Bizness Magazine December 2017 by Anglo Media

THE RESOURCE FOR THE ANGLO COMMUNITY

www.biznessmagazine.com DECEMBER 2017

STEP INSIDE THE FUTURE OF REAL ESTATE at 360Dira.com

T H E

A L L

N E W

B I Z N E S S

M A G A Z I N E

100% 100% 100% Customer Customer Customer Satisfaction Satisfaction Satisfaction

10-Year 10-Year 10-Year Warranty Warranty Warranty

Free Free Free No No No Commitment Commitment Commitment Consultation Consultation Consultation

CuC P ana

* ‫* יעלאמסלם‬ * ‫* יעלאמסלם‬ * ‫* יעלאמסלם‬

o tnt ent on ion

Kitchens Kitchens KitchensProudly Proudly ProudlyPresents: Presents: Presents: Our Our Our New New NewFlagship Flagship FlagshipStore Store Storeininin Yerushalayim Yerushalayim Yerushalayim

Come Come Come experience experience experience our our our luxury luxury luxury Provencal Provencal Provencal kitchens. kitchens. kitchens. We We We invite invite invite you you you tototo enjoy enjoy enjoy aawhole awhole whole new new new standard standard standard ofofof kitchens, kitchens, kitchens, where where where quality quality quality and and and dreams dreams dreams synthesize synthesize synthesize into into into the the the perfect perfect perfect creation. creation. creation.

Customized Customized Customized Planning Planning Planning and and and Design Design Design

2020 20 Years' Years' Years' Experience Experience Experience

Complete Complete Complete Line Line Line ofof Hardware ofHardware Hardware && Accesories &Accesories Accesories

NEW! NEW! NEW! Yerushalayim: Yerushalayim: Yerushalayim: Yirmiyahu Yirmiyahu Yirmiyahu 56 56 56 | |Beit |Beit Beit Shemesh Shemesh Shemesh : Nahar : Nahar : Nahar HaYarden HaYarden HaYarden 10 10 10 . .Tel. .Tel. . .kitchens1.co.il .kitchens1.co.il . .kitchens.gold@gmail.com .kitchens.gold@gmail.com Opening Opening Opening Hours: Hours: Hours: 10:00-18:00 10:00-18:00 10:00-18:00 Tel. 02-6243773 02-6243773 02-6243773 kitchens1.co.il kitchens.gold@gmail.com

For a sale like this,

! r a F m o r F g in m o C th r It's Wo r our special offe er ov sc di to ce an st di a om View the ad fr

‫שומרים על העיניים שלך‬

Frames + lenses - 1.56 until 6/2 instead of 800 NIS

for only

NIS

Offer valid until 29.12.17 | Cannot be combined with other offers | Restrictions apply Jerusalem Yeshayahu 2, tel: 02-5002050 Rav Shefa Mall Shamgar 16 tel: 072-2750706

Bnei Brak Landau 4, tel: 1-700-70-66-61 Beit Shemesh Nahal Zohar 10, tel: 02-9918111 Elad Rimon Center (Reisdor), tel: 03-9063333 Beitar Illit Haran 9, tel: 02-5800884

Arrangements with kupot cholim Glasses up to age 18 FREE Details in stores

Contents 06

BIZNESSMAGAZINE

360Dira THE ISRAELI REAL ESTATE MARKET IS ABOUT TO BE TRANSFORMED 56-57 HOME

Lainie and Shmarya Richler

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

Element Woodwork

From Montreal to Ben Yehuda

Mashrabiyas

Chaya Fayga Rave Artist & Product Designer

Shmuel Rosenblum Rosenblum Holtzman CPA Firm

Family Business – In the Eye of the Storm

Change Your Habits, Change Your Life

EXPERT

28 Shimon Cohen Insurance

A ‘Rising Star’ Finds Her Artistic & Spiritual Calling in the Holy Land 10-11

AUTOMOBILES

Yaakov Avraham Nutrition and Weight Loss Coach

Pergolas and Decks

The Muffin Boutique

08-09

Freyda Weis Speech Therapist

Car Insurance 101

Al-Peh’s Movement to Promote Oral Motor Speech 47 Therapy in Israel

EXPERT

30 Miles Hartog Architect

How to Improve Your Property Value

EXPERT

12-13

Simchas

49-54

Real Estate

55-63

Maidy Zakutinsky Chaim V’Chessed Geriatrics Adviser

Be Prepared for the Golden Years in The Land of Milk and Honey

Health & Wellness

39-48

Mayanei Hayeshua Medical Center

Home

17-38

After Labor: Mayanei Hayeshua’s New Maternity Ward Offers a Comfortable and Supportive Introduction to Parenthood 40-41 Chaim Sultan Founder of LIFT

Ariel Baror CEO of Master Plumbing

Eviction of an Uncooperative Tenant

18-19 Leah Ester Zerbib Health and Personal Development Coach

Baruch Tenenbaum Contractor

Turning the Ordinary into the Extraordinary EXPERT

20-21

The Intersection Between Emotional, Physical and Spiritual Wellbeing

Know Your Gains From Your CAP: Real Estate Lingo 58-59 Defined Yaakov Cimerring of Cohen, Decker, Pex & Brosh Law Associates

The Training to End all Training

Building up Israel – One Leaky Challenge at a Time EXPERT

Dovid Preil Founder and Manager of Citadel Holdings

EXPERT

Moshe Wilshinsky Mortgages

A Post-Chanukah Discussion: Kids, Gelt, and Mortgages EXPERT

Dr. David Schlussel, DDS Rechavia Dental

Avi Koritz LED Plus

A Smile is Worth a Thousand Words!

Illuminate Your Surroundings

EXPERT

Automobiles

Shmuel Katz Auto Mechanics

Dr. Sara Genstil, PhD Psychology

Jennifer Ungar Interior Designer

The Secret to Interior Design: Embrace Your Individuality EXPERT

Fear of Fear Itself EXPERT

Local mechanic vs car dealer for routine service? What you 64 should know.

DECEMBER 2017

BIZNESSMAGAZINE

Letter from the Editor

EDITOR IN CHIEF CHIEF BUSINESS DEVELOPMENT MANAGING EDITOR BUSINESS DEVELOPMENT

Ariel Topf Yisroel Meir Simon Aviva Sapir Binyamin Simon Renee Glickstein Chaya Hyams Estie Lindner Elie Mendlowitz Sharon Miller Tzvi Wapner

CHIEF DESIGNER

Matt Mildinovick

CONTRIBUTING EDITORS

Shoshana Lepon Daniella Levy Rifki Orzech Heidi Tapnack

HOW TO REACH US

Advertising 02-999-3939 info@biznessmag.com

DISTRIBUTION AREAS JERUSALEM: Har Nof, Rehavia, Talbieh, Katamon, Baka, German Colony, Shaarei Chesed, Ramat Eshkol, Givat Hamivtar, Maalot Daphna, Arzei Habira, Minhat Yitzchak, Ganei Geula, Romema, Beltz, Mem Gimmel, Sanhedria, Sanhedria Murchevet, Sorotzkin, Gush Shmonim I BET SHEMESH: Ramat Bet Shemesh A, Ramat Bet Shemesh Gimmel, Ramat Shilo, Sheinfeld, Nofei Aviv, Nofei Hashemesh, Ramat Neria I GUSH ETZION: Efrat, Neve Daniel I TELSTONE

Bizness Magazine is published by Bizness Magazine Ltd. Bizness Magazine considers its sources reliable. However, reporting inaccuracies can occur, consequently readers using this information do so at their own risk. Editorial content, articles and interviews may be paid advertising. 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

Looking for a job is your FULL TIME job. Having a super resume is not enough to get the job you want in today’s competitive market. The minute they advertise an opening, good employers are bombarded with resumes of qualified applicants. Of course, you must compose the best resume you can. There must be a reason for the employer to call you instead of another applicant. I have reviewed thousands of resumes during my business career. Most did not give me any reason to choose that specific applicant. There was nothing in most resumes to set them apart from the rest. Make sure your resume is unique and memorable. Try to get the employer to say: “I want to meet this applicant, now!” The second step is taking action. You must beat the odds. If you do what most are not willing to do, you will get what most will not get. Put as many resumes as you can before the eyes of potential employers. It’s all a numbers game. Do not wait for people to ask what you do. Talk to head hunters, check employment websites, get a hold of publications with employment ads, go to networking meetings, talk to people about your job search, send articles about your area of expertise to newspapers, magazines, websites, etc. Get tons of exposure. Looking for a job is a serious job in itself. Do not take it lightly. Your family’s livelihood depends on it. People seriously looking for a job should not just tell people “in passing” that they are in the market. You must make the sale, and this time the product is you. Get on the phone and sell. Sell all day long. Looking for a job is your FULL TIME job. If an hour passed and you did not send out resumes or talk to people, you did not work that hour. So you are not working full time. It’s crucial to keep a positive attitude while looking for a job. You need to pack in as much effort as you possibly can from the get-go, in order to keep time from performing its dirty trick: lowering the job seeker’s self-esteem. The safest way to vaccinate yourself against low morale and depression is to get a job fast. The more resumes you put out and the more people you talk to, the more chances you will have to be called for an interview. We will discuss in the next issues how to win the interviewing game. In the meantime, set a goal of how many people you will call per day, every day. And most important, believe in your product... you! Ariel Topf ariel@biznesssmag.com

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Dining & Recreation I Interview I Lainie and Shmarya Richler The Muffin Boutique

From Montreal to Ben Yehuda

How one Canadian couple transformed the market of muffins and bagels in Jerusalem. The Muffin Boutique is a popular kosher l’mehadrin catering business and muffin and bagel shop in the heart of Jerusalem.

ainie and Shmarya Richler are both from Montreal and made Aliyah in 1995. After many years in unrelated independent fields, they decided it was time for a change. “We enjoy each other’s company so much that we decided to work together,” the Richlers say, and Muffin Boutique was born. “We were unable to find true muffins in Israel, as the “muffins” sold here are cakes in a muffin shape.” Hence the inspiration for The Muffin Boutique. What is the boutique aspect of Muffin Boutique? Our products are made fresh everyday with only the finest ingredients. No preservatives, artificial flavorings or colorings are added – nor hydrogenated fats. The bagels are all hand rolled and boiled before baking. Our motto is “We would never sell anything that we would not serve to our children.” What is the secret to making perfect bagels? Montreal bagels are a bit smaller, denser and chewier than other bagels. Our bagels are handrolled, shaped, boiled in sweetened water and seeded before baking. A special high-gluten flour is used. Yet the real “secret ingredient” is the dedication and effort that goes into every single one! What is special about your muffins? All our muffins are made with our own unique recipes. Most muffins in Israel are just cake batter made in a muffin tin, whereas we use real muffin recipes for each of our more than 20 flavors. . We even have different streusel toppings according to the type of muffin they’re used for. There are no generic recipes here. And we are always looking for new flavors to add to our repertoire. Most of our muffins are made with a whole wheat flour blend and some with 100% whole wheat flour. Most of our recipes use demerara brown sugar, a less refined option. Of course, they are each unique and taste great.

Who does the baking? When we first opened, we did a lot of the baking ourselves. Then we trained employees to take over. Some of our bakers have formal training; others do not. What they all share is a passion for baking and for turning out the best possible product. Our main bagel maker, Moshe, is a 57-year-old motorcycle-riding sofer with no formal training in the kitchen. We introduced him to the art of bagel-making and

Muffin Botique is located at 16 Ben Yehuda Street, Jerusalem. They can be contacted at 02-500-00-41, 052-772-2368 or through their website www.muffinboutique.com.

now he turns out a great product. The most important thing to us is that our employees are mentches. Everything else can be taught. What is your general philosophy about the nutrition of baked goods? We believe in eating food in its least processed form. Everyone deserves a treat and our treats are made with the freshest food available. Our pumpkin muffins are made with freshly steamed pumpkin; our apple pie muffins are made with freshly chopped Granny Smith apples; our chocolate carrot zucchini muffins are made with freshly grated vegetables. We don’t take shortcuts. We care about the food you eat. “No hydrogenated fats!” is a mantra that is drilled into all our workers. Muffins and bagels are real ”chutznik” foods. Are most of your clients olim? It started off that most of our clients were English-speakers. However, as time passed, we noticed that more native Israeli customers started calling us to cater their events, after hearing about the quality of our products and our attention to detail. There is also a very large vegan community in Israel whom we count among our customers. We offer many vegan products and keep adding more all the time. How has your shop evolved into a catering business? We realized soon after opening that there is a large market for dairy catering events where clients are looking for quality at a fair price. Not only do we provide the food, but we, as the owners, are present at the event and also provide a beautiful set up where the baalei simcha enter the hall and say “Wow!!!” We pay special attention to the design of the hall and presentation of the food. Word of mouth spread quickly and we recently catered our 100th full-service event. What types of events do you cater? We do all lifecycle events from brit mila, simchat bat, bar/bat, mitzvah, sheva brachot, azkarot… If someone wants the same great food but has a limited budget, we provide ready-made platters beautifully designed and ready to serve. Additionally, we do a lot of corporate catering, offering lunches, brunches or snacks to businesses, high-tech companies, universities, municipalities, as well as non-profits. We cater in the greater Jerusalem, Gush Etzion, Beit Shemesh, Modiin/Chashmonaim and Ma’ale Adumim areas. Tell us about your full-service menu. Does it change based on seasonal needs? For daytime events we have a basic menu which can be upgraded with salads, cheesecakes, fresh fruit, lasagnas, quiches. We also have a dinner menu that includes soups in the winter and fruit coolers in the summer. Our offerings can be enhanced with stations such

as pancakes, bagel toasts, omelets, tortillas or Belgian waffles with Ben and Jerry’s ice cream. What about takeaway? We have an extensive takeaway menu where all our products, including lasagna, quiches, cookie platters and more, can be delivered ready to serve. Contact us for a complete menu or download from our website. What is the price range per guest for catering? The range is from 49 NIS per person to 200 NIS per person. What options can you suggest for someone with a limited budget? Go with the ready-made platters. We provide eye-pleasing arrays that are ready to serve and an excellent option for those on a limited budget. Can you cater to special dietary restrictions and allergies? We provide lots of vegan options. Additionally, we can make many products nut or gluten-free. We once catered a bar mitzvah for guests from the States. Some were highly allergic to nuts. The order was so large that we

DECEMBER 2017

turned our kitchen into a nut-free zone in order to service them. How do you ensure that the food is always fresh? Everything is prepared fresh on a daily basis at our store on Ben Yehuda St. in Jerusalem. We sell the previous day’s merchandise clearly marked and discounted. We donate other products to Lone Soldier organizations. How are you different from other milchig caterers? We offer top quality at a fair price, which includes designing the hall. Our customers tell us that our products are absolutely delicious. We, the owners, are present at every event so there is always someone to turn to. We cater your event as if it were our own. When planning an event, when is the best time to book a caterer? The earlier the better! With a brit it’s a challenge—and we’ve made events from one day to the next—but in order to avoid disappointment, it’s best to book early. In the case of bar/bat mitzvahs, clients call us months in advance. In order to ensure the quality of our service, we

BIZNESSMAGAZINE

try to book only one event on a given day. Some of our clients have been disappointed when we were unable to cater their event since we were already booked. Is there one thing you love most about the catering business? The people we get to meet! Most of our clients are lovely, appreciative people who are a pleasure to serve. What is the biggest challenge you face in the catering industry? For the Muffin Boutique there is no such thing as not being on time. We have had fridges break down and ovens malfunction, just prior to an event. B’h, we found solutions and the clients never knew about the problems. We catered our twin grandchildren’s joint bris/simchat bat first thing in the morning in the mercaz. We were faced with congested Tel Aviv traffic. That was one stressful ride. Our entire family helped set up that event! We wouldn’t cater an event in the Tel Aviv area for anyone but our own children, since we can’t guarantee punctuality. How do you deal with customer complaints? Our philosophy is that the customers are doing us a favor when they use our services and not the other way around. B’h, we do not get many complaints, but if we do, we always want to satisfy our customers. We once delivered a hot apple pie on erev Shabbat. Because it was baked just before delivery, it arrived as apple crumble! We baked the customer another apple pie on the house, which was delivered the following week. What is the most important principle you have learned in your business? Honesty is the best policy. It is actually the principle that guides us not just in business, but in life. It may not “pay off” in the short term, but it always does in the long term. What recommendations do you have for someone who wants to set up a food business? 80% of those starting a food business close within the first year of operation. It is a very difficult, time sensitive and demanding business. You must have enough funds to open the business and carry it through the first year or two until you build up enough of a reputation. Many businesses fail simply because they run out of funds before the business is built up. What do you recommend customers ask a catering company before signing a contract? What is included in the price? You don’t want to have any unexpected surprises when it comes to pay for the event. Personally, we have no hidden costs. Set up, clean up, design, VAT, all is included in the price. We clearly state that the only extra is the tip that may be given to our hard-working employees if you are pleased with the service, which everyone has been!

