Atlantans know exactly who Atlanta's premier furrier is. But then so does a host of very selective fur fanciers from all over the world. The name---the person--- they know is Helen Frushtick.

When Helen Frushtick opened her Atlanta fur salon more than thirty-five years ago, she was continuing a family tradition dating back to the 1920's. That tradition gave the gregarious businesswoman a legacy of fur knowledge and personal service excellence that enabled her to hit the ground running. At that time she was the only woman in the fur business in the United States or Canada. Helen kept her successful momentum going with an enthusiasm that's contagious. Today, Helen and her staff are helping a third generation of customers select their fur coats.

That she loves what she does is apparent. That she's very, very, good at it is equally clear. The Helen Frushtick Furs Apparel Mart showroom offers a collection of furs that couldn't be more suited to Atlanta's tastes and climate. It's an artful blend of classic Blackglama mink and fashion-forward exotic furs. The showroom is elegant and sophisticated; the inventory borders on breathtaking. But the atmosphere is one of comfortable family friendliness. That may stem in part from the fact that Helen's son, David and her sister Connie Williams, and adopted member of the family, Richard Joseph, are also active in the business. There's a sense of camaraderie among the associates that creates an inviting environment that's friendly without being familiar.

According to Helen, fur has never been stronger in fashion. Her large inventory includes a greater selection of couture styles than ever. But style isn't the only reason for such a complete inventory. A wide selection is critical to a customer's finding the coat that's perfect for her coloring, body type and lifestyle. "There are some furs we don't choose to put in our collection because we're being extremely selective for our clients," notes Helen Frushtick, a native Atlantan. "Being a Southerner myself, I know our clients' preferences." "Our Southern clients like soft, romantic, lightweight, beautiful coats with a more fashion forward feeling." "Being a furrier in Atlanta is different than being a furrier in New York or any other northern city," says Frushtick. "We don't wear fur because we're cold; we wear it because we love it. We wear fur for its beauty, its glamour, its fashion."

Helen Frushtick's eye for quality and selection are only part of the story. Many of her clients have been with her for as long as she has been in business. The reason? Helen Frushtick Furs is unmatched when it comes to serving its clients, whether it's custom design, picking up and delivering (Helen began pickup and delivery of storage in Atlanta), cleaning, glazing or redesigning.

As women who own fine furs know, a fur coat is a clothing investment. It can be worn with anything, "My greatest satisfaction is helping my customer choose the coat that she'll love every time she puts it on," says Helen. I want to help her make an investment she'll be happy with for years."

Along with the fame she has gained in Atlanta for her business acumen, Helen Frushtick, as a native Atlantan, is also well-known for taking an active part in her community.