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Business Profile

Posted: Tuesday, December 05, 2000

Title and firm: Todd Luck, co-owner of Oliver's Trophies & Engraving.

Services: The 24-year-old company offers a variety of trophies, medallions, plaques, commemorative and promotional products and special event items, such as wedding cake servers. And, of course, engraving.

Biographical information: Luck, 31, bought the store five years ago with his father, Karl Luck of Ketchikan.

Luck runs the Juneau operations and does all of the engraving while his parents run a "non-inventory office" in Ketchikan, doing the bookkeeping, selling engraving services and business promotional items.

The business moved in the fall of 1999 to its present location after three and a half years across from the Mendenhall Mall. The move didn't hurt business because Oliver's isn't dependent on walk-through traffic that malls provide.

"My customers find me," Luck said.

Oliver's shares space with Sports Ltd., a uniform retailer. The arrangement allows both companies to have a retail location instead of operating out of garages, Luck said. The businesses serve much of the same sports clientele.

"His customers are my customers," Luck said.

Most of Oliver's business is from Southeast with the rest from elsewhere in the state.

The business is planning a Web site, but Luck is still deciding on what services to post on the Internet. This would allow him to compete better with his main rivals large national trophy dealerships, he said.

However, being a local business gives him the service advantage, he said. People at national companies don't necessarily know how to spell Taku or Tlingit and when they make mistakes, he ends up making the corrections, he said.

Family: Luck and his wife, Elizabeth, have three children: Christopher, 6; Ashley, 4; and Brandon, 3.

Quotable: On the need for attention to detail on trophies and engraving: "Being a perfectionist helps."

Employees: One full-time employee and himself in Juneau with his parents operating a sales office in Ketchikan.

Contact information: 8345 Old Dairy Road, 789-0993.



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