Company History

In the era of the chain store, when employees work for a conglomerate rather than for the customer, the family-run business and the personal service it represents has become a rarity. When Felix Ciolino and his son, Steven, opened C's Discount Pharmacy at 1401 Veterans Blvd. in October 1987, they were bucking the national trend. They knew customers wanted discount prices and had come to expect chain-store selection, but the Ciolinos also believed customers still wanted the human touch --especially when it came to something as personal as health supplies and prescriptions. In July 1998, the Ciolino family opened a second location, at 4650 W. Esplanade. Despite the growth, C's pharmacies still are very much a family-run operation. In addition to the father-son pharmacist team of Felix and Steven, customers also can expect to find Felix's other sons Sal and Leonard Ciolino watching the stores. David is handling internet activity for both stores. Niece Jane Ciolino also a pharmacist has been part of the team for over ten years. Wife Mary is involved in the operation; nephew Greg Ciolino recently joined the team.

BACKGROUND

Felix Ciolino was born and raised in New Orleans. His Italian immigrant parents had come to the city, like thousands of others, in the early years of the 20th century. Felix graduated from Loyola pharmacy school after World War II, opened C&L Pharmacy in the late 1950s and then Ciolino's Pharmacy in 1970. Felix went into semi-retirement in 1977, coming out of it a decade later to open C's with Steven. Steven Ciolino, who'd started working in the family drug store as a stockboy at 15, earned a Bachelor's degree in pharmacy from Xavier in 1981. He passed his state board exam and was licensed by the state that same year. He worked for other area pharmacies until 1987 and the opening of C's.

PHILOSOPHY

Steven Ciolino says the key to the family's success has been figuring out what the customer wants and giving it to them. "We wanted the customer to know they can find good service and good value if they shopped at C's," he says. "Our goal was to offer low discounts at the front end as well as in the pharmacy. Customers can expect up to 30 percent savings over other pharmacies in the area. "Not only that, but all major brands of health and beauty supplies are represented. We have a large selection of vitamins and herbal supplies, probably the largest selection of vitamins in the New Orleans area. And we offer household products; American Greeting cards are 30 percent off every day. "The point is that our customer will find what they are looking for. We offer many choices. We give discount price and get you moving through the checkout line as quickly as possible."

C'S AT A GLANCE
--C's Discount Pharmacy, 1401 Veterans Highway, opened in October 1987.
--Second location, 4650 W. Esplanade, opened July 1998.
--Family-owned and operated, C's is overseen by the father-son pharmacy team of Felix and Steven Ciolino. Other family members are also very involved in the operation.
--Emphasis on service, selection and savings -- of up to 30 percent discount on merchandise and dedications.
--The Veterans location's six full-time pharmacists. The newer West Esplanade location features four full-time pharmacists, with plans to add more as business grows.