Retro Fits

It’s always great when a plan comes together.

Nick Blumer got into the personalization business after spending four years in the United States Marine Corps and 16 years in the Air National Guard, as well as performing network security and HIPAA compliance at a nationally recognized healthcare clearinghouse. When the company he was working for was sold and downsized during the pandemic, Blumer built an online company that sold hats, T-shirts, coffee and accessories. One day, his accountant let him know that there was a business for sale in Sioux Falls, South Dakota, that might be a great fit for him and his family.

Retro Fits

JD’s House of Trophies is reinventing a legacy business.

Myrna Traylor

(Originally printed in the September/October 2023 issue of Insights.)

It’s always great when a plan comes together.

Nick Blumer, center, decided to buy the business with his wife partly because of its strong historical ties to the industry.

“I was notified by my accountant—who just happened to also be the accountant for JD’s House of Trophies—that the owner was looking to sell,” recalls Blumer. “We were introduced and found that we were both Marines. When I looked into the business, I saw that there hadn’t been a lot of updating over the past 10 to 15 years. They had very little online presence, and with my experience, I felt that I could update many things and move the company forward. My wife, Kellee, and I made the decision to buy the company in large part because of its strong ties within the community and the awards industry.”

That tie was special: JD’s House of Trophies was, in fact, the business birthplace of what would become JDS Industries. “JDS Industries started here with this retail shop back in 1973,” says Blumer. “We felt with the history, the strong clientele and my background, we could bring it to the next level.” JD’s House of Trophies is still in the same building where it originated in 1973. Blumer describes the operation as having a warehouse aesthetic.

“Last year, after we purchased the business, we did a complete remodel. We redesigned the showroom, built an additional office and knocked down a few walls to expand our production area and capacity. Every area has a more modern and updated look and feel to it.”

The showroom is designed to give customers an idea of the range of products available in-house as well as items that can be sourced. Blumer put a lot of thought into setting up displays that show as much variety as possible without being overly cluttered or daunting.

“We utilize our new websites and catalogs for additional product sourcing and for the customers to look through,” he says. “JD’s House of Trophies’ new website allows both local and national customers to not only check out our offerings, but to make their purchases online as well. We have our main retail website and a sister site for large promotional product orders, such as bottle openers, pens and hats. We did an order for embroidered blankets for a local hospital, and we’ve done items like teardrop flags or pop-up stands for customers to display at conventions and events. We have a full offering of services to meet our customers’ needs.”

SMOOTH OPERATION

Blumer, as president, oversees operations, and Kellee is instrumental in assisting with bulk customer orders. She also handles some social media and the organic, word-of-mouth marketing that so many businesses still depend on. But Blumer is a fan of the reach that the store’s websites provide.

Inside the showroom at JD's House of Trophies

The shop has also started using the same kind of promotional items they sell to their customers to advertise for themselves. “We made some promotional pens for the store,” Blumer says. “Customers will come in and say, ‘I really like your pens!’ and I tell them, ‘Well, take it, and if you ever need any for your business, let us know. We can do that for you.’”

Blumer says that there doesn’t seem to be any item that JD’s House of Trophies doesn’t personalize. “I’m sure there is something, but I haven’t found one yet,” he says. “My production director, Teisha Lynch, has been here for 21 years. Since I am new to the industry I really lean on her expertise. She’s the brains of the operation and has been doing this for a long time. Her experience in every facet of production is incredibly valuable. Not only does she work with our customers to help them design their awards, but she has been responsible for creating and assembling their orders for over two decades.”

Above, right, Teisha Lynch, production director

Blumer can’t emphasize enough the importance of having a great team. “Teisha is always up for a challenge. Her creativity and knowledge of the processes and products allows me to have some big ideas. I’ll tell her what I’m thinking or what I’d like to do, and she will help me figure out how to make it happen.”

JD’s House of Trophies has an array of equipment in its production area that allows the company to give plenty of options to its customers, including two laser engravers, a rotary engraving machine, a sandblasting unit, sublimation equipment and a UV printer. They also have a large trophy-building area where they have a multitude of saws, drills and hand tools to fabricate all sorts of custom items in-house.

A DEDICATED CUSTOMER BASE

Currently, Blumer says that about 99% of his customers come through the retail storefront, and a large portion of the most recent sales have come from traditional plaques. “I could spend a good hour discussing the various types of plaques we are able to do—retirement plaques or recognition plaques are a great item to present to any employee or staff person to show appreciation,” he adds. “We have also done quite a few full-color sublimated plaques for various tournaments and similar events, as well as to honor first responders and military service men and women.”

The standard award has expanded to include acrylic, glass and crystal items, as well. “Many of our customers are looking for items that will stand out and convey the appreciation and recognition that the recipient deserves,” Blumer says. “One of the first things I learned in production was sandblasting, and the finished pieces that we create are truly some of the most beautiful awards you could imagine.”

Blumer says that in addition to the traditional awards segment of the business, gift items like drinkware have become extremely popular. JD’s House of Trophies has seen quite an uptick in items like whiskey, beer and wine glasses; tumblers; water bottles; and drink holders. “Not only do they make great gifts, but they are also an excellent way for our clients to promote themselves and their events.”

Nick Blumer with his wife, Kelle, and son Austin

Their flexibility and product range are serving the business well. “We’re growing steadily,” says Blumer. “Last year we grew 11%, and this year we’re up 26% year to date.” Blumer is proud that even though their new, updated website is just over a year old, it is generating about 5% to 10% of their orders, and that number will continue to grow as more people find them online.

BEST NETWORKS

Blumer sees key advantages to participating in groups where he can learn from others and share his experiences. JD’s House of Trophies is a member of the Sioux Falls Chamber of Commerce, the South Dakota Retailers Association and the Advertising Specialty Institute, whose members specialize in promotional products. “And we’re just about to get certified as veteran-owned and a disabled veteran-owned business,” Blumer says. “I’m going through that process as we speak.”

Blumer has also joined the APA, having attended the Expo in February, where JD’s won the Small Business Retailer of the Year award. “I found my APA membership extremely helpful. My goal is to have more time to be active in the organization and become more involved,” Blumer says. “Their community is great. If we’re looking for a specialty product or service, I can go out to the community, and we generally get feedback very quickly.”

VISION FOR THE FUTURE

“We’re a small business—family-owned and operated. I have three full-time and four part-time employees,” Blumer says. “It’s a lean shop, but with our growth we will continue to hire people who are committed to excellent customer service with a desire to expand our business.” He adds: “We are really striving to be the leading provider of custom awards, trophies, engraving and promotional products in the region.”

But Blumer, his family and staff have more than business in mind when they work on their products. “We have strong ties to the community,” Blumer says. “We like to celebrate and acknowledge the accomplishments and successes of individuals and organizations by creating a one-of-a-kind award. We want to convey that recognition and inspire the joy that someone might feel when they receive that honor.”