AFTER nearly four decades of impeccable service, Rafi Sevilya of Rafi’s Appliances and Mattresses in Newton Park is calling it quits for his career as a business owner. The shop opened in 1985, and will close soon, after 39 years in business.
Speaking with PE Express, Sevilya made mention of his early days as a business owner, and some of the highlights of his 39 years in business.
“I started repairing appliances and selling second-hand goods out of my garage. Then we moved to fixing scratches and dents on vehicles, selling beds, televisions, and next thing you know, that business grew, and we opened a shop in Perridgevale,” he said.
This small business started taking off and people started taking note.
“We grew to such a level that one of our competitors told three of our suppliers that if they continue selling to Rafi’s, they (competitors) would stop buying from them (suppliers),” he added.
That threat did not deter Sevilya, but instead, he said that being considered “a naughty boy” fuelled his determination to grow his business.
The business later moved to Newton Park, going from strength to strength. Sevilya, however, attests his success to the customers’ support and suppliers.
Outside the walls of the store, the business played its part for the community too.
“We did an appliance fair, we did marathons, and for two months collected over six tons of clothes from the community with the help of local schools, to wash and donate to those less fortunate.”
After 39 years, Sevilya said that what he will miss the most are the connections he had built with his customers, his suppliers, the media that have played a big role in his advertising, charity organisations he has worked with, and his staff, who have become his chosen family.
“Excellent customer service is an important part of my success. Firstly, I am a technician, so I am service-orientated. I believe that people come to us because of our customer service. Customers have the option of going to major companies, but they choose us because our priority, even before turning a profit, is service. If we do not have good service, then we don’t deserve their business,” he said.
He attributes competitive prices and product knowledge as the reasons that Rafi’s has remained in business for many years.
All the staff carry walkie-talkies on the premises, so that should there be a customer unattended, he is able either to go to the customer himself or direct the staff to that customer. This is what he believes has set him apart from his competitors.
“Every one of my sales team members knows more than I do about the products we sell.
“Until they did, I would not leave them alone with a customer. As our slogan says, ‘We Give Service.’ I made sure that we all live up to that,” he said.
Sevilya said he does not know what the future holds for him going forward. Though he is certain of his move to Cape Town next year, his primary focus is selling his stock.
He chose not to sell the company because he believes that no one would have the same passion he has had for his customers’ needs.
“Who can run Rafi’s Appliances and Mattresses like Rafi?” he asks.
Sevilya is currently trying to get his current staff employment elsewhere before closing, which illustrates his love for his chosen family. He also mentioned that he might be in business again in the future; however, he is unsure of how or what that new business venture will be, going forward.
“We plan on closing at the end of August, which is why we are selling everything at ridiculously low prices from reclining chairs and display fridges, to beds and other appliances, we are dropping prices so that hopefully we close in time.”
Besides his well-deserved retirement, he said he is closing because his children are not particularly interested in running the shop, as they are both overseas.
He also chooses to close while he is in good health and believes that now is the ideal time to shut the business.
Known for his humorous advertisements, his favourite advert is “Do you want a bed with a partner or without a partner,” because he believes that it is the one advertisement that put him on the map.
“Thank you to the customers and friends that have supported us all these years, because I could not do any of this without them: My suppliers, my team who consist of people who have worked with me between two and 24 years, and all my supporters.
“Lastly, a big thank you to my late wife, René, who started this business with me, and to my current wife, Shelly, who supports me constantly, and my two daughters who are also part of my team, Maayan and Sigi. I am sad that we are closing, but I am excited and ready for the next chapter of my life,” Sevilya said in conclusion.
