Bizness Magazine November 2018

THE RESOURCE FOR THE ANGLO COMMUNITY

www.biznessmagazine.com NOVEMBER 2018

Jennifer Ungar

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Contents 04

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BIZNESSMAGAZINE

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Moshe Ehrlich Ehrlich Capital A Guide to Real Estate Investments: The Investments You Should Avoid

SIMCHAS

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HOME

Element Wood Pergolas & Decks Wood Paneling for Perfect Home Design

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Adv. A. Amos Fried A Brief Review of the Law of Nuisance

22 Egert & Cohen Insurance I.I.S. Interesting Insurance Stuff

Levinson Cars The Safe and Easy Path To a New car

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Jennifer Ungar Interior Designer Interior Design & Renovation in Israel

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Health & Wellness

Baruch Tenenbaum Quality Home Improvements Renovating a Kitchen What You Need to Know

Eliyahu Shechter The Natural Power to Heal

32-33 Dr. Eli Prenzlau D.D.S. Diabetes and Oral Health

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Insured - Jewish workers only All types of moves- big and small Extra careful with your belongings Hourly rates- no surprise charges

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Eliyahu Gherman DDS, Orthodontics Timing Is Everything...

Q&A with Orthodontist Dr Eli Gherman

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40 Mayanei Hayeshua Medical Center Don’t Panic: Why Panic Attacks Happen and How to Treat Them

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Reece Epstein Reputation Elevation How to Build an 8-figure Amazon Business (in Dollars, not Shekels)

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Joshua Pex Cohen, Decker, Pex & Brosh Wills and Inheritance in Israel

34 Meshi Children’s Rehabilitation Center Courage, Love and Meshi Super Heroes

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WELLNESS

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16 Yoel Kaufman SCRUBS Management Property Management with Your Best Interests at Heart

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24 Tz Air Conditioning & Heating Save Money with Your Winter Heating

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HEALTH

Dr. Shmaryahu Kalish Ophthalmology Glaucoma the Silent Sight Thief

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Letter from the Editor

DEAR READERS,

editor in chief

Ariel Topf

chief business development Yisroel Meir Simon

managing editor

assistant managing editor

Aviva Sapir Lori Fagelston

business development Yitzchak

Bassous Gila Block Shmuel Arye Cohen Chaya Hyams Estie Lindner Elie Mendlowitz Sharon Miller Binyamin Simon

chief designer

Matt Mildinovick

graphic design

Chaya Feldman Maya Mildinovick

Daniella Levy Heidi Tapnack CY Frankel Yudit Frei

contributing editors

Expectation is perhaps the most dangerous element in the process of building a new business. Entrepreneurs are positive people by nature; they live in a world of possibilities and naturally reject thoughts associated with failure or delayed reward for their efforts. Although a positive attitude is what allows them to venture into the unknown and take significant risks, entrepreneurs must be prepared emotionally and financially for the unexpected. Seasoned entrepreneurs know to expect the unexpected to be fully prepared for all outcomes.

During my many years of experience working for small business owners and advising them, I have witnessed how people feel immediately before and after launching their businesses. Most small business owners become very concerned about the viability of their ventures when early results don’t meet their expectations. The reason many new businesses fail is that owners go through an emotional “rollercoaster” that they do not understand how to deal with.

The following is an emotional chart showing the highs and lows entrepreneurs go through during the early stages of their business:

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Bizness Magazine does not endorse or recommend any products or professionals. Although persons and companies mentioned herein are believed to be reputable, neither Bizness Magazine or its publisher, parent company, nor any of its employees, sales executives or contributors accept any responsibility whatsoever for their activities. We reserve the right to publish in whole or in part all letters received by us. All letters, sent to Bizness Magazine will be considered the property of the Magazine. All remarks, suggestions, ideas, creative concepts, graphics, or other information communicated through this publication or otherwise sent to its publisher (together the ‘Submission’) will forever be the exclusive property of Bizness Magazine., who will not be required to treat the Submission as confidential, and will not be liable for any use or disclosure of the Submission, and need not provide any compensation or acknowledgement for the Submission. Under no circumstances shall Bizness Magazine, or its affiliates, subsidiaries, or related companies and web sites, be liable for any damages whatsoever (including, but not limited to direct, incidental, consequential, indirect or punitive damages), harm, or injury that relate to, arise out of, or result from the use of, or access to, or the inability to use, any of the materials of this publication. Bizness Magazine is printed in Israel and all rights are reserved.

No portion of this magazine may be reproduced without written permission of the publisher

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In the beginning, you can hardly contain your excitement at the new opportunity.

All set to conquer the world, you are crushed when you are repeatedly rejected.

You see your competitor succeeding. This gives you the motivation to go out and make your first sale.

Your friends and family tell you that they have no use for any of your products.

5. Your first client refers you to a friend.

6. A sale falls through.

7. You learn how to sell and start bringing in sales.

8. One of your clients cancels his contract.

The crucial characteristic of this chart is that, over time, the highs are not as high and the lows are not as low. After a while, you adjust, and they level off. As a result, securing five new contracts or blowing what you thought was a done deal is all part of a day’s work. Yes, you should always motivate yourself to reach higher, but you will also train yourself not to feel depressed when things do not go the way you had planned or hoped. Your goal is to become a “steady Eddie.”

Your toughest challenge will be weathering your initial swings. In fact, most people who quit do so after the early falls.

Now that you know what to expect, your task is to identify what stage of the curve you currently are in. In this way, you can deal with the swings knowing that these emotional valleys are proof that you are on the correct path to success.

Remember, the only thing you need to go from a valley to a peak is just one sale.

Have a safe and productive winter!

Ariel Topf ariel@biznessmag.com

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Real Estate I Moshe Ehrlich Ehrlich Capital

A Guide to Real Estate Investments: The Investments You Should Avoid It is said that if an investment comes with a 100% guarantee of a yearly return of 12% or higher with absolutely no risk — you will probably never see your capital investment again.

By Moshe Ehrlich

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n Israel, it’s common to see advertisements for all kinds of investments promising high returns with low risks. They use sophisticated financial jargon and pressure you to act now, claiming that tomorrow will be too late. Let’s examine some of the real estate investments being offered in Israel today.

SPLIT APARTMENTS IN THE NORTH OR SOUTH If you see an ad that promises “8-11% annual returns on your investments in an apartment near Ben Gurion University in Be’er Sheva ”, it is most likely referring to an illegally split apartment. A seller has created two or more housing units from one apartment without the approval of the municipality. Often, these apartments have been split into three or four tiny units aimed at students. This means an increased rent from a single property, but it is also the key to many problems. If the municipality decides to clamp down on illegally split apartments, the investors may need to pay tens of thousands of shekels in penalties and legal fees. Even if this does not happen, four tenants in one property means that you must collect four lots of rent, potentially meaning you have four non-paying tenants. Even if you decide to hire a broker to manage the property, you will have to pay him each month and if the broker is dishonest, management can become a nightmare. Therefore, my advice would be to stay away from such investments—they may look and sound exciting at first— but when that dies down, what’s left is a big headache.

AGRICULTURAL LAND This kind of investment is often advertised aggressively and refers to land that has been

zoned for agricultural purposes. The sellers will say that the zoning is about to change and then the land will be usable for residential purposes, persuading buyers with the vision of building residential units which they can sell for a profit.

Where’s the catch? Firstly, the company that is trying to sell you the land probably just bought it themselves for a tenth of the price they are trying to sell it for; often they plan to make 1,000% profit! Secondly, the plots being sold are very small—125 m2. Sounds like a nice amount of space for a built apartment, ABOUT MOSHE EHRLICH Moshe Ehrlich, of Ehrlich Capital, is a licensed real estate broker and has been investing and advising clients in commercial real estate for the past five years. Moshe made Aliyah with his family as a child and has the advantage of being in both the Israeli and American worlds. Moshe strives to provide valuable investment advice and superb customer service, and currently has partnerships to offer in properties in Ramat Beit Shemesh, Tel Aviv, Beer Sheva, Lod, and Givat Zeev.

Ehrlich Capital’s main office is at Shamgar 21 Jerusalem, suite 1504 and the Ramat Beit Shemesh branch is located at Nachal Sorek 21. You can contact Moshe at 050551-3221 (for whatsapp 055-725-1483) or ehrlich.capital@gmail.com.

but in agricultural terms that is almost nothing. Thirdly, you may have to deal with ichud v’chalukah—a law that gives the municipality the right to take away land that is rezoned to use for public purposes. This means that although you may have purchased 125 m2 you may only be left with 70 m2 after the rezoning.

Let’s say the land is approved for residential building. You own part of the land that will be built on— there are 10 people who jointly own one dunam of land. Together, they plan to build a building with 25 apartments. You now have the rights to 2.5 apartments and must pay for their development. The rezoning and building process can take four or five years. Since the actual building does not belong to you, you do not have the rights to the entire worth of those 2.5 completed apartments. After eight years and an investment in the land and the development, you may just even out, but you will certainly not make a large profit.

In the worst case, it may take 15-20 years for the land to be rezoned, or the land may be rezoned for a parking lot, giving you absolutely no return on your investment.

HOUSES IN THE U.S. I recently saw an ad for houses in Michigan and Ohio. $60,000 for a house with a 10% annual return. Sounds attractive—but usually, these houses are run down and in bad neighborhoods, empty or divided up between multiple tenants. They may be in need of extensive renovations just to make them habitable.

Many have been bought from foreclosure for much less than the price you are being offered.

Sometimes, the companies offering the house will commit to pay rent for the first year. If the company bought a house from the bank for $40,000 and sold it to you for $70,000, the first year's rent is part of their profit from selling and not from rent! Of course, there are real estate companies doing this that are legitimate, but in general, the ones who try to draw in unsuspecting Israelis are counting on the fact that the buyer is far away and doesn't really understand what they are buying.

HOW TO MAKE A SOUND INVESTMENT The bottom line is that finding a good real estate investment is possible, but don’t fall for crazy hype. Find a good lawyer to look into any deal that you are considering. It’s much better to spend a smaller sum on a lawyer to do due diligence than a large sum on a terrible investment. Using a real estate broker with knowledge in Israeli investments can be a good way to find a safe investment with good returns and no risk, close to home.

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Law I Adv. A. Amos Fried

A Brief Review of the Law of Nuisance

By Adv. A. Amos Fried

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n a more decent world, we wouldn’t need so many laws. Were society to conduct itself with a bit more polite refinement, its members wouldn’t need to resolve the plethora of disputes unremittingly submitted before the courts. In a pristine Rousseauian state of nature conflicts would rarely arise, much less require the intervention of mediating magistrates and arbiters. More likely however, in the absence of a well-functioning judicial system our lot would be unbearably brutal. Statutes and judges are necessary correctives to the human condition.

Accordingly, when people cross the line between the simply inconsiderate and the blatantly offensive, a civilized society directs us to resolve such conflicts via established legal means—whereas the alternative leads to anarchy.

At the crux of this dilemma is the concept of “nuisance,” a somewhat nebulous term referring to the annoying, unpleasant or obnoxious. One man’s genteel backyard barbeque is another man’s ruckus street party. Society has yet to devise the enigmatic formula to accommodate each individual’s sensitivity threshold for loud noises, objectionable odors or similar hazards.

