Bizness Magazine July 2018 by Anglo Media

THE RESOURCE FOR THE ANGLO COMMUNITY

www.biznessmagazine.com JULY 2018

WHEN INSURANCE BECOMES A LIFE MISSION

INTERVIEW EGERT & COHEN INSURANCE T H E

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B I Z N E S S

M A G A Z I N E

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Rosenblum Holtzman CPA The Capital Market in Israel and Its Regulation

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Health & Wellness

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Moshe Ehrlich Ehrlich Capital Israeli Commercial Properties: A Safe and Profitable Investment

Debbie Wolf Institute of Aesthetic Medicine Summer Sun: Skin Care and Zero Hair

Cina Coren Precious Legacies Memories. What Are They?

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Fortune Wigs Wig And Hair Experience Love is in the Hair

y Sale this Wednesda20-21

Chava Simon Simon Balloons Breathing Life into Balloons

22 Arik Friedlander Givani Suits Suits You Perfectly

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43-58 Egert & Cohen Insurance Summertime (and the Living is Easy!)

Super-Pharm Why Does My Pharmacist Give Me Instructions? All About Drug Absorption 32-33

David Shafner The Furniture Doctor Take a Seat: Straight Talk on Dining Chairs

Dr. Eli Prenzlau Oral Health Center Cutting-Edge Dentistry

Baruch Tenenbaum Quality Home Improvements OOPS!

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Esther Herman Mayanei Hayeshua Identifying and Treating Eating Disorders In the Religious Community Mercaz Ksharim Addiction Therapy Center Keep Your Teen Safe from Addiction This Summer

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48 Ilan Ben Haroush Mister Electric Choosing the Right Oven

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EXPERT Rachel Koenigson DIY: Facial Exercises to Keep You Feeling and Looking Young

Eliyahu Gherman DDS, Orthodontics Adult Orthodontics: Beyond A Beautiful Smile

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Dr. Zev Mickler Doctor of Dental Medicine Is Your Dentist Up to Date?

Sasha Kishko Cohen, Decker, Pex & Brosh The Benefits of a Competent Translation of Legal Documents

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Shai Davids Chinese Medicine Practitioner Treating Mind, Body & Spirit

Reece Epstein Reputation Elevation Why so Many Businesses Struggle with Digital Marketingâ&#x20AC;Ś And What to Do About It 10

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Letter from the Editor

editor in chief

Ariel Topf

chief business development Yisroel Meir Simon

managing editor

Aviva Sapir

business development Yitzchak

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

chief designer

Matt Mildinovick

graphic design

Chaya Feldman Maya Mildinovick

Daniella Levy Jesica Myers Heidi Tapnack

contributing editors

how to reach us Advertising

02-999-3939 info@biznessmag.com

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

I received a call today from someone in the community offering us homemade sushi. My first thought was, “My daughters make sushi all the time; I really don’t need to buy it.” But within a split second, I had a change of heart; I remembered having read an article in a past issue of Bizness Magazine on how we should support our friends’ businesses. I’m glad I ordered it—it was really delicious. How many people out there are struggling financially with businesses that are not moving fast enough? How many of them are constantly wondering if they should once and for all close the doors and end the agony? Many of those businesses would thrive if they would just pick up the phone and make some phone calls to offer their products! But many would rather die than do that. Fear of rejection is the greatest enemy of success. It is fear of rejection that keeps the self-employed and the entrepreneur away from the phone and away from success. What’s so terrible about getting a “no” for an answer? Successful business people and professional salespeople understand that most people will say “no” and that is simply part of life. I used to tell myself that the only thing that could change once I made the phone call would be getting a “yes,” because I already had a “no” if I didn’t make the call in the first place. Furthermore, my sales began to skyrocket when I discovered that I made more money when I got a “no” than when I got a “yes.” Yes, you read that right. I received significantly more profit from the “nos” than from the “yeses.” Hard to believe? Here’s how it works: I knew that on average, I had to talk to ten potential clients to make one sale. I also knew that each sale would make me a profit of $1,000. This meant that every time I spoke with a prospective client, I earned $100—whether they bought or not. So at the end of the day. I earned $900 from the “nos” and just $100 from the “yeses.” Once that became entrenched in my thinking, I no longer feared the “nos.” The sushi lady should be very successful collecting her “nos.” As long as she delivers a good product and remains consistent in collecting a lot of “nos,” she should enjoy a serious homebased income. How serious? It all depends on how many “nos” she consistently gets per hour, per day, per month. Every hour, every day, every month. Wishing you a healthy and productive summer, Ariel Topf ariel@biznessmag.com

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Finance I Accounting I Expert

The Capital Market in Israel and Its Regulation When the former governor of the Bank of Israel, Stanley Fischer, made the dramatic decision to reduce the market interest rate in 2008, very few people would have believed that the low interest rate environment would survive the next decade. During those ten years, economists, analysts, politicians, bankers, academics and journalists attempted to describe the various aspects of a zero interest rate environment. Only today, a decade later, we can begin to understand its broad effects on various areas of the market.

