Umbrellas and Beyond
About the Company
JDK & Associates, LLC operates under the name Umbrellas and Beyond, specializing in branded promotional products. Initially focused on umbrellas, the company now partners with over 1,000 manufacturers to provide a wide range of customizable items. From coffee mugs to coolers, the business caters to clients aiming to boost their brand visibility and loyalty.
The company started as a part-time venture and has since served thousands of customers. With a focus on high-quality products and personalized service, JDK & Associates has maintained profitability for over 14 years. Jim credits the company’s consistent success to its commitment to treating clients like family and striving for long-term relationships.
Partnering with HALO Branded Solutions has strengthened the business, offering better supplier vetting, financial backing, and marketing support. This collaboration has positioned the company to expand further while maintaining its customer-centric values.
Idea Behind Company
The inspiration for JDK & Associates came in 2006 during a seminar Jim Rowland attended with his son Michael. The concept of eCommerce piqued their interest as an accessible way to start a business. Jim wanted to find a niche product that was both practical and enjoyable to market.
Drawing from his background in professional golf, Jim explored the PGA Trade Show for ideas. There, he discovered the potential of colorful, high-quality umbrellas, a product that filled a universal need and represented a $17 billion annual industry. This experience solidified his vision for the company.
Jim named the business JDK to honor his family, including his wife Diann ("D") and their kids ("K"). While they are not active in the business, Jim’s mission has always been to support and provide for them through his entrepreneurial journey.
Creating the Company
Instead of manufacturing products, Jim focused on building an online platform to market and sell drop-shipped goods. With little prior experience, he and Michael learned the basics of eCommerce through courses, videos, and self-study. The initial setup cost $2,700, with additional investments in software and marketing totaling $15,000.
Despite the challenges, creating the website was the easier part of the process. The more demanding aspect was developing a consistent marketing strategy and finding ways to attract and retain clients. Organic searches and SEO proved to be the most effective tools for driving traffic, though Jim also experimented with paid ads and social media campaigns.
Over time, JDK expanded its offerings beyond umbrellas to include promotional items like apparel, drinkware, and pens. This diversification opened doors to a broader client base, requiring Jim to refine his marketing and customer service approach to meet new demands.
Launching the Business
JDK & Associates launched five months after Jim first identified umbrellas as his niche. Operating part-time, the early stages were slow as he juggled family and other responsibilities. The philosophy of “Good is good enough” allowed the business to launch without waiting for perfection.
Initial investments were funded with credit cards, leveraging 0% interest offers to minimize costs. Customers began purchasing products within the first week, providing steady cash flow. Jim emphasizes that managing cash flow effectively is critical for any business to survive and grow.
Attracting customers was initially a challenge, but the company relied on organic SEO, email marketing, and referrals to build its audience. Today, the business generates consistent daily sales while maintaining strong relationships with clients through personalized service.
Earnings
Currently, JDK & Associates generates $3,000 in monthly revenue. While the pandemic affected sales volume, profits remain stable. The company has relocated from Florida to Utah, treating this transition as an opportunity to rebuild and expand.
By partnering with HALO Branded Solutions, Jim has reduced supplier risks and enhanced marketing efforts. The company’s future goals include securing major accounts in Utah, maintaining existing client relationships nationwide, and hiring additional sales reps to scale operations.
Jim’s advice to entrepreneurs is to focus on cash flow, build a reliable network of partners, and prioritize family above business success. He believes that learning core skills and avoiding over-reliance on external contractors is key to long-term growth.
