2008-06-26 / Top Stories

Popular Rockaway Parkway Shop To Close After 25 Years

By Dara Mormile

Old friends who have worked together for years gather together for the last time: Left to right, Nicola Farquharson, Corrine Hopkins, Ed Gottlieb and Celia Mendez.          Charles RogersOld friends who have worked together for years gather together for the last time: Left to right, Nicola Farquharson, Corrine Hopkins, Ed Gottlieb and Celia Mendez. Charles Rogers Whether you shopped for suits for the office, dresses for summer parties or weekend wear, Price Fashions, the quaint shop at 1412 Rockaway Parkway, has helped women find just the right style for the past 25 years. But now, due to the changing economy, it will officially close its doors on July 5.

"It's been a great 25 years," said owner of Price Fashions and real estate broker Ed Gottlieb. "Shoppers were guaranteed to get not only a great selection, but a balance between style and value."

Gottlieb fondly looked back to the early '80s when neighboring shops along the Rockaway Rockaway shopping section, such as Milty's Toy Chest, Scattoro's Supermarket and the A-Z Variety Store were thriving. Over the years, store owners chose not to renew their leases, as Gottlieb recently decided. In addition, the increase in chain stores in the local area have had a significant impact on how Canarsiens shop.

"Twenty five years ago I don't think people were as mobile as they are now," said Gottlieb, who was also president of the Rockaway Parkway Merchants Association. "They're driving to Gateway Mall and the Atlantic Center where they can get a lot more than just clothes. I think that's one of the main reasons some of the stores in Canarsie haven't survived. But you really can't beat the personal service of small stores like ours.

"If you're one of these women who don't want to leave the dressing room - maybe something doesn't fit right, or you want someone's opinion and you're in there by yourself - there's always an employee waiting to help you," he added. "And you can't get the one-on-one dedicated service at the larger department stores. Plus, it's easier to find what you need in a small store so you can get in and out quickly - there are no long lines and returns or exchanges are easier."

Gottlieb is proud of what he and his staff have been able to supply to the community over the years. He attributes the popularity of his store to various promotions and celebrations, including TV giveaways and discounted specials only offered through home mailings.

Gottlieb said Price Fashions in Canarsie was an ideal location because it was right across from the L subway station and a lot of customers came from all parts of Brooklyn.

As for the future of the space, Radio Shack is expected to open there.

Gottlieb will continue working as a national real estate broker out of his office in Hewlett, Long Island.

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