Bizness Magazine September 2018

THE RESOURCE FOR THE ANGLO COMMUNITY

www.biznessmagazine.com SEPTEMBER 2018

TAMA 38 THE PROGRAM THAT'S CHANGING THE FACE OF ISRAEL Behind the Scenes with Aryeh Deverett of American Israel Corp

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Anat Bazak Event Designer Cocktails, Candles and Color Schemes Where Design and Concept Meet

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26 Jeremy Kimchi Handcrafted Furniture The Beginning and End of a Handcrafted Piece

Rosenblum Holtzman CPA Welcome to JFK? But Not You Sir!

Yoel Kaufman SCRUBS Management You Don’t Have to Manage on Your Own

Dr. Eli Prenzlau D.D.S. What is PreventiveOriented Dental Care?

31 Baruch Tenenbaum Quality Home Improvements Yikes!

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32 Egert & Cohen Insurance Summer Claims

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34 Tamar Tzach Spa More Than a Luxury

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20-21 Moshe Wilshinsky Moville Mortgage & Finance Ltd. Why Your Documentation Needs to Qualify For a Mortgage As Much As You Do 22

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Aryeh DeverettTAMA 38 All about TAMA 38

WELLNESS

Rachel Koenigson Features of a Healthy Face

Reece Epstein Reputation Elevation Why so Many Businesses Struggle with Digital Marketing… And What to Do About It 14

Real Estate

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25-35 Miles Hartog Architect Making Your Home Accessible

Michael Decker Cohen, Decker, Pex & Brosh Hiring Expert Foreign Workers in Israel

HEALTH

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Miriam Lefkowitz Vista Optical Where Service and Style Meet

41 Sarah Goldstein Veteran Doula The Doula Advantage: Empowering Parents During Childbirth Eliyahu Gherman DDS, Orthodontics May the Force Be With You BIOFORCE Rachel Halperin Otzarot Otzarot: Revealing the Hidden Treasures Within Through Coaching Dr. Zev Mickler Doctor of Dental Medicine How to Prevent Prenatal Dental Problems

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Pediactric Ward Mayanei Hayshua Medical Center A Practice of Hope: Mayanei Hayeshua’s New Pediatric Ward

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Chaim V’Chessed Every Step of the Way

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Letter from the Editor

DEAR READERS,

editor in chief

Ariel Topf

chief business development Yisroel Meir Simon

managing editor

Aviva Sapir

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 Jesica Myers Heidi Tapnack

contributing editors

how to reach us Advertising

02-999-3939 info@biznessmag.com

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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

Congratulations! You made it to the interviewer’s office. This means that you look good on paper; your education and experience seem to match what the employer is looking for. Now they want to meet you in person. The following is a list of the things they need to know and could not gather from your resume: Your personal demeanor, general attitude, conduct in front of people, enthusiasm, intelligence, ability to follow orders, ability to be a team player, versatility, communication skills and the likes.

Employers will take all the above into consideration, but they will be most interested in knowing about your productivity, dependability and honesty.

You must be prepared for your interview. If you are already married, this will be the most important sale you need to make. Yes, it’s a sale. You have to sell the company the idea that they must hire you.

The sale at the interviewer’s office starts from the moment you step in. Show up 10 to 15 minutes ahead of time and make sure you are properly dressed according to their corporate culture and to the position you are applying for. Now is your chance to show a friendly smile while looking at the interviewer’s eyes when shaking hands or while exchanging greetings. Nothing creates a worse first impression than a sweaty hand, a limp handshake or looking down at the floor.

A good job can support your family for many years. Make sure you do not waste the opportunity in front of you by being apathetic about preparing for it. Do significant research about the company you are applying to and the potential questions they may ask you.

Practice your answers in front of a friend, a relative or the mirror.

Professional actors practice their scripts hundreds of times before they perform.

Many employers ask questions such as: why are you in the market today? Why did you leave your prior job? What are you best at?

What are your strongest assets? What are your weak areas? Why do you want to work for our company? What do you expect from your boss? What’s important for you in life? What are your goals for the next five years? What would you do differently in your life if you could go back in time? Watch out for questions such as “what did you like the least about your prior boss?”

Do you see now why you have to be prepared for the interview?

Imagine hesitating when you are asked “what are you best at” or looking at the ceiling if they ask you “what do you expect from the company”. How about “I really never thought about that” when asked about your goals! You must come across smart, sharp and fast on your feet. You must show you’re a mature individual who recognizes your strengths and weaknesses and knows exactly how you’ll be an asset to your employer.

Make sure you properly communicate your desire to learn, grow and achieve within the job and in all other areas. Isn’t that what life is all about?

Wishing all our readers a Shana Tova!

Ariel Topf ariel@biznessmag.com

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Simchas Planning a Simcha?

Let SIMCHAS 2017-2018 do the planning for you.

Get your copy of SIMCHAS or check out our vendors by visiting us at www.simchas.biz PLANNING & DECOR Arts by Jordana jordana.klein@gmail.com Anat Bazak Event Designer 052-865-6196 Lenny Davidman Events 02-673-0721, 054-557-3101 lenny@ldevents.com Oraisa Sofer Stam Consultants 052-598-4568 Malky Neumann Event Planner 02-537-3024, 052-765-9024 mychoc.israel@gmail.com Rachel Schreiber Simcha Coach 053-315-0982 rachelst982@gmail.com Simcha Success Event Planning 052-713-3564 simchasuccess@gmail.com Simchonim Souvenirs 02-500-0599, 03-952-4646 simchonim@simchonim.co.il Styley Event Design 054-203-3963 Tzippy Appel Event Planning 052 660 9694 Simon Balloons 052-767-1819 HALLS & VENUES Achuzat Wagshal 03-579-9959 Crowne Plaza 054-470-0797 Ein Chemed Hall 02-570-9494 Emerald Hall 02-992-4445 Gavna BaGush 02-533-6036 gavna5@gmail.com Hagan Hakasum 02-999-9444, 050-447-5495 eruimbenoam@gmail.com Heichalei Beitar 02-502-1633 Jerusalem Gardens Hotel 02-655-8888

Kedma Midtown 02-534-0800, 058-707-0021 info@kedma-midtown.co.il Maskit Hall 054-666-0693 Nikanor Hall 050-909-9000 kpekan@gmail.com Nof Hayarden 02-563-6464, 058-690-3030 Ramada Hotel 02-659-9973 Rodriguez 02-581-5815 Skyline Chef Restaurant Isaac: 052-255-9939 isaacinisrael@gmail.com CATERING & DESSERTS Antaka Catering 02-990-0217, 054-660-0709 antaka5@gmail.com BeSimcha Leeba Rosenthal 054-232-3410 Bleecker Bakery 02-991-9700 Brunch Bagel Dairy Catering 058-668-8949 bb5004001@gmail.com Catering Chen 02-651-3314 ch.fency1@gmail.com Daniel Catering 077-915-1155 Delices de Paris 054-452-1953 La Nougatine High-end Bakery 072-251-1511 Maadanei Melech Catering 02-502-1633 My Chocolate Place 02-537-3024, 845-531-5268 Schocketino Catering 052-855-1538 hschockett@gmail.com Scoop Catering 052-771-0489 Sugarela Cake Designs 052-289-5580 Toubin Catering 02-534-6328, 02-533-3864 toubin@015.net.il Muffin Boutique 052-772-2368 www.muffinboutique.com

PHOTOGRAPHY & VIDEOGRAPHY Benzion Cheirif Photographer 052-552-1961 bcheirif@gmail.com Dinner Video Productions 052-717-4200 dinnervids@gmail.com Herschel Gutman Photography 052-740-9287 h@herschelgutmanphotography.com

Image Photography & Event Production 052-593-3234, 052-766-9669 Live Stream Simcha 058-538-1902 livestreamsimcha@gmail.com Nachshon Philipson Photography & Videography 054-668-0200 nachshonp@gmail.com Natan Betzalel Videography 052-650-0226 Sarah Zheitler Photographer 052-296-4308 Shmuel Diamond Photography www.shmueldiamond.com TeknoArt Photography Studio 052-267-0131 info@teknoart.co.il Yoni Zur Videographer 052-458-8631 MUSIC & ENTERTAINMENT Bat Mitzvah Dancing with Eva 052-721-2252 Darrell Mordecai Caricature Artist 054-842-5099 darrellmordecai@gmail.com Eliyahu Stein Musician 054-249-1271 eliyahustein@gmail.com Kol Simcha Band 052-688-9123

Menachem Herman Band 02-991-8314, 053-315-0624 menachemherman@gmail.com

Ita Fischer Wigs 02-581-6562 office@fischerwigs.co.il

Moti Hecht Minhag Yerushalayim Band 052-717-0004 motiht@gmail.com.

Or Barashi Bridal & Evening Makeup 050-925-4106

Ruach Hakodesh Band 054-943-6343 israelweddingband@gmail.com

Shifra Shmulewitz Wig Repair & Styling 053-312-0993 wigrepairbyshifra@gmail.com

Yosef Chaim Shwekey Music 052-433-9353

Ralph Wigs 054-578-8523

WEDDING GOWNS & FASHION

Shaindy Wigs 02-652-3010, 052-763-7425

Demiss Designer Hat Store 052-713-0185

Tagless Wigs Consignment Shop & Wig Outlet 058-402-4200 taglesswigs@gmail.com

Eti Melar Gown Rentals 050-419-4374

Tova Rena Makeup Artist 052-768-3629

Fresh & Clean Dry Cleaning 054-721-3016, 077-350-0241

Wigs by Ali 058-445-6476

Bellisima Boutique 02-500-4603

Fuchs Hats 02-500-2930 Lili Sock Shop 02-999-7454 One of a Kind Elegant Wedding Collection 02-537-7679 Salon Nurit Bridal Boutique 02-999-1564, 050-410-4422 Sari Greenblat Wedding Gowns 052-712-0617 BEAUTY & WIGS Sipora Baron Professional Makeup ArtistSpecializing in Bridal & Event Makeup 052-514-4600 sipora.makeup@gmail.com Ahuva Rubin Wigs 02-992-1974, 058-666-9447 ahuvawigs@gmail.com Amir Moyal Hair & Wigs 02-999-4829, 054-666-1826 amirmoyal2011@gmail.com

Lehava Orchestra 052-263-1597

Elianna Gasner Makeup Artist & Hair Stylist 052-362-8463

Mebereshit Band 050-257-5273 mb05052575273@gmail.com

Hair Removal

by Rachel Leah Dubovick 02-999-5925, 050-275-5567

JEWELRY, HOUSEWARES & GIFTS Aria Diamonds 02-500-4450 Ben Barber Linens 03-618-9837 Brilliant Gifts & Fine Houseware 02-650-0369, 02-626-1295 Chen Vakesef Judaica 02-537-4894 Eisenbach Tefillin 02-581-4031, 058-710-7200 Feinstein Jewelry 03-574-1382 Furniture Outlet 054-911-7838 Gal Hachashmal Appliances 02-651-3383, 050-866-9910 galelectric1@gmail.com Ilan Perel Watches 02-625-4256 Jewelry Studio 02-500-0797, 054-596-3408 Vagshel Publishing 02-590-2616 5354345@gmail.com Zvi Hager Jewelry 054-499-9402

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Simchas I Anat Bazak Event Designer

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nat Bazak is an event designer who breathes life and sanctity into event décor in a very unique way. With meticulous planning and as many hours as it takes to get to know and understand each client, she captures and conveys to guests each client’s unique personality or style by translating it into a concept, theme and magical event space.

We spoke to Anat to get some insight on where design and concept meet in the beautiful events she produces.

How can custom-designed centerpieces give meaning and depth to an event?

Every human being has a body and a soul, and we’re constantly thinking about how our actions affect our inner nature and vice versa. Jewish religious law and custom make us think about that all the time. A white tablecloth on the Shabbat table makes such a big difference, even though on the surface it’s nothing but a piece of cloth. A Seder night full of strange accessories can conjure a tangible experience of the exodus from Egypt.

We save our best clothing or our beautiful jewelry for the chagim and Shabbos, and when we wear them, we feel happier and an ethereal kind of sanctity.

My role is to take our most cherished moments to greater heights, by imbuing the “accessories” I use for events—photographs and printed materials, props, centerpieces, favors, candles, table linen and colors—with depth and meaning, through expression of the inner neshama of each client.

How did you get into the business of event design?

I always enjoyed making a themed Shabbos table at home, and used a different color palette and decorative items each week. The variety was refreshing and gave Shabbos a special kind of atmosphere and interest.

