Built on innovation. trusted for generations. Discover our story.

Get to know Jelmar

Our story started 50 years ago when a determined salesman, an ad guy, and a warehouse full of product collided to create #1 selling metal cleaner and the iconic CLR brand. Watch the video, and scroll on to learn more.

THE 1940s

Manny gutterman founds Manny gutterman & associates inc.

In 1949 Manny Gutterman founded Manny Gutterman & Associates, Inc. as a national sales representative organization. This new company was dedicated to selling all types of proprietary products to chain drug, variety, hardware and department stores and also established an ethical and reliable channel for "close-out" merchandise.

Three men in suits and ties stand together, smiling at the camera. Black and white photo, plain background.

The Hair Wiz Commercial

Orange comb with "HAIRWIZ" in stylized letters across the middle, striped patterns top and bottom.

If you’re not a barber, you need a hair wiz!

One such proprietary product was the Hair Wiz — a handy helper  for at-home hair cuts. Watch the original commercial!

THE 1960s

Tarn-X bottle with label, eye irritation warning, and use directions for various metals and diamonds.

Jelmar, LLC —CLR Brands’ parent company—is founded

A friend in advertising asked Manny to sell a warehouse full of cleaning product in barter from a bankrupt client. Of course he accepted the challenge. Manny – along with sons Steven and Arthur – reformulated and repackaged the abandoned product and sold it as Tarn-X® Tarnish Remover.

Remember when cleaning your silver meant hours of hard work Rubbing and scrubbing?

No, we don’t either... thanks to Tarn-X. The original Tarn-X as seen on tv commercial showed people a whole new way to polish silver.

The Original Tarn-X Commercial

THE 1980s

Calcium, Lime, and Rust Remover is developed

Manny, Arthur and Steven were meeting with business partner Al Eicoff to develop a product that could serve as a complement to Tarn-X. A powerful lime and rust remover was developed. And after some struggles to find a name for the product, Calcium, Lime & Rust Remover was born.

CLR cleaner plastic container labeled for removing calcium, lime, rust; handle and safety info visible.

The First CLR Commercial

Introducing... cLr!

A high-performer from the start, in its first commercial, CLR was guaranteed to work as easily for you at home as it did on TV.

THE 2000s

Woman in purple dress holding trophy, smiling at EY Entrepreneur Of The Year event in front of backdrop.

Alison Gutterman becomes president of Jelmar

Alison Gutterman continued the family legacy and became the president of Jelmar. Jelmar developed and grew CLR Brands into the company’s second nationally-recognized cleaning brand. Jelmar continued to develop new and innovative products, including Bath & Kitchen Cleaner, Power Plumber, Mold & Mildew & More.

Proudly women owned

Our company has been certified as a women’s business enterprise by the Women’s Business Enterprise National Council.

Alison’s Entrepreneur of the Year Award Speech

THE 2020s

Jelmar receives EPA Safer Choice Partner of the Year award for 10 consecutive years

In 2024, Jelmar became the first company to receive the EPA Safer Choice Partner of the Year Award for 10 consecutive years: a milestone recognizing their industry leadership and commitment to safer, more sustainable cleaning products.