How One Woman-led Family Business is Redefining Customer Service and Quality
by Annie Sherman
Perseverance remains at the core of Elmore Associates Inc. in Manchester, Connecticut. The small, family- and woman-owned window film business has seen its share of challenges since it was established in 1961 by George Elmore. But the company has weathered the trough of each wave by continuing to provide residential and commercial customers across New England and New York with quality film installation.
This is a distinct point of pride for current owner Laura Moske and her daughter, Kyle Conn, who runs operations. Both agree that installing a superior product and providing personal customer service are essential in today’s film industry.
“We always try to be attentive to our customers. We want to make them happy. We want to give them a good product, good installation, and good support if they need it for any reason,” Conn says. “Keep the respect high, the communication up, and it goes both ways, so things go smoothly.”
That continued devotion to their customers spans decades. It’s a trait they inherited from Moske’s late husband, Wally, who bought the company in 1986. With limited knowledge about window film, he was dedicated to the business and worked hard to learn. Moske says he put in many long days and nights on the road building relationships and clientele.
When he passed in 2008, Moske took over, marrying Wally’s growth mindset with her own personality and determination. Taking time to learn the business and industry proved key to mastering both.
“Wally built a strong, close-knit team at Elmore, and that bond remained even after his passing. Laura was able to step in as a leader, supported by the relationships he had cultivated over the years, allowing her to continue the work he began,” Conn says from the office where file cabinets filled with customer information line a wall. “After he passed away, Laura put in long hours and demonstrated tremendous perseverance. Leadership was second nature to her, and her confidence and composure kept the business on track.”
The Power of Consistency
That meant showing up every day and sticking to core beliefs: quality, customer service and relationships. They both answer the phone to troubleshoot customer questions, provide an estimate or flip through the Rolodex (“We still have one of those!” Conn jokes) to call glass shops about potential new projects that may be in need of a potential film application.
“We have good relationships here. I think that’s key when it comes to business,” Conn says. “Wally taught us, and Laura did too, that relationships are really important, to water them and keep them healthy. And, when we are getting really slow, I do pick up that phone to see what’s out there.”
They applied a similar strategy during COVID, which was a defining challenge for their business. Deemed essential because they were applying film in hospitals and police departments, their projects still fluctuated during this era of unpredictability. However, because of their reputation for quality, project and service inquiries kept coming in.
These jobs ranged from commercial ones, where companies took the opportunity to renovate while their buildings were empty, to residential decorative film for those working from home who needed comfortable office spaces free from excess glare and heat. Elmore ran with this opportunity and stayed steady as the industry evened out.
Relationship Building
For four decades, relationship building has been second nature to Elmore Associates Inc. In the infamous Rolodex is a roster of suppliers, other businesses and customers with whom they’ve worked. Film supplier Eastman, for one, has partnered with them for 20 years.
“Their knowledge of the marketplace, their pride in servicing their customers and the quality of work that they do” make them a stand-out installer, says Eastman sales representative Pam McCauley. “They are very customer-centric, and it drives a lot of repeat and referral business.”
Elmore Associates Inc. recently completed a large commercial project that had been in the works for years, explains McCauley, and their client expected more data than usual. Moske consulted with Eastman’s team to ensure they had the most up-to-date information.
“At one point, she even changed their entire work schedule to work nights and weekends to accommodate the client,” McCauley remembers. “This is a great example of how they put the needs of their customers first. They are willing to adjust to ensure their service meets the needs of their customers.”
Tried-and-True to Evolving Demand
Those relationships have carried them through the turbulence of the last two decades, while canvassing the Northeast with countless measures of style and safety. With demand rising for everything from classic frosted films to high-tech shading film and solar control, Elmore Associates Inc. continues to evolve in order to meet customers’ expectations.
“There’s such a wide variety of window film that tailors to your needs,” Moske says. “We do high-end homes for people who worry about their rugs and artwork fading. We’ve done a lot. We’re everywhere; no two days are alike.”
Their top-selling product remains “the good old frosted film,” Conn says, “whether it’s a band, full frost, a pattern, or even a cut-out of a company’s logo. That’s always a nice go-to application if someone doesn’t want to go too fancy.”
Conn recalls one unique project in which the client requested a film that resembled stained glass, and another in which every room was painted a different hue, from yellow to purple, thanks to a Technicolor range of translucent film options. They also offer switchable film that provides levels of privacy, from transparent to opaque, at the switch of a button.
Responding to Growing Concerns
As building codes become more stringent, many Northeastern states are adopting newer versions of the International Building Code and International Energy Conservation Code. As a result, these updates are driving demand for window film that provides energy efficiency and solar-control film.
In addition, Conn says more and more people are looking to create clean, open spaces rather than use dusty, heavy curtains or blinds. Homeowners and businesses are choosing film to let in natural light while reducing glare, heat and fading, she adds.
The safety and security window film industry has also grown substantially over the past decade, especially in schools and hospitals. Since the State of Connecticut established formal school security infrastructure and grant programs following the Sandy Hook shooting in 2012, Conn and Moske have seen a surge in window film demand, and now offer more film options that control glass breakage during an emergency.
“Churches, synagogues and government buildings have also been taking advantage of the extra security measures,” Conn says. “With such a sensitive matter, we provide precision and a uniquely high-quality service.”
A Changing Industry
From high-end to commercial-grade, the window film industry has changed in the past 10 years, Conn says. Once a niche industry, there’s now more competition, and it’s easier for smaller businesses to get started, given the high demand for services across the industry, she explains.
“We’ve always had our two sales representatives, our two installers, us, and our foreman, Don Riggs, who has been with us 51 years,” Conn says. “All of our work comes with a warranty, and some of the film comes with a lifetime warranty, especially for residential projects.”
They stand by that tight-knit team of five hardworking staff members to bring in new work and ensure it’s completed on time and to their standards. When former long-time installers retired simultaneously 10 years ago, this surrounding team helped replace them and train a new crew who had never applied window film before. While Moske and Conn focused on business development, Riggs led the training protocol for weeks, guiding the new staff in practicing technique so that now it only takes them 20 minutes to frost a window. That commitment to training resulted in skilled, long-term staff who are now becoming industry experts, too.
Steady Growth, Grounded Values
Persevering through the highs and lows keeps the mom-daughter duo true to the business’s North Star while rolling steadily through the changing tides. On the horizon, they plan to update their marketing technology, including their website and social media presence.
Rooted in adaptability, perseverance, trust and resolve, they’re ready to grow into what comes next. Until then, they’ll continue to operate in their 3,200-square-foot office and garage, where they store rolls and rolls of any film any client could want, stretching from the concrete floor to the ceiling.
“We just have so much respect for each other. That’s just how it is around here with everybody,” Moske says. “We are a real family, a real team.”
Annie Sherman is a contributing writer for Window Film magazine.
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