A legally recognized nuisance, whether committed against the public or a particular individual, is an actionable tort, that is: a civil offense for which one may sue or be sued. Historically, a nuisance was construed as “sensible personal discomfort” causing a material interference of the right to quiet enjoyment of a person’s property.

Israel’s Torts Ordinance [New Version] defines Public Nuisance as an unlawful act or omission which “endangers the life, safety, health, property or comfort of the public or obstructs the public in the exercise of a common right.” The main obstacle with initiating such a legal procedure is that only an officially authorized representative of the State, or person who has suffered monetary damage, can sue as a result of this tort.

Individual Nuisances, on the other hand, can be adjudicated independently for a wide range of circumstances. Take for example a homeowner who neglects the upkeep of his front lawn. After a while the premises become unsightly with overgrown weeds and mounting refuse. Such disarray will most likely offend the aesthetic sensibilities of both neighbors and passersby, yet will not rise to the level of an unlawful infraction (barring municipal ordinances or home association regulations). With time, however, the grounds emit noxious odors noticeable throughout the neighborhood. These adversely affected property owners will have a cause of action against their derelict neighbor under the tort of Individual Nuisance.

Section 44(a) of the above Ordinance states: “A nuisance to an individual constitutes a person conducting himself or his business or using any immovable property occupied by him in a manner which substantively interferes with the reasonable use and enjoyment of the immovable property of another, having regard to the situation and nature thereof.”

In a seminal ruling from 1976 (Ata Textile Corp. Ltd. v. Zev Shwartz), Israel’s Supreme Court addressed the perimeters of this

ABOUT AMOS FRIED Adv. A. Amos Fried is a licensed member of both the Israel and New York State Bar Associations and has been practicing law in Jerusalem for over 25 years, specializing in civil litigation, criminal representation and commercial law.

His private law firm is located at 5 Ramban St. in Rechavia, Jerusalem, and he can be reached at 0544-931359, or aafried@aafriedlaw.com.

offense, deliberating on the question of “substantial interference” at the heart of the above statute. The court found that a proper interpretation of the prohibited conduct centers around the effect of the tortfeasor’s actions as opposed to the actions themselves. “If the disturbance caused to a person is of such severity that it impairs physical comfort and fair human subsistence in accordance with the accepted and sober view of the ordinary member of society, its result is an act of injustice.”

Later court decisions emphasized how even in modern society, with its crowded cities and busy urban centers, provisions for minimum living space, minimum privacy and a minimum quality of life must be ensured. Ultimately, the courts are obliged to protect society from the type of disturbances “that lower the quality of life of a person beyond that minimum limit.”

Whereas in the case of a Public Nuisance a private citizen can take action in the courts only if he suffered pecuniary loss, the victim of an Individual Nuisance must show simply that he “suffered damage” of any kind in order to sue for compensation.

Furthermore, in this latter situation the individual is also eligible for injunctive relief which oftentimes is the primary remedy granted by the courts for instances of “ongoing offenses.”

Perhaps the most prevalent scenario of Individual Nuisance is disturbances caused by disruptive noise. A common misconception holds that to prove an unreasonable amount of sound agitation, one must refer to a sonics expert so as to demonstrate decibel levels beyond lawfully allotted degrees. But the courts in Israel have consistently ruled that such technically mechanic measures are no longer necessary. In one particularly amusing set of circumstances, whereby an opera singing instructor was sued for conducting lessons in her residential apartment, the presiding judge found that “indeed [the plaintiffs] do not have to prove ‘substantial disturbance’, but rather suffice by showing that the noise ‘interferes’ or may ‘interfere’.”

In conclusion—a properly pursued claim of nuisance can impose severe sanctions upon a recalcitrant offender; hence the importance of this effective legal cause of action cannot be overstated. Nevertheless, like all potent stratagems it must be used sagaciously, with caution and expertise.

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BUILDING OR RENOVATING? Air Conditioning I Aluminum I Architecht I Contractor I Electrical Appliances I Exterminator I Furniture I Interior Design I Insurance I Locksmith I Mortgages I Renovations I Kitchens I Movers

THOUSANDS OF FAMILIES USE YOUR HOME GUIDE 2018-2019 FOR PLANNING, REPAIRING AND DECORATING THEIR HOMES. Get your copy of Your Home Guide or check out our website at www.yourhomeguide.biz INTERIOR DESIGNERS & ARCHITECTS Techelet Architecture & Interior Design 074-702-6560 tchelet.archi@gmail.com

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Orchid Kitchens 02-537-4545 052-851-2312

Olam Hamizronim I Expert I 02-537-8888 Outlet Furniture 054-911-7838

Cohen, Decker, Pex & Brosh Law Offices 02-990-3180, www.lawoffice.org.il Egert Cohen Insurance I Expert I 02-623-2546, egert@egertcohen.co.il FFG Funding Mortgage Broker 050-419-9976, 9994094@gmail.com Hagit Lev Divorce lawyer 050-240-4055 Moville Finances Mortgages 073-796-2226, moshe@ movillefinance.com Rosenblum Holtzman CPA 03 609 2020, shmuelr@rhcpa.co.il Yehudit Margalit Mortgage Broker 052-790-6867, 02-650-1544 judith.r.margalit@gmail.com Zedek Group Property Management 02-547-2638, www.zedekgroup.com Amos Fried Lawyer MISC. Precious Legacies Cina Coren 054-757-6250, cincore@gmail.com MOVERS Ahavat Yisrael Movers 050-865-4666 Derech Eretz Movers 054-307-1800 052-765-5581 y0543071800@gmail.com Hovalot Hayovel Movers 052 531 5333 hovalothayovel@gmail.com

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Home I Jennifer Ungar Interior Designer

Interior Design & Renovation in Israel

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s anyone who has made Aliyah knows, the way business works in Israel is not the same as the way it works abroad. Even though I had plenty of prior experience in business in chutz la’aretz, there was a huge amount to learn when I started my company here.

After all, it’s a different country with a different culture, business practices and expectations. Here are a few examples of how building and design just work differently here. You can thank me later for finding out for you the hard way!

In Israel, they work with an entirely different system of building. For example, the ramifications of building walls from poured concrete rather than Sheetrock are not to be underestimated. Using Sheetrock, if you want to move or add an electrical outlet, it’s no big deal. You seal up one spot and cut open a new one. Extend the wiring, pop in the new outlet, and you’re done.

Not here! If you forget an outlet, you are looking at big shekels to literally carve out the concrete to move the wires around and insert a new outlet. You can’t even hang a picture on the wall without finding out what kind of nails to use or the wall will just crack!

But in my opinion, the biggest difference is in mentality.

To an American it can seem that Israelis just don’t get it. This reminds me of when I went to buy a whole turkey (for Thanksgiving!). Unbeknownst to me then, it’s next to impossible to buy a whole turkey here. After arguing back and forth in my broken Hebrew, the butcher was getting exasperated.

“Giveret, you cannot fit a whole turkey into your oven,” he insisted. “It’s too big!” With a big smile I told him, “Don’t worry, I have an American oven.” This time he also laughed and replied, “Why didn’t you say so?”

Moral of the story: If you want the size of oven you are used to, you need to know that “standard” in the U.S. is not “standard” here. And this goes for virtually everything!

Small ovens, small washing machines,

small furniture, small beds, small bathrooms, small fixtures, small kitchens…but all with big price tags! And if you make a mistake, stores and showrooms do not take returns, only credits, and fixing it will cost you a small fortune.

Given these often unanticipated challenges, a professional interior designer can find and implement solutions that ultimately save clients money and keep them from making costly mistakes. I am experienced in working with contractors and tradesmen in Israel and can anticipate and solve problems that most homeowners would overlook, particularly chutznikim who are not familiar with how things are done here.

Imagine you paid extra for an apartment with a view and you want to install large windows to emphasize and enjoy the scenery. In Israel most apartments are only

ABOUT JENNIFER UNGAR Jennifer Ungar has been designing beautiful spaces for 25 years and has worked on large and small residential projects in New York, New Jersey, Miami and Ramat Beit Shemesh. By listening closely to her clients’ needs and desires, Jennifer transforms their concepts and vision into a design reality. Her specialty is creating interiors that are comfortably sophisticated, yet relaxed and inviting; interiors that turn your space into your home.

Jennifer can be reached at 052-448-7050, www.jenniferungarinteriors.com or jenungar@gmail.com

made with small windows (and no screens).

You want to install large windows (and/or screens)? Good luck. (Call me. I finally figured out how to get it done.)

You want individual room air conditioners? The units here are not simple plugand-play units like in the States. They are big monsters that have to be mounted on the wall. You have to figure out where to put them without ruining your room design. And don’t forget that you will need a pipe buried in your wall to drain the water outside, as well as a convenient location for the noisy outdoor compressor that will certainly not endear you to your neighbors if not carefully selected.

Then your technician comes out and he says you have planned for too much air conditioning. Since you didn’t hire me, you listen to him! Big mistake. He’s Israeli. He loves the heat and “fresh” air. Two months later your sweat is dripping on your keyboard as you try to work. You call him back and you faint when you find out what a mess it’s going to make and what it’s going to cost you to add another unit.

It’s always more expensive after the initial installation. Now they’ve got you!

You don’t have the same amount of choice as you do in chutz la’aretz. And when you do find what you’re looking for, it’s still not simple. Say you’re in a showroom and find a tile that you like. You want to take a sample home to check. “I’m sorry, we do not give out samples,” is the common refrain here. This attitude drove me nuts.

But over time, as suppliers got to know me, a number were willing to loan me samples for my clients. Similarly, because I bring in business, the suppliers give my clients a significant discount, so they don’t pay retail.

I have also built up a network of suppliers who can help me and my clients find locally available alternatives for those hard-to-find items.

Learning the ropes and building my contacts and resources took time. But that is why people hire me. Whatever my bill comes to, it’s cheaper than someone doing it themselves and making costly mistakes.

I’ve already done the hard work so you don’t have to.

Forewarned is forearmed!

So don’t hesitate to give me a call or drop me an email. I would be happy to give you a free consultation.

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Home I Yoel Kaufman SCRUBS Management

Property Management with Your Best Interests at Heart

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anaging your property in Israel can be a stressful task, requiring a degree in multitasking, an in-depth knowledge of the Israeli “system” and a bucketload of patience. When you are not used to the way things work here, or are not fluent in Hebrew, the job becomes exponentially more difficult. Even if you do hire a property manager, they may not share the expectations you have for professionalism, punctuality, and customer service.

Yoel Kaufman, founder of SCRUBS Management, recognized the need for a hassle-free management solution for landlords in Israel. An oleh himself with five years’ experience in the service industry, Yoel is well aware of the challenges faced by property owners, especially those who are overseas. His mission is to provide landlords with peace of mind that their properties are being managed as best as possible.

A ONE-STOP-SHOP A good manager needs to be an expert in everything to do with property. SCRUBS Management looks after every single aspect of the management, maintenance and letting of your investment. They are proud of the fact that they focus in on every detail, and aim to go above and beyond, offering a quick turnaround time with any issue that arises. You’ll even receive a monthly report detailing everything that’s been checked.

