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From Russia with love - and a dash of capitalism.


It seems as if Mark Foks never really left Russia.

Since moving from Leningrad to Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850.  three years ago, Foks spends most of his days in America pacing his 2,000-square-foot store surrounded by reminders of his homeland.

As sole clerk and owner of "Russian Connections," the 36-year-old Foks is consumed with buying, arranging and selling costly Russian collectors' items and more affordable folk crafts.

Formerly a metalworker, Foks says the idea for a Russian store came to him several months after arriving in Los Angeles with little English language English language, member of the West Germanic group of the Germanic subfamily of the Indo-European family of languages (see Germanic languages). Spoken by about 470 million people throughout the world, English is the official language of about 45 nations.  ability and even less money.

"I think, here in America, they don't have a big store about Russian life Russian Life, previously known as The USSR and Soviet Life, is a 64-page color bimonthly magazine of Russian culture. It celebrated its 50th birthday in October 2006. . It's some mistake. Chinese store is working, English store is working," says Foks, who looks more like a professor than a metal-worker with his mustache, beard and conservative sweater.

"I think, don't open a small store. Russia is a big country, we need a big store," Foks says.

Foks calls his shop, situated near the corner of Melrose and Fairfax, "The Biggest Russian Gift & Souvenir Store in America."

"I wanted to give a chance to say, 'Take a look at what is Russia,'" says Foks.

With its large sign and bright red colors, the store has been a local eye catcher since it opened May 1, 1990. Foks' wares include musical instruments like the three-string balalaika balalaika (băləlī`kə), Russian stringed musical instrument, with a triangular body and a long fretted neck fretted instrument. Usually there are three strings, which are generally plucked with a pick. , and wooden spoons, bowls and cups with hand-painted swirls of gold, black, orange and green.

He carries a selection of Russian music, ranging from hard-core punk to gypsy and religious albums. One two-story wall is covered top to bottom with Soviet propaganda posters. Another area is devoted to wooden dolls ranging in price from $3 to $400 and in depictions from former Soviet Union leader Mikhail Gorbachev to blond girls in red kerchiefs.

One corner shows off military memorabilia, with medals, uniforms and bristling bristling

see hackles.
 KGB KGB: see secret police.
KGB
 Russian Komitet Gosudarstvennoy Bezopasnosti

(“Committee for State Security”) Soviet agency responsible for intelligence, counterintelligence, and internal security.
 fur hats. The store also offers collectibles and big-ticket items big-ticket item Managed care A popular term for an expensive therapeutic or diagnostic procedure  such as Russian icons General history
The use and making of icons entered Kievan Rus' (which later expanded to become the Russian Empire) followed its conversion to Orthodox Christianity in 988 A.D.
, some from the 15th century, and black lacquer lacquer, solution of film-forming materials, natural or synthetic, usually applied as an ornamental or protective coating. Quick-drying synthetic lacquers are used to coat automobiles, furniture, textiles, paper, and metalware.  boxes depicting snowy sleigh rides and scenes from Russian fairy tales This is a list of fairy tales, the dates of their earliest known printed version, the author and, if known, the collection of tales in which it was published. It should be noted, however, that not all stories listed below would be categorized as fairy tales by a strict definition , ranging in price from $40 to $1,000. Foks also sells delicate Lomonosov porcelain.

Foks runs the store single-handedly, working from 10 a.m. to 7 p.m. six days a week. He orders deliveries of Chinese food during lunch so he doesn't have to leave the store.

He says he has about five regular buyers in the former Soviet Union who send him boxes of goods when he is short an item. Sometimes he pays them upfront, and other times he send them a check after he receives the goods.

In addition, some people just drop by the store and ask Foks how much he will pay for their items, sometimes collectibles or recently purchased goods from Russia.

"I need about 100 pieces a month and they provide me. It's a unique situation. I don't spend a lot of money on stock; it's more like an antique store," he says.

Thirty-three-year-old computer programmer Nikita Mergelian recently brought Foks some Russian flags This is a list of flags used in Russia. National Flag

Flag Date Use Description
1896 - 1917
1991 - State Flag of Russia A tricolour consisting of three equal horizontal fields, white on the top, blue in the middle and red on the bottom.
, and Foks wrote him a check. Originally from Moscow, Mergelian has lived in Los Angeles six years.

