Arthur Shwarts, co-founder of Golden Hex, knows better than most that “food unites people.” This special time of year, the shelves are stocked with oplatek (Polish crackers), pierogies with special stuffing, fresh and smoked sausages, and items for Hanukkah. Holiday breads, sweets, chocolate gift boxes, cookies and babkas, and souvenir wines and gifts all await customers who long for a taste of home or hunger for something new. And for the kids: Santa stops by every Christmas and gifts each child with something special.
Continue reading for some international inspiration for your holiday shopping list.
Golden Hex opened in Cary in 2018. How did it come to be?
It started in California, when my family became beekeepers after bees invaded our house. At first, beekeeping was a hobby, but while we continued our careers in high tech it grew into a profitable side business. Thus, the origin of our name: Golden (State) Hex(agon). After we moved to NC in 2015, I had a dream to open a European grocery store, since many imported products that were available in California weren’t in the Triangle. That dream turned into reality after my brother Eric immigrated to the US and we co-founded the business.
You offer “the vibrant flavors and traditions of over 60 countries.” Please tell us more!
Originally, we were an Eastern European store. Most of our customers come from Ukraine, Russia, Belarus, the Baltic states, Balkan Peninsula, Transcaucasian countries (including our homeland of Armenia), Central Asian countries, Poland, Romania, and some Mediterranean countries. Then we slowly expanded into Central, Southern, and Eastern Europe — and into a larger store space — and introduced products from farther regions and countries like Belgium, Denmark, France, Germany, Ireland, Netherlands, Norway, United Kingdom, Denmark, Finland, Iceland, Norway, Sweden, Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Greece, Italy, Montenegro, North Macedonia, Portugal, Serbia, Slovenia, Spain, Austria, Czech Republic, Hungary, Poland, Slovakia, Slovenia, and many more.
Golden Hex European Food Market co-owners and brothers Arthur and Eric Shwarts.
What feedback do you receive from people who “taste home” thanks to you?
Customers tell us they are deeply grateful for Golden Hex bringing these products to the Triangle. They praise our clean, bright, and spacious facility, the friendliness of our employees, and the variety of products and brands available. People rave about our price tags, designed to display the flag of the country of origin and specify whether the products are halal or kosher. They love the complimentary sampling in our deli/hot/cold bar. Many are amazed by the choices of imported beer, wine, mead, and other unique beverages and juices. Some of our breads we bake, and we also receive kudos for our hot food and daily changing menu. If you explore reviews on Google, you’ll get a better idea of our customers’ opinions.
Has the Cary community embraced you?
It took a while for people to discover us and realize that we sell unique European groceries not found anywhere else in the Triangle — as opposed to selling some magic potion, as the “hex” in our name implies. I can proudly say that while we are a small business, we offer the area’s largest selection of imported European and Mediterranean products. We also receive support from some wonderful Facebook groups like Carrboro/Chapel Hill Foodies and Downtown Cary. The simple act of sharing our posts means the world to us.
You offer an extensive selection of goods. What are some popular items?
For grocery products: our deli with cold cuts, cheeses, smoked fish, caviar, beer and wine, tea, honey, frozen pierogies, sweet cheese bars, ice cream, and preserves. For our goods: souvenirs, especially during holidays like Christmas, the New Year, and Easter.
Do you provide vegetarian or specialty-diet options?
Yes, they are included in our daily menu. We also have gluten free, sugar free, etc.
Anything else you offer?
Souvenirs, gifts, and home goods.
What are your dining options?
We have a seating area to dine in and offer takeaway and catering pickup. We are working on delivery options, so check with us periodically.
Who are your customers?
Our customers are immigrants, first generation, and nonimmigrant. We have many who have relocated from other states, where they shopped for European groceries, or come to us for hot food (for lunch and to grab for later at home). We also have customers who come to us looking for “something new in town.” We enjoy helping them navigate our selection.
Does Golden Hex give back to the community?
Yes, we sponsor various initiatives and cultural events, and we donate to different charities. We have built good relationships and strong partnerships with many local businesses, groups, and individuals.
Anything else you’d like to share?
In Armenia, food plays an important role in uniting generations and relatives, friends, and guests from other cultures. I would love to continue in this spirit by bringing people their favorite foods, so they can share the joy with those they love. But we also want to hear recommendations and feedback. If the food people miss can be found in the United States, there’s no reason we cannot bring it to the Triangle. We feel great joy when our customers are happy, and we’re grateful for the opportunity to share our story.
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