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Made In Chicago: Cleaning Product Marketer Jelmar

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(CBS) – Alison Gutterman is the third generation of her family to run Jelmar in Skokie. The company was founded in 1967 by her grandfather and his business partner.

“The two of them met and a thousand dollar invested in the company and they shook hands. And they created Jelmar. It’s been a great ride ever since.”

Jelmar markets all kinds of cleaning products under two brand names: Tarn-X, its line of metal and jewelry cleaners and then, CLR, its better known brand, for all kinds of household cleaning needs.

“It’s an instant wipe-and-rinse tarnish remover,” said Gutterman. “Classic CLR which is in a gray bottle and is used to clean shower heads and just about anything else that comes into contact with water. And then, from that, we’ve had a number of line extensions. So we have a CLR bathroom and kitchen cleaner. We have a CLR grease magnet. We have a septic cleaner….a bleach-free mold and mildew remover and…an environmentally safe as well stain remover.”

CLR stands for calcium, lime and rust – but, Gutterman says it could also be short for clear since it clears away so many kinds of grime and dirt.

“People really, they love the product. Once they try it, they fall in love with it.”

Tarn-X and CLR, made by Jelmar in Skokie. For more information, visit jelmar.com

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