The ADdress January Circular

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YOUR YESHIVA Go BREAK deeper GUIDE with the women behind two of our favorite brands

vacation

We found your looks

(you’re welcome)

January 2024

info inside!

Jetsetting somewhere warm this month?

Soaking up a hefty dose of Vitamin D when temps are frigid is always a luxury in our book. You may be so used to those chunky sweaters though, you’re at a loss of what to pack!

We’ve got everything you need at THE ADDRESS. From modest bathing suits to everyday outfits and night-on-the-town gorgeousness, we’re housing it all in one beautiful place.

Take a peek!

HOUSE OF LANCRY

Sarah’s

SELECTIONS Sarah Siegel, our store manager, is a familiar face to many who frequent The ADDRESS. She knows our brands inside and out — check out what she’s shopping!

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Muted tones and monochromatic sets have almost become the uniform among babies and kids in the frum world. Chunky limbs mold into form-fitted silhouettes with an occasional ruffle or collar here and there thanks to one particular brand: Lil Legs.

The outfits are simple but not basic and instantly recognizable. Who would have thought that creating a single pair of leggings would turn into the staple brand for so many children?

Certainly not its founders, Leah Berenbaum and Gitty Gorelick.

meet lil legs

When the company started nearly ten years ago, Gitty was looking for a pair of leggings to put on her baby boy. She had trouble finding anything that wasn’t over-the-top, or that didn’t cost a ton of money. At the time, her good friend, Leah, was single and working a job with a lot of downtime. “I was just bored,” Leah says. “It was a situation where we noticed this gap in the market and it was the right place at the right time.”

Gitty and Leah got to work emailing manufacturers who could help them produce their vision. They worked tirelessly contacting people who could create a pattern and make the actual product. Pretty quickly, things took off. They were selling the leggings out of Gitty’s Lakewood home and Leah, who had gotten married and moved to Israel during this time (she has since moved back) was selling there.

Before long, stores took note — they got into 25 in their first year. They expanded from four colors to ten, and production increased.

Now, the company has undergone a full-blown expansion. There are clothes available for babies to teens. While their offerings have massively grown, their core has remained the same: create classic, yet beautiful clothes for the frum market.

Joining The ADDRESS has opened up a whole new market for their brand. They’re currently in many other stores, so don’t want to open up their own and take away business from the stores they currently sell to. “It’s really nice having one high-traffic location where everyone can see our new releases,” Leah says.

“People come in from all over so it opens us up to more exposure.”

Leah and Gitty are excited to continue evolving based on the needs of their customer. They often get ideas directly from the source — someone will request a certain style or color for the following season and they always take that into account.

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“There are a lot of rewarding parts with running a business,” Leah shares. “There’s nothing like seeing all your hard work in stores and on other children.”

Of course, it’s not without its challenges.

Running a business while balancing a family that now both of them have is something they are constantly juggling and figuring out.

One thing that helps is working together. Leah focuses on the more creative aspects of the brand — creating a vision based on what they think their customers will like, honing in on market trends and managing sampling to production to photo shoots. Gitty takes on more of the technical role and is involved with day-today operations. Both of them are consistently providing support to their teams and managers, ensuring everything runs smoothly.

The secret to running a business and not fighting with your best friend? Communication.

“To run this business on my own would be so much more stress,” Leah shares. “It’s so great to have someone to bounce things off of and we really split the work.”

“We want to be the go-to brand for any frum mother looking to dress her children in fashionable, affordable clothing,” Leah says. “I never thought I would be able to build a company into what it is today. Hard work does sometimes breed success. Believe in yourself and follow your dreams.”

It’s really nice having one high-traffic location where everyone can see our new releases.

meet

Mayas Place

where she studied fashion buying and merchandising. Soon after that, she got married and started her own family, choosing to stay home with her little ones.

There are certain people you speak to and instantly feel their light. Maya Namdar, founder and creator of Maya’s Place, is one of those people. Even if you are just meeting her for the first time, she has a way of making you feel like you’ve been friends all your life.

