Business Strategy - For J.Michaels in St. James It's All About Customer Service

By Pat Biancaniello

Three stores in St. James under the same roof. Each owned by Smithtown residents. Each banking on high quality and exceptional customer service to keep them in business.  

I recently visited three local shops; J. Michaels owned by Cheryl and Michael Jones, Geraci Condello Boutique owned by Madeline Grudens, and Julie’s owned by Julie Bergmann.   My question to them was how did Black Friday and Small Business Saturday affect their business?  They were unanimous in stating that there was no impact.  They all felt that people who shop on Black Friday are mall shoppers, looking for bargains and the ability to visit many stores in a single shopping day.  Their businesses are small and located on a main street in a small town, not the normal Black Friday venue.   All three businesses have developed strategies to cope with the tough economy.  Here are their stories.

J.Michaels

J. Michaels - St. JamesMichael Jones has been in the industry for a long time. He grew up in Smithtown well aware of its limited shopping opportunities for men. Cheryl Jones has an extensive background in the clothing industry as a tailor and as a buyer. Armed with their experience in the clothing industry and a healthy dose of confidence, they established J.Michaels three years ago.   J.Michaels has been located in its current building at 529 Lake Avenue in St. James for over a year.  Before this location, J. Michaels was located on N. Country Road where it developed a customer base and quickly outgrew the building.

Michael and Cheryl understand that for many men, shopping is about as much fun as having teeth pulled. Cheryl & Michael Jones - J. Michaels, St. James They also understand that there are other men who don’t mind shopping and enjoy the shopping experience. The goal at J.Michaels  is to make  shopping hassle free.

Their niche is selling high quality merchandise perfectly tailored and establishing personal relationships with their clients.  It seems to work well for Paul Valente, a small business owner of Lane Valente Ind., who lives in St. James.  He was shopping at J.Michaels and agreed to speak with me. Paul was shopping for himself. He swears by the store, “it’s convenient, I don’t have to travel far, which is very important.”  The location is a factor in repeat visits but Paul says that is not the sole reason for his allegiance to J. Michaels. His appearance is important to him, and “the tailoring is excellent.  They keep my sizes on file and they know what I have already purchased.”  

The Jones will stop at almost nothing to help their customers. They are called upon in many emergencies to deal with problems like; the jacket doesn’t fit,  a shirt needs to be altered, I need a new suit.  Sometimes clothing wears out at the most inconvenient times, like for a wedding you are attending tomorrow.  Paul Valente has  a line he uses, “Cheryl, I have a challenge for you.” 

The economy has impacted on J. Michaels’ business.  Faced with the challenges of a difficult economy the Jones made a decision to talk with their vendors.  The decision was to incorporate an additional line of clothing.  Same top brands but the line would be more affordable.  Will it work?  It seems to be working so far.  The customers coming into the store are buying.  However, the number of customers coming into the store is down from last year which Michael attributes to the economy. “Many customers are seeing a slow down in their own businesses and they may not need the extra suit, shirt or jacket.”  Also, after three years in St. James, the Jones’ have a better handle on their customers.  The customer they anticipated when they opened up three years ago is not always the customer who shops in their store.  They are seeing a lot of younger men and have adjusted their stock accordingly.     

While a majority of their customers shop for themselves, the holiday season is important to their bottom line.  Hanukkah and Christmas is the time when many people are looking for gifts for that special male in their lives.  When they come to J.Michaels and are purchasing for one of our clients we can help them select items that fit with their wardrobe.  New to the store?  They help you find a gift that you will be proud to give. Gift wrapped, and for special customers, they have even been known to deliver.

Despite the difficult economy Cheryl Jones is encouraged. “We work hard to meet the needs of our customers and I think they understand that and appreciate that.”  Paul Valente said it best “ J. Michaels is my favorite place to shop.”

(Part II to follow)