When you’re away from your property for weeks at a time, it’s important to keep everything running smoothly, so SCRUBS will check the alarm system is working properly and sort out the mail. They will inspect the bathrooms, the balcony, and electricity to ensure that there are no problems. And if there is an issue, they’ll get it fixed promptly and professionally. Even pre-arrival preparations will be made so that after a long flight, you are greeted by a clean house, a fully stocked refrigerator and pantry, and a freshly made bed.

CUSTOMER SATISFACTION SCRUBS’ motto is “You Don’t Have to Manage on Your Own.” For Yoel, this means an unwavering commitment to fulfilling the client’s expectations with minimum hassle.

Too often, there is a disparity between how management is done in Israel and how it is done in chutz la’aretz. As a native of the UK, Yoel knows the importance of customer service and he works to meet the specific needs of each client. When you choose SCRUBS Management, you’re opting for unparalleled commitment to you and your property.

NAVIGATING THE ISRAELI SYSTEM In Israel, connections are everything. Without the right contacts, it can be surprisingly difficult to find trustworthy and skilled technicians to perform prompt repair work and renovations, especially when you’re abroad or don’t speak the same language.

SCRUBS have a solid network of profes-

TRUST Honesty and integrity are the cornerstones of every successful business relationship, and when choosing a property manager this is even more crucial. SCRUBS has built up a reputation as an efficient and trustworthy service provider that adheres to the highest ethical practices. Yoel’s philosophy is rooted in honesty, integrity, and trust, and he is proud of the strong relationships he has formed with clients over the years.

ABOUT THE COMPANY Jerusalem-based SCRUBS Management offers property management services, from electrical work and plumbing, laundry and cleaning to placing properties on the market.

You can contact the company at 054-207-4969, +442037697387, info@scrubsmanagement.co.il or visit them online at www.scrubsmanagement.co.il

sionals for every scenario — whether it’s a handyman, plumber, or electrician — and all of them are English speakers, licensed and covered by a warranty. Of course, there will also be a representative from SCRUBS there to oversee and evaluate the work being done. SCRUBS will go to meetings on behalf of the client, whether it’s with lawyers, contractors, vaad bayit, or anything else.

The focus is always on getting the job done right the first time. One happy client agrees.

“We had a problem with gas fumes in our apartment for a number of years,” he says.

“No one we called could find the source of the problem. We called Yoel and within hours his guy found that the leak was coming from below where bad workmanship had damaged a sewer pipe. I just wish I’d called him earlier!”

CHEAP IS EXPENSIVE Close attention to detail separates SCRUBS from other management companies. “Some companies will cut corners to lower costs in the short term,” Yoel explains. “But cheap always ends up expensive. Something goes wrong a little further down the line, or the finishing is not up to scratch, and then the landlord has to spend more money and time to fix the new problems.” Often, the initial cost works out cheaper too as SCRUBS can get better rates from vendors than had the landlord approached the vendor himself.

Yoel relates a story from a tenant who experienced first-hand what can happen with cowboy managers. After eight days without hot water and multiple calls from the tenant, the manager of the property (owned by an absentee landlord) finally sent someone round—an unlicensed handyman!—to look at the boiler.

Once the handyman arrived, it was clear he had no idea what he was doing. He insisted it was “fixed,” but lo and behold, there was still no hot water. The tenant then called a licensed electrician who immediately saw that the wires had burned out, and promptly fixed the problem.

Needless to say, the manager was furious that the tenant had “gone behind his back,” and the landlord ended up paying a call-out fee for both the handyman and the professional.

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Home I Baruch Tenenbaum Quality Home Improvements

Contractor: Baruch Tenenbaum, Design: Links Architects, Cabinetry: Kitchen Connection

Renovating a Kitchen What You Need to Know

By Baruch Tenenbaum

T

he kitchen is not only one of the most important rooms in the house, it is also one of the most complex. The presence of several major appliances, require intricate connections to the electrical system, plumbing, and gas supplies.

That’s why redoing your kitchen is a much more complicated project than, say, redoing your living room; it’s a lot more than just replacing furniture or repainting a wall.

Like anything in life, the more you plan, the more successful the project will be. Hiring an experienced kitchen designer will go a long way to ensuring you will be happy for a long time with the results of your kitchen remodeling project. The results will go beyond avoiding annoyances like having drawers and doors that interfere with each other; a well thought out kitchen remodeling design will provide a great day to day experience.

When the contractor enters the picture, his job is to manage the entire project, from removing the old kitchen to rewiring electricity, from relocating pipes and gas points to breaking or building walls, from tiling the backsplash to painting the room.

So how does this work in practice?

First, the contractor meets with the clients to discuss the desired changes and look over the kitchen plans drawn up by the designer,

or provided by the cabinet manufacturer.

Once he has a comprehensive understanding of the plan, he will evaluate the old kitchen, locate the current placement of electrical outlets, gas lines, and plumbing, and note what changes may need to be made to accommodate the new kitchen. A growing trend today is the open concept; eliminate upper cabinets and create a walk-in pantry. This helps to create clear views to adjacent rooms. The kitchen flooring is often changed, not only to upgrade in style, but as a very practical consideration because the plumbing lines are run beneath the tiles.

After these details are clarified comes the pricing stage. The contractor calculates the cost of the labour and materials required to complete the project and gives the client a price quote. The quote should be as detailed as pos-

ABOUT BARUCH TENENBAUM Baruch Tenenbaum, owner of Quality Home Improvements, is a professional local contractor, providing high-end jobs with proper Anglo service.

He can be reached at 050-674-1976

sible to avoid misunderstandings and assumptions. If you as the client feel the contractor has omitted some details or included unnecessary tasks, NOW is the time to communicate this.

The client and the contractor then agree on a schedule for the project and make sure that the client has an alternative living arrangement, or, at least access to another functioning kitchen for the duration of the project.

Next, the contractor executes the project. First comes demolition: the plumbing fixtures, countertops, and old cabinets are removed. As well, if flooring is changing or walls need to come a tumblin’ down, they are removed at this stage. The plumber relocates the water and waste lines according to the new plan. Electrical circuits are relocated or added.

It is very important that new circuits are added; you don’t want the circuit breaker tripping when you run the kettle and toaster oven at the same time. And finally in the infrastructure department, the gas technician relocates or adds gas lines where necessary. The new floor is laid and while the room is empty it’s a good idea to paint it before it gets crowded again.

The contractor liaises with the carpenter and informs him that the cabinets are ready to be installed. Once the third-party trades finish their tasks the contractor returns to the kitchen to do the finishing touches; the backsplash is tiled, electrical devices and under cabinet lighting are installed, and the faucets and sinks are hooked up.

The contractor should have good communication skills and keep the client updated on every stage of the process until the new kitchen is properly installed and ready for use. He also needs to have a good working relationship with the designer; sometimes snags come up and between the two of them and the client, they work out a feasible, practical, and cost-effective solution that the client will be happy with.

There are many complexities to kitchen remodeling, as well as the logistics of bringing in different professionals to do their part.

A general contractor that has a stable list of long-term reliable subcontractors, as well as company employees that care about service and delivery, helps to insure everything goes according to plan. It goes without saying that there is an inconvenience factor of being without a proper room to prepare food for a few weeks, however, with the improved function, ease of maintenance, and appearance of a new kitchen, the results are certainly worth the wait.

Happy kitchen remodeling!

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Home I Pergolas & Decks

WOOD PANELING FOR PERFECT HOME DESIGN

T

he walls of a home serve a central role in the aesthetics and atmosphere of a room. There are many options for decorating and protecting walls, from paint to wallpaper to ceramic tiling. Wood paneling is one of the most popular choices among architects and interior designers because of its warm, welcoming look and its natural qualities.

You can install wood paneling on private homes, public buildings, and vacation properties. You may choose to panel the whole building with wood, or just part of it, such as the façade or the backyard, or even just part of an interior wall for aesthetic or practical reasons (such as creating a visual divider between spaces).

Here are some common types of wood paneling: • Ipê: This is a type of hardwood produced from one of seven species of tree in the Tabebuia genus, all of which grow in the tropical forests of Central and South America. Its high density makes it resistant to harsh weather conditions, pests, and wear and tear. Its color is generally dark brown with a mahogany-reddish tint.

It can run quite expensive, and its installation tends to take a long time and require particularly strong equipment. It’s consid-

ered a very high-quality wood.

• Teak: Teak is also a hardwood tree, native to south and southeast Asia. It is naturally oily and its color ranges from light brown to dark blackish-brown. It is easy to work with, as it is softer than most other hardwood trees, but despite its flexibility it is considered a high-quality wood that holds up very well against moisture and harsh weather conditions, and contains a natural oil that repels insects and other pests. This is the most expensive type of wood for wood paneling.

• Cedar: Cedar is a coniferous tree, soft but strong and with an interesting texture and a wonderful fragrance. It has long, dense fibers with few knots. It is reddish-brown in color and is resistant to damage by weather and pests.

• Mashrabiyas: A mashrabiya is a decorative wooden lattice screen that can be used indoors or outdoors. You can place a mashrabiya in a garden as a separator that has a decorative element. In the home, you can use it as a beautiful and practical barri050-6763222 netanelahb@gmail.com Moshav Eshtaol, Nachal Shemesh 29 www.wooden-pergolas.co.il

er that allows air and light to flow through.

Wood tiles: You can incorporate wood tiles of varying types and designs, from rustic to eclectic to modern.

Why choose wood paneling?

• Beauty: Wood adds natural warmth to a room while incorporating a vintage, elegant look.

• Functionality: Wood is a durable material, and you can choose a type of wood that is resistant to damage by weather and insects.

• Sustainability: Wood is a natural, toxin-free substance.

• Low maintenance: As described below.

Maintaining wood paneling: One of the advantages of wood paneling is that it requires only minimal maintenance: cleaning, painting, and oiling or lacquering. Outdoor wood paneling should be treated once a year to protect it from weather damage, but indoor wood paneling can be treated as little as once every five to ten years.

We care. Element Wood Expertise works with FSC green-standard materials upon request.

Miele , the best German electrical appliances in the world - now at Salon Yerushalaim!

For over 100 years the name Miele has become synonymous with prestige, reliability and uncompromising quality. Miele products stand at the forefront of German technology and are the perfect choice for those who will not compromise on less than the best.

Now, prices are more affordable than ever! Come to the store to see the variety of models - now at special end of the year prices!

*special gift at the store with this ad

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Home I Insurance I Expert

I.I.S. Interesting Insurance Stuff Every now and then, an unconventional claim reaches the desk of Egert & Cohen. These cases prove that it's worthwhile to insure even those things you might think are not eligible for coverage.

By Shimon Cohen

H

ow is this for a claim?

Our client was a tenant in the building in Jerusalem that was destroyed in a gas explosion a few months ago. The building collapsed partially, and the city declared it a danger area (in other words the building must be razed to the ground and no one is allowed to enter). Our client can see the contents of his apartment untouched! However, he can’t physically remove his clothes, fridge, stove and all the other parts of his daily life.

The question Is this an insurance claim?

The actual apartment doesn’t belong to the client but what about his contents?

For all intents and purposes, they are “destroyed or lost”, therefore the insurance company should pay up. This seems especially true if the Iriya were to take down the whole building in order to rebuild it. All his belongings would be destroyed.

