At Work With Jefre Bridals
May 9, 2008

Name: Jefre Bridals

Type of business: Bridal and formal wear

Address: 217 Route 22 East,
Green Brook

Telephone number: (732) 968-7733

Web site: www.jefrebridals.com

Number of employees: 7

Founded: 1964

Top officer: Jeffrey Rabinowitz,
president and owner

How would you describe your business?

"We are bridal salon that caters to people the way we would want to be catered to. That is our philosophy. It sets us apart from other Bridal Salons," said Jeffrey Rabinowitz, president of Jefre Bridals.

"We are a family business. My grandfather was a tailor for the Czar who escaped from Russia after the Russian revolution with his family when my father was 2 and later opened a ready-to-wear store in America. Later my father wanted to specialize and that's how this business with bridal gowns started.

"The store specializes in gowns for bridesmaids, flower girls, mother of the bride, and prom dresses. We also carry a full selection of headpieces and veils and accessories, including shoes. We also rent tuxedos.

"We specialize in Orthodox Jewish weddings and their bridesmaids because every one needs to be covered up. We know exactly from our background what you have to wear. It's the same (to be covered up) in a Muslim religion.

"We have a huge selection of wedding and bridesmaid's dresses and will order any dress we don't have from the manufacturer.

"We can take care of all the formal wear so the bride don't have to worry about that aspect of the wedding. We even have special packages discounting up to $75 for purchasing and renting the necessary items from us."

What makes your business special?

"Our service is special. We have seven employees and three are seamstresses. We can get any dress available from any manufacturer and with our expert tailoring the gown will fit perfectly. Nothing walks out of the store without the expert tailoring to have the gown fit. A customer has as much time as they need to make sure they are satisfied with the fit of the garment.

"We have a lot of people who come in and say, 'I got this dress over the internet. It doesn't fit. What do I do?' They don't realize that there's more to do than just looking for the lowest price. People don't understand.

"We get a lot of business because of our service. People come in and tell us, 'I saw this dress but I don't live in the area. Can I get it from you?' We order it from the manufacturer so when the dress comes in  they will get the proper fitting.

"We also don't sell on commission.

"With all that service, we discount our prices as well so it's affordable. There is something for everybody."

What goals do you have for the business?

"I would like to grow to keep up with the economy but not have too much business, where I can't service my customers."

How has your business changed?

"We are a family business started by my father. At one time I had four stores but I closed them down because we weren't able to service everyone. I was trying to be every place and I couldn't be. There were just too many problems. This is a business where the owner can't be absent. You have to be hands-on all the time. You have to be with your customers."

What was your most important deal?

"Every customer is our most important deal. Word of mouth generates a large part of our business. Because people will ask 'Where did you get you're dress?'

"When they learn about Jefre Bridals they keep the name in mind as a place they will shop. Another important deal is being listed on the Web sites of most of the manufacturers of bridal gowns."

What changes do you expect in your business in the next 10 years?

"In fashion, I expect the changes will be in the styling of the wedding dresses to include more gowns with cap sleeves. The designers are now starting to show sleeves, because we call the manufacturer to put on more cap sleeves because of customer request. People like the style.

"If the magazines show sleeves on gowns, they set the style.

"Other changes in the business include less stores providing the seamstress services I do. A lot of people in the business have given up on these services. They don't want them because there are a lot of problems in finding seamstresses. So many Salons don't provide them. But that's why my business is growing because clients want and need the tailoring service."

What is the most important thing you've learned in your business?

"We want to help a customer the way we want to be helped and that means telling the truth about how the garment looks on the customer. If a style doesn't do anything when it is worn by the customer we will tell them how they look. Even if we loose a sale we will tell the client it doesn't look good on them. We will say, 'In our honest opinion we have other dresses here that will fit you figure better than what you have on. What is being worn is not flattering.'"

What advice would you give to someone considering your line of work?

"I wouldn't advise them to come into this business. It's too many hours that you have to put in — It's not a 40-hour-a-week job. Growing up in the business I don't know any different. But in today's world it's different."