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Art I Chaya Fayga Rave Artist & Product Designer

A ‘Rising Star’ Finds Her Artistic & Spiritual Calling in the Holy Land

hen you first meet Chaya Fayga Rave, you might think you’re looking at a run-ofthe-mill “kollel wife,” a modest and soft-spoken woman with a gentle smile. You would probably never guess that she was considered one of the greatest rising stars in the world of art in the Soviet Union, where she grew up; nor that she had the honor of displaying her first solo exhibition at the tender age of twelve. Like her paintings, Chaya Fayga’s life has contained a dizzying array of colors, layers, and textures that one might not notice at first glance. The story of how Chaya Fayga came to study art is straight out of a fairy tale. She was born in Berdychiv, Ukraine, and as a girl she enjoyed drawing, but never showed her drawings to anyone or thought of art as something she would like to pursue. One day, a friend of hers asked her if she would like to tag along to the entrance exam for a famous art school in the area. Chaya Fayga accompanied her friend to the centuries-old palace where the school was located. Her friend went into the exam room and Chaya Fayga sat outside in the corridor, carefully studying the beautiful engravings in the stone. After a while, a friendly teacher approached her and invited her to come take the exam as well, just to pass

We learned how to perceive the many hues reﬂected in every color in nature, to identify the hundreds of shades that compose what appears to be one solid color.

the time, since it would be a long wait. Chaya Fayga followed her inside, and began drawing according to the instructions for the exam. She became absorbed in her work and didn’t notice the teacher over her shoulder. Suddenly, the teacher called the whole room to a halt, held up Chaya Fayga’s work, and declared that she would not be able to let talent like this pass her by. Chaya Fayga was offered a place in the top class on the spot. “The classes I took in Ukraine were consistent with the country’s character: uncompromising professionalism,” she recalls. “For example, I wasn’t allowed to use any tools to sketch a picture or scene other than my eyes and hands. We crafted the paintbrushes ourselves, hair by hair. They demanded absolute precision, down to the millimeter. We never used black or white paints. Paintings of nature scenes were only done out in nature. We learned how to perceive the many hues reflected in every color in nature, to identify the hundreds of shades that compose what appears to be one solid color.” Her solo exhibition went on display while she studied in that school, and she was described in a local paper as “a star born in the Ukrainian skies.” But her promising career in Ukraine came to a halt with the fall of the Soviet Union. “Well-off people lost everything in an instant. My father passed away, and my mother and I decided to leave the country. I dreamed of going to Israel; I was active in the Jewish Agency and enjoyed Jewish studies. I felt that the Holy Land was waiting for me to paint it! I especially longed to see its holy cities. Tzfat, the city of my dreams, stretches across more than a few of my paintings, even though I had never really seen it. But,” she says, “Hashem wanted otherwise, and we went to Berlin, where I became acquainted with the illustrious charedi community of Lauder. I studied in a seminary, and displayed my paintings in a few galleries there. It was there that my aspiration to build a house of Torah, in all its purity, took hold.” Eventually, Chaya Fayga was able to make aliyah. In Tzfat, the city of her dreams, she discovered a whole world of Jewish art and

began developing her own unique style and techniques. “Parchment is used a great deal in Judaica—for example, the scroll of Esther or ketubot [marriage contracts] for a bride and groom. So working with parchment makes it possible to emphasize an authentic Jewish feel and to convey messages more effectively than with paper. With God’s help, I have recently developed a new technique for etching and pyrography on leather. Leather is more sensitive than parchment; on parchment, you can change your plan, take a line you’ve already drawn and turn it into something different. Leather is a ‘one-way street.’ There’s a lesson to be learned here in life as well…” Chaya Fayga also earned a degree in industrial design, and applied her knowledge and skills to invent WonderTisch, an innovative

DECEMBER 2017

desk designed specifically to meet the needs of Jewish scribes. She also enjoys designing other products for organizations and communities, like Holy Arks to store Torah Scrolls. She taught art and design for a time at Shenkar University. Today, Chaya Fayga offers private art classes for both beginners and advanced students. She works primarily as a coach than as a teacher: analyzing each student’s unique talents and inclinations, she guides them accordingly, selecting the techniques and methods that will help the student grow artistically in their own unique way. And, most importantly, while juggling her studies, teaching, and business, she was blessed to fulfill her most cherished dream: she met her husband, Yaakov, and together, they

BIZNESSMAGAZINE

are raising a family in a house infused with Torah. Chaya Fayga’s work is characterized by its vitality and diversity. Some of her paintings are bright, with brilliant colors portraying lush landscapes; some are more understated, with more subtle and muted colors, but all of them have a uniquely spiritual character. “My choice of style and technique is very deliberate,” says Chaya Fayga. “I carefully think about what my client has asked for and try to connect not only to the image, but to the feeling they are seeking. As a rule, the main task of an artist is to ‘sketch’ the atmosphere, to convey exactly what is happening down to the finest detail. But in my case, that’s not all. I connect to the spiritual essence of the painting.”

Parchment art:

▸ Custom-made

▸ Drawings

portraits,

▸ Original paintings

for paintings,

▸ Product

▸ Ketubot

with an

▸ High-quality prints

leather

development

▸ Teﬁllot

option for

▸ Gifts for donors

engravings, and

for investments,

▸ Megillot

high-quality

▸ Professional, private art

unique leather

businesses, and

▸ Prints

prints

pyrography

companies

TO BOOK AN APPOINTMENT: 053-312-1293 www.hajafejga.com kobi27r@gmail.com

All types of art:

classes for women and girls

▸ Custom orders

Chaya Fayge Rave ARTIST & PRODUCT DESIGNER

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Finance I Accounting I Expert

Family Business – In the Eye of the Storm ( PA R T T WO )

When I guide family businesses, blood is often perceived to be thicker than water. Usually, the family patriarch is the founder of such a business, and a few years down the line, he recruits his son to manage the business with him. In time, he recruits his daughter to join the team, and so a “family business” is born, with the “founding father” at the helm. The future sure looks rosy. But family businesses are not without their pitfalls and risks. So is there a way to put family to work and actually make it work?

By by Shmuel Rosenblum, Founding Partner and Manager, Rosenblum Holtzman CPA Firm

our family business already exists. Now what? Family businesses aren’t usually established as such intentionally. Usually it happens by natural

evolution, not by calculated forethought. Most often, necessity is the mother of all family business invention (along come children, business grows, more hands are needed on deck “just to sit with a new customer” or “just to help catch up with the paperwork,” and so on). Sometimes a business evolves into a family business when one of the patriarch’s children is unemployed. Like many devoted fathers,

he provides a “solution” by giving his son a job. (Of course every father wants to know his son is doing okay and earning a living. And it works out great … in some cases.) Some family members turn out to be an asset for the business (assuming that the son has his father’s business savvy). Unfortunately, heirs to the family throne seldom inherit all the royal genes.

A FAMILY DILEMMA Here's another family issue that demonstrates reckless financial planning and thought. The family patriarch employs his son, and then his daughter asks if the business needs an extra hand. (Perhaps she's a young mother and needs a convenient part-time job.) Her father may be forgiving if she shows up late or slips up on her responsibilities every so often. He has no choice "for you shall not forsake your own flesh and blood". COUNTER-PRODUCTIVE NON-PLANNING Countless businesses which employed family members have gone down in history as businesses which made financially irrational decisions that proved harmful to business in the long-run. Irrational decisions such as: - Recruiting family members even when no additional employees were needed - Recruiting family members who were not suitable for the position or business - Paying inflated salaries to employees who were family members - Covering personal expenses of family members through the business, with no authority in place to question the status quo Simply put, instead of protecting business interests, the patriarch channels all business resources into upholding “shalom bayis” or “good family relations.” THE HARD AND FAST RULES We know from our experience with family businesses that establishing rules for wise planning is much easier said than done!! But our hard and fast rule is this: It may take time to accept – and even more courage to adopt – the rules we recommend. But in the long run, avoiding or refusing to take the necessary steps could spell disaster for your business, chas veshalom. Golden Rule Number 1: Try to appoint a single “heir” to the family throne We’re looking at you, family patriarch! When we say “heir” we mean one – and only one – of your children. And the one you think is best suited for the job. It’s difficult and probably extremely uncomfortable. But it will save you even more unpleasantness in future. We still meet fathers who beseech us with genuine unease, “But how can I choose one over the others? What will the others say?” The answer boils down to prudent management of family capital, of course with some compensation measures (such as allocating other assets to children who are not appointed business roles). In the long run, abiding by

DECEMBER 2017

BIZNESSMAGAZINE

a clear business goal, it will prevent ill-advised financial decisions, ensure that only suitable family members are employed and prevent a tendency to overcompensate family members in terms of salary.

A consultant can help prevent discord among family members and should be appointed to handle non-financial and procedural decisions as well Countless businesses which employed family members have gone down in history as businesses which made financially irrational decisions this rule is the key to avoiding conflict and maintaining family integrity. Golden Rule Number 2: Make the family business “marketable” for the day you decide to make an exit (Golden rule number 2 is an alternative to Golden Rule Number 1) Every business, and family businesses in particular, should be established from the outset with an inevitable exit in mind. Domestic politics is not an appealing feature for potential buyers. If marketability is defined as

Golden Rule Number 3: If you have no other choice but to employ family, make sure the necessary training and experience are acquired outside of the family business It’s business suicide to form a family business with employees – family or otherwise – who have had no prior employment experience outside of the business. Work ethics, procedures, dress code and professional conduct must all be acquired in an objective work environment. Golden Rule Number 4: Appoint an objective consultant (CPA or legal expert) with authority and a keen business sense to make decisions on critical issues A consultant can help prevent discord among family members and should be appointed to handle non-financial and procedural decisions as well. The consultant should be someone who can be trusted to be completely objective and who is familiar with family dynamics and financial management. FAMILY SHABBOS TABLE IN SESSION Your home is not your head office! In addition to the halachic aspect of discussing business on Shabbos, your Shabbos table is not a business forum. Don’t mix the family business with the family home. You’re in enough hot water as it is.

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.

Shmuel Rosenblum

ENGLISH TEACHERS WANTED Yoel Geva Education, the leading and most prestigious education company in Israel, is seeking conversational English teachers for full or part time jobs. Requirements: - Native English speakers - Previous teaching experience - Ambitious and motivated - Excellent social skills We offer flexibility and competitive compensation Send your CV to: jobs@geva.co.il

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Home ARE YOU A HOME SERVICE PROVIDER? Air Conditioning I Aluminum I Architecht I Contractor I Electrical Appliances I Exterminator I Furniture I Interior I Design I Insurance I Locksmith I Mortgages I Renovations I Kitchens I Movers

THOUSANDS OF FAMILIES WILL USE THE 2018 HOME GUIDE FOR PLANNING, REPAIRING AND DECORATING THEIR HOMES. MAKE SURE YOUR NAME REACHES THEM! The HOME Guide will be distributed directly to homes in most of the English speaking communities in Jerusalem and Beit Shemesh and will be available through our website.

TO RESERVE YOUR SPACE, CALL 052-761-1177

INTERIOR DESIGNERS & ARCHITECTS ACA Design Studio 02-993-4471 Estie Schulgasser Architect 052-336-8299 estieschulgasser@gmail.com Jennifer Ungar Interior Designer 052-448-7050 jenungar@gmail.com Leah Irenstein Architect 053-317-7450 leahirenstein@gmail.com Revital Reich Architect 054-729-1127 revitalreich@gmail.com Rivka Porush Architect 054-843-9991 rivpor@gmail.com Haya Ben Tzvi Architect 054-663-9524, 02-581-4432 ariehaya@inter.net.il Miriam Sara Gould Architect 052-448-9114 gould613@gmail.com Leah Irenstein Architect 053-317-7450, 02-802-0065 leahirenstein@gmail.com Yehoshua Metzinger Architect 054-836-5770 y.metz770@gmail.com Yvonne Avieli Architect (Interior Design) 050-990-5586 Yohanan Beeri Architect 054-587-8678 yohanan.beeri@gmail.com Daniel Ablelman 050-888-4751 abujabri@gmail.com Tzivia Bodner 02-623-2169 053-654-3045 tziviab@gmail.com CONSTRUCTION, RENOVATIONS & ALUMINUM Aderet Aluminium arik@aderetalum.co.il Ariel Yegudayev Kablan 050-919-9227 arielconstruction@gmail.com Avi Pave Project Manager 054-805-8072 agpave@gmail.com

Aluminum 4 U 054-624-4000 yedid18@gmail.com Element Wood I Expert I 050-676-3222 netanelahb@gmail.com Harel Construction 052-607-8797 info.azoulay@gmail.com Kola Meter Construction and Renovation 050-263-3383 kolameter@gmail.com Yaniv Smadar Renovation and Construction 050-579-8536 100yaniv@gmail.com Zacai and Sons Sealing and Renovation 050-906-6713, 050-260-4621 zacai.banav@gmail.com Baruch Tenenbaum 050-674-1976 baruchtenenbaum@gmail.com Tzvi Pakter 054-662-1700 tzvipakter@gmail.com Nesl Aluminum 02-643-8632 nesl@13net.net Yinon Cohen 050-333-3237 y.a.aluminum@gmail.com Trisei Yerushalayim 1700-077-074 gsc.ofir@gmail.com Maya Tris 052-446-9514 mayat1345@gmail.com Nisan 02-991-5902 Yehoshua Greenwald 052-838-7686 shuabuilding@gmail.com Yaniv Smadar 050-579-8536 100yaniv@gmail.com K-Child Renovations 054-702-1007 jewishjack439@gmail.com Shlomo Geves 052-711-5545 sk7115545@gmail.com Itamar Strauss 052-668-7785 072-314-9357 itamrs@gmail.com

Moshe Fadida 052-257-7789 Bet Hakeramika 050-549-8311 Ceramic Art 054-300-6760 Miki Hanuni - Mal Hagag 052-480-8764 mikihanuni@gmail.com Etz HaChaim 052-662-7217 daniellavi799@gmail.com Avraham Mizrachi 052-831-2423 hamemadef@gmail.com Yehuda Gagot Raafim 054-440-8268 054-440-8268 My Handyman 054-846-2185 1myhandyman@gmail.com EXTERMINATION, WATERPROOFING, PLUMBING & MORE Handymench 052-342-7429 dave@handymench.co Itamar Strauss Waterproofing 052-668-7785 Moshe Cohen Exterminator & Waterproofing 052-799-7411 mosheydi1@gmail.com The Pro Handyman 054-222-0141 Yitzchak Avital 050-380-4511 avital9898@gmail.com AIR CONDITIONING, SECURITY, LOCKSMITHS & ELECTRICIANS Efes Takalot I Expert I 02-648-2340 apps6482340@gmail.com Elram Air Conditioning 02-640-3000 KBT Security 058-551-5200 Moti Arush Air Conditioning 052-630-3060

Security Solutions 058-403-5800 office@securitysolutions.co.il Weitz Air 077-791-2671, 050-221-9444 weitzair@gmail.com Gingi Kor 054-215-8669 Super Kor RM 052-337-8115 BH Solutions 054-725-4914 bhsolutions613@gmail.com CARPENTERS, KITCHENS, APPLIANCES & DECOR David Revivo Drapery & Linens 058-320-4971 drevivo@gmail.com Mistriel Carpenters 08-932-8295 gallery@mistriel.org Nisha Kitchens 050-539-0791 www.‫נישה‬-‫מטבחי‬.co.il Olam Hamizronim I Expert I 02-537-8888 Outlet Furniture 054-911-7838 Panet Electrical Appliances 02-537-7903 panetelectric@gmail.com Paramount Paints 054-527-9356 josh@paramaountpaints.com Studio Mark 052-312-1720 www.studiomark.co.il Gallery of Chaya Feiga 052-717-0287 LED Plus 02-502-0301 Almog Furniture 052-760-8389 JMark Interiors Ltd 02-803-8881 www.jmarkinteriors.com Sherut Hamusmach 054-310-0715 Electrem 052-267-7390, 052-286-2788 Kiyor Art 052-449-5858 kiyorart@gmail.com

Moshe Yerushalmi 534 3246 Birkas Rivka 050-415-6550, 02-533-4774 info@birkasrifka.org Mallory Serebrin 054-307-7058 Eli Parzon 02-999-1338 eliku86@gmail.com Rehitei Hayukra 055-667-0701 nechamaa100@gmail.com Aviva Darvish 02-996-5500, 053-528-1747 avivad7@gmail.com Kitchens 054-843-9007 Orchid Kitchens 02-537-4545 052-851-2312 Shaish Ori 052-362-6419 s-ori@netvision.net.il Storage Solutions 02-648-1734, 054-439-9072 MISC. Egert Cohen Insurance I Expert I 02-623-2546 egert@egertcohen.co.il N-Z Water Filters 054-761-7242 jack@n-z.co.il Natan Lev 02 999 8820 office@natanlev.com Rosenblum Holtzman 03 609 2020 shmuelr@rhcpa.co.il Avner Slater 02-582-5210, 050-874-3681 esqslater@gmail.com Hovalot Hayovel 052 531 5333 hovalothayovel@gmail.com Derech Eretz Movers 054-307-1800 052-765-5581 y0543071800@gmail.com GG Movers 02-676-2015, 050-380-0999 ggmovrs@walla.com Yehudit Margalit 052-790-6867, 02-650-1544 judith.r.margalit@gmail.com

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Home I Interview I Ariel Baror CEO of Master Plumbing I Expert house; we decided to renovate, I started learning and working in construction and renovation, until moving back to Israel in 2008. I now live in Beit Shemesh with my wife and six kids. I always knew intuitively how to fix things and solve problems, and I have a knack for solving a challenge. For example, in my brothers leasing company, no one wanted to fix the trucks. Cars were “easy”, but trucks are a whole different story. I became the truck mechanic. I like learning how different things work, and I like jobs that keep me interested. I found that I enjoyed plumbing because it’s more complicated; you always know how you’re going to start, but you never know how you’re going to finish or what you’re going to find along the way. Every house and job is completely different, and each job needs to be tailored to the specific place. It requires a lot more analytical and quick thinking, which keeps me happy. So you chose plumbing for the challenge?

Building up Israel – One Leaky Challenge at a Time Ariel Baror is a master problem-solver. Drawing on his unique talents and diverse professional background in the USA and Israel, he is the CEO of Master Plumbing, a 5-star plumbing contract company. Master Plumbing offers extensive services, including partial or complete bathroom renovations.

pecializing in locating and fixing stubborn leaks, Ariel Baror does everything from laying pipes and sewage lines to bath and shower renovations to home inspections for prospective buyers. We asked him about his background and what drew him to this profession. Tell us about your background. I was born in Israel in 1978, and grew up in

Jerusalem. I come from a diverse background: my mom is a third-generation American born in Baltimore with Ashkenazi roots; and my father is a first-generation Israeli grandson of the Av Beit Din in Aleppo, Syria, Rav Moshe Ezra Mizrahi. My grandfather and Rav Ovadia Yosef were Chavrutot. I moved to the USA when I was 19, initially to work with my brother in his car leasing company, and tried out a lot of different avenues. I got married and we bought our first

Exactly. When there’s water coming out of the ceiling, it takes a lot of skill and patience to fix it correctly, and I love the challenge. Every house is different. You have to learn how the piping was installed in each house and figure out how to fix it with minimal damage. It keeps me on my toes! How did you get involved in construction? Like I said before, when we bought our first house in the US, it was in demolition condition, and I rebuilt it. I did everything from gutting and re-doing flooring on two levels, piping, kitchen, drywall, woodwork and deck, everything. My wife was pretty shocked. I come from a very “handy” family and was just able to learn what I needed to learn and saved $100,000 of work by doing it myself. After that, my mother in law hired me to re-do the flooring and bathrooms in her store in Monsey, Ruthie’s Unique Boutique. A customer saw me working in the back one day and hired me to do work in her basement and garage. This was right after 9/11, and her husband unfortunately had been in the second tower when the airplane hit. I will never forget working for her and just being inside the house would break your heart - without anyone saying anything. Just the feeling of knowing what they were going through. I wanted to continue learning as much as I could and for as long as I felt that that’s what Hashem wants me to do, but I continued to work in construction on the side. Clients continued to recommend me to each other.

