A new Route 33 strip mall built in the likeness of Brothers Pizza, the mall’s next-door neighbor, has all but one storefont filled. (Staff photo.)

By Nicole Malczan

Brothers Pizza in Hamilton Square has long been a staple of Route 33, ever since it opened its doors in 1973. Now owners of businesses located in a new strip mall similar in looks to the pizzeria next door are hoping their proximity—in both appearance and geography—means good things.

The mall opened late last year and currently features three businesses: Xena Marie’s ice cream shop, Liberty Tax Services and the Chop Shop, a barbershop. The design of the building is similar to Brothers’, except in a larger scale.

The shops moved in quickly, populating this stretch of 33 while many other buildings on the highway and in areas beyond remain vacant. There are a range of reasons that could have contributed to the shop owners choosing the new Hamilton Square building, but, in talking with them, it seems the driving factor came down to the appearance of the building. All three tenants of the strip mall agreed the building just looks good.

The owners of Xena Marie’s, sisters Vinessa and Josette Russoniello, just started their business. They said they chose their current spot to launch their shop due to “the look of the building” and also because it is a “great spot” with “high traffic.”

Like Xena Marie’s, this is also the first location for fellow mall tenant T.J.’s Chop Shop.

T.J.’s Chop Shop owner Tim Jones, a 25-year-old who started up the barbershop on a whim, also said he enjoys the prime location of the strip mall.

“Brothers is so established, and the building is so attractive,” Jones said.

Jones is attempting to attract new clientele through word of mouth and other means, and said that “steady word is catching on little by little.”

The third tenant, Liberty Tax Service, has also found its business picking up since moving in. Once positioned by the Hess gas station in the strip mall with Pizza Wings Steaks & Things restaurant farther down Route 33 in Mercerville, Liberty Tax Service existed before its new location, but its employees are glad the business made the move, calling it “a better location.”

“I love the building,” Ivzy Ruiz of Liberty Tax Service said. “It’s beautiful, classy, new and cost-effective.”

Ruiz said that business has been better since the move to the strip mall, and that Liberty Tax Service has received a lot of attention. He mentioned that fliers have been sent out to current customers alerting them of the move in an attempt to attract further business.

Ruiz also said the building’s landlord is “very nice” and “wants to see the businesses succeed.”

That landlord is Antimo Carannante, co-owner of the building and of Brothers Pizza.

“They’re a nice family to have as a landlord,” Jones added of the Carannantes.

Carannante said the new strip mall was purposely designed to resemble Brothers’ look, and he’s pleased with it, especially since it was the design that attracted people so much that tenants “mostly came to us,” he said.

There is still one vacant spot in the new strip mall, but Carannante’s son Antonio said they’ve definitely had some interest in that spot, even if there are no official plans for the fourth tenant yet.