by Joseph RADDER
The first twenty plus years of Loretta Kaminskys adult life were like a roller
coaster ride.
1957 was an up year, when she received her education degree at the University of Buffalo,
after three years at the University of North Carolina, and married the man who brought her
to Buffalo, Allan Kaminsky, an attorney here.
1972 was a downer. She was seriously injured when her American Airlines flight from
Detroit experienced an implosion at 12,000 feet. Loretta was the most seriously injured of
all the passengers.
In 1973 things were on the up-swing for a brief moment as she recovered from her injuries,
but later that year she was diagnosed with breast cancer.
By 1980 things turned upward for good when, apparently completely healed, she decided she
wanted to do something with her life. Always an accomplished baker, she began selling
baked goods to friends and neighbors. In a few years, her cottage industry, Desserts by
Loretta, had expanded to the point where it was no longer practical or legal to operate
from her home kitchen, so she opened a retail store in Williamsville.
Loretta was your typical 50s teenager. |
A turning point in Lorettas career came when she decided to feature chocolate gifts
under the name Lou-rettas Custom Chocolates. She found a mold maker who was willing
to make a rose, and the first chocolate rose was born. It was an instant hit and suddenly
Loretta was flooded with orders. In those days, the whole family including my
husband Allan spent a lot of evenings around the dining room table assembling roses.
About that time, Loretta consulted with Jan Pisanczyn of the Small Business Development
Center. She credits Jan with a great deal of Lou-rettas success. A business plan was
soon developed under his guidance, then a marketing plan. Soon the little store was
selling a full line of chocolate gifts.
Loretta Kaminskys first big break came when an article she sent in to USA Today was
published in their Money section. Corporations began seeking her out to make chocolate
gifts, logos and business cards and people came from far and wide to buy Lou-rettas
Chocolates.
Another big break came not long after the store was moved in 1989 to larger quarters at
the Boulevard Mall. Walt Disney World called and suggested they test Lou-rettas
products in their gift shops. I cant help but marvel at the timing,
Loretta said. In 1989, five years down the road and in our new store, business was
good but we just werent making enough money.
Needless to say, Lou-rettas Custom Chocolates have been sold, not only in all Disney
gift shops, but at Saks Fifth Avenue, Bergdorf-Goodman, Marshall Fields, Jacobsons
and recently through the Home Shopping Network to name just a few. A substantial
percentage of Lou-rettas sales today are via the Internet. The firms website
www.louretta.com gets many hits daily.
Loretta says, I truly believe our products are the best. Thats why it
works. Those who know Loretta Kaminsky say there are other reasons why it works.
This woman clearly has incredible marketing instincts and her partnership with her
daughter Ellen Bradbury is unique and a perfect fit. Where I have people skills,
Ellen has tremendous organizational skills. She is extremely innovative and has great
vision. Ellen runs the daily operations and that lets me spend all of my time on sales,
marketing and public relations, Loretta told us.
Loretta Kaminsky in 1936. |
Lou-retta Custom Chocolates is a classic family operation. Not only is daughter Ellen an
active partner, her husband Allan is an advisor. Allan was right beside Loretta on that
early roller coaster ride before Lou-retta was established and he has been a pillar of
strength for her ever since.
Lorettas first taste of showbiz in
1956 as a lead in her college musical. |
The Kaminskys have three adult children. In addition to Ellen, Gary, an attorney and
investment broker, lives in Philadelphia, with his wife Beth. Laura, is a teacher at
Temple Beth Zion, is here with her husband Mike. Loretta and Allan have six grandchildren.
Allan and Loretta on their wedding day 44 years ago. |
Recently Loretta appeared on the Home Shopping Network. I promised my grandchildren
I would send them a message of love by rubbing the L pin I wear. In the
excitement of the first telecast, I forgot to do it. I quickly got six phone calls. I made
it a point not to forget in the repeat broadcast. In fact, the host of the program asked
me about it and I was not only able to rub the pin, but speak to each of my grandchildren
by name on national TV. Of course they were thrilled.
Loretta and her family at an anniversary celebration in 1998. |
Awards and honors fill the walls in Loretta Kaminskys tiny office. In 1990 she
received the first Entrepreneurial Executive Award from Buffalo State College. In 1995 she
was a delegate to President Clintons White House Conference on Small Business. In
1995 she was named New York States Business Person of the Year. And in 2001 she
received the Governors Award for Excellence in Small Business. She has appeared on
TV many times, locally and on the networks as well.
Loretta Kaminsky is now on the State of New York Small Business Administration advisory
board and has been a member of the Small Business Development Center advisory board for
five years. Four years ago, President Clinton appointed her to be one of the nine members
of the National Small Business Administration advisory board for the SBDC.
The entire Kaminsky clan. |
Loretta (center) and her darling Divas. |
Its not all work and no play for Loretta Kaminsky, even though her avocation, the
theater, might be considered work by some. Currently she is appearing in Diva by Diva, a
celebration of women. Its a wonderful show, Loretta said all about
relationships between women and women and women and men. Diva by Diva, directed by
Mary Kate OConnell, is performed every Wednesday evening at the OConnell &
Company Playhouse in Snyder Square. A dinner-theater package is available which includes
dinner at Cafe in the Square.
When asked which of her accomplishments she is most proud of she said I am most
proud of my family. Its all about family.
Some would say Loretta Kaminsky has been lucky, and perhaps luck has played a minor role
in her success. It seems more obvious to us that the success of Lou-rettas Custom
Chocolates is the result of her untiring energy and dynamic personality. Yet shes a
sweet lady, very appropriate for a sweet business.
Joseph Radder is a freelance writer.