Page 44 - Lighting Magazine September 2018

ALA Committed to Excellence
“Like my father, I genuinely care about people and like engaging with them. I enjoy the sales process, taking a close look at customers and their needs to learn how we can help them and their businesses.”
left: Pendants from the Mila series add a contemporary touch
to residential and com- mercial décor.
right: AFX was one of the rst companies to showcase under- cabinet lighting for residential use.
How does he measure up? “I’m a combination of my grandfather, my father, and my mother,” Solomon surmises. “Like my father, I genuinely care about people and like engaging with them. I enjoy the sales process, taking a close look at customers and their needs to learn how we can help them and their businesses. I do business with integrity and have tried to be honest with our customers about what I think are the most important things they need to know.”
While Solomon’s grandfather was more of a risk taker than his father, “I share his philosophy that you have to take risks to grow a business,” he re- marks. “My mom, as the daughter of the founder, was no-nonsense. She was quiet, but very inquisi- tive. She would try to get as much information as she could before making a decision, which is a trait I try to emulate.”
From a young age, Solomon was immersed in the company, doing all the summer job-type of tasks that are typical for children of lighting business owners. He was also very cognizant that his last name drew a ention.
“There was no such thing as being anonymous when you’re the son and grandson of the owners,” he states. “You can’t take your role for granted. You’ve got to show them that you care more about this business than anyone else. When I loaded trailers or worked in shipping, etc., I worked harder
than anyone because it was important for me to develop the respect of the employees. I called my dad by his rst name at work, and we tried to de- velop a business relationship outside of our family dynamic.”
a new Look
Throughout its history, the company has been commi ed to delivering superior quality, uniquely designed, and technologically advanced lighting products. American Fluorescent had built a repu- tation for continuously developing, expanding, and rethinking its core o ering to reach beyond the tra- ditional electrical distribution channel to include showrooms and the decorative market.
As LED technology began gaining market-wide a ention and a consumer audience, Solomon re- alized American Fluorescent needed a change in its name and look. In 2012, he initiated a massive rebranding e ort that included changing the name to AFX.
According to Solomon, the “AF” signi es the strong connection to the original name and its commitment to retaining its value and reputation. The “X” represents changes in lighting technologies as well as the company’s overall solutions orienta- tion. As part of its rebranding, the company also rolled out a new positioning statement – “Lighting Your Vision” – which re ects the customer-centric
42 enLIGHTenment Magazine | SepteMber 2018
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