Better Business

Better Business Around The Avenue

By Chaim Homnick MA MBA

This week, we spoke to several prominent small businessowners on Central Avenue. We asked each of them the same questions about entrepreneurialism. Below are their insights.

For starters, please tell us a little bit about your business.

Cindy Merril, Owner of Dimples: Dimples is a baby and toddler gift and accessory business which we started in 2006 to fill an unmet need at the time in the Five Towns and the surrounding area.

Chaim and Esther Holzberg, Owners of 925

Sterling: We started this business almost 18 years ago when we were just a young couple. We slowly grew and expanded. When silver spiked in 2011, we brought in some aluminum Judaica as well and have kept a small selection since. Around eight years ago, someone gave us a painting by Raanan and asked us to try and sell it. We sold it for them and realized that there was a demand in the neighborhood, and so we started to bring in art. We moved into our current location four years ago and we carry a beautiful selection of Judaica art from around 15 different artists and our signature collection of classic and contemporary silver with a collection of silver artist pieces as well.

Yael Vogel, Owner of Yaeli Vogel Fine Art: My business is painting and selling my artwork and products based off of my artwork. I specialize in Judaica and am branching out into some new lines now as well.

Louise Kramer, Owner of Lulu’s: I have been in retail her whole life, and Lulu’s has been on Central Avenue for almost 25 years. Lulu’s sells hostess table-top gifts, jewelry, and the ideal self-purchase type products that every woman wants for herself.

What do you like most about being an entrepreneur?

Cindy Merrill: The ability to dream up new ideas and not have a boss or someone else telling us we can’t try those ideas.

Chaim and Esther Holzberg: Our favorite thing about being entrepreneurs is meeting and forming relationships with our customers. We’ve become friends with and care about so many of them over the years, often sharing in their simchos. It’s also been rewarding to build relationships with silversmiths and artists from around the world. What scares you the most about owning a business?

Cindy Merrill: Missing a trend in retail and becoming irrelevant.

Chaim and Esther Holzberg: Owning your own business is a lesson in emunah and trusting that you make the best possible choices. Parnassah comes from Hashem.

Yael Vogel: It is probably the same thing that scares everyone who owns a business. Making sure that I am on track capital-wise in terms of cash flow and expenses and being able to bring in new products.

What ad spending gives you the best bang for your buck?

Cindy Merrill: Promoting our posts on social media.

Chaim and Esther Holzberg: We love The Jewish Home, and we’ve become more and more active on Instagram for a wider reach.

Yael Vogel: Definitely social media. Instagram and Pinterest are big for us. You don’t always see an instant ROI, but you see increased follower accounts and engagement and then they become fans of your work and convert to customers. Local newspapers are really great, but national magazines just seem like a high cost for low returns.

Louise Kramer: Instagram and influencers have always been great for my business. self-employed, and we haven’t needed employees. We are a premium, boutique type of business so we can give every customer our own personal attention and expertise.

Yael Vogel: I am looking for someone with passion. They want to go above and join the vision and

"Forming good, warm relationships with your customers is just as important as the product or service that you are selling."

What do you look for when hiring new employees?

Cindy Merrill: Someone with high energy that will relate to our customers and understands that we have a responsibility to give our customers the best possible shipping experience when they interact with us.

Chaim and Esther Holzberg: We are both really contribute to the team and the long-term growth of my business.

Louise Kramer: Employees looking for an opportunity to help Lulu’s maintain its status as the gift capital destination of the Five Towns and beyond. I look for people who are passionate about retail and serving customers.

Cindy Merrill: Look for an unmet need and then build a unique and inviting customer-friendly experience around it. Remember, if you build it, they will come.

Chaim and Esther Holzberg: You need to be there in person for the business to succeed because forming good, warm relationships with your customers is just as important as the product or service that you are selling.

Yael Vogel: Every owner on Central Avenue is busy, and sometimes we are all too independent. I really do think we should all collaborate more and support each other. I hope to host something for the owners on the Avenue! When a store fosters a real sense of community and is very on-brand, it really engenders loyalty and is a warm, inviting place to shop!

Louise Kramer: Love what you do and love how you help your customers in whatever you are selling. In my world, our products are being used b’simcha, whether an engagement, a Shabbos or yom tov meal or just making one’s home prettier. Make sure your business is customer-centric and really adding value for the consumer.

Chaim Homnick is a serial entrepreneur who owns several businesses. He also mentors small business owners. If you have questions you would like to see answered in a future column, or other feedback, email chomnick@gmail.com.