Meet the Owner: Elyse Richman, Owner of Shock, Baby Shock and Shock Ice Cream

Welcome to the second installment of Patch's weekly feature, called Meet the Owners. In this feature, Patch will highlight business owners from Westhampton, Hampton Bays and Quogue. This week, we sat to chat with Elyse Richman, owner of , and in Westhampton Beach.  

Question: How did you get started?

Elyse Richman: Twenty-seven years ago I took a ride out with a friend in middle of the winter and there was a little for rent sign in a window. I said, let’s take this store. That was Shock. Then, 13 years ago, when I was pregnant with my son, Max, the baby store became available and I said I will take it. Behind that store was an ice cream store and we opened that store as well.

What is your biggest challenge as a business owner? 

Elyse Richman:  My biggest challenge is probably the fact that we are seasonal and I would to be more year round so promoting this village is the hardest part. 

What do you enjoy most about your job?

Elyse Richman: The interaction with the public and getting to know my customers and becoming friends with my customers and watching them continue to be a part of by business. It's like a family. I watch them have kids. It's nice to be a part of a community.

What are the trends in your business or what is your most popular item?

Elyse Richman: Mustaches are hot. We can't keep them in stock. They are on T-shirts, rings and necklaces. 

What advice do you have for someone starting a business? Or what is the best piece of advice that you have ever received?

Elyse Richman: Focus and be aware of everything around you from the tiny details to the big picture and really enjoy what you do. Being your own boss gives your freedom, but it is also a shackle around your ankle. But, I wouldn’t have it any other way. 

Do you have any future plans for your business?

Elyse Richman: More Internet, more social media marketing.

What makes your business unique?

Elyse Richman: We have been in business for so long and have become an integral part of Westhampton. People know us and people come to Shock from the North fork and East Hampton.

What do you like the least about your business or what would you change if you could?

Elyse Richman:Managing deliveries. You have to watch every little detail and make sure things come in on time. The ice cream store is the hardest part is the hardest when it comes to ordering. There are over 60 flavors. And cleaning the machines too.

What do you plan to do in retirement? 

Elyse Richman: I don't think I will ever retire. 

If there is a business owner that you would like to see Patch interview, e-mail Erica.Jackson@Patch.com or shout out the business name in the comment section below.