W. J. started work in 1890 on a new brick residence and store which was to become one of the largest general stores in the township.
His diary states that the family moved into the new store on January 28th, 1891. The Pearse brothers, Stotts and other skilled tradesmen helped to erect the two storey, 15 room building which included the large store, the family’s dining room, kitchen and parlour, and numerous bedrooms upstairs.
The building also included the township’s first elevator which was added in 1893. The hand-operated lift, carried goods from the main floor to cool storage in the basement or to the second floor storage room.
Morrish obtained his supplies from a variety of sources. Coal was hauled from Frenchman’s Bay and Port Union, flour and feed from Spinks Mill at Green River, and cord wood from Cowan’s Bush. Groceries, dry goods, hardware, boots, shoes, paint, linoleum, dishes, glassware, sporting goods, tobacco, farm implements, and even Ford motor cars were purchased in Toronto and brought out the Highland Creek by the Morrish family members. Fresh berries, vegetables and fruit were obtained from the family’s own farm.
Prompt delivery, first by horse and wagon and later by truck, ensured that the business would be competitive. Loyalty was important and many farmers seldom visited the store personally, preferring to simply place their weekly orders over the phone. After the death of W.J. in 1924 family members continued to run the business until 1967 when modem supermarkets finally ended the rural country general store era.
The building ceased to operate as a General Store in 1967, and sat unused and vacant after the Morrish family sold the building in 1987.
The business records of W.J. Morrish along with two counters, were acquired by the Scarborough Archives in 1987 and were used to research information for this article and other publications.
Other Morrish family members were merchants as well. Most notably was W.J.’s nephew, also William J. Morrish, who change his initials to W.D. to avoid confusion with his uncle. The W.D. Morrish Store began in the old Tredway – Knowles General Store but a new brick building was erected in 1924 on the northeast comer of what is now old Kingston Road and Morrish Road (the latter being named after the family). Although the grocery business was still thriving in this location in 1996, the Morrish family no longer operated the business. This building also had an elevator, but it was removed when the store was renovated after World War II.