As with all great father-son duos, Jerry Pozniak, the managing director of Jeeves New York, a luxury dry cleaning company, and his son Zachary, the vice president of operations at Jeeves, are a study in contrasts: Jerry is exuberant and loves to tell a story, whereas Zach is reserved and serious. The younger Pozniak is an unlikely social media star who carved out an online presence as an SEO play when he joined the family business in a marketing capacity in 2019. He quickly realized there were other good reasons to share the proverbial family secrets online — after striking gold giving laundry tips on TikTok, a book deal followed.