The debate: The insurance company invoking the policy wording claimed that this is secondary damage. In other words, the contents are not actually damaged as the result of a fire, explosion or water damage as covered in the policy. They would be destroyed because of a secondary cause, which is not covered. They told our client to sue the Iriya. The Iriya in turn, passed the

ball to the gas company who are the prime cause of the trouble!

Result(partial) We are pressurizing the insurance company to pay our client and then have them sue the other parties. As we go to print, this is still under discussion.

Additional questions In general, what are the options for a person who owns an apartment in a building?

Your own apartment is usually insured for the rebuilding value (which is approximately 6,500 NIS per square meter) but obviously this isn’t enough to buy a new

ABOUT THE AUTHOR Shimon Cohen is the manager of Egert & Cohen Insurance. Egert & Cohen is a family business that specializes in serving the Anglo and new olim populations. They provide a friendly and professional one-stopshop for all your insurance needs.

Egert & Cohen can be reached at 02-622-7999 or through their website www.egertcohen.co.il.

apartment. For example, let’s say your apartment in Rechavia is 100 m2 — the insurance coverage will be 650,000 NIS which is not nearly enough to purchase a similar apartment.

What to do? You can add what is called “land value” onto your policy.

This means you can add up to four times the value of the policy. In this case up to 2,600,000 NIS which is much more reasonable.

In the gas explosion scenario, if the apartment would have been totally destroyed (as many were) the difference between the people who had purchased the additional coverage and those who hadn’t, would be very significant. Contact your agent (or us) for more details.

Interesting coverage This request really challenged the insurance underwriters!

Our client has a special hobby/interest: making complex, beautiful Sukkah decorations. (This is not your paper-chains or printed Sukkah walls!) The insurance assessor asked her to put a value on them. She worked out the average number of hours spent on each piece plus the cost of materials. Based on a reasonable hourly rate. She came to a figure of 1,500,000 NIS!! (Her collection is the fruit of years and years of a labor of love!) The coverage is for fire and water damage (including storm damage) and the Special Risks department agreed to cover her.

Our client was able to display her amazing talent over the chag and we were able to give her peace of mind.

Baruch Hashem, the collection is safely back in her storeroom, waiting for Sukkot 2019.

What’s on the insurance shelf ?

1. Term life insurance – a must for any young couple 2. Supplementary health insurance – Top up your Kupat Cholim with coverage for transplants, medications not in the sal briut and surgery overseas.

3. Financial summaries – We will get all your pensions and bituach menahalim together and give you a detailed report (there is a cost involved here).

P.S. We just saved a family over 1,000 NIS in monthly payments!

4. International health insurance – Do you have someone living or working overseas? We have the solution!

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Home I Air Conditioning & Heating I Expert

Save Money with Your Winter Heating

By Tzvi Lefkowitz

A

n air conditioning unit is the most effective means of heating your home in the winter. It is two or three times more efficient than other heating appliances and it warms quickly and safely. Here are 5 tips for making the best use of your a/c unit this winter and ensuring it runs as efficiently as possible.

IDEAL TEMPERATURE The ideal room temperature is very much a personal choice but bear in mind that every additional degree of heat adds around 5-10% to your operating cost. The Israel Electric Company recommends aiming for an indoor temperature of 18-20 degrees.

DON’T HEAT THE STREET! Check that your home is well-insulated. Problems with sealing can be found not only in the roof and walls, but also in the windows and door frames, and this will result in energy loss. In some cases, simple faults can be corrected with a little resourcefulness by caulking around leaky windows and adding insulation around doors. In other cases, it may be worthwhile to hire a professional.

USE A SMART THERMOSTAT Smart thermostats adjust to save energy when you’re not home by regulating heating and cooling automatically. They can save you money in the long run and are easy to use. You can even adjust the settings remotely using an app on your phone. Some also work with Amazon Alexa, Samsung SmartThings, Apple HomeKit, Wink, Google Home and other smart home platforms. Contact us for smart thermostat recommendations.

CLEAN THE FILTERS Most filters should be cleaned at least every two months. It’s especially important to clean the filters in the winter because dirty filters affect the heating function of a unit even more than they affect the cooling.

Once the filters are a little clogged, the air conditioner has difficulty operating efficiently. After cleaning, remember to dry the filters for about half an hour, and never reinstall them while they are still wet.

It is worthwhile to have your system professionally cleaned once a year. With a TzviAir home maintenance plan, you’ll lower your monthly energy costs and have a more efficient air conditioning system that will last longer.

CIRCULATE WARM AIR WITH A FAN It might be winter, but turning on your ceiling fan can actually help save on heating costs! Set the fan to rotate in reverse (clockwise) and keep it at low or medium speed. It will then pull cool air up off the floor and push warm air down. This makes the room feel

warmer so you can lower the thermostat temperature. You can even go high-tech and install smart ceiling fans that connect to an app.

You can schedule these fans to turn on and off at appointed times, and you can control their speed via the app.

ANYONE VERY FEW ONLY TZVI AIR CAN INSTALL AIR CONDITIONING

DO IT RIGHT

GIVES A LIFETIME WARRANTY ON THE INSTALLATION

“TzviAir is the most professional AC company in all of Israel.”

– Shmuel Eliwatt

LIFETIME WARRANTY ON INSTALLATION

02-628-8282

info@tzviair.com | www.tzviair.com A/C & HEATING SYSTEMS • MAINTENANCE • REPAIRS

ABOUT THE COMPANY TzviAir is a leading Air Conditioning and Heating company. Their philosophy is that the client always comes first, and the combination of precision professional work together with first class aftercare has earned them thousands of satisfied customers.

TzviAir can be reached at 02-628-8282 or through their website www.tzviair.com.

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YOU DREAM IT...WE CREATE IT • Top quality materials • Precise finishing • Protective treatment against environmental conditions • Able to work with your architect’s plans

NOVEMBER 2018

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Pergolas & Decks Fences & Gates Interior & Exterior Stairs Tiled Roofs Building & Repairs Unique Garden Furniture Tzimmerim & Machsanim

Etz LaEtz Meir Lederer 052-252-8505 M ‫עת לעץ‬

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III B I Z N E S S M A G A Z I N E

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Health & Wellness

Givolim Institute Therapeutic and Educational Center Eyal Ben Yaakov 054-671-3010 givolim.givolim@gmail.com ALTERNATIVE MEDICINE Dr. Reuven Rosenberg 058-432-5849, ihc.rmr@gmail.com Rachel Koenigson Accupuncture 054-787-2151 teachingvitality@gmail.com Shana Neril Naturopath 054-771-9432 shana@maayanhealth.com Cranio Sacral/Acupuncture/ Homeopath Yaakov Wieder 02-540-1324 chen.vachesed@gmail.com Alexander Gorelik Cartilage Damage/Scoliosis Treatment 054-575-2678 Susan Brody Chiropractor 050-920-6010, drsbrody@gmail.com Shel Machat Accupuncture 054-553-1399, shelmahat@gmail.com Jerusalem Spine Center 02 6717860, www.drliram.com Emotional Health Healing Lena 054-758-1206, vilenazvi@gmail.com Dr. Zalman Medwed Chiropractor 050-415-4317, 02-654-0246 zalmanmedwed@gmail.com.

Raayah Levy Reflexology 054-757-8705, raayahl@gmail.com Center of Complementary Medicine Tamar Zakon 058-567-6758, info@balancecenter.co.il Dr. Tzipora Solomon Redemptive Health 054-660-9780, dr.tysolomon@yahoo.com TK Health Club Alternative Medicine 058-3257693 tkhealthclub.com SPA & MASSAGE Raphael Cohen 054-314-0350 Miro 054-723-5500

Massage by Avital 050-874-4257 02-624-2236 avitalkrova@gmail.com Limor Medical Cosmetics 052-519-7744, limor0129@walla.com Isuim Gan eden 052 878 7336 , mir75@bk.ru Eran Karniali Shiatzu 052-402-0557, karnieli1@gmail.com Jerusalem Massage Matt Gleicher 052-636-2000, matt@jerusalemmassage.com Udi Rothstein Massage 050-417-0907, udirothstein@gmail.com THERAPISTS Nancy Schwartz 058-630-0372, nbesser1968@hotmail.com Avraham Friedman 054-589-3399, avrahammsw@gmail.com Rachel Horvitch 054-215-7088, rachelhorvitch@gmail.com Way to Light Treatment of Addictions 050-236-4401, 02-534-3604 haderech01@gmail.com Batya Gorman 054-655-1793 batyagorman@gmail.com Yehudit Kushelevsky Psychologist 02-644-7505 yehuditk45@gmail.com HaMischak Ha'amiti Play Therapy 054 846 0454, gorachel@neto.net.il Dr. Natalie Gar Psychologist 054-440-3979 Lynn Paul Speech Therapist 052-387-0728, lynnpaul57@gmail.com Aryeh Feldstein Physical Therapist 058-781-9801 aryehpt@gmail.com Ow-to-Wow Mobility Specialist Shoshana Shinnar 058-612-2014 poshshosh@gmail.com Positive Health Counseling Mika Smith 054-984-8862 mikasmith@msn.com Sheryl Prenzlau Psychotherapist and TAT Professional 052-240-1721, skeyboard@gmail.com

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Are you a health and wellness provider? Thousands of families will be receiving the health and wellness guide to their homes in 2018. Make sure you'll be featured.

For more information, call 052-761-1177

Judah Katz Psychotherapist 052-312-6021, judahkatz@gmail.com

073-724-1637 youexperienceit@gmail.com

Hillel Zaren Educational Psychologist 054-759-0027 hillelzeren@gmail.com

Vikki Kreditor 054-849-9029, vikki7@gmail.com

Sarah Gold Psychotherapy 054-338-2138. sara@innerenergyhealth.com Sharon Abeles Psychotherapy (Family Therapist) 052-355-9283, sharon.abeles@gmail.com Batya Jacob 054 672 0249 cjacobsfamily@gmail.com Maaneh Therapy Organization al@maaneh.org Al Peh Freyda Weis Freyda Weis 052 528 7726 freydaweis@yahoo.com Zehava Waltzer 058-763-8728, zwaltzer@gmail.com Expressive Art Therapist (Eliana Cooper) 052-267-7913, elianay@gmail.com Abby Weisz 052-380-0948, jewishintimacy.com/ Ephraim Portnoy BSW 058-528-5228, ephraimportnoy@gmail.com Amudim Israel Crises Center for Abused 02-374 0175

COACHING Elana Ginz 053-622-9322, elana.ginz@gmail.com David Kronish 052-977-3492, david.kronish@gmail.com Avigail Gimpel 054-441-3295, www.hyperhealing.org

Jerome Wojtalik Personal Trainer 050 709 1341, jerome.wojtalik@yahoo.com Sky Gym 02-533-5220, www.skygym.co.il, DIET & NUTRITION Food for Thought Nutrition-Aliza Eisenstein 054-842-3044 , aliza202@gmail.com Judy Kizer Nutritionist 052 566 5725, feinerkizer@gmail.com Baby Plus Lactation Consultant Bunye Fridman 052-769-7114

