A few years ago I saw a framed photo in a little shop.

[multigraincracker]

The lady had $35 on it and said she would take $30 so I bought it.
I asked who it was of and she said she did not know, so I asked why she bought it. She said because she thought he was a handsome man. I told “yes that runs in our family”.
The guy was a famous retailer that every one has heard of. She said no way and did a quick google search and there he was. While everyone knows his name, almost the only one that would recognize him would be a cousin like me.
One of only 3 or 4 treasures I would, most likely not sell.
I love my retirement job.

[KS Toronado]

1. Richard W. Sears or Alvah C. Roebuck?

Inquiring minds will want to know.

[multigraincracker]

3. Nope, I'll give you one hint.

I won’t tell you if you are right or wrong.
His first store was called The Golden Rule Store.

[KS Toronado]

4. Well that would leave out all of FailedCoupGuy's businesses

Glad you're not related to him.

[multigraincracker]

5. Hey. Mary Trump

is related to what’s his face.

[ZonkerHarris]

15. James Cash Penney. A true groundbreaking entrepreneur.

[Dave in VA]

2. James Cash Penney?

Aaron Montgomery Ward?

Enquiring minds and all that stuff...

[Vinca]

9. Mr. Google seems to indicate Penney. Multigrain - are we right??

[IbogaProject]

10. OP said he won't confirm

But his clue does lead to a famous retailer, which is still in business. Catch is there are other smaller stores a little higher in the search. I found it quick enough on DuckDuckGo.

[ret5hd]

6. Ahhh...Old Man Fiveanddime!

[yorkster]

7. Woolworth? n/t

[ret5hd]

8. Nah...Fiveanddime...old German name

[multigraincracker]

11. He was a Scottish Lad.

[ret5hd]

13. Ahhh...we don't speak of the Scottish side of the family.

Too embarrassing…they beat us at checkers every time, then celebrate their victories with bagpipes and very good liquor.

[70sEraVet]

12. It always saddens me to see old photos of people in antique stores

I always imagine that I could identify them and give them to their relatives - you know, so they could be home where they belong. Like the picture of your cousin. Congratulations!

[Marthe48]

14. I was searching for geneology for my cousin

and right off the bat, found a picture of her and her Mom for sale on eBay. I bought it, scanned it and sent her a copy. It was an archival newspaper photo. Kind of a cool find

I've heard of the Golden Rule Store, but not for a long time