Salvatore, ’03, and Jamie (Goodness) Salafia, ’03, have been together since the seventh grade, when they met in a home and careers class. They dated through high school and decided to attend Niagara University together to pursue business degrees. A week after they graduated, they married. They both found careers with the family RE/MAX real estate business—Sal as a residential realtor, and Jamie in operations—and later, launched Jalvo Property Management.
But when Sal decided to share his passion for exotic birds by opening a store, it was something he initially pursued alone.
“Jamie used to pacify the idea by suggesting that we open the store when we retire,” Sal said.
While Sal’s successful real estate business grew, and he earned numerous awards and induction into the RE/MAX International Hall of Fame, he collected ideas and the names of vendors in a “secret file” that he kept in his office. In 2017, he decided to move forward with his pet store dreams and purchased $6,000 in live birds.
“It was a major surprise to Jamie,” he said.
Within just a few weeks, Sal had sold all the birds, and Exotic Pet Birds Inc. was born. Initially operated from their home, the company quickly grew, achieving nationwide sales in both livestock and incidentals, such as food and equipment. Jamie also joined Sal in managing the business, and their children, Olivia and Nicholas, began helping with the animal care.
By 2019, the business relocated to a 8,000 foot storefront in Webster, N.Y., had 12 employees, and was a destination for avicultural enthusiasts from around the country. Just a few years later, they added a separate segment to the business—a specialty store dedicated to all things reptile. Each segment has a separately trained staff to ensure the welfare of the animals. This new venture earned the business recognition as one of “America’s Coolest,” an exemplary group of U.S. independent pet retailers and service providers chosen by PETS+, the leading trade publication in the pet industry.
Sal and Jamie say they draw upon the logistics, accounting, and human resource skills they developed as undergraduates at Niagara University to tackle the day-to-day operations, and have supplemented this knowledge by taking courses to become certified avian specialists.
The Salafias are also committed to sharing their success with those in need. They donate regularly to the communities that helped them grow and have supported Open Door Mission, Rochester Center for Youth, Lolly Pop Farms, and 211 Life Line. Their company’s internship program also allows them to serve their community. They work with ARK of Monroe, the Webster Central School District, St. John Fisher College, Starbridge, Lifetime Access, and Regional Center for Independent Living to give people an opportunity to learn basic job skills.
“These organizations have job coaches who bring new faces/new life circulation to our facility,” said Sal. “All of these interns and job coaches enjoy this fascinating environment. These interns frequently fill food bags, apply marketing labels, and stock our shelves. Some even get to have hands-on experiences with our unique animals.”
“We believe strongly that the Vincentian teachings helped guide our lives. Jamie and I are both very blessed to have all we have, (and) we find ways to give back to those less fortunate,” Sal continued. “NU was an amazing opportunity for us both, and we not only grew professionally, but as people while there. We look back at our years at Niagara University as some of the best in our life.”
