The JMX Story

In November 2002, Jim Miller and Miao Xue, former classmates at the University of South Florida graduate program in organizational management, began sharing their aspirations about starting a business together. The conversations culminated over lunch at the Hillview Grill in Sarasota in early 2003, where they agreed to proceed with an e-commerce firm, merging the initials of their names to create JMX.

Because of Miller's background, he found success with many Amish products – many of which had not been seriously marketed with an e-commerce model before. Because he was familiar with the peculiarities of Amish culture and working with the Amish, Miller brought a unique skill to the irregular process of bringing Amish made products to the consumer. With the success of Amish crafts, Amish-made furniture and Amish quilts were added to JMX's product line with the opening of DutchCrafters.com and QuiltsByLinse.com. Miller and his wife, Linse, began to travel the country roads throughout Lancaster County, Pennsylvania, searching for Amish made products, observing firsthand the quality with which they were made, and meeting the craftspeople who made them. They were met with some skepticism, but gradually built a strong network of suppliers.

During 2004 JMX began hiring other staff. More products were added and more websites launched. By the end of 2004 the company could no longer operate in the Miller's home. JMX rented a retail outlet under the name of QuiltsByLinse and planned to retail its growing inventory of Amish quilts from that location, while simultaneously using the space for its call center and administrative office.

Xue finally joined JMX on a full time basis in 2005. This accelerated business growth again. More attention was given to Amish furniture, which had proven itself as the company's primary source of revenues and now had become known under the DutchCrafters label. But attention was also given to a strategy of product niche diversification and growth. Xue, a Chinese national, began to explore more ways for JMX to gain strategic advantages by importing products from China. That year JMX began to import prefinished bamboo moulding and flooring from China, launching JMX Bamboo in the process. Bamboo moulding sales fit the e-commerce model well.

JMX left the retail location and moved to a warehouse on Porter Lake Drive in Sarasota, Florida. The call center and administrative personnel were located on the mezzanine above the warehouse floor. Xue and Miller occupied small offices behind shelves of newly purchased bamboo mouldings. Warehouse personnel were hired as Miller and Xue began to ship their bamboo all over North America.

The OceanFare line of nautical décor was launched in 2006. OceanFare dealers were signed up and JMX began to refine strategies in brand management. During this time JMX also launched Genius LED lights and RiverHouse Teak Furniture. Non-performing products were discontinued and non-performing websites were dropped.

In 2007, new staff were hired in both Sarasota and Shanghai, even as other cost-cutting measures were implemented to boost the company's earnings. Continued emphasis was given to the growth of DutchCrafters and JMX Bamboo, both of which continue to show strong growth. New sales strategies were developed, making the company less dependent upon Internet sales.

JMX moved its corporate headquarters to another office and warehouse that it purchased in the second quarter of 2007, located at 1877 Porter Lake Drive in Sarasota, Florida.

Also in 2007, JMX launched several services to business customers that will represent new opportunities for growth and service.

Miller and Xue continue to own and operate the company privately. Miller is President & CEO, Xue is Vice President for International Business. As they look to the future, they are optimistic about JMX’s growth in new sectors of the global economy.