The New Jersey White Diamond chain was serving slider smash burgers as far back as the 1930s……..
As with all Mr. Local History retrospectives, we often update the post when we learn stories and are sent photos from our community. We will continue to expand this piece as information becomes available. If you have any stories to share, please post in the comments section at the end of the piece.
Mr. Local History Project
Clark’s White Diamond opened its doors at the Raritan Road location in 1947 and was the second of 10 independently owned eateries of the same name to operate throughout Union County, New Jersey. Later other locations were opened; three Elizabeth locations, two in Linden, and one in Westfield, Springfield, Jersey City, and Rahway.
My White Diamond story begins in Westfield, New Jersey back in the 60s as I had the pleasure to live within a bike ride to what ultimately caused me to be tormented in my chubby pre-teen youth. Let’s forget about me and my “husky” pants for a moment as I drift back to simpler times when a quarter would get you a burger, smashed on Westfield’s White Diamond flat top. As you watched Tex it thru the grill window, he would call you “Cuz” and told you to sit down on the barstool and got you a soda. With his toothpick in his mouth he’d bring you that oniony deliciousness with pickles. As I drifted into heaven, I then had to ride home and eat another dinner. I’m sure my mom knew exactly where I went, because the smell would consume you and there was no hiding.
Later, it housed Samantha’s Restaurant and Norris Chevrolet. It had been gutted and vacant for many years before being demolished in 2013.
From the 1920s to the 1980s, New Jersey had at least six and as many as twenty manufacturers churning out long, narrow, modular, railroad-style stainless diners with curved roofs, squat windows, and enameled porcelain exteriors. The state’s oldest surviving diner, Max’s in Harrison, was built in 1927 by the Jerry O’Mahony company of Elizabeth, which also made the Summit Diner in 1938 and the glitzy Miss America in Jersey City in the 1950s.
I worked at the Westfield White Diamond in the 70’s. JD (Jay) Hill and Dallas owned it. Both from Mount Airy, North Carolina. JD’s wife went to school with Andy Griffith.
Wayne Palew, Westfield White Diamond former employee and burger fan. Could these two be the Slim and Tex I remember?
Matt Linden told a local Facebook group that the family who owned the Westfield White Diamond was from Tennessee. JD (Jay) Hill and his wife Millie(?) were the owners. Frank aka”Cuz” was the wife’s (Millie’s?) brother. Others have stated Ray Collins, from Mount Airy, North Carolina was the owner. Both may be true. If anyone knows the owners vs. workers and date opened/closed, we’d love to confirm and update our research.
In 1989, the owner was Guilio Rubinetti who looked to expand Westfield WD. The Westfield Leader reported on May 4, 1989:
“The second application to come before the board was that of the owner of White Diamond on North Avenue. Guilio Rubinetti, sought approval of a site plan to construct an addition to his existing diner. Mr. Rubinelti said that his reason for expanding was to be able to compete with larger fast food chains in the area. The board approved this application in a 6-1 vote. Application for site plan approval by Westfield White Diamond Inc. (Glullo Rlbinettl) to construct an addition to an existing restaurant on Lot 11, Block 403, 440 North Avenue • The motion passed and was approved and the Westfield White Diamond grew.
Late nights at the Westfield White Diamond were much like all of the other White Diamonds on the weekend. After the bars closed, it was time to drive over to the WD for some greasy grubb. Stories prevailed about road trips back from Staten Island bars when the drinking age was still 18 vs. 21 in NJ that changed in 1983. Things would get so chippy at the Westfield location that they actually had to hire a cop on weekend nights. Then again, the cops were always there as I remember, slurping on that blue and white greek symboled cup of coffee (remember those?)
During our “Safe Driving” course, instructor and high school football Coach Gary Kehler (a Westfield HS football legend) took us there everyday.
Carol West Kelly via Facebook
What’ll ya have Cuz? Double rat extra tails Frank
As you hung around more and more, you’d hear all kinds of sayings that would come up. The order process was also quite funny as locals would use their own popular slang at the WD: “What’s up Cuz?”, Gimme two large rats with tails…” were classics that anyone who went remembered. Post in comments below if you heard or had a favorite saying….
We went for Space Invaders and Asteroids.
Katy Ouellette Jean, grew up in Westfield, New Jersey
We lived down the street and would walk down with pockets full of quarters.
NEWSFLASH:
We Lost the Westfield White Diamond
As with many good things, the Westfield White Diamond became tired and eventually lost out to more modern dining experiences. Before being torn down in 2013, my favorite childhood burger destination became an Italian Restaurant and a Norris Chevrolet outpost. I’m sure I cried.
