siness

The competition is hot,
but the Jewish owners
of two dry cleaners say
they're not soiled on the
business.

STEVE STEIN
STAFF WRITER

PHOTOS BY GLENN TRIEST

GOOLIS

n 1936, almost 25 percent

Denise and Yair
Ruven of Cobo
Cleaners.

40

Orchard Lake and Maple roads,
of the workers employed the busiest intersection in Oak-
in Detroit's laundries, dry land County.
Denise Ruby Ruven and her
cleaning and dyeing es-
tablishments and clothing husband Yair opened Cobo
factories were Jewish. In Cleaners in the Sugar Tree
addition, Jews owned Shopping Center on Orchard
nearly 90 percent of De- Lake north of Maple last De-
troit's linen and laundry- cember. Two months earlier, Jack
Weisman opened his new Weis-
supply industry.
_Those in the cleaning man Cleaners building on Maple,
business today say there aren't just west of Orchard Lake.
Cobo Cleaners originally
as many Jews involved, but two
longtime Jewish family-owned opened in 1938 at the corner of
dry cleaners have opened stores Livernois and Curtis in Detroit.
within a mile of each other near Earl Ruby, Denise's father,
bought the cleaners in 1961. His
daughter worked there for sev-
eral years.
In 1982, Earl Ruby retired and
rented out his shop.
After the renters moved out
and the Cobo Cleaners building
was vacant for 18 months, Mr.
and Mrs. Ruven reopened Earl
Ruby Cleaners in February 1991.
Earl Ruby provided the $150,000
which was needed to get the busi-
ness going and within two years,
Mr. Ruven said, the investment
was returned to him.
Earl Ruby Cleaners was
named the best dry cleaners in
metropolitan Detroit by a local
magazine in 1992.
Because of concerns about
crime in the area, Earl Ruby sold
the building in 1993.
After searching for a spot near
Orchard Lake and Maple and
nearly opening an Israeli shawar-
ma restaurant at 14 Mile and
Northwestern, the Ruvens re-
ceived some luck when Mr. Weis-
man left his 2,000-square-foot
cleaning establishment at Sugar
Tree and they were able to move
in.
"It was bashert — meant to
be," Mrs. Ruven said.
Mr. Weisman relocated to a
new free-standing, 5,000-square-
foot building.
Mr. Weisman says he knows
why fewer Jews are in the clean-
ing business today.
"When the immigrants came
to this country, it didn't take

much formal education to Jack and David ing promotions and year-
ly drawing for a 20-inch
Weisman of
get into the cleaning busi-
Weisman
color television have been
ness," Mr. Weisman said.
Cleaners.
successful.
"Mainly, it took com-
Mr. Weisman, who of-
mon sense, a strong back,
ten is consulted on fabric
a willingness to work long
hours and some mechanical abil- questions by the Detroit Dry
ity. The children of these people Cleaning Institute, says his busi-
are better educated, so they are ness is up 25-30 percent since he
moved. He serves about 800 cus-
pursuing other careers."
Mr. Ruven agrees with Mr. tomers and launders nearly 2,000
Weisman: "The children are get- shirts per week. He has 15 em-
ting into different fields," he said. ployees.
"I've had many customers say
In addition to the changing de-
mographics, the cleaning indus- they're glad I'm back in their
try has had to adjust to changing path," Mr. Weisman said. "They
didn't want to make the left turn
times.
Mr. Ruven says the introduc- from Maple to Orchard Lake.
"I was concerned that my cus-
tion of polyester in the 1970s
meant customers could clean tomers would think I've gone 'big
many of their own clothes. Mr. time' with this new building, but
Weisman says he's noticed in re- they've been very happy for me.
"I enjoy this business because
cent years that his business
doesn't have peaks and valleys I love serving people. I've cleaned
wedding gowns for mothers and
anymore.
"We used to go crazy in the daughters. I've seen one of my
spring, then things would wind hangers in a hotel in Aruba and
down slowly," he said. "Now, I get one of my plastic bags in an air-
a lot of snowbirds from Florida port in Florida.
"I've also overheard people in
bringing in their clothes in the
a restaurant talking about bring-
summer.
"I prefer this pace because I ing in a suit to me. All that is
don't have to work what seems quite flattering."
Mr. Weisman and one of his
like 24 hours a day for a few
weeks, hire and fire employees employees, Jeff Carter, were the
subjects of a PBS television doc-
Even though there are 23 dry umentary about a decade ago.
cleaners within a three-mile ra- Mr. Weisman hired Mr. Carter
dius of their stores, the Ruvens off the welfare rolls and Mr.
and Mr. Weisman say they aren't Carter ended up being a super-
afraid of the competition because visor for Mr. Weisman.
Mr. Ruven, 32, who is from Is-
of their reputations in the com-
rael, was an aerial photographer
munity.
Plus, they say, they have state- in the Israeli army from 1980-83.
of-the-art equipment, friendly He met his future wife, now 44,
employees and unique services. after she had made aliyah in
Mr. Ruven, who estimates it 1985. •
They were married in Israel in
took about $200,000 to remodel
and purchase equipment for his April 1989 and came to Detroit a
business, says he has 1,060 cus- few weeks after the nuptials.
tomers listed in his computer and They have a son, Shony, 4.
Even though he underwent
he launders more than 1,000
shirts per week. He has seven open-heart surgery six years ago,
employees. He says his free-clean- DRY GOODS page 48

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