HARD ST.
By Sandy Clark

Hard St. is a very small street found on the West Side of town. It runs between Spencer St. and Fairchild Ave. and can be entered or exited from either end. The name is probably based on the name of Naugatuck’s most successful merchant, William Guernsey Hard. The Hard family can be traced back to James Hard who came from England about 1682. In 1690, he was married in 1693 to Elizabeth Tomlinson. They had three children: James II, Ruth, and Abigail. William is a descendant of Abner, son of James II.

William was born in 1861 and lived in Waterbury. He was born to William and Rebecca (Smith) Hard. He began his apprenticeship in Waterbury on March 20, 1874 at the age of 13 years. He entered the mercantile life, beginning employment with the H.H. Peck Co., and later being employed by and with the E.H. Carrington Co.

In 1886, William opened his own business on Water Street. By the late 1800’s, 5 and 10 cent stores had become very popular in the U.S. The first one in Naugatuck had its beginning at 57 Water St. and owes its existence to Mr. W.G. Hard. He filled a unique position in Naugatuck’s commercial life.

W.G. Hard advertised that he was a man who would do what he advertised. His aim was, “to furnish anything in reason that an establishment of its kind would be expected to carry”. It is said that in many lines he carried a more complete stock than could be found in stores of larger cities.

At the beginning, this 5 and 10 cents venture was not looked upon by other merchants as a promising one. But time would prove them wrong.

W.G. Hard’s success was measured by application, enterprise, ceaseless energy, and by always keeping his store in the public’s eye and by aiming to have what people wanted at the lowest prices possible. His advertisement in the Naugatuck Directory listed such commodities as glassware, tin ware, crockery, fireworks, games, and toys. In fact almost anything in the five line. “Our Specialties are a 5, 10, and 25 cent counter.”

Not only did Hard do a resounding trade in Naugatuck, but he also received a large and growing patronage from outside towns. His popularity spread throughout all neighboring towns and countryside.

Hard was a man of other interests, too. He was active in temperance work in the Naugatuck Valley and an ardent advocate of the YMCA movement. He spent much of his time and effort trying to interest the people of Naugatuck in the work of the YMCA.

Source
Naugatuck Historical Society Newsletter
Volume 9, Issue 4
July - August 2004