By Ginny Raue
WEST MILFORD — West Milford residents who have been around town for years may have known the new CDNJ Quality Services by several names and several different business models. Owner Joe Russo is still at the helm but as of Jan. 1 he changed his business over from a retail store to a service facility.
Russo began his business career in town in 1975 as West Milford Stereo. By 1978, the beginning of the home computer age, the shop turned over to a Radio Shack associate store, dealing with computers, audio equipment and electronics. The main business was computers but you could also buy your computer desk and office chair at the same location.
“I started in computers in 1978. The people who bought the computers knew more about them than I did," said Russo. "I came out of the hi-fi stereo age. There was something going on in the computer business and, through my relationship with Radio Shack, I was exposed to what was happening.”
At that time a computer cost $699 and the wait time for delivery was long. By 1981, the store changed over to Computer Discount of America. At this time, Russo was blessed when computer tech Mike Andres joined his team. Andres is still with him and remains a most valuable asset to the business.
Russo’s son, Michael, was also on board for 19 years, a saving grace to his father. Now a husband and a father himself, he recently moved on to another career.
Through the years Russo made a name for himself and became a recognizable face through his TV commercials. “We build ‘em right and we keep ‘em working” was the jingle, a three-part harmony ad that implanted itself in the lining of your brain and remained there for hours afterwards. The point of the ad, it’s assumed.
Time moved on, the economy changed and three years ago Russo dropped the Radio Shack brand. Even though he was a top Radio Shack dealer, store traffic decreased with the advent of on-line shopping.
“People were turning away from conventional shopping,” he said. “With rent and taxes, running a retail operation is so much more difficult now due to the economy. That model doesn’t work anymore,” he added.
So after so many years, still enjoying the business and wanting to continue to serve the people of West Milford, Russo has made a new leap – from a full retail store to a primarily service business.
“We don’t intend to leave. We may move, but stay local. Or maybe there will be someone interested in taking over some of the retail space,” he said.
So what can customers expect at the new CDNJ Quality Services? Quality service, for one thing, with on-premise support – no telephone calls to far off lands. New and refurbished PCs will be available for sale as well as on-site installations, training and peripherals. They will still be handling the sale and installation of camera surveillance systems and Keystroke Point of Sale.
CDNJ Quality Services will service all PCs at reasonable prices, those bought from Russo or purchased elsewhere. The shop can order specialty items at competitive prices and have them in house usually within 1 to 2 business days.
Russo is adapting, changing with the times and remaining in the business he enjoys in the town his store has called home for nearly 40 years.