Elves on the shelves — and ladders and roofs
Jordan Vielluex hangs lights at a Collierville home Nov. 7. (Patrick Lantrip/The Daily Memphian)
Jack Alberts and Jordan Veilleux wanted to start a business setting up Christmas lights in the Memphis area, but they had a problem. There was a lot of competition, which meant they needed to find a reason for people to pick their service instead of similar ones other landscaping companies already offered.
One night as they brainstormed ideas, Alberts’ fiancee Nicole Ungaro joked they should wear elf costumes while they install the lights. At first Alberts and Veilleux laughed. But as they thought about it more, they realized she might be on to something.
“It was one of those laughing but serious moments where you go, ‘That’s actually a fantastic idea,’” Alberts said. “The more we thought about it, it was a really good differentiator.”
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John Klyce
John Klyce is an enterprise reporter with The Daily Memphian who writes a wide range of in-depth features, as well as profiles about local leaders, scientists, musicians, artists, entrepreneurs, and anyone else doing exciting and important work in this city. He previously spent four years with the Memphis Business Journal, where he covered public companies, startups, and innovation, and a fifth year with The Commercial Appeal, where he covered education, and chronicled how gun violence and poverty were affecting Memphis youth and their families. He has also been a fellow with the Institute for Citizens and Scholars. John has a B.A. in journalism from the University of Memphis and an M.F.A. in creative writing from Boston University.
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