By Meir Ilia, CPA, CIA, MBA, LLM, Rosenblum Holtzman CPA Firm

n a long-term environment where the interest rate is zero—and in some investment channels, even negative—the public will naturally seek alternatives for investing its accumulated funds and properties, hoping to maximize a profit. Seldom do they consider the many risks involved in these kinds of investments when they do so. A number of cases were recently publicized of alleged Ponzi and pyramid schemes in the Israeli capital market, and the collapse of companies in which the general public invested its money, most likely at a loss. These companies announced the immediate cessation of their activities and services. As of now, the clients who invested in these companies have been left with a great deal of uncertainty regarding their money. The capital market plays a central role in modern economics and significantly

influences the ability of various markets to actualize their financial growth potential. Its proper functioning greatly affects all branches of the market as well as the lives of individuals. One of the main purposes of the capital market is to serve as a mediator between those who have money in excess and those who need it. The capital market can be divided, in broad terms, into the stock market and the bond market. Through these markets, the government and companies can raise funds from the public. The goal of the capital market is to channel current savings in the market toward new investments and development, therefore achieving financial growth and new opportunities for profit and expansion of capital. This process is called “capital formation” and serves as a condition for financial growth. The Israeli capital market is supervised by a number of authorities: the Banking Supervision Department of the Bank of Israel; the Capital Market, Insurance and Saving Authority; the Israel Securities Authority and the Israel Antitrust Authority. The role

of these authorities is, among other things, to effectively regulate and supervise the banks and the financial mediators at work in the capital market, whose main purpose is to protect public interests. The goal of effective regulation and supervision of financial markets is to correct market failures, contribute to their development and progress and allow them to fulfill their purpose.

ABOUT MEIR ILIA Meir Ilia, CPA, LL.M., CIA and licensed investment manager is a partner at Rosenblum-Holtzman & Co. He holds a BA and MBA in business management with specialization in management, accounting and finance.

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THE GOALS OF REGULATORS ● Systemic-stability regulation – prevents insolvency in important financial bodies within the system. The role of the regulator is to ensure the financial stability of the entities under its supervision, thus maintaining systemic stability. Supervision involves setting down mandatory rules regarding “adequacy,” and balance between the percentage of funds used by each specific bank and the reserve balances in their treasuries. It also involves determining various rates for mortgage eligibility or exposure for a major borrower, which constitute stabilizing factors for the whole system and not a specific bank. ● Consumer protection regulation – financial bodies provide services for clients, and there is a natural concern that they will manipulate things to serve their own interests. Financial products are complex and not every consumer will understand these products; therefore there is a need to regulate financial bodies’ activities on the consumer level. Consumer regulation may also serve systemic-stability regulation and maintain the stability of the financial body as well as the rights of the consumer. ● Determining monetary policy and macro-regulation of currency rates in light of the fact that major financial bodies can strongly influence the rest of the market and have a significant ability to cause powerful shifts and changes. Because of this, the regulator must maintain the stability of the market, not just the stability of these financial bodies, by determining an appropriate monetary policy. A FEW TIPS FOR COPING WITH RISK IN THE CAPITAL MARKET: Below are a number of tips for avoiding risky investments. Note that this is not an exhaustive list, but merely some warning signs an investor should consider before moving forward with an investment. 1. Don’t be tempted by promises of high returns on any investment. Remember that behind the promise of high profits, in the best-case scenario, lies a high risk, and in other cases, it may even be a scam. Think about the risks involved in the investment; after all, in a zero interest rate environment, how can you attain an unusually high return without taking significant risks? 2. Try to avoid investing under pressure and be wary of unsubstantiated statements such as: “A once-in-a-lifetime opportunity” or “prices will go up tomorrow.” It’s best to consult an appropriate licensed professional and not to invest based on gut feelings,

