made and sold each day by Mr.
Greenwald and his 16 employees
in the busy, crammed, 2,000-
square-foot company "head-
quarters." Among the workers is
Mr. Greenwald's mother, Ruth
Greenwald.
"When we're on the phone
taking orders, we look like the
Time-Life scone operators," Mr.
Greenwald said, making refer-
ence to the late-night commer-
cial.
Mr. Greenwald says he has
about 80 accounts, with some
having several locations.
"Like Famous Amos and Mrs.
Field's cookies, there never was
an intention to corner the mar-
ket with our scones. They just
sold themselves," Mr. Greenwald
said.
"I really miss meeting the pub-
lic like I did when we had our re-
tail operation, but we're enjoying
tremendous growth just doing
the wholesale business."
Mr. Greenwald, a graduate of
Detroit Cass Technical High
School and the Center for Cre-
"We look like the
Time-Life scone
operators."
— Elwin Greenwald
ative Studies, conducts cooking
classes at temples and the Jew-
ish Community Center and he
has hired workers recommend-
ed by the Jewish Vocational Ser-
vice.
Ms. Miller is a certified mas-
sage therapist. Her 5-year-old
company, Elements Plus, pro-
duces massage oils, massage
lotion, massage creme and es-
sential oils which are sold
throughout the United States,
Canada, Europe and Japan.
Her latest product is ESP
Herbal Formula, a topical anal-
gesic liniment which she hopes
will receive final FDA approval
to be sold over the counter later
this year.
"With the liniment, we've been
able to help people with back
pain, arthritis pain, neuropathy
problems (cold feet and hands),
knee injuries and more," Ms.
Miller said. "Of course, the re-
sults vary with each person."
How has the Oak Park High
School grad gotten her products
on the worldwide market?
"The old-fashioned way —
cold-calling, pounding the pave-
ment, and offering free samples,"
Ms. Miller said. "You have to tar-
get your market but vary your
market too, in case one segment
goes soft.
"Mainly, though, you have to
have complete faith in your prod-
uct. If you have that, you'll be re-
warded."
Ms. Miller works with two em-
ployees in the 600-square-foot
company office. l I
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CREATING A HIGHER STANDARD
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