And then you returned to Israel? Our family moved to Israel in December, 2008. My wife had always worked with her mother, Ruthie—so we decided to open branches of Ruthie’s Unique Boutique here in Israel. One night, I got a call from an old friendwho had been a licensed plumber in NY and Israel for over 30 years. We had a life-changing discussion which resulted in me working alongside him as an apprentice. A few short months later, he told me I was already at his level and got me into a large insurance company in Modi’in as a plumbing contractor. In Israel, it’s all about connections, and I was blessed with the right connections. What’s different about working for an insurance company as a plumbing contractor, as opposed to working as a plumber privately? While working with this insurance company, we would regularly take care of complicated plumbing jobs that involved deep construction. It is known that some private plumbers tend to steer away from those kind of projects. It’s tough work, physically and mentally, but I really enjoy the challenge. How did you start working privately? Lately there has been somewhat of a revolution in the insurance world and all contracts have been changed. Most insurances will now allow a homeowner to call any private plumber directly and get reimbursed. I still freelance as a private contractor for the original insurance company and love the networking we get with them; but I also work privately now in Beit Shemesh, Jerusalem, Modi’in, Tel Aviv, the Gush, and all surrounding areas. How did it work out? I did an apprenticeship transfer that prepared me for plumbing issues in Israel that are handled differently than they are in America, primarily due to the different building techniques used here. After a few short months of working for the insurance company, my reputation spread throughout the other insurances in our network, and I was given a 5–star rating the highest level a contractor can reach in the insurance world.The rating is done by the customers and is based on professionalism, efficiency, honesty and derech eretz. My growing reputation enabled me to start working privately and closer to home. What advantage do you have over your competitors? I have a strong policy not to talk about anyone or anyone else’s work, but I can tell you what I

DECEMBER 2017

offer, and what I specialize in, and I am happy to do my best for my clients. What I am most known for in my network is: - Finding leaks and sources for very complicated issues that no one else could find. - Having the best and most updated equipment, much of which I have imported, and is not available in Israel yet. - Sticking with my original quote, even if I miscalculated time and materials. - Clean and neat work while sticking to our timetable and keeping promises. - Very reasonable pricing.

It’s tough work, physically and mentally, but I really enjoy the challenge. What do you enjoy most about your work? The feedback I get is, without a doubt, the best part; and the best endorsement one can get is through a happy customer. Even when I am satisfied with my work, be it by building a beautiful and functional space, or by finding and fixing an evasive leak, it’s always great to hear that my clients are happy and ready to recommend my work to their family and friends. What is the most challenging aspect of your work? Believe it or not, the most challenging leaks to find are the minor ones. Sometimes it can take up to a few months to find them; evenwith the best and most advanced equipment on hand. Usually, though, I can find them at the first visit. A huge part of this job is the experience and intuition you naturally develop over time. For example, it can be very hard

ABOUT ARIEL BAROR Ariel Baror is the founder of Master Plumbing, an exclusive plumbing contract company. which offers extensive services to private and commercial clients. Ariel speaks Hebrew, English and Spanish. Ariel can be reached at 055-667-9037.

BIZNESSMAGAZINE

to find a minor leak in a pipe that’s six feet underground. Sometimes my equipment is all I need to detect it; sometimes it takes more sleuthing—especially if it’s buried under a hard material, like cement or metal. It also depends on the age or type of pipe and how it was originally installed. Can you give us an example of a challenging situation you encountered and how you solved it? I was working in the private home of an Israeli judge in Ginaton. His water meter was running, there was a leak, and it was very clear that the leak was coming from outside the house. His entire garden had been cemented and covered with Bumonite. Bumonite is a very expensive material that is beautiful as a thick layer on top of cement; but it is very delicate. The top layer is one solid piece; if you need to drill into it, the entire surface will need to be replaced. My equipment detected that the leak was near the meter and underground. I was left with no choice; I started to break into the ground and dig into the cement to about sixfeet beneath surface level. I found a lot of water; but I couldn’t find the pipe—which is very rare for me. It was so deep underground! After two days of digging, we ordered a mini-digging tractor. We opened the whole area altogether; and after six hours of digging with the tractor we hit pay dirt. We found the pipe, we fixed it, and closed it. There is no “impossible”, as long as you don’t give up. In these situations, you have to be hyperfocused on finding the problem and fixing it, or the issue will just drag on which is so inconvenient for the client. What would you suggest for others looking to become a plumber? If you are very good at problem-solving, have a lot of intuition and enjoy physical work, plumbing could be a great profession for you. You need to have a lot of patience; not only does it take a long time to get into the market, you’ll also need an incredible amount of patience while on the job. You have to be ready to work hard—the benefit is that it keeps you in great shape! You have to be able to work under pressure, too. The best way to learn plumbing is to start as an apprentice. Of course, you have to learn the basics of equipment, safety, laws, etc., but this job is very hands-on and you need to learn the problem-solving part in real time, because each house is so different and unpredictable. One last thing: for every problem, there is a solution. NEVER GIVE UP!

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Home I Interview I Baruch Tenenbaum Contractor I Expert

Turning the Ordinary into the Extraordinary

Anglo homeowners want the high quality that they’re used to but need to know that the contractor they’re taking on for their recent project can measure up to the task. There can be no shortcuts when it comes to the biggest asset you own or compromises on your family’s safety.

aruch Tenenbaum was born and raised in Ottawa, and made Aliyah from Toronto with his family 16 years ago to Ramat Bet Shemesh. Baruch has worked in the renovation industry for 22 years, doing apartment renovations and additions to existing structures. What is your background in the construction business? I actually have a BSc in Computer Science and worked in the field for four years, but was dissatisfied and sought a career change. I visited a contractor friend who was building a deck, and was intrigued by the fact that

you could use your hands, build a product, see the finished results and get paid for what you accomplished! The creative juices started flowing. Where did you learn the trade? I apprenticed with my friend (who has since made Aliyah) and took courses in the evenings. But there’s no experience like “on the job training.” I would hire skilled craftsmen and work as their schlepper. I actually paid them to boss me around! But I learned hands on from professionals about every aspect of building a house; from foundations to framing, electrical and plumbing, tiling, boarding and taping (a.k.a. geves over here), down to painting and

hanging a towel rod on a tiled wall. In Israel, I also apprenticed under a few contractors until I went out on my own. I took courses through the Ministry of Industry, Trade & Labour and became a kablan rashum, registered contractor, under the Ministry of Construction & Housing. Tell us about some of the values of your company. • I strive to work together with the client to achieve their goals. • I believe that even clients with limited budgets can have a beautiful renovation. I’ll suggest ways to reduce costs without sacrificing quality.

• I strive for a high-level finish. • I don’t compromise on the electrical, plumbing or gas systems, that are “behind the scenes” in a renovation. • I keep an organized job site. • I brought my North American level of service with me from the old country. Canadian service with a smile! Is there a difference between contracting in Canada and Israel? Materials and techniques are different over here and often superior.There is an emphasis on stone, block, and masonry work as opposed to wood, because of Israel’s natural resources. What type of projects do you undertake? I work with any kind of renovation, from a single bathroom upgrade to a whole apartment gut and re-do. I enclose porches, do additions, kitchens, tiling patios, waterproofing and work on a popular project in Israel—the challal. Please tell us about some interesting projects you have undertaken. I recently finished work on a 400+ sqm house in Bet Shemesh, built around 50 years ago. We completely re-vamped the utilities and brought them up to code, added radiant floor heating, converted an inaccessible roof into a cozy space with a spectacular view of the city, enclosed porches to add living space for the client’s large family and replaced every single floor and wall tile.The designer was top notch and the place looks absolutely stunning. I once installed floor to ceiling picture windows on the 6th floor of an apartment building. B”H for cranes! I separated a duplex apartment into two separate units and merged two separate apartments into one. Those projects were challenging because we had to separate or join all the utilities. How do you manage to keep to tight deadlines? I make sure all the different components are in place and the plans are complete before we begin. I send the clients to choose tiles and fixtures then we order the materials and line up the appropriate workers or subcontractors. It’s worth staying a step or two ahead of everyone else so the project flows smoothly and efficiently. What turns an ordinary project into a high-end one? Good quality architectural plans with fine detailing will ensure that the final product is more high-end than ordinary. Features like the clients' or designers' choices of tiles and fixtures can make all the difference. Drywall (geves), niches, decorative tiles, and bay or

DECEMBER 2017

BIZNESSMAGAZINE

for any renovation project.The clients should identify their needs, how they want to use the space, prioritize their wish list and start thinking about the level of finish they want to achieve. These aspects should all be communicated to the architect or designer in the planning stage.Then, the plans or blueprints are drawn up and I take it from there. How do you coordinate between all the different professionals involved in a construction project? Communication is key. My role is to interface between all the parties: clients, architect, designer, engineer, project manager, workers and suppliers. I try to make sure all the pieces are in place for the job to flow smoothly. I look over the plans, point out contradictions between the architectural and the structural and help come up with solutions. I consult with my project manager Belgian windows can also indicate a premi- on any technical or scheduling issues. I lisum project. ten carefully to my workers, who often have Do you think Anglos and Israelis have creative suggestions for how to do things or different expectations? solve problems that inevitably crop up. The Anglos certainly expect a higher level What do you enjoy most about your of customer service, yet I’ve found that both work? expect the same high-level quality of work. I enjoy helping people realize their dreams. My clients have often saved for years for their renovation and It's worth staying a step I strive to give excellent value or two ahead of everyone for their money. I am happy when they are happy in their else so the project ﬂows new, spacious, modernized and smoothly and efficiently. rejuvenated home. What would you like to see Is it worthwhile investing in more ex- change in the Israeli building industry? pensive materials? I have noticed my clients are more savvy You definitely get a better product when about better building practices in the past you invest in better quality materials. How- few years; specifically in the areas of waterever, these are not always more expensive. proofing and insulation. They really want to What should a client be aware of before make sure they’ll stay dry in the winter and building their dream home? cool in the summer. Often they’ve had a bad The crucial step can be summarized in experience in the home they’re living in or three words: planning, planning, and more from a previous renovation they’ve done. I planning. Not only for building a home, but keep up to date with the latest in industry trends and attend educational courses and trade shows. I hope the industry as a whole ABOUT BARUCH TENENBAUM will place a stronger emphasis on waterproofing and insulation to prevent callbacks Baruch Tenenbaum, and dissatisfied clients. owner of Quality Have you ever had callbacks? Home Improvements, Of course. Once, I built an addition with a is a professional local contractor, providing gag reafim (clay tiled roof). A few years lathigh-end jobs with er, after a rainstorm, the client called me to proper Anglo complain about a leak. I inspected the roof, service. replaced the broken tile, and gave the client a big fat baseball (I think it was a softball, actually) that was lodged in the roof cavity, He can be reached courtesy of an upstairs neighbor’s kid. No at 050-674-1976 charge for the callback!

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Home I Interview I Avi Koritz LED Plus

Illuminate Your Surroundings LED Plus is a chain of stores that offers cutting-edge lighting solutions for homes and businesses. LED light bulbs offer many advantages over their older counterparts, and LED Plus helps their customers leverage these advantages to illuminate spaces in the most functional, economical and aesthetically pleasing light possible. We asked Avi Koritz, CEO, about the chain and what LED lighting technology has to offer.

ell us about the recent developments in your business. For many years we were involved in big projects like schools, stores, yeshivot and shuls. We accumulated a lot of experience in the industry, and we still work with institutions and building projects.After all these years working with big projects, however,we expanded our customer base to bring our expertise to individual homeowners. We help them use lighting to make their homes beautiful and functional or showcase their art or furniture in literally the best light possible. How long have you been running a business in Bet Shemesh? We have branches in Jerusalem, Beit Shemesh and Beitar, and recently opened another in Beit Shemesh a year ago. Who are your customers? Institutions, businesses, and individuals who want high-quality lighting for their home or business. What range of light fixtures do you offer?

We have a beautiful showroom where we have all our options on display. We offer everything from the simple and practical to the dazzling and elaborate; there are many varieties and styles of light fixtures, accessories, spotlights… in short, anything to do with lighting. Whatever you might be looking for—modern, classic, elegant, practical for kids—we have it here. Our specialization is LED. What are the advantages of LED? LED is superior to fluorescent or incandescent in every imaginable way. First of all, LED is more efficient by an order of magnitude. LED light bulbs consume a fraction of the electricity

Led Plus is located at Beit Shemesh: Shaarei Hair Mall (next to Rami Levy), 02-502-0300; Yerushalayim: Kanfei Nesharim 3, 02-502-0302; Beitar: Panim Meirim 3 02-502-0301

consumed by other types, and they last much longer; about 30,000 hours. So they’re much better for the environment and your pocket. Second of all, LED is far more versatile. There’s a much wider range in terms of the strength and quality of the light they emit, so you can choose the right type of light for your environment, providing just the right amount of light to see everything clearly without being harsh on the eyes. The light can be “cooler” or “warmer” depending on the atmosphere you prefer in the room. The bulbs are also available in a much wider range of sizes and shapes, making it possible to use them in ways you’d never be able to use other kinds of light bulbs. What is unique about your business? We offer not only the widest range of LED fixtures in the area, but also lighting consultation. You may have a beautifully designed home, with decorative light fixtures, but if it’s not illuminated properly, you won’t be able to enjoy it. Our experts come to your home and advise you on what type of lighting would be most practical and complementary to your space, and we will provide the necessary fixtures and accessories so you don’t need to shop around. Additionally, unlike others in the industry, we’re very hands-on in terms of customer service. We invest a lot in ensuring that our customers have a great product that satisfies them. Can interior designers come to consult with you? Of course! We have a whole department that works with interior designers. We understand their needs and devote our time and attention to help them achieve perfect results. How have changes in technology affected your business? LED used to be an expensive technology, and not long ago it was a questionable investment. Thankfully, the technology has become much cheaper and more ubiquitous. Today LED light bulbs costs the same as other types but provide so many more benefits. What guarantees do you offer for your light fixtures? We offer a warranty of up to two years on all products, but our service guarantee is much longer: return customers get full service at any time after two years. We’ve never turned away a customer who wanted to get something fixed because it wasn’t under warranty. What are your hopes for the future of your business? At the moment it’s to continue to provide the best service available to our customers. We’d love to see the field of LED lighting grow and develop, and we’d love to open more stores and service more locations in the future.

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Home I Jennifer Ungar Interior Designer I Expert

The Secret to Interior Design

Embrace Your Individuality

mplementing your vision of your dream home can be a rewarding but challenging experience. I would like to share some key elements in home design that can simplify the process and maximize results. No matter your taste, there are certain basic principles that apply to just about every space. This is your home; make your mark on it and let your personality shine through with attractive and functional furniture, accessories and color choices. Before diving into decorating, be sure to plan well.Take accurate measurements, both of the space you have available and of the furniture you wish to purchase, to ensure that everything fits where you need it. Using a room and furniture layout kit or drawing a to-scale floor plan can be helpful too. Never underestimate the role of scale to proportion in successful home design; few things throw off the balance in a room like a super-sized couch stuffed into a small living room, or a large room with too much empty space.This is one of the most important areas where

Don’t get too hung up on what’s currently in fashion. Choose a style that speaks to you an interior designer can really help you out: many designers use computer programs to draw up an accurate floor plan, and this can save you thousands of shekels in mistakes. Once you have familiarized yourself with the dimensions of the space, you can begin to source the furnishings and accents; don't lose sight of your end goals. Sometimes it’s easy to get pulled into buying something you don’t particularly care for, or even keeping a piece of hand-me-down furniture that you feel guilty unloading. It is far better to wait for the right purchase than to settle for something you don’t love. If it may take a while to find just the right piece, get something cheap and functional that you can replace when

you find what you want. As far as Grandma’s old dresser is concerned, perhaps a relative can make better use of it. If not – donate it. When choosing furniture and decorations for your home, don’t get too hung up on what’s currently in fashion. Choose a style that speaks to you and incorporate some complementary trends for timeless appeal. What’s trendy now may quickly look dated. Often people worry too much about which styles are featured in magazines and what other people will think of their home. Embrace your individuality; you are the one living in your apartment and its design needs to speak to your tastes and needs. Another thing to keep in mind when buying furniture is form and function. You should test each piece out before you purchase it. Focus on the item’s intended purpose and use. A beautiful dining room set will surely make you very happy – unless the chairs are uncomfortable for extended periods of sitting during long Shabbos meals, or they turn out to be too wide to fit both family and guests in your dining room. Choose pieces that function the way you need them to. Many people become unnecessarily colorphobic when decorating. There is no reason to avoid bold colors, as they can add beauty and personality to your home.A word of caution, however: Before committing to strong tones, do your research. Pinterest is an excellent tool for finding different complementary color combinations. If you are still hesitant, introduce a punch of color with fun accessories. Adding a red vase or a selection of vibrant accent pillows is a great way to perk things up while remaining within your comfort zone.This is also a useful method to test out a new color before committing to it. One important area of home design often neglected by non-professionals is lighting. Where you place your fixtures, the wattage and color of the light itself and most importantly, how the light disperses, all influence the atmosphere in your home. Installing the right type of lighting in each room can make a huge difference in its aesthetic appeal. Sometimes this is best achieved by placing individual fixtures in different parts of the

room to allow maximum flexibility. Other times, an overhead fixture will work well. Simple overhead lighting or basic lamp fixtures can sometimes leave dark areas or cast light in a way that is unflattering. Evaluate the space of the room and its intended function to enable you to make the most effective choices for your needs. On a purely aesthetic note, don’t ignore your walls! Art and photographs add so much to the appeal of a room. But it would be a shame to hang a beautiful piece of art just to have it go unnoticed! To avoid this, be sure to place it correctly.The average person’s line of vision falls at around 57 inches (about 145 centimeters). Hanging a picture at this height draws the eyes right to it. In our next article, we will examine issues of design and layout. Maybe your kitchen belongs where you currently have a bedroom, or perhaps your salon should be larger.These are not simple decisions; air, light, movement, and usability are just some of the important factors to consider. ABOUT JENNIFER UNGAR Jennifer Ungar has been designing beautiful spaces for 25 years and has worked on large and small residential projects in New York, New Jersey, Miami and Ramat Beit Shemesh. By listening closely to her clients’ needs and desires, Jennifer transforms their concepts and vision into a design reality. Her specialty is creating interiors that are comfortably sophisticated, yet, relaxed and inviting; interiors that turn your space into your home.