JULY 2018

advice from friends or advertisements. Consider all the risks and benefits; every coin has two sides. 3. Don’t be tempted to act based on exclusive or “inside” information, such as, “Someone at the company said…” This may turn out to be illegal, and it’s likely that the information is false or partial or fully included in the price of the investment. Furthermore, think about it—there’s no reason for someone to impart crucial information to you while exposing himself to risk and not utilizing it himself. 4. Be very wary of relying on information obtained from reports in newspapers, on television, the Internet or any other type of media. Oftentimes, information distributed in the media, including success stories, are not substantiated enough to justify investing in a particular company. Consider economic facts and professional analyses performed by researchers. Don’t be tempted to follow the “stars”—stars only exist in the sky. 5. Be careful not to give your personal information via email to anyone you don’t know and can’t be sure you can trust. Personal information includes: your ID number, bank account number, credit card number, passwords and codes.

ABOUT THE COMPANY

Rosenblum Holtzman, CPA was founded in 1981. The firm provides a wide range of services to corporations, kibbutzim, non-proft organizations and private clients. These services include auditing annual financial statements, representing clients before the tax authorities, tax planning, internal auditing, information systems, risk management, information security, financial consulting, Sarbanes Oxley implementation, and evaluating corporate governance. The firm has special expertise in forensic auditing and assisting in legal proceedings involving accounting and financial evaluations. With over 100 employees, Rosenblum Holtzman provides a top tier professional service, while simultaneously allowing clients to receive personal attention from the partners. Rosenblum Holtzman CPAs can be reached at 03-609-20-20 or through their website www.rhcpa.co.il.

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Remember that fast profits indicate a high level of risk. Ensure that the reports you’re receiving accurately reflect the situation. 6. Don’t trust links to websites of financial or regulatory bodies sent to you via email. You should enter the desired website independently through your browser. Additionally, it’s best to immediately delete emails that appear suspicious without opening them or the files attached to them. 7. Don’t purchase securities or financial assets on an unfamiliar website. Do so only through a bank or stock exchange member and ensure that the transaction is under regulation. Transferring assets to central bank accounts rather than an individual account listed specifically under your name is a significant risk. As you know, any financial investment is a risk, but an investment through an unregulated body is substantially riskier and you may end up losing your entire investment. 8. Beware of tempting offers for services or other business offers delivered by email, phone, or mail. 9. Beware of free “investment seminars” or “professional conventions” promising profits regardless of the state of the market. Remember that sometimes, people use courses and meetings like these to tempt participants to acquire financial instruments and/or to join investment platforms through unregulated bodies, while presenting false or partial information. 10. Pay attention to the contract you’re signing and with whom you’re signing it; what are the other party’s responsibilities, and what are your securities? Additionally, check in on the investments from time to time. Remember that fast profits indicate a high level of risk. Ensure that the reports you’re receiving accurately reflect the situation. This article by no means constitutes a recommendation to perform any transaction and/or an investment consultation and/or an investment promotion and/ or an offer to acquire any product whatsoever, and it cannot be taken as a replacement for a professional investment consultation in which the data and the needs of the individual are considered. Any person who makes use of the above information does so on his own volition and assumes full responsibility.

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Marketing I Reece Epstein Reputation Elevation

Why so Many Businesses Struggle with Digital Marketing… And What to Do About It

lobal online advertising is expected to rise to $237,000,000,000 in 2018, according to media agency Magna. That’s 44% of all global paid advertising, and it doesn’t include forms of digital marketing like organic social media or search engine optimization (SEO). Yet many businesses struggle to make digital marketing work. We interviewed Reece Epstein, founder of digital marketing agency Reputation Elevation, to find out why. Reputation Elevation’s successes include helping a rehab clinic in Mexico double its sales in three months, helping a New Jersey-based therapy clinic go from approximately $250,000 in yearly revenue to over $900,000 in yearly revenue, and helping e-commerce store Uniquemicals generate over $418,000 with just $7,132.39 in advertising spend. Reece, why is it that so many businesses struggle to generate consistent profits with digital marketing? Anybody can hire a web designer or just use Wix to create an aesthetically pleasing website. Anybody can create a Facebook page and write blog posts. But sometimes that just adds up to busy work that doesn’t produce new sales. So, what is an example of a mistake people are making with their digital marketing? One mistake is not understanding how to connect with people. At the end of the day, digital marketing is a set of tools that put your products or services in front of people. But if you can’t create trust, connection, and desire, then those tools don’t help. Successful digital marketing is about being able to resonate with your prospective customers. I like to ask, “What are my prospects thinking?” “What are they feeling?” “What have they tried that didn’t work before?”

