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Diamonds and Fine Jewelry 26400 W. 12 Mile Road Southfield, Ml 48034 B10 Order Toll Free 1-800-337-GIFT, Service & Repairs (810) 357-5578 CLOTHES page 9 fit and the tailoring," he says. "This stitching — rarely will you see stitching that straight. Just like a ruler." But what ultimately has kept his company going, Mr. Lisnov believes, is service. He tries to produce exactly what the public wants (one of his top-selling pairs of pants — "it's ageless" — is lean at the leg, but with an expanding waistline, which can be subtly covered with •• • • • • • • • • • • • • • • • • • One by one, we closed up. Cy Lisnov an overblouse). He's friendly, hon- est, responsible with buyers. He promptly returns calls. He has a sense of humor. He does what- ever he can to please the cus- tomer. Ron Elkus, owner of the Shirt Box in Southfield, concurs. Thirteen years ago Mr. Elkus opened the Shirt Box, which sells men's clothing. He says the key to his success is service. "We're price-competitive and we always try to put ourselves in the customer's place," he says. It's also a matter of knowing some- body's name, talking with him about his family. It's a lot like "Cheers," he says. Mr. Elkus also uses his busi- ness as a base for community work, including a project this month to donate clothing to COTS, which provides shelter for the homeless, and the Friends Al- liance, which gives direct service to individuals with AIDS. In- variably, such programs estab- lish a different relationship with customers than a large chain. The clothing business runs in Mr. Elkus' family, from his cousins and uncles (one opened Todd's) to his father, a former rep for Levi Strauss. His father used to meet up with a lot of Jews in the field when he traveled from small town to small town. He says there aren't many today. Mr. Elkus and Mr. Lisnov agree that much of that is a simple fact of business: the retail giants have taken over. "It has happened everywhere you look," Mr. Lisnov says. "That little bookstore in the neighbor- hood that used to be successful — it's out of business. Everything is big operator, big manufactur- er. A couple of years ago if you did $10 million, it was big business. Now it's nothing to be worth $2 billion. This country has become an industry of giants." 7 Fax Security Israeli firm selling software that scrambles messages between machines. ALLISON KAPLAN SOMNER SPECIAL TO THE JEWISH NEWS he headquarters of Aliroo are a perfect example of a "start-up" company office. Far away from any indus- trial zone, the Israeli firm is housed in a four-bedroom apart- ment in a residential neighbor- hood of Kfar Sava. In what would be the apart- ment's living room are two desks furnished with notebook com- puters. This is where the compa- ny's president and vice president sit. The other rooms of the apart- ment are used as meeting rooms and for storing the company's new software products. The mas- ter bedroom suite is leased out to a young woman who lives there rent-free in exchange for two hours a day of secretarial work and cleaning duties. Her presence allows the apart- ment to fall under the legal def- inition of "residence." In a place of honor between the two desks is a fax machine — the concept behind Aliroo is privacy in faxing. The company produces software that allows anyone sending a fax to electronically scramble their message so that T the person receiving the fax gets a sheet of unreadable symbols. That person can then easily use the software at his end to "de- code" the fax within his own com- puter. The paper copy of the fax can remain encoded, unreadable to prying eyes. "For the first 2,000 years of business correspondence," ex- plains Aliroo president Yitzhak Pomerantz, "people used paper to pass a message and an enve- lope to keep it private. "Then, about eight years ago, the fax machine took over busi- ness correspondence. Today, the natural way to send a letter is to fax it rather than to send it by mail. It's cheaper, faster, more convenient. "But we have essentially moved from communicating by letters to communicating by post- cards because a fax is essential- ly a postcard. It's open for anybody to read. For eight years, we had to sacrifice privacy in or- der to be able to compete as far as speed and convenience are con- cerned." Judging from the response to Aliroo, we won't be worried about