“Store Spotlight” is a mini project we work on here in Roni Rabl where we showcase our stores and their owners, with the goal in mind to learn and share about how to make a fashion store successful.

And today Ellen from 432 West Side

Q. What’s your favorite ice cream flavor?

A. My favorite ice cream flavor is pistachio.

Q. What’s your birth date?

A. January 12

Q. What made you become a store owner?

A. Fashion has always been my passion. Many years ago, I purchased a little nail salon. I felt I had a captive audience with Women just sitting & getting their Nails done. A friend of mine was painting tee shirts that were selling like crazy And I asked her to send me some. I hung them all around – sold them very well. Another friend was in the jewelry Business & asked if she could put Her jewelry in on consignment- the rest is history. 

I felt I could do this on my own. My husband, my mother & I went to the Miami market not having a clue about anything (could have been on America’s Funniest Videos). I took the space next to nail salon and hence the beginning of the clothing. I opened a much larger store in a Much better location with more traffic & visibility. Sold the store & tried pursuing golf. After a 12 year hiatus, and people begging me , I opened another much larger store where we are presently located.

Q.  What is the most important tip you can give someone who is about to open a store?

A. My advice to anyone thinking about opening a clothing store would be they have a degree in business, are very familiar with Open to buy, have very deep pockets and then to see a psychiatrist! I had none of the above, unfortunately, and have had to learn the hard way which is very costly. Business is very different and far more difficult today than it was Years ago. Buying for a Fl store makes it even more challenging. One more very important piece of advice is to employ well trained sales help because they can either make or break you.They also need to be wearing clothes from store so make it palatable for them to purchase at a substantial savings.