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

Huge Huge showroom showroom in in our new Beit our new Beit Shemesh Shemesh branch! branch!

F U R N I T U R E F U R N I T U R E

‫רהיטי‬

W A R E H O U S E W A R E H O U S E

FURNISH YOUR HOME FROM A-Z! UNMATCHABLE UNMATCHABLE PRICES! PRICES!

WE'LL CUSTOM ORDER Y YOUR FURNITURE WE'LL CUSTOM T TOM ORDER YOUR FURNITURE FURNITUR TURE IN THE CORRECT SIZE ACCORDING TO YOUR TO Y YOUR IN THE CORRECT T SIZE SIZE ACCORDING T YOU R PERSONAL PREFERENCES PREFERENCES FOR FOR COLOR AND STYLE COLOR STYLE. PERSONAL LLOR OR AND SSTYLE. TYLE. DINING DINING ROOM ROOM SETS SETS

LIVING ROOM LIVING ROOM SETS SETS MASSIVE SELECTION OF BRAND

58 58 Yirmiyahu Yirmiyahu St. St.

ACROSS FROM A” VACHA VA “SHAAREI REV

ALL SIZES OF TABLES.WIDE ALL SIZES OF SELECTION OFTABLES.WIDE CHAIRS SUITED SELECTION OF CHAIRS SUITED FOR ALL BUDGETS. FOR ALL BUDGETS.

MASSIVE SELECTIONCOUCHES. OF BRAND NEW & OVERSTOCK NEW & OVERSTOCK COUCHES.

Opening Opening Hours: Hours: Sun-Thurs Sun-Thurs 10:00-22:00 10:00-22:00

New!! New

CLOSETS // BOOKCASES CLOSETS BOOKCASES WIDE SELECTION OF CLOSETS, WIDE SELECTION OF CLOSETS, BOOKCASES (SLIDING DOORS) BOOKCASES (SLIDING DOORS) BREAKFRONTS. BREAKFRONTS.

BEDROOM BEDROOM SETS SETS // MATTRESSES MATTRESSES

CUSTOM MADE BEDROOM SETS, HIGH QUALITY CUSTOM MADE BEDROOM SETS, HIGH QUALITY MATTRESSES, KID’S BEDS,HIGH-RISERS, & MORE MATTRESSES, KID’S BEDS,HIGH-RISERS, & MORE

Nachal Nachal Sorek Sorek 21, 21, Ramat Ramat Beit Beit Shemesh Shemesh SunSun- Thurs Thurs 11:00-19:00 11:00-19:00

WWW.OUTLETISRAEL.NET WWW.OUTLETISRAEL.NET

HAMEMADEF Renovations & custom-designed furniture for businesses and homes You deserve the best service available. Call Avraham: 052-831-2423 Shimon: 052-558-5528

U P G R A D E Y O U R S PA C E ! Complete renovations All types of woodwork High-quality materials Drywall & lighting Attentive service Creative and dedicated team

Studio Mark Wallpaper Installation

Precise methods for a perfect look

Yitzchak Mark 052-312-1720

izaak_m@walla.co.il

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Home I Pergolas and Decks I Expert

Mashrabiyas Mashrabiyas are a unique and fascinating decorative element that can enhance both the interior and the exterior of a home.

ashrabiyas are typical of Islamic architecture and are very common in Arab lands. In the classic definition, a mashrabiya is a kind of window that protrudes outward and is framed in carved wood, located on the second or higher floor of a building, often decorated with stained glass. Originally, mashrabiyas had a functional purpose: creating a partition between the home and the street to create privacy, while allowing air and light to flow freely into the room. People sitting in the home could see what was going on outside without being seen themselves. Today, however, mashrabiyas have myriad uses. You can enjoy one as a design element in the home, as a classy alternative for a gate in the yard, to fence in a pool, as paneling for a wall, or as railing for a staircase. You can also use a mashrabiya to create a beautiful and elegant partition for the sitting area in your garden or patio. An outdoor mashrabiya creates shade and protection from the harsh summer sun without blocking airflow. Mashrabiyas can be designed for various levels of opacity. Some are light and open, used less for privacy and more as a partial barrier that produces a dazzling effect of light and shadow in the space. Some mashrabiyas have moderate to high levels

of opacity, balancing the level of privacy with desired flow. This kind provides 90% opacity with minimal gaps, making them more suitable for garden fences. Modern, decorative wooden mashrabiyas are currently very popular in home and garden design. Beyond their aesthetic beauty, they are prized for the effective shade they provide, especially in the Israeli climate. Element Woodwork works with environment-friendly mashrabiyas of sturdy Australian wood, produced in Australia by OUTDECO.

050-6763222 netanelahb@gmail.com Moshav Eshtaol www.wooden-pergolas.co.il We care. Element Wood Expertise works with FSC green-standard materials upon request.

Did you just purchase C / A r u o Is y a ne w h o m e , g n i t a l f n i and want to buy a good, ? s l l i b c i r t c e l your e energy efficient air conditioner?

Efes Takalot Ltd.

Offers energy-saving air-conditioners, with convenient payment options

02-648-2340 *2184

appsp10@gmail.com

efestakalot.com

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Home I Insurance I Expert

Car Insurance 101 By Shimon Cohen

ood news! In the past, if you held a foreign license and were in Israel for more than a year, you had to have a number of driving lessons and then pass the Israeli driving test. Basically – a hassle! As of September 2017, life became a lot easier! If you’re an oleh chadash, a returning Israeli citizen or a tourist/student living in the country for over a year, the following applies: You can obtain an Israeli license immediately, without the need for lessons or tests, as long as you have a valid foreign driver’s license with at least five years’ experience. All you need is an eye exam, medical approval and a copy of your foreign license.

THE TIME FRAMES ARE: a) Oleh Chadash: You have up to three years to transfer, on condition that the foreign license was issued before you became an Oleh and before you came to Israel. b) Returning Israeli: You have up to one year after returning. c) A tourist/student living in Israel: You have one year from arrival. d) A short-term tourist – You need to show your foreign license and it will be transferred. 1) Any of the above can use their foreign license for up to one year after they arrive in Israel. 2) Here’s the tricky part: what if you are “in and out” of the country? Each case will be judged individually, according to the transport statutes. Solution? Switch your license now – it’s so much easier than it was! YOUNG DRIVERS: We love them but boy does it cost money to add them to our policies! Solution? All companies allow you to add a young driver for short periods of time – very convenient for kids in yeshiva or the army. Options for the insurance companies we work with: a) Clal Insurance: You can add a young driver for up to seven days at a time, up to ten times a year. Cost: 25 NIS per day. b) Menorah Insurance: You can add a young driver for up to four days at a time, up to 14 times a year. Cost: 90 NIS for each four-day period.

c) Shomera Insurance: You can add a young driver for up to three days at a time, up to six times a year. Cost: Free. Thereafter, unlimited adding on for 120 NIS per every three-day period. Drivers must be added at least three hours before they start driving. d) Harel Insurance: You can add a young driver for up to four days at a time, unlimited. Cost: 90 NIS for each four-day period. A word of caution: Do not forget to add your young drivers to your policy. We have had many claims turned down because someone forgot to send an email. (In our company, once we have received your email, even if it’s after working hours you are covered!) AND NOW FOR SOME CLAIMS! a) Mrs. G.’s car was stolen. We started going through the procedure of police reports, rental car, etc. After two weeks, we received “unusual” news – the police had found the car! The only problem was, it had been stripped of the interior – seats, radio, steering wheel – everything! Result: The insurance company paid to restore everything as good as new and Mrs. G. was happy to get her old/new car back. b) Mrs. L. had a small accident in which she was at fault. We sent an assessor from the insurance company’s recommended list to her garage. He came, gave the garage the go-ahead to repair and all went as usual, and we submitted a claim. Suddenly, we received notification that the insurance company had rejected part of the claim. Apparently, their in-house assessor had overridden their recommended assessor! This was all done after the repair was completed and paid for! After looking into it, we were told that according to a new ordinance, the

insurance company does have the right to do this. The problem was that they had not informed us, the agents, or even their recommended assessors of the new law. Solution: We have forwarded the balance of the claim to our client for her peace of mind. Now we are taking the insurance company to small claims court on the grounds that even if there is an argument between assessors of the same company, the client should certainly not suffer! WHAT IF YOU’RE INVOLVED IN AN ACCIDENT WITH A PALESTINIAN DRIVER? If he has insurance through the International Insurance Company based in Ramallah, there is a chance to get paid out. We have been successful in a few claims with them. However, in most cases, the driver has compulsory insurance only. This leaves two options: take the driver to small claims court (basically a waste of time) or claim from your own policy, having to pay the deductible and get a claim on your policy. Discuss with your agent at what point it’s worth not claiming at all and just taking the loss. (Kapparat avonot, as we say!)

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.

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Home I Miles Hartog Architect

How to Improve Your Property Value Permits, TABA, TAMA 38 and Urban Renewal

ou’re purchasing real estate in Israel and want to make the most of your investment; or, you are already a home-owner and wondering whether it’s worth the trouble to add on an extra room. You live in an old, run down building and you want more space, or to add more value to the property so you can trade up. In all of these cases, you have at your disposal the biggest investment most people will make their whole lives – a piece of Eretz Yisrael – and you’re looking to make the most of it that you can – for your personal comfort and for your economic future. Will it be worth it? How do you do it? Where do you start? Who pays for it? Here are some of the most common ways of increasing the value of your property in Israel today.

1. Permitting for construction

Every piece of land has a governing Town Plan (TABA) that defines its building rights – how much can be built on that piece of land. If your current property hasn’t utilized all of the available building rights, then with a Permit procedure at your local authority, you can build the maximum on your land or add on to your existing building. An architect can help you to analyze what rights you have, how much you’ve used, and how much is left. Remember that building costs per square meter are significantly lower than selling prices per square meter, so whatever you put into your home, you’re going to increase the property value by much more.

2. Town Plan Change

If you’ve already utilized all of the building rights available to you, you can apply for a change in the TABA to increase your rights. This process can take longer, but can greatly increase the area of your building and therefore the value. Sometimes this is the only way to increase the size (and value) of your home or asset, and it’s well worth the effort. Even the increased rights, without actually building the extension, are worth money. A built extension doubly so. Over the years I’ve helped many home own-

ers, developers and contractors add to the value of the land they started off with. It’s important to understand the rules, the planning policies of the relevant bodies and the process, but once you do, this can be the major key to increasing value.

3. TAMA 38

If you live in an older building made up of several apartments, you can utilize the National Master Plan for prevention of earthquake damage (TAMA 38) to significantly increase the size and value of your apartments. You accomplish this by having your architect apply for a permit (without the need for a change in Town Plan) that allows each apartment to add 25sqm, and the whole building to add between one to two and a half floors. Those floors can be used by the original residents, or sold off to pay for the improvements in the original building, or a combination of the two. This process is most often done or by a developer who will take on the costs of improv-

ing the existing apartments in return for the profits of selling the new floors. However, it can also be done by the residents themselves, with the appropriate professional accompaniment. I’m currently working on such a project in Baka in Jerusalem, where the residents will both end up with larger apartments as well as a share in the profits of the sale of the upper floors. In the end, the property value is increased; the structure is protected against earthquakes and the building is rejuvenated (adding elevators, balconies, parking, storerooms etc.) without the residents having to pay for the construction costs out of pocket. If the land value is high enough, it’s often worth using the second article of the Master Plan (TAMA 38/2), which allows demolishing the original building entirely and rebuilding with the building rights as above. This is a government incentive plan that is starting to make huge changes, including in Jerusalem, with the major benefit of being exempted from paying betterment tax.

4. Urban Renewal

If your neighborhood is older, the apartments are run down and not large enough for your current needs, and the infrastructure is out of date, then perhaps the time has come for Urban Renewal (Pinui Binui). This is somewhat of a national priority right now. Older buildings are demolished and rebuilt allowing residents to upgrade their homes to larger apartments in newer buildings, with parking and storage rooms attached, without incurring personal costs. I’m currently involved in two such plans in Jerusalem, having received initial permission from the committee for urban renewal, and moving forward matching up the needs and desires of the residents, the municipality and the developer. The catalyst for starting such a project can come from the city, a developer who’s identified a good location, or from the residents themselves. Could any of these approaches be right for you?

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.

Nothing recharges a person's body Like a Simmons mattress The best mattress in the world

Simmons mattresses are the only ones in the world able to oďŹ&#x20AC;er maximum pinpoint support with the most advanced material in the world which allows deep, uninterrupted sleep to recharge your body for an active day.

Simmons Specials: 2nd Mattress & bedbases with storage

Selection of children's and youth mattresses

Daybeds

2nd Mattress & bedbases with storage

Plywood ("sandwich") closets

Sliding door closet

Starting from NIS 1,890

Starting from NIS 2,100

By High quality at special prices

OFF

60%

OFF

50%

Hi Riser

Triple bed

With purchase Free hi-riser mattresses

Starting from NIS 1,990

Ramat Beit Shemesh Branch, Tel: 02-992-1121 Nachal Zohar 10 (across from Shefa Shuk)

years

Selection of overstock Huge discounts Up to 70% OFF

Pair of mattresses Simmons Includes box spring

Starting from NIS 3500

ALMOG FURNITURE No problem! We'll come to you with a full catalogue for a free consultation.

Almog Furniture has been providing quality durable furniture for the past 10 years. Their honesty and high-level of service are what bring their clients back again and again.

NO TIME TO COME TO US?

INCLUDING:

Kitchen tables and chairs Bedroom furniture Children's furniture Mattresses Bookshelves and cabinets No problem! We'll come to you with a NO TIME TO COME TO US? Closets full catalogue for a free consultation.

INCLUDING:

Kitchen tables and chairs Bedroom furniture Children's furniture Mattresses Bookshelves and cabinets Closets

CONTACT US Rechov Ribaz 21A, Ramat Bet Shemesh B CONTACT 052 760 8389 US Rechov Ribaz 21A, (By appointment only)B Ramat Bet Shemesh 052 760 8389 (By appointment only)

DECEMBER 2017

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

Broken Tris? Shattered Glass?

