Twitterview with Ellen Hertz, @stylebymax

Wednesday, December 12, 2012

Good morning. Hopefully your commute went well for you today in MN! Today’s Twitterview is with @stylebymax owner, Ellen Hertz.

Ellen: Hi Joel. Speaking of commutes, what IS the deal with the washboard road? I’m looking forward to our “chat” today!

Tell us a little about yourself Ellen. Where are you from and what kinds of things interested you while growing up?

Ellen: I’m a native Detroiter & a die-hard U of Michigan fan! As a little girl, I had dreams of being a singer and/or dancer.

I also really liked art classes, & when I was in h.s., spent all of my xtra time in the jewelry & weaving studios.

I was also always into fashion, even as a kid! It started with the hair ribbons/head bands & I moved on from there.

Lots of energy and creativity it sounds like. 🙂 As an adult, what lead you to opening your own store?

Ellen: I always knew I wanted 2 own a jewelry store. I think it’s in my blood—Max was my grandfather & had a store for 54 yrs.

I spent 21 yrs. in corp. America in the consulting industry & when ppl asked what I would do if I left, I said I would

open a store — so that’s what I did! I had been making “mental” notes about it for probably 15 years.

In 2005, I decided that it was the now or never time & I didn’t want to have a “coulda, woulda, shoulda” moment later.

Good for you to take the “leap” and follow a dream. How did you come to pick the SLP area to open?

Ellen: Thx! I live in SLP & was following the development of @Excelsior_Grand & really liked what was happening.

I like the whole urban community vibe & realized it would be a gr8 place 4 people to come to “have a day”.

Nice plan. For those new to you and your store, can you explain the concept and what you offer?

Ellen: Sure-I would 2! Max’s is a fine jewelry/home decor/specialty chocolate boutique. I try really hard 2 bring things into

the store that others in town aren’t carrying. We try 2 have as many exclusives as we can -at any point in time, about

90% of what we carry is exclusive 2 us in the area. It’s really important 2 me that things aren’t manufactured overseas

Ppl often ask about the chocolates in a jewelry store -They’re both passions of mine-I actually had some already 2day!

When it comes to jewelery, what price range do most of your goods fall into? As for chocolate, what forms do you carry?

Ellen: The price range for the jewelry is broad — from around $50 all the way into the 000’s. In terms of chocolate, we have

toffees, caramels, truffles, and LOTS of bars — from all over the world. We even have a chocolate shoe/purse set!

If it doesn’t have chocolate in it though, we don’t carry it! Even our candy canes for Xmas are filled with chocolate.

Are you running any specials or deals right now? What are your hours of operation?

Ellen: M-F, 10-7; Sat, 10-6; Sun, noon-5. We’re staying open late on 12/21 (until 9) becuz we’ll be in the middle of our

Anne Sportun jewelry trunk show. We are not running any specials right now, but our semi-annual sale begins on Dec. 26

We have a reward program whereby a customer earns 10% of the value of their purchases in points that can then be used

as $’s off of a future purchase. We have been known 2 let customers use their points as they earn them at this time of year! 🙂

Do you have an online-store, and what’s your physical address so that people can find you?

Ellen: With the exception of gift cards, we don’t have an online shopping capability. The reason 4 that,  and it’s a much-often

discussed/debated topic, is that when it comes to jewelry, I am not buying multiples of most everything we carry.

In other words, we’re not inventorying lots of stock — once it’s gone, it’s gone, Sometimes it’s a piece the artist can

remake and we’ll ask them to do that. Sometimes, it’s a true 1-of-a-kind. So that just makes it hard to do online.

We’re happy to send out anything that we have that someone sees online. We’re at 3826 Grand Way at @Excelsior_Grand

Thank you very much for your time and comments today on #MNMOtv. Have a great week, and keep up the good work!

Ellen: Thank you so much Joel – this was a lot of fun — and very different. I like it! Have a good one and happy holidays!