In mid-November 1935, Serafima T. Borisova was awarded a thousand-ruble bonus and aportable gramophone in recognition of her accomplishments as a Stakhanovite labor hero.Unlike Aleksei Stakhanov, for whom the honor was named, Borisova did not mine coal; shesold women’s clothing. As an exemplary saleswoman, Borisova carefully organized cloth-ing displays, beautified her sales section, procured new designs and fabrics to meet con-sumer needs, informed industries and cooperative artels about what consumers wanted, andlistened to as well as advised customers carefully. In addition to meeting norms for sales,she provided excellent customer service.