86 | MAY 28 • 2020 

A

ccording to a 
survey from the 
Small Business 
Administration of Michigan, 
one in seven Michigan small 
businesses, or 14 percent, are 
not confident they will survive 
the COVID-19 pandemic. 
Those trying to weather the 
storm have had to adjust their 
business models and do their 
best to adapt to a new reality. 
Here are how some Metro 

Detroit Jewish business own-
ers are changing to succeed 
despite the pandemic. 

MORTGAGE SECTOR
Bob Rubin is in the mortgage 
business at HomeLend USA, 
based in Troy. “During the 
pandemic, I’
ve been able to do 
all of my business from home,” 
he said. “I’
ve also decided to 
use this time to give back.”
With new technology, 

Rubin can help 
customers get 
their required 
paperwork and 
signatures, so they 
never have to 
leave their homes 
or let an appraiser 
or closing agent inside — per-
fect for maintaining social 
distancing.
Rubin decided to turn his 
attention to religious orga-
nizations, churches and syn-
agogues. “With rates so low, 
this is an ideal time for them 
to refinance mortgages and 
save several hundred dollars 
every month,” he said. “With 
most synagogues closed, they 
could really use the extra 
money now.”
Rubin added that he want-
ed to do something nice for 
someone else, as well. “For 
new customers, I make a 
$1,000 donation to their 
favorite charity or religious 
organization,” he said. 
One customer recently 
chose Congregation Beth 
Shalom, which received a 
check from Rubin. 
 “Sometimes I don’
t make 
any money on the loan at all, 
but I feel like I’
m making a 
difference,” he said.

STAFFING
Kristi Siegel, founder and 
president of Statewide Staffing 
in Farmington 
Hills, said the 
pandemic has 
severely impacted 
her business due 
to the inability to 
make wide-scale 
hiring decisions 
following the shelter-at-home 
executive order and social dis-
tancing guidelines. 
“
A company like ours bases 

its work off of interviewing 
candidates and meeting with 
new clients,” she said in an 
email. “We also interact with 
our clients while they utilize 
our office for confidential 
hiring searches. Through the 
shelter-in-place order, this 
currently isn’
t being done. 
Fortunately for us and those 
we represent on both ends of 
the hiring process, much of 
this process can still be done 
virtually.” 
Virtual face-to-face meet-
ings have become Statewide 
Staffing’
s main source of com-
munication and have allowed 
them to get candidates in the 
door for positions without the 
need for in-person interviews. 
As of May 15, it was back 
to work as usual for Statewide 
Staffing. “We plan to quickly 
identify and place top talent in 
other industries as the market 
begins to adjust,” Siegel said. 
“We anticipate it will take 
at least a few months, if not 
more, for things to normalize.”

RETAIL
Before Michigan Gov. 
Gretchen Whitmer’
s stay-at-
home order closed the doors 
at Event Bliss in Franklin, the 
company had a “decent” social 
media presence, according to 
owner Terri Trepek. “
After, we 
had to go full force — posting 
photos and asking clients to 
message us or call us if they 
wanted to buy something. 
Then we would run to the 
store, get the item and drop it 
off,” she said. “Now customers 
can pick up items curbside.”
Early during the stay-at-
home order, before face masks 
were necessary for people 
going in public places, Event 
Bliss decided to offer unique 
face masks for customers, 

Bob Rubin

Kristi Siegel

JACKIE HEADAPOHL ASSOCIATE EDITOR

Business Not 
as Usual

Small business owners adapt to doing 
business during a pandemic.

Business

COURTESY OF JAN-PRO

Jared Rothberger has been sanitizing 
emergency response vehicles during 
the pandemic.