Young Bronxite Opens Laundromat During A Pandemic
The crippling effects of enforced mandates for business closures exacerbated economic insecurities. In such an uncertain time, this factor influenced people to become innovative by leaning into their innate skill sets, returning to abandoned business ideas or creating novel ways to generate income.
There were several essential businesses that managed to stay afloat, and cleaning services were one of them. Regardless of what disaster the world is experiencing, the cleaning service industry is guaranteed to be one of those businesses that survives. So, who decides to open a laundromat during a pandemic?
One young man seized the moment to cultivate his long-awaited opportunity. Ross Alexander, a 26-year-old, Bronx native set his eyes on establishing financial autonomy by opening a laundromat in his neighborhood during the pandemic.
For Alexander, aspirations of becoming a business owner was a lifelong goal, but he didn’t quite have all the answers or guidance on how to transform his dream into reality. Having tried the traditional route of attending college himself, where he studied business at SUNY Morrisville State College, Alexander realized, much sooner than later, that was not his intended path and he ideally enrolled to grant his parents’ wishes.
Prior to the pandemic, Alexander aspired to venture into the laundry services industry. As a former employee at BMW, Alexander’ yearned for more than a 9-5. During a three -and-a-half year time span, he researched, collated data, and networked with professionals to execute his goals. After the process of negotiating with attorneys, investors, and real estate agents, Alexander acquired the formerly named Loyola laundromat located on 2054 Wallace Ave in the Bronx, now re-named the Wash Cafe, where he is now both the manager and owner. The Wash Cafe provides services to residents of the Pelham Parkway neighborhood, offering self-service, drop-off and wash and fold services seven days a week.
Alexander’s plan was already set in stone, it was simply the timing that worked itself out. When asked why he chose to pursue this particular business venture, he passionately explains, “Actually, when I was trying to get it up and running was when COVID first hit, and a laundromat was one of the only things that was open during COVID. So, it just solidified my idea even more that this is the way to go-for me, at least, because it’s essential.” Admitting he did not know all of the complexities that came along with starting or owning a business, Alexander shares that his willingness to learn outweighed any fear or self-doubt that presented itself.
Through it all, his triumph didn’t come without its share of trial and error. “It took me three-and-a-half years, and every year it was just like a new wall in the way,” says Ross as discusses his experience with what almost seemed like endless roadblocks.
“There was a level of discrimination, but it was more so just like class, so it was like if you have the money we’ll work with you” He ascertained the discrimination he endured wasn’t solely based on his race, but rather pertaining to his age, experience level, and income. And yet, he understood the assignment and remained steadfast in his goal. Alexander recounts a conversation a few years back, where he wanted to invest in building a laundromat on 3rd Avenue in the Bronx, but instantly withdrew his interest once he was stereotyped based on his demographic and the owner of the property presumed he did not have the capital to invest. “It was just hard, but it just shows you gotta keep going,” he says. The decision to disassociate from investing in that particular property was another learning curve for Alexander as a developing entrepreneur regarding property and contractual negotiations.
Overall, the key lesson Alexander admits he learned throughout the process of becoming a business owner was patience and self-progression, “I learned patience on a higher scale, I understand people more on a business level because sometimes it’s not really about race, it’s just about money or class.”
“Patience was like the biggest thing I learned in this whole situation, from trying to figure out how I’m gonna do it, to getting the people to help me do it, to getting the location.”
Besides attaining financial freedom, Alexander’s mission is to build a legacy for his immediate family and future children, where they are exposed to the possibilities of delving into non-traditionally Black-owned businesses, like laundromats.
As he looks ahead to the near future, Alexander plans to open more laundromats throughout New York City’s five boroughs (excluding Staten Island), establish a Black-owned beauty supply store, and even take his business ventures overseas to his beloved island of St. Lucia.
Watch the full interview and learn more about Ross Alexander on the 1stGenerationerz YouTube channel, here.
Follow the Wash Cafe on Instagram: @Wash.Cafe