Call Netanel Aluminum for repairs! Trissim | Windows | Screens | Soragim | Shower Stalls Bedroom trissim cord repair for only

50 NIS!

Same day service 10 years' experience Recommendations available

S OF: G IN REPAIR SPECIALIZIN S W O INGS OOM WIND FOR BUILD MAMAD W S R O O D E C N A R T GLASS EN RISSIM s ELECTRIC T s repair Glas your done in ! home

Win

do W! on ww scre hee ens ls

SIMCHAS

REAL ESTATE

AUTOMOBILES

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Health & Wellness

DENTISTRY Rechavia Dental Center I EXPERT I 02-561-9770 Dr. Mitchell Rudy 052 339 2131 Dr. Ari Stern 02 999 6046 Dr. Chaim Lewitan 052 761 5359 Dr. Mark Lewitan 02 995 2707 Dr. Links - Dr. Garalnick 02 992 4267 Dr. Chaim Eliezer Jacober 02 999 7479 Dr. Edo Lavi 02 992 3363 Dr. Jacki Glassman 02 566 9061 Dr. Yoav Orbach 02 545 5603 Dr. Claude Hayat Periodontics 02 566 0436

Dr. Daniel Fruchter 02 536 2244 HEALTH Dr. Eliezer Rosenblum Chiropractor 052-662-4658 PlayAttention Solution for ADHD 054 794 3797 Get Fit with Karen Personal trainer 054 572 1651 Rochel Geller Weight loss 02 992-1821 Dr. Reuven Rosenberg Chiropractor / Complementary Medicine 052-761-6793 Bioresonance Alternative Clinic 077-212-7567 Rochel Rubinoff Massage Therapist 054-3355-289

Dr. Tova Goldfine Chiropractor 052 420 1201 Donna Abrahams Craniosacral Therapy 054 648 0667 Michael Freedman Personal Trainer 054 843 9541 Gyrotonics Personal Training System 054 908 0886 Natan Feit Reflexology 053 763 4820 Shoshana Grotsky Lice Removal 050 207 1781 Michael Berezin Personal Trainer 054 625 0269 Gavriel Tornek Meditation 054 652 1770

Miriam Maslin Bioresonance Therapy 052-324-4604 Dr. Rina Granot Health & Nutrition 052 674 3838 Dr. Chaim Pinchuck Neurofeedback 050 303 0939 Sara Shaposhnik Energy Healer 050 229 2316 Jerry Hyman Personal Trainer 050 779 8886 Jordana Staiman Speech Therapy 053 311 3916 Chaim Sultan 054-884-9240 Yaacov Avraham 052-446-6090 Leah Zerbib| 052-265-0807 Al Peh (Freyda Weis) 052-528-7726

THERAPY/ PSYCHOLOGISTS Dr. Michael Portman Clinical Psycologist 052 269 4030 The Place Emotional Wellbeing Center 02 580 8788 Menachem Schloss NLP Therapist 054-743-8109 Minda Garr Holistic Psychotherapy 052 614 6932 Karen Rappaport Narrative Therapy 050 990 6368 Rachel Factor Anxiety Disorders 052 713 4130 Dr. Genstil Psychologist I EXPERT I 052 260 9087 Y.N.R. Center 02-632-1609

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Health & Wellness I Mayanei Hayeshua Medical Center

After Labor: Mayanei Hayeshua’s New Maternity Ward Offers a Comfortable and Supportive Introduction to Parenthood In the grand scheme of things, where we spend the first few days after the birth of a baby may not seem to matter much. If the baby is healthy, and we are healthy, what difference does it make? In an entire lifetime of love, education, and nurturing, what is the significance of those few days that the child will not remember anyway?

he answer is that for many mothers, it can be very significant. Although not essential, the period immediately after birth can set the tone for the beginning of our parenting journey. When that experience is negative, it can reverberate throughout those tender first years, setting physical and emotional obstacles we may otherwise not have needed to contend with. At Mayanei Hayeshua Hospital in Bnei Brak, the staff is acutely aware of this. From the moment the hospital opened its doors in 1990—that is, the doors to the labor and delivery unit, which was the first department to operate—the administration has dedicated itself to meeting the needs of mothers in Israel. In their first month of operation, 300 babies were born; in the past 27 years, the monthly average has increased almost fourfold. Despite the staggering growth, the small-hospital atmosphere among the staff—the calm, and family-like camaraderie—has remained. Mayanei Hayeshua prides itself on its commitment to medicine in accordance with Torah law; and this makes it a particularly comfortable option for religious and charedi patients. Recently, the hospital took on an extraordinary project to improve the conditions for women recovering from their births: the opening of a state-of-the-art maternity ward, designed by a woman who gave birth at Mayanei herself. Mrs. Rachel Zelvitz is an interior designer with a great deal of experience in public building design, including medical facilities, but by far the greatest expertise she brought to the table was that

of the births of her own children at Mayanei. “I normally begin planning the design only after I’ve interviewed the people who will be using the space,” says Mrs. Zelvitz. “I conduct a deep study of the nature of the space and the needs of its inhabitants and users, and then begin sketching. In this case, however, I immediately felt I had something to work with. Much of my work as a designer is to get inside the minds of the people who will be using the space. I already knew what it was like to be hospitalized postpartum, and the fact that I’m charedi myself means that I’m familiar with the needs and preferences of the majority of patients who come here.” Mrs. Zelvitz did not rely on her own experiences alone, however; she spent many days

wandering the halls of the department, interviewing mothers and their families, nurses, doctors, and even the janitors. “I asked the mothers to tell me their craziest ideas, to imagine situations where they could get absolutely anything they wanted in the maternity ward.” Mrs. Zelvitz took these crazy ideas and figured out how to implement them.

Privacy

“One of the things almost every mother emphasized was the desire for privacy,” says Mrs. Zelvitz. Giving birth is a very intimate experience-that leaves many women feeling exposed and vulnerable; this may be particularly true in the charedi sector, where there is a strong emphasis on modesty. Recovering

from the birth and getting to know your baby are just as intimate experiences, and it’s especially difficult to feel comfortable when there are strangers constantly going in and out of the room—but separated by a flimsy curtain. Mrs. Zelvitz addressed this need by designing foldable wooden partitions between the beds. “We also invested a great deal of thought in acoustics. The ceiling, the furniture and the partitions were designed using materials that absorb sound. This helps maintain a quiet atmosphere where mothers can rest, or speak privately on the phone or with their visitors without including everyone in the room in their conversations.”

Comfort & Aesthetics

New mothers need comfort while recovering from their births and figuring out how to care for their babies—especially when it comes to nursing, which may take up a large portion of the day after a baby is born. Mothers recovering from complicated or cesarean births especially have trouble getting comfortable and finding the right position for nursing. Mrs. Zelvitz designed armchairs for every room with this in mind. “We designed them specifically according to the requests of the mothers, we put it an order, received a sample armchair, and then we tested it in the maternity ward. Mothers volunteered to nurse their babies in the chair, and we made adjustments according to their comments and insights to achieve the best results.” “We placed a great emphasis on making it feel like a hotel. The flooring, the bathrooms, the cafeteria, the refrigerators and water dispensers in each room that can be used on Shabbat… we did everything we could to make the hospital stay more pleasant.”

A Jewish Atmosphere

The thought of staying at a hospital over Shabbat or a holiday may make some new parents feel anxious. Will there be a proper Shabbat meal? Will they be forced to violate Shabbat? Will they witness staff members violating Shabbat? As a charedi-run hospital, Mayanei Hayeshua offers a completely “kosher” environment to all its patients. They can rest assured that every medical decision taken has been approved by a halachic authority, and Shabbat is never violated on the premises. Mrs. Tzofit Meshorer, administrator of the new maternity ward, has worked as a nurse at Mayanei for 27 years. She recalls: “When I started working at the hospital, and I needed to take shifts during Shabbat, my father-inlaw of blessed memory really didn’t like that I was working on Shabbat. He was an Av Beit Din in Petah Tikva, and he was very concerned about violating Shabbat unnecessarily. I re-

DECEMBER 2017

cently discovered some of his correspondence with Rabbi Zicherman during that time, in which he asked about how the hospital is run during Shabbat. After he finished his research he told me I can work here with confidence that there really is nothing being done that conflicts with halacha.” “You can really see,” she goes on, “that at this hospital, they don’t adapt the situation to what halacha demands, but rather they build the entire system in a way that will work with halacha. For example, they never install technological devices that might be problematic on Shabbat; the call buttons for patients can be pressed on Shabbat with no problem, because they operate with air pressure rather than electricity! Every single detail is discussed with the rabbis, and there is no question left unanswered or ignored. What’s permitted is permitted, and what’s forbidden is forbidden.” “A while ago my daughter gave birth here and needed to stay over Shabbat,” she remembers. “She couldn’t believe that she was at the hospital. The atmosphere was completely Shabbosdik. Halacha was kept strictly and even the normal patients' chatter was more in the spirit of Shabbat. Not to mention the synagogue, the Kiddush made by the rabbi on Friday night, the festive food—unlike the cheese and omelet offered by most hospitals on Friday night. It’s a whole different world, and the funny thing is, is that someone who’s used to being here doesn’t understand what everyone’s so excited about; to them, it’s completely natural. But someone who is used to other hospitals falls over in shock run a topnotch hospital with a completely Jewish atmosphere.”

Nutrition

Good nutrition is a vital component of recovering from a birth. Mothers need hearty nutrition for their own recovery, and nursing mother are producing milk for their newborns—good nutrition is especially critical for babies’ healthy growth and development. No one’s mouth starts to water at the thought of hospital food—but at Mayanei Hayeshua, the administration is seeking to change that. The cafeteria is designed like a restaurant, small tables are covered with tablecloths and there is a bar with beautiful wood paneling.The cafeteria offers an appetising menu including succulent meats, tender chicken, and a wide array of salads, soups, and side dishes. “The

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

BIZNESSMAGAZINE

menu was designed by our dietitian,” explains Mrs. Meshorer, “and it is specially adapted to the needs of a woman recovering from labor.”

Nursery, Rooming In, or Somewhere In Between?

Some mothers insist on keeping their babies at their sides in the days following the birth, this facilitates healthy bonding and lactation. Some mothers, by contrast, prefer to hand the baby to capable professionals who can care for him while they, the mothers, rest and recover. And still, other mothers might not know which of these options would be right for them. In many hospitals in Israel, leaving the baby in the nursery is the default option, but “rooming-in”—keeping the baby with the mother— has increased in popularity in recent years. In most hospitals, you need to state your preference ahead of time, and you’ll be placed accordingly—sometimes in a department designated specifically for that option. At Mayanei, however, rooming-in (both “full” and “partial”) is an option for every mother in any department, and if whatever she chose isn’t working out for her, she can of course, change her mind.

Sensitivity, Warmth, & Guidance

The postpartum period can be a sensitive time, especially for new mothers. Aside from the dramatic changes taking place in a woman’s body post-partum coupled with the physical aspect of recovery from labour; adjusting to the demands of a newborn can be challenging and frustrating. Many parents report leaving the hospital with a feeling of helplessness— they had all the help they needed from the nurses in the hospital, but how are they going to manage at home, all by themselves? Mayanei Hayeshua addresses this need by providing close guidance and support for parents during their hospital stay. A lactation consultant makes rounds helping mothers get off to a good start with nursing; this can help head off many problems and frustrations that new mothers struggle with in this area. There is an instructional video available giving parents the basic information about caring for a newborn, but most importantly, the nurses and medical staff are more than happy to offer their support, guidance and encouragement. “One of the notable characteristics of the first few days postpartum is the mood swings,” says Mrs. Meshorer. “The postpartum period can be a bit of a roller-coaster. One minute she’s full of joy, the next minute she’s sad; she has tons of energy, then she has none; she wants to be with the baby, she wants to be left alone… in our maternity ward we are aware of this and remain on top of the situtation; we try to create the most supportive environment possible during this challenging time.”

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Health & Wellness I Chaim Sultan Founder of LIFT

The Training to End all Training

any of us want to move exercise up our priority lists, but somehow it never happens. We come up with myriad excuses: the gym is too far, I’m too tired, I’m too busy, I don’t know where to start… Chaim Sultan, a certified personal trainer, has heard it all and he’s bursting with energy and creative ideas. Although he’s been working with clients in Jerusalem, he’ll soon be moving to a bigger, brighter, and better studio in Ramat Beit Shemesh Gimmel— so get ready, Beit Shemesh, Chaim Sultan is back in town! What is LIFT? My company name serves a dual purpose; the first conveys the literal motion of LIFTING: bringing power to how we train. The second is an acronym for Life In Fitness Training. The idea is that fitness should be a functional part of your everyday life. Even if you don’t have “time” for a workout, you can change your daily habits by throwing a fitness mentality into the mix. It may sound overwhelming, but it really is a lot of fun to discover. What motivated you to enter this field? You mean other than getting to wear comfortable clothes all day and help yourself and others get fit – simply, the greatest job imaginable! On a personal level, when I was a kid I was a bit chubby and had a negative body image. I started dieting and exercising in 8th grade, and that’s when I fell in love with fitness. I continued training and exploring fitness ever since. The human body needs nurturing, and when it’s healthy, you just live better. Not to mention, I really enjoy teaching and learning from each of my clients. How would you describe your particular style or method of training?

I’d like to think that I’m sort of a fitness jackof-all-trades. There’s no type of workout that I wouldn’t try with a client – whether it’s strength training, HIIT, bodybuilding, posture work, or yoga. I’ve also developed more unique methods, like using ordinary towels for resistance training.The best body is one fit for whatever you can throw at it – we do whatever it takes! That being said, I do have a core curriculum for my clients, which I constantly adapt and refine. How do you keep your clients motivated? People are both complex and simple. Everyone has their unique take on life and reasons for being motivated or not. However, there are some recurring themes. For example, I recently had two clients with similar fitness agendas who both believed they were weak, overweight and without drive. After a few weeks, some praise and encouragement, some sweat and LIFT posture training, they realized just how

ABOUT CHAIM SULTAN Chaim Sultan is the founder of LIFT – a dynamic fitness training program. Chaim received his certification from Gymnasia Tel Aviv, the only institution in Israel to offer authorized TRX training. Chaim sees clients in their location or in his Jerusalem studio, which will be moving to Beit Shemesh. He can be reached by WhatsApp or phone at 054-884-9240.

strong and driven they actually were.Training is like a talk therapy in some ways, there is constant give-and-take in an honest conversation framework. What is your overall approach to personal training? Well, I’ll start off by saying what I don’t like: trainers who throw their agenda at you. I believe that power is from within and my aim is to cultivate that energy into pragmatic fitness. I also believe in working out with every client. As we train, we’ll discuss the principles behind what we’re doing, so you can learn to be a fitness master. My main objective is for the client to work out forever, to become his own trainer! To misquote a popular saying; it’s not enough to teach a man to fish (incidentally, a great source of protein) rather, he must become a fisherman if he wants to eat fish for the rest of his life and not quit after two months for summer vacation. How much does nutrition come into play in your personal training? We break nutrition into two main parts. The theory, like what carbs and fats are, and the practice, like not eating all the donuts. Obviously, the practical part is much harder to keep to and LIFT focuses on learning how to eat pizza occasionally but stay fit all the same. Actually, I’m eating candy right now – I love candy, and if you can burn it off, it’s not that bad as a quick energy source to aid in muscle recovery. Who did you learn from and how do you continue your fitness education? Over the years, instinct and experience have become my greatest teachers. Networking with other trainers, such as my buddy Moshe Richmond who is currently getting his masters in physical therapy, and online research are my main sources of additional information. The creator of P90X fitness program inspired me from a young age and I model some of my programing from him. Others, like posture experts from AthleanX and bodybuilders like Arnold Schwarzenegger have been vital in my gaining knowledge of the body and how to train it. Unique individuals helped formulate my ideas, like one of my first clients and good friend, Yoel Marmor or my Rabbi, Peretz Segal, author of Vagueness Vanquished, and a Rav at Ohr Sameach. Both my father and father-in-law have vast knowledge; they give me their time and wisdom and that keeps me going and growing, making it possible for LIFT to be what it is today. What advice do you have for someone who wants to get in shape? Start working out RIGHT NOW and love it! Just kidding, you can wait until you finish this article.

DECEMBER 2017

BIZNESSMAGAZINE

Health & Wellness I Interview I Leah Ester Zerbib Health and Personal Development Coach

The Intersection Between Emotional, Physical and Spiritual Wellbeing

eah Ester is a nutrition, health and personal development coach in Beit Shemesh. She draws on her background in herbal medicine, aromatherapy, laughter therapy and medical clowning to help her clients heal and thrive. Leah is currently developing a unique personal development workshop, incorporating her knowledge, skills and experience to help women discover and fulfill their full physical, emotional and spiritual potential in a safe and fun environment. We asked her some questions about her work and her plans for the workshop. How long have you been working in the field of nutrition and health? For the past 10 years I have worked in various health establishments, consulting on nutrition and proper use of vitamins, supplements and herbs. Four years ago, I opened a private clinic as a health coach. What motivated you to enter this field? I was inspired watching my mother adopt a healthy lifestyle as I grew up. She made her own yogurt, sprouted her own seeds, used only natural peanut butter, took vitamin supplements, and practiced yoga and daily meditation. Approximately 25 years ago, I was afflicted by a very severe case of eczema that Western medicine was unable to resolve. My doctors prescribed creams and ointments but none of them helped. Finally, I was referred to an herbal medicine practitioner who provided herbal remedies and adjusted them, until we saw results. It took a year to heal from the eczema, but after eight years of failed conventional treatment I finally found relief. What do you see as the intersection between physical, spiritual and emotional well-being? When someone comes to me with a physiological issue, there is usually an emotional

issue behind it. I develop a connection with my clients, and it helps me understand what is going on emotionally and spiritually which may be the underlying cause of their current physical ailment. To treat the physical ailment, I suggest a diet tailored specifically to the condition which includes a balanced diet and supplements. Sometimes I recommend a referral from their doctor to have blood work done, since it may be an imbalance in their system that is causing an emotional response. Perhaps they are stressed and overwhelmed by family life and work, or have unresolved fears and low self-esteem.

I believe happiness comes from gaining awareness through self-work. Having a more spiritual state of mind is essential to eliminating or alleviating these issues. As soon as we let go of our own will and ask for guidance and strength from Hashem, physical and emotional symptoms can begin to heal. Tell us about the workshop you will be running. I will be running a 10-session series entitled, “Body, Mind and Soul: Take Charge, Be Happy, Love Yourself!" The workshop will enable women to empower themselves and reach a sense of fulfillment in all areas of life. I will be offering a safe forum where participants can feel free to express themselves. There will be discussions and fun activities

Leah Ester Zerbib can be contacted at 052-265-0807 or healingbyleah@gmail.com.

that facilitate sharing and reflection. We will combine empathic, non-judgmental listening, laughter therapy, pair-sharing, music, movement and dance. I believe magic can happen in a truly open and honest atmosphere. I believe that ultimately, most individuals desire continual personal growth and seek out ways to achieve it. Sometimes life gets us down and we get stuck in certain areas. Through self-development and self-discovery, everyone can find within herself a gift waiting to be revealed. What topics will be covered in your workshops? I will share my personal journey as well as my knowledge drawn from the fields of medical clowning, aromatherapy and more. What, in your opinion, is the key to happiness? I believe happiness comes from gaining awareness through self-work. It is often a long and sometimes painful journey to self-discovery, but also a wonderful and fulfilling one. Being happy is not achieved by outside stimuli; external circumstances create momentary relief, but once they have faded, you find yourself trying to fill the void. True happiness means learning to love, trust, value and accept all aspects of yourself. How do you differentiate yourself from other consultants in the field? First of all, I love people and I have a natural ability for understanding them. I see who they are, and love helping them discover their potential. My treatment approach is holistic and on-going. I consider myself a "shaliach" of Hashem, a vessel that channels His healing power. Do you have any tips for our readers to improve their general well-being? First of all, be positive! A good attitude is the first step to a healthy lifestyle. Live today to the absolute fullest. Listen to your body; it knows what it needs Exercise; eat clean – avoiding sugar, processed foods and fat; and drink lots of water. I believe in the Rambam’s philosophy of moderation and try to apply it in all areas of life. Breathe, and relax! Don’t let everything get you down. Strive for happiness as you use every moment as an opportunity for growth. Try meditating; it’s very effective for achieving a calmer state of mind and developing your ability to be in the moment. Lastly, take charge of your health. Don’t be afraid to inquire beyond the conventional methods of treatment. It’s your right to take care of yourself!

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Health & Wellness I Dentistry I Expert

A Smile is Worth a Thousand Words!