It’s also about implementing the right marketing funnel. What is a marketing funnel? A marketing funnel is a series of steps that convert website visitors into sales. Sometimes that means getting people on your email list by giving away a free report, offering them a product that costs less than $10 just to get them to become paying customers and cover your ad expenses, and then showing them your main offer. You keep following up with them and showing them more ways you can add value, thereby maximizing your revenue per customer over time. Is a marketing funnel usually complicated? It really depends. A lot of my work is lead generation for service businesses in the ABOUT REECE EPSTEIN Reece Epstein runs marketing consultancy Reputation Elevation and is the director of marketing at Wealthpoint. Reece was born and raised in Los Angeles. He attended the University of Virginia and graduated with honors in philosophy. Reece also studied Talmudic law in Jerusalem for three years. He lives in Ramat Beit Shemesh with his wife and kids. For more information or inquiries into the services Reputation Elevation offers, contact Michael at michael@reputationelevation.net or visit their website at www.reputationelevation.net.

health and financial industries, and those funnels can be very simple yet very effective. For example, I can share with you some details about a campaign we just launched for a therapist in Oklahoma City who helps children who have autism or ADHD. For her campaign, we created Facebook Ads that promote a free consultation offer. When people click the ad, a form comes up autofilled with that person’s name, email, and phone number. All they have to do is click the submit button, and that person is signed up for the offer Once we have the lead, we send them to a booking calendar where they can choose a time to speak with my client. We also add them to an email list with prewritten automated emails. Plus, we send the leads an automated text message asking them to get in touch with the client. What were the results when you launched the campaign? Well, on the first day we spent $217.28 on paid Facebook Ads. The ads were shown to 7,452 separate people on Facebook. Of those 7,452 people, 32 signed up for a free consultation. That means our average cost to get someone to sign up for a sales call was $6.79 the first day, which is cheap considering that this client generates an average of around $1,200 per patient. We then scaled down the advertising budget to $60 per day and we’ve been getting very good results with that. You help businesses with e-commerce, webinar sales, lead generation and information product sales. It seems like you can help just about anybody. Unfortunately, no. I only take projects where I am very confident we’re going to deliver solid results. If I feel that I can't help the client achieve their revenue goals, I turn down the business. It’s just a matter of integrity. What are examples of businesses that you can’t help? Well, for one thing, we don’t take clients whose products or services aren’t any good. For another thing, we can’t help clients who don’t have the budget for our services. Lastly, whenever we take on a client for lead generation services, we like to make sure they have someone on staff who will have the time to follow up with all the leads. What is the first step for people who are interested in your services? People can get in touch with us for a free marketing strategy session with a member of my team and we’ll take it from there. You can sign up by filling out the form on our website at www.reputationelevation.net.

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Real Estate I Moshe Ehrlich Ehrlich Capital

Israeli Commercial Properties:

A Safe and Profitable Investment After years in the Israeli residential real estate market making honest but low return income, I discovered a way to make more than double the return with almost none of the hassle—Israeli commercial real estate. By Moshe Ehrlich

first entered the field of real estate by investing in a few residential properties in Israel. I purchased them, managed them, and then sold them for a nice profit but ultimately, it was a lot of work for a relatively small return. I had wonderful tenants but I still had to manage multiple contracts, stay on top of their electric and water bills as well as property taxes and make sure everyone paid their rent. There were phone calls at least once a week about problems in the properties—no hot water, air conditioner stopped working, etc.—that I had to deal with immediately. So I found that I was working really hard, but not bringing in much of a return for my efforts—and bringing a management company would cut my profits further. I therefore decided to sell my residential properties, and started exploring other investment options. I examined investing in real estate overseas, such as in the US or England, but found it concerning to have my property so far away; as we say in Birkat Hamazon when blessing a host, “May our assets be successful and close to the city…” I also looked into stocks and bonds, but found that either the risks were too high, or the returns were too low. Finally, I discovered Israeli commercial real estate. When you invest in commercial property, you can enjoy around 8% cash on cash return. A good, stable tenant like a kupat cholim or a bank normally signs a closed 10-year contract, so that means you can get a return of more than double what you can make investing in residential property— while dealing with only one tenant with a long-term contract. Here’s an illustrative example: For each million NIS invested in commercial real estate, the return is 80,000 NIS per year after taxes, or 6,500 NIS per month. By

