Thriving in a Digital Age: How a Family-Owned Cartridge Business Stays Connected

In a world where online shopping dominates, one family-owned business is bucking the trend and finding success by prioritizing personal connections with their local community. Jamie Parker and her daughter Ieshia Ahmed have turned a Cartridge World franchise into a thriving family enterprise, navigating the challenges of an increasingly digital landscape while maintaining a steadfast commitment to their customers.

Forging Lasting Bonds in a Changing Retail Landscape

Building a Family Business from the Ground Up

When Jamie Parker was in her mid-20s, she and her then-husband began exploring franchise opportunities, seeking a business they could run independently with minimal staff. After considering options like Chick-fil-A, they settled on Cartridge World, a franchise that provides office printing systems to small businesses and individuals. In 2005, they opened their first Cartridge World location in Roanoke, Virginia, and Jamie quickly built the store from the ground up, establishing relationships with larger clients like the Roanoke County public schools.

Passing the Torch to the Next Generation

Ieshia Ahmed, Jamie's 25-year-old daughter, has been involved in the family business since she was just 5 years old. As a child, Ieshia would collect used toner cartridges from her school and bring them home to her parents, laying the foundation for her lifelong connection to the business. Now, Ieshia has taken on a more active role, becoming the "face" of the company and handling customer-facing responsibilities, while her mother focuses on the behind-the-scenes operations.

Weathering Challenges and Maintaining Resilience

The Parkers' journey has not been without its challenges. After a decade of running the Roanoke location, Jamie decided to leave the business for a period, working at a restaurant and starting a catering company. However, she eventually returned to the industry, opening a new Cartridge World franchise in Christiansburg, Virginia. The Roanoke store ultimately closed, but Jamie's Christiansburg location has continued to thrive, with Jamie and Ieshia working together to maintain their personal connections with customers.

Embracing the Human Touch in a Digital World

Despite the industry's shift towards online sales, the Parkers have remained steadfast in their commitment to providing a personalized, in-person experience for their customers. They understand that their small-town community values the human connection they offer, and they've implemented initiatives like "Wiggle Wednesdays," where they play music and offer discounts to encourage customers to come in and interact.

Balancing Family, Business, and Personal Aspirations

Ieshia's own educational and career aspirations have also played a role in the family's business strategy. While she is currently pursuing a law degree, she has made a commitment to her mother and the family business, pledging to put her legal career on hold if necessary to ensure the continued success of Cartridge World. This dedication to the family enterprise is a testament to the deep-rooted connection the Parkers share, both personally and professionally.

Embracing the Cartridge World Brand and Vision

Despite the temptation to strike out on their own, the Parkers have chosen to remain loyal to the Cartridge World brand, believing in the company's potential for growth and expansion. Jamie has considered starting her own independent business, but she feels a strong sense of loyalty to the Cartridge World name and vision, confident that the franchise will continue to evolve and thrive in the years to come.

Adapting to Changing Needs and Maintaining Profitability

While the Parkers have found success in their brick-and-mortar location, they have also embraced the need to adapt to changing customer preferences. They offer online ordering and delivery options, but remain steadfast in their commitment to the in-person experience, understanding that their small-town community values the personal touch they provide. Despite the challenges, the Parkers have managed to maintain profitability, with Ieshia even taking on a second job to save for her future.