Starting a new business is a daunting undertaking, even during the best of times. In the current economic crisis, entrepreneurship becomes a real leap of faith. But Atta Rehman has faith and drive, and he is betting that his new enterprise, the independently owned Hiawatha Pharmacy, will end up a winner.

The pharmacy, open since March 2010, brings a big bunch of sunshine to Parsippany's Lake Hiawatha, and not just because of its bright canary-yellow walls. Located inside the Super Foodtown at 435 N. Beverwyck Road, Rehman told Patch he wants to bring excellent customer service, friendliness and a personal touch to the neighborhood.

"I see every customer as a friend or as a family member," Rehman said. "It's important for us to know who are customers are, their stories and their thoughts. Probably the best thing we offer, besides my experience as a pharmacist, is that we listen. We treat our customers with respect. And we care about their health."

Born in Brooklyn and raised in Queens, N.Y., Rehman moved with his family to Lake Hiawatha in time for him to join the sophomore class at Parsippany High School. My younger sisters all went through the whole Parsippany school system."

Rehman, now married with his own kids, lives in Paterson, but his father still has a home in Parsippany. He said he left the area five years ago, but hopes to move his own family back to the township in the not too 
distant future.

After graduating from Long Island University's Arnold and Marie Schwartz College of Pharmacy and Health in Brooklyn, he landed his first job.

"Believe it or not, it was at the Rite Aid right across the street [from the Lake Hiawatha Super Foodtown]," he said. "I was a third-year pharmacy student. Then, as a fourth-year student, I worked at the old Parsippany Drug Fair on Route 46."

Those jobs led to Rehman's nearly 10-year stint managing pharmacies connected to mass retailers like Wal-Mart. After graduating from pharmacy school and getting his license in 2002, he went to Boonton, and then, four 
years later, to Riverdale. 

"Opening a Wal-Mart pharmacy there was a great experience for me," he said. "That's where I learned how to open a pharmacy."

And that's where Rehman realized that the corporate retail setting was not for him.

Going back to Drug Fair, which allowed him to "run the show as I wanted," solidified his thoughts on the matter: He realized he didn't want to manage someone else's pharmacy, he wanted to be independent, to own and operate his own pharmacy.  

When the Drug Fair was bought out by Walgreen's in 2009, Rehman decided it was time to strike out on his own.

"And when I was ready to go, in 2010, I knew I wanted my pharmacy to be in Parsippany," he said. "I know so many people here, and it seemed to me that this was a place that needed an independent pharmacy.

"It's kind of sad to see that there used to be so many independents here and there are hardly any left. The reason for that is the economy and the big chains swallowing up the smaller pharmacies."

Rehman said he saw an opportunity to provide Lake Hiawatha with something its residents deserve.

"Independents can give customers the personal, professional service they need and the family neighborhood feel," he explained. "Our customers are our neighbors and friends. From my standpoint, I'm offering a service and giving back to my community."

After making the decision, Rehman said he experienced the inevitable challenges facing any new business. 

"We had our obstacles, definitely. Through the help of some people here locally, we were able to ask Foodtown if we could open a shop there," he said. "We were surprised that they were receptive. But it's a good idea, it's a one-stop shop, so people can handle their shopping and pick up prescriptions."

Rehman wants it known, however, that Hiawatha Pharmacy is independent.

"We are in Foodtown, but we are not owned by Foodtown. In these times, though, sometimes it is helpful to hook up with a larger entity. You have to do what you have to do. But at the end of the day, I am your local, independent pharmacist," he said. "Foodtown is also independently owned. It's one independent helping another independent. And it's working out great."

The ethos is one that Rehman believes makes Lake Hiawatha great.

"The people here are hard-core Lake Hiawatha residents," Rehman said. "They've lived here their whole lives, their kids grew up here, their grandkids are here. A lot of them are World War II, Korean War or Vietnam vets. 

"Lake Hiawatha just gives you that small-town America feel. I think having us in their Foodtown is the perfect fit."

That's what Rehman said he hopes people will sense when he finally holds his official grand opening weekend Feb. 17-19. The event, being put on with the Parsippany Area Chamber of Commerce, will feature a ribbon-cutting ceremony plus refreshments and music. 

"I'm hoping all our friends and customers will come and celebrate with us, but of course, we want everyone to come and see what makes this pharmacy special."

Can Hiawatha Pharmacy take on the big retailers--like the Rite Aid across the street--and survive? Rehman is banking on it.

"I know it's a huge risk, but can we beat the chains? I think we can."