Founded by Doris Leslie Blau in the mid-60's, the Gallery became one of America's most distinguished purveyors of museum-quality, antique Oriental, European and Middle Eastern rugs and carpets.  Ms. Blau sold the company in the late 90's to Nader Balour, a recognized authority in the business. His objective was to expand the Gallery's franchise – without cannibalizing its current customer base.

Challenge

• Leverage the Doris Leslie Blau Gallery's heritage of excellence
• Expand the Gallery's customer franchise to include a younger, design-conscious clientele

Strategy

• Forged a strategic alliance with three top fashion designers who design for an affluent, younger consumer
• Asked each designer to create a carpet pattern exclusively for the Doris Leslie Blau Gallery, in exchange for a royalty from sales of their carpet
• Introduced the Designer Collection of Contemporary Carpets at a fund-raiser

Execution

• JGA approached and secured Tommy Hilfiger, Nanette Lepore and Cynthia Rowley
• The Designer Collection of Contemporary Carpets debuted at a charity fund-raiser
• Designers agreed to attend the fund-raiser and to invite their clientele
• JGA formed an alliance with Gilda's Club, as beneficiary of the fund-raising event

Results

• Gilda's Club invited its patrons to attend the cocktail party fund-raiser, held at the Doris Leslie Blau Gallery
• 300 guests each paid $100 to attend the fund-raiser and view the new Collection
• The three prototype rugs were sold by live auction, conducted by Nicholas Lowry, President of Swann Auction Galleries (a JGA client)
• $10,000 was raised for Gilda's Club
• JGA generated pre- and post-event publicity as well as coverage of the new Collection in women's lifestyle and shelter magazines, including Architectural Digest and Town & Country, among others