The Secret is Service!

CAROL CAIN — MACOMB: Service is secret to fighting Goliath-like stores

January 20, 2005

BY CAROL CAIN
FREE PRESS COLUMNIST

It isn't easy being a small-business owner, especially when facing megawatted competitors like Home Depot and Lowe's, but Rose Andre is more than up to the challenge.

Andre, who runs D.C.F. Ceiling Fans and Lighting on Van Dyke in Utica, has had success in the home-improvement business.

She began in 1980 with a Roseville store that focused exclusively on ceiling fans (it has since closed). More recently, she has expanded into offering full-service lighting products.

The secret to her success?

"Service," says the feisty fiftysomething Andre. "People need to realize there is a difference between the quality and service that can't be obtained at those other stores."

Though they may have the luxury of larger advertising budgets, those "marts," as she calls them, can't come close to matching her store's services, she says.

Andre co-owns the store with her husband, Tom Andre, a retired Chrysler executive.

A recently launched service offered by D.C.F. that has caught on with customers is "the 4-hour lighting decorator," where she or one of her employees comes to a customer's home -- free of charge -- and helps improve the home's lighting presentation and needs.

Though she still sells ceiling fans, she branched out about 18 years ago after seeing that the lighting presentation and fashion business was the wave of the future .

Still, she harbors little doubt where her heart lies.

"The ceiling fan is still my baby, no doubt about it," she adds.

To contact D.C.F. Ceiling Fans, call 586-739-8410.

ST. CLAIR SHORES: What's a restaurant on the waterfront geared toward boat enthusiasts to do when the river freezes over?

Simple: Throw a party.

Or in the case of Jack's Waterfront Restaurant on East Jefferson in St. Clair Shores, not just one party but as many as they can dream up.

The restaurant is owned by brothers Thomas and Michael LeFevre. They hold special events year-round. But during the winter, the burden falls on them to come up with creative ways to bring out customers.

On Jan. 26, the restaurant will hold its third-annual Bachelor and Bachelorette Auction Party, where customers bid on dates and money is raised for Children's Charities of America.

On Feb. 6, the restaurant will hold its Super Bowl Blitz party.

"Business does slow down," during the winter, "but thanks to some creative menu marketing ideas and special events, it isn't as big a slow down as you might think," says spokeswoman Christine (CK) Kotila.

They are planning a big splash in April to mark their 11th year in business. Details are being worked out, but she promises a big gala.

For more information, call 586-445-8080 or visit www.jackswaterfront.com.