By Maggie Biunno
While Target and Home Depot might seem to be chasing “mom-and-pop” establishments out of every town, the Hempstead area is full of prosperous small businesses with lesser-known names.
In 2001, Mayor of Hempstead, James Garner, said that “the small business owner is the backbone of our local economy.” Restaurants and shops, showing the variety of ethnicity in the area, line streets and provide a sense of comfort with vibes of personality for those passing through.
President Bush addressed the Small Business Week Conference in Washington, D.C., on April 13, 2006, and said “small businesses create two out of every three new jobs. And they account for nearly half of the country’s overall employment.” Small businesses are full of individuality and customization without corporate control, which allows an innovative mind to blossom. If someone with a quaint shop on the corner of Main Street is eager for a life of the “rich and famous,” they may look for advice from one small business owner that received his big break on the Hempstead Turnpike in Uniondale.
As its advertisement goes, “Your car has bling, but does it have Castro? A car is just a car until it’s Unique.”
Will Castro’s story can be heard on the intro to his own television series, “Unique Whips,” on the Speed Channel. But unlike some reality shows that stretch the truth, Castro’s story of growing up in the LaGuardia Projects on the lower east side of Manhattan-only experiencing cars through valet parking and detailing-is all true.
This graduate of Brentwood High School opened his shop, Unique Autosport, on Suffolk Avenue in Brentwood in 1990, but he was in for a bumpy ride. Through financial struggles, Castro was forced to shut down just five years later. Though the shop was closed for business, Castro’s story was far from over.
With some of the New York Jets football players as clients, a vacant store on the Hempstead Turnpike seemed appropriate when Castro decided to re-open in 1999. Not only was the move worth it to satisfy his current customers, but the experience and new location caught the attention of hip-hop performer Busta Rhymes.
“Busta Rhymes opened up a whole new clientele relationship with the hip hop community,” Castro said in a recent interview at his current shop in Holbrook. Rhymes and Castro have formed a friendship and “bonded like brothers,” resulting in Castro’s skyrocketing success.
And the pictures, magazine articles and T.V. episodes prove it-plaques are displayed around the shop of the many musical celebrities that are pleased to call themselves Unique customers. Clients can receive many services, including basic traditional detailing, rims, tires, audio, video, collision, body work and security.
Other automotive reality television shows, such as “Pimp My Ride” on MTV and “Overhaulin'” on TLC, design and customize cars specifically for each episode. Unique operates their show using a different system.
“We’re a one-of-a-kind show. We open doors to [allow viewers to see] behind-the-scenes of a working business,” Castro said. “We don’t do the cars for T.V., but T.V. takes the cars.”
Viewers of “Unique Whips” not only see a real workday at the shop, but also catch a glimpse into the personal lives of Will and his staff. These individuals are not actors, but real people who once had a small business on the Hempstead Turnpike barely big enough to fit one car. Now they live their lives Wednesday nights on Speed, servicing just over 2,000 clients-who are satisfied and often return-and Castro barely has enough time to sit down at his desk for an interview.
The best part of it all? “Working for myself, having my own business and doing what I love to do. To me, it’s not a job-it’s a passion,” Castro said.
Although unfamiliar with the Unique business, Gary Hudes, the town of Hempstead’s sixth district councilman, says that Castro has found his niche. This is one of the most important things a business owner can do, according to Hudes.
“Those businesses that try to be everything to everyone, that don’t specialize in any one thing, many of them find it difficult,” Hudes said in a recent phone interview. “They are trying to be a jack of all trades, but you need to be master of something.”
Before Hudes reached his current position, he advocated for small businesses. As vice president and president of Nassau County’s Council of Chamber of Commerce, he received several recognitions for his work, including the honor of New York State’s “Small Business Advocate of the Year,” by Governor George Pataki.
Owner and president of Gennaro Jewelers in Bellemore Village, Hudes has first-hand experience working with a family-style, personal business. He found his niche after 26 years of owning a jewelry store.
In 1998, Hudes held seminars called “David Can Beat Goliath” at Hofstra and chambers of commerce around Nassau County. In a time when “big box” businesses and chain stores were taking over the area, Hudes stood strong for “mom-and-pop” stores.
