Hall of Fame - Joe and Rachelle Friedman
The same initiative got J&R back on its feet. "In some respects, we knew we should have been closed longer [after September 11]," she admitted. "But we wanted to reopen as soon as possible." That happened on October 22 for a Microsoft product launch for which a baseball-capped Giuliani showed up to greet customers. She added, "On October 21, the street was empty. But the next day, the street looked like it does today."
Friedman remains confident in CE: "It flourishes when the economy is hurting because people want to cocoon. Home entertainment is really a cheaper option to taking an expensive vacation. That's why I always say we're in the best business." While Friedman has made sacrifices to stay in lower Manhattan over the past two years, she said that customers and vendors have been good to J&R.
She attributes it to something she and her husband started doing 32 years ago: Treating J&R customers the way they themselves would like to be treated.