space.
Once a grocery store, numerous businesses have moved in and then out of the building because of the size.
"It was one of the main grocery stores in town so it was actually really big and wide open. It worked out perfectly for what I needed for space. Fortunately for me, it didn't work out for a lot of other people because it is so big," Reynolds said
"And to just move a business to Cheshire where there's not a ton of stuff going on, it's kind of a tough thing. So fortunately, I needed the space and I had all the equipment. So I was able to move here."
Reynolds hopes to expand on the samples currently available for customers and provide them the opportunity to watch as the products are being made.
Cheshire residents could be purchasing his custom shirts from different businesses around Berkshire County and not know that his business is practically next door.
A to Z Lettering can put logos and designs on pretty much anything — including hats, jackets, pants, shirts or bag.
"I'm lucky where I can do screen printing and embroidery and I have all the things to be able to do that well and it's a big investment to do that," Reynolds said. "So. I'm really lucky where I can do everything to the highest quality that you can really."
There is a huge demand for what they do at A to Z Lettering, Reynolds said. People everywhere can be seen wearing clothing with embroidered or screen printed logos of businesses, schools, and organizations.
"So it's important to be able to keep that business in Berkshire County and specifically Cheshire. We operated out of Pittsfield for our entire careers," Reynolds said. "When my dad retired and I decided to take the business on, I only really wanted to come to Cheshire because I live in Cheshire and it's an important place for me. My wife has a business here, and I wanted to try to add a little bit to Cheshire and be close to home while I'm doing it."
Reynolds is looking forward to continuing doing what he loves and having the opportunity to help customers.
"I've always kind of had a focus in sports, especially youth athletic apparel. So I've always enjoyed being able to make the kids the best possible products and look just like the pros when they're out on the field. I've always kind of taken pride in making stuff the best that I possibly can," Reynolds said.
As far back as Reynolds can remember, he has been involved in the business just like his father.
When the Besse-Clark menswear and sporting goods store went out of business in 1993, Reynolds' father opened his business Reynolds Team Sales.
As time went on, the business grew so A to Z Lettering was established in 2014 to create the merchandise while Reynolds Team Sales handled the sales. In 2018, Mark Reynolds sold Reynolds Team Sales to a Texas company but stayed on until he retired in 2021.
A to Z Lettering continued doing screen printing and embroidery for the Texas company at a high volume. When Jeffrey Reynolds took over, he decided to downsize to keep the business manageable and focus on Berkshire County customers.
A to Z Lettering is open weekdays at 106 Church St.
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