In 2002, the Herend Guild launched a new program to recognize outstanding achievement among its authorized retailers. The "Preferred Retailer" status denotes those stores that, through their knowledge of Herend, superior customer service, and other efforts on behalf of the Guild, signed up or renewed a certain number of members. Upon attainment of Guild Preferred Retailer status the store is granted special privileges by Martin's Herend Imports, Inc.

Tiara Galleries of Rockville, Maryland ranked number one among Guild Preferred Retailers. Indeed since the Guild's inception Tiara has consistently been one of the top Guild retailers in the country. The thriving store, owned by Irv and Kate Losman, has been in Irv's family for 42 years and an authorized Herend retailer for fifteen years.

Irv and Kate were initially attracted to Herend by the quality reputation of the product and the company. "Customers can buy hand-painted, 24-karat gold with history at a value," explains Irv. "The loyalty [that] customers have to it is amazing."

They were eager to support the Guild upon its creation in 1998. Irv says, "We respect the concept and the opportunity to communicate the art work we really love. . ..It becomes a golden opportunity for people who are counting Herend as part of their treasures."

Kate adds, "I have to credit Herend for creating adorable animals [for the Guild]. ...Of the other guilds we have dealt with, Herend has been one of the best."

Irv's favorite pattern is "Queen Victoria" and his favorite figurine is the magnificent running "Cheetah". Kate says that there are so many wonderful patterns and items from which to choose, but the special-import "Rothschild Bird with Green Border" is her pattern of choice and her favorite figurine is the Guild's "Mother Asian Elephant". They understand that, like them, Herend collectors have strong emotional connections to the product, and by talking with their clients in depth they discover the clients' preferences and needs.

This knowledge of their customers is just one factor in Tiara Galleries' success. The store continually changes its merchandise to offer the right product to the right person at the right time. It takes a great deal of hard work; Irv is in the store seven days a week. It's like a living museum [and] we're the docents. . .We have to explain and talk about everything," he states.

"Some of our customers have been coming to us all their married lives," Kate adds, "a tradition we take great pride in."

Their hard work has paid off. During a recent presentation at the Plaza Hotel in New York City, Tiara Galleries received an award of excellence from more than 400 retailers from all over the country, Irv shared with them the secrets of his success. "Be proud of what you do. . .realize the customer is your best asset. . .Important milestones and events like birthdays and anniversaries are perfect for collectors . The concept becomes a family tradition. . .Recognize your obligation to the customer and the importance of where your efforts are going."

What is the key to signing up so many Guild members? "The more successful the Herend Guild is, the more successful Tiara is," Irv explains. ". . .[The Guild] is an incredible opportunity. Know the people coming to you. . .we have relationships with those customers based on trust. However, new people coming in still need to be told about [the Guild]. It's very important to understand the membership concept and the value of it. ..Many long-time customers are used to being part of many different clubs, but there's a whole new group of collectors who haven't had experience with collector's clubs and guilds."

Irv and Kate are planning to reach these new collectors through their excellent customer service, knowledge and support of their vendors-including their commitment to the success of the Herend Guild. We congratulate them for being the #1 Guild Proffered Retailer for 2002!