Business Living Through 9/11 and Covid Pandemic

(Crandal A. Chestnutt is a recent Ascend Newark graduate, his mentor was Travis Reid from Rutgers University.)

Crandal A. Chestnutt has led Tylexa Entreprises through hardships

by Martha Flores Perez

When the world shut down in 2019, the business atmosphere felt like 9/11 for Crandal A. Chestnutt. Even though his company, Tylexa Enterprises, was based in New Jersey, many of his clients were in Manhattan. Orders decreased, and Mr. Chestnutt had to figure out how to keep his company afloat. Uncertainty is never good for business, especially when fear is at play, as were the cases during 9/11 and the Covid Pandemic. During 9/11, Mr. Chesnutt saved Tylexa by strengthening his relationship with nearby hospitals. This niche market kept going when Manhattan shut down.

Mr. Chestnutt began his career in beverage advertising in the 1990s. His educational background is in business and finance; by the decade's end, he felt he had learned much more to begin his enterprise. That is how Tylexa was born in 1999 and keeps going in this $23.3B industry. During the interview for this piece, he said, "There is an old saying in advertising, any kind of publicity is good publicity!" He prides himself on being a branding specialist in promoting brand recognition and product awareness; his goal is to help clients with their corporate identity. The top four products he customizes are wearables, writing instruments, bags, and drinkware. However, the list of products is in the millions, and his slogan is, "If you can imagine it, we can put your name or logo on it!"

During the Covid Pandemic, it was not only that business became snail-paced, but so has the supply chain. The world is still living in a pandemic. Businesses like Tylexa learn to adapt to survive. Through the energy of business owners like Mr. Chestnutt, it keeps thriving among the competition and massive catastrophes. Tylexa's added value to the customer: "Inherent in our work is a relevant cultural perspective that ensures an emotional connection and builds brand preference while maintaining general appeal." Businesses constantly change to survive, but the one thing that never changes is the goal of upholding customer satisfaction. That is clear to Mr. Chestnutt as he continues steering Tylexa through the Covid Pandemic.