After receiving more calls to close his store, the owner had to remove a “controversial” sign.

When a store owner in New Jersey put up a sign that read, “Speak English or Pay $10 Extra,” it drew harsh criticism. Many irate calls and unfavorable reviews resulted from the sign, which was put up at Cutters Edge in Clifton. Some even called for the store to close.

Residents were outraged; one person on Twitter demanded that they “SHUT THEM DOWN FOR BEING RACIST,” while another questioned whether the sign was permitted. The sign was condemned by a Yelp reviewer who stated, “No one should be charged just for that.”

Owner Dave Feinberg clarified that the sign was intended to convey his annoyance during a challenging encounter with a client who could not understand English. “I should have just asked them to speak English,” he said, acknowledging that it was an error.

Since then, Feinberg has taken down the sign and is thinking about apologizing. Rosemary Pino, a member of the Clifton council, blasted the sign, calling it “odd in a town that values its diversity.” “Messages like this take us backwards,” she continued.