MEDICAL "Avraham Zimberg, DPM Orthotics/ Foot Care Specialist atrist" 054-543-7775, zimberg.r@gmail.com Heichalei Hashen Yisrael 992203@gmail.com Lev Hakirya Orthotics 02-991-4166 AV Israel Hearing Tests/Aids 02-673-0244, www.avisrael.org Alexander Gorelik 054-575-2678 Moshava Dent 02-563-8936, 02 566-7797 Optica Naomi Vision therapy/ Optical store 02-5004333, imnl4u@gmail.com

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Shindler Insight Vision therapy/ Optometrist 02-540-6166, www.shindlerinsight.com

"Rivka Matluk Yoga/Pilates Instructor & Personal Trainer "050-992-1033, matluk@bezeqint.net

Rechavia Dental Center 073-757-99-02, www.rechaviadental.co.il

Dance with Dena Kosher Zumba 054-242-0712, ddlhundert@gmail.com

Wolfson Medical Center 02-5610297, fmcwolfson.com/

Li Briut Personal Training - Sheva Samuels 054-542-7487, shevah@libriut.com

Eliyahu Shechter Naturopath 052-890-3822 http://www.reoot.co.il/

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Dr. Kalish Opthamologist

02-679-9008, eyeclinickalish@gmail.com Dr. Eli Prenzlau Dentist 02-566-0669 Dr. Ari Stern Dentist 02-999-6046 , drstern@neto.net.il

REHABILITATION Meshi Childrens Rehabilitation Center www.meshicenter.org Sharon Wolfman PT 052-300-3160 jerusalemphysio.wixsite.com/ jerusalemphysio

INSURANCE Sasson Chacoty 02-625-448, www.chacoty.co.il PRODUCTS & SERVICES Agalot brama Lev Hakirya AV Israel Hearing Services 02-673-0244, www.avisrael.org Mercaz Panim Fertility Treatment 050-430-0147, merkazpanim-fertility.org.il/en/ Zmora Organic Health Food Shop zmoraorg@gmail.com www.zmora-organi.co.il/ Dor Yeshorim Genetic Testing www.doryeshorim.org/ Village Green 02-645-7676, villagegreen.co.il Tevale store 02-992-7020, 02-996-484 Michaella & Aviva - Doterra Products (Oils) 052-687-1124, michaella37@gmail.com EDUCATION Zarchin Institute Learning Disabilities 050-420-0291, www.zarchin.org COSMETICS Sarit Vallis 052 263 0936, valisarit@gmail.com

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Health & Wellness I Interview I Eliyahu Shechter

The Natural Power to Heal Once an educator, now a naturopath, Eliyahu Schechter doesn't see this as a career change, but as an evolution. Here's how he teaches his clients and their bodies to heal themselves.

W

hen Eliyahu Schechter’s baby had recurring ear infections and antibiotic weren’t helping, he turned to an expert in natural diets—and the problem was completely solved. Fascinated and inspired by the resounding success of this treatment, Eliyahu studied various disciplines of holistic medicine, including reflexology, Bach flowers, SoJuk, herbalism, iridology and naturopathy. He eventually left his position as a rav in the pre-military yeshiva in Yatir which he cofounded, and currently dedicates himself to running a clinic for natural medicine in Bnei Brak.

What is naturopathy?

Naturopathic medicine has many aspects, so I’ll only touch on several of the main points. The most elementary definition of naturopathy is that it’s a natural, therapeutic medical approach that is based on both scientific and traditional knowledge. It’s centered on the understanding that our bodies have the power to heal us when we get sick, as our Sages said: “God created the cure before the disease.” At the same time, our job is to give our bodies the chance to get those healing powers, the immune system, moving.

As long as we haven’t damaged our body’s healing capacity, it will know what to do.

There are many tools we can use to help ourselves, though usually the basis that underpins it all is changing our diet and lifestyle. Sometimes we combine that with medical herbs and various food supplements that will boost the body’s own healing power. Sometimes we’ll integrate acupuncture. Many times, we’ll combine it with emotional therapies, which also play a central role in the body’s health.

In most cases, improving one’s health is

not an overnight thing, so people have to have patience. We’re talking about in-depth processes that naturally take time.

What led to your changing fields from education to holistic medicine?

Naturopathy actually connects both of my great loves, education and healing. Holistic medicine is not just treating people in the simple sense of the word, meaning “You have a headache, we’ll treat you to get rid of the pain.” The point is to educate the person to adopt a natural lifestyle that is often completely different from the way he lived until now. That isn’t an easy process – just as any change in a person’s way of life is not easy. You must guide the patient every step of the way, instructing and supporting him.

Sometimes I find myself employing the same tools I used as a rav to help my client succeed. One could say that the educational process is a kind of healing, and healing is a kind of educational process.

Who are your clients?

Men, women, children, adults – all kinds of people from all over the country.

What kinds of problems do they have?

I treat a huge range of issues. Digestive problems, joint issues, migraines, skin problems, etc. But I also meet a lot of people who are dragging around traumas that cause them to have a very low quality of life, and in many

One could say the educational process is a kind of healing, and healing is a kind of educational process

cases these are behind their health problems.

What do you do when you first meet a patient?

The initial meeting takes an hour and a half, starting with a diagnostic procedure that gives me an overall picture of the patient’s health. I do this by snapping a photo of the eyes, or looking into them with a flashlight. One can gain a deep understanding of the roots of the patient’s symptoms from the eyes; it’s a technique called iridology. I also ask for blood test results from the past year, because they give me other angles from which I can see his overall condition, as well as the initial roots of his health problems. Based on what I see, I ask a lot of questions and formulate a treatment program that includes an appropriate diet, medical herbs and/or food supplements. I also often integrate therapies that help with emotional traumas, which are sometimes the heart of the whole treatment. I always give my clients a follow-up treatment plan as well.

Tell us about SuJok and what kinds of problems you use it for.

SuJok is a Korean therapy that is based on understanding the body through the hands and feet. It uses acupuncture needles, magnets and other tools. I mainly use SuJok for pain, such as in the back or shoulders, plantar fasciitis, tendonitis, torn tendons, stomachaches, headaches, migraines, etc. The treatment can complement naturopathic therapy or be used by itself. Once a clinic nurse came to me with tendonitis in her elbows that required an injection every three months to relieve the pain. She came to me to see if there was a way to get out of this cycle, and I treated her with SuJok. After six treatments she was no longer in any pain, and after a few maintenance sessions she didn’t need me anymore. It’s been six years and the pain hasn’t returned.

What makes SuJok preferable over other acupressure methods?

SuJok has a lot of advantages. You can sit instead of lying down, and you don’t have to come to the clinic for it, because it can be done at home. Modesty is also a factor, because treatment is usually done only on your hands. I get significant results in the problems I treat.

Tell us a little about iridology and how you use it.

The body can be reflected back to us through different parts of the body: the feet, hands, tongue, nails, etc. Iridology is a reflection of the body’s state of health

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through the eyes. By examining the irises (the colored part of the eye), you can identify the roots of physical diseases as well as emotional/psychological problems. You can identify what health problem is currently developing within the person, or even incipient issues that haven’t come to light yet.

A woman once came to me after suffering from headaches for many years, and all the tests she underwent couldn’t point to a cause. She also suffered from pain in her right shoulder. The doctors claimed that the headaches stemmed from the shoulder pain, but again, they didn’t know what was causing it. She took painkillers for years, but even they had a limited effect. A picture of her eye revealed something she hadn’t said – that in general she felt cramped and constrained and suffered from pain and cramps all over her body, especially in the head and shoulder. In light of that revelation, I asked her if she was constipated and of course the answer was “yes.” According to natural medicine there often is a link between constipation and headaches. So I acted in two ways – for the short term and medium-to-long term.

For immediate relief I used the SoJuk method for the head and shoulder pain, which was relieved until the next treatment, after which she felt even more improvement. For the longer term, we constructed a diet to help get rid of her constipation. We also worked on a psychological level, to raise awareness about the need to destress and take a more relaxed approach to life. Over time, her constipation got better and the pains gradually

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decreased until she was completely healed and her quality of life had vastly improved.

Can one combine naturopathy with conventional medicine?

Absolutely. First of all, conventional diagnoses like blood tests and others can help us. You also have to differentiate between life-threatening or acute conditions, and chronic health issues. Conventional medicine definitely has priority in life-threatening situations and I send patients to doctors in such cases. But I can also help by providing complementary medicine in coordination with and with the approval of the treating physician. For example, I offered an elderly patient a food supplement to strengthen his eyes when he was suffering from a certain degree of renal failure. I

ABOUT THE COMPANY Eliyahu Shechter is a naturopath with 15 years experience.

Among the techniques he uses are Sujok and iridology.

Eliyahu sees men, women and children at his clinic.

He also lectures at various colleges and to the general public.

For more information or to book an appointment you can reach Eliyahu at 052-890-3822 or eliyahu3@gmail.com or visit his website www.reoot.co.il.

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sent the list of ingredients to his nephrologist to confirm that he could have it, because balancing kidney function is very complex and the food supplement contained components that could affect the kidneys.

The doctor authorized the food supplement and we began treatment. While the supplement didn’t help his eyes, he did see a significant improvement in his kidney function.

On the other hand, I believe that natural medicine can do a lot for chronic conditions.

For example, a patient in her sixties came to me with a severe skin problem called lichen planus that simply appeared one day out of the blue. Her whole body was covered with this rash, as is typical with this particular inflammation. She was scratching herself nonstop for six months and could not sleep at night. She had been treated with various steroid-based creams, received medicines to relieve the itchiness – nothing worked.

In desperation, she came to me. After using iridology to diagnose her and reading her blood test results, I sent her for a stool test and then constructed an extremely strict diet that included various medical herbs. Within less than a month, the itching stopped and she began sleeping at night. A few months later her skin was completely clear.

What gives you the most gratification in your job?

Several things, really. First, if I manage to diagnose the person in front of me and identify the reasons for his suffering. Second, if I create a proper treatment plan for him and his quality of life improves. The third thing that gives me a great sense of fulfillment is when my patients persevere in their therapy. I’ve got a great story to illustrate this: A woman came to me who suffered from severe and painful bone spurs on both her legs, to a point where she could barely walk. Let me note here that usually when one uses SoJuk for bone spurs, the patient already starts feeling improvement during the first treatment. Here, though, I gave her one treatment after another and nothing was happening. After seven sessions, I told her that I had never seen such a thing and she should feel free to stop coming if that’s what she wanted. She answered that if there was even a 1% chance of success with this treatment, she was willing to continue, because if she leaves me she has nowhere else to go, since she’d already tried everything. So we continued, and finally, at the 13th treatment, she told me that she felt a 70% improvement. I was very, very happy, and I thanked her especially for her perseverance and determination. After three months of intensive treatment twice a week, she danced at her daughter’s wedding.

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Health & Wellness I Dentist I Dr. Eli Prenzlau D.D.S.

Diabetes and Oral Health

By Dr. Eli Prenzlau D.D.S.

P

eople might wonder what diabetes has to do with dental issues, but it’s really quite simple: If you are a person with diabetes, high blood sugar can affect your entire body — including your teeth and gums. In both types of diabetes, type 1 or type two, managing the sugar levels is the key to controlling related dental issues. If you have diabetes, you’re at a higher risk of experiencing oral health problems, such as gum disease, dry mouth, cavities and thrush. This risk is due to changes in blood glucose levels, medications taken for diabetes, and the overall response to infection associated with diabetes. Therefore, you should make sure that you see your dentist on a regular basis to rule out any complications.