Then, before I threw out the table décor from my children’s bar and bat mitzvahs, I decided to use them to teach my students various subjects through a unique series of workshops on subjects I felt were particularly important such as tefilla, Shabbos, and chessed. I took all the leftover items and objects and used them in the classroom to fabricate a series of “special occasions,” and at each lesson a brand new event-scape would greet my students as they entered the classroom. I harnessed the various items— tablecloths, oil lamps, candles and other unique centerpieces—to create a setting, so

Cocktails, Candles and Color Schemes

Where Design and Concept Meet

“The most beautiful things in the world cannot be seen or even touched, they must be felt with the heart,” said Helen Keller, American author and activist who triumphed over the triple afflictions of blindness, dumbness and deafness. Her simple but profound insight can be applied to almost every aspect of our lives. When we celebrate a simcha such as a bar mitzvah, engagement or bris we spend an illogical portion of our time choosing the hall, the décor, the menu, the clothing. But how can we see the material aspects of the simcha as more than just ornamental trappings? How can we take all the seemingly materialistic pleasures of an event—good food, dancing, an excuse to dress up in our Shabbos finest—and make the event a meaningful and memorable celebration of ourselves?

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that each lesson would have a completely different atmosphere, each important subject would take on a colorful, living character and the lesson would remain vivid in my students’ minds. The variety of tools and ideas that I gathered for these classes served as the basis for what I do today.

What simchas do you do?

My bread and butter is lifecycle events like a bris, simchat bat, bar and bat mitzvah, engagement, wedding, aufruf and sheva brachos. Milestone anniversaries and birthdays, retirement parties and Aliyah celebrations are usually less frequent but their intimate size opens up a variety of exciting and unique décor options that aren’t suitable for larger events. I really enjoy designing and decorating indoor and outdoor event venues, but my most rewarding work is using décor to transform a client’s home, for one special evening, into a festive banquet hall or fantasy world.

Design is not about things. It’s about people and the way they make memories.

What do your services include?

I do everything décor-related. I don’t do booking or coordinating with other professional service providers such as photographers, musicians, makeup artists or caterers.

I’m happy to give recommendations, but my job is to identify the concept that truly speaks to a client, and together define the character and significance of their celebration. I prefer to focus on my own niche and channel all my energy and resources into transforming the event space into that vision.

Each service package is tailored to the specific needs or requirements of each client.

Some clients want only the décor for the venue, with a color scheme for the table linen and napkins and color-coordinated outfits for each member of the family. Others need help preparing invitations, favors and thank you letters, so that they fit in with the overall concept of the event. I do the shopping for disposable tableware, prepare guest bags for Shabbos guests and offer a once-off consultation for clients who just want to organize their thoughts about what they want for the event. Sometimes we write the welcome speeches together, and plan the event program in line with the chosen theme. Some clients talk about what they don’t want, and

ABOUT ANAT BAZAK Anat Bazak is an English-speaking event designer, teacher and both formal and informal educator. In between event decorating, she designs inviting learning spaces and classrooms that enable students’ self-expression through their physical environment and its contents. She is also the creator of a course in Educational Creativity and Learning-Environment Design, offered at Herzog Academic College’s B.Ed. program and Matan’s Eshkolot program in Jerusalem.

Anat can be reached at 052-865-6196.

Visit her Facebook page

‫ענת בזק חיבורים של תוכן ועיצוב‬

that clarifies what they do want. It’s a joint process.

I dedicate a lot of time to each client, which sometimes requires a series of meetings, probing them for information on what they’re celebrating, what kind of atmosphere they want, and a design concept to present the message or theme of the event, such as a season, chag, the weekly parsha, or a siyum mesechta of mishna or gemara that they have completed. I ask a lot of questions

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and then my internal laboratory analyzes everything and presents me with a visual plan.

It kind of happens on its own. It’s magical, and it’s a great privilege.

Where do you get all the accessories for your décor?

I don’t borrow from simcha gemachim and I don’t do copy-paste for all the tables at a client’s simcha venue. Each centerpiece is unique and I handpick each item. I own every object, item and accessory that I use and each has its own story or history. I have accumulated thousands of items, but I always buy a few new ones for each event and I love how each one can transport me to another place and time. One might remind me of the stained, wrinkled palms of the man who fashioned it by hand, another carries with it a lingering memory of the bustling market that was once its home, and a third might conjure the image of the peddler who sold it to me for a little more than it was worth.

Do you have a signature “product”?

One of the things that gives me the most joy is a custom-designed table for Shabbos candles.

Usually, a tray of plain tea lights is what guests encounter when they assemble for candle-lighting at a Shabbos bar mitzvah or aufruf. I always felt that Shabbos deserves a more honorable welcome, so I started to design tables to match the color and style of the Friday night meal, which not only provides the magical ambience that only candlelight can provide, but also serve as a decorative element throughout Shabbat. I bought real candlesticks in a variety of materials and colors, including wood, gold, glass, silver and black, and coordinate them with the theme of each simcha. At that dreamlike hour just before sunset—when the whole family gathers together before Kabbalas Shabbos—a beautiful, ornate table for the Shabbos candles sets the tone for a festive and moving Shabbos.

What gives you inspiration?

My muse is in everything around me, both past and present: My years of studying and teaching Torah and Jewish history, nature and landscapes, and above all, people. When your job entails taking your hobby and passion and doing what you love every day, it becomes the best job in the world.

To me, design is not about things. It’s not just a color scheme, candlelight and flowers.

And it’s not just about filling a space. It’s about people and the way they make memories. And when all the tables have been cleared and your guests have gone home, that’s what you’ll cherish the most.

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est Time, a beautifully decorated clock store, has recently opened in the Lev Harama shopping center in RBS B. They offer a lovely selection of timepieces as well as a repair service. Conveniently located on a main bus route, the store’s proximity to many shops allows customers to make the most of their time and get other errands done while their watch or clock is being repaired. Some repairs can be done on site, while others will be ready the next day.

At Best time, you’ll find a wide variety of beautiful, high-quality timepieces from leading brands, including watches, clocks, alarm clocks, and Swiss watches.

Most items have a one-year warranty, but if you have a problem after it has expired, not to worry: repairs are very inexpensive.

The location is new, but the business already has six years’ worth of happy customers: Asher Shmuelovitch founded Best Time as a home-based business serving clients from all over Beit Shemesh. Many spouses, children and chossonim have already been the delighted recipients of beautiful gifts bought at Best Time, and many precious timepieces have been brought back to life under the skilled care of its repairman.

v Do you have a broken watch in a drawer somewhere, gathering dust and waiting to be fixed? Have you been meaning to buy a new clock for the kids’ bedroom or a classy timepiece for the living room wall, but just haven’t found the time to make a special shopping trip?

A love for clocks runs in the Best Time family; Shmuelovitch’s grandfather has been operating a clock store in Bnei Brak for forty years, and his uncle runs a clock store in Ashdod. He possesses deep knowledge about every type of watch and can explain the advantages and disadvantages of each product to his customers to help them find exactly what meets their needs.

Have you been putting off shopping for a timepiece?

Now is the Best Time! Catch the end of summer sales on select designer watches before the chagim!

HORIZON

LEV HARAMA SHOPPING CENTER:

N A H A R H AYA R D E N 1 , R A M AT B E I T S H E M E S H B E T

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Healing Cartilage Damage and Scoliosis Cartilage damage in the knee and ankle joints is a common and incredibly painful condition. When the bones near the joint are too close together, they rub against each other and wear down the cartilage, leading to inflammation, debilitating pain and limited mobility.

This happened to S.B. His doctor prescribed painkillers, but these didn’t treat the root problem: they couldn’t correct the position of the bones or reverse the loss of cartilage. S.B.’s condition worsened until he found Alexander Gorelik. “He saved my legs. He didn’t just sit there and listen, he did the exercises with me and treated me.

He felt my pain and showed me how to heal myself.”

Alexander Gorelik, expert in Chinese medicine and corrective exercise, developed his unique method over more than 30 years of experience. “The key to successful treatment is the patient’s persistence and commitment to following instructions,” says Alexander. “Healing occurs when the bones of the joint start moving away from each other, the cartilage loss is halted and space opens up for the body to regrow the cartilage.”

Word got around, and patients began pouring into Alexander’s office from all over Israel. They come with X-rays that clearly indicate cartilage loss in the knees, shoulders or ankles. Y. B., for example, suffered from cartilage loss in both legs. He was treated in the USA by a well-known orthopedist, and even underwent arthroscopy surgery in one knee. The doctors loaded him up on painkillers, but he continued suffering from debilitating pain in his knees and was unable to walk. “I heard about Alexander and decided to give it a try,” he says. “And here I am, healthy and walking on two legs. I weaned myself off the drugs and continue with the exercises every day. The cartilage started to grow back, and the pain disappeared.”

Rina, 16, whose mother is a nurse, developed scoliosis by spending too many hours hunched over the computer. The family doctor gave her painkillers even though she wasn’t in pain! Her mother took her to Alexander, who taught her a number of exercises and treated her with stretches and massage—and the scoliosis disappeared. Another teenager, a student at a well-known ballet studio, was diagnosed with scoliosis and sent to Alexander by her ballet teacher. “Within a month of treatment, my back was completely straight,” she says.

For more information and to see how Alexander Gorelik can help you call: 054-575-2678

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Marketing I Reece Epstein Reputation Elevation

Digital Marketing Case Study Therapy Clinic Generates $936,000 in Revenue with Facebook Ads

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’d like to present a case study where an ABA therapy clinic generate an expected $936,321 in revenue, using just $8,763.10 in paid Facebook Ads. For those of you who don’t know, ABA is a form of therapy used to treat autism.

WHY BUSINESSES STRUGGLE WITH MARKETING Most small businesses struggle with marketing because they imitate big business marketing tactics. If you’re Coca Cola, Walmart or Geico, you can spend millions of dollars every year on branding. Smaller businesses don’t have the luxury of that kind of budget.

HOW TO GET RESULTS The way to get big results without a multi-million dollar budget is to entice people in your target market to directly enter your sales process.

What that looked like for our client was an offer for parents of children with autism to get advice that could help solve some of their problems, such as difficulty with routines and communication. We then used Facebook Ads to put our offer in front of people in our target market.

HOW TO PROVIDE GENUINE VALUE WITHOUT BURDENING YOUR BUSINESS It might sound a bit scary to you to give away free advice. Obviously, you can’t give long, intensive free consultations to everybody who asks.

Inaction, complacency, and a lack of belief that things can change commonly prevent people from improving their life situation.

Therefore, the best way to give value to a prospect is to help them achieve total clarity about their situation, and present an opportunity for change. This is both more valuable to the prospect than giving an hour-long “information dump,” and vastly more effective in helping along the sale.

Part of this project involved training the therapy clinic on a script to help them deliver on the promise of value, while also ef-

ficiently advancing the likelihood of a sale.

THE NUMBERS Over the course of about six months, we generated 461 free consultation leads for an average of $18.81 each. There were a number of different campaigns we ran in the account, but here you can see the most important ones:

By diligently following up with each prospect, doing quick free consultations and following the sales strategy that we taught the client, they were able to generate over $936,000 in revenue. That’s $107.58 in revenue for every $1 invested in Facebook Ads. WHAT’S THE CATCH? These results may sound too good to be true.

You might be wondering what the catch is.

Firstly, the clinic put a significant amount of effort into following up with prospects and making sales.

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 Michael at michael@reputationelevation.net or visit their website at www.reputationelevation.net.

Secondly, the client enjoys unusually high revenue per patient—it doesn’t take as many clients for them to reach $936,321 as it would for other business types.

Thirdly, the client had to hire new staff to service new patients. In fact, we ran a separate Facebook Ads campaign to find new therapy staff for the clinic. We generated 349 ABA therapist job applications for an average of $12.73 each:

KEEPING COSTS DOWN A final key to our success was keeping the cost of advertising low. Facebook Ads uses an algorithm that can influence the price you pay for results. We have a method to game the algorithm, leading to dramatic reductions in cost per lead. We often see 50% or even 70% more affordable leads with our method.

INCREASED BRAND AWARENESS While the primary goal of our campaign was to motivate prospects to directly sign up for free consultations through our lead generation process, the Facebook Ads simultaneously increased brand awareness, leading to even more sales.

NEXT STEPS If you are interested in trying Facebook Ads on your own, I encourage you to take a look at Facebook Ads that Just Work on our website, our secret formula to writing Facebook Ads that… just work. And it’s only $7. Visit https://m.reputationelevation.net/fb-adsthat-just-work.

We are well known for our work with Facebook Ads but we also provide marketing funnel design, SEO, Google Adwords management (we are Google Premier Partners) and more.

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Finance I Accounting I Expert

Welcome to JFK? But Not You Sir!

When the Institute of Certified Public Accountants in Israel held their annual convention in 1993 in Jerusalem, thenPresident Ezer Weizman attended as guest of honor. “Global trends will one day lead the US to a totalitarian Bolshevik policy while adversely, the Soviet Union will evolve increasingly into a liberal and capitalist region,” was his prediction for the future. His remarks raised eyebrows and were met with ridicule and skepticism. Some even thought it was just another one of Ezer Weizman’s trademark mischievous provocations.