contrast, if you were to invest that million NIS into a 3-room apartment in Ramat Beit Shemesh Gimmel, you would also need to add a 300,000 NIS mortgage—costing about 1,500 NIS per month—plus you’d be receiving only 2,700 NIS per month in rent for the apartment. Overall, you’d receive only 1,200 NIS per month from your million NIS after the mortgage reduction, or about 2% annual return on the whole apartment. The 6,500 NIS per month you could make from investing in a commercial property is a far more attractive investment option. The only catch is, that commercial properties with high return and good tenants ABOUT MOSHE EHRLICH Moshe Ehrlich, of Ehrlich Capital, is a licensed real estate broker and has been investing and advising clients looking to invest in commercial real estate for the past five years. Born in New York, Moshe made Aliyah with his family as a child and has the advantage of being in both the Israeli and American worlds. Moshe strives to provide his clients with valuable investment advice and superb customer service, and currently has partnerships to offer in properties in Ramat Beit Shemesh, Tel Aviv, Beer Sheva, Lod, and Givat Zeev.

Ehrlich Capital’s main office is at Shamgar 21 Jerusalem, suite 1504 (across from Rav Shefa Mall) and the Ramat Beit Shemesh branch is located at Nachal Sorek 21. You can contact Moshe at 050-551-3221 (for whatsapp 055-725-1483) or ehrlich.capital@gmail.com.

don’t come cheap. The cost starts at about 15 million NIS, so even with bank financing for 50% of the property (which is about the maximum you can get for commercial mortgages), you would need to put down a minimum of 7.5 million NIS to make the purchase, and when I was starting out, I didn’t have quite that much on my own. So I decided to find an honest partner to help me with the initial investment, and together we’d reap the benefits. Since then, we’ve invested together in a number of commercial properties, enjoying the high returns as well as substantial increases in the properties’ value. This is a safe and profitable way to invest if you don’t have enough cash to put down on your own. I’ve since overseen and executed accumulated investments of tens of millions of shekels for customers who wanted to join such deals. To invest jointly in a commercial property in a safe and legal manner, we open a property organization (iggud m’karke’in), which is a Ltd. company (chevra ba”m), thus founding a firm whose sole objective is to invest in a specific commercial property. Each property should be a completely separate company. All the partners are then listed as owners of a percentage of the company according to the capital they invested. This way, the taxes on income are minimal, and the ownership rights are maximum. It’s important to make sure that all investments are done in close contact with a lawyer and accountant. Doing this kind of business under the table may cut costs initially, but constitutes a severe financial risk, as it can incur enormous fines and legal problems. Only invest with partners who are committed to keeping everything legal and honest. The bottom line is, if you’re looking for an investment with a high return, extremely low risk and very few headaches—commercial real estate is the way to go. Next month, we will give an overview of risky investments being offered in Israel, such as agricultural real estate and illegally split apartments, which may promise high returns, but almost always deliver only heartache and many times, lawsuits and substantial loss of capital.

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Cohen Decker Pex & Brosh I Law I Expert

The Benefits of a Competent Translation of Legal Documents As the law firm of Cohen, Decker, Pex & Brosh expands its legal translation services, Sasha Kishko, the head of our translation department, would like to provide some tips on the possible range of translation services, and on how to choose the right translator for your needs. By Sasha Kishko

ffering services to international clients and expats residing in Israel was a natural choice for the multilingual and diverse staff of Cohen, Decker, Pex & Brosh. With a high volume of documents to be translated, and unsatisfactory results when using outside translators, the office organically expanded its services to provide translations of legal documents in a wide variety of languages (Hebrew, English, French, Spanish, Russian, Arabic, Dutch and German among others). What documents may require legal translation or notarization? Some of the documents that require expert translation include contracts, wills, court documents, affidavits, professional and academic certificates, personal documents (such as birth, marriage and divorce certificates), populace registry extracts and more. We also provide notarized translation of documents that require a notary’s confirmation and apostille stamps for documents that require legalization. As we have a lot of experience in translating legal documents in Israel and vis-à-vis immigration authorities abroad, as well as editing and resubmitting documents that were bungled by cheap translation services, we gained an appreciation for the importance of professional translation combined with legal knowledge. Why use a law firm to translate your documents? The vast majority of legal translation services in Israel tend to skimp either on the legal aspect or the translation quality aspect. In other words, your choice is generally between a law student whose grasp of foreign languages is adequate at best, or a professional translator who is unfamiliar with legal jargon and the importance of maintaining an exact translation, even if the result is stilted and unnatural (particularly for notarized documents). CDPB’s combination of