GUM DISEASE Gingivitis—inflammation of the gums— occurs more often, and may worsen in people with diabetes. Researchers are even suggesting that gum disease may make it harder for people with diabetes to control their blood glucose levels. A person with diabetes is highly prone to develop gum disease and swollen tender gums that easily bleed.

People with diabetes are more prone to gum disease because their bodies don’t respond to infection the same way as non-diabetics. Swelling is greater, and damage to the gums and jaw bone is increased. Plaque can harden under your gum line into a substance known as tartar (dental calculus).

This needs to be removed on a consistent basis (with thorough brushing twice daily and flossing once a day). If it is left to build up around the gum line, the resulting irritation at the earlier stages is known as gingivitis. If the tartar continues to build up and remains untreated, it will lead to a more serious and advanced gum condition, known as periodontitis, ultimately destroying the soft tissue and bone that supports the teeth. Eventually, periodontitis can cause the gums and jawbone to pull away from the teeth, leading to loosening teeth,

which may even fall out.

Periodontitis tends to be more severe among people who have diabetes because diabetes lowers the ability to resist infection and slows healing. An infection such as periodontitis may also cause your blood sugar level to rise, which in turn makes your diabetes more difficult to control.

Preventing and treating periodontitis with regular dental cleanings can help improve blood sugar control.

DRY MOUTH AND CAVITIES Many people with diabetes experience a condition involving a lack of saliva, known as “dry mouth”, or xerostomia. This may be due to the diabetes itself, as well as to the medications that people with diabetes take.

In addition to being uncomfortable, dry mouth can cause bad breath, sore tongue or throat, and difficulty chewing, speaking or swallowing.

Sufficient amounts of saliva are needed in order to keep the mouth moist and bathe the teeth. Without this, you could be at risk of tooth decay, gum disease and thrush.

If you have diabetes, this condition can cause cavities to form even under fillings you already have. Good oral hygiene is a must! Your dentist may also recommend a fluoride rinse to help strengthen your teeth and prevent cavities that dry mouth can cause.

THRUSH People with diabetes are at greater risk of getting thrush, a type of fungal infection,

ABOUT ORAL HEALTH CENTER Dr. Prenzlau’s Oral Health Center in Jerusalem offers the full range of dental and oral health treatments, including oral rehabilitation, implants and esthetic dentistry.

They are located on Rechov Azza 26 in Jerusalem and can be contacted at 02-566-0669.

caused by the yeast Candida albicans. What does thrush look like? It appears as white or red patches on your tongue and the insides of your cheek. It can be painful and may cause a burning sensation. Antifungal medications can help alleviate thrush, and your dentist can recommend one, depending on the severity of the condition.

Practicing good oral hygiene can help you avoid thrush.

In conclusion, diabetes can affect your mouth in different ways. Following these simple rules will keep your mouth healthy and infection free: 1. Commit to good management of blood glucose levels, monitoring them regularly, with the goal of keeping them within your target levels.

2. Brush your teeth twice a day (morning and night, and after snacks and meals, when possible) with fluoride toothpaste.

Use a soft-bristled toothbrush and be careful to avoid harsh brushing, or irritating the gums. An electric toothbrush also works well. Remember to replace your toothbrush frequently.

3. Use floss or other interdental cleaners once a day. This helps to clean the gum line.

If it’s difficult to get between the teeth, used a waxed variety, or even floss holders to help with gripping the floss.

4. Watch out for the signs mentioned above: loose teeth, redness, swelling and bleeding gums, dry mouth, or mouth pain.

Make sure to mention these to your dentist at your next appointment.

5. Avoid smoking, because it can increase the risk of serious diabetes complications, including gum disease and eventually, the loss of teeth.

6. See your dentist regularly! Schedule appointments for checkups, cleanings and x-rays. Make sure to tell him about your diabetes at each visit and mention which medications you are taking.

Managing diabetes needs to be a serious and life-long commitment. Proper dental care is part of this. If you are diligent about caring for your teeth, hopefully you will continue to experience healthy teeth and gums for the rest of your life!

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Blindness.

Did you know? Glaucoma is the second leading cause of blindness in the world, and can leave lasting damage before it’s even noticed.

An annual eye exam, recommended from age 35 and up, is the most effective way to detect and treat the onset of Glaucoma. Dr. Kalish’s Center is providing convenient rapid Glaucoma testing, without long waits for an appointment and without having to wait in line. You’ll be in and out in just 15 minutes!

To book an appointment:

eyeclinickalish@gmail.com

054.943.3989

02.679.9008

Lev Harama Shopping Center, Herzog corner Nehar Hayarden, RBS-B

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Health & Wellness I Meshi Children’s Rehabilitation Center

Courage, Love and Meshi Super Heroes

S

ome parents just want their children to be average. Ordinary.

Others want them to pursue extraordinary goals. But all agree that no other person in the world is exactly like their child and no one else in the world can fulfill their unique purpose.

Each child is unequivocally irreplaceable.

Precious. One of a kind. And we thank God every day for this gift.

Some children, however, are unintentionally extraordinary. Their severe disabilities – either from congenital neurological disorders or as a result of a debilitating illness or injury – make them a unique type of extraordinary, more irreplaceable and exceptionally precious.

Meshi Children’s Rehabilitation Center overcomes seemingly insurmountable challenges, and enables these children to live an ordinary childhood in the most extraordinary way.

Meshi was founded in 1998 by Hadassah Zuravin and her daughter Lifsha Feldman, who refused to accept a neurologist’s dire prognosis for their granddaughter and daughter, Ruchama. Although the infant’s disabilities seemed overwhelming, Hadassah and Lifsha set their sights on creating an unparalleled rehabilitation center for Ruchama and countless other children for whom no other framework existed.

Meshi originally worked in partnership with Jerusalem’s Alyn Hospital until Meshi’s growth compelled the establishment of its own facility, the Donald Berman Meshi Educational and Rehabilitative Center. Soon, families residing outside of Jerusalem began to enroll their children at the Center, and children from across the world joined Meshi’s intensive summer therapy sessions. By 2003, Meshi’s student population had grown in number and age, prompting the opening of the Meshi School, which today serves grades one to seven. Currently enrolled in the program are 210 children ranging in age from six months to 17 years and the Center is one of the very few to serve children under age three in a daycare and nursery school environment.

“Meshi’s mission is to provide comprehensive early intervention for children with

neurological, muscle, and nervous system disorders,” says Rav Asher Zuravin, Director of Meshi. “Severely disabled means they are unable to walk, speak or eat.” The unflagging, grassroots efforts of Meshi’s founders, staff and parents have made Meshi Israel’s leading early childhood development center. The personal, one-on-one attention, innovative and pioneering techniques, state-of-the-art equipment and wide range of intensive therapies – including physical, speech and communication, occupational, music, animal-assisted and hydrotherapy – combine to create an unprecedented therapy and educational framework.

I don’t know exactly where it came from or how it started, but there is a certain level of love in this place that you don’t see anywhere else.

Atara Taragin, one of Meshi’s physical therapists, is emotional as she talks about the staff’s excellent credentials and wealth of experience, alongside abundant dedication, encouragement and love for the children and their colleagues. “I don’t know exactly where it came from or how it started, but there is a certain level of love in this place that you don’t see anywhere else. You can see it on the children’s faces. They’re happy, they feel accomplished and they feel good about themselves. They surpass all expectations.”

Children whose parents had been told Meshi is an unparalleled Children’s Rehabilitation Center in Jerusalem. For more information and donations, visit their website at www.meshicenter.org

with grim finality that their child would have zero chance of talking or learning to walk, are taught to master these elementary skills, and much more.

“Each child is unique and has his or her own individual circumstances and needs,” says Dikla Gol, Director of Occupational Therapy at Meshi Preschool, “Which is why we design a custom-tailored program with a unique therapy mix where the number and type of therapy sessions is determined individually for each child so they can fulfill their full potential.”

Miriam Falk, mother of 9-year-old Elazar, shares her experience at Meshi: “I watch my son who is disabled and living on a respirator, participate independently in activities. Meshi taught him how to communicate using symbols and letters, and within a few months he could spell words and express himself. I used to observe his individualized therapy session and watched in awe as Elazar communicated, read, engaged in educational games, and even checked and responded to email completely independently, by use of a computer that tracks his eye movements. I witness him enthusiastically engage in classroom discussions – asking questions and suggesting answers – like any other child his age.”

Having a special needs child is demanding both economically and emotionally. Even minimal tuition is a hardship for families. But Meshi will never turn a child away because of insufficient finances and receives broad support for its extensive therapeutic and educational programs both from the Israeli government and generous donors, with limited parental contributions. “The government thinks so highly of the work Meshi does, that it provides us with approximately $5 million of our $7 million budget. They just recently gave us land in Ramat Shlomo and agreed to cover close to 70% of the estimated $20 million construction costs for the new campus,” says Zuravin. Meshi helps parents identify psychosocial problems through home visits, assists families in applying for government entitlements, and navigate the complex and often overwhelming government bureaucracy.

Driven by their lionhearted souls and extraordinary potential, Meshi remains steadfastly dedicated to giving severely disabled children a chance, with respect and love.

A chance for a childhood and a future. A chance to be ordinary. Or to be extraordinary. To be the very best that they can be.

To be happy. Frankly, that’s what all parents want. And really, it’s more than enough.

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See the Whole Picture.

Did you know? Glaucoma damages the optic nerve causing your field of vision to shrink without your being aware.

An annual eye exam, recommended from age 35 and up, is the most effective way to detect and treat the onset of Glaucoma. Dr. Kalish’s Center is providing convenient rapid Glaucoma testing, without long waits for an appointment and without having to wait in line. You’ll be in and out in just 15 minutes!

To book an appointment:

eyeclinickalish@gmail.com

054.943.3989

02.679.9008

Lev Harama Shopping Center, Herzog corner Nehar Hayarden, RBS-B

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Health & Wellness I Dr. Eliyahu Gherman DDS Orthodontics

Timing Is Everything...

Q&A with Orthodontist Dr Eli Gherman

By Eliyahu Gherman, DDS

B

races can be fun and create a beautiful and healthy smile.

Sometimes you get the feeling everyone needs braces.

According to Dr Eli Gherman, though , this is not the case. Dr Gherman is an orthodontist with 18 eighteen years of experience. He maintains that a little bit of early intervention can go a long way to prevent the need for lengthy and complicated procedures later on.

What is the best time for my child to come see the orthodontist?

This is a very common question. The American Association of Orthodontists (AAO) recommends that your child get an orthodontic check-up no later than age seven. By then, your child’s teeth have developed enough for subtle problems to be spotted with jaw growth and emerging teeth. Most early orthodontic consultations will just give a parent peace of mind that all is well. Other times, however, a trained Orthodontist can pick up a developing problem and easily correct it. The treatment to correct early issues can be as simple as removing a baby tooth; this allows the adult tooth to come into its proper place, and prevents teeth from getting stuck, such as impacted canines which would require surgery if left until a later age. Other times

ABOUT THE AUTHOR Dr. Gherman has been creating beautiful smiles over the past 18 years. He received his dental training at New York University College of Dentistry. Dr. Gherman was granted a special award by the American Association of Orthodontists for his achievements in helping to further the science of orthodontics. As an active member of the American Association of Orthodontists and numerous study clubs, he continuously stays up to date with all the latest technology.