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y Shmuel Rosenblum, B Founding Partner and Manager, Rosenblum Holtzman CPA Firm

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oday, an increasing number of native American citizens living in Israel can’t (or are afraid to) set foot in JFK. Despite the fact that they were born in the US and hold American citizenship, many who immigrated to Israel in their infancy or whose parents are American-born, have to consider the possibility that traveling back to the US from Israel could get them in hot water with the US tax authorities. US tax laws obligate them to report their income in Israel but many fail to do so for various reasons, and some US-born Israeli citizens are not even aware of their fiscal liability. But Big Brother is watching and waiting with a ledger at passport control!

ARBITRARY SANCTIONS The big problem (in a policy which is supposedly purported to uphold US tax law) is that the fines and sanctions imposed on violators of these laws are often arbitrary and open-ended, so that Americans have no way of foreseeing the amount of an expected fine.

And so we behold the fulfillment of Ezer Weizman’s prophecy: The US, world power and leader of the free world, which consistently provided its citizens with relative security regarding what is expected of them by law, has now undermined its former core philosophies and is failing to provide this security. Curiously, this is what formerly characterized life on the other side of the Iron Curtain.

FATCA AND ...

THE JEWISH PROBLEM This new constitutional uncertainty can be demonstrated in the recent fuss involving Mizrahi Bank vis-à-vis the US Department of Justice. Since the enactment of the FATCA Act (FORCA), US tax authorities have made use of every tool at their disposal to impose their new policy on financial entities across the globe. This is how the American authorities succeeded in breaching the long-standing, die-hard Swiss banking confidentiality, and it’s a welcome achievement.

One of the goals of the new policy is to expose the movement of funds intended for terrorism. But the goal that direct-

SEPTEMBER 2018

ly and immediately affects the man on the street (wherever they may be in the world) is to expose and exact punishment to American citizens who have dodged the tax missile, including those who live outside the US. Thus, the United States is marching forward with a socialist vision of social justice, burden-sharing and strict enforcement.

The Mizrahi Bank of Israel was accused of assisting American citizens in circumvention of US policy and tax evasion, and US enforcement authorities offered the Bank a “light” fine of $342,000,000 (1.2 billion NIS) to make the problem go away.

But Mizrahi’s Board of Directors rejected the offer, which they said was entirely random “with no accounting basis.” How did they make the calculation? How did they get to a sum of $342,000,000 as the genuine value of fines evaded? What

If you proactively settle payment of your income tax, the damage to your pocket will be a lot less than if you choose to take your chances with the law.

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Weizman predicted more than two decades ago should remind us not to expect any answers soon.

CONCLUSIONS AND RECOMMENDATIONS Think about the fact that you have no way of knowing how much a fine could set you back if you’re caught for tax evasion! That thought should be enough to get you to pay your fine in a timely manner by pursuing payment from your own initiative (in Israel this is called “voluntary disclosure”). If you proactively settle payment of your income tax, the damage to your pocket will be a lot less than if you choose to take your chances with the law. Our representatives in the USA were able to “cure” Israelis of physical and emotional conditions such as sleep disturbances, anxiety and panic attacks that had previously ailed them at the thought of entering the airport terminal in New York.

Clients who took our advice say they feel healthier and sleep better at night—guilt and worry-free. And most importantly: Whenever they visit family in Brooklyn, they breeze through the airport and into the arrivals hall.

Please note: Most problems are not, in fact, due to tax evasion; the initial requirement is to file an annual report. American citizens who refrain from filing a report, even if they don’t owe any taxes, may be subject to fines—so we recommend filing in any case.

ABOUT THE COMPANY Rosenblum Holtzman, CPA was founded in 1981. The firm provides a wide range of services to corporations, kibbutzim, non-proft organizations and private clients.

These services include auditing annual financial statements, representing clients before the tax authorities, tax planning, internal auditing, information systems, risk management, information security, financial consulting, Sarbanes Oxley implementation, and evaluating corporate governance. The firm has special expertise in forensic auditing and assisting in legal proceedings involving accounting and financial evaluations. With over 100 employees, Rosenblum Holtzman provides a top tier professional service, while simultaneously allowing clients to receive personal attention from the partners.

Rosenblum Holtzman CPAs can be reached at 03-609-20-20 or through their website www.rhcpa.co.il.

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Real Estate I Law Expert

Hiring Expert Foreign Workers in Israel Cohen, Decker, Pex & Brosh helps Israeli business owners acquire work visas for foreign expert workers. The purpose of this article is to provide helpful tips on dealing with the obstacles involved.

By Michael Decker

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any Israeli business owners would like to employ foreign citizens. Foreign employees often have skills and knowledge that aren’t available on the Israeli human resource market. In addition, many immigrants want to work with friends and colleagues they’ve known abroad, both for personal reasons and to utilize established professional connections. Of course, both reasons are also mutually compatible and complementary—helping a skilled friend get a well-paying job that will help your business thrive is both a good deed and a blessing.

Unfortunately, Israeli immigration and labor legislation both place barriers in the path of any business owner who wants to employ an expert foreign worker. The intent is to ensure that foreign experts are never employed in a position that could have been occupied by an Israeli citizen. Cohen, Decker, Pex & Brosh specializes both in immigration and in labor law issues. Our law office in Jerusalem is located next to the Ministry of Interior’s

permit department. Our team has accumulated vast experience on the subject of foreign worker permits, and we would like to point out the most important aspects of obtaining a B/1 work visa for a foreign expert.

Anyone who wishes to employ a foreign citizen in Israel must demonstrate that said employment is both necessary and a net positive for Israeli economy. The main obstacles to hiring a foreign worker for the average business are: the need to prove that the foreign expert possesses special skills that cannot be found among Israeli workers; the necessity of said skills to the functioning or development of the employing enterprise; the expert’s ability to teach these skills to local employees; and the requirement to pay a foreign expert at least twice the median salary in Israel. Overall, the Israeli immigration office treats foreign experts more as a burdensome necessity than as welcome guests.

They are expected to quickly use their skills to improve an Israeli business, convey their expert knowledge to local workers, and depart – all within a scant few months.

There are certain areas of employment in Israel in which the requirements are re-

ABOUT MICHAEL DECKER

Jerusalemite Michael Decker is a partner in Cohen, Decker, Pex & Brosh and a member of the Israeli Bar Association since 2008. Decker serves as chief legal counsel for several leading commercial firms, with areas of expertise including real estate, business, commercial, nonprofit and Israeli immigration law, and significant litigation experience. He is a Co-Founder of IJA, Israeli Justice Alliance whose aim is to fight anti Semitism on an international level and protect the religious freedom of minority groups in Israel while maintaining Israel’s character as a Jewish state with a Jewish majority. His involvement in several petitions before the Israeli Supreme Court of Justice has had a real impact on Israeli legislation.

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

laxed; certain human resource companies have a license to import foreign employees for certain occupations “in bulk.” Caretakers, agricultural workers and construction workers are the most popular imported occupations. However, the average business owner would need the help of an immigration lawyer to demonstrate the necessity of an individual worker’s skills and swiftly complete the process of obtaining a visa.

In addition, there are some tricks that will help you acquire a foreign expert visa that are not mentioned in the text of the appropriate law. For instance, it always helps to have a recommendation from the relevant Israeli ministry, stating that the foreign expert has the knowledge and skills to benefit Israeli economy. For example, a foreign worker in a local tour company with working knowledge of a specific language and culture should receive a recommendation from the Ministry of Tourism, while a foreign athlete may be recommended by the Ministry of Culture and Sport.

Cohen, Decker, Pex & Brosh specializes both in immigration and in labor law issues.

Furthermore, the employing business needs to submit documents by its CPA to demonstrate that it has its finances in order.

Large companies will have a better chance to receive the foreign expert visas, but small businesses can get by as well if they submit a solid request.

The law does acknowledge that supervisors, managers and project leaders may have to stay in Israel for an extended period in order to be productive and justify their employment. Recent changes to Ministry of Interior procedures allow also hi-tech professionals to extend their visas for up to a year, and even bring along their family. Combined with the relatively recent unveiling of the expedited procedure which allowed Israeli business owners to bring in foreign experts to handle local projects in an expedited manner (within a week, as compared to a few months for a regular request), we hope to see a trend of extended flexibility and reasonable treatment of both employers and employees in future legislation.

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Real Estate I Aryeh Deverett TAMA 38 Weizman building after.

Weizman building before.

All about TAMA 38 American Israel has been in the TAMA 38 business for the past six years. We spoke to Aryeh Deverret of American Israel Corp for some more insight into the project and American Israel’s involvement.

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hat is TAMA 38?

TAMA 38 is a government program established to strengthen old apartment buildings against earthquakes. The program has two main goals: to make buildings safer, therefore preventing the devastating damage and loss of life that can be caused by an earthquake; and to address the housing shortage in many popular cities in Israel.

Israel lies along a fault in the earth’s crust, making it particularly vulnerable to earthquakes. This summer, in fact, we experienced several small tremors, felt mainly in the north. By implementing TAMA 38, property owners can protect buildings and their inhabitants against the potentially dangerous effects of an earthquake, as well as expand their properties by adding additional floors— thus filling the housing void in high-demand areas.

Who are the winners and losers in TAMA? In a TAMA project, everyone wins. The residents benefit from a strengthened and upgraded building at no cost to them. A TAMA project renovation makes the building bigger, stronger, better-looking, more accessible and generally worth at least 30% more than its pre-renovation value. Municipalities benefit from the urban renewal and from the fees and taxes generated by new apartments. They also don’t need to pay TAMA developers, but they must ensure there is enough infrastructure in the TAMA neighborhoods. Developers benefit by earning substantial returns from the new apartments they build in TAMA projects. This means they can offer significant financial remuneration to investors who lend them financing for construction.

What is AIC’s role in TAMA 38?

American Israel Corp (AIC) is both a finance company and a developer. Our finance division supplies construction loans to third-party TAMA developers. To date, we have completed five project loans, and we currently have 26 projects being financed, with five different developers. We also develop our own TAMA projects: We have nine projects under development, and more coming. Most of our TAMA projects are in the Gush Dan (Tel Aviv) region, which has been much more progressive with TAMA projects than Jerusalem has (so far!).

How big is the TAMA market?

There are lots of stats available about TAMA, but by our estimate, there are about 250,000 apartment buildings in Israel that qualify for TAMA renovation. I estimate that about 80,000 of those buildings will actually undergo a TAMA reno-

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vation. There are about 20+ larger TAMA developers, like us, who have 10 or more buildings in their portfolio, and dozens of smaller developers working on two or three projects. About 900 buildings have completed TAMA renovations so far. There are probably another 1,000 in construction and 2,000+ in various planning stages. Even if there were 100 TAMA developers who completed 10 projects per year, at least 75+ years of TAMA development would lie ahead. The market is huge, proven and rewarding.

Why should someone invest in a TAMA project?

TAMA projects generally pay investors a significant double-digit annual return.

There is very little risk in a TAMA project, making them excellent investments.

Would it be better to buy another apartment or invest in a TAMA project?

If you live in Israel, it’s always a good idea to try to own the home you live in. I also encourage all Jews living abroad to consider investing in Israel. However, if you already own a home, or you live abroad and you want the best real-estate-based financial investment in Israel, then you should consider investing in a TAMA project versus buying a property.

By now, every Israeli has probably seen or heard about a TAMA project.

Owning an apartment in Israel is a hassle.

Between maintenance, managing renters and taxes, you’ll be lucky to earn 2–4% per year. That’s not a great financial investment. When you invest in a TAMA project, however, you will generally earn 4–5 times more, with no hassles, no maintenance, no management and minimal taxes—and you will be helping strengthen old, unsafe buildings and build new apartments for Israeli families. I always recommend to consider investing in TAMA projects. Earn a good return—and then one day use all of that extra profit to buy your dream home in Israel.

What can go wrong in a TAMA project? What are the risks?

As you probably know, one of the biggest frustrations with all real estate projects in Israel are delays. It can take a long time to sign up a TAMA project and get a building

permit. However, once construction begins on a TAMA project, it generally moves along quickly, because the people living in the building during the construction phase will be inconvenienced and will demand that the project be finished on time.

One “uncontrollable” risk for TAMA projects is apartment price reductions. However, that is generally a risk for the developer, not the investors. Investors in our projects earn a preferred fixed rate return that is paid out first.

Another potential risk is the developer himself. Yes—that would be us, or the other developers that we fund. What if something happens to the developer during the course of the project—a financial situation, or G-d forbid, an illness or even death? Things happens to people. But those “things” doesn’t

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affect our projects. We have a very tight system of checks and controls to protect our projects and our investors and ensure that every project continues to completion.

What is the future of TAMA in Israel?

