Ellen Geller Kamaras
“What lights me up? I am passionate about anything that creates beauty in the world. Warm spaces, flowers, creativity, sharing/exchanging ideas with others, connecting people. Being with my family, spending time in the kitchen, creating memories.” ~ Heleyne
Please meet Heleyne Mishan Tamir, a mother, wife, impassioned community member, and visionary entrepreneur. She believes in opportunities versus challenges and has brought beauty into our lives in many ways.
Heleyne’s parents are Debbie and Eddie Mishan. Debbie is Ashkenaz from Long Island and Eddie is of Syrian descent from Brooklyn. Heleyne is the oldest of many siblings, full and half.
The family moved from Brooklyn to NJ before Heleyne started first grade at Hillel Yeshiva, which she attended for elementary and high school.
On to the Theatre
Heleyne was an excellent student but was extremely shy. Her incredible first grade teacher, Marlyn Michaels, noticed how quiet Heleyne was and put Heleyne in her first musical. She was almost six years old. Ms. Michaels directed community theater outside of Hillel. Heleyne continued performing all through school. “Ms. Michaels gave me the confidence and the opportunity to find my voice…literally. And I was the lead role in almost every show from nine years old and on.”
Most Sundays were spent dedicated to theater at the JCC where Heleyne directed the youth theater program. She studied dance in the morning, and singing and acting in the afternoon. Heleyne loved these classes and the experience stayed with her. “I use all the skills I learned back then in everything I do now. I often used to say that those classes are the reason I could present at a board meeting, sit in rooms with other CEO’s, and just communicate in general.”
Heleyne studied at Monmouth University for one year before launching her formal career in fashion sales.
Her Essence
Heleyne describes herself as innovative, an out-of-the-box thinker, enthusiastic, optimistic, unstoppable, generous, loving, and open-hearted. She is also passionate and energetic.
As you read Heleyne’s life story, you will learn about her business and fashion acumen and her fervor and talent for creating beauty.
Enter Ronnie Tamir
Heleyne met her naseeb, Ronnie Tamir, on a blind date arranged by one of her best childhood friends. They clicked and the rest is history! The couple live in Deal and combined forces to build a beautiful family- along with a successful and creative businesses.
The Tamir children range from ages ten through twenty-one and all proudly followed in Heleyne’s footsteps and received their Jewish education at Hillel Yeshiva. One child studied at Fordham University, and another is currently at Monmouth University.
Heleyne’s most gratifying accomplishment is the lovely family she created with her husband. “This includes a dynamic of unconditional love, self-expression, and support. We instilled [in our family members] the concept of ‘nothing is impossible.’ I am incredibly proud of the businesses my husband and I have founded together but am even prouder of the example we set for our children as they look to build their own futures.”
Heleyne cherishes being with her family, spending time in the kitchen, and creating memories.
Career Trajectory
“I always enjoyed being in the workforce.”
While studying at Monmouth University, Heleyne landed a job working as an assistant at Theory, an upscale clothing brand for men and women. It was her first time working in a big office in NYC and she was promoted quickly. That promotion launched her career in fashion sales. Heleyne climbed the ranks through the years, holding positions at several different companies.
Ronnie was already in the retail sector and owned retail stores when the two met. Together, in 2003, they pooled his knowledge and retail expertise and Heleyne’s experience in wholesale and fashion and opened Cantaloup, a small chain of upscale women’s clothing stores in the NYC Metropolitan area. Cantaloup was featured in Vogue and other magazines across the globe.
In 2013, Heleyne started Surratt Beauty, with the hair and makeup artists who were on set for the Vogue shoot. Heleyne helped create a brand celebrated for its Japanese craftsmanship, innovative formulations, and luxury artistry, redefining modern beauty with thoughtful, high-performance products. Surratt produces sophisticated, superior-quality makeup and tools that deliver uncomplicated, pro-level results. Fueled by an eye toward ingenious innovation and exquisite beauty, Surratt draws on texture, technique, and technology for next-level product personalization.
The Surratt products were manufactured in Japan and first introduced into Barney’s in 2013. After the Barney’s promotion, the products were placed in major high-end stores globally. Although control of Surratt was sold to a private equity firm in 2017, Heleyne is still involved in the business.
BloomBar is born
During the pandemic, Heleyne and Ronnie opened BloomBar Flower Market as a passion project “while the world was hunkered down.” That concept grew into BloomBar Café et Fleurs, which is what the Cafés become widely known for.
The Cafés were intended to create a space of community where people could meet, experience the beautiful food, flowers, and home décor while feeling transported outside of their normal routine.
Building on her love for aesthetics and immersive experiences, Heleyne expanded her entrepreneurial journey into the world of flowers and hospitality with BloomBar. It is more than just a café. It is a space where guests can experience stunning floral arrangements, sip delicious matcha and coffee, enjoy handcrafted pastries, and explore a selection of homewares, gifts, and beauty essentials. Driven by a deep commitment to revitalizing local retail, BloomBar was created to reimagine the in-person shopping and dining experience, where customers can engage with beauty, design, and community in a meaningful way.
The Tamirs own a total of nine stores.
Live Beautifully is the key message of BloomBar Café et Fleurs. “A reminder that you can create even small moments of beauty in your day. A cup of matcha that makes you feel centered, a bouquet that feels uplifting, or a nourishing salad that fills your belly and your soul.”
Role Models
Heleyne credits her parents for modeling creativity and fortitude in their own individual ways. She learned how to be a great leader from those managers she worked for throughout her career. “I also discovered who I don’t want to be and remind myself of that daily.”
Community
Community is precious and vital to Heleyne. She is an entrepreneur with a passion for beauty, design, and revitalizing retail spaces that bring communities together. Heleyne’s work is driven by a deep appreciation for artistry, quality, and the role of beautiful spaces in fostering community.
“Community is essential. We are in a business that is based on community and bringing people together. The support of our community has been tremendous, and we are so appreciative. The fact that people show up at BloomBar every day is not lost on us. It’s the foundation of who we are and supporting each other in every aspect is essential.”
Heleyne serves as a board member at Propel. She feels strongly about Propel’s mission to empower women to earn, thrive, and lead.
Balance
Rather than striving for work-life balance, Heleyne says it’s about creating a system that works best for you. “It’s looking at the entirety of your life and creating an environment of love in every aspect. [Balance is about] being there for the ones you care about most while handling your daily obligations with professionalism.”
Unwinding
Heleyne’s love of flowers is a constant. “Anything creative helps me unwind.” Daily exercise and physical movement are critical for her.
Appreciation
“Seeing our community come together in our spaces makes it all worthwhile and feels the most rewarding…they come in feeling great, smiling and simply happy to be in the space. [It is gratifying] watching how a simple idea has turned into something that impacts so many.”
Connect with Heleyne @bloombarcafeetfleurs on Instagram or at any of their locations. Check out their gorgeous website, bloomflowermarket.com.
Ellen Geller Kamaras, CPA/MBA, is an International Coach Federation (ICF) Associate Certified Coach. Her coaching specialties include life, career, and dating coaching. Ellen can be contacted at ellen.kamaras@gmail.com (www.lifecoachellen.com).