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Asian World of Martial Arts Company Spotlight
by Edward Pollard
There's an American flag encased in glass on the wall of the Asian World of Martial Arts showroom in Philadelphia that used to fly over a tent that served as a gym
in Iraq. A retired sergeant riding a motorcycle from Pittsburgh made a special stop to deliver it before continuing to Washington, D.C. His captain had once
asked the Ciukurescus, the family that owns the business, to send some equipment for his troops to use. The sergeant wanted to let them know how much it meant
to his men and how it boosted morale. It all started with a simple e-mail and a phone call.
"It's easier to communicate with people all over the world now, more so than in the past," George Ciukurescu says. "We're able to fulfill requests and orders so
fast because of the Internet and our Web site."
If there's anything that exemplifies what Asian World is about, it's the company's focus on personal contact with the public. In today's customer-service-is-everything
environment, the Ciukurescus are well-versed in making their clients feel like cherished neighbors. When I called, I'd hoped to speak with one sibling and ended
up with all three on a conference call, jostling to share stories about loyal customers who've dropped by for a visit.
Georgette Ciukurescu, who started it all, and her brothers George and Steve obviously love doing business. Although none of them practices the martial arts, they've
dedicated themselves to providing the best products for those who do. Launching the company in her home and then expanding to a 300-square-foot storefront on
Broad Street with no electricty, Georgette and her brothers moved to increasingly larger spaces as their revenues grew.
"We can't help but smile and be proud of what we've accomplished," Georgette says. "It proves that if you demonstrate to the public where your values and beliefs are,
you should be successful. It's great feeling of accomplishment."
The siblings are proud to have their roots in the City of Brotherly Love. "One early store was in Chinatown," George recounts. "The Liberty Bell was at Fourth and Arch, and we were at 10th and Arch. That area houses Independence Hall, where the Declaration of Independence was signed. Ben Franklin founded the first post
office there; the first bank is there, the first church and Betsy Ross' house. We had to move from that neighborhood because our business was expanding."
One of the keys to the company's expansion was customer care. "I think the most important thing is just meeting people, making friends and finding out what their
story is," Steve says. "We have direlicts that come in as customers; we have rich people who you wouldn't know were rich. Everybody who is into the martial arts
comes through our doors."
"We have the Mummers Parade here," Georgette adds. "One year, they came in and bought a slew of ninja uniforms. Three hundred ninja were marching up Broad Street
on New Year's Day, strutting their stuff in freezing weather with wooden swords. It was like Mardi Gras done in Philadelphia style."
During Asian World's nearly four decades in the business, the company has stood as one of the staunchest supporters of the martial arts. "We've been with Black Belt
for 38 years," Georgette says. "When I went back and looked at our first ads, I could have cried. I was just beginning from scratch and didn't know how to present
an ad."
"It was put together with crayons," Steve says, ribbing his sister. "There's always a challenge, but there's always a solution to the problem. You just have to look at everything and face the challenge." It's not all that different from training for your black belt, he adds.
This article courtesy of Black Belt magazine. |
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