TAMA projects are going to change the face of Israel; they already are. By now, every Israeli has probably seen or heard about a TAMA project. Wherever you go, more and more TAMA project signs are popping up. Back in the 50s, tens of thousands of apartment buildings were erected quickly to accommodate the mass immigration at that time. Now our generation has the privilege of rebuilding these buildings, making Israel into a modern, vibrant and earthquake-safe place…and earning significant returns at the same time.

What new innovations do you bring to TAMA? Periodically, we have investors who want to partner with us on a project. Depending on the size of their investment, we can offer a partnership program that includes training in becoming a TAMA developer. So their gain is twofold: they earn a very nice return and develop a new career while they’re at it.

For more information about TAMA 38 projects contact Aryeh Deverett at 053 831 0270, aryeh@americanisrael.com or visit their website at www.americanisrael.com

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Real Estate I Mortgages I Expert

Why Your Documentation Needs to Qualify For a Mortgage As Much As You Do

By Moshe Wilshinsky

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our earnings are one of the most critical factors for your mortgage qualification. How much you earn annually is not the only factor; how it’s documented is just as important. The Israeli Mortgage banks use your net income—after all taxes have been paid—to define how much you earn. Additionally, they will not just look at your most recent three months of income; they will look at your total income for the current year as well annual income for the previous two calendar years.

You may be asking, “Why does it matter how my income is documented? My banker has known me for years, and I have been banking at the same branch for 15 years; they even know my parents, etc. My bank knows my income even without documentation because they see deposits.”

To answer this, allow me to very briefly review the history of the development of international financial regulation and the mortgage market in the US. This will give you the context to understand that no matter how well your banker knows you, they will still need to consider what I mention above.

Going back to the 1800s, a majority of borrowers received bank mortgages that often needed to be paid back after five years. It was common for a banker to give a borrower a mortgage because of their long-term relationship. There was a growing trend at that time that wealthy families in New York used agents (aka mortgage brokers) in places like California (remember the Gold Rush), who found good borrowers to loan to. “Good” in this context meant that the probability of the borrower paying later than expected—or not at all—was minimal to none. (We will refer to this as “risk of default.”) These New York families did not even know the borrower personally; they only knew what they were told

by their agent or read in the borrower’s file.

As the world evolved over the next century, and investing and finance was internationalized, we saw the development of treaty organizations and industry-specific not-for-profit organizations. In short, these organizations tried to create guidelines for standardizing how various financial metrics are measured and expressed. This trend of establishing standard metrics and methods for calculating (among other things) perceived risk of mortgage default accelerated.

So today we have an “alphabet soup” of organizations, committees and accords, such as the FAF, GAAP, FASB, BCSB and Basel (I, II and III). The Bank for International Settlements (BIS) (set up post WWI) issued Basel III, a regulatory framework, in response to the financial markets crash of 2007. Basel III updated or replaced its predecessor (you guessed it) Basel II, which similarly updated or replaced the original Basel Capital Accord, enacted in 1988. One of the objectives of Basel III (and its predecessors) was establishing a common method for the international banking community to measure and represent risk (including risk of default of con-

ABOUT THE AUTHOR Moshe Wilshinsky is the CEO of Moville Mortgage & Finance Ltd. Moville Mortgages can found on the web at www.movillefinance.com.

They can be reached at 073-796-2226 ext. 711.

In the US, dial 201-377-3418; in the UK, dial 208-596-4501.

sumer mortgages) on a financial institution’s balance sheet and profit and loss statement.

To understand why this was important, think of the well-known principle in investing “the higher the risk, the higher the return”. This means you will loan the US government money for 10 years for only a few percent return annually, but when you look at investing in a startup, you expect double digit percentage return. With that in mind, understand your mortgage is an investment in the eyes of the bank that gave it to you.

In accordance with the Basel III regulatory framework, the Bank of Israel (BOI) issued new Israeli Mortgage regulation how banks need to document, measure and offset the risk of default for each mortgage borrower.

Now you can start to understand that even though your banker may know you well enough to know that you would never default on your mortgage, it’s not your bankers money—he has a boss to answer to as does his boss and so on. Since on a practical basis, those responsible on one level or another for the sources of mortgage capital can’t possibly have a personal relationship with each borrower or even the borrower’s banker, the need for an objective method to define and measure risk brought about the creation of the Basel regulations. That is the answer to why regardless of how close a relationship you have with your banker, the amount of income you earn, how it is documented, your profession, how much you earned annually in the past and many other factors, are all variables that dictate many aspects of the mortgage you can get from an Israeli bank.

Whether or not you enjoy a bit of basil in your soup, your mortgage qualification process has definitely been flavored by the Basel III accord.

On behalf of Moville Mortgage and Finance, my family and I wish you and yours a Happy and Healthy New Year.

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Home 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 Marla Haber Goldstein Architect 054-308-0160, www.marla.co.il

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Yehudit Margalit Mortgage Broker 052-790-6867, 02-650-1544 judith.r.margalit@gmail.com

MDAI Security Systems Meir Tasis 050-400-3864, 02-651-3999 mdai@zahav.net.il

Miki Hanuni - Mal Hagag Pergolas 052-480-8764 mikihanuni@gmail.com

Aderet Aluminium arik@aderetalum.co.il

Yehuda Gagot Raafim 054-440-8268, 054-440-8268

Meitar Security 050-670-2870, www.meitar-systems.com

Avi Pave Project Manager 054-805-8072, agpave@gmail.com

My Handyman 054-846-2185 1myhandyman@gmail.com

AIR CONDITIONING, SECURITY, LOCKSMITHS & ELECTRICIANS

Chanan Michaeli Soragim 052-762-4901

Elram Air Conditioning 02-640-3000

Haela Carpentry 072-336-0236

Moti Arush Air Conditioning 052-630-3060

Kola Meter Construction and Renovation 050-263-3383, kolameter@gmail.com

Rehitei Hayukra 055-667-0701 nechamaa100@gmail.com

Tzvi Air 02-826-2828, info@tzviair.com

Yonatan Atlan Renovations 052-520-1757

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

Gingi Kor Air Conditioning 054-215-8669

Dan Gordon Landscapes 054-816-2416, daagordon@gmail.com

CONSTRUCTION, RENOVATIONS & ALUMINUM

Aluminum 4 U 054-624-4000, yedid18@gmail.com

Weitz Air 077-791-2671, 050-221-9444 weitzair@gmail.com

Mistriel Carpenters 08-932-8295, gallery@mistriel.org Moshe Yerushalmi Carpenters 534 3246 Mr. Electric Appliances 050-997-7788, electric@012.net.il Nisha Kitchens 050-539-0791, www.‫נישה‬-‫מטבחי‬.co.il Olam Hamizronim I Expert I 02-537-8888 Outlet Furniture 054-911-7838

Zedek Group Property Management 02-547-2638, www.zedekgroup.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 Miles Hartog Architect

Making Your Home Accessible

Growing Old in Your Own Home

By Miles Hartog

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ou live in your own house, but it was designed for a different stage in your life. You’re growing older and therefore it’s less easy to maneuver; it's harder to navigate the stairs, the doors, the bathroom.

Your children have left the nest and you need less space on a day to day basis, but you want your home to remain your own, your children (and grandchildren) to have a place to stay when they come to visit, and you want to remain in the neighborhood that you’ve lived in for years.

Your parents need a place to stay—for a visit or long term—and your home just isn’t practical—there’s no easy entrance, there’s no bathroom on the ground floor and there are too many stairs.

You or your loved one suddenly needs a more accessible home—a room for a carer, wider doors for a wheelchair, support rails by the stairs or an elevator.

There are so many reasons that we are going to need a fully accessible house at one time or another that it’s hard to imagine why we don’t think of it from the outset. Are we young and carefree? In denial? Do we think it will happen to someone else? Or do we just not think about it until it’s too late?

I have so many projects right now that are based around this one simple principle — how do we make our home an easier place to live in when things are not the way they have always been?

DESIGNING FROM SCRATCH The first and best way to design for accessibility is to design right from the get go,as much as possible. Getting the major components of the house onto one accessible level, or incorporating an elevator into the design, will allow us ease of use through all phases of life and many changing conditions.

Major concerns are parking, entrance, width of halls, doors and rooms, bathrooms designed for accessibility, contrasting colors at changes in level (like stairs) for failing eyesight and more.

USING WHAT YOU’VE GOT Of course, most of us already live in our homes before we think of these things, and don’t want to (or are unable to) move when the need arises. So, we need to look at the best ways to adjust the existing situation.

ABOUT MILES HARTOG Miles Hartog was born and raised in Sydney, Australia, with a short spell in the UK. He started his architecture degree in Sydney and completed it in Israel at the Bezalel Academy of Arts and Design. Miles has been working in the field of architecture in Israel and overseas since 1992. His 25 years of experience has provided Miles with an extremely broad palette for design and problem solving, which he now applies to every project–large or small.

Miles can be reached at 054-436-4492 or through his website www.mileshartog.com.

Reviewing your existing home’s layout, an architect can assess the adjustments required to make it more accessible—basically more user-friendly for a new kind of user.

If difficulty arises requiring the use of a wheelchair, often your house will need wider doors than it currently has, redesigned bathrooms to allow for the turning radius of a wheelchair, switching out a tub for a sitting tub with a door or a shower with a level floor and changing out a vanity to a sink with space underneath for your knees.

At the same time, additional support rails at key points in the house will make getting up and down easier, while adjusting counter heights can make kitchens and work benches usable.

If the trouble involves a walker, the changes may be less significant, but need to be no less well thought out.

If you need a live-in or daytime carer in your house, you’ll need to create an appropriate place for them, as well as ensuring privacy for both yourself and them.

What happens when you want to stay where you are, but some areas in your home simply becomes inaccessible to you? What if you live in a multistory house but an elevator or chair lift is not achievable for you?

Or what if you are planning your house now but don’t want to limit yourself to one floor?

It’s important to recognize and prioritize those parts of the house that everyone must get to, and those that can be more peripheral. When designing a new house for families, I try to make sure that living, dining, kitchen, laundry and master bedroom are all on the main floor. Additional bedrooms, bathrooms, studies or family spaces can be on other floors and not be a major obstacle if circumstances change down the road.

PARENTS Often, people come to me with the desire to allocate part of their home as a separate, independent living space for their parents to come and live in, to be in their own space but near enough to be easy to assist when necessary. Redesigning an existing home or an addition to one that allows for this is often a solution that makes sense for all involved—the parents who want to maintain their independence and dignity, the children who want to be there for them and even the siblings who want to help out and know that this solution will make it easier for everyone to do so.

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Home I Jeremy Kimchi Handcrafted Furniture

The Beginning and End of a Handcrafted Piece Jeremy Kimchi is a master wood craftsman who has been designing and hand-crafting one-of-a-kind pieces of artistic furniture for 26 years.

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very beautifully-designed piece begins somewhere. We were intrigued to hear the process involved, so we spoke with Jeremy for a behind-the-scenes view: When a client commissions me to create a piece, the very first thing I need to know is what exactly I am being asked to create.

Synagogue furnishings or an Aron Kodesh for example, are of a different scope both in time and materials, and require a different approach to furniture, such as a coffee table or bedroom set. I discuss with clients the overall gestalt of the piece they envision: its rough dimensions, specific functions, possible design elements including suitable types of wood, and any other relevant details.

Although furniture might be a focal point in a room, it never stands alone, and should blend into an existing milieu. So after I’ve collected all the information I need regarding the item itself, I coordinate with clients to meet on-site (when possible), to examine the space the piece will occupy when completed. Everything a client tells me about their personal taste and lifestyle, the specific function of the piece, and the space where the item will be housed, makes the item that much more personal and unique.

After I have all the input I need from a client, I make quick sketches on site and establish the overall theme and character of the piece. I also give clients a rough estimate of the price range so they have an idea of costs up front.

Back at my studio, I prepare the first round of renderings, which I send clients for their initial approval. We then move into the final stages of the design process. I present detailed drawings so that every aspect of the

piece, both functional and aesthetic, is clear and meets clients’ approval. Being a yekke by nature, I always give a precise date for delivery, so clients know when to expect their finished piece. Once clients give me the final go-ahead, the creation of the piece begins.

The first stage is the selection of wood.

Each species of wood has its own characteristics and quirks. I rely on my experience and artistic sense to pick and match the right type of wood that will best serve the item in terms of stability, color, grain and texture.

Next is a series of gluing and joinery techniques that I apply to the planks I have chosen. For example, mortise-and-tenon joints,

ABOUT JEREMY KIMCHI Jeremy Kimchi is a master wood craftsman living in Kfar Adumim. Jeremy creates wooden masterpieces of any size or style, beautifully customized to your style.

He can be reached at 052-321-3980, kimchi.jeremy@gmail.com, or through his website www.kimichidesigns.com.

and aprons for a dining room table are terms that describe various elements used in a piece of furniture. I joint and plane the boards, attaching pieces when necessary to extend the width or thickness of a specific part, or for a 90° angle. After completing the basic form of the item, I begin the artistic design: sawing and shaping the curves and recurves of a desk’s legs, or sculpting the panels of a cabinet.

