‘Shock’ Owner is Businesswoman and Humanitarian

Elyse Richman, owner of Shock women's clothing store and Shock Kids in Westhampton Beach is both a business owner and a humanitarian, having recently traveled to Israel to serve as a civilian in the Israeli Army. 

Richman has owned her own businesses most of her adult life.  A graduate of the Fashion Institute of Technology, she opened Shock at 115 West Main Street, a women's clothing store, 25 years ago after years owning her own fashion and design company in New York City.  

"I came out here on the weekends and had my own store and then I moved out here about fifteen years ago," said Richman, a resident of Westhampton Beach.  She said she thought of opening Shock Kids, at 99 West Main Street, when she was expecting her first child, a son named Maxwell.  "I was pregnant and this store became available and I decided we needed a little baby store in town," she said.  "So as Shock was born, Maxwell was born.  He's ten now."

Richman said she buys everything that is sold at her store.  "I didn't know anything about the baby business when I started the baby store, but I learned fast," she said.  "We have a loyal customer base."

Richman also owns a small ice cream store just behind Shock Kids.  "I think we're unlike any other ice cream store," she said.  "In the summer, we have parties for the kids and outdoor music on Saturday night.

As a business owner in the community, Richman is always thinking of ways to give back.  Shock Kids participates in an annual nation-wide coat drive, called One Warm Coat.  She places a box outside the door to the store and asks that people donate coats.  The coat drive will continue through February.  "This year, there is a big need for coats," she said. Once the coats are collected each day, Richman brings them to the Church of the Immaculate Conception in Quiogue.

As another way to give back, Richman recently volunteered in the Israeli Army for two weeks.  As a civilian volunteer, her tour of duty allowed an Israeli soldier to return home during that time.  "It was amazing," Richman said of her experience.  "It actually allows a soldier to go home for that time that you're there.  They are so appreciative." 

Richman said she lived like a real soldier, sleeping in a barracks in uniform.  "I was in charge of repairing helmets," she said.  "I raised the Israeli flag every morning."