certified professional translation and legal professionals familiar with the importance of exact terminology is unique in Israel. In some cases, you can get away with an ad-hoc translation conveying only the gist of the legal argument. For example, a client arguing a case in court may only be interested in a basic legal summary of the argument his lawyer presents, or the result of the verdict. On the other hand, exact wording can determine matters of life and death in many documents, so an accurate and legally coherent translation is of utmost importance. What are the consequences of shoddy translation? Most common examples of the importance of exact phrasing when it comes to legal documents deal with contract law. Multiple stories of “a comma that costs millions” cite different incidents in which a seemingly minor phrasing error resulted in a radically different interpretation of contract terms that cost the companies in question millions of dollars. To be perfectly honest, however, conABOUT SASHA KISHKO Sasha Kishko the head of the legal translation department at the law office of Cohen, Decker, Pex & Brosh, specializing in translations to and from Hebrew, English and Russian. Sasha is a certified translator at the Israeli Translator Association and has an M.A in English literature from the Hebrew University of Jerusalem. In addition to his position at CDPB, Sasha heads an independent translation company.

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

tracts between parties that speak different languages can (and should) contain a cause clarifying which version of the contract is the definitive one. A professional translator with legal experience can act as another proofreader (and I personally caught a number of errors in real estate contracts that could have substantially altered the terms of the agreement), yet the interpretation of the contract in case of disagreement will not necessarily hinge upon the translated version. Conversely, an exact translation of a will provided for the benefit of the testator (the person writing the will) is extremely important. An heir who manages to prove that the deceased did not speak the language in which the will was drafted, or at least did not speak it fluently enough to understand the legalese and exact consequences, will have excellent ground for appeal. In such a case, the translated version can easily prove to be the definitive document, as that is the language the testator spoke, and that document formed the basis of their understanding of the will. Another place where the accuracy of translated documents can literally determine the course of someone’s life, is interaction with Israeli authorities, particularly the Ministry of Interior. The MoI bureaucracy has the power to allow or deny applications for immigration, naturalization and entry visas. The entry into Israel of friends, relatives, spouses and children, can often be denied or delayed for years due to seemingly minor errors in submitted documents. In summary: The translation of legal documents should be treated with as much care and knowledge as the drafting of legal documents. Even if you don’t choose to use CDPBs translation services, at the very least contact a professional translator with some legal experience, rather than a friend of a friend. Some of our clients were forced to spend a great deal of time, money and effort correcting mistakes that could have been easily avoided, if the translation of important documents was handled by an expert, rather than someone’s nephew.

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Bizness I Cina Coren Precious Legacies

Memories. What Are They?

emories are curious things and they defy a true definition. Theories abound but on a fundamental level we can say that memory refers to the processes that are used to acquire, store, retain and later retrieve information. Often we are not aware that a memory even exists and it may be difficult to revisit it. Indeed, it is the process of data retrieval that comes into play when writing someone’s life story. Sometimes recalling favorite memories is easy and envisioning it is a joyful experience. But oftentimes, a memory is pushed far away it is painful to replay it. A memory isn’t one layered. It can involve the reconstruction of the colors, smells and the emotions evoked at the time the event took place. It’s been over 10 years since I began writing people’s life stories. It all began when my father-in-law became ill and the family decided that recapping his life’s experiences would perk up his spirits and keep him from becoming depressed. It turned out to be a gratifying time for both of us and we printed enough copies of his book to supply almost every member of the extended family. After this first successful endeavor, word got around and I was approached by several elderly friends who realized how important it was for their families to learn about their past and about the people who continue to contribute to their heritage. At the same time,

the therapeutic value of reliving past memories by the story teller cannot be overlooked. Over the years, I have seen how critical it is for members of the 3rd generation to peel off the layers of their past and relive their memories—both pleasurable and stressful. Many people choose to close off the gateway to their memories. They prefer to move ahead with life, never looking back and avoiding the painful experiences of their past. Some succeed in this endeavor, but many do not and at some point, they find themselves diving head first into a world they seemingly never knew existed. It is often the children or the grandchildren that encourage their grandparent or parent to retell the stories of their past. They understand that the younger generations should be cognizant of the lives of their elders--where they came from and what they have endured over the years. In addition to being interesting and enlightening, this information helps to build respect and appreciation for that individual. Sometimes, the initiative for creating a life-story book is made directly by the subject of the story who for one reason or another has concluded that the time has come and it just must be done. One of the books I wrote was dedicated to the woman’s two grown-up children who she felt needed to know why she had made the choices she did and why she had lived her life as she had done. It was