Once the design stage is complete, I begin sanding, which is a long meticulous process. I start with a rough grit and gradually working up to a fine finish. After carefully wiping away the fine dust that remains, I apply lacquer, which leaves the surface with a lustrous satin finish. I take pride in creating a warm and inviting finish which beckons to be touched.

When the laquer is dry, the various parts of the item are carefully glued together.

Sometimes I do the gluing prior to the finishing, depending on the type of piece and joinery. Drawers, doors, handles and accent parts are attached, and I review the piece for any final touches. Finally, I sign and photograph the item and it is carefully packaged for delivery and installation. It might sound like a very technical process, but it takes head, hands and heart to create a beautiful piece of art.

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Real Estate I Interview I Yoel Kaufman SCRUBS Management

You Don’t Have to Manage on Your Own

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hether you’re a homeowner, a landlord, a real estate investor, or running an Airbnb, managing a property can be a huge headache—especially if you’re located far away. There may be tenants to deal with or clean up after, emergency repairs to be done, or renovations to supervise. Yoel Kaufman, founder of SCRUBS Cleaning and Maintenance, noticed this need among his clients and decided to expand his services to include property management. We interviewed him about this recent development.

So, Yoel, what is SCRUBS Management?

The goal of our new service is to make it possible for property owners to enjoy the benefits of their investment without any worry.

We take over all the burdens of running a property, whether it’s a home, an Airbnb, or a business space—from day-to-day maintenance work to addressing electric or plumbing emergencies, doing the cleaning and the laundry, stocking the fridge, or even putting your home on the market. This means that your tenants or guests will have their needs met in a prompt and professional manner without you lifting a finger.

What about SCRUBS are you most proud of and why is property management your next career move?

I am most proud of the quality relationships that I have built with my clients and my reputation as an honest and trustworthy individual. We have specialized in building trust, honesty and strong relationships with clients and vendors and have learned exactly what our clients expect and how to go above and beyond.

Numerous clients have asked me to manage their properties, which pushed me to explore property management and other ways that I could make their lives a little easier.

What do you do as a property manager?

Our clients’ concerns are our constant concern. We work around the clock to make

sure your investment or vacation property is running as safely and smoothly as possible. Some of the regular tasks we deal with include: checking on your apartment weekly; checking that the alarm system is active and following up ASAP when the alarm is triggered; scheduling and organizing service or maintenance personnel; receiving deliveries; performing cleaning services; pre-arrival prep and shopping; car services; and handling issues with plumbing, electricity, or renovations. We do whatever we can to take the stress of these issues off your shoulders.

What does this include?

Each management agreement is specifically tailored to the owner and the property. We find ways to improve the property and we oversee construction projects. We can advertise the property, screen tenants, negotiate professional leases and document the property’s condition as renters move in and out, and much more. A huge advantage in using our company is that your property will receive the proper maintenance and care it deserves.

Reliable skilled technicians are surprisingly difficult to find in Israel, especially on erev

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

chag. If you entrust us with managing your property, it will be efficiently maintained by our team of professionals, no matter the time of the year.

With a network of friends and relatives in the area, why would someone need a property manager for their Israeli property?

Like many things in life, there is a benefit to having a specialist do the job. Relying on friends and family may seem convenient at first, but it can get awkward. What if there is a problem that requires investing a significant amount of time to solve? What if it involves some knowledge or expertise they don’t have? Your friends’ potentially unprofessional decisions may harm your investment and place unnecessary strain on your relationship. Hiring us means that you will not have to rely on people to do you favors. Our job is to protect your investment and we’re here to serve you.

What motivated you to open SCRUBS Management?

We recognized a need for services that went beyond cleaning. We repeatedly saw people buying amazing homes for investment or vacation and then finding themselves unhappy with the mediocre management services available to them. SCRUBS Management was created to rectify that.

We believe property management is a specialist profession. It demands attention to the most minute details, efficiency, in-depth understanding of the real estate market and its trends, local legal know-how, basic building knowledge, and the ability to resolve situations that may involve high-strung emotions.

Why choose SCRUBS Management over other property management companies, some of which have been in business for longer than you?

We are close and easily accessible. With SCRUBS Management, you get honesty, consistency, reliability, constant availability, and the knowledge and reassurance that you are working with a name you can trust. We have an impeccable reputation, particularly in the Anglo community, and are fully committed to our clients. Our quick turnaround time on all requests is a service that greatly benefits our clients.

When you put your investment into our care, you can move forward with peace of mind, knowing that we will treat it like our own. Our referrals speak for themselves.

Let us take the worry and work out of managing your property.

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Home I Baruch Tenenbaum Quality Home Improvements

Yikes!

Renovating a home involves taking an existing structure and making changes to it. This necessitates undoing someone else’s work—that of the original kablan, the DIY homeowner, or a former renovator. What happens when you encounter sub-standard or sub-sub-standard work in the process?

By Baruch Tenenbaum

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srael is a highly regulated society and the building industry is no different. Teken in the building industry refers to the standards that the trades must adhere to when performing their work, aka, code-compliance. There are codes for the structure of the house—size of steel and strength of concrete, for example, and there are codes for the electrical, plumbing and gas systems that are contained within a house. Materials installed in a house must also adhere to and be approved by the Standards Institution of Israel, Machon Ha’Tkanim HaYisraeli.

WHY STANDARDS? Some of the reasons these standards are necessary are to maintain public health, protect the environment and maintain public safety. The teken is also meant to ensure safety many years in the future. I will describe this with a few electrical examples.

Let’s say I have a light switch located on my living room wall that controls an overhead light. I want to add an additional light switch, which will control a wall sconce, 50 cm higher up from the switch and 120 cm to the left. I will need to chisel in the wall from the light switch to the desired sconce location. The rule we learned in grade nine algebra—that the shortest distance between two points is a straight line— would dictate my path to be a diagonal, from the switch to the sconce. However, if I would chisel the wall, run new wires, patch the wall and paint, I could be putting someone at risk in the future. What if five or seven years down the road the new homeowner decides to hang a picture? He pulls out his handy-dandy drill and inadvertently drills straight through an electrical wire and out go the lights! Teken requires electrical lines

be chiseled in a vertical or horizontal path.

This ensures safety for future trades. They know to anticipate wires being run in these directions and can take precautionary measures when drilling. They do NOT expect wires to be run in a diagonal path.

Another example involves the color of the plastic coating, or sheathing, around the copper wire. Teken, or convention, is that brown is used for line, blue for neutral and yellow/ green for ground. The electrons buzzing through the copper wire couldn’t give a hoot as to the color of the sheathing, but an electrician working several years down the road certainly does. My electrician and I have encountered numerous cases where this convention was not followed; it leads to much

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

longer troubleshooting in the future (which is usually costlier to the client) and electrical shocks. The electrician does not expect the ground wire to be carrying 240 Volts, but if it was wired incorrectly by an incompetent contractor, his life could be at risk.

WHEN THINGS AREN'T UP TO STANDARD The picture on the left shows the back of an electrical panel AFTER the wall behind it was opened up to reveal the wires and the pipes. Do you notice what is wrong here?

One advantage of Israeli wiring, in contrast to North American wiring, is the use of pipes, or tzinorot, the black tubes in the picture. Pipes are run between the electric panel and devices (outlets and switches).

Then the appropriately colored wires are pulled between the points.The advantage of this system is that if new wires need to be pulled in the future, the wall doesn’t need to be chiseled. For example, if you wanted to install a ceiling fan with a light in a bedroom and individually control the light and the fan with separate switches, you would need to pull one additional wire through the existing pipe and add a second switch.

In the picture NONE of the pipes actually made it into the electric panel. This picture was taken in a home that I recently renovated where extensive electrical changes were made; the kitchen turned into a bedroom, and the study turned into the kitchen. We needed to change a lot of the wiring, and what should have been a simple exercise of pulling and exchanging wires was getting us nowhere—we simply couldn’t fish any new wires through. After we opened up the back of the panel, everything became clear.

The pipes were 2-7 cm short of the panel, and plaster surrounded the wires, making it impossible for anything to budge.

All the examples I have given were for electrical work, but unfortunately, I have encountered sub-standard work in plumbing, waterproofing, tiling and other fields as well. It certainly makes renovating more challenging.

Sloppy work and not adhering to teken and building conventions can cause many problems down the road. Make sure you hire a reputable contractor who will do it right the first time. It might cost you more, but you’ll have peace of mind and safe wiring for many years to come.

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Home I Insurance I Expert Claim #2: Our client took out extended coverage for emergency pregnancy care.

While in New York, she needed to see a gynecologist. She contacted one doctor after the other but not one was prepared to accept a new or, even worse, a temporary patient.

This, of course, was with the understanding that the insurance would cover full private rates. This is the sad situation—the doctors are so nervous about liability claims that they simply refuse to see new patients! (Our client could have gone to the emergency room but all she needed was a simple appointment).

Result: She waited until her return to Israel.

Moral: Don’t complain about Kupot Cholim!

Summer Claims

By Shimon Cohen

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hagim are here, marking the official end of the summer.

Let’s take a look at some complicated claims that came our way this summer.

Claim #1: Two teenage girls were in Singapore. They saw a stand advertising an hour ride on electric three-wheeler golf carts. They asked the owner if they needed a driver’s license for the carts, and he assured them that they didn’t. Unfortunately, they crashed, and one girl broke her jaw. When we started to process the claim, we discovered that, in fact, one did need a motorcycle licence in Singapore for these carts, and the insurance company refuted the claim.

(There is a specific clause in the travel policy that in a place where a license is needed, there is no coverage if you drive without it.)

Try to sue the stand owner? Forget it!

Result: A large claim for the parents Moral of the story: Always check the insurance requirements of any car, golf-cart, or motorcycle that you plan to drive.

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-stop-shop for all your insurance needs.

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

FINANCIAL SUMMARIES How many of us have worked in a few places, have had different pensions taken out, have bought policies over the phone or have policies overseas?

This often results in a large number of debits on our credit cards/bank accounts with us usually having no real idea of what we have or need.

Egert-Cohen steps up to the plate!

Today, we can get a summary of all your Israeli pensions and insurance policies. This is done through a government site called Har HaBituach, which collects information from all the insurance companies based on your teudat zehut number.

Once we have this information, we prepare a detailed summary and, if necessary, will meet with you in person to discuss your options. Our experience has been that we can usually save our clients hundreds (and sometimes, thousands!) of shekels a year.

A classic example was an older widow who asked us for this service. Upon going through her policy, we found that she had no less than five personal accident policies. One would be reasonable, but five!?

We saved her a lot of money that should go to more pressing needs.

The cost for this service is 1,000 NIS for non-clients and 750 NIS for Egert-Cohen clients. Contact us for details.

CALENDARS We have a limited number of Egert Cohen’s beautiful wall calendars for the coming year. Please email egert@egertcohen.co.il to get your free copy.

Wishing all our clients and Bizness readers a Shana Tova!

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Interview I Tamar Tzach Spa

More Than a Luxury After 12 years of working in retail, the company Tamar Tzach worked for went out of business and she was out of a job. At the time, she was almost fifty years old, a married mother of four grown daughters, and had no idea what to do.

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amar found a part-time job as a caretaker in the mornings, and in the evenings, she began studying medical pedicures.

She started making home visits, carrying a suitcase, and some of her clients started asking if she could do facials, too. After obtaining more and more skills and knowledge from various sources, she decided to start her own clinic.

Today, Tamar runs a full-service spa at two locations: the centrally-located Dan Panorama in Jerusalem and Yaarim Hotel in Maaleh HaChamisha. Treatments available include all types of massage: Swedish, deep tissue, reflexology, medical and prenatal as well as hot stone therapy, body peeling, Ayurveda, massage for athletes and medical pedicures.

Tell us about your locations.

Yaarim Hotel near Mevaseret Zion is a beautiful place with lots of green and a spectacular view. There’s a heated, covered pool, a jacuzzi, dry and steam saunas and a fitness room. A client who comes for a massage can enjoy these facilities all day from 9am to 9pm.

The Dan Panorama is located in the heart of Jerusalem, and boasts an open pool on the 8th floor with a stunning view of the city.

Do you still do home visits?

Yes, with an added fee.

With so many types of treatments, how do you decide what option is best suited for each patient?

Mostly, the therapists play it by ear. Almost all of them are trained in all the treatments we offer. So they ask the clients about

their preferences, and adapt their treatment according to how the client’s body responds.

Our bodies know how to express what they need, and a trained therapist knows how to listen.

Can you tell us a little about reflexology? Where did you study it, and what are the advantages?

