By Paul Pannone

eWedNewz continues our investigation into the sudden closure of Encore Studio. Without any official notification the company has apparently ceased operations from their New Jersey location.

Attempts to reach the owners are ongoing but unsuccessful. Calls to the company’s main number, toll-free number and general email have so far not been returned. Discussions with accounts that said the company’s toll-free number was being answered earlier this week is no longer a true statement. In short, Encore accounts have been left in the cold.  

Angry sources near the story say it’s becoming the new normal; to screw the hardworking people of the business.

According to a Wedding Planner in the D.C area that will only comment anonymously, “I (kind of) know Bloom (was) leaving vendors high and dry. They said they will be shipping out orders but customer service (was) scrambling to get things done. Oh I forgot that is OK in America; scam those who work hard then prey on the ones that are professional.”

eWedNewz interviewed long-time employee, Brian Lawrence. Lawrence was essentially forced out of Encore in 2010 after many years of service when the company attempted to develop a website bypassing accounts and sell direct to consumers. Since his departure, Lawrence bills himself as the Wedding Wise Guy– a take on either having wisdom or being a Brooklyn tough guy grabbing his balls. After interviewing Lawrence, we’re convinced he is neither.

Wedding Wise Guy, Brian Lawrence, asks for understanding for his ex-employer, while confusion and scrambling in the marketplace could have been avoided if the people at Encore took a more understanding approach.

 

Lawrence involved himself in the Encore fiasco issuing a statement that asks for “understanding” at a time when vendors and quite possibly bridal consumers planning their weddings ordered Encore products. Victims may be left in the lurch in the months ahead– simply because they trusted Encore. In his statement, Lawrence writes:

“On Monday morning, September 19th, I received an email from an Encore dealer telling me that Encore was closed during regular business hours and asked if I knew what was going on? I tried calling and also went to their website, www.weddinginvitations.com, and saw it was taken down. This confirmed in my mind that something was drastically wrong. I tried calling one of the owners and emailing him.

Finally, late yesterday, an owner called me and verified the company was closed. He told me they were shipping all orders they could through the end of the business day Tuesday. Our conversation was brief and there was such sadness, it almost brought me to tears. He said that a formal announcement will be made, however the announcement may take some time.

If you are an Encore Dealer, you know that I had been the voice of the company for many years prior to leaving in 2010 to more fully focus on the growth of Local Traffic Builder. During my 14 years I came to know you and I understand how a delay of this information can impact you with your customers.

You need to pull the albums and put them in storage, remove display samples unless they can be exactly replicated and remove any images or text about Encore from your website. If we can help you with those site changes and help research other images from other brands, please let us know.

If you have an Encore order in-house or one that you were planning to place, some custom brands may be able to replicate certain items or come close, so you may try that route before informing your customer that they have to make an entirely different selection.

I also want to say that owners of other brands also contacted me with concern and they were gracious and very saddened by the news. Encore was a great company and both owners are gems of human beings. This must be devastating for them, so please be understanding. I am sure you will hear from them in their own words. I just wanted you to know to protect the interest of your business.”

Further discussions with our D.C wedding planner didn’t want to hear what Lawrence had to say.

“It is plain wrong on all accounts, since he (Lawrence) touted all things good. I know in my heart we all sometimes get overwhelmed with things and don’t want to ask for help; ignoring the signs of trouble. I’m giving the benefit of the doubt but I am a bit miffed on this; as to what he did. Not knowing all the facts, it’s the right thing to do. But today with Face Book they could have put up a post or something– instead of the snarky way it was approached.”

In our interview with Lawrence he told us Bob Bloom, the owner of the company, has health issues. According to Lawrence there were 70 employees at Encore in 2010. If the workforce was halved to 35, why wasn’t there a softer landing provided for Encore accounts? Lawrence had no answer.

We discussed the first sign of trouble in May when Encore passed on exhibiting at the National Stationary show. Lawrence agreed it was a  mistake on Encores part not to be there.

“They explained to me that they were taking the money that would be used to meet and greet people at the show and deploy it in more measurable methods,” according to Lawrence.

Mr. Lawrence could not specify what the redirection of the money was or whether it ever happened. Lawrence has no explanation why owners ignored attempts by this Newz source to gather a statement and could not disagree it could have been the beginning of troubles, as far back as May.

Discussions with members of the Wedding Water Cooler say they’re shocked at the failure of Encore.

“Encore represented the luxury, high-end of invitations and had a price that went along with that,” according to Jim Duhe.

 

Jim Duhe met with Brian Lawrence in 2010 but couldn’t grasp the concept of his business. Duhe later joked his legs weren’t attractive enough to overlook the shortcomings.

 

Duhe and other members of the WWC agree Encore, or any reputable organization, must do a better job of warning impending problems to their accounts.

 ”I’m saddened to learn that the owner of Encore is not feeling well. However, I am sure there is staff on hand that could have continued to service accounts with booked orders through the remainder of the year and probably into 2012,” feels Duhe.

Duhe told eWedNewz he had lunch with Lawrence in 2010 when he was going into business for himself but never really understood what he was pitching. Duhe shared some of the highlights of the meeting but failed to see how Lawrence was going to be able to replace the income he earned at Encore.

“Brian Lawrence is a wonderful person; but given the recent events, I have to wonder about his counseling abilities,” feels Duhe.

Discussions with Wedding Water Cooler members watching the sale of fairy dust in the wedding business say the failure of Encore confirms the challenges facing traditionally run wedding companies that are established but no longer appeal to today’s consumers.

Wedding analyst, Christine Boulton, agrees with Duhe’s analysis:

 ”The tip-off came back in May when Encore did not exhibit at the Stationary show. That went over everyone’s head, But from now on, people will be paying closer attention to what’s happening around them.Well, the smarter people will.”

Christine Boulton hopes wedding professionals carefully consider where they get their wedding marketing information from, expecting further failures in the coming months.

 

eWedNewz continues our investigation into this story and several other probable failures that provide wedding marketing, advertising and data.

eWedNewz welcomes your questions and comments.

Please post them here or contact us at Paul@ewednewz.com and 516-312-0090.

 

 

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