Bel Air Camera Celebrates 50th Year

By Chelsea Ehrke

While the fortunes of Westwood Village have ebbed and flowed, one of its landmark stores has always been a beacon of value and service. Bel Air Camera is celebrating its 50th anniversary this year and, to this day, still remains true to the strength and vision of its founder, William Herskovic.

When asked how Bel Air Camera has survived difficult times, Herskovic's daughter Suzanne turns her thoughts to her father's own past, as no downturn could ever be as difficult to deal with or understand as the suffering her parents underwent during the Holocaust.

"Every person who survived World War II saw atrocities that are inhumane and truly unforgettable," she says. "My father and others don't know how to justify why they survived, but they come to the conclusion that they are here to teach the world about what happened and that it shouldn't happen again."

In its own way, Bel Air Camera serves as a champion of that idea. With the simple notion of treating each customer as a person who deserves respect and quality, the Herskovic family and Bel Air Camera have risen out of misfortune to serve as a model of hope, human dignity and value.

In 1927, when William was 13, he worked as a photographic apprentice in Hungary and was known as the country's best photo retoucher. At 17, he opened his own photography store in Antwerp, and shortly thereafter married and had two daughters. His happy life, however, was tragically interrupted when William was sent to a Nazi work camp and his wife and children were taken to the gas chambers at Auschwitz. To survive, William used his wedding ring to bribe a guard for food, and after months of planning, he succeeded in a daring and dramatic escape.

He contacted Professor Perlman, the head of the underground resistance in Brussels, and told him the fatal reality of the "work camps." William was one of the earliest surviving eyewitnesses to the conditions of Nazi encampment and his testimony ultimately saved thousands of lives. It wasn't until after William returned home that he learned the fate of his wife and children from his wife's sister, Maria, who also lost her husband in the Nazi death camps. The two later fell in love, finding a mutual bond and understanding in their suffering, and were married.

At the age of 43 in 1957, William moved his family to the United States and opened Bel Air Camera in Westwood Village. William and Maria drove to work together every day. Maria ran the books while William ran the floor. Their story is told in the book, "Escape to Life," written by Patricia Herskovic, one of William's daughters.

When William passed away in 2006, management of the store fell to his wife and his daughter, Suzanne, while other members of the family continue to help out. David, Suzanne's nephew, works behind the counter.

William's brother, Otto, expresses pride in being related to William and being personally involved in the store. "There is nothing like dealing in your own business and being nice to every person that comes in," says Otto.

Customers certainly appreciate this kindness. Gary Mozer, a frequent customer of the store, cites service as Bel Air Camera's best asset. "The people really care here. They don't just sell the equipment; they provide service," says Mozer. He also says that Bel Air Camera always has the newest equipment and hard-to-get cameras because of their longtime relationship with the manufacturers.

The manufacturers praise Bel Air Camera's approach to business as well. Peter Aronson, Director of Sales for Casio, has been flying in from New Jersey to visit Bel Air Camera for the last 20 years, and fondly refers to the customers and staff at the store as his second family.

Suzanne continues to run the store as her father did, with a focus on moral value, quality and service to the customer, and William's wife Maria continues to come in every day for several hours.

Suzanne values the history behind the store and takes her role seriously. "It's a legacy that I have inherited," she says. "There are strong values to continue to uphold."

For more information, visit www.belaircamera.com