By Dr. David Schlussel, DDS

hen I was younger, my brother had a sign hanging in our bedroom that read: “One Good Fist is Worth a Thousand Words.” As kids growing up, we thought that was very funny. Then I grew up, became a dentist, and my attitude to effective communication changed. I realized that you can catch more bees with honey than with vinegar. A warm, welcoming smile is worth so much more than a forceful hand. As the saying goes: “Smile and the whole world smiles with you.” In the words of the famous Phyllis Diller: “A smile is a curve that sets everything straight.” Your smile can change your attitude and help you appreciate what you’ve been given in life. Dr. Seuss said: “Don’t cry because it’s over, smile because it happened.” While they say: “The eyes are the window to the soul,” I believe the same is true about a smile. A smile is your unique signature or business card. That’s why I tell my kids, “When you meet someone, greet them with a smile

and you will make a great first impression!” A first impression is one that sticks in your mind. Before people even say a word, if and how they smile speaks volumes. They could be in a good mood or a bad mood; they could be happy to meet you or could not care less. ABOUT THE AUTHOR Dr. Schlussel maintains the highest levels of accreditation and pursues ongoing education to stay abreast of the latest dentistry trends. Dr. Schlussel’s professional associations include the American Academy of Cosmetic Dentistry, the American Dental Association and the New York State Dental Association.

Rechavia Dental can be reached at 02-561-9770 or through their website www.rechaviadental.co.il.

They could be brimming with self-confidence or they could be very self-conscious. Patients often request some work to enhance their smile. From simple tooth whitening to an advanced, complete makeover. The patient pictured on the bottom of the page (1 - before and after) told me that she hates her teeth. Whenever she smiled, she covered her mouth to hide them. She had a very lively personality but was was insecure about her smile. Once I completed her makeover, she could not stop smiling and showing her friends her improved appearance. The change doesn’t have to be as drastic. A high school senior complained that her teeth were yellow. Other than the color issue, her teeth were well shaped and positioned. After whitening, she was so happy she almost did cartwheels out of my office. For years after that, she couldn’t stop thanking me. The woman pictured on the bottom of the page (2 - before and after) had a combination of implants, crowns and bonding, none of which was to her liking. She was tired of going from

I ask my patients, 'If there is something you would like to improve about your smile, what would it be?' It’s amazing how many different answers I get. one dentist to another, looking for someone to bring back her youthful smile. After careful planning and meticulous attention to detail, I was able to do what was needed. She looked in the mirror, then looked at me and said “finally!” I ask my patients, “If there is something you would like to improve about your smile, what would it be?” It's amazing how many different answers I get. What would you like to change? Give us a call and find out how we can give you the smile you’ve always wanted.

2 Before

After

Before

After

DECEMBER 2017

BIZNESSMAGAZINE

Health & Wellness I Psychology I Expert

Fear of Fear Itself “The only thing we have to fear is fear itself.” As you sidestep the balled-up notebook paper strewn across the floor of your 15-year old daughter’s room on the night before a big math exam, or send off your son on his first (or umpteenth) shidduch date – flustered, self-conscious and sporting cold feet—you think Roosevelt’s wise words are the perfect motivator.Well,you really should know better. The eye-roll or icy stare you receive in response should be glaring evidence for that misapprehension. Quoting a great American president, or giving any advice at all for that matter, may not be the most sensible thing to do when your teenager is stressed out or under pressure. But while feeling anxious before a date, math test or dental exam is natural and justifiable, an anxiety disorder means that a person’s response to an event or experience—from vague and unsettling discomfort to debilitating fear and dread—is disproportionate to the magnitude of the experience, and can even manifest in real physical symptoms. Clearly, anxiety the emotion and anxiety the disorder, are two very different things. Almost everyone is familiar with the fight, flight or freeze response—a reaction to a stimulus perceived as an imminent threat to survival. But anxiety disorders lead sufferers to apply these adrenaline-fueled responses to regular day-to-day life. Even if a response originates from clear and present danger, the fear feeding this response doesn’t subside once the threat ceases to exist, and becomes increasingly present, constant or recurring, has a serious impact on daily life and interferes with a person’s ability to function. In today’s fast-paced and demanding world, forty percent of adults live with constant worry or stress. Anxiety is in fact the number one mental disorder worldwide, surpassing even depression. But despite its high level of treatability, the majority of sufferers never seek treatment. Dr. Sara Genstil, Ph. D in Psychology, uses the Intersubjective Systems Theory in the healing process for anxiety disorders. “Each individual’s perception of the world is based on experiences from early infancy and throughout life. This shapes their individual world view and is defined as their ‘organizing principles’,” says Dr. Genstil. “By investigating and understanding the dynamics of the systems that led

to anxiety, clients learn to isolate and strip the original “threatening” experience of its power. Unencumbered by the ghosts of past experiences, the client develops new and healthy organizing principles that will eclipse previous perceptions that mercilessly dominated their emotional thought and behavior.” Let’s imagine three-year old Binah running through the park towards her mother’s outstretched arms. Just before she reaches her mother’s embrace, Binah trips on the gravel and falls face-down in the dirt. Crying and shaken, with grazes on the palms of her hands and on her cheeks, the pediatrician sews a neat, straight row of stitches above her left eye. By next week, the stitches will be out. By next month, the superficial wounds will be gone. In a couple of months, the pink skin repaired by flawless suturing will change color. A hairline scar will remain forever, visible to no-one but Binah herself – but even she will eventually forget as it fades over time into nothing but a vague memory. As tangible and non-tangible elements of that day knit together, another deeper scar forms. The crunch and drag of the gravel. The smell of the dirt. And the fact that her mother had been just inches away but couldn’t pre-

ABOUT Dr. SARA GENSTIL, PHD Dr. Sara Genstil, PhD, is a seasoned psychologist with over 35 years of clinical experience. Dr. Genstil provides counseling for individuals, couples and families. She has experience working with clients both privately and through organizations such as The Ministry of Defense and National Insurance, working with terror victims and their bereaved families. Dr. Genstil is a member and presenter for the International Association for Psychoanalytic Self- Psychology.

Dr. Sara Genstil can be reached at 052-260-9087 or through her website www.therapistjerusalem.com.

vent her fall. These will form a perception of the world that Binah will carry with her into adulthood. This perception can define how she feels and behaves when she has to cross a gravel parking lot to get to work, or take her own children to the neighborhood park. If Binah doesn’t process and label her childhood experience in a healthy way, she could develop unjustified fears that translate into avoidance of certain situations altogether or taking unreasonable precautions to prevent the danger associated with the experience. Dr. Genstil emphasizes that her treatment model for anxiety has a beginning, middle and end, throughout which she and her client team up to work through the issues together and witness a process of change. Using guided imagery, dream analysis, empathy and clarification of a client’s subjective world, Dr. Genstil helps clients dig down to their internal bedrock and unearth the life experiences from which their anxiety stems. Although they appear in many guises, anxiety disorders all follow a pattern of how a person responds to their perception of reality as defined by past experience. Panic disorder is characterized by brief or sudden attacks of intense terror and apprehension that often lead to hypervigilance—interpreting any change in normal body function as a life threatening illness. Phobias are fears and avoidance of an object or situation even if the fear has been acknowledged as irrational. Characteristic elements of Obsessive-Compulsive Disorder (OCD) are repetitive, distressing and intrusive thoughts or actions, and while sufferers usually know that their compulsions are unreasonable or irrational, they need them to alleviate their anxiety. Post-Traumatic Stress Disorder (PTSD) results from previous trauma such as military combat or a serious accident. But no matter what form the disorder assumes, Dr. Genstil’s treatment model remains the same: “Replace old perceptions of the self and others with new perceptions, and you change the derivative emotions and behavior.” Whether the problem is chemical or emotional, the most effective treatment in the long-term starts at the root. In the longterm, the model helps reduce anticipation of possible future negative events, curb feelings of worry and nervousness, and lessen fear of lurking danger, enabling clients to gain a sense of well-being and control. “Anxiety is not about living in the past. It’s about feeling and fearing the past,” says Dr. Genstil. “We need to learn how to carry or shed the load that’s weighing us down in order to move forward.”

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Health & Wellness I Interview I Yaakov Avraham Nutrition and Weight Loss Coach

Change Your Habits, Change Your Life During Succot of 5775, Yaakov Avraham’s son took a photo of his father. Yaakov weight 135 kg at the time, and when he saw how he looked in the photo, he made a promise that by next Succot, his son would have a thin, healthy father. With G-d’s help, he made good on his word; the following Succot, he weighed 85 kg!

nspired by his success, Yaakov decided to apply his experience and knowledge to help others struggling with obesity. He studied coaching and group facilitation for weight loss at Rachel Stiklaro College, and upon receiving his certification, he opened Harzaya Im Bitahon (“Weight Loss with Confidence”), a men’s weight loss center where he helps individuals and groups achieve their goals. We interviewed him about his methodology and philosophy on overcoming unhealthy habits and establishing a healthier mindset. How do you help your clients change their attitude toward dieting? My goal is twofold: to help clients internalize tthat their current lifestyle is not conducive to healthy living and isn’t going to lead to a better future; and to show them how to form better thought patterns and habits around food that will help them live better. I introduce clients to a wide range of practical techniques and tools that can help them change their behavior and thinking patterns. For example, I might suggest buying a nice Shabbat shirt in the client’s target size, and trying it on every Shabbat until it fits. That gives him a very concrete motivation and a tangible way to experience his progress. When a client comes to you for weight loss, where do you begin? First, the client fills out a questionnaire that helps us assess his situation, and based on the results, we set our goals and discuss how to achieve them. Of course, we take some baseline measurements—current weight and waistline.

How often do you meet with your clients and what’s the goal of the meetings? We start out with an hour-long meeting twice a week, and then switch to once a week. We use these sessions to discuss how it’s going, make adjustments as necessary, and help clients stay on track. Of course, I am available by phone most of the day and my clients are welcome to call and consult with me. Tell us about your approach to eating habits. My approach is to teach clients how to control their habits and establish new behavior patterns. We explore together why the client is holding on to counterproductive habits, and try to identify the obstacles he faces in losing weight. We work on cop-

We explore together why the client is holding on to counterproductive habits, and try to identify the obstacles he faces in losing weight.

ing with the fears and challenges that arise from the unhealthy relationship the client has with food, clearing the way to personal development and growth. We introduce techniques that weaken the unhealthy habits and reinforce new, healthier habits. How do you feel about restricting unhealthy foods? On the one hand, it’s good to restrict consumption of unhealthy foods. On the other hand, people struggling with obesity need to understand that even foods that are considered healthy must be consumed in moderation, because there is such a thing as “too much of a good thing.” Why is it important to drink water when trying to lose weight? Drinking water is the greatest gift Hashem gave us! Keeping hydrated helps us feel full, preventing overeating; it helps preserve young-looking skin; it promotes healthy digestion, blood circulation, and metabolism; it’s rejuvenating, etc. Tell us about a client’s weight-loss success story. A 30-year-old man came to me in a tough situation. He was single, couldn’t get shidduchim, and suffered from health problems— high lipids in the blood and liver. We started a treatment regimen and he achieved immediate results. Within two months he lost 15 kg and started going out on shidduchim. He tells me he received many compliments and his life changed for the better. What is the most important principle you have learned in your business? The trick is to find strength in the challenges; to keep moving forward, and use what you have learned to thrive. With such a good understanding of the effect food has on the body, do you ever reach out for a treat? Yes, of course! Treating yourself is not forbidden—in fact, enjoying special foods on Shabbatot, chagim, and other special occasions is something we work into the plan.

Yaakov Avraham can be reached at 052-446-6090 and 077-401-2475 (Office).

DECEMBER 2017

BIZNESSMAGAZINE

Health & Wellness I Freyda Weis Speech Therapist

Not Just Talking the Talk: Al-Peh’s Movement to Promote Oral Motor Speech Therapy in Israel From Aristotle to Rabbi Yehuda HaLevi, philosophers have long hailed speech capability as the skill that separates humans from animals. Clear, eloquent speech is a powerful skill, crucial to achieving success in many professions and roles in our society. It’s easier for some than for others.

here are myriad reasons why a child might develop a speech impediment or pathology. Some children mispronounce sounds because of a hearing or auditory processing issue that makes it difficult for the child to know what the sound is supposed to sound like. Other children have cognitive or psychological issues that affect their ability to speak clearly and confidently. Most speech therapists in Israel tend to work with clients on the cognitive-linguistic level—practicing language skills with their clients, enriching vocabulary, etc. The problem is that there is another, very common reason why children have trouble speaking clearly—a reason that is often ignored or neglected in Israeli institutions. Speaking is a complex fine motor skill. It requires around 100 muscles in the face, lips, neck, chest and tongue to make very precise movements in perfect harmony. Some children, particularly those who suffer from other disorders that affect muscle tone and fine motor movement (such as Down Syndrome and Cerebral Palsy), have trouble speaking clearly due to a challenge that is strictly physiological—not cognitive or linguistic. Freyda Weis (MSci) is a speech pathologist who specializes in oral motor therapy. Trained in the USA, she was dismayed to discover how little regard speech pathologists had for this field in the clinics where she worked. She witnessed countless patients coming in once or twice a week and making very little progress as their therapists addressed only the linguistic aspects of speech and neglected the motor aspect. She saw the same issue in rehabilitative preschools and day cares where children received speech therapy as part of their normal curriculum. “Kids can acquire linguistic skills in so many other contexts,” says Freyda. “If it’s just a matter of listening and practicing speech, they can do that with their teachers or with their parents. Speech therapists are supposed to be able to identify and address the root issue of the pathology.”

It’s not that there isn’t much to do about oral motor problems, either. Freyda had learned how to use a wide variety of tools that help individuals improve their jaw, lip and tongue strength and control in the States; but there was a surprising dearth of such tools available in Israel. She needed to direct clients to order tools from the US, and none of them did so. Seeing the dire need for more information and tools in this field, Freyda founded Al-Peh as a resource for all oral motor therapy in Israel. “The way I see it, it’s not just a business—it’s a movement,” she says, “to promote the study and practice of oral sensory motor therapy in Israel.” Aside from her clinical work with patients, she imports dozens of oral sensory tools unavailable anywhere else in Israel, and offers workshops, training courses and other resources to therapists and clients. Therapists also call or email to consult her on this area of expertise. Some of the courses and workshops she teaches herself; for some, she flies in experts from the US. Originally, the workshops

ABOUT FREYDA WEIS Freyda Weis is a Jerusalem-based speech therapist. One of Israel's few experts on Oral Facial Myology, Freyda's methods target the root source of each individual's difficulty, to help gain an improved quality of life. Freyda is available for private treatment of speech and swallowing issues in the Jerusalem area. She can be reached at 052-5287-726

were intended for therapists only, but parents of children with speech issues started coming as well—because the therapists treating their children were not addressing the motor aspect of their child’s problem. Oral motor therapy isn’t just about speech, either. Individuals with motor-related speech pathologies often experience difficulty feeding, chewing and swallowing. For this reason, oral motor therapy can also be beneficial to children who aren’t even close to speaking age yet. Infants who experience digestive discomfort or low weight gain are often diagnosed with colic, allergies or other digestive issues, when in fact, the problem might be caused by a motor problem—weak suck reflex, for example, or difficulty coordinating sucking, swallowing and breathing. Freyda is one of the only speech therapists in the country qualified to work with preemies on feeding issues. Freyda points out that in the United States, speech pathologists need to take a certain number of CEUs (continuing education units) to maintain their licenses. This is not true in Israel. “This is a field where you need to constantly update and enrich your knowledge,” she says. “There is always more to learn, and the more you learn, the more your patients benefit from your knowledge and skills. It’s a paramedical field; our job is to help people. How can we help them if we don’t have the skills?” In light of this, Freyda urges parents to learn about their child’s problem and find a therapist who has the right specialization. Not all speech therapists available through HMOs or institutions specialize in the relevant fields. Sometimes what the HMO or institution will offer is helpful to the child, but oral motor therapy is also necessary. Freyda is happy to offer private supplementary therapy in such cases. Freyda also urges parents to take an active role in their child’s speech therapy,continuing the work at home. “At the end of the day, we are all united in the same goal – helping the child thrive.”

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

MEDICAL pedicures Comprehensive treatment of all foot conditions, including: Toenail fungus Ingrown toenails Warts Calluses Stress-relieving foot massage Vast experience with diabetics WE COME TO YOU! HOUSE CALLS AVAILABLE

Nava Pasha 058-499-9149

TRUST • FOLLOW-UP • ONTIME FLEXIBLE APPOINTMENTS • FLEXIBLE PAYMENTS • GENERAL DENTISTRY • WHITENING • COSMETIC RESTORATIONS

Great gift idea!

THE “OLDEST” DENTAL PRACTICE IN RBS A ... THE “NEWEST” DIGITAL EQUIPMENT.

