22-05-2025
104 year old business owner's legacy courses through Downtown Panama City
PANAMA CITY, Fla. (WMBB) – Tucked between downtown Panama City's renovated storefronts and decades-old facades, sits Collectibles Etc.
The man behind the counter is proof that time can sometimes stand still.
At 104 years old, John Natoli still comes to work every day, greeting customers, dusting off memories, and sharing his love for beautiful things in his store.
It's like his business, Collectibles Etc., is frozen in time. However, John has lived his life like a man in motion.
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He started his journey working at a stockyard in Jersey City, then found his voice in media working for a radio program called 'The Answer Man.'
That led him to ABC Paramount's record company. He eventually made his way west, settling in Arizona until 1976, when life brought him to Panama City.
'Came to town looking for a location to do a flower shop. We found the building next door, opened it Bay Flowers Etc. And we were lucky as hell,' Natoli said.
The shop was extremely successful. However, 10 years of hard work took a toll on John and his partner Fred.
He said they were worn out and ready for a new adventure.
'At that point, we always had the business right next door, 318. And we always had this place for storage. So when we got rid of the flower shop, it rented out, you know, to somebody we opened this as collectibles,' Natoli said.
As successful as Bay Flowers was, John noticed the shop's gift section was also doing big business.
'If somebody wanted a birthday thing for their daughter. Well, why do just a thing of flowers? Why not incorporate a doll, so we got into that sort of thing. So I made use of the collectibles that way,' Natoli added.
After more than 10 years, Collectibles Etc has been a downtown Panama City staple.
The opera and theater lover said his only regret is the possibility he won't see the Martin Theater reopen.
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'I strongly regret and hate the fact that the powers that be have not got the Martin Theater landmark back after eight long years, eight long years. I don't regret anything. I was an optimistic person, which is why I'm probably still around. But that is the only thing I'm sorry not to have,' Natoli said.
John's one piece of life advice?
'Don't get old. Do not get old. It ain't worth it,' Natoli said.
John said he has no plans to retire soon. In fact, he said he doesn't make many plans at all. As he sees it, he's not just preserving the past, he's proving that purpose doesn't retire.
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