On Valentines Day In 1971, Bruce Cohen became a partner in Bari Jay. With a 6 month old daughter, Erica, it was a risky venture. He borrowed some money from a relative and gambled. Soon after another daughter, Susan, followed. By then, Bruce was succeeding in a business that he loved...everything was dresses, all the time. His girls used to say he was in "dress world." It is a small, family owned and operated business. Susan and Erica answer phones and speak to their stores, send swatches out, order swatch cards (although it is tempting to have their kids do it in the basement), try on samples, take orders, etc..