Campbellton retail dynasty 4 generations strong

Alexa Elias, a translator and entrepreneur, is launching her third business — a women's clothing boutique -— at 24 years of age.

Elias is young, but has years of experience in the retail sector due to her upbringing. She was born into a family of "merchants" — and has the marriage licences from the early 1900s prove it.

"They came to Campbellton in 1910 [from Lebanon] and in some of their marriage certificates, it said merchants. They all had shops: grocery stores, boutiques, you name it, they had it," said Elias.

"They had the whole street."

Her new boutique, called Boutique LEX, is located at 91 Roseberry St., across from her grandfather's former clothing store, at 88 Roseberry St.

"I'd like to take credit, but I think instinctively she has it," said George Elias, who is now retired.

"We've come from a long line of traders."

George Elias's parents were merchants, and his brothers and sister also owned several businesses in the area.

Marion Elias, George's wife and business partner of 60 years, can list the different family members who have owned businesses.

"Antoine had a grocery store in Atholville. Jamil had a grocery store on Sugarloaf Street. Woody had a grocery store on Roseberry Street," said Marion Elias.

"[Alexa]'s an Elias, and she'll make a good businesswoman."

Believes in Campbellton

The Elias family no longer owns a string of retail stores. Several members have retail properties, but Alexa is the only true merchant.

She acknowledges the challenge of becoming an entrepreneur in an economically depressed area like northern New Brunswick.

"You have to be optimistic. I really do believe in the market of Campbellton," she said.

"There's boutiques in Caraquet and Carleton that have been open for 10 years or more and have all been doing so well."

Elias said she believes the region is ready for new stores and shops, and that supporting businesses are in demand.

"It's important to have people to support those big businesses, like Zenabis, that are coming. It's important to have the supporting industries to attract families and young professionals here."

Elias' ancestors came to Campbellton under difficult circumstances, with little more to their name than their own ambition.

She's proud to continue in the same tradition, even if it means bearing her family's reputation as shrewd businesspeople, as she realized during a recent conversation with a local contractor.

"He started laughing and said, 'When you started negotiating with me, I knew right away you were a real Elias,'" she recalled.

"He was saying it as a joke but I thought it was pretty flattering."