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Forest Hills
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FOREST HILLS – THE NEXT CHAPTER
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HIRSHLEIFERS RELOCATES TO FOREST HILLS AND PAUL TAKES THE REINS
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As a child growing up, Paul would help out in the business, working on weekends to deliver furs to clients throughout the Brooklyn and Manhattan area. After completing college, he took a job at Bloomingdales, where he started in the mailroom, sorting packages and delivering mail. Over time, he worked his way up to the position of buyer. In 1948, he married his childhood sweetheart, Lillian Gruder, who had grown up in a neighboring apartment house on St. Marks Avenue.
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The 1950’s was a time of great change. A major shift in demographics caused Rose and Herman to consider a change in the store’s venue and in the type of merchandise that would be offered. Many customers had moved east, to the borough of Queens and to the suburbs. And so it was that J. Hirshleifer and Son, in 1950, relocated to 116-15 Queens Boulevard, in Forest Hills, saying goodbye to Brooklyn’s Manhattan Avenue which had served it so well. Also left behind was the sale of furs, the business, instead, focusing in on the sale of coats and ladies suits. Over time, Rose broadened the selection of merchandise by moving into one-piece dresses and eventually into expensive dresses, which she purchased from the fashion houses of Europe, a practice which made Hirshleifers one of only a handful of such boutiques in the area. The business prospered at its new location, drawing clients from the five boroughs, Long Island, the suburbs of Connecticut and New Jersey and from the far reaches of New England, and Florida and even California.
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Herman’s health, however, suddenly declined. First suffering a disabling heart attack and then a fatal one in his sleep which led to his premature but peaceful passing at the young age of 64, Herman, according to those who knew the intensity Rose brought to his life, remarked that he had taken the easy way out. With no disrespect intended, the narrator wholeheartedly concurs with that characterization. In any event, with Rose now alone and the business continuing to grow, Paul left his position at Bloomingdales to join Rose at Hirshleifers. Rose pressed on as a fixture in the alterations shop and on the sales floor, and Paul took charge of all other aspects of the business. And indeed, it was a high time for fashion in America and a tremendous opportunity for growth.
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HIRSHLEIFERS CAPITALIZES ON THE EMERGENCE OF AN AMERICAN FASHION IDENTITY
Indeed, after centuries of dependence on the dictates of Parisian fashion houses, Americans watched as the European couture industry shut down during World War II. It was during this unique window of opportunity that the ready-to-wear industry, an American phenomenon, stepped in to fill the fashion gap. Industrialized production methods and standardized sizings that led to the manufacture of clothing designed to fit a majority of the population supplanted professional tailors that provided clothing personally made to reflect individual measurements. The ready-to-wear industry, as it was called, brought with it a couture style and quality but a price-tag that made the clothing more affordable. From elegant eveningwear to casual sportswear and separates, from high-end gowns to less expensive goods, ready-to-wear changed the fashion industry in America, making fashion more accessible and spawning a host of new designers that Paul introduced at Hirshleifers. From names like Pauline Trigere, Rudy Gernreich, Ben Zuckerman with his coats and suits, Norman Norrell, Donald Brooks, Bill Blass, Stella Sloat, Ben Reig, Originala, Tiffeau Busch, James Galanos, Oscar del la Renta came stylish sportwear and elegant eveningwear with a uniquely American look and feel. Paul and Rose were able to position Hirshleifer’s to take advantage of this design renaissance.
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In addition to buying goods from designers on Seventh Avenue’s ready-to-wear market, Paul also traveled to Europe to supplement his collections with the finest in Parisian and Italian fashions. Believing that the high-end luxury market was relatively immune from the downturns of the economy, Paul invested his dollars in the purchase of very expensive goods that he then offered for sale. This was a potentially risky step, requiring strong conviction and a confidence in his vision. A talented and insightful businessman, Paul’s vision came to pass.
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Working alongside Rose, and his wife, Lillian, who joined in the business as well, Paul built Hirshleifers to one of the nation’s premiere specialty stores. Often the first in the region to sell certain luxury labels including many designers first emerging from Europe, the reputation of Hirshleifers grew far and wide.