She was going through some personal challenges at the time and ended up connecting to Hashem more in the process, leading her to dress more modestly. While she was committed to the goal, it was hard to find pieces that were both comfortable, fashionable and affordable.

Her clothing line is cut from the same cloth — Maya’s Place pieces have a way of becoming your go-to gals. Think comfy sets, easy dresses and cozy sweaters that you end up living in daily.

So, she utilized her resources and asked her father to make her some basic pieces. He did, and people immediately started asking her where she got them. She then asked him to make a few more for her friends and it quickly became something more than she could have imagined. She was selling product out of her home, then moved online and into the wholesale market and now, 12 years later, is one of the original members of The ADDRESS family. “[When I started], I realized that there was a void in that market,” Maya shares. “it was just so beautiful to see the demand for modesty.”

It makes sense that Maya’s Place really launched at the request of her friends and community. Her father had two retail stores when she was growing up and that gave her an intro into the business from an early age. She worked at the Gap and Zara in high school and went to the Fashion Institute of Technology

The product ideas sprout from Maya’s own needs as well as those of her customers, of course. Often, they’re one in the same. Whether it’s a great black skirt, easy-to-throw-on sweater or comfy, flowy top, she makes sure to have all essentials covered. Often, she’ll see something out there that would be perfect if only it were modest, so she’ll make it herself. If her customers want something different, they’ll let her know. She goes through every email in her inbox where people send requests for making something longer or shorter, adding different colors to items and more. “Inspiration comes from everywhere,” she explains.

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Unfortunately, it came from one of the darkest places. In December 2021, she lost her daughter, Liel Dina a”h, in a tragic car accident.

Despite the indescribable pain of going through a challenge like that, Maya got up and began spreading even more light. She goes around to schools and communities speaking about creating a real connection with Hashem and the coming of Moshiach. She is a true example of what it means to live with Hashem, to walk with bitachon and to work at it every single day.

“Nothing in this world has happened without Hashem willing it and Hashem is pure goodness, so there is nothing bad,” she shares.

I’m swimming in Hashem...there’s no other way to survive hardships.

While the brand is always growing, Maya also knows what she does best, and she sticks to that. She recounts experiences where stores and companies have encouraged her to make something different instead but she manages to always stay true to herself through the noise.

“Don’t look left or right. If you have a focus, stay in your lane,” she says. “It’s very hard not to look at what other people are doing but you have to focus and not let anyone else steer you away.”

Now, at The ADDRESS, she’s continuing to grow. “It’s just crazy that in America, in the time we’re in, there’s a modest department store that everyone comes to,” Maya shares.

“You feel right at home. It’s so nice to have so many brands together under one roof, supporting each other. It’s all love and there’s so much achdut. I really feel that this is what Hashem wants from us.”

Maya’s light extends beyond the closet though.

She’s also become a beacon of hope for Klal Yisrael — at a time when we really need it.

“Sometimes it feels like it’s too heavy, it’s like you’re falling and can’t breathe, but no matter what, you have to get back to it the next day.”

“There is an end to this journey,” she continues. “We’re almost there. Geula is going to to happen, Moshiach will come and it’s all happening in our lifetime. We are the generation of Moshiach.” Maya consistently brings Hashem into her life to bask herself in His goodness as much as possible. She listens to emunah shiurim, reads many emunah books and is constantly working to keep that connection strong. “I’m swimming in Hashem,” she says.

“There’s no other way to survive hardships.”

She brings Him into her everyday life in so many ways. She’ll speak to Him as she says Modeh Ani, at night when she says Shema, while she’s cooking and baking, whenever she needs a moment of support. “We hang out,” she says.

“Sometimes I just talk. If I’m crying, I cry to Hashem and He wipes away my tears. You have to believe He is right there next to you.

Hashem’s existence fills up the world completely, we just need to tap into it.”

. w o n k e h t n i Be

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