A sense of passion on all things electric permeates from Joseph Borg, Proprietor and Managing Director at AJ Electric.
This passion is instilled in the whole team, with team members at the company believing that lighting can brighten up a room in more ways than one.
Design & Build has interviewed Joseph to discern how what started off as a two-brother small family business evolved into the twenty-man team behind one of Malta’s most popular suppliers of high-quality electrical lighting and supplies.
“ We are passionate about lighting and the considerable change it can bring to a room. We believe lighting is an element that should be considered and treasured. For this reason, we have been entrusted with a customer base of over 200 retail outlets across Malta and Gozo,” commented Mr. Borg during the interview.
The business, which is in a continual state of growth, consists of three different divisions – wholesale, retail, andprojects. The main activity of the business is the direct importation and supply of electrical goods through their established network of suppliers, to various clients such as contractors, businesses, the government, shops, ironmongeries, light shops, and the community at large.
The company, which is often referred to for anything electrical, has an array of stock but can also order key items or stock on request. With electrical goods ranging from plastic conduit to main distribution panels, and designer, classic and contemporary light fittings, AJ Electric have managed to stay strong in the market through an efficient workforce and by being reachable to the whole market.
“Our contractor customers hardly need to plan their stock; they know that they will find a matching product to fit their needs from our vast arrays of stock. Perhaps our main differentiating factor is the truly significant quantities of well-stocked items we carry within our multiple store levels. We’re quick, reliable and offer the best in service quality too. From installation components to finishing products, we have a array of categories encompassing all domestic and industrial requirements,” Mr Borg proudly told us.
The company works with several suppliers to find the best solutions for the different type of lighting that con tractors, architects, designers, and clients are after. It is proud to represent prominent brands in lighting from Europe and Asia.
We are all technical here and because of that, we speak the same language as the contractors, engineers and architects on all electrical matters
“We want to keep the client happy and satisfied with our tailor-made lighting solutions. The technique behind the lighting suggestions varies according to the type of project, be it a household, factory, or an office. There is always a range of lighting products which is adequate to all different environments – and we offer exactly that: a range of electrical goods fit for every environment.” To do so, Mr Borg continues to explain, AJ Electric has partnered with market leading suppliers from across the world encompassing all the styles and fashions, and the multiple product genres required within the electrical elements of the property and construction spheres.
The area of the showroom has more than doubled, but perhaps more importantly, so has AJ Electric’s already impressive storage capacity
AJ Electric have become a valid source of information for their clients through their solid technical knowledge and experience. Mr Borg tells us “we are all technical here and because of that, we speak the same language as the contractors, engineers and architects on all electrical matters and their installation, implementation, presentation and performance. We also ensure to be constantly well acquainted with the capabilities of all the products we represent and therefore make sure that our clients understand which solutions we offer they ought to be working with.” This, then is how AJ Electric have achieved their enviable level of customer trust and loyalty, and reputation of providing optimum service.
The company also makes it a point that employees routinely visit their suppliers to keep abreast of the products competences and technicalities, whilst Joseph himself updates them with our markets’ wants and needs. He incessantly visits the sector’s international fairs; to not only maintain his first-hand knowledge of industry breakthroughs, but to also understand where the market will be in the next 6 to 12 months; thus remaining constantly relevant.
As per client demands, AJ Electric has year after year added to their product portfolio. “We built our portfolio from nothing in 2008 to a vast array of electrical supplies,” Joseph explained. “I can safely say that it is through our vast range of electrical products, our sheer volumes of stock-in-hand, and a commitment from all the team to great customer service;
we offer exactly that: a range of electrical goods fit for every environment
that we have become this vital supply to Malta’s needs; that we attracted and attained the loyal client base we have, notwithstanding that competition on the Island is quite high. My satisfaction is enormous when I look back and see where I started over 10 years ago.”
Discussing some of his favourite products, Mr. Borg mentioned how there are two different types of favourites on his list – some because of the high sales that are produced and others because of the challenge to put them on the market. “If it is a product which sells well, then that’s great of course. But if putting the new item onto the market was challenging, once it picks on, the sale behind it is of greater satisfaction because you know that the market benefited from innovation. It gives you a sense of satisfaction which some other products do not.”
Indeed, one of Mr Borg’s favourite recent projects “must have been that done at the Westin Dragonara Hotel.” The company supplied most of the electrical products after the major refurbishing and were entrusted with the supply of the light fittings for most of the rooms, and the supply of the main panel for efficient electricity distribution into the hotel. Mentioning some of his favourite brands, he said that the ETI brand is one of high value to AJ Electric because of “the wonderful, hidden complexity behind these components.”
This year the company has also grown considerably via their hefty expansion of premises. The area of the showroom has more than doubled, but perhaps more importantly, so has AJ Electric’s already impressive storage capacity. The move has also facilitated the expansion of administration departments and personnel. This showcases the commitment of the company towards offering products of high quality and an exceptional service to ensure the ultimate satisfaction of their customers.
With customer satisfaction rooted in the culture of the company, AJ Electric strives to offer their clients superior quality electrical lighting and instant supplies at great prices.
Joseph Borg is evidently focused on continuing AJ Electric’s impressive journey of growth, and to continuously exceed the electrical and lighting needs of all their customers.
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