2125 Holliday
Wichita Falls, TX 76301
(940) 767-1449 or
1-800-777-1221
Fax (940) 322-5040

E-mail: aeblind@aeblind.com

Same family, same place …
A&E Blind and Awning 60 years old

Building a niche
Tim Thomas, director of the Small Business Development Center at Midwestern State University, painted a clear picture of A&E Blind and Awning without knowing all the little nooks and crannies of the business.

Learning that A&E has not only survived but succeeded 60 years at one location and under one family’s ownership was all Thomas needed to know to draw his profile, one that he says is pure textbook.

"First of all, I’d bet they have kept good records from day-to-day, week-to-week and year-to-year," he said. "I would bet they are flexible and not set in their ways. I would think they’ve had a dynamic strategic plan for some time.

"A&E Blind has a niche, but face it, there are lots of places people could go for blinds. It is a company with a solid reputation and my guess is their strategic plan says to take advantage of your strengths and work hard on your weaknesses.

"It’s pretty incredible for a business to accomplish what it has," he added.

Ted Buss

Times Record News

Considering about 60 percent of small business starts fail to survive beyond four years, it is noteworthy in today’s time of mass retailing and a global market when one can celebrate 10 years in business.

And if one makes it 10 years, how do you salute one that lasts 20 years?

How about 30 years . . . 40 . . . or 50 years?

Truly remarkable is what it would be.

However, what do you do for the business that not only lasts, but excels for 60 years and in the same location under the same family flag?

One thing, just for a week, you could change the name of Holliday Street to A&E or Elam Road. Incredibly, A&E Blind and Awning – and more recently, Glass & Mirror – will count their blessings and set fire to a cake later this summer in celebration of 60 years of quality goods and services at 2125 Holliday.

It was in the summer of 1939 that Sid Agee and John T. Elam expanded to Wichita Falls from Fort Worth and by 1944 Agee and Elam went their separate ways but the name – A&E – stuck. And J.T. Elam began lacing the city of Wichita Falls with his superior quality wood venetian blinds.

J.T. has long since passed the reins of leadership to his son, Ty Elam, but he still works a few hours a day. He still reminds Ty of the time he miscalculated a home’s window size and the blinds came up about two inches shy of perfect.

It happened about 35 years ago when Ty was working his way into the business. They laugh about it now but redoing blinds for an entire house in 1960-something was no inexpensive task for a young business that used a sharp pencil to stay in the black.

"It’s a family joke now," said Ty, "but it wasn’t so funny at the time. I did learn, however, if you are going to make a mistake in measuring, it’s better to be long than short. But really, my dad wasn’t upset about it. Actually, I’m harder on myself than he ever was. Working alongside him all these years has been great."

A&E Blind and Awning is a true family-owned and operated business. J.T. ran it the first 30 years and Ty has been in charge the last 30 years. Randy Ketner, a cousin, is vice president and Jerry Elam, another cousin, heads up the new Glass and Mirror showroom.

A&E is a complete blind, awning and window treatment business. It has remained on the cutting edge of technology and has outlasted numerous competitors since the 1940s.

"Keeping up with technology certainly has been one of the reasons for any success we’ve had," said Ty. "Another is customer service. A satisfied customer is OK but having a ‘delighted’ customer is much better."

He offered one example of how delighted customers can turn into win-win situations.

"Several years ago," he said, "a customer bought a $5,000 to $10,000 garden room from us and (as a good business practice) I asked how they happened to choose us."

The couple told Elam that some years before they brought a blind in for repair and were impressed by the service and courtesy.

"It was really a small matter," he said. "We fixed it and sent them on their way and didn’t see them again until they came in to look at a garden room. We believe if you are faithful in small things, you will be rewarded by other things. Our family and business has truly been blessed."

A&E does have a plan for business success that it has closely followed for decades. Elam listed four main points:

1. Be involved and pay attention to day-to-day operation.
2. Be customer focused. A satisfied customer is OK. A "delighted" customer is great.
3. Provide employees a good work environment and relationship.
4. Keep up with new technology and trends. If a change in product lines is necessary, do it.

Remaining status quo has never been an option for A&E Blind.

"We have an employee who worked for a local blind company that was competitive for a good number of years, but they are out of business now. It is because they didn’t stay up with the times," he said. "You have to keep up with new technology. We have a new generation of customers who are not interested in things the old customers want, and you have to be prepared to serve both."

Elam said he has hasn’t considered how long the business will continue in family hands. He and his wife, Joy, are led by faith.

"I don’t see any change in the business in the immediate future," he said.

A&E Blind and Awning moves toward the next century, focused on new products and delighted customers.

Business editor Ted Buss can be reached by calling (940) 767-8341 or (800) 627-1646, Ext. 536; or by e-mail at tbuss@wf.scripps.com.