Dr. Gherman can be seen at two locations: Jerusalem: Rehavia Dental Center 15 Ibn Gevirol st Rehavia, 02-561-9770, smiledocg@gmail.com Gush Etzion: Harei Yehuda 18, Neve Daniel 02-999-5284, gushbraces@gmail.com it can include an expander. This is a simple device with multiple benefits; it’s been around for a very long time and is highly recommended by all the most prestigious orthodontists when necessary. Its benefits

can include correcting a cross-bite, which, if left alone, can cause a child’s jaw to grow assymetrically. It also creates more space for teeth, and even helps a child breath better through their nose! One parent couldn’t thank me enough, as after the expander their child stopped snoring! The older the child, the more difficult it is to utilize the expander and obtain all its benefits. Also, we will often use temporary braces for children for as little as 4 months to create a balanced, non-traumatic bite as your child grows. These early interceptive treatments generally last for only 8-12 months, and could possibly prevent the need for full braces later on.

What is the American Association of Orthodontists?

The American Association of Orthodontists, or AAO, is one of the biggest worldwide professional organizations for orthodontists. Orthodontists receive the same four-year training as dentists, and then an additional two to three years of specialized and rigorous education to learn the proper way to align and straighten teeth. Only those with this level of education are eligible for membership in the AAO. I’ve been a member of and involved with The AAO since 1998, and graduated from the AAO accredited three year orthodontic program at Montefiore Medical Center.

As a parent, can you give us some things we should watch out for that may indicate the need for orthodontic treatment?

Well, to tell you the truth, most parents don’t want to look, but if you did, here are some clues: • Early or late loss of baby teeth • Breathing through the mouth • Thumb-sucking • Crowded, misplaced, or blocked-out teeth • Jaws that are too far forward or too far back • Biting the cheek or biting into the

roof of the mouth • Protruding teeth • Upper and lower teeth that

don’t meet or meet in an abnormal way • An unbalanced facial appearance • Grinding or clenching of teeth Wow, that’s a mouthful! I couldn’t bear to look, so what do I do now?

Just call the office to set up your free consultation.

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TRUST • FOLLOW-UP • ONTIME FLEXIBLE APPOINTMENTS • FLEXIBLE PAYMENTS • GENERAL DENTISTRY • WHITENING • COSMETIC RESTORATIONS THE “OLDEST” DENTAL PRACTICE IN RBS A ...

THE “NEWEST” DIGITAL EQUIPMENT.

Dr. Ari Stern 02-999-6046

DOCTOR OF DENTAL MEDICINE GENTLE DENTISTRY FOR THE WHOLE FAMILY OVER 20 YEARS OF EXPERIENCE

drstern@neto.net.il

How Precious is Your Sight?

Did you know? A brief eye exam once a year is enough to detect and treat the onset of Glaucoma.

An annual eye exam, recommended from age 35 and up, is the most effective way to detect and treat the onset of Glaucoma. Dr. Kalish’s Center is providing convenient rapid Glaucoma testing, without long waits for an appointment and without having to wait in line. You’ll be in and out in just 15 minutes!

To book an appointment:

eyeclinickalish@gmail.com

054.943.3989

02.679.9008

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Health & Wellness I Ophthalmology Dr. Shmaryahu Kalish

Glaucoma the Silent Sight Thief The eyes are our body's most highly developed sensory organs and the primary physical portal through which data from our environment is collected and sent to the brain for processing.

In fact, as much as 80% of what we perceive comes through our sense of sight. This is why it is so critical to protect our eyes and regularly monitor their health.

By Dr. Shmaryahu Kalish

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ost people are not familiar with an eye disease, glaucoma, which in its latest stages can cause blindness. But everyone is aware of the importance of sight and maintaining good vision—and that the eye is the gateway to this good vision. In fact, a larger part of the brain is dedicated to vision than to hearing, taste, touch and smell combined. Despite this, up to 50% of people in the developed world who have this disease called glaucoma are totally unaware of it.

Because of this the World Health Organization made glaucoma a focus of its five-year vision 2020 campaign.

What is Glaucoma?

The eye, like any closed system, has a normal internal pressure. When that pressure becomes higher than normal, it can cause damage to the “eye nerve”—the optic nerve.

ABOUT DR. KALISH Dr. Kalish did his ophthalmology training at the Mt. Sinai Medical Center in NYC and taught at the medical center for several years afterward. He has been a practicing ophthalmologist for 30 years and maintains offices in Beit Shemesh and Beitar.

Dr. Kalish’s Beit Shemesh Clinic is located at the Lev Harama Shopping Center in RBS B. They can be reached at 02-679-9008

by WhatsApp at 054-943-3989, or at eyeclinickalish@gmail.com.

This nerve is what normally transmits what we see to the brain, where actual vision takes place. This damage to vision is glaucoma. The problem—the real problem—is that this eye pressure and its increase is unnoticeable; it is not pressure that one feels

in their eyes or head. It presents absolutely no symptoms initially and if not treated can cause irreversible visual loss before being detected. It is among the leading causes of blindness in the world. Fortunately most people will not experience this disease but for those who do, and go untreated, it can be devastating.

How can we detect and treat this silent thief of sight? The single most effective way is to have a comprehensive eye examination yearly in an ophthalmologist’s office, particularly from the age of 35 and older.

In Israel, only medical doctors are allowed to put drops in a patient’s eyes (or someone under an ophthalmologist’s supervision).

After the drops are administered, the eye pressure is checked in a simple painless procedure which usually takes less than 10 minutes. If glaucoma in its early stages is detected, treatment with regular eye drops is usually effective in lowering eye pressure and preventing any damage to the eye or vision. But even in later stages, treatment is often effective in preventing further damage.

Unfortunately very often appointments for full exams can take some time to schedule and the waiting time in the office can be

Glaucoma presents absolutely no symptoms initially and if not treated can cause irreversible visual loss before being detected. longer than usual. Therefore, in our office we have tried to circumvent that problem by offering a screening test to see if further or immediate follow up is warranted. This test will be limited to checking your eye pressure and will take less than 15 minutes from entering the office to leaving. Based on this brief screening, you will know if you are presently at risk for glaucoma or not.

This, of course, does not replace a comprehensive eye exam, which is recommended for general health of the eye and for detecting effects on the eye of general medical conditions — but it is an effective first step.

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Health & Wellness I Reut Bar’el Mental Health Center Mayanei Hayeshua Medical Center through life again. Thankfully for her she discovered the Mental Health Center at Bnei Berak’s Mayanei Hayeshua.

Don’t Panic:

Why Panic Attacks Happen and How to Treat Them With Reut Bar’el, Expert Psychologist at Mayanei Hayeshua’s Mental Health Center

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ava was just about finished collecting everything she needed at the crowded hosiery store. The saleslady rang up her purchase and then packed the items into two massive shopping bags. For a moment, Nava stood, contemplating whether to call a taxi or to send her daughters later on with a baby stroller to bring the bags home. Suddenly, her breathing began to quicken and a choking sensation grasped at her throat.

Instinctively, her hands flew to her neck and she opened her mouth wide, struggling to get more air in. The more she struggled, however, the less air she felt entering her lungs. Nava desperately ran to the entrance of the store.

Nava was sure she was experiencing a heart attack, but when the medics arrived at the scene, they didn’t see any signs of a true medical emergency. They determined that Nava was experiencing a panic attack,

triggered by the crowded conditions of the store. Nava was not reassured and asked to be taken to the emergency room. The doctor there repeated what the medics had told her, and encouraged Nava to begin treatment for anxiety.

Nava was hesitant to take the doctor’s advice. “If I just avoid places that are too crowded,” she reasoned, “I won’t have those attacks anymore.” But a few months later, she was at her sister’s wedding, and had to run out in the middle to curb an impending attack. It was then that she realized how much she was missing in life because of her anxiety. She had been avoiding so many places and experiences that would have made her life better, easier, and more meaningful—classes, stores, events of all kinds… and now her own sister’s wedding!

The realization hit her hard, and the decision was quick to follow. She was going to get help. She was tired of being so restricted. She wanted to breathe and move freely

ABOUT ANXIETY AND PANIC ATTACKS Reut explains that panic attacks are considered a type of anxiety disorder. They generally occur for the first time with no prior warning or obvious reason, and then recur in varying frequencies. Today, we know that the trigger for the first panic attack is generally a result of a stressful situation that has been repressed; a situation in which the gap between the desired state of calm and order and a given reality shakes the foundations of one’s sense of security or feeling of control. Recently, an anxiety gene responsible for anxiety and panic attacks in some parts of the population was discovered, which explains why some people might experience anxiety or a panic attacks in situations which may not cause the same kind of response in other people in the same circumstances.

Following the first or second attack, which are perceived as “random,” the person develops anxiety about a recurring attack. A person who experiences a panic attack is certain that he is experiencing heart failure and is on the verge of – or in middle of – a fullscale heart attack. Often, people arrive at the emergency room or visit their private doctors complaining of symptoms similar to a heart attack, such as those Nava experienced – rapid pulse, difficulty breathing, sweating, and sometimes uncontrollable shaking. Some also feel extreme dryness or temporary paralysis of the legs and an inability to move.

WHY DO PANIC ATTACKS HAPPEN? Reut describes how our bodies contain two autonomic internal systems. One is the “rest and digest” system, which operates at times of rest (imagine how you feel after a good meal with your loved ones), and the other – the “fight or flight” system – operates at times of arousal (try to recall how you felt after running on the treadmill or after chasing a bus). Both systems are equally crucial for our functioning in life. Panic attacks result from a “switching on” of the “fight or flight” system due to a psychological factor.

During an attack, a person may feel rapid pulse, high blood pressure, changes to his breathing, muscle tension that is some-

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times accompanied by involuntary shaking, light-headedness, or other symptoms. As a result of these symptoms, a person suffering from a panic attack is usually certain that he is experiencing a heart attack or that he is about to lose consciousness. It is important to stress that the “fight or flight” response is working properly – just not at the right time. It’s like a Shabbos clock in which the pins were pushed in instead of out, so that it turns the appliance off when it is supposed to have been turned it on – yet the Shabbos clock is still in perfect working order!

WHAT TO DO DURING AN ATTACK Since the problem is the result of the wrong system being activated, the “rest and digest” system must be activated instead, Reut clarifies. Sound simple? It is and isn’t. It is, because the systems are healthy and working properly, and it isn’t, because a person experiencing an attack feels a sense of paralysis and light-headedness, loss of control, sometimes even near-madness. There are a few ways to activate the “rest and digest” system—skills that can be learned and practiced as part of a treatment plan. Some of these methods include muscle relaxation, breathing exercises, and bio-feedback.

Practicing proper breathing between attacks in case of hyperventilation (over-breathing) also helps tremendously during an episode. Performing breathing techniques in which air is not expelled immediately upon inhalation but first held in for a few seconds trains the brain to recognize a state of having “unclean air” for a short period of time and not view it as risky, thus preventing the development of an attack when it happens again in a crowded place. The brain becomes accustomed to this kind of situation and no longer identifies it as a danger.

