Business We are pleased to announce that Sheldon L. Rosenberg has joined our firm as a Senior Vice President-Investments and Alan Gildenberg has joined our firm as a Vice President-Investments in our Bloomfield Hills office. SERVING SERIOUS INVESTORS SINCE 1919 Stocks • Bonds • Mutual Funds Annuities • U.S. Treasuries • Managed Accounts Powerful Ideas. Powerful Results. asird MUTUAL COMPANY Robert W. Baird & Co. Incorporated. 200 East Long Lake Rd., Bloomfield Hills, MI 48304. Phone 248-594-9959. Member New York Stock Exchange, Inc. and other principal exchanges. Member SIPC. Toll Free 1-888-594-9959. ‘vww.rwbaircl.com ©1998 Robert W. Baird & Co. Incorporated. FINAL WINTER CLFARANCE! SAVE vs 70% MENS WOMENS • CHILDREN SHOES & BOOTS Cruise Footwear Arriving . Daily G re g SHOES ORCHARD IVIAkILIL Orchard Lake Rd. • N. of Maple W. Bloomfield • 248-851-5566 "Serving the communityfir over 40 years" Is YOUR FINANCIAL HOUSE IN ORDER? To find out, call PHASE FOUR JOEL LEVI, CFP TRISH WELLMAN, CFP (248) 559-6980 17117 WEST 9 MILE ROAD • SOUTHFIELD, MI 48075 PHASE FOUR ADVISORY, REGISTERED INVESTMENT ADVISOR Securities offered through Vestax Securities Corporation, Member NASD & SIPC 1931 Georgetown, Hudson, OH 44236 • (216) 650-1660 Call The Sales Department (248) 354-7123 Ext. 209 DETROIT JEWISH NEWS 2/13 1998 130 Advertise in our Entertainment Section! IT N that quality chocolate comes only from abroad," said Brenner. "That's why all the printing on the boxes and all our publicity are only in English." Brenner has become known as a savvy marketing and public-relations man who brought the Max Brenner name to the media forefront. But he insists that the publicity came to them. Just a few weeks after they opened and word got around that hand-made chocolates had come to Israel, "all the talk shows were calling us, the chil- dren's programs wanted us to demon- strate chocolate-making. We were overwhelmed." Brenner admits he is more interest- ed in marketing and packaging his product than in tinkering with recipes. He is committed to the Chaudun tra- dition (he flies to France to meet with his "master" every month). Brenner loves fashion and believes that choco- late should not only taste good but be stylish as well. His idol is designer Jean-Paul Gaultier. Brenner's store contains a homage to Gaultier in the form of his famous bustiers sculpted in chocolate. And he aspires to market the Max Brenner name in chocolate the way world- famous fashion designers parlay their name into a range of products. If Oded Brenner is attracted to the art of chocolate-making, Ruthi Melamed is more drawn to the science of it. And while Brenner is living large, Melamed — at least for now — is happy thinking small. • Her spotless modest shop, Ruthi's Chocolates in Ramat Hasharon, opened just half a year ago, is an unobtrusive part of a largely residen- tial neighborhood. Neat rows of chocolate and truffles, dark chocolate, white chocolate and cinnamon stand in wait for customers, as well as chocolate in the shape of small ani- mals. She shuttles between the kitchen and the counter, patiently explaining the composition of each chocolate to her customers. Keeping a personal touch in her shop is important to her. Unlike Brenner, Melamed followed a careful course of study for three and a half years, learning the principles of temperatures, gradually moving into making the most basic kinds of choco- lates, such as chocolate-covered almonds, and slowly moving into more complicated chocolates with var- ious layers of fillings. Her chocolate "guru," as she calls him, is a Belgian chef named Denief. Much of the sci- ence of chocolate, she explains, has to do with temperature. She points to a machine in her kitchen that continu- ously stirs a pool of chocolate. "This is called 'tempering' - when chocolate is raw." The chocolate she uses, which is dull and rough looking, is imported from Belgium. The process of heating and cooling and stirring is what makes it into the stiff, shiny stuff we crave. Melamed enjoys experimenting with recipes and putting her own spe- cial stamp on her product. She is par- ticularly proud of her chocolate filled with honey and a pine nut on top (keeping the honey properly liquefied is her own innovation) and her rose- water-filled chocolates. She bridles at the suggestion that she is riding on Max Brenner's coattails. "The idea of returning from Belgium and having a chocolate shop in Israel was my dream from the beginning. The fact that Max Brenner opened his place a few years before I returned was purely coincidence." She says her trim figure belies her weakness for the deli- cacy she produces. "I'm quite capable of going through a whole box, no problem." Her philoso- phy is that most things — but partic- ularly chocolate — are fine in modera- tion. "I have a theory that chocolate is good for your soul. If you don't indulge every day, but once in a while, it is a good thing." ❑ InterPharm Gears To Market Drug Jerusalem (JPFS) — InterPharm, the Rehovot-based subsidiary of Ares- Serono, is to establish a second plant, at an investment of $20 million, to produce the ingredient for its multiple sclerosis drug Rebif, company presi- dent Alex Kotzer announced. The drug has undergone extensive clinical trials and will soon be marketed in Europe Kotzer said the decision to double production is based on the estimate that Rebif will capture a significant market share in MS drugs Rebif, made from recombinant interferon-beta, has been shown to reduce the advancement and severity of the disease. . .