Community Magazine August 2019

AV - ELUL 5779 AUGUST 2019 61 friend remarked that she would love to re-do her basement. Shelly noticed that women’s clothing was strewn all over. Her friend’s husband had closed a store and the remaining stock was what Shelly spotted. “I told my friend, ‘I could sell these clothes! Please give them to me.’” And guess what? Shelly sold 90% of those clothes for $9,000, and her friend had the money to re-do her entire basement. And that was the beginning of Shelly’s entrepreneurial career! Shelly continued to take on similar projects. Someone asked, “Do you want to sell men’s suits?” Shelly accepted various products and close-outs, not just clothing, and she earned a nice profit. She even helped her sister sell 300 dresses for a respectable gain when a contractor botched her order and gave her dresses in lieu of onesies. “I took merchandise on consignment and was always honest. You have one thing to worry about and that’s your reputation. You leave with that.” Maintaining a Work-Family Balance Putting her family first, Shelly only worked when her husband traveled. One day, Albert arrived home and told Shelly that a friend on the train had mentioned a beautiful dress that he had bought from Shelly. Shelly’s secret was out! Her key to success is keeping a proper balance, and she is an expert on maintaining boundaries and keeping her family as her top priority. She promised Albert that her business would not conflict with their family life. “I never allowed work to interfere with my family. It wasn’t an option. If I had to close the store to run to a school event or even for a month, that was fine. I wasn’t performing brain surgery. My sales are gifts from Hashem and I show my appreciation by giving a portion to tzedaka .” Contributing to Shelly’s success was her knowledge of how to create a business plan and crunch the numbers. She mentors aspiring entrepreneurs. “I am street smart! I can walk into a store, check out the inventory and within five minutes say what they need to do to break even.” Shelly opened her first women’s clothing store, “Shelly Antebi” 20 years ago in Allenhurst, NJ and it was a huge success! Her specialties include outerwear and outfits for brides (such as clothing for engagement parties and sheva brachot ). Shelly then partnered with Renee Hanan to launch Shelly and Renee Sample Sales Production in Manhattan. They run 25 sample sales a year, showcasing different top designers. Six years ago, Shelly followed with a “Shelly Antebi” store on Avenue U in Brooklyn, open September through June. Shelly’s Brand and Passions Shelly feels exhilarated when she gets in a nice collection, puts it out, and it sells quickly. She is passionate about dressing brides and making them feel beautiful. “When a bride walks out of the dressing room and smiles, I want to cry.” Shelly provides excellent care to her clients. The customer is always right! She doesn’t consider it work since she loves business. “In a way, my businesses are still mom and pop stores. I give my customers a lot of personal attention, and call them when something comes in that I know they will love. I order one of each piece. People like to be unique.” Shelly recognizes that it is critical to be surrounded by staff who have your back and to know how to delegate and hire people with the necessary expertise and skill sets. She is also on fire about entertaining. She attributes her love and flair for hosting huge dinners to her wise and sensitive mother. “My mom taught me to take a 30-minute nap and chill out before guests come for Shabbat, and to look beautifully made up and relaxed. She said that my guests would feel uncomfortable and not enjoy the meal if I looked tired and stressed.” Shelly’s Positive Outlook Around seven years ago Shelly recalls a transformational erev Shabbat conversation with her mother. She wondered if Florence was angry at Hashem for being widowed at such a young age and being a single mom. Her mother’s response changed Shelly’s life view. Florence, who had lost her eyesight at that point, replied, “I see my life as perfect. Hashem gave me a great life.” Shelly realized that her mother saw her glass as half full. Shelly committed to adopting her mom’s life perspective, including treating everyone with respect, regardless of financial or professional status. Shelly and Albert now live in Manhattan and move to Deal for the summer. What does Shelly do to unwind? She loves to exercise, walk in Central Park, spend time with her grandchildren, and go out to dinner with friends and family. And for her, business is a form of relaxation. For future entrepreneurs, Shelly advises to persevere and have a business plan. “Figure out your numbers, what you can make in one day, and your expenses, and let Hashem do the rest.” You can contact Shelly via email at: shellyantebi@aol.com . Ellen Geller Kamaras, CPA/MBA, is an International Coach Federation (ICF) Associate Certified Coach. Ellen can be contacted at  ellen@lifecoachellen.com (www.lifecoachellen.com ).