It’s important to know that a panic attack generally begins suddenly, reaches its peak within a very short time – usually about ten minutes – and then dies down. The longest duration of an attack is about an hour, but most pass within 20-30 minutes at most.

This information may help calm the individual and decrease the duration and intensity of the episodes.

A VICIOUS CYCLE From her extensive work at Mayanei Hayeshua’s Mental Health Center, Reut is able to observe that typically a person who has already experienced a panic attack may find that subsequent attacks are induced by the

NOVEMBER 2018

very fear that they will happen. In many cases, panic attacks have been linked to being in crowded places, or conversely, in closed places such as wedding halls, long lines, airports, and similar closed areas. These places are perceived as a threat or danger that if an anxiety attack would develop there would be nowhere to run to in order to get more air. A person who experienced a panic attack while away from his home may avoid leaving his house again, since he feels safe at home and figures he can protect himself from further discomfort and danger by staying there. Unfortunately, this actually exacerbates the problem by strengthening the erroneous link drawn in the person’s psyche between the places he is avoiding and the danger he perceives there. While behaviors such as avoiding those places, carefully planning escape routes (always sitting close to the exit) or relying on the presence of a companion to help him in case of an attack may relieve the anxiety in the short term, it proves debilitating in the long term. As time goes on and the disorder is left untreated, the person’s “safe” zone grows smaller and his avoidant behavior spreads into more areas and places.

The patient learns to feel safe despite the pos­sibility of an impending attack LONG-TERM TREATMENT Reut indicates that some people might sometimes suffer from a panic attack, yet cope well with it and do not change their regular daily patterns for fear of an impending attack. It is unclear whether this may decrease the frequency or intensity of the attacks, but these people’s quality of life is definitely not diminished in the same way as that of people who develop avoidance behaviors. Other people find that the panic attacks frighten them to the extent that each time they are certain that this time it is indeed a heart attack. Their quality of life is impaired, and like Nava, they may develop additional anxieties such as social anxiety, fear of flying, and more.

A person who finds that his panic attacks affect his lifestyle and limit his living space and movement in the world is strongly encouraged to seek help.

The first step is to get a clear diagnosis.

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Since panic attacks are a psychological disorder, they are generally diagnosed by psychiatrists. However, because panic attacks are so common, many family physicians undergo training to identify them and refer patients for effective treatment. Most family doctors will recognize the symptoms and use clear diagnostic tools to differentiate between anxiety symptoms, which may look and feel like a heart attack, and a physiological cardiac problem. Thorough testing should always be conducted, and physiological problems should not be ruled out without proper examination, but generally speaking, a panic attack is a sudden attack that looks like a heart attack, yet does not present any proof of cardiac problems in an EKG and other similar tests, so diagnosis is usually clear and easy to define.

Today’s mental health clinics offer excellent treatment plans for addressing panic attacks, including Mayanei Hayeshua’s Mental Health Center headed by South African born, Bet Shemesh resident Professor Rael Strous, including customized medication and cognitive-behavioral therapy (CBT). CBT changes the automatic, limiting thought patterns about the perceived “danger” that is inducing the attacks. The patient learns to “shut the false alarm” which the brain sounds in the triggering situations, and to feel safe despite the possibility of an impending attack.

During treatment, the person is gradually exposed to the “scary” places in a slow, controlled manner and using lots of relaxation techniques. To establish trust and make sure the patient is not over-aroused, exposure will only be done after establishing the relaxation techniques and only in levels that have been jointly agreed upon. This exposure, in essence, leads to a reeducation of the brain – the brain begins to link the trigger to feelings of safety and security instead of danger.

These treatment methods have been shown to be extremely effective, and allow people like Nava to live a better, more fulfilling and more joyful life.

Mayanei Hayeshua’s six-story Mental Health Center in Bnei Brak was founded by the late Dr. Moshe Rothschild—who was interviewed in a previous issue of Bizness Magazine—and prides itself in being the world’s first culturally-sensitive psychiatric facility.

For more information about Mayanei Hayeshua, visit their website at www.fomhmc.org.

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Marketing I Reece Epstein Reputation Elevation

How to Build an 8-figure Amazon Business (in Dollars, not Shekels)

By Reece Esptein of Reputation Elevation Internet Marketing Services

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eff Bezos may be the wealthiest man in the world but he is far from the only person who has built his fortune on Amazon. Myriad entrepreneurs have built multi-million dollar brands. Many of them have sold their businesses for anywhere from $8,000,000 to $16,000,000.

Amazon sold $178,000,000,000 in products in 2017. Amazon shipped five billion items in 2017 to Prime customers. Its market cap is an astounding $865,200,000,000 as of this writing.

THE PITFALLS OF SELLING ON AMAZON Yet selling on Amazon is by no means an easy endeavor.

Amazon sellers can be fiercely competitive. It is common for an Amazon business to launch a successful product, only to see two or three competitors copy them and start negatively impacting sales volume.

Entrepreneurs create new brands, source product, and create their listings… only to struggle to get reviews, show up in search results, or otherwise find buyer traffic.

Still other sellers struggle with high ACoS (Advertising Cost of Sales, or the amount of money you spend per product on pay per click ads to sell your inventory). After all, traffic is just one part of the sales equation. You also need your listings to convert visitors into customers.

Selling on Amazon is further complicated by the rising cost of storage in Amazon warehouses, by the sudden removal of customer reviews that Amazon believes are fraudulent, and by frequent changes to the platform that force entrepreneurs to adapt. Speaking of reviews, all it takes is a few too many 1-star and 2-star reviews to sink a product. Sellers are under enormous pressure to satisfy their customers.

Finally, it is a challenge to find experienced, high-quality Amazon talent to grow your business for you. Amazon store management, ppc, SEO, and general marketing are challenging jobs and the best talent is well-compensated.

Reputation Elevation Amazon SEO Example: Ranking a Client Product for " Health Supplements "

HOW TO SUCCEED ON AMAZON So, has the Amazon dream become out of reach? No, not at all.

At Reputation Elevation, we have assembled a team of experienced talent and a proven track record helping Amazon businesses grow.

Launching an Amazon business starts with great product research. The ideal product has a lot of pent-up demand but only a small number of successful sellers meeting that demand.

Once your products are ready, it is essential to write effective sales copy to convert visitors into customers. Start by 1) understanding who your prospects are and what they want 2) what selling points are required to compete in the marketplace and 3) what frustration points customers have that nobody else is addressing. If you uncover problems people have that nobody else is solving, then you’ve struck gold.

Photography can make or break a product.

Customers expect clear, high-resolution photos from multiple angles. Video is becoming more and more common on product listings and is an effective selling tool.

Next, it’s time to get good reviews. Sellers ABOUT REECE EPSTEIN Reece Epstein runs marketing consultancy Reputation Elevation and is the director of marketing at Wealthpoint.

For more information or inquiries into the services Reputation Elevation offers, contact rae@reputationelevation.net or visit their website at www.reputationelevation.net

often give away products in return for reviews but this strategy has become more difficult to use as of late. Amazon’s algorithm has become more and more adept at spotting this, and simply deleting all reviews it considers suspicious. It’s important to obtain reviews in a way that is as natural as possible.

The final step in your listing is Amazon SEO, the art and science of getting your products to the top of Amazon search results. If you can find “long tail keywords” with low competition and include them in your listing, you should get some traction. But more competitive keywords require a multi-pronged strategy, often including Facebook Ads, Google Ads, and Amazon PPC. Speaking of Amazon PPC, the Amazon PPC platform is a complicated topic in and of itself that requires a lot of experience to navigate successfully. Otherwise you may be handing over a lot of money to Jeff Bezos.

For those sellers who are determined, competitive and have a budget, there is an alternative method of boosting Amazon search rankings that involves the orchestration of individuals around the US executing specific planned behaviors on your listings to get the algorithm to rank them higher.

We have a track record of ranking products for highly competitive keywords, dramatically increasing sales. See example at the top of the page.

If you are interested in growing your Amazon business, Reputation Elevation can help.

While Amazon services are more expensive than other digital marketing services, our pricing is competitive in the marketplace and we deliver the highest quality. We can help you with Amazon SEO, Amazon PPC, Facebook Ads, Google Ads, branding, product research, getting good reviews (that stay!), and more.

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Law I Joshua Pex Expert

Wills and Inheritance in Israel Legalese is confusing at the best of times, and even more so when drafting or executing a will in a foreign country or language. The law firm of Cohen, Decker, Pex & Brosh specializes in inheritance law in Israel and abroad, and takes pride in upholding the full integrity of a will no matter how complex its translation or constituents.

By Joshua Pex

D

rafting a testament that will ensure an estate is disposed of exactly according to one’s wishes is particularly difficult for immigrants who have family and assets in more than one country. In this article, Advocate Joshua Pex addresses these issues.

Our law firm specializes in solving difficulties related to inheritance. We help testators (testament writers) draft and translate their wills – including joint/mutual wills or ironclad testaments when the inheritance is likely to be contested. We help heirs in Israel and abroad to receive a writ of execution if the deceased had a will, or a grant of probate if the will was not found or was considered invalid. We also translate, notarize, authenticate and convey documents relating to inheritance abroad through the Israeli bureaucracy.

Our range of services includes:

ABOUT JOSHUA PEX Advocate Joshua Pex has been a member of the Israeli Bar Association since 2009. In 2012 he founded the law firm Cohen, Decker, Pex & Brosh as a partner.

His areas of practice are immigration to Israel, inheritance law, and labor law.

Cohen, Decker, Pex & Brosh Law Offices can be reached at 02-990-3180 or through their website www.lawoffice.org.il.

The drafting of a last will and testament.

There are many minor errors the average person may make in formulating a will, which could cast doubt on the proper

disposition of the estate. As experts in Israeli inheritance law, the attorneys in our law firm will help ensure that every item and asset will go exactly to the person you intend, in the order you intend it. In particular, we help couples draft joint or mutual wills that will ensure the estates of both spouses are transferred to the heirs according to agreed upon conditions of both spouses. If you have valuable assets in different countries, we can draft separate wills in different languages and based on the inheritance laws of the country in question.

The translation of testaments into the testator’s mother tongue. From our experience in Israeli inheritance law, the wills of older immigrants (olim) who do not have the best grasp of Hebrew should have their wills professionally translated.

Otherwise, unsatisfied potential heirs may contest the will, claiming the departed could not comprehend Hebrew legalese well enough to understand the intended contents.

Even if minor mistakes are made in formulating a will, it could cast doubt on the proper disposition of the estate Disposition and inheritance of assets in different countries. Our law firm can help clients in Israel apply for the inheritance of the estate of a person who died outside Israel, and (when necessary) contest an improperly written testament that dispossesses legitimate heirs.

Putting the will into action. We can go through the complex bureaucratic process of obtaining a writ of execution in order to “put the will into action” and inherit the estate, handling correspondence with the Succession Cases Registrar, publishing the submission of a probate application in a major daily newspaper, and finally receiving an order from the Family Court.

Contact our law offices for any legal needs related to inheritance law. We would be happy to provide you with quick, friendly service at reasonable costs.

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