Mind-body balance is not a cliché. A series of reflexology treatments can help you achieve that balance. It’s good for pregnant women and is known to help induce labor; it can help with digestive issues, cleansing waste from the body, or backaches; it does wonders for migraines… the list of benefits is very long. It can even help children with earaches. Why give antibiotics if reflexology can clear it up?

I attended Reidman College with the goal of enriching my knowledge regarding pedicures, but I ended up staying for more than two years to study reflexology in depth.

Which facial cosmetic products do you most recommend, and how often do you recommend getting a facial?

There are many opinions and many companies that proclaim that they’re the most successful. In my experience, Hava Zingboim’s products —made in Israel— are excellent with proven results, and those are the ones I work with most. We are very proud to be using blue and white products in our treatments. There’s another company that works with every major hotel chain in the world and I work with them as well. As for how often to get a facial, it depends on your skin type and your goals. Some women

come once a month; some every six months.

Are spa treatments more beneficial for the body or the soul?

Some people come just for a pampering fun day, but honestly it’s a shame people think of it as a luxury. These treatments are preventative medicine and there is very little awareness about how important they are for both body and soul.

Who are your clients? Do you have any regulars?

My clients hail from all sectors of Israeli society and every age, including children.

In general, I recommend bringing kids for treatments; it helps balance their systems, and can help with ADD. I have a grandson who plays soccer professionally and comes to me for treatments. One of my employees is a blind massage therapist who specializes in treating athletes.

Of course I have regular clients; we have a multiple-treatment option for returning customers. There’s an accountant who comes for 75 minutes every week, and there’s a client who came once and subsequently told us that we were able to help with a pain in his heel that no doctor had managed to treat. Now he comes every 10 days. Additionally, there are professional athletes and trainers who come to us for regular maintenance treatments.

My massages are of course very helpful for backaches. Especially in my Jerusalem location, I have clients that conveniently pop in just for that and feel immediate relief.

What should a client know before coming to you for the first time?

That they should mention that it’s their first time and ask for an explanation about what will be done. There are those who want to know as much as they can, and those who prefer to trust the therapist.

Which treatment is most popular?

The hot stone therapy is most popular.

What do you love most about your work?

I love to hear clients say, “What did you do to me? That was the best massage I’ve ever had” or “Can I take you home with me?!”

Tamar Tzach runs full-service spas in two locations, the Dan Panorama in Jerusalem and the Yaarim Hotel in Maaleh Hachamisha. Tamar can be contacted at 02-644-6889 or 050-867-0752

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Health & Wellness

Givolim Institute Therapeutic and Educational Center Eyal Ben Yaakov

Alexander Gorelik Cartilage Damage/ Scoliosis Treatment 054-575-2678

054-671-3010

MASSAGE:

givolim.givolim@gmail.com

Raphael Cohen 054-314-0350

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

Miro 052-878-7336 Anna 054-723-5500 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 Shmuel 050-236-4401, 02-534-3604 haderech01@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.

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 PhysicalTherapist 058-781-9801 aryehpt@gmail.com Ow-to-Wow Mobility Specialist Shoshana Shinnar 058-612-2014 poshshosh@gmail.com Emotional Health Healing Lena 054-758-1206 zvilenazvi@gmail.com

For more information, call 052-761-1177

Positive Health Counseling Mika Smith 054-984-8862 mikasmith@msn.com Sheryl Prenzlau ,M.S.W. CBT Therapist & TAT Professional 052-762-3350 skeyboard@gmail.com Judah Katz Psychotherapist 052-312-6021 judahkatz@gmail.com FITNESS Rivka Matluk Yoga/Pilates Instructor & Personal Trainer 050-992-1033 matluk@bezeqint.net Dance with Dena Kosher Zumba 054-242-0712 ddlhundert@gmail.com Li Briut Personal Training - Sheva Samuels 054-542-7487 shevah@libriut.com

DIET & NUTRITION Food for Thought Nutrition - Aliza Eisenstein 054-842-3044 aliza202@gmail.com Judy Kizer Nutritionist 052 566 5725 feinerkizer@gmail.com MEDICAL Avraham Zimberg, DPMOrthotics/ Foot Care Specialist 054-543-7775 zimberg.r@gmail.com Heichalei Hashen 02-992-4347 992203@gmail.com Lev Hakirya Orthotics 02-991-4166 AV Israel Hearing Tests/Aids 02-673-0244 www.avisrael.org

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Health & Wellness I Interview I Miriam Lefkowitz Vista Optical

Where Service and Style Meet Shopping for glasses can be a trying experience for anyone, but for a new oleh it can be even more daunting. How do you know you’re not being taken advantage of? How do you know you can trust the owner or the salesperson, especially when you don’t speak the language?

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ista Optical was founded to answer this need. Located in Jerusalem, Vista Optical is a boutique store offering namebrand glasses and contact lenses with superb customer service.

How did you get started?

We started out as the Contact Center 7-8 years ago, selling only contact lenses. We eventually built up a customer base, and Vista Optical opened its doors around three years ago.

What kind of glasses do you sell?

We currently offer mid- to high-range name-brand glasses, including Prada, Chopard, Mont Blanc, Fred, Swarovski, Roberto Cavalli, Silhouette, Minima, Teka, and many more. Our collection is the largest and most varied in the Jerusalem area. Some of our suppliers have told us that other top optical stores that they supply don’t have a selection like ours.

We constantly update it to ensure that our customers have access to the most up-todate brands and styles. We stay on top of the very latest in high-end American and European fashions and import those styles from leading manufacturers across the globe. As a result of this emphasis on staying in fashion, we are the trend setters in the Israeli market.

We also carry a sizeable line of lower-priced frames for the more budgeted consumer. What we don’t sell, however, are the cheap discount frames you find at the mass-market chain stores. Our priority is quality—both in terms of our product and in terms of our service.

What does American-style service mean to your company?

We know that many American clients are often frustrated and disappointed with the way they are treated in many local stores. To

ABOUT THE COMPANY Vista Optical is an optical boutique in Jerusalem that offers high-end name-brand glasses and contact lenses and American-style service.

Visit their store at 18 Eli HaCohen Street, Jerusalem or contact them at 02-538-2217.

us, American-style service means each customer is greeted and welcomed and treated with respect and professionalism from before the sale and for years to come.

It also means that we don’t hire just anybody to work with our customers. Our salespeople are hand-picked according to our strict standards. They need to speak English and understand fashion; you need to be able to trust that they won’t push you to buy something just because it’s in style.

They recommend only glasses that are flattering to the specific client.

Can you give an example of a style that might not suit just anyone?

One of the latest styles is oversized frames.

They are more popular in Europe, and part of the reason for that is that Europeans, especially Eastern Europeans, tend to have wider faces than our Jewish faces, and oversized frames are less flattering on narrower faces.

They’re even more cumbersome and awkward-looking when the prescription is high.

What else do you consider when recommending a frame to a customer?

We also try to match the frame to the client’s lifestyle and culture. We want to help them stay true to who they are and how they like to express themselves, even if they choose something that’s not very standard or trendy. Whatever they choose, they will get top quality from us.

Tell us about your location.

Our store on Eli HaCohen Street features a beautiful showroom. We showcase our frames more like jewelry than like glasses.

We also have an in-house optometrist who performs exams by appointment. He’s a very experienced doctor with his own private practice.

We have customers who come in from quite far and say it’s worth the trip for the service and selection we provide.

Tell us about the Chazon Ish’s glasses!

How did you end up with them?

Yes, that’s by far our most prized item!

We saw a small ad in a paper that there was going to be an auction of some of the Chazon Ish’s items, and decided to ask another glasses store if they wanted to go in on it together and buy his glasses. While there, we saw the price was going to be higher than we intended to spend, and managed to get through to a third store to invest as well. In the end we won the auction and purchased the glasses for over $20,000. The glasses circulate between our store and the other two stores that are in America, but they are more treasured here. (You can always call before coming to check if they’re in.) We have them in a display stand and many people come in to the store just to see them. We have even let some gedolim try them on.

How has the presence of these glasses influenced your business?

We feel it adds a spiritual element to our store. We have also found that people tend to be drawn to styles similar to those of the Chazon Ish’s glasses—the round frames with gold rims. I’ve heard people try them on and say, ‘Oh, that’s the Chazon Ish look.’

We are very humbled to have his glasses on display here.

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Health & Wellness I Rachel Koenigson I Expert

Features of a Healthy Face

In Chinese medicine, the face is the window into our soul. But not just our soul; it can also tell us what is going on inside our bodies.

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ifferent areas on the face correspond to different parts of our bodies. When imbalances occur in those areas, such as the forehead or cheeks, it is a sign that we need to address the issues or imbalance associated with that organ.

The skin is also one of the largest organs in our bodies, so when it starts acting up, this is an indication that something is out of balance inside our bodies that we may be unaware of, and this can show up on our faces as well. Therefore, when we notice rashes, pimples, pigmentation and redness, we should look at what is going on internally.

RACHEL KOENIGSON Rachel Koenigson understands that life can be dynamic and stressful. As a personal trainer, masseuse and acupuncturist she is well qualified to teach clients multiple ways to adapt healthy lifestyles, ease dayto-day stresses and then treat and bring bodies to equilibrium.

According to Chinese medicine, a You can contact Rachel via her website: healthy face has the following features: www.rachelshealthandfitness.com.

• Ears with lighter coloring than the rest Or call her on 054-787-2151. of the face

• Long fleshy ears that do not protrude too much • Coral-pink-colored lips • Eyes that have a twinkle and are bright and lively with white clear pupils • A tall nose with a strong bridge with no lumps or bumps, lines or moles • A long, deep, wide philtrum (area under nostrils and upper lip) A face indicating poor health has the following features: • Ears with darker coloring than the skin on the rest of the face • Small ears • Pale, dry and wrinkled lips, or dark purple lips • A nose with lines, grooves, moles or a dark purplish tip • Eyes that look tired, dull, sleepy or drowsy with red around the pupils • A low nose bridge • Deep-set lines and wrinkles on the face, especially forehead area • A shallow, flat or short philtrum (area under nostrils and upper lip) Chinese Medicine uses face reading to diagnose your health.

Facial cosmetic acupuncture helps treat the face, but at the same time addresses various issues within the body.

Our faces can and will change over time.

If you try to manage your health, diet and lifestyle, your face will start to show signs of improvement. If you neglect your health, the reverse will happen: signs of poor health will appear on the face.

One example of facial diagnosis: Cheeks and Lips correspond to the Stomach & Large Intestine Bad diet and not enough water will cause problems in the stomach and blockage in your intestines. Too much fat, sugar and stimulants will affect this area as well. To promote a healthy digestive system, make sure to eat more vegetables and drink more water. Red cheeks, for example, indicate that the stomach is experiencing inflammation. The stomach system provides fluids for the rest of the body and therefore requires an abundance of fluids, so don’t underestimate the importance of good hydration!

To schedule a consultation on how cosmetic acupuncture can help you with reducing wrinkles and a variety of other ailments, call Rachel at 0547872151,

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Health & Wellness I Interview I Dr. Eli Prenzlau D.D.S. Expert

What is PreventiveOriented Dental Care?

When it comes to dental care, the best cure is prevention, and prevention includes early detection.

Here's what to look out for.

By Dr. Eli Prenzlau D.D.S.

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racticing dentistry in the USA, the main thrust of my practice was to try to educate my patients into what we called “preventive-oriented dental care,” meaning routine 4-6 month recalls to the office. That way, their gum care, as well as check-up of their teeth, would be done in a controlled manner, avoiding crisis and expensive dental work on an emergency basis.

Over the years I have tried to educate my Israeli patients in a similar manner. It’s not an easy task, but over time, I have seen more and more patients come in on a “routine basis,” seeing me and the hygienist for a total oral health check-up on a bi-annual basis.

GUM DISEASE—WHAT TO KEEP YOUR EYE ON Gum disease can sneak up on you if you don’t know what to look for. That is why routine check-ups are so important. It can start as a mild form called gingivitis, which rarely causes much pain, so you’ll probably see other signs before you feel anything unusual. ● Ask yourself the following questions: 1. Do my gums seem red and puffy?

2. Do my gums bleed when I brush or clean between my teeth?

3. Do I have any permanent teeth that feel loose?

4. Do my teeth look like they are getting

longer? Do I see more of the roots?

5. Have my teeth shifted? Do they suddenly seem crooked?

6. How is my bite? Do my teeth fit together differently when I bite down? ● If you answered “yes” to any of these questions, make sure to talk to your dentist about it. Usually, a professional cleaning is enough to tackle gingivitis. That is why preventive-oriented care is so important. After that, of course, you have to follow up with your part of the process which includes the following:

Gum disease can sneak up on you if you don’t know what to look for.

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.

1. Brushing your teeth for 2-3 minutes, twice a day.

2. Cleaning between your teeth with either floss or other inter-dental cleaner (there are many), once a day. ● The following are some of the signs that put you at risk for more severe forms of gum disease: • Poor oral hygiene—Make sure to follow the above rule of brushing twice a day for 2-3 minutes.

