Staying true to 'Made in America'
Jen Guarino on J.W. Hulme Co. and its remarkable recovery & dedication
- Duration 8:22
- Date Sep 21, 2012
Jen Guarino on J.W. Hulme Co. and its remarkable recovery & dedication
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Our rates just on sales for talking to -- were you know the CEO of JW home.
You might even on the company long time ago.
Pull back in 1905 for their -- -- on earnings kind of -- born products but you've expanded considerably.
And rebounded particularly Andrea -- leadership so you are.
Well our company as of trillions and we've been around for 107 years and we -- like many companies in 2008.
Struggles -- nearly went out of business plan that we are back very very strongly or more employees and we've ever had.
Two times over the last three years -- hand we're seeing a real Renaissance and appreciation for our brand so what's your secret sauce.
Well you know west we have always been made me say we're still made the USA.
And with top quality and it's really remarkable the quality products are -- put out -- A sudden people -- just realizing I hope you have good quality products what is -- to -- that did it -- marketing.
Campaign now well I think that we were a little bit lucky.
Smart enough to see value in our brand with -- -- mart in there Conakry started in fashion and pay and so they brought -- on board.
And -- and consumers quickly found us there.
And it could be sort of turned into category that grew just not a fashion craze but -- a category that grew appreciating.
And well made American products so that was sort of our.
The launch of our Renaissance.
Anderson -- get right to the products they're all handmade.
There these banks that we're looking at now speaking on the iPhone 5 yeah we have little apple.
IPhone wrists slit wallet and sorts yes in fact this is -- wonderful things about being made in the USA wouldn't go quick to market -- -- sitting right next to the people that are gonna manufacture these products.
So this is iPhone cuts for -- so here's our little -- exactly the size of the I think he's got an elaborate on that both sneaky -- Leather went out whether I don't think so a nice -- this is gonna be ready as soon as the iPhone -- -- -- -- Sit in the back for client requests and -- -- -- -- its brand and absolutely.
We actually do very very well with our tech products sort of old school meets new school.
So we have iPad cases over there that's actually near the apple technology and that they turn on and off automatically when he opened the cases.
And again that its hand about whether very very beautiful it's old school but there really isn't it -- vitality and spends -- great in great confidence great idea as to how much would have this self for the iPad class -- -- -- -- -- I and the another line that's not exactly easy -- everything you want and what about the iPad came to 95 affected all of these are impossible student that your officials -- -- -- sort of personalized.
Well that's great holiday gifts absolutely speaking on the holidays -- what percentage offhand you save your business to do -- in November and December.
Almost 50% since -- -- -- -- for me ask you think think consumers OK right now is there's some pent up demand do expect to better holiday than last holiday we are ready we just shipped our first call catalogs and we're seeing astronomical sales were -- really great response to -- sales.
So we have a very bright outlook for the holiday season for sure banks and where you advertising.
You know we that we don't want advertising in that's our.
Direct mail or advertising our catalog and -- online course were out there is social media world as well and that of course are retailers are billboards for -- so.
Once again how old school you have you know he is the now the USPS yes and you did this social media it's always in -- CS I guess that's that's right -- you know you have did show that.
Inherent quality that you happen to spend about two content and audience.
I think -- anything that's really wonderful about our product since you know it's one thing to -- -- America -- move to another thing to say -- are also American sourced.
So we do our best to source our materials from domestic.
They -- -- so all of our letters are from five different tenors in the US -- and we have to really work hard to make that happen it's important to keep the supply chain really vibrant and we do our part to make that happen.
Well that's interesting because when she thinks that the drought that went on midwest is gonna affect fuel prices yes I have already are high prices have gone up.
Did they have gone up.
But in not so substantially that we can't still put a product that has a really -- perceived quality with a price point so.
Where you fungi descends to design.
Very good question.
We have artisans had been with us for decades some that are you and it it it would allow us considered learned the so on seal skins for example.
Yes and then we have if you went into our factory we have.
Some women that are twenty something they look like models they're -- stunning and they want to tax schools and they've learned V industry cut itself.
And so we have a very broad demographic and are factoring out.
Any came let me just show us one of the best which this in the special qualities about it -- I think the -- really and is really seeing this is going this is a preview of our spring to mind.
We'll see that weather is perforated.
We actually found an auto supplier that actually corporates for auto seats for American car isn't the pregnancy -- -- -- roadster collection.
And that is actually in her saddle heritage weather and again I mentioned earlier that that the hand but let me so.
The weather comes in semi naked we make the bag and then we hands -- that's what has the natural.
Wearing -- lines that you do what if you carry it for awhile looks well -- -- people pay me.
Things uncle who will vote yeah looks like a legacy he's re very how much of that -- -- that -- 18100 dollars OK and then all of our grass is solid Arnold of hardware I should say it's solid brass.
Fine as zippers.
So we have details inside likely -- key at least they can find -- he -- a very well organized inside.
They're really really high quality bag -- and they are guaranteed for life the life the back.
We take good care of them.
The roadster on the and it's the third spectator which also has perforated -- the two iPad cases there my legacy which is sort of -- We're famous for that back at the mini version of our bags and then we took the legacy and turned -- into modern backpack -- very cute and what does this -- the makers coalition.
But the makers coalition.
The makers coalition is a group of sixteen companies in the midwest and then -- recognize like Allen Edmonds shoes -- be an example.
We recognize that in order to keep our trades growing all of our companies are growing right now we need skilled artisans and they're not being trained anymore.
That might be changing with the job market being so bad a lot of people attain college graduates we'll tell me let me get skilled in it and -- trade -- that's exactly right -- -- we did is we went to.
He generally technical college in Minneapolis and we said can you help us create a program to teach.
The cut and so trade we had to prove our case to exhibit K we really have his job world growing we need these -- -- That's when do we -- February.
And that's why -- are doing so well you've taken all the steps to recover.
They yes -- have we've looked at how much of these -- -- -- growing but when -- get artisans were in trouble okay since January of 2013 the program starts.
We've been partially funded by the united way to -- the curriculum and -- scholarships.
For the -- students -- yes so it hasn't started yet.
January's -- and entertainment like that made America job creator yes training people and you openly say you had.
Let people go join recession my goodness -- closed down some of the operations well we actually got down to four people hurt her company we now have 38 so we -- -- more than recovered.
No actually going there that I -- I'm still I would guess I was actually what are those for actually.
Yeah but we've brought everybody back plus some common fact this week I just heard from the home -- we -- three more artisans for the factory.
For the holidays so we are in growth mode and we are committed to keeping -- -- very vibrant and alive especially for education.
Thank you so much think we're on we're gonna show you web -- -- plans -- more of these beautiful made in America.
Bags in -- -- an unsuccessful.
And honest CEO.
Really appreciate that.
Variable gonna go to break now and -- the back after that stay.