“I did those speeches all over the county to reassure them that they didn’t have to give up and run for the hills, afraid of the big stores,” Hudes said. “You don’t need every customer in the county to come to you, you only need your piece of the pie-not the whole pie.”
The piece of the pie that small businesses offer is exceptional service. For Hudes, this is the most important thing that they can provide because, while some people are looking for bulk items that can be purchased at Sam’s Club and some are coupon-clippers, many people are looking for good service. “The service is what the majority of big stores can’t give,” Hudes added.
Customer service comes in a form that Hudes has recited over and over, especially to small business owners. They must offer service, must be personal, knowledgeable and friendly. With any of these parts missing, the success will be incomplete. While prices might be a few cents lower at those bigger stores, the experience is worth the pennies, in Hudes’ opinion.
Augie Daurio, a long-time friend of Hudes from the Lion’s Club, agrees. “I try to only buy from mom-and-pop stores,” Augie Daurio said. “Yes, the price is low [at stores like Home Depot], but the quality is not there. I would rather spend the extra money from the smaller guy who gives us exactly what we want.”
Not just a supporter, Augie Daurio works at Scholastic Promotions, Awards and More, with his son, and owner, Anthony Daurio, a certified engraver. This privately-owned business has existed in Uniondale for over 40 years, but since 1989 it has been under the management of the Daurio family.
Specializing in signs, badges, trophies with figures made of resin (a combination of plastic and plaster of paris), glass and acrylic awards, father and son work closely with customers to make sure “every order is a custom order,” as their slogan on the outside of the building and on their business cards reads. They even own the rights to several football trophy figurines and supply all the awards to the New York Knights of Columbus
Similar to Castro’s clients, the Daurio duo services mostly returning customers who have formed a relationship with this father-son store.
“One percent new customers is a good year,” Augie Daurio said. “Advertising does not work in our industry-word of mouth is only thing that works.”
With nearly 30 other local dealers and at least one “big box” store offering similar services, the Daurios find it important to hold the standard of service in their store at a high level.
“The only thing separates us is service,” said Augie Daurio.
Anthony Daurio agreed that his store offered great service efficiently without a corporate company watching over. “Basically, it is doing things the way you want-the way you want it done,” he said. “There’s direct feedback-in big stores you hardly ever hear about what the customers think.”
Continual customers must be quite pleased with their purchases-they keep the store alive and running. Tawanda Harris, a member of Jackson Memorial Church in Hempstead, was visiting the shop for the first time, but her church had previously used the Scholastic Promotions services.
“[They have] excellent customer service,” Harris said, leaning over the counter and working with Augie Daurio to customize plaques that the church’s scholarship committee is awarding for “Partners in Ministry.”
Satisfied customers can enjoy a customization process that is quick and painless with the guidance of Augie or Anthony Daurio. While working with speedy deadlines, they are knowledgeable in the different catalogues they are affiliated with and what they can offer-and always have suggestions for alternatives to fit a budget. Returning customers and organizations prove that the important qualities mentioned by Gary Hudes-service that is personal, knowledgeable and friendly-can be found at Scholastic Promotions.
A personally-owned business has room for creativity and expansion, without a corporate boss telling an on-site manager what to do. While a T.V. spot is not in the future for the Daurios, expansion is not an idea left behind.
“We hope we would need to expand,” Anthony Daurio said.
“For the right offer we would,” chimed in Augie.
As a regular customer enters, Augie Daurio greets her with a kiss on the cheek. “How many places do you go to and get a kiss?” he asked.
“Whether you want it or not,” his son added, laughing.
Smiling, the customer replied, “I look forward to it.”

Some of the untraditional awards that can be purchased at Scholastic Promotions. (Maggie Biunno/The Chronicle)

Augie Daurio shows Tawanda Harris options for her order. (Maggie Biunno/The Chronicle)

This grafitti-style wall designed by shop manager, Reme, has been the back-drop for many celebrity client photos. (Maggie Biunno/The Chronicle)