In the current financial climate, we all have some very difficult decisions to make; we can bury our heads in the sand and hope that all the problems will go away; keep a low profile and hope that any trouble passes overhead; make knee jerk decisions in the hope they ensure our survival, or we can take a critical look at ourselves, our business, our philosophy and actually plan for a future, not just survival. AJS chose the latter.

Natural selection dictates that "the fittest, most adapted, will survive", so with that as inspiration, some common sense and a positive attitude in mind, AJS set about devising a strategy to make AJS the strongest it can be.

That meant stepping back, and taking an in depth look at:

PRODUCTS: as the sole authorised UK importer and distributor for Tajima, and the UK's longest established embroidery machine supplier, AJS have selected a range of market leading products, with a global reputation for quality, reliability and delivery of, in their opinion, unparalleled service and value for money. Maybe the range could be expanded? Revolutionary software introduced? New and interesting decorating tools added? Plus something different but effective - some specialised accessories too?

STAFF: a wealth of experience, professional, personable, committed and flexible, what more could a company ask? Maybe they could add to the sales team? Someone with the same drive and determination, someone well known and respected...they knew such a person.

SERVICE:  already second to none, and much like AJS's staff, professional, personable, committed and flexible...but centralised? Maybe they could be more local, enabling an even more personal service.

Adding new products and improving the service to customers became a focus - but how could they do it and expand in a time of recession?

It might be considered pretty bold but it would deliver the improvement AJS was seeking, and that's what they have done.

AJS are introducing 10 new sales and service centres, each strategically placed to better serve customers, and each an already established business with expertise and experience of supplying quality embroidery equipment and service.

And Paul Garside has been appointed to co-ordinate and oversee the new AJS service centres. The company is also introducing Tajima DGML by Pulse 2009, featuring DrawFusion.

To quote: "For companies using CorelDraw there is no easier or faster way to convert your artwork into stitches - it is truly revolutionary".

And for those using Adobe Illustrator, AJS offers Embroidery I2 - a plug-in, for both MAC and PC, that offers intuitive integration of graphics and embroidery. GEMfix has also been added to the range - a tubular drop table ultra sonic rhinestone setting machine, capable of setting 80 stones per minute, in a variety of colours and sizes, onto an unimaginable range of finished goods. Even caps can be decorated.

And on top of all that is the new for 2009 embroidery software line up.

For more details of the product range available from AJS, and to see how close your local distributor is, visit www.ajs-embroidery.co.uk or www.tajimauk.co.uk; email to sales@ajs-embroidery.co.uk or, for a chat, call 0115 945 9460.

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