• Tobacco use—In any form, tobacco is bad news for your oral health!

• Illnesses that lower your ability to fight infection—Diabetes, osteoporosis, cancer and cancer treatments, can all increase the risk of gum disease.

• Medications—These can also affect the oral cavity and your gums. Let your dentist know if you are on any medications for high blood pressure, a heart condition, diabetes, or osteoporosis.

• Pregnancy—“Pregnancy gingivitis” is common during pregnancy, as a woman can become more sensitive to the bacteria that cause gum disease.

In conclusion, prevention is the best cure.

You know your mouth better that anyone else does. Keep an eye out for the above signs, and let your dentist know if you notice anything unusual, either with your gums or with your teeth. This way, small problems can be treated early, before they develop into big ones. Prevention is the key to good oral health!

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Health & Wellness I Sarah Goldstein Veteran Doula

The Doula Advantage:

Empowering Parents During Childbirth “Birth is not only about making babies. It’s about making mothers—strong, competent and capable.” (Barbara Katz-Rothman).

This is the role of the doula.

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hildbirth is a physical, emotional and spiritual experience. The rush of adrenaline brought on by contractions and the unfamiliarity of a hospital environment can be daunting for expectant parents. Trained doulas offer continual physical and emotional support and provide clarity that helps moms—and dads— navigate this potentially high-stress time.

Recognizing that birth is a transformative experience, doulas apply comfort and pain relief measures, such as massage, position change, guided imagery and rhythmic movements, as well as emotional support and referrals to complementary and traditional professionals. As a result, doula-assisted births are reported to result in 25 percent shorter labors, significant reduction in incidence of C-sections, Pitocin, or other medical interventions, a lowered chance of the new mother developing postpartum depression and a better nursing experience for mom and baby.

BORN TO DOULA The doula advantage is clear—and Sarah Goldstein, DONA certified doula and doula trainer, is working to bring this advantage to new or seasoned families. Sarah entered the field of childbirth thirty-four years ago, with the birth of the first of her six children, and professionally, twenty years ago, becoming a doula and childbirth advocate. Her inspirational and educational books, Special Delivery, More Special Deliveries and A Doula’s Journey; Into the World of Birth, provide women with strength as they enter motherhood, in a gentle, modest way that suits the subtleties of the ultra-orthodox community.

With a background in social work, Sarah always felt driven to help others. Upon discovering an advertisement calling women to train as doulas, she instantly knew this was the exciting path she was born to take.

“Here’s one of the most potentially life-changing events in a woman’s life, not only the birth of her baby, but her beginning as a Jewish mother, and a doula is there to help make that transition as positive as possible,” she says. “With every new birth, the adrenaline in the room is so high, the excitement is palpable. Every birth is different somehow—and I Iove it. Home births are my favorite,” Sarah adds. “In a homebirth the woman has taken charge even more so of her pregnancy. She has the one-on-one care of an experienced midwife to ensure the best outcome possible, giving her space, time and flexibility of choices.”

Not just a doula, but a birth worker, she seeks to remove fear from the birthing experience, empowering mothers to feel strong, supported and prepared.

Beyond the three books she authored, Sarah has also opened 13 pregnancy libraries in orthodox communities, such as Jerusalem, Ramat Beit Shemesh, Kiryat Sefer and Beitar. Together with Rebbetzin Yitty Neustadt, she recorded two wonderful CDs on labor and ABOUT SARAH GOLDSTEIN Sarah Goldstein is a veteran doula with 20 years of experience professionally ushering in new life. She has attended nearly 1900 births, runs training courses for doulas internationally and has published three books on the joyous subject. Sarah’s next course will begin after the Chagim.

For further information contact Sarah at 052-384-7439.

childbirth, interwoven with ideas from the Torah. These recordings enhance women’s feelings of self-efficacy during labor, allowing them to recall that the shechina is with them throughout the process. And of course, the piece de resistance, is her doula training program, empowering the next generation of doulas to bring positivity, support and a little bit of geula into every delivery room.

THE JERUSALEM DOULA TRAINING PROGRAM “If you don’t know your options, you don’t have any.” This is an important mantra espoused by Sarah Goldstein in her annual 14week doula training program, during which she integrates approaches from six different international training courses. “Women often don’t know what choices are available to them. They may bring their mothers along for support, and these mothers may encourage epidurals, simply because they can’t stand watching their daughters in pain. I teach my doulas-in-training to prepare and empower women to birth healthier, in tune with themselves, for better outcomes.”

Sarah’s program is under the auspices of DONA (Doulas of North America) International. Student doulas proven to be people-persons and as part of the rigorous training sessions must attend a minimum of three births from before the onset of active labor, to receive certification. Trainee doulas know they will constantly be on call not just for the birth but for prenatal and postpartum visits as well. To become a doula, a great support system is of the essence, as doulas need to be available 24/7.

“Watching a couple become parents is extremely rewarding, especially when you’ve helped the women tap into her inner strengths,” Sarah explains. “But the road leading up to this ‘Wow Moment’ is not without its challenges. Childbirth is not just about bringing a baby into the world; it’s also about birthing a mother, even if it’s the 10th baby!”

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Health & Wellness I Orthodontics in slightly different ways. As we discussed in previous articles, an experienced orthodontist should be familiar with the subtle nuances of the different bracket systems and determine which bracket system is best suited for each individual situation. With all the different types of brackets on the market, it is easy to overlook the importance of the orthodontic wire itself.

May the Force Be With You

BIOFORCE

By Eliyahu Gherman, DDS

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n popular culture, “the force” is an invisible power that a Jedi knight taps into in order to destroy evil. In the orthodontic world, Bioforce is an outstanding tangible innovation that has greatly improved the comfort, speed and results of orthodontic treatment.

WHAT IS BIOFORCE? Bioforce is the first biologically correct, high-quality orthodontic wire introduced by the Dentsply GAC company. It has many advantages that make it superior to other standard orthodontic wires.

First, a little background on tooth movement: Orthodontic tooth movement is done by engaging successively increasing sizes of arch wires in braces that are bonded to your teeth.

Contrary to what you might think, it is actually the wire that moves the teeth, not the braces. The braces simply house the wire and transfer the force from the wire to the teeth.

Different bracket systems are designed to transfer the force of the wire to the teeth

ABOUT THE AUTHOR Dr. Gherman has been creating beautiful smiles over the past 16 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

DIFFERENT STROKES FOR DIFFERENT FOLKS As orthodontists, we know that different patients need different treatment approaches.

For example, some patients need to be told only once to brush their teeth properly. They salute and then devote all their energy into making their teeth sparkle like the sun. Other patients require repeated lectures, begging and pleading, and many post-it notes stuck in various locations to remind them about the stick with the bristles that sits by the bathroom sink. Researchers have found that teeth require individualized approaches, too. Each type of tooth requires a different amount of force to move it in the fastest, healthiest and most ideal way. So, for example, while a lower incisor needs 80-100 grams of force, a molar needs 250-350 grams of force.

Each type of tooth requires a different amount of force to move it in the fastest, healthiest and most ideal way.

WHY IS A BIOFORCE WIRE BETTER? Bioforce wires are better because they are designed to deliver the correct amount of force to each tooth. In addition, Bioforce wires are temperature-sensitive, activated by the heat of the mouth. This makes them very gentle and comfortable when placed in the braces, as they are still very soft upon application. This feature also allows us to place a thicker wire at an earlier stage, thereby decreasing the amount of time you need to wear the braces—a very welcome result!

Finally, no matter how thick the wire or how much we need to deflect it, it will deliver the same gentle ideal force to each tooth.

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Health & Wellness I Rachel Halperin Otzarot

Otzarot: Revealing the Hidden Treasures Within Through Coaching Every person has the potential to accomplish great things — and is constantly compelled to advance towards them.

Coaching helps break barriers and clarify situations, allowing what already exists within us to be optimally expressed.

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very coach needs a coach. Rachel Halperin, a senior certified life coach, established Otzarot to provide guidance and training for the next generation of life coaches as they help their own clients reveal and realize their hidden potential. Halperin started her career running parenting and relationship groups, and currently specializes in life-decision-making. She harnesses her expertise to supervise coaches-in-training, inspired by the words of the Jewish sages who taught that each student should be led toward his own path. She sat down with us to reveal the hidden treasures of her coaching school, her magnum opus, and the field of coaching itself.

What is coaching?

Coaching is a series of conversations that help the client move forward in life. Man is built to move forward. It’s how G-d designed us. As the Torah teaches, Hashem told Avraham: “Lech Lecha”—go forth, move forward.

It is up to us to decide how and when, and then make the move. Through coaching, we help our clients do just that.

How do you know what the client is capable of?

Every person is born with all the potential he needs to live his life and fulfill his destiny. I don’t need to know the exact details; what I do is help remove barriers to action and success.

Our goal is to work together and find ways to continue developing clarified potential.

How exactly is this done?

Come study with us and find out! You’ll learn that, in a nutshell, coaches learn to define each client’s goals; what he or she wants to advance

in life—changing careers, lifestyles, or any other goal. Together, coaches and their clients identify the best way to achieve their goals.

The role of encouragement throughout the coaching process is paramount. The coaching session must take place in an atmosphere of support, transforming any problem into a call for the client’s potential to be expressed. We listen carefully, then reflect the client’s need back to him or her in a manner that drives action. Coaches must learn to listen carefully and extract crucial information. They must act with caution and precision to guide clients to cerebral action, even when at times emotion can get in the way. Coaches must also know when to refer their clients to an appropriate mental health or other professional.

How did you find yourself in the field of coaching?

For years, I led parenting and relationship groups and even dabbled in training group leaders. Then, 11 years ago, I discovered coaching. I tested out everything I learned about it (from a number of programs) on myself. In a short period of time, I saw clear results. This was all the encouragement I needed to launch a fruitful coaching career of my own. I wanted to give as many people as possible access to the benefits that coaching contributed to my life.

A decade later, what industry void does Otzarot fill?

The center engages in a wide variety of approaches, from being and doing to NLP and more. But what truly sets us apart is our focus on precise listening, which helps pinpoint the optimal approach to take in every session.

And, of course, the fact that the center’s philosophy is built upon the spirit of Judaism, yet entrenched in modern professionalism—this is a drawing factor for our students and our clients.

What would readers like to know about your training program?

Most of Otzarot’s student-coaches reach the center through word-of-mouth. Whoever is driven to move forward in life and help others do so can secure a spot in the training program. Our students are prepared to work hard, expand their thought processes and accept others, without accepting their station in life as permanent. Once they have passed the preliminary interview, students—of all ages and from all different backgrounds—begin a 30-day training program, over the course of seven to eight months. Learning is done in dynamic group sessions, alongside individual coaching sessions with a certified life coach.

Once the course is complete, students can coach clients, under supervision, before ultimately receiving certification from Otzarot and the Israeli Coaching Foundation (Lishkat Ha'me'amnim b'Yisrael).

What are your students saying about your program?

Chana, 45, special ed teacher: “The tools of coaching increases my students’ capabilities and confidence.” Miri, 38: “I opened a clinic at home and work fewer hours and earn more than any other work I’ve done in my life.”

L, 29: “I have young children who need me…

I work as a coach five-six hours a week. I’m calmer, more attentive. It has a positive effect on those around me.”

It gives me great pleasure to know that my students are earning a living helping others improve the quality of their lives.

ABOUT OTZAROT Otzarot is a center for life coaching and coach-training established by Rachel Halperin. The center is founded upon the belief that every person is born with innate treasures. Otzarot coaches seek to reveal hidden treasures through conversation, guidance and encouragement, operating according to the principles of Judaism, active listening and active change.

To learn more about Otzarot, contact Rachel at: 054-4948008, 054-5683043 or halperinr@gmail.com

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Health & Wellness I Interview I Dr. Zev Mickler Doctor of Dental Medicine I Expert

How to Prevent Prenatal Dental Problems One of the lesser-known side effects associated with pregnancy is a deterioration in oral health.

In this article, we will address a number of factors that contribute to this deterioration, and provide some tips for preventing it.

By Dr. Zev Mickler, DMD

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he sudden weight gain of pregnancy puts pressure on the core muscles that support the spine. If the weight gain is significant, it can put extra stress on the spine and cause distortions and movement in the vertebrae, including those of the neck. As a result, there may be a disruption in the balance of the jawbone, and that can put an unusual amount of pressure on the teeth.

The pressure itself can cause trauma and is considered one of the main causes of tooth decay, tooth movement and gingivitis. Some women report that they had straight teeth before the pregnancy, but that during pregnancy and after the birth, their teeth moved.

One must also pay attention to diet during pregnancy. It is especially important to avoid dairy and wheat products, as well as sweet drinks and processed foods.

