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Brielle Galleries founder Jacobson publishes book about his business
By Tom Dunphy When Ira Jacobson first opened the doors of Brielle Galleries in 1950, he was uncertain of the road that lay ahead of him. Mr. Jacobson admits that in founding the business he broke away from many of the conventions that retailers tended to follow at the time. “We opened our doors less than a month before Christmas; we started out in an unattractive location with no foot traffic; we used unconventional methods to attract customers and went to great lengths to ensure they were happy,” Mr. Jacobson wrote in a recent article for Tableware Today. Despite his inconspicuous location and humble start, Mr. Jacobson went on to create one of the leading retailers of luxury goods in the world, specializing in the sale of fine crystal, porcelain, tableware and high-end gifts. In his new book, “A Quest For Excellence: The Incredible Story of the Most Beautiful Store in the World,” Mr. Jacobson chronicles his experience growing Brielle Galleries from a small shore town gift shop to an internationally renowned presence in the world of luxury retail. Mr. Jacobson, now a resident of the Deal Park section of Ocean Township, recounts the transformation of Brielle Galleries from an 8,000-square-foot store with $3,000 in inventory to a 16,500-square-foot store with $8 million in inventory by the time he sold it in 1996. The book includes advice for entrepreneurs on how to grow a successful business, as well as anecdotes and stories from his years in retail. Reputed for his impeccable customer service and unique merchandising practices, Mr. Jacobson features sidebars in his book with important lessons he has learned through experience. Chief among Mr. Jacobson’s groundbreaking business practices was introducing education into salesmanship. “If you were spending $1,000 in my store, I wanted you to understand why,” Mr. Jacobson explained, noting that he took great care in educating his customers about the purchases they made. Mr. Jacobson’s book also contains stories about his famous “tent shows.” “We did 41 shows behind the store,” Mr. Jacobson said of the charitable events, noting that the events regularly hosted anywhere from 1,000 to 3,000 people with regular appearances by celebrities including Tony Randall and Jacques Cousteau. “We concentrated on children who were physically and mentally challenged,” Mr. Jacobson said of the charities he helped, adding that the events raised hundreds of thousands of dollars for the Special Olympics and the Special Arts, a program that brought the arts to special needs children. Mr. Jacobson said that he was inspired to write his book after a college professor friend tried to convince him to teach. “I’m not a teacher,” Mr. Jacobson said, adding that he felt his story could help inspire young entrepreneurs. “It’s for young people,” Mr. Jacobson said. To celebrate the April release of “A Quest for Excellence,” Mr. Jacobson will be signing copies of his book during the Spring 2008 New York Tabletop Market. The signing and a champagne reception will take place on April 11 from 5 to 7 p.m. at Forty One Madison, the home of the New York Merchandise Mart, located on the corner of 26 Street and Madison Avenue in Manhattan. Mr. Jacobson will also appear locally to sign copies of the book at Weston Galleries on Main Street in Manasquan on Sunday, April 27, from 2 to 5 p.m. “There’s a close relationship,” Mr. Jacobson said of Kathy and Stephen Weston, the gallery owners. Mr. Weston worked for Mr. Jacobson for 28 years as an artist. “A Quest for Excellence: The Story of the Most Beautiful Store in the World,” will be available at Weston Galleries as well as major book retailers and at www.amazon.com on April 1. |
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