Posted:
Friday, October 18, 2013
BRENHAM -- Bruce Margolis isn't just the "Caveman" -- he's a man-tiquing pioneer.
The creator and owner of American Man Cave, a retail shop in
downtown Brenham, Margolis knows exactly what it takes to outfit the
ultimate man cave.
"It has to be something that's personal; it
touches you, especially in relationships," he said. "It's some place in
the house or apartment that's just your place."
Everything in his shop -- sports memorabilia,
vintage tap handles for kegs, beer steins, jukeboxes, collectible toys,
motorcycle gear, old movie posters and so much more than the eye can see
-- is for sale. It's a man-child's shopping paradise.
The store is so impressive that it's been
nominated as one of this year's "Best Downtown Businesses" by the Texas
Downtown Association. Voting for the contest -- through Facebook and
email -- ends today. Want an old, custom-made Aggie belt buckle? He's
got one. Looking for an autographed rookie photo of Pete Rose? He's got
one. And if you need to pick something up for a special lady, he's got
something for that, too.
Indeed, the shop is a cave away from home. But the man cave isn't just for men.
The shop, which includes a humidor and smoking
lounge for gentlemen, also features "The Woman Cave," a room toward the
back with all manner of decor and accessories. Margolis' wife, Michelle,
makes 90 percent of the jewelry, dubbed The Margolis Collection.
"Earrings and cigars are competing to be the top-sellers each month," he said.
Evolution of a caveman
Originally from Michigan, Margolis is a retired
engineering design manager who worked in the automotive industry and for
the government. His mechanical skills have been put to use at the shop,
building custom motorcycles and assembling engines for motorized
bicycles.
He used to be a certified firefighter and
emergency medical technician. He also survived three bouts with cancer.
Two years ago, he was working for an oil-and-gas company in the Houston
area when doctors discovered a congenital heart defect that had him
homebound.
In January 2012, his doctor gave him two options: Go back to work or go on permanent disability. "I was too young to take disability," he said.
Margolis, who is 54 now, had a better idea, and it only took him a day to put his plan together. After a lifetime of collecting everything from
toys to movie props to neon bar signs, Margolis decided to sell off his
"mantiques" in his very own shop. But not just any shop. The ultimate
male-shopping experience -- American Man Cave -- was born.
Margolis came up with every detail, from serving complementary beverages to illustrating the wild-eyed caveman.
The funny-looking little man, which bears a
striking resemblance to Margolis, appears on T-shirts, coffee mugs and
official Caveman coffee, jerky and cigars. Margolis said the Cavegirl
T-shirts are more popular than the Caveman tees.
The first American Man Cave shop opened in
Bellville in March 2012. About six months later, Margolis found a store
in Brenham that was triple the size of the Bellville location. He picked
the downtown building because the area is always busy when there's a
festival or big events in Brenham, he said.
On Nov. 23, American Man Cave opened in its new location with the Woman Cave and cigar lounge additions.
The Caveman experience
Margolis is intent on offering his customers a different kind of shopping experience, he said.
His years of collecting, which he learned from
his father and grandfather, have given him a keen ability to find rare
objects, such as original car-concept drawings from the Ford factory in
Detroit or a 1950s model Fender amp. He loves to see someone's face
light up when they've found that special treat.
If a customer can't find what they're looking for
in the shop, Margolis has a contact sheet that he refers to whenever he
comes across a unique item. He said the American-made neon signs for
Texas beers are the hardest to keep in stock.
Not everything in the store is an antique or
collectible. There are several Texas-shaped signs that are made with
pieces of old metal signs and Texas license plates. There are
hand-milled tables made by local woodworkers. His latest products are
ashtrays, business card- and pen-holders, and other small desktop
items
made from Harley Davidson exhaust pipes.
Expanding the Man Cave
Customers love American Man Cave so much that a few have purchased franchising rights.
One shop has already opened in Charlevoix, Mich.,
and he has three more under contract in the Great Lakes state. He's
currently entertaining offers from groups in Nashville, Phoenix, Las
Vegas and Los Angeles.
The nomination for "Best Downtown Business" is
just the latest jewel for his caveman collection. Margolis said he isn't
worried about winning.
"I think it's a cool honor," he said, adding that he's "afraid to get too excited."
Margolis said he's more interested in branching
out in Texas. He's looking at reopening a shop in Bellville, and
shopping out the idea of franchises in College Station and Austin.
In addition to helping set up shop, Margolis teaches franchisers how to look for and find collectible items.
"I'm kind of like American Pickers, Pawn Stars and American Restoration combined," he said.
He's also focusing on more ways to diversify the Caveman branding.
"Everybody loves that little caveman," he said.
