CARDS page 39
quality merchandise at the best
possible price," said Leonard
Zucker, 35. "All dour greeting
cards are 50 percent off retail,
and as we've grown, we have be-
come a headquarters for party
supplies as well."
By relying on greeting card
companies — ImageArts, Mad
Hatter, Paramount — to cap-
ture a moment which is memo-
rable and emotional between
sender and receiver, the 112 Off
Card Shop concentrated on in-
store presentation.
During the early years, the
company sold cards and little
else. But as professionals be-
came tied to a shifting business
environment which dictated
working more and earning less,
discount retailers like the 1/2
LARGE SELECTION
the average person receives
cards per year, seven of whit
are birthday cards. The pop
larity of greeting cards is track
to 19th century England, whk
the advent of cheap, efficiei
color printing and low posta
rates made it easier for peop
to send sentimental reminder
To keep costs down, the 1
Off Card Shop purchases i
cards directly through the ma
ufacturer. The direct-buy co
cept eliminates services usual
provided by account represe,
tatives such as creative di
plays, returns, orders an
re-orders.
While it took three years for
the firm to open its second store,
expansion exploded after 1990
when 28 stores were unveiled,
Now AVAILABLE!
:
Rinke Cadillac invites you to experience how the
all new DeVille & DeVille Concours is creating a
higher standard of performance, comfort and safety.
TEST DRIVE THE DEVILLE TODAY!
CADILLAC
CREATING A HIGHER STANDARD
Steven Zucker, Bill Zucker and Leonard Zucker show off a Chanukah display.
Off Card Shop have grown in
popularity.
While its name says other-
wise, the company offers party
supplies like plates, napkins,
cups, cutlery and candies. Shop-
pers can also find gift wrap, or-
naments, limited edition
collectibles, balloons, novelties,
catering supplies and imprint-
ed invitations, napkins and rib-
bons.
"Between 90 and 95 percent
of all greeting cards are bought
by women, so we've tried to ex-
pand on that by offering more
alternative cards which don't
stick to a set poem," said Steven
Zucker, 34. "The three of us also
work well as a team. If we
didn't, we wouldn't have lasted
six months."
According to industry figures,
including 10 in metro Detroit.
In recent months, the company
has held back on opening more
stores in order to broaden its
management base.
"We don't want to over-ex-
pand and then be embarrassed
by pulling back," said Bill. Zuck-
er. "If we continued to grow at
the rate we were, it would have
been absolute chaos. We plan
to open several more stores next
year, but we'll stick to Michigan
and the Midwest.
"The big reason for our
growth is the different lifestyle
of today. People are willing to
spend money to stay with
their guests instead of being
stuck in the kitchen. And that
means disposable party sup-
plies. Besides, everyone loves a
party." El
*GMAC SMARTLEASE 24 months. First pymt. plus $550 ref. sec. dep., $2,000.00 down plate of transfer fee due
on delivery. 4% state tax additional. Mile limitation of 30,000. 10b per mile excess charge over limitation. Lessee has
option to purchase at lease end. To get total payments, multiply payment by number of months.
R
INKE CADILLAC
I— 696 AT VAN -DYKE
A
eneral
Family
0)
0)
m otors
0)
,,,„„. 191
CC
LU
7 5 8 — 1 8 0 0
CO
If traveling west on 1-696, exit Hoover, follow Service Drive to RINKE.
If traveling east on 1-696, exit Van Dyke; take second bridge past Van. Dyke over expressway to RINKE.
41