very difficult for her to make these confessions in any other manner and the book was her way of letting them know that despite everything she still loved them. I have also written the life story of a man who had already passed away. His daughter had taken the initiative to research his background and we put together a memoir of his childhood in Poland and how he had survived the war. We also included some of his wonderful stories and poems. During the interview process for a book, it’s often heartbreaking to see a man or woman suddenly recall a moment where they crack through the layers of resistance built up over the years and unleash a flood of emotions. All of a sudden, there is clarity and understanding. It is as if a new world has opened up and things fall into place. It’s usually not an easy transition and it takes time to internalize all the new sensations and experiences. The interview process is very important for a biographer. It’s not just a matter of asking questions and waiting patiently for answers. It calls for adapting responses to the specific situation and assuming various different roles. At one session, I am a psychologist helping to deal with emotions; at another, I am a good friend ready to listen and understand or a sister offering a shoulder to cry on. Over the years I have spent hours marveling at some of the stories I‘ve heard and I have enjoyed the give and take that accompanies each session. Writing is my passion; putting words to paper so readers will hear and experience the true message being told is what makes my work so rewarding.

ABOUT CINA COREN Cina Coren is a former Wall Street broker and financial advisor. She holds a Master’s in Communications and spent many years writing for international news outlets and publications. For the last 10 years, she has been transcribing people’s life stories into family memoirs that can be passed down to future generations. She can be reached via phone: 054-757-6250 or email: cincore@gmail.com.

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Simchas Planning a Simcha? Let SIMCHAS 2017-2018 do the planning for you. Get your copy of SIMCHAS or check out our vendors by visiting us at www.simchas.biz PLANNING & DECOR Arts by Jordana jordana.klein@gmail.com 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

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

Tzippy Appel Event Planning 052 660 9694

Catering Chen 02-651-3314 ch.fency1@gmail.com

Simon Balloons 052-767-1819

Daniel Catering 077-915-1155

HALLS & VENUES

Delices de Paris 054-452-1953

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

La Nougatine High-end Bakery 072-251-1511 Maadanei Melech Catering 02-502-1633 My Chocolate Place 02-537-3024, 845-531-5268 Schocketino Catering 052-855-1538 hschockett@gmail.com Scoop Catering 052-771-0489 Sugarela Cake Designs 052-289-5580 Toubin Catering 02-534-6328, 02-533-3864 toubin@015.net.il Muffin Boutique 052-772-2368 www.muffinboutique.com

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

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

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

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

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

Or Barashi Bridal & Evening Makeup 050-925-4106

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

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

Yosef Chaim Shwekey Music 052-433-9353

Ralph Wigs 054-578-8523

WEDDING GOWNS & FASHION

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

Demiss Designer Hat Store 052-713-0185

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

Eti Melar Gown Rentals 050-419-4374

Tova Rena Makeup Artist 052-768-3629

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

Wigs by Ali 058-445-6476

Bellisima Boutique 02-500-4603

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

Lehava Orchestra 052-263-1597

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

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

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

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

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Simchas I Fortune Wigs I Wig And Hair Experience

Love is in the Hair Fortune Wigs offers clients luxurious wigs with a specialty in custom coloring, highlights, cutting and styling, together with personal attention, top-quality service and exclusive wig products

famous American celebrity with a signature bighair blond wig, once said: “People always ask me how long it takes to do my hair. I don’t know. I’m never there.” Fortune Wigs is on the opposite end of that spectrum. More than just a sheitel macher or hair salon, Fortune Wigs is a wig and hair experience. By adding a personal touch to fine 100% genuine human-hair sheitels, they are constantly upping the ante – but not upping the costs – in the premium semi-custom sheitel industry. With client satisfaction as their top priority, Fortune Wigs offers clients luxurious wigs with a specialty in custom coloring, highlights, cutting and styling, together with personal attention, top-quality service and exclusive wig products. “Semi-custom sheitels are an affordable choice for many women. But our aim isn’t just successful retailing,” says Shaindel, Manager of Fortune Wigs in Israel. “We are a high-end salon that offers everything from ‘roots to ends’ including cutting, coloring, and styling services, quality human-hair products, hair salon services and specialty hairpieces.” Fortune Wigs, located on Betzalel Street, just off of Jerusalem’s Ben Yehuda Street, welcomes clients into a sunny, contemporary salon. Regular clients are greeted by name and received with a big smile. A brand-new sign, designed by ceramic artist Chaya Ester Ort, is mounted above the entrance and sets the tone for the fresh, trendy spirit of the place.