Standing in the store with his 19-year-old blond wife, Helen, Mergelian says he brought Foks some flags two years ago, so when he was in Moscow last month, he picked up more goods for Russian Connections.

"This store is an L.A. landmark," says Mergelian.

Foks says the amount of stock on hand in the store has increased significantly since its start-up, forcing him to buy new shelves to hold all the goods. However, the uncertain economic and political climate in the former Soviet Union makes it sometimes difficult to set prices.

"Right now, when the Soviet border is open, we can get things easier. But every month in the (former) Soviet Union, the price goes up. It's a problem. We can't increase prices every month -- we have to put things on sale," says Foks. "My profit is smaller and smaller."

Foks says he made a profit in 1992, but it has not been easy. He says Christmas sales were "OK," but he is concerned about January and February. For Foks, planning is especially difficult. Not only must he be concerned about the Russian economy, but the American one as well.

"I am like everyone else in America, sitting at home watching the News at 10, trying to figure it all out," he says.

Foks, who drives a 1983 Toyota Corolla The Toyota Corolla is a compact car produced by the Japanese automaker Toyota, which has become very popular throughout the world since the nameplate was first introduced in 1966. In 1997, the Corolla became the bestselling car in the world, with over 30 million sold as of 2007. , says everything he owns is invested in "Russian Connections."

"You come to my apartment and you see nothing. Everything I have is in this store," he says.

It has not been an easy journey for Foks, or his wife, Galina, and 12-year-old son, Leon, but he claims luck has been on his side.

Galina, who was a hairdresser in Russia, is now a pet groomer. She is pregnant with their second child.

Foks says Leon, now in the 7th grade, speaks English like an American boy. But his dad says Leon has become maybe "too American." Foks says his son is concerned primarily with fun and finds it hard to concentrate on his studies.

A metal worker in Leningrad, Foks and his wife, who are both Jewish, became increasingly concerned about anti-Semitism in Russia.

"We must fret about life there. Politics and government can change, but anti-Semitism will always be in Russia," he says.

Foks says when the family arrived in Los Angeles on December 18, 1989 after living in Italy for nine months, neither he nor his wife spoke English.

Foks says the family stayed with relatives, received $4,000 from a local Jewish organization, and did not accept welfare.

He says the idea for the gift store came to him after he got a part-time job working in a framing shop on Sunset Boulevard Sunset Boulevard is a street in the western part of Los Angeles County, California, that stretches from Figueroa Street in downtown Los Angeles to the Pacific Coast Highway at the Pacific Ocean in the Pacific Palisades.  for less than $500 a month.

He found a partner to put up the $70,000 start-up capital, but the partner left the store for Seattle after a discouraging trip to Russia.

"He come back like crazy, saying, 'Policy can change every day, what we will do with supply?' I said, 'Oh, take a chance, it's America, don't look so far in the future.'"

Foks says he was able to get loans to buy out his partner and is now the sole owner of Russian Connections. He says monthly rent was $4,700, but the landlord has reduced it twice during the past two years due to the economic climate.

"We wanted a big corner in this visual building. This corner is advertising for us. Red color, big sign, this is working," he says.

The store is known by many in Los Angeles because of its locale (programming) locale - A geopolitical place or area, especially in the context of configuring an operating system or application program with its character sets, date and time formats, currency formats etc.

Locales are significant for internationalisation and localisation.
 and large neon sign neon sign nenseigne (lumineuse) au nĂ©on

neon sign neon nNeonreklame f

neon sign n
 proclaiming, "From Russia With Love."

"Sometimes people call me when they are looking for Looking for

In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with.
 something Russian and I always recommend that store," says Gregory Wain, president of the Russian American A Russian-American is a citizen or permanent resident of the United States who was born in Russia or is ethnically Russian. Non-ethnic Russians in this group could be Jewish, Ukrainian, Armenian, or any other ethnicity who were born and grew up in Russia (Tsarist, Soviet, or  Cultural & Trade Association, in Van Nuys. "It's a little piece of Russia," says Gregory, who estimates the Russian community in Los Angeles at about 100,000.
COPYRIGHT 1993 CBJ, L.P.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Article Details
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Title Annotation:marketing of Russian collectors' items
Author:Vrana, Debora
Publication:Los Angeles Business Journal
Date:Jan 25, 1993
Words:1177
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