As the Mayfair business district goes, so goes the rest of the community, most residents agree. If a shop owner proves thoughtless, their carelessness can spill into the surrounding neighborhood. When a store closes and remains vacant, the area seems uncertain and uneasy.

But when unified in conquering the area’s economic headaches, the businesses have raise the image of the avenue through cleanings and sidewalk sales, which have enticed many consumers to return.

The linchpin has been the Mayfair Merchants Association, at times energetic and capable, at times divided and ineffectual. The key, many on the avenue say, is leadership.

Lois Burak is aware of this. The owner of Beauty Worx, 7240 Frankford Ave., Burak has for five years been part of the Mayfair business district. She is expected to officially take over the group’s presidency later this month.

Former president Rosemary McMenamin, manager of the Beneficial Bank at Cottman and Frankford Ave., was highly active in organizing the clean-ups, sales, and fighting the Zoning Board of Adjustment decision to allow a pool hall to operate at Cottman and Frankford Ave. She stepped down after being transferred to a Center City branch.

The position has been difficult to fill. Many candidates believe the presidency would consume far too much time.

But Burak, 28, is single and thoroughly dedicated to her business, she said. “As long as I’m part of the Mayfair community, it’s important to me that we upgrade the quality of the stores there,” she said.

Burak was asked to accept the position by other merchants aware of her dedication to the avenue.

“The clients who walk through my door are from all over,” Burak said. “Many are local merchants. I hear what they want, and what they need.”

As her self-made business illustrates, Burak is resourceful. “I do not give up easily,” she said. “I started this business with very little funding. I’ve come a long way. If I can do this with my business, there’s no reason I can’t do this with the other businesses.”

Burak, who lives in the Far Northeast, said her priority would be to bring new businesses to the area.

“There are not as many good stores as there used to be along the avenue,” Burak said. “I will do my best to contact and encourage some of the larger clothing and shoe (chains) to come onto the avenue.”

Unfortunately, Burak said, many outside chains fail to realize how many young couples have moved into the surrounding community.

“We need variety on the avenue,” Burak said.

Burak is also aware of the vandalism and crime problem on the avenue.

“I believe a lot of it is cause by the drunkenness on the avenue, from people hanging out in the bars,” she said.

If a tavern becomes a “nuisance bar,” Burak will be there to fight it.

Burak’s call for unity and cooperation among avenue merchants meets its first test… now. Allegedly due to lack of sufficient funds, the avenue business district will not be decorated as in years past.

Although Burak did not confirm this, she asks that local shopkeepers do their best to decorate their stores. She’s made arrangements with the local Woolworth’s near Frankford and Cottman Aves. for a 20 percent discount on all holiday trimmings for members of the merchants association.

“I’m asking for cooperation on this,” she said. “We’ve got to work together in the true spirit of the holiday.”