Eliot Tatelman, the charismatic and familiar face of Jordan’s Furniture, is stepping down as president of the iconic New England furniture retailer. His retirement not only marks the end of an era for the company but also closes a chapter on one of the most memorable advertising personas in the region.
Jordan’s Furniture, renowned for its unique blend of retail and entertainment, has long been a staple in the New England landscape, enchanting customers with elaborate store displays that include everything from IMAX theaters to indoor ropes courses. However, it was Eliot’s energetic and often humorous commercials that really captured the hearts of the local community and made Jordan’s Furniture a household name.
Eliot Tatelman and his brother Barry took over the business from their grandfather, Samuel Tatelman, in 1973, when Jordan’s was still just a single store in Waltham, Massachusetts. Their innovative approach to selling furniture — making it less about the transaction and more about the experience — revolutionized not just their business but furniture retailing in the region.
Under Eliot’s leadership, Jordan’s expanded significantly, acquiring additional locations and transforming them into destinations rather than mere furniture stores. Each location was designed with unique features to entice a broad range of customers, from families looking for a fun day out to serious shoppers seeking quality furniture. This strategy not only distinguished Jordan’s from its competitors but also created a loyal customer base.
Perhaps the most noted of these attractions is the Mardi Gras Show at the Reading store, which features a dazzling display of animatronic figures. Another highlight includes the Splash Laser Light and Water Show at the Warwick store. These spectacles demonstrate the company’s commitment to providing an exceptional shopping experience, one that transcends the norm of retail.
Eliot’s presence in Jordan’s commercials, where he was known for his enthusiastic and sometimes zany antics, played a crucial part in branding the family-oriented nature of the business. Whether he was dressed in a tutu to promote a store event or boldly declaring, “Not to be undersold!” Eliot’s flair and commitment to entertaining potential customers helped forge a connection with the community that went beyond simple consumerism. His ads were more than just sales pitches; they were invitations into the fun and whimsical world of Jordan’s Furniture.
The impact of Eliot Tatelman on Jordan’s Furniture and on New England’s retail culture cannot be overstated. His innovative marketing strategies and charismatic leadership helped shape the furniture buying experience into something truly special. He turned a local furniture store into a beloved regional empire, setting standards for what shopping could be, and leaving an indelible mark on the industry.
As the curtain closes on Tatelman’s role as president, the legacy he leaves behind is vibrant. The question now is how Jordan’s Furniture will continue to innovate and capture customer imagination in his absence. As the company moves forward, maintaining the whimsical charm and customer-centered focus that Eliot instilled will be crucial.
Eliot Tatelman’s retirement is truly the end of an era. His unique blend of genuine enthusiasm, business acumen, and community engagement has left a lasting impression. It’s a bittersweet moment for the community as they say goodbye to a man who was much more than a furniture dealer; he was a local legend.
