Debbie Schaeffer’s brand promise to her customers and community is simple: Life. Better.

The granddaughter of the original Mrs. G — Beatrice Greenberg — Schaeffer is carrying on the family’s 80-year retail tradition at the store’s new location at 2720 Route 1 next to Worldwide Wholesale Floor Coverings in Lawrence, about one-half mile south from its previous location. Offering appliances, TVs, and Serta mattresses, the store has remained open during construction. When completed this June, the new Mrs. G experience center will include 25,000 square feet of combined state-of-the-art showroom, live kitchens for demonstrations and classes with her executive chef, Nirit Yadin, and warehouse space for better access to inventory and on-site sales.

On a community level, Mrs. G supports several organizations, including the Susan G. Komen Foundation Central New Jersey, Slackwood Fire Department, Trenton Artworks, local schools, and more.

As a crusader for local and independent business ownership, Schaeffer recently presented at the TedxCarnegieLake on the benefits of supporting locally owned business. She also co-chairs the Independent Business Alliance with the Princeton Chamber of Commerce. When you buy locally, you’re keeping money in the community and helping to make better schools, better roads, give more support for the police, fire, and rescue departments, and help create a stronger local economy, Schaeffer says. For example, when you spend $100 at a local business, $68 stays in your community. Spend that same $100 at a non-local business, and only $43 stays in the community. When you spend $100 online from an internet-only business not located in New Jersey, $0 stays in the community.

For customers, Mrs. G offers products at affordable prices that make life better, whether it’s cooking, cleaning, grilling, or sleeping better, says Schaeffer. “Our number one priority is to provide a great customer experience before, during, and after the sale,” she says.

It’s a common misconception that buying locally means you have to spend more. That’s not the case at Mrs. G. They can offer competitive prices to customers because they belong to one of the largest buying groups in the country. As an active member of Appliance Dealer Cooperative located in New Jersey, together with Nationwide Marketing Group with more than 3,000 independent appliance dealers across the country, Schaeffer and her colleagues have more than $15 billion in buying power. Because of this relationship, Mrs. G can compete successfully with the national and regional chains. This longevity and business success has made Schaeffer a leader in her industry and at the local level. After more than 10 years as the CEO and president of Mrs. G, Schaeffer knew it was time to revamp and update the store’s image to reflect its promise to the community and have a look that was recognizable to current and new customers.

With the help of a brand consultant, Schaeffer recently unveiled a new Mrs. G personality logo with her own image while keeping a part of the traditional design. She chose the colors yellow and black because they communicate the energy and warmth of the Mrs. G promise: Life. Better.

In addition to appliances and televisions, the new Mrs. G store sells Serta mattresses in the “Mrs. Gzzzz” Sleep Center. During the final construction phase of the showroom, the store is offering a moving sale on several appliances. Mrs. G will celebrate its official grand reopening in September with special events open to the public, and just like her grandmother did when she first opened Mrs. G in 1935, Schaeffer will be at the front of the store greeting customers.

“As the CEO and president, I like being present in the store,” says Schaeffer. “I use the same philosophy of my grandparents. My desk is in the front of the store where I can greet customers, and I will continue Mrs. G’s long tradition of supporting our local community and organizations.”

Mrs. G TV & Appliances, 2720 Route 1, Lawrence. 609-882-1444. www.mrsgs.com. See ad, page 20.

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