When Frumie Gartner and her family moved from Staten Island to Edison in Spring 2019, they were drawn to the area in part because they’d heard of the well-regarded warmth of the Orthodox community. After they arrived, Gartner also learned about the growing roster of Jewish-owned businesses in the area, which encouraged her as she came with her own business, Wigs on Wheels (Wigsonwheelsfg on Facebook and Instagram). A licensed cosmetologist, Gartner offers a variety of services for women wearing sheitels—free pick-up and delivery, washing and sets, cutting, coloring, repairs and more.
Gartner; her husband, Heshy; and their two children started to get to know the community, visit shuls and make friends. Wigs on Wheels developed roots in its new hometown. And then COVID-19 arrived and threw a mask-wearing, social-distancing wrench into everything.
As coronavirus season settled in, Gartner saw the impact the government restrictions had on her business and the other small, Jewish-owned business she knew. And she began to develop a plan to help Highland Park/Edison Jewish businesses support each other and raise their visibility in the community.
Working with Marla Rottenstreich, owner of Mekor Fitness LLC, and Sofia Shaunbaum, owner of Mamas Kitchen xo xo, Gartner enlisted 12 Jewish businesses to participate in a promotion/contest on Instagram to raise the visibility of all the businesses and increase their audiences on social media. The businesses involved are Appliance Doctor, Inc.; Chaya Bialenstock Photography; Glatt 27; Judaica Gallery; Mamas Kitchen xo xo; Mekor Fitness LLC; The Park Medspa; Rivka Greene/Rivky Realty; S.B. Bridal Attendant/Wedding Day Coordinator/Photo Shoot Dresser; Sweets to Nuts; Wigs on Wheels; and Willow Boutique.
The businesses donated the following prizes for the Instagram contest: a $50 gift card at Judaica Gallery, a $50 gift card at Willow Boutique, a free 30-minute photography session by Chaya Bialenstock Photography, a package of skin care products, a $50 gift card at Sweets to Nuts, $50 off a service visit by the Appliance Doctor, a Kate Spade pocketbook, a $50 gift card at Glatt 27, a $50 discount on services by S.B. Bridal Attendant, a platter of food from Mamas Kitchen xo xo, a traveling wig box with styrofoam head and free enrollment in a Mekor Fitness 20/20 class along with a 20-minute health coaching consultation. The effort was buoyed by The Jewish Link’s contribution of a free advertisement to promote the contest.
As Gartner explained to The Jewish Link, the Instagram contest has three rules: Everyone participating must follow all 12 businesses on Instagram, they must “Like” the businesses posts during the four-day period during which the contest runs and they must tag at least two friends in comments on one or some of the posts.
The contest is scheduled to run from Motzei Yom Tov of Simchat Torah, Sunday, October 11, through Thursday, October 15. The winner of the contest will be announced shortly thereafter.
Rottenstreich praised Gartner for orchestrating this effort and said, “I believe this collaborative initiative will unify Middlesex County Jewish businesses and inspire community members to support their small businesses, via storefront support and on social media.”
Gartner stressed that this effort is not a one-and-done project but the beginning of more concerted efforts to unify local businesses. She pointed to Josh Pruzansky, president and CEO of the new Raritan Valley Orthodox Jewish Community Association (RVOJCA), who is developing other projects to continue this important work.
“I applaud Frumie Gartner for wanting to help our local businesses, and by making people aware of this need. She is actually doing something about it. This is a perfect springboard for the Shop Local Campaign of the Raritan Valley Orthodox Jewish Community Association (RVOJCA), which will be launching in October and will be incentivizing the local community to patronize our local businesses,” said Pruzansky.
By Harry Glazer
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