Carole Ziemendorf had spent 34 years of her life involved with sales, sewing and health care, both in caring for patients and as a business manager for a variety of clinics and hospitals. Her husband, Jack, had grown up in a family retail business and also spent 20 years working for Sears. Ultimately, their desire to own and operate a business of their own led to their purchase of Jan's Uniforms in a strip mall in Crystal River, Fla., in 1996.

Jan Robertson, the former proprietor, had operated the business for 17 years and was looking forward to retirement. For years, her store had enjoyed a virtual monopoly of the uniform business in the area, so she was free to mark up prices as she wished. At the time they purchased the business, Carole and Jack didn't realize the reputation for high prices that Jan's had earned.

" 'Superior customer service at a fair price' was our motto from the beginning," reports Carole, "and we dropped existing prices by 15-20 percent right from the start." Ziemendorf is quick to give her husband all the credit for targeting correct price points based upon his sales' and retail experience. "We soon became known for meeting mail order house pricing and proving the importance of good service," she says. Changing the name of the business was another action that Carole and Jack intended to take when they felt the timing was right.

In 1998, after owning the business for two years, they changed the name of their operation to Career Choice Uniforms. "If you have purchased an existing business with any image different than that of the one you wish to portray," reflects Carole, "you will not become known in your own right without a name change. Many people still held the impression that Jan's Uniforms was synonymous with high prices."

The name Career Choice Uniforms was chosen, in part, because the initials would be "CCU." Carole explains, "Health care workers are familiar with these initials and would find them easy to remember and, hopefully, write on their checks." Their new logoøred, white and blue with a gold starøwas selected to honor both Carole's and Jack's patriotic spirit as well as her late brother who served in the military.

The new name and logo were part of a store-wide marketing strategy designed to impact the entire business. All of the store's signage was changed, including a large exterior sign that could be easily seen with the bright, bold colors. The staff was attired in shirts embroidered with the new logo. The store was rearranged, new stock brought in and special sales were held to introduce the new image. Everything in the store was color-coordinated and now carried the Career Choice logo, down to the stationery and business cards.

The Ziemendorfs promoted the makeover prior to the actual change. They ran a full-page newspaper ad to alert the general public. Carole distributed fliers in physicians' offices each morning before opening her store. Direct mail pieces were sent to their existing customers, who responded positively to their new pricing and service goals.

Carole and Jack saw an immediate impact on the business, including additional walk-in traffic. They believe changing the name to Career Choice was a wise business decision and was the final step in not only eradicating the residual image of the store's prior ownership, but also establishing their own imprint in serving the health care profession.

Believing in the value of direct mail, Carole Ziemendorf maintains a detailed mailing list of all her customers, including their color and style preferences, favorite manufacturer, special needs and birthdays. She builds close relationships with her clientele and touches base with them often, giving each of them personal service. Career Choice also runs monthly and quarterly sales. "If you think about it," Carole explains, "you can come up with an excuse for a sale every month of the year."

A talented clothing designer and seamstress in her own right, Carole Ziemendorf began creating her own wardrobe at the age of 10. This expertise enabled her to offer custom alterations and repairs in their store from the beginning, although they have since hired someone to take on those responsibilities. Carole's love of working with fabric and fashion has contributed greatly to her enjoyment of the business. This year she tied for 1st place to win the White Swan*Meta denim design contest. "It was just for fun," Carole says modestly. In 1997, she and Jack purchased an embroidery machine although Carole admits it has been hard to find time to use it.

In 1999, the Ziemendorfs opened a second store in a nearby town, taking over one they had previously considered buying. One year later, plans are in the works for the expansion of the second store as well as future relocation of the first. Ask Carole what she would do if she had any spare time and she says, "Open a third storeøof courseøright after we get a vacation!"
Career Choice Uniforms has been awarded "Best of the Best" by local voters, although Carole and Jack laughingly kid about it, knowing how easily the vote can be "fixed" by loyal customers.

With their customer base growing at over 1,000 per year, they still feel service is the first key to success. Fair prices, quality merchandise and a good selection are equally important, as are all aspects of industry education.

One type of education Carole believes everyone should take advantage of is networking with other retailers. "Everybody has something they could learn from someone else every day," she notes. She consults with other retailers in Florida and plans to keep in touch with several retailers she met at the Professional Apparel Association (PAA) trade show in November to share ideas and advice.

The many retailers with long-term experience she met there were knowledgeable and helpful for all "first-timers" like Carole. "The seminars were extremely informative," she relates, "and the expertise of the speakers was well conveyed. Their books, tapes and handouts will be good reference for months to come. The vendors and representatives did a wonderful job of working out problems and displaying merchandise.

"When people ask us now if we would have done anything differently," says Carole, "we tell them we would have gone into business together sooner." She believes finding and doing what you love is the key because then making a living is never really work.

For more information, contact Carole and Jack Ziemendorf at Career Choice Uniforms, 6348 East Waverly Street, Inverness, FL 34452. Phone: 352-344-4880; Fax: 352-344-9892.