SAN DIEGO — This is a big week for KFMB TV. On Thursday, May 16th, CBS 8 will celebrate its 75th anniversary. In this Zevely Zone, I profiled one of CBS 8's long-time advertisers, Jerome's Furniture, a San Diego success story. For 75 years, San Diegans have been watching CBS 8 and many families did so while sitting on a Jerome's living room set.
In 1954, Jim and Esther Navarra founded the family-owned furniture store with the goal of treating San Diegans like family.
"Well here we are where it all started in downtown San Diego in an old warehouse," said Jerry in a promotional video released to celebrate the company's 70th Anniversary.
Jerome's was originally named Strep's Warehouse, but the name changed in 1966. Jim Navarra decided to name the store after his son Jerry. "I tried to talk him out of it. I couldn't do it," laughed Jerry Navarra who became the face of furniture in Southern California.
It's a family business that's expanded to 15 showrooms. "All up and down Southern California. We have six in San Diego," said Jerry's son Jim who grew up with a famous father.
If you grew up in San Diego, you've mostly likely seen Jerry on television for decades.
"You know Jerome's sells more furniture in San Diego by far," said Jerry in one commercial from the 1980's.
I asked Jerry how it feels to be recognized in public. "Mostly it's a lot of fun. I am really a private person, I am kind of shy, you wouldn't think that but I am," said Jerry. I then asked him if he is comfortable being on camera. "Well, I am now. When I first did it I was terrified," he laughed.
I read that Jerry has done 4,000 commercials. "Who keeps count?" asked Jerry who remains very humble. Apparently, someone is counting commercials and the result is many San Diegans get star-struck when they see Jerry in person.
"It's something special, but it doesn't mean anything to me or to him," said Jerry pointing to his son. "Yeah, he's just dad," said Jim. Five years ago, Jim started appearing in commercials with Jerry. "Being in front of the camera is not easy, it's easier now," said Jim.
At some point, Jerry says he will retire and hand the commercial appearances over to Jim. "I've been trying to say that for a couple of years," said Jerry. "They won't let me go, ha, ha."
Jim agreed, "We're not giving him up so easy."
The same year CBS 8 turns 75, Jerome's has a big birthday too.
I asked Jerry and Jim how they feel about Jerome's Furniture celebrating 70 years. "Lucky. It's like crossing a freeway and saying we are still intact. I can't believe it," said Jerry.
Jim then said, "Honest answer." Both father and son are straight shooters. "There's no other way, right?" said Jerry. Jim added, "I agree. This is our home, so people walk in the door and we are shaking their hands, we care about their business."
When the Navarra family opened their first furniture store 70 years ago, they wanted everyone to feel welcome. They told me they wanted the best for every family: the best prices, the best selection, and the best shopping experience.
I watched another archive commercial on the 'Jerome's Anniversary' video. "My dad said, you got to give them what they want and you know what? He was right," said Jerry. I then asked Jerry my final question. "Have you always had perfect hair?" Jerry gave a big laugh. I then invited him to sit on our CBS 8 anchor desk whenever he wanted.
I met Jerry and Jim Navarra at their newest showroom in Mission Valley. For more information about Jerome's Furniture, click here.
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