QUALITY AND CUSTOMER CARE ARE THE PILLARS OF SUCCESS FOR THIS FAMILY WINDOW TREATMENT BUSINESS, RIGHT UP TO THE CLIENT’S FRONT DOOR

BY AMANDA McCOY • PHOTOS BY ROBERT NUZZIE

A friend told him, ‘Joe, make shades!’ ” explained Louis Bellino, the second generation owner of L J’s Decorating, reminiscing about what inspired his father to start the custom window treatment business in the mid-1980s. The operation’s founder, Joseph Bellino, after suffering a heart attack, had been forced to take early retirement by the New York City Department of Sanitation. But the father of two boys still had a young family to support. The result: Joe made shades.

L J’s Decorating officially opened for business in 1986 on Staten Island. It was a small operation at first, with the owner selling only a handful of different types of window shades from an office in the basement of his home. Louis Bellino came on board shortly thereafter and helped his father grow the family venture. Over time, the business gained traction, the products and services they offered expanded, and the once modest undertaking grew into a full service business.

“My dad and I worked side by side; we were a team,” said the younger Bellino. “Eventually my wife [Patti Bellino] joined the business, and she dove right in.”

L J’s Decorating, now based in Freehold, New Jersey, has clients in nearly every part of the Garden State and into New York. Its specialty is custom window treatments, and the team designs and installs blinds, shades, draperies, plantation shutters, and motorized blinds. Still, they don’t stop at windows. To create a total effect in a room, L J’s offers a coordinating line of specialty fabrics for bedspreads and custom pillows, along with specialty drapery rods and valances.

“We don’t just sell a window treatment,” said Patti Bellino. “We complete the look of a home. We are always there on the other end of the phone in case a customer needs us. Our customers know that; we stand behind our work and have done so for more than 34 years. My father in law always told us, ‘You cannot sell from an empty cart. Sell with honesty and heart.’ ”

It’s not your typical showroom setup, either. Instead of having clients travel to them, the owners opted for a mobile “shop at home” concept, eliminating the need for a brick and mortar showroom. The process begins with a free consultation, during which the team brings the shop to the customer’s house or office. Estimates are always complimentary. Then, once the client makes a selection, the design process can begin.

“The most rewarding part of the business is to see the finished product,” said Patti. “Our custom window treatments complete the beauty of a room, and the look of satisfaction on our customer’s face says it all.”
Because window treatments, like fashion, are a matter of personal taste, the portfolio of colors and styles the Bellinos offer is sweeping. Some clients prefer products that are largely functional, while others choose according to style: traditional, bold and colorful, ultra-modern, and more, in a wide range of shades and hues. The hottest trend now is the motorization of all types of blinds.

“We like to think of it as dressing your windows,” said Patti. “We know there’s no place like home, and we feel that a custom window treatment completes the natural beauty of your home or office.”

To ensure they have a product to suit every taste, the Bellinos work with a range of upper tier manufacturers. The largest is Graber, an award winning maker of blinds, shades, shutters, and drapery, famed for its sustainable manufacturing practices and energy efficient products. Its cellular shades, for example, are able to trap heat because of their honeycomb shaped design, which prevents energy loss through the window panes. “I use Graber products in my own home,” said Patti.

Looking ahead, the husband and wife duo wants to expand. The business began serving commercial clients 25 years ago, and recently, this part of the business has picked up steam. L J’s work can now be found in government agencies, courthouses, private companies, local institutions, even FBI buildings throughout New Jersey and New York.

To attract new clients, the owners, of course, have a marketing strategy, but are quick to point out that a lot of new business is achieved the old fashioned way: word of mouth.

“We continue to grow by that type of referral, plus advertising and repeat business,” said Patti. “We have customers today who have been with us from the beginning. We now design for their families as they grow. We always do it right, and that leaves a lasting impression.”

When asked the secret to longevity, particularly amid the rise of big box retailers and online goliaths, the owners pointed to three mainstays: honesty, quality, and personalized service. These were the Bellinos’ values from the very beginning, and though Joseph passed away in 2010, his son and daughter in law continue to honor that belief system today.

“The biggest tool he instilled in us is to keep the customers happy,” said Louis. “Do the best job you can, and expect your staff to live by the same rules. Give your clients what they deserve, which is good product quality and personalized service. Always work with integrity and honesty, whether the customer is purchasing one window treatment or an entire home or building. Take pride in what you do and love what you do, and that feeling will shine through to your customers…they will know it.”

L J’s Decorating
64 Polo Club Drive, Freehold / 732.409.3685
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