In 1951, a man named Fred Goldner Sr. started a jewelry business in Nashville.

What does that have to do with promo? Well, we’ll get there.

Goldner’s son-in-law, Bill Neaderthal, noticed a buying habit among the company’s corporate customers: Many were buying engraved lighters and pens as employee gifts. So, Goldner did what any good businessman would and followed the needs of his customers. The jeweler transitioned into a distributor of promotional products, and the rest is history.

Over the last 75 years, Goldner Associates (asi/209800) has been passed down through four generations of Neaderthal-Straus family leadership. Bill’s daughter, Elise Neaderthal Straus, took over the company alongside her husband, Jim Straus, who joined the company in 1967. Under the couple’s leadership, Goldner underwent another product transition – this time, adding engraved products like medals and direct-imported lapel pins to its product line.

Today, it’s Jim and Elise’s children leading the 2024 Counselor Distributor Family Business of the Year forward. Their son Andy Straus is the company’s president, while their daughter Laurie Straus Aronoff serves as vice president of marketing.

Jim and Elise Straus with their children Laurie Straus Aronoff and Andy Straus.

So, when the company celebrated 75 years in business earlier this month, it only made sense to bring the entire family along for the ride.

“75 years is an incredible milestone, but what made this week so meaningful was having our people together,” said Andy Straus, president of Goldner Associates, who hosted a 75th anniversary party by bringing employees together in Nashville for a multiday celebration.

“With team members located across the country, we don’t often have the opportunity to all be in one place,” he added. “Some of our employees have worked together for years but had never met face-to-face until now. Seeing those relationships come to life and making new memories together reminded us what makes Goldner so special.”

Goldner Associates (asi/209800) employees participate in a bike build for Big Brothers Big Sisters of Middle Tennessee.

One of the event’s highlights was a Q&A between Andy Straus and Laurie Straus Aronoff and their parents, featuring personal stories, memories and reflections on how the company and industry have evolved.

The celebration also included a charity bike build, where employees worked together to build 12 bicycles for Big Brothers Big Sisters of Middle Tennessee. The activity held special meaning to the family company, especially because Jim Straus served as a Big Brother years ago.

As Goldner Associates looks forward, the company remains focused on what has made it successful for 75 years: great people, strong relationships and a shared commitment to service.