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Business & Tech

Business of the Week: Avatar Community Business Center

State of the art business services conveniently offered in downtown Fairfax.

769 Center Blvd., Fairfax

(415) 457-5773; avatarbiz.com

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What do they offer?

Avatar offers business services including shipping by FedEx, DHL and UPS, notary services, copiers, litigation support services for attorneys (large volume copying), binding, collating, and sorting. Providing full-service or self-service, they do high-quality color printing, large format posters, and professional signs. With mailbox rental, Avatar clients have a street address to receive mail and packages.

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Customers can also find a wide selection of office supplies, filofax and calendars, business gift items like pens, multi-tools, handmade knives by Laguiole, swiss army knives, candles, soaps, office and travel clocks, wrapping paper, tissue and gift bags, plus tasteful greeting cards for every occasion. 

Who are they? 

Owners Ralph and Toni Jones met in Dream Therapy. Separately, they joined a dream analysis group given by Jeremy Taylor. Ralph had been single for a few years and when he first saw Toni he thought to himself, “Why can’t I ever meet someone like that?” Then he realized he just did. They got to know each other by sharing their dreams, and eventually fell in love. Taylor married them. 

Toni had been a graphic artist for twenty years with a design studio in San Francisco. She worked for a division of Chiat Day handling bio-tech clients, then moved to Fairfax and became a freelance designer. Prior to that she was a professional sailor in the Caribbean where she did boat deliveries.   

Avatar is Ralph’s third career. He toured and performed as a classical musician and was also a composer for film, television and for Merce Cunningham’s dance troupe. 

After that, he spent twenty-five years in the professional audio industry. The company, which makes professional speakers for big concert halls, sports arenas, recording studios, was started by the audio group originally associated with The Grateful Dead. “I was the first employee,” he said, “and rose to become Vice President.”  

He’s still performing avant guarde music, which he has done all over Europe, at Lincoln Center and The Getty Museum. During his freelance years, he was a technical journalist and illustrator.  

When not at Avatar, the couple enjoys their sailboat and being out on the Bay. 

How long have they been there? 

Toni and Ralph moved to Fairfax from San Francisco in 1997 and opened Avatar in September 2001, right after 9/11. The store is a five minute walk from their home.   

Though they considered several business names, they chose Avatar Community Business Center, because they provide professional services to aid self-employed people and entrepreneurs craft an image, or avatar, to represent themselves in the world of business. 

Why are they business of the week? 

The Avatar owners literally found a need and filled it. “The idea was that Fairfax has a large population of consultants and self-employed people,” said Ralph. “Since we had been freelancers here ourselves, we knew what was needed so that people wouldn’t have to drive very far or take time out of their day for business services or to purchase supplies.”   

The store is child-friendly and caters to work-at-home families. In the “children’s corner,” kids can entertain themselves with toys, books, musical instruments and Avatar coloring sheets while their parents are working on a project. Avatar also keeps a water bowl outside for thirsty four-legged clients. 

“We try to say yes to every request that comes in the door. If we can’t do it here, we recommend the closest business that can solve the problem for our customers,” said Ralph. 

“We are very fortunate to have such a great staff,” said Toni. “We’ve been blessed in that regard. Many high school students have worked their way up with us and the college kids come back to work every summer.” 

“We support our local schools and also the community,” said Ralph. Toni is involved in the 3/50 campaign urging residents to shop locally, and designed the Fairfax-specific flyer. She has also created a “Shop Fairfax” canvas tote bag. 

“Avatar is a friendly place,” said Toni. “People talk to each other while working on projects. They bring their kids in. They appreciate the fresh air and open doors near the copy machines. We are very focused on helping people. We love this community.”

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