CREATIVE STREAK Shaindel is the colorful and creative force behind Fortune Wigs. Co-partner in the business, her extraordinary vision and golden hands are what make the salon exceptional. “Shaindel is a hair goddess,” says one client. Another calls her a “wig artist.” But Shaindel says that her passion for art and wish to make people happy and confident are the reasons she loves her work. “We understand how important beautiful hair is to women. Women want to look gorgeous and feel comfortable, and I can help them have this while expressing my creativity,” she says, beaming. Shaindel is a professional cosmetologist with certification from Paul Mitchell the School, a prestigious cosmetology college in the US. She worked in one of the top fifty highest-grossing hair salons in North America, and in several leading salons in Jerusalem. She also has additional training from Diva Curl, which trains specifically in cutting, styling, and management of curly hair. “Curls are a challenge. Women who have curly hair or a curly sheitel would call that an understatement. But we meet the challenge with training and experience, and we are experts at managing curls and bringing them to life.” When asked about collaboration between Fortune Wigs in the US and her own salon in Jerusalem, Shaindel says affectionately, “We share the same quality standards and warranty. My husband Tzvi managed the New York salon as and worked in their head office for several years. ” Fortune Wigs is breaking the glass ceiling

COMPANY CONTACT INFO Fortune Wigs Ltd. Betzalel 48, Jerusalem, 02-372-1533 cs@fortunewigs.com

in the ultra-Orthodox sector in particular, which has been dominated by sheitel macher-style services. “Trends in hair and wig styling from Europe and the US take longer to reach this sector,” explains Shaindel, “And many sheitel stylists are not professionally trained at the level we require of our staff. We bring to the religious market – literally –the latest cutting-edge techniques in real time with international standards for hair color, cutting and styling.” We’ve walked into many a salon in Jerusalem and other cities that have a high concentration of wig-wearers. Some have store-fronts and others work out of home. Some function only as a salon; others also sell sheitels. Shaindel’s salon has a display of wigs for sale but she explains that what Fortune Wigs offers clients is on a whole new level. “We work only with the best products and our training standards are uncompromising. We have long-standing relationships at all levels of the manufacturing and distribution chain who supply sheitels to our precise specifications. We have several hundred products in stock and we also offer full custom solutions.” Sheitel sales are Fortune Wigs’ main stock and trade, with an incredible inventory of styles and colors to suit every taste and any occasion. All Fortune Wigs are made of 100% real hair which can be cut and styled to a client’s specifications. The Fortune

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Collection is handcrafted with fine, grade A hair.“ Our sheitels come with extended warranties. Everything we do – from sales, through custom cut and color, to premium hair salon services – are part of our uncompromising customer-satisfaction credo. We’re not satisfied until our clients give us a definite thumbs up.” The newest wig product in store is a innovative hair-piece called the Aura Fall. “We’ve breathed new life into the classic hat fall. The Aura Fall can be worn as a hat fall, just bangs in front, or just hair at the back – also in a pony-tail. It’s revolutionary thanks to greater comfort and versatility, as well as a seamless, natural look.” The price is also reasonable, making this product accessible to more women. Scanning the salon as Shaindel turns her blow-dryer to a wig in-wait, we notice a diverse range of clientele. One client is relaxing with a towel around their shoulders, enjoying a hair-wash. Wigs line the walls and surfaces, either washed and prepped for Shaindel’s magic touch or waiting patiently for their owners to pick them up. “One of our goals was to open our hair-care services to women outside of the religious sector, so we chose not to limit ourselves to the sheitel market and to function as a full hair salon. This makes our work interesting, dynamic and fulfilling. ” With the same goal in mind, Fortune Wigs offers a range of hair-care services and products for the hair loss and hair-replacement market, which are available for both online and instore purchase. “These products offer a real solution for women who suffer from thinning hair and just need a filler. Our pieces can be clipped, glued, or taped to the head, depending on a client’s needs.” We step out onto the bustling thoroughWith 2 licensed cosmetologists on staff, can Salewe location: Rechov Tzfat 5/1, Ramat Beit Shemes fare street, and reflect on the interesting make anything into anything, just about. And new niche introduced by Fortune Wigs. The wehair know what customer service really combination of wigs and is refreshing Withmeans, 2 licensed cosmetologists on staff, we can make and a warranty. And now, you don't have to gointo anything, just about. And we know what and successful. “When a woman