The enriching history of Angelus shoe polish

When the young and dynamic Paul T Angelos, a Greek immigrant

, stepped on Ellis Island little did he know that he would be the creator of Angelus shoe polish. Without even a penny to his name, he took to shining shoes to make enough money for traveling to Los Angeles. On reaching here he managed to get a job for himself at the shine stand. His strong determination and craving to go ahead in life made him save every penny he earned and not before long he had managed to open his own shoe shine stand.

Soon he sent for his brothers to join his business and within no time he had managed to open 3 shine stands and hired fourteen employees. Soon he was awarded the title of "King of Bootblacks" and he was in a position to return home to marry his beloved. Ironically he made the travel back home on the same sea liner with a First Class ticket that had brought him to America in Steerage. Times had really changed for the entrepreneur and he had made it happen.

Once he returned to America he planned to expand his business by introducing related products to the shine stand. The products that they were using in their shine stands were definitely better and unique and had unsettled the entire market of shine stands. The other owners were also anxious to get their hands on their products and started making enquiries to buy some for their shine stands. The USP of the product was its high quality oil and wax and rich colors that could restore faded footwear too. Compared to regular shoe polish it could polish twice as fast and went twice as fast too.

It did not take much long for the demand to surpass the supply with a huge margin. Involving many members from the family they then decided to put up a plant for manufacturing and also opened a shop on Winston Street. The focus had now shifted to the manufacturing plant, hence they had to close down their shine stands and focus solely on producing and supplying Angelus shoe polish.

Some family members concentrated on the production process at the plant whereas some focused on the marketing of the product and took samples all over the country. The whole family was so involved in making their dream come true that their dedication was unmatched. They did not mind demonstrating their products to their prospective customers by literally showing how the shoe polish worked and its advantages in comparison to the other products in the market.

In 1917 they registered their trademark and 1924 saw the grand opening of the 5-storey plant on Maple Avenue, Los Angeles. Early 1930's also saw Paul's sons join the business on full time basis. All through 1930's and 1940's the demand was phenomenal.

During 1947 the business was sold and the new owners shifted the business to Culver City. However, the new owners were more interested in making profits than in retaining the unique exceptional quality of the product and compromised on the quality. The business started failing miserably.

In 1953 the Angelus shoe polish business was bought back by Paul and his sons. They restored the lost glory of the product by giving back the quality that had won those accolades for years. They went on a large scale damage repair exercise. Refunds were offered, damaged products were taken back and they were able to restore the faith or its customers in no time. Slowly and steadily the demand picked up and the business was back on its feet. The company strongly believes in honesty, quality products, hard work and service and plans to continue giving its best to its customers.

The enriching history of Angelus shoe polish

By: Mrs. Ekta Rana

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