“If we can’t do it, it can’t be done” is the motto of the American Shoe Repair business on E street. The motto comes with the authority of a shoe repair business that has been in downtown San Diego since 1941.

The place has taken a few lumps in consumer blogs of late. I can only attribute that to consumers who’s expectations and/or instructions were misplaced to begin with. Just as with any designer or architect a fuzzy plan leads to fuzzy results, so it does in customized shoe repair. Funny that though, for current owner Milagro “Amy” Lizama worked in the shop, originally located on Broadway, for 25 years before taking ownership in 2007. So quality/experience arguments vis-à-vis prior and post new management are illogical.

Amy can be a bit rough and tumble on the unawares though. Her pride in her shop, natural Emo like wit, and a small business owners normal grumblings on the economy color the reactions from first-time walkin’s. Her able employee – Chicago refugee - Joe...