White Diamond Locations
White Diamond was owned by Jack Cox and the Cox family but they were independent franchises. Starting in the mid to late 1940s, the diner style bar stool establishments quickly spread across Union County, New Jersey. If t had stainless steel and were probably built by Starlight Diners, Inc. of Ormond Beach, Florida. Starlight was one of the premier diner fabricators from a business that was actually started in New Jersey.
- Founded / Location / Owner(s)
- 1937 – Hackensack: (322) State and Berry Street, Hackensack, NJ (noted in The Record June 7 1937) (Bridges)
- 1937 – Elizabeth 1: Spring and Julia Street, Elizabeth, NJ (noted in The Record June 7 1937) (Bridges)
- 1946 – Clark – Opened 1946 – 1207 Raritan Road, Clark, NJ (Cash Only – ATM on site) (Collins)
- Elizabeth 1: 624 Bayway Avenue & Thomas Streets, Elizabeth, NJ (Dunkin Donuts today) (Collins)
- Elizabeth 2 – 573 Spring Street, Elizabeth, NJ (a Sonic Drive Inn today)
- Elizabeth 3 – 108 (E or W?) Grand Street, Elizabeth, NJ (Collins)
- Jersey City – 391 Sipp Avenue? at Routes 1 and 9, Jersey City, NJ (Newspaper Article) (Collins)
- Linden 1 – 510 E St Georges Ave, Linden, NJ (now a 25 or 30 Burgers) was originally in Roselle Park.
- Linden 2 – 133 St. Georges Ave, Linden, NJ (looking for confirmation)
- Rahway – 745 E. Hazelwood Ave East, Rahway, NJ (now a Gyro Corner restaurant)
- Roselle Park – Moved from Westfield Avenue to 510 E St Georges Ave, Linden, NJ
- Springfield – Corner of Morris and Millburn Avenue, Springfield, NJ – A.L. Bridges, Owner
- Westfield – 440 North Avenue, Westfield, NJ (was Norris Chevrolet and now an empty lot)
The Menu
I often laugh as I am probably the only person that actually has an original White Diamond menu framed and hanging in my kitchen. It remains one of my fond childhood memories and also probably led to writing this story. Every once in awhile I do get to visit Clark, New Jersey. So you see the one menu shows a single cheese at $0.30 and a giant at $0.50. Doing the math vs today’s price of $1.75 for the single and $3.50 for the giant , it doesn’t really matter because the legacy continues with the same smells alongside a dressed up ambiance. The single burgers and the THECSPK breakfast sandwich is still a classic.
A hamburger may not be 15 cents like it was when McDonald’s first opened its doors, but a McDonald’s hamburger in 1955 — when the company started — weighed 3.7 ounces while a White Castle slider weighed in at just 1/8 lb. per patty, they’re about half the size of their competitors — but they’ve been around since 1921, and the chain is arguably the first fast-food chain in the US.
- 1921 – White Castle single hamburger $0.05
- 1960 – McDonald’s hamburger – $0.15 – White Castle $0.12
- 1967- McDonalds $0.15 – White Castle $0.14
- 1975 – McDonalds $0.30 – Whte Castle $0.20
- 1985 – McDonalds $0.50 – White Castle – $0.30
- 2000 – McDonalds $0.89 – White Castle – $0.44
- 2018 – McDonalds $1.09 – White Castle $0.75
- 2023 – McDonalds $2.49 – White Castle – $0.72 – White Diamond $1.65
The Last Stand – Clark White Diamond
After 75 years, only one White Diamond Hamburger diner remains. Noted as “the 2nd of 10″ White Diamond restaurants, Clark opened in 1947 on a vacant lot on the corner of Rahway Avenue and Raritan Road in Clark, New Jersey.
In 1995, the existing restaurant structure was razed and a new prefabricated structure is what you see today. The Clark location was purchased in the mid-1950s by the Collins family of Mount Airy, North Carolina with the late Ray Collins, a township resident who previously owned the Jersey City restaurant, taking over in the 1980s. Ray passed away in 2007 but Clark’s White Diamond has remained in the Collins’ family.
Ray’s sons Arnold, Joseph and Kevin worked alongside their father at the Clark icon. Since 2016, the Clark White Diamond has been operated by Ray Collin’s son and daughter-in-law, Kevin and Tammy Collins, with assistance from their son, Brandon.
Videos
Step back in time with a few classic videos about “The White Diamond.”
The White Diamond Online Photo Album
Click one image to start slideshow.
Comments
Have a story to share. Feel free to post at the bottom of this story.
Related Mr. Local History Stories for Westfield and Foodies