Treat your wife, mother-in-law, ganenet...

relaxation and rejuvenation

054-335-5289

Licensed

Dr. Ari Stern Special for the month of January-bring a friend and receive both massages half price-with mention of this ad

02-999-6046

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

drstern@neto.net.il

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

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 Esther Miller Flowers 02-537-3226, 053-524-7918 estermiler@gmail.com 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 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 Lehava Orchestra 052-263-1597

Mebereshit Band 050-257-5273 mb05052575273@gmail.com Menachem Herman Band 02-991-8314, 053-315-0624 menachemherman@gmail.com Moti Hecht Minhag Yerushalayim Band 052-717-0004 motiht@gmail.com. Ruach Hakodesh Band 054-943-6343 israelweddingband@gmail.com Yosef Chaim Shwekey Music 052-433-9353 WEDDING GOWNS & FASHION Bellisima Boutique 02-500-4603 Demiss Designer Hat Store 052-713-0185 Einit Eyewear 02-500-2050, 02-991-8111 Eti Melar Gown Rentals 050-419-4374 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 Artist Specializing 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 Elianna Gasner Makeup Artist & Hair Stylist 052-362-8463

Hair Removal by Rachel Leah Dubovick 02-999-5925, 050-275-5567 Ita Fischer Wigs 02-581-6562 office@fischerwigs.co.il Or Barashi Bridal & Evening Makeup 050-925-4106 Princess Spa & Cosmetics 072-222-4022 sarit472@gmail.com Ralph Wigs 054-578-8523 Shaindy Wigs 02-652-3010, 052-763-7425 Tagless Wigs Consignment Shop & Wig Outlet 058-402-4200 taglesswigs@gmail.com Tova Rena Makeup Artist 052-768-3629 Wigs by Ali 058-445-6476 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 v5354345@gmail.com Zvi Hager Jewelry 054-499-9402

SIMON

It's Not a Party Without Balloons! SIMON

Custom-made balloons for every occasion Chava Simon 052-767-1819

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

Eyelash Extensions Starting at 300 NIS

054-330-5821

Lia Ciner

MO BI LE MA K E UP & E YE LA S H E XTE NS I O NS

SIMCHAS

REAL ESTATE

AUTOMOBILES

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Real Estate

YERUSHALAYIM Alef Nadlan 052-681-9320 Angel Realty 052-458-8716 Babayoff Realty 052-620-1986 Beit Hillel Agency 054-770-1142 Divine Realty 050-367-2527 Gabbai Real Estate 052-614-1442 Galia Real Estate 054-446-3831

Goldreich Realty 050-382-0610 Home Run Properties 054-577-7509 Igud Nadlan 054-737-1333 J-Realty 050-989-4078 Jerusalem Luxury Rentals 054-546-7330 Judith Ben Avi Real Estate 050-440-9999 King Properties Jerusalem 054-203-8300 Nechasim Massets 050-960-0488

Reshet Tivuch 054-216-0203 Ruben's Real Estate 054-634-5582 Simcha Realty 050-414-2824 Sotheby's Realty Israel 058-626-6426 Tehilla Agency 054-844-3004, 052-545-1040 Tzion Apartments and Vacation Rentals 054-546-7330 Yam Nadlan Real Estate 02-678-1717

BEIT SHEMESH Alon Central 054-758-7673 Century 21 054-572-0391 Gila Gershenfeld Real Estate 058-766-1653 Hagefen Realty 054-639-3924 I.L.A.N Estates & Investments 077-410-8011 JS Realty 054-451-3847 Lemkin Realty 052-644-4588

Mishkenot Realty 052-760-3000 Nadlantown Realty 052-896-6807 Neria Real Estate 050-294-4486 Psagot Nadlan 050-414-0996 Rachel Realty 052-761-7468 Rimon Realty 02-999-1000 Shoshana Weis Realty 050-436-7797 Yossi Lipsh Realty 052-396-0551

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Real Estate I 360dira

The Israeli Real Estate Market Is About to Be Transformed Here's How You Can Take Advantage

irtual Reality (VR) technology has been developing at a breakneck pace in recent years. Forbes Magazine’s R. L. Adams recently explored some of the ways the application of this technology to various markets will change our lives—and listed real estate as the #1 market that’s about to be transformed by VR. “Much of the real estate industry and remodeling industry are founded on the need for conceptualization,” he writes. “Clunky software and showroom or in-home tours are used as selling tools to help convince people to buy or remodel something. But, imagine a world where the ease of conceptualization is increased thanks to the visual power and lifelike realities presented by VR headsets.” In today’s world, real estate agencies invest huge amounts of time, effort, and money into matching the right properties with the right buyers. Agents often need to schlep different people to apartments over and over again, who never end up signing, or spend hours on the phone attempting to describe properties to people who will take one look and know immediately that it’s not for them. Selling apartments can be thankless work and involve countless dead ends. The situation gets even more complicated if the property in question is actually being lived in, as getting it in shape, making sure it’s presentable and coordinating with tenants every time an interested party wants to see it can be a huge headache. At the other end of the equation, property seekers also often have to deal with unending challenges and frustrations in their quest for a home. In Israel specifically, the situation is grim; in a recent Knesset debate on the state of the rental market in Israel, MK Stav Shaffir described the market as a “jungle,” “messy, chaotic and lawless.” And when someone wants to buy a property in the Holy Land from abroad, such as when they’re making Aliyah, for example, the challenges can

3D scanning and true dimension mapping recreates the space for you to tour on your smartphone, tablet, computer, or Virtual Reality headset multiply. Most people don’t have the time or money required to make a pilot trip that will enable them to search for the right home and neighborhood. So, they often end up having to rely on photographs or video tours of the properties and hoping that the homeowner is being honest and transparent—which, unfortunately, is not always the case. But VR has the potential to change all that. Thanks to 3D scanning and “true dimension” mapping technology, it’s possible to recreate a space on a computer screen, mobile device, or VR headset, so the potential buyer or renter can “walk through” and look around the property as though he were actually there. Unlike photographs and video tours, 360° 3D virtual tours allow viewers to control what they see, so they can really focus on the details that are important to them.

As an additional bonus, the technology records precise measurements of the property and creates an accurate floorplan with exact measurements. This saves the homeowners the extra money and hassle of bringing in a professional appraiser to measure the property and draw up a floorplan. If you’re thinking Google Street View then you’re on the right track, but what we are describing is actually a huge step beyond 360° Google photos. Virtual Reality tours with 3D true-dimension mapping can’t be captured by any smartphone or Google-Street-View-360°enabled camera purchased from Amazon. 3D virtual mapping requires innovative equipment based on cutting-edge technology that uses infrared scanning to collect 3D data to actually map out and capture a space with all its dimensions,

effectively “recreating” it for the viewer so that the content can be experienced in the total immersion of virtual reality. All this may sound like it’s decades away, but one Israeli start-up, 360dira, is already applying this technology to revolutionize the Israeli real estate market. They provide an online platform where real estate agents and homeowners can list their properties and offer a complete 360° 3D virtual tour. Instead of dealing with the endless parade of showings, the agent or homeowner can bring in the 360dira team for just one day to scan and map the property, and then send any potential buyers to that property’s page on the web portal at 360dira.com, where they can tour the property from the comfort of their homes. Only when a potential buyer is truly interested would they come to see the property in real life. The VR tour on the 360dira website can be used in a number of ways: 1) You can use your computer mouse, or touch screen on a mobile device, to move through the property yourself; 2) You can press “play” on a pre-recorded virtual tour, and then just sit back and watch as you’re lead around the house. You can press pause and “look around” at a room or a feature in more detail at any time; 3) You can use the “dollhouse” or “floorplan” view to zoom out and look at the whole property from above or from the side, rotating it in any direction to see its exact layout—a perspective that’s not even possible to see in real life! If you really want to get as close to walking through the property as you can without actually being there, there’s also a setting that allows you to use your smartphone with any standard VR headset, such as Google Cardboard or Samsung Gear. Another disadvantage of not being able to visit a property in person is missing the chance to see the neighborhood. 360dira plans to offer a solution for this, too: a neighborhood “drive-through” using drone footage, which will complement your Virtual Reality tour of the property with a comprehensive view of its surroundings, as well. Forbes mentions a few companies that are already taking advantage of this technology for real estate. REA Group, Australia’s largest real estate web portal, found that potential buyers are 95% more likely to call when the listing includes a 360° 3D virtual tour. Other research has shown that online engagement increased by 300% when the listing includes a 360° 3D virtual tour. These numbers are

DECEMBER 2017

impressive, and reflect the fact that the chances of closing a deal are much greater when properties provide a 360° 3D tour - and that’s true even when potential buyers are searching for property in their own country. When this technology is applied to real estate in Israel, where tens of thousands of people worldwide begin their apartment search from

Zooming out with 360dira's "Dollhouse View" gives you a unique perspective on the layout - better than real life! many miles away, 360dira believes that the jump in online interest could be many times greater. In 2016 alone, 27,000 new citizens moved to Israel, a number that is expected to increase in the coming years. In addition to purchases made and rental contracts signed by new olim, a further 3,000 apartments are purchased in Israel each year by non-citizens, and thousands of rental contracts are signed by young couples and students looking to spend a year or two in the holy land. There is no question that 360° 3D virtual tours will completely change the way people search for real estate in Israel. Most companies in the US charge a hefty fee for the service of creating and maintaining 3D virtual tours, given that the technology is still quite expensive; but 360dira is so confident in their service that they are currently providing it free of charge for a limited time to select real estate brokers and upscale property owners, to let them see for themselves just how much time

BIZNESSMAGAZINE

and money it will save them and how much it will impress their clients. Smaller real estate agents and property owners who can’t afford to pay for the service directly can pay only if and when the property is sold or rented through the use of 360dira’s virtual tour. This is an amazing opportunity to get a taste of what this technology can do for sales. Showing your property to potentially hundreds of clients who otherwise wouldn’t be able to see it is one of the main benefits of 360dira but there are other benefits too. 360dira believes that their virtual tours will also save real estate agents a fortune in advertising, as the website will help bring them more potential buyers, thanks to the company’s investment in advanced search engine optimization and marketing campaigns abroad. The website itself has advanced search options. Beyond standard criteria like price, location, and size, 360dira’s innovative and user-friendly website will also enable users to search according to the features that are most important to them. If they want to know if there’s room for a succah, if the property has a private entrance, solar heating, handicapped access, a Shabbat elevator, if it’s newly renovated, or has an option to expand— with the click of a mouse users can filter listings according to all of these preferences, and more. Additionally, the website will be available in five languages, including English, Hebrew, Spanish, French and Russian, and will be locally marketed in Jewish neighborhoods around the world. 360dira is aiming to become the global onestop shop for anyone looking for property in Israel. As the site develops, they hope to offer a comprehensive listing of all the different types of housing available, including properties for sale, rent or investment, as well as vacation homes. Virtual reality technology is going to revolutionize the way people buy and sell real estate around the world, and in Israel, 360dira is leading the way.

360DIRA IS HIRING! You are invited to join 360dira’s real estate revolution. Whether you are a seasoned broker, real estate developer, individual agent, or just interested in making income in the real estate industry, 360dira invites you to join the team, and to share in this amazing opportunity to get in on a growing industry at the ground floor. Many positions and partnership opportunities are available. Email: join@360dira.com or call 077-DIRA360 (3472-360) 360dira is also looking to hire translators for Hebrew, French, Russian, and Spanish; content writers; phone representatives; VR photographers (no experience necessary but technical knowledge required), a business administrator; and more. Please send your cv to: cv@360dira.com

360dira.com

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Real Estate I Dovid Preil Founder and Manager of Citadel Holdings

Know Your Gains From Your CAP: Real Estate Lingo Defined So, you’ve been thinking about investing in real estate. You have friends and family who have made very nice returns; why shouldn’t you get in on the action? You start researching online and talking to people “in the business” and immediately realize that you have to learn an entirely new vocabulary. Even after googling all of these new terms, you’re still not sure if you should focus on the cap rate or the IRR (or maybe the MIRR). To help flatten the learning curve, let’s start by discussing the cap rate.

he cap rate (short for capitalization rate) is a metric which measures the ability of the real estate to produce money on an annual basis. For example, say that Chaim wants to purchase a property for $1,000,000. This property has a tenant whose annual rental payments equal $100,000. So, Chaim goes ahead and buys the property expecting to make 10% on his investment. Unfortunately for Chaim, he has failed to account for several expenses. Every year he has to pay insurance on the property. Every year he has to pay property taxes. From time to time, Chaim needs to dip into his cash flow to make minor repairs. After a year of owning the property Chaim calculates that he’s only made $80,000. Chaim’s mistake is neglecting to factor in regular operating expenses. Had Chaim been more experienced, he would have deducted all these expenses in his initial assessment and realized that he was actually purchasing the property at an 8% cap rate. What expenses are typically reduced from the annual income when determining the cap rate? Standard real estate expenses include repairs and maintenance, property taxes, management and mortgage payments. One has to consider if these detract from the capitalization of the property. The simple answer is: any expense which one would have to pay if he were to purchase the property in cash and manage it himself is deducted from the “income” part of the calculation. In a standard deal, one deducts property taxes, maintenance, insurance and (possibly) capital reserves. One does not deduct management fees or mortgage payments. This is because management services and a mortgage are not required in order to own a property and many people purchase properties “cash” and

manage it themselves. Taxes, insurance and maintenance are standard expenses that everyone needs to pay and, therefore, do reduce the income. These expenses are called “operating expenses” because they are expenses that the regular operation of the property requires. Once we subtract the operating expenses from the total revenue, properly called the gross annual income or GOI, we will have the net operating income, or NOI. The NOI is used to determine the cap rate. In fact, the formal definition of the cap rate is the book value (or sale price) divided by the NOI. Hence, after deducting the operating expenses ($20,000) from the GOI ($100,000) Chaim can determine that his property has an NOI of $80,000 and a cap rate of 8% (80,000/1,000,000). So now we know what the cap rate is and how to accurately calculate its value. Does this mean that one should simply look for properABOUT DOVID PREIL Do you have any questions about this article or any other Real Estate related matter? Email us at: questions@citadelholdings.ch.

Dovid Preil is the founder and manager of Citadel Holdings, an international Real Estate Investment Firm.

He can be reached at 054-844-1578 or at dovid@citadelholdings.ch

ties with the highest cap rate and buy them? If only it were that easy. Perhaps the cap rate is very high because there are problems with the property or local market that have driven down the price of property. If the property were to be in an area in which middle-class families were leaving and crime and unemployment were rising, the owner would be very eager to get rid of his property. Instead of selling for $1,000,000, he’d be willing to let it go for $800,000. With a purchase price of $800,000 the cap rate is 10%, much higher than the 8% it was previously, but if the neighborhood continues to fail, the property will continue to lose value as tenants won’t want to rent there and potential investors won’t want to buy the property. Worst case scenario for Chaim is that he ends up with a property that no one wants to rent out and no one is willing to purchase. He may have made an extra 2% on his money initially, but he stands to lose his entire principal investment. So how does one use the cap rate? When considering a new property, we always compare the cap rate to that of similar properties. For example, if we are assessing a Class A retail property in Daytona, Florida, we will compare its cap rate to the average for Class A retail properties in Daytona, Florida (or similarly sized markets in the general vicinity). If the cap rate is lower than the market average, it probably means that the owner wants more than the fair market value for his property and there isn’t much to do with the offer. If the property is priced at the average market value, and the numbers and other various parameters are strong enough, we will consider the offer. If the cap rate is significantly higher than what the market is currently offering, things get interesting. There can be several reasons why a cap rate is higher than the overall market. The

owner may be pressured to sell, and this really is a unique opportunity. Oftentimes there are problems, either with the local market, a tenant or the building, that reduce the value of the property. In this situation, not only is the property value at risk, even the cash flow is questionable, as the current rent rolls are, often enough, not sustainable. These situations require an experienced professional to be able to assess the true potential of the property and weigh the risk against the reward. Sometimes you’ll see the words “pro-forma” before the cap rate. This is usually used when a property is not fully rented out and the seller or broker has calculated the cap rate as if the entire property is 100% leased. It is a way to illustrate the full potential of the property, but does not reflect actual current returns and requires the necessary experience to fully capitalize the property. Whenever we encounter a potential special opportunity we don’t move forward without determining the reason for the reduced asking price. In summary: the cap rate should be used to gain an initial impression of a property compared to similar properties to determine if the deal is a bad one, an average one, or a unique opportunity which may require some degree of work and knowhow. Another use of the cap rate is to estimate the value of a property at the time of sale. This is sometimes called the “terminal cap rate” which means the assumed cap rate at the time of sale. In rising markets, cap rates fall. In falling markets cap rates rise. To illustrate this point, let’s revisit our previous story. Chaim bought the property for

What expenses are typically reduced from the annual income when determining the cap rate? $1,000,000. The NOI at the time of purchase was $80,000, so the purchase cap rate is 8%. A few years later the property is still producing the same $80,000 but property prices in this area have fallen 20%. The property that Chaim bought for $1,000,000 is now worth $800,000. The NOI is still $80,000, as rents and other expenses have remained stable. Now the cap rate is $80,000/$800,000 or 10%. Cap rate expansion, or the rising of cap rates, causes real

DECEMBER 2017

estate to lose value. On the flipside, if property prices rise by 20%, the cap rate of the building would be 6. 67% (800,000/1,200,000). Cap rate compression, the lowering of cap rates, results in real estate owners profiting. So how should one factor in cap rate movement in creating targets and models? It would certainly be overly aggressive to assume the property that one bought today at a 12% cap rate will sell in three years at a 6% cap rate, but

BIZNESSMAGAZINE

can affect the NOI in two ways: changing the rent and changing the operating income. For example, if one raises rents this will raise the NOI because there is more money coming in. Another way to positively affect the NOI is by reducing operating expenses. We have a partner who entered into a deal with certain targets in mind. After two years, despite persistent softness in the rental market which prevented him from raising rents, he was unusually successful in reducing operating costs, thereby increasing the NOI by the same margin that he had originally planned to achieve by raising rents.

An important factor to consider when assessing potential investment properties is how rents compare to market rates and if the current contracts include rent increases over time

in strong markets it’s not unreasonable to assume a slight increase. At Citadel, we prefer to model our projections on the assumption that cap rates will remain stable. We will calculate several outcomes to know what to expect, but prefer not to base an investment on the assumption that the market will treat us well. Another common application of the cap rate is to determine the impact of changing rental prices on the property value. We have already illustrated what happens to the cap rate when the property value changes, a change which is very much out of our control. There is another variable which is much more in our control: the NOI. A real estate owner

Let’s go back to our example of Chaim the real estate investor. Chaim bought a property for $1,000,000 at an 8% cap rate. Through clever negotiating and generally positive market conditions for rentals, Chaim was able to raise the rents so that the NOI is now $100,000. Assuming the general market remained stable and the going cap rate on such properties is still 8%, the property is now worth $1,250,000 (100,000/1,250,000=8%). Raising the rents by $20,000 netted Chaim an additional $250,000 in value (a 25% gain!). Even if properties had lost value and the average cap rate was 9% at the time of sale, Chaim would still net over $100,000 profit on the property because of his improvement of the NOI. As we can see, an important factor to consider when assessing potential investment properties is how rents compare to market rates and if the current contracts include rent increases over time. This is not just for the additional monthly income; an increase in income creates an increase in property value. This is the one of the secrets to getting rich through real estate investing. These are just a few of the basic ways that one can use the cap rate to make a more informed decision in your real estate investing.

