Page 67 - Senior Link Magazine Spring 2026 - Online Magazine

HONORING SMALL BUSINESSES

called by his family) said that he After graduating from Wayland in for six decades. But Jacob says that
didn’t realize that his name was 1966, Jacob was drafted into the Army their primary product is building
Jacob until he heard it called during for two years where he served as relationships. From over seven
his high school graduation. He an interpreter for Spanish-speaking thousand miles away, the Masso
spent two years at Texas Southmost troops in training at Fort Bragg, family has come to capture the hearts
College before the family was able to North Carolina. When Jacob was of West Texans, regardless of cultural
immigrate to this side of the border discharged, at age 25, he took over background or language. They have
and become U.S. citizens. He then the business. For many years the served the community of Plainview
graduated from Wayland with a business was Masso’s Department and the surrounding area with grace
degree in History and Government. Store. Later it was rebranded and resolve. That includes brother
simply as Masso’s. With the ebbs Robert and his sons Eric and Stephen,
Jesse’s quest for a business location and flows of commerce, especially and sister Irma Masso Shackleford
was finally fulfilled when the in an agricultural community, the and her sons, Philip and Aaron, from
building north of the Hale County Massos had to find their niche. They time to time. While Mideast tension
Courthouse materialized. The were the first storeowners in the between Arab and Jew continues
opportunity came to be on the last community who spoke Spanish, so to exist, Jack says that they and
day of staying with relatives before they developed relationships with many of their Jewish suppliers get
leaving for good to go back to the the Latino population, carrying along well, finding much common
Valley. Noting that people traveling Quinceañera clothing, First ground to evolve and live peacefully,
from Lockney to Lubbock would pass Communion apparel, and other items remembering that Arab and Jew are
through Plainview, this community relating to the Catholic Hispanic cousins from biblical times. May
“charmed” Jesse into moving heritage as well as other clothing and that be the goal of us all. Thank you
his family in 1963 and setting up shoes associated with the needs of Masso family for blessing our part
business at the storefront that had the community. They now specialize of the world by offering shalom so
been vacant. It has been occupied for in Western apparel and boots as well freely and graciously.
over six decades now. Starting with a as work clothes
bank loan of $2000 and the trust and and footwear.
encouragement of banker Norman They also carry
Wright through the formative years, beautiful olive
along with extended family with wood carved
similar businesses around the region, items made in
and living above the store initially, Jerusalem and
the Masso brand was established Bethlehem.
in Plainview. The next year they
acquired the store to the west A business must
and broke through the walls that be profitable
connected them, doubling the size of to be able to
the operation. stay, grow, and
serve, especially

Lubbock Senior Link 67