BUSINESS

What started
as a simple
house painting
operation
has grown
to a $20 million
business for
Mercury Paints.

Mercury Paints billboard shows pride in 70 years of service.

Legacy Of Color

RENEE GLOVINSKY

Special to The Jewish News

M

ercury Paint Co.
founders Jacob
Soberman and
Max Milgrom
splashed a legacy
of color across the American
business scene.
They came to the United
States in 1913 as simple
house painters. The two Or-
thodox Jews from Poland then
began their business with a
couple of brushes and a few
gallons of paint.
From this austere begin-
ning, they soon established a
small paint and wallpaper
store. Using borrowed money
the business soon grew into
one of today's largest Detroit-
based paint manufacturers.
Mercury Paint operates 11
retail stores that sell paint
and supplies, along with its
75,000-square-foot plant and
headquarters. The company
manufactures 1.25 million
gallons of paint a year and ex-
ceeded $20 million in sales in
1988.
The business wasn't always
so thriving. Its founders
toughed it out through the

Akmarrommostommi

Great Depression with little
backing.
In 1933 the same year
Max Milgrom died at age 39
— the business closed. That
hit Soberman especially hard
because he and Milgrom were
friends.
"This wasn't just a business
relationship," said Nathan D.
Soberman, Jacob's son and
chairman of the board of the
company. Milgrom's wife, Fan-
nie, and Soberman
persevered.
They bought used equip-
ment, and bolstered by
federal government- orders,
the company began manufac-
turing its own paint. Within
two years, it produced 14,000
gallons.
Now in its 70th year, Mer-
cury Paint is run by third-
generation owners.
"Most family-owned com-
panies never make it to the
second generation," said
Charles Soberman, president
and grandson of Jacob
Soberman.
The two families are not
related, but said they couldn't
be any closer if they were.
"Blood is thicker than
water, but paint is thicker
than blood," said Myron

Milgrom, executive vice presi-
dent and son of Max Milgrom.
World War II brought on
more hard times and forced
one of two branches to close.
Louis Milgrom, organic
chemist, and eldest son' of
Max, along with Nathan
Soberman, returned from the
military service to offer their
knowledge and expertise.
Between relocating, adding
more branches and
dedicating much time and
money into the business, Mer-
cury Paint managed to keep
afloat.
The secret of success for the
Milgrom and Soberman
families includes their strong
Jewish heritage.
"To be a Jewish company
means to abide to the commit-
ment of the Jewish communi-
ty," Soberman said. "Which
includes a commitment to
family, to religion, to culture
and to Israel."
"To be successful, there
must be tremendous trust
and respect for the other part-
ners," said Paula Milgrom,
vice president and grand-
daughter of Max Milgrom.
"We definitely respect each
other without questioning
each other's motives."

Mercury Paints management team includes Nathan Soberman, John
Langdon, Paula Milgrom, Walter Yeikowski, Myron Milgrom, Gabriel
Gabriel, Sylvester Blantor and Charles Soberman.

Mercury Paint supports
many charitable organiza-
tions — Jewish and secular.
Myron Milgrom was past
president of Congregation
Shaarey Zedek and vice presi-
dent of the Michigan Jewish
Sports Hall of Fame. He still
holds memberships in each.
Charles Soberman is a
member of the Young
Presidents Organization, the
Board of Jewish Family Ser-
vice and serves on the Board
of the Michigan Chapter of
the B'nai B'rith Anti-
Defamation League.
"Being involved in many
types of organizations goes
back to my traditional up-
bringing," Myron Milgrom
said.
"The desire to help others

has always been important to
our family and to most Jews."
Both founding fathers knew
what it was like to struggle
and always tried to help out
other immigrants. They gave
many jobs and loans Charles
Soberman said.
Although business was
most important, Max
Milgrom and Jacob Sober-
man never allowed it to in-
terfere with their religious
beliefs.
Even today, this philosophy
has been carried over. Charles
Soberman said all Jewish
employees are "forced" to
take off on High-holy
holidays.
"Being Jewish isn't the dif-
ficult part of success," he add-
ed. "Running a prosperous
business is." ❑

THE DETROIT JEWISH NEWS

57