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Real Estate I Law Expert

Eviction of an Uncooperative Tenant Navigating the Israeli court system is challenging for anyone – even natives. Advocate Yaakov Cimerring steers the Anglo landlord through the accepted practices and measures they may have to take with recalcitrant tenants. By Advocate Yaakov Cimerring of Cohen, Decker, Pex & Brosh Law Associates

s those who rent out property in Israel are well aware, the myth of the all-powerful landlord (lessor) and the poor, defenseless renter is more fiction than fact. In some ways, the typical renter is better protected than the typical lessor. If the landlord tries to raise the rent without prior warning, consistently refuses to perform routine maintenance, and/or denies necessary emergency repairs to the infrastructure, the renter can direct effective complaints to a number of addresses. But what happens if the renter proves uncooperative i.e. consistently refuses to pay the rent or intentionally damages the property? There are, of course, many types of tenants who (as the most common type of non-compliance) refuse to pay the rent. There are tenants who purposely plan to stop paying rent after a certain time period, relying on the inefficiency of the eviction and debt-collection process to aid them. There are renters who encounter unexpected financial difficulties and are too embarrassed to have a productive discussion with the landlord in order to negotiate their rental payments. Instead they avoid their landlord and only make the problem worse. There are minor clashes of culture, personality and language that end up escalating into a spiteful refusal to comply with the terms of the lease.

Landlord Attempts to Deal with Non-Cooperative Tenants

The common denominator in all the above cases is that once the tenant refuses to cooperate, it’s practically impossible for the landlord to remedy the situation on his own. And very few, aside from attorneys specializing in real estate

law, are willing and qualified to help. Without the aid of a lawyer, the lessor’s recourse is fairly limited. He is forced to negotiate from the position of an underdog, because even the most intransigent of tenants is protected from eviction until the end of the rental contract. As far as the police are concerned, the property belongs to the renter for the duration. A lessor who attempts to evict a tenant by force in order to reclaim his property and recoup his losses is likely to face legal consequences. A typical eviction process may drag on for months on end, with the lessor losing money in the interim. Both attempts to negotiate with the tenant

ABOUT YAAKOV CIMERRING Attorney Yaakov Cimerring currently manages the Corporate & Commercial Department at Cohen, Decker, Pex & Brosh law offices. He prepares commercial contracts along with investments and cooperation agreements. Additionally, he provides legal counsel on various commercial issues and assists our clients with their real estate transactions.

Cohen, Decker, Pex & Brosh Law Office Since its establishment in 2012, Cohen, Decker, Pex & Brosh Law Office has grown exponentially in reputation, staff and clientele. They practice in all civil law areas, including litigation, commercial law, contracts, labor law and legal consultation, with a specialization in Israeli real estate and immigration law. They can be reached at 02-990-3180 or through their website www.lawoffice.org.il.

and to contact the relevant authorities are more difficult for those whose knowledge of Hebrew is limited or who do not permanently reside in Israel. Furthermore, difficulties in communication increase the likelihood of uncooperative behavior on the part of the tenant. In this case, the uncooperative tenant is on “home turf” in more ways than one, and can draw out the eviction process interminably. All while the landlord suffers the multiple problems of missing rent, being held responsible for the various bills the apartment accrues (water, electricity, gas, vaad bayit, arnona), as well as any damage to the apartment caused by the tenant.

The Eviction Process

The remedy is a relatively little-known procedure called, “a claim for the eviction of an unprotected tenant.” This process may take as little as 30 to 60 days. In English-speaking countries, this is sometimes referred to as a suit of “unlawful detainer.” Once a lawyer submits all relevant documents to the proper court, the tenant has 30 days to file a defense. Whether a defense is submitted or the suit is ignored, the court will set a date for a hearing within the next 30 days (which is very quick, by Israeli court standards). In all likelihood,once the lawyer shows evidence that the tenant is not complying with the contract,an eviction ruling will be obtained within a single hearing. This suit is limited to requesting the eviction of the non-cooperative tenant – it cannot include a claim for monetary compensation for loss of rent, utility bills or other damages. However, filing the suit does not prevent the lessor from pursuing compensation in another jurisdiction. Furthermore, the (obligatory) warning letter before the suit is filed may, on occasion, provide the impetus needed to drive the non-cooperative renter to negotiate with the landlord in order to avoid a speedy eviction. In other words, even if you are reluctant to evict a tenant due to personal sympathies, a warning that the eviction process is underway may help resolve your issues. Please note: drafting a properly considered rental contract with the help of a real estate attorney, may prevent future complications, including lack of cooperation by the tenant.

DECEMBER 2017

BIZNESSMAGAZINE

WE A R E HIRING

BIZNESS MAGAZINE IS LOOKING FOR ENERGETIC PEOPLE TO JOIN ITS TEAM

POSITION IN OUR BUSINESS DEVELOPMENT TEAM FOR THE USA MARKET – OFFICES IN RBS A. NO HEBREW REQUIRED.

Absolute Job Requirements

The Jobs Offer the Following Benefits

• High energy • Super positive attitude • Great communication skills • Internet savvy • Must have a laptop and smart phone

• Work at our new office in RBS A • Hours: 20:00 – 24:00 • Base + bonuses • Great managers and trainers • Opportunity for fast promotion into management

IN OUR BUSINESS 2 POSITION DEVELOPMENT TEAM FOR THE

LOCAL MARKET – OFFICES IN RBS A.

Absolute Job Requirements

The Jobs Offer the Following Benefits

• High energy • Super positive attitude • Great communication skills • Internet savvy • Must have a laptop and smart phone • Fluent English and Hebrew

• Work at our new office in RBS A • Hours: 9:00 AM – 1:00 PM • Base + bonuses • Opportunity for fast promotion into management

THESE ARE NOT SALES JOBS BUT SALES SKILLS ARE REQUIRED Company will train the selected candidates for this telephone-based job.

Please reply with your resume: HR@biznessmag.com

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Real Estate I Mortgages I Expert

A Post-Chanukah Discussion: Kids, Gelt, and Mortgages An apartment is the biggest purchase most people make in their lifetime and often an expense that we help our children with, so it makes sense to have this discussion with your children years before it is relevant.

By Moshe Wilshinsky

et’s focus on the most common issue: how much can we spend on an apartment, or better yet, how much will the mortgage bank let us spend? It’s not just the mortgage bank (lender) that is involved in the decision; the Israeli government is involved as well. Let me give you a little background to understand why the Israeli government suddenly got involved in how big a mortgage you can get. Believe it or not, it’s not just the Israeli government; countries from all over the world are involved in mortgage decisions for their citizens. Governments from all over the world have agreed on set of rules called the Basil Accords, which include mortgages. In Israel, it is the Bank of Israel, or BOI, that issues regulations the banks need to follow. After 2008, the BOI made many rules that affect the amount borrowed and type of mortgage that a borrower in Israel can get. Neither the BOI nor the committee writing the Basil Accords are control freaks; they are trying to develop a way to make an educated guess in answer to a few important questions regarding granting a mortgage to a particular borrower. These include: • Can this borrower pay the monthly payments? • Even if the borrower can pay, will they? • If they don’t, can the bank get back the money they lent, the interest, and any costs? When a borrower doesn’t pay, it is called a “default,” or in Hebrew, a pigur.The chance of defaulting on a mortgage is a type of credit risk. Loans with better credit risk are called “prime loans” and loans with higher credit risk are called “sub-prime loans.” Many years ago your banker knew your family and it was really just up to them, or them and their boss, to make the decision of how much and the type of mortgage to give

you. While personal relationships still matter, now decisions can only be made within the guidelines we discussed above. Regardless of how well the bank manager knows the borrower and wants to help, the bank manager has to take into account several issues, including 1) How much of your own money are you (not the bank) investing? This is also known as the down payment; in Hebrew, it’s the hon atzmi. 2) Your income 3) Your credit history 4) Property you are buying Regarding Point 1, the average Israeli citizen needs a minimum of 30% of the property’s value. For some Israeli citizens, 25% is sufficient (those who meet a certain criteria that demonstrate financial strength e.g. ratio of monthly mortgage payment divided by their monthly income after taxes). This brings us to Point 2, income. How income is measured and over what period of time is a bit involved, but in short, in most cases, the monthly mortgage payment divided ABOUT THE AUTHOR Moshe Wilshinsky is the CEO of Moville Mortgage & Finance Ltd. Moshe has decades of experience in the field and was involved in the development of the Israeli credit reporting law (chok netunai ashrei). Moville Mortgage & Finance Ltd. can be 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.

by your average monthly income needs to be less than 40%. For example, if you have an average net income of NIS 9,000 and the mortgage you want has a monthly payment of NIS 3,000, that is 33% of your net income. That works. A much larger monthly payment would not. Regarding Point 3, your banking history over the past 90 days (or more, if you are applying at your own bank). Any bounced checks or returned horaot kevah can make qualification anywhere from difficult to impossible.The bank will also order your credit report from either Dunn & Bradstreet Israel or BDI that gives them information based on the Israeli credit reporting law chok netunai ashrei. For olim, they also look at your credit report and score from abroad. Looking at credit history represents the “even if the borrower can pay, will they?” question from above. Point 3 is the least flexible; banks will be less tolerant of problems here. Regarding Point 4, keep in mind that the property has to be a legal residential structure and its value is not necessarily defined by what you are paying it is determined by the lower of a bank-approved appraisal based on regulated guidelines or your purchase price. I know many of you are thinking, “Given the current situation, how will any of our children be able to buy a home?” Yes, as yet, there is no solution. A number of professionals—including myself—are working on it and, hopefully, the government will eventually get behind the correct initiatives. By educating our children about the mortgage process and buying property, we can prepare them for their future home purchase and possibly spark an interest that may help with finding the solution. You may think I am dreaming, but then again, that is what people told me in the 1990s when I said one day banks in Israel will use credit reports on a regular basis. To paraphrase Rabbi Kahaneman: “I am dreaming, but not with my eyes closed.”

DECEMBER 2017

BIZNESSMAGAZINE

Insurance is always on our mind so it doesn’t have to be on yours!

Peace of mind.

02-623 2546 • www.egertcohen.co.il • egert@egertcohen.co.il • travel@egertcohen.co.il

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Automobiles I Auto Mechanics

Local mechanic vs car dealer for routine service? What you should know. Most new clients bring their cars to our garage for service after their car warranty has expired and they stopped going to their dealership for routine maintenance and repairs. When these clients come to us for the first time, they bring the receipts from their car dealer for us to know how the car was kept up and what problems may have been encountered along the way. They usually paid the dealer double or more of what we would have charged them had we done the work.

B y Shmuel Katz, Auto King Car Garage

ar dealers know their customers will pay them top dollar. That is why they are very happy to have most new car owners (whose cars are less than 3 years old) come to them for general service such as annual/10k oil changes, other required servicing, and repair work. One reason dealers charge more is because they always use manufacturer’s original parts which are more expensive than generic ones. Sometimes you really do need to use manufacturer’s parts; but, in most cases, a trustworthy auto mechanic can find generic ones of excellent quality that are available at much lower prices. Consider the engine’s air filter. It is normally a fibrous material in either a plastic or rubber housing that gets replaced at every required service visit. It is, in essence, a disposable part. A generic one will function exactly the same way as the manufacturer’s air filter for only a fraction of the cost. Brakes are another example. There are many generic brakes that are unacceptable and a reputable garage won’t sell them. However, there are also many generic brakes that are perfectly fine to use which are much cheaper than the manufacturer’s. Sometimes, generic brakes will squeak or make a noise. While you should always check out any noises, in most cases the brakes are 100% safe and in good working order. We have a customer who insists on getting original parts for his brakes since his car squeaks with generic ones. Understanding

his concern, we provide them. However, he pays 4,000 NIS for rotors and pads while generic parts would have only cost him 1,100 NIS. If he had gone to the dealer for the brakes, he would have paid even more because the dealer also charges more for labor than your local mechanic does. When it comes to labor, dealers can essentially charge whatever they want since they are the only dealer for your car’s make within an hour’s drive of your location. Not so for your local mechanic, who probably has a competitor within 200 meters and several competitors within a 5 minute drive. So where does your car warranty come in to play here? The warranty only covers failures of the car that are not caused by misuse of the vehicle or related to normal wear and tear. You are covered by the warranty if the transmisABOUT THE AUTHOR Shmuel Katz is the general manager and owner of Auto King Car Garage. Auto King is an American-run car garage in Beit Shemesh. Auto King provides top mechanical service, with customer service and transparency to match—a rarity in the industry. Auto King is located across from the Big Fashion Mall and can be reached at 02-626-1613 or through their website www.autoking.co.il.

sion fails early, or the cooling system breaks down, or the steering column needs to be replaced. Basically, the warranty covers repairs for items that should not break down in a new car. In order to keep the warranty valid, you, the owner, are required to perform regular maintenance as described in your owner’s manual. As long as you do the prescribed work at the mandated intervals of time/distance driven, your warranty stays valid until its normal expiration. Failure to do routine maintenance might void the warranty. Most people think that this means you need to have your routine maintenance done at the dealer’s service center. But you don’t. As long as you use a licensed/certified garage, you can have the maintenance work done wherever you want. Just make sure to save all your receipts (showing the date and odometer reading) in case you do have a warranty claim. Even if you haven’t saved them, most garages should be able to print out duplicates for you upon request. You can even ask that the garage stamp the car’s warranty card to certify that the work was done at the correct time. No matter how your records are kept, having the work done at a certified garage, rather than the dealership, is 100% acceptable when it comes to maintaining your warranty. Your local garage will hopefully be maintaining your car for years to come. Bringing your car to them for service during the warranty period will help the mechanics to become as familiar with your car and its eccentricities as possible. And you might save some money (and travel/wait time) too.

BIZNESSMAGAZINE

HOME

HEALTH & WELLNESS

SIMCHAS

REAL ESTATE

AUTOMOBILES

Bizness I Interview I Maidy Zakutinsky Chaim V’Chessed Geriatrics Adviser

Be Prepared for the Golden Years in The Land of Milk and Honey Chaim V’Chessed is a multi-faceted organization that provides numerous services to Israel’s English-speaking population. The organization’s experienced geriatrics adviser, Maidy Zakutinsky, provides up-to-date information and guidance to English-speaking seniors and their family and caregivers.

hy did you choose to enter the field of geriatrics? I got involved in geriatrics because I love getting to know older people and learning from their life experience. How do geriatric benefits in Israel compare with those abroad? There are many benefits, services and programs available to seniors in Israel. However, different benefits come from different governmental bodies, so you have to know how to navigate the system. This can be especially difficult for those who do not speak Hebrew. Olim can benefit from familiarizing themselves with what’s available in Israel and learning how to take advantage of it. How do you help? I provide relevant information, guidance on accessing useful resources (such as health insurance options, government subsidies, and caring resources) and emotional support to seniors and their caregivers, both before and after aliyah. Are there specific areas of concern that seniors and their caregivers should be aware of? Firstly, it is important to realize that in order to be eligible for Old Age Pension from Bituach Leumi, one would have to make aliya before the age of 62, give or take. For those who make aliya past that age, there is a possibility of qualifying for a ‘special old age pension,’ but there are more requirements involved that make it more difficult to qualify. Receiving a discount in Arnona payments is also contingent on receiving an Old Age Pension. Therefore, if there is a possibility of making aliya before the cutoff age, it is highly recommended. Also, many people don’t realize that Bituach Leumi’s long term care insurance does not provide a full-time aide in the home. Bituach Leumi will cover part of the aide’s salary, but the balance, which is a significant sum, will always have to be paid by the patient. It is recommended to look into other long-term care

insurance options that may cover more hours of care. The kupot cholim all have insurance options, but keep in mind that they all limit the number of years they will cover. Another important issue to plan for is the matter of decision-making in old age. Although we all hope not to get to this point, there may come a time when we are physically or cognitively unable to make our own decisions about our care, living arrangements, finances or medical interventions. The laws surrounding guardianship and power-of-attorney are constantly being revised and updated, and it is worthwhile to consult with a knowledgeable lawyer to avoid reaching a crisis. In what ways can the community be involved in reaching out to elderly community members? Many senior olim are fulfilling a life-long dream by making aliyah, and some are blessed to have children already living here who can help them integrate or ensure they are well cared for. Many, however, do not have children living nearby, and even for those who do, it’s important to note that children in the sandwich generation may be overwhelmed with the care of their elderly parents. Therefore, community involvement is a crucial aspect of easing challenges faced by elderly community members and their families. For example, I started an

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. Their 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.

‘adopt a bubby’ program (called ‘Dorot’) in the Mattersdorf area of Jerusalem, where I live. Young married women are encouraged to visit and form relationships with elderly residents of the neighborhood, and many wonderful friendships have been formed, benefitting both parties immeasurably. I also recently started a weekly afternoon program for elderly English-speaking women in my community, which has been a great success. These and other ideas and initiatives can be highly impactful, and would be welcomed in many more neighborhoods and communities where there are English-speaking elderly residents.

However, different benefits come from different government bodies, so you have to know how to navigate the system Can you offer some words to the wise? First of all, try to familiarize yourself with the old-age benefits available before you need them. I’d be happy to help with that! Secondly, and equally important, is to make sure you have a framework for social support. Organizations can help you with crises, but in your day-to-day life you need to continue to set goals, develop interests and stay social. It may be worthwhile to join a club or an enrichment program. For example, there are classes and programs offered at the OU Center and at AACI in Jerusalem. In Ramat Beit Shemesh there is a wonderful organization called Xperience, which offers fitness classes and other great programming options to enrich the lives of senior Anglo women. If you are a caregiver, you might not realize how helpful a support system can be. Join a support group—there are some available at Yad Sarah—or at least make sure you have someone to express your frustrations to. It’s important not to feel that you are alone.

Diamonds & Jewelry

True wholesaler from the Diamond Boursa with over 20 years experience Member Diamond Dealers Club

Engagement Rings • Stud Earrings • Pendants • Tennis Bracelets www.JeffMorDiamondJewelry.com

050-573-9061