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W. J. Bullock became the successor to W. W. Hullfish & Lewis Crans when he purchased the business on October 10, 1898.

From: Newark, The Metropolis of New Jersey At the Dawn of the Twentieth Century
Progress Publishing Co. 1901

Mr. W. J. Bullock, who in 1898 succeeded to the undertaking business established over forty years ago by W. W. Hullfish, is a native of Utica N. Y. He is the son of George Bullock, whose busy and useful life ended at the age of 80 years, sixty of which had been spent as a contracting house painter, in which line he was long a leader in Utica, having been also a dealer in painters' supplies. After acquiring a good education in the public schools and in the Utica Academy, W. J. Bullock, following in the steps of his father, became a decorative painter in which trade he not only excelled personally as a practical master of his art but in which he built up a very successful business in Fremont, Nebraska, where he established in 1879. In that city he conducted a supply store for decorators and painters and contracted extensively, employing from twenty-five to thirty men.

The boom in Fremont having to some extent subsided, Mr. Bullock accepted a position as salesman with Reynolds & Devoe, the largest house in America dealing in painters' supplies and traveled territory west from Chicago. He continued with this firm half a dozen years when he left their service and came to Newark, making his home in East Orange. He purchased the undertaking establishment of which he is now the proprietor, October 10, 1898, from the heirs of Lewis Crans a month after the death of the latter who had gone into partnership with Major Hullfish about 1885, and who had succeeded to the business when Major Hullfish died in June, 1897. W. W. Hullfish for a long time Major of the First Regiment N. . N. G., was born in Princeton N. J. Having been for many years sexton of old Trinity Church, he had the confidence of many wealthy families of the city and was patronized to a great extent by that class of people, thus enabling him to build up a strictly high class establishment in a business way.

Fortunately for the community the business is now in the hands of a man equally honorable. Mr. Bullock, who is consistent member of the East Orange Baptist Church, is doing work that is fully in accord with the past reputation of this old house. He was fully prepared for such duties, having had experience in this line while in Fremont. Mr. Bullock's artistic turn of mind and his thorough training in all that pertains to decorations are the inestimable value in his work as an undertaker, nothing unbecoming or out of p0lace in floral offerings or in any of the numerous details necessary in arranging for a funeral having ever been seen in ceremonies conducted by him. Of greater importance, however, than the qualifications mentioned, is his tact and his ability to see immediately what is best to be done when his services are required, even under the most trying circumstances, his presence invariably contributing to the relief of a bereft family. He is skilled in the preservation of bodies having a practical knowledge of the art of embalming. Mr. Bullock is a member of the I. O. O. F. childhood in Rahway, though he was born on Staten and of the F. & A. M.