It was previously believed that dairy products are an important source of calcium and

protein. However, these products cause an increase in sugar levels in the body in general and in the mouth in particular. They increase the presence of pathological bacteria, which feed on sugar, contributing to weight gain and poor health in the mouth and in the entire digestive system. Furthermore, milk significantly raises the insulin and sugar levels in the body, and it thickens the saliva, which disrupts the natural cleaning mechanism of the teeth.

ABOUT THE AUTHOR Dr. Zev Mickler is a dentist with over 18 years of experience. His clinic in Jerusalem offers a range of professional, friendly and pain-free dental care utilizing the latest technology, as well as 24-hour availability to treat emergencies.

For more information or to book an appointment, call 02-624-8177.

TIPS FOR MAINTAINING ORAL HEALTH DURING PREGNANCY 1. Make sure to exercise and keep your core muscles (back, abdomen, glutes and thighs) firm and strong. This helps avoid excessive weight gain, better distributes the extra weight from the baby, and takes pressure off the spine, preventing the aforementioned skeletal changes.

2. Follow a healthy diet and avoid dairy and wheat products.

3. Visit your dentist regularly before and during pregnancy.

4. Practice good oral hygiene as directed by your dentist or oral hygienist.

5. Rinse with salt water daily.

6. Use a fluoride-free toothpaste.

Pregnancy can create a lot of stress in the body. Being aware and preparing your body and your teeth for pregnancy can help you avoid unnecessary health problems.

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Health & Wellness I Interview I Pediactric Ward Mayanei Hayshua Medical Center

A Practice of Hope: Mayanei Hayeshua’s New Pediatric Ward There are few things a parent fears more than needing to hand their child over to a medical staff for life-saving treatment. The difficulty can be amplified significantly when the child encounters an unfamiliar world in the hospital: staff members hailing from different communities and backgrounds may not be aware of the child’s unique cultural sensitivities and needs.

Mayanei Hayeshua Hospital was founded partly to address this issue for the charedi community in Bnei Brak. Dr. Rabbi Moshe Rothschild established the hospital in 1990 with the goal of providing advanced medical services in the spirit of Jewish law. Every detail of the hospital is run according to halacha.

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oday, 28 years after its founding, Mayanei Hayeshua Hospital has expanded its pediatric department to better serve the rapidly growing population of children in Bnei Brak. The changes were spearheaded

by Professor Eli Somekh, a seasoned pediatrician with many years of experience and an intimate knowledge of the charedi sector.

Professor Somekh was drawn into medicine through his father, who was also a physician. He graduated Tel Aviv University in 1978, did his residency at Wolfson, and then spent three and a half years in additional training at a pediatric medical center in Denver, Colorado. Upon his return, he joined the staff of Wolfson as a senior pediatrician and quickly climbed the lad-

der, managing a unit and then the entire children’s department.

“Pediatrics is now an inextricable part of who I am,” says Professor Somekh. “Most importantly, because of the direct connection with the kids. The reward is immediate: you see the children smiling, you see them healthy. Being a doctor in the children’s department is a sort of practice of hope; you build a very strong connection with the child and his parents. I still enjoy this direct connection in my work.”

Professor Somekh has served in many other roles in addition to his work at Wolfson. For four years, he was CEO of the Israel Association of Pediatric Medicine, an organization comprising almost 3,000 doctors. He currently serves on the scientific council of the European Association of Pediatric Medicine, and he was selected by the Ministry of Health to serve on some very important committees. He is a member of the committee that determines recommendations for running Tipat Chalav, well-baby care services, in Israel. In 2013, when there was a polio scare, the Ministry of Health appointed him in charge of the Polio Committee. He also serves as deputy deacon at Tel Aviv University. “Baruch Hashem, I have a lot of work to do,” he says.

“If you want to talk about a city of children—that would be Bnei Brak. Over the years, I have come to know the charedi sector quite well through my independent clinic on the border of Bnei Brak and Ramat Gan. That’s how my strong connection with the community was formed. I am very aware of the unique needs and dilemmas that characterize the children in the community. Therefore, their mindset about education and medicine was not new to me when I joined Mayanei Hayeshua and I can provide medical assistance in a way that respects their unique needs.”

Professor Somekh says he clicked immediately with the hospital staff. “I eventually got to know Mayanei Hayeshua, and I saw the incredible atmosphere of the place and the medical staff’s strong commitment.

Mayanei Hayeshua does wonderful work, providing thousands of religious children with the opportunity to receive the highest level of treatment every year. I completely understand families’ need to receive treatment in a place where they feel comfortable; someplace friendly that responds to their cultural needs and requirements. It’s not

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just a nice feeling; the medical literature shows us that a place like Mayanei Hayeshua, which provides the communal framework and recreates the patient’s familiar environment, can help facilitate recovery.”

“That said,” he concedes, “we must be honest and admit that we are still very much in need of the help we receive from other hospitals. Our goal is to achieve as much medical independence as we can in the most professional way possible. There is no doubt that a child in his natural environment will heal faster and better.”

Asked how the charedi sector deals with illness differently than the general population, he replies, “Charedi communities tend to have larger families (in close quarters) than the general population, and that makes it easier for infectious diseases to spread. Therefore it’s important to place special emphasis on prevention, and the importance of vaccination, when educating parents. Additionally, there are alternative therapies that tend to be preferred in some charedi communities over the conventionally recommended ones, and we do our best to accommodate their preferences while ensuring that the children are getting the highest level of care.”

“The environment that is familiar to the patient contributes greatly to his health.

Even the schoolteachers in the area can sometimes come visit their students that are in the hospital and help them catch up with studies. Social workers need to be familiar with social codes. What is right for one community might not be right for another.” Professor Somekh adds, “The hospital has no televisions or other technological tools that you wouldn’t find in a charedi home. My opinion is that people need to feel that they’re in their natural habitats during times of crisis or weakness. Bringing a child from a charedi home into a medical institution with a different set of rules from the

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one they are used to can cause problems.

It is especially important that in those moments, they will feel comfortable and at home. That’s true of their families as well.”

Somekh emphasizes the importance of this sense of community with another example: “Eating disorders require a lot of attention to detail and to community norms. The chance of recovery and progress is greatly improved when the patient feels at home.” It was for this reason that Mayanei Hayeshua recently opened the only mental health ward in the world run according to Jewish law and staffed entirely with religious caregivers. The ward includes an eating disorder clinic.

Professor Somekh is delighted to be on the staff of Mayanei Hayeshua. “When I arrived I was welcomed very warmly. I felt a great sense of family, of good will, a strong drive to help in pediatrics. Everyone here understands that pediatrics is of utmost importance. Everyone wants to contribute to the success of this department. These are things you don’t see everywhere. There are many wonderful things here: a state-ofthe-art NICU, an excellent labor and delivery unit and good foundations in the emergen-

Mayanei Hayeshua serves 150,000 patients per year, and yet the hospital is renowned for its very personal and attentive care

Professor Eli Somekh, Director of the Pediatric Wing

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cy department and in the children’s department, and we must strengthen that.”

“To continue building more departments and strengthen the medical system, we must first strengthen the foundations. The goal is to provide more medical services for what we call the ‘ultra-specializations’—pediatric nephrology, pediatric pneumology, etc.—in order to provide the full range of responses to various needs. We want to reach a situation where most of children’s medical needs can be met here.”

Mayanei Hayeshua serves 150,000 patients per year, and yet the hospital is renowned for its very personal and attentive care. Its system is built similarly to those of other leading hospitals in Israel and worldwide, and it includes dozens of departments and centers as well as outpatient care; but staff members are especially careful to listen to patients and respect their privacy. The management is strict about constantly monitoring the quality of the service and how well the staff is responding to the patients’ needs and expectations. It’s no wonder that Mayanei Hayeshua scored the highest—by far—among all the hospitals in a survey the Ministry of Health conducted among 11,000 patients in all the hospitals in Israel.

Mayanei Hayeshua has continued to move forward and develop, not only with its structure and aesthetics, but also in terms of its professionalism, service and technological advancement. The equipment used in the medical center is constantly being updated.

This impressive growth is also expressed through its expansion of medical services offered and its recruitment of highly regarded and experienced physicians to its senior ranks. New directors have been appointed for the departments of obstetrics and gynecology, internal medicine, intensive care, labor and delivery, infectious diseases, vascular medicine and psychiatry. New services are expected to be available soon, such as laser surgery, plastic surgery, an ophthalmology clinic, a lung health clinic and more.

“We choose which services to provide according to the needs of the community. That is our guiding principle as a community hospital—placing the needs of the patients first,” says CEO Shlomo Rothschild.

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

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Health & Wellness I Chaim V’Chessed

Every Step of the Way Chaim V’Chessed guides English speaking parents through the maze of special education placement, children’s therapies, and intervention options, offering invaluable guidance and support at every stage.

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roblem: Special education and therapy for your children is something you can’t risk getting wrong, but your family, friends and neighbors don’t have the knowhow to guide you—and you don’t always want to talk about it with them, either.

Solution: Chaim V’Chessed’s Special Education & Children’s Therapies department is here to advise, guide and help you through every step of the way.

For most parents, the world of special education and therapy is new, uncharted territory. The system is complicated regardless of the level of intervention the child needs—whether it’s speech therapy, language development, remedial assistance or a full-immersion special education setting.

And besides struggling with all the details involved in accessing the best possible care for them, parents are also continuously dealing with their special needs children at home, which is often a source of stress in and of itself. Parents need accurate and practical guidance as well as constant support.

HOW CHAIM V’CHESSED CAN HELP At the Special Education & Children’s Therapies department of Chaim V’Chessed, experts help parents navigate all challenges relating to children with special needs of any kind. That includes finding an appropriate preschool setting, applying for special education through the multi-layered application process, accessing therapy through the kupat cholim, arranging transportation and deciding on appropriate intervention plans. Parents are empowered with practical guidance and with the knowledge that they have someone to turn to at every step of the way—from initial evaluations to placement meetings (vaad-

ot hasamah) and even the appeal process in the case of undesirable results.

WHO’S BEHIND IT? The department’s experts are and Mrs. D’vora Grossbaum, M.A. CCC-SLP, and Mrs. Faigie Gugenheim, B.Sc. Both have extensive experience in the field of special education and are intimately familiar with the relevant government systems. Mrs. Rachel Morgenstern, Chaim V’Chessed’s governmental liaison, is involved in a number of cases relating to government rights and benefits. Mental Health adviser Mrs. Chanita Cassel, MSW, is involved in cases concerning emotional and mental health.

ONGOING SUPPORT More than any other department in Chaim V’Chessed, the Special Education & Children’s Therapies department is all about follow up. Some inquiries are short and

ABOUT CHAIM V’CHESSED Chaim V’Chessed is a non-profit organization that helps English speakers navigate all areas of crisis or difficulty in Israel. Areas of service include medical logistics, hospital advocacy, mental health referrals and bureaucratic guidance. The organization’s phone hotline operates 9-5, Sunday through Thursday, with an emergency notification system that operates 24/6. Learn more at www.chaimvchessed.com.

Chaim V’Chessed can be reached at 072-CHESSED (243-7733), by email at support@chaimvchessed.com, or online at www.chaimvchessed.com/contact-us.

technical, but others can take months to resolve—and the advisers are more than happy to offer continuous assistance and support. Because the whole process is so new to most parents, it gets overwhelming.

“We don’t just tell people to do something,” says Mrs. Gugenheim. “We have to help them!” She follows up with the majority of parents who call the department.

BEHIND THE SCENES Chaim V’Chessed has forged connections with key players in the administration of Child Development Centers (Hitpachut Hayeled), the Ministry of Education, and the special education departments in various municipalities. “We made these connections slowly, and we keep forging more,” says Mrs. Gugenheim. “We have had good experiences with most of these offices and now they even refer people to us.” She relates how recently, an English speaker entered a certain office where the officials advised that she call Chaim V’Chessed for support. She answered, “How do you think I got here to begin with?” Chaim V’Chessed staff members utilize their critical connections whenever necessary.

LANGUAGE OPTIONS When it comes to choosing English vs. Hebrew intervention, Mrs. Gugenheim says “there are definitely therapies available in English. There are experienced therapists practicing privately and through kupot cholim, but most special education schools and ganim are in Hebrew.” There’s a reason it’s set up this way: to help children integrate into the Israeli system. While there are very good services provided in English, parents have to consider, with the input of a professional practitioner, which option is most beneficial for their child.

WORD FROM THE WISE “The bureaucracy is overwhelming, but it is well worth the effort to get your child the help they need,” emphasizes Mrs. Gugenheim, “especially at a young age.” Developmental and cognitive delays are usually detected by caretakers, teachers and parents. The earlier they are detected, the more efficiently they can be rectified, so be proactive about checking out concerns. The good news? There’s no need to feel lost, bewildered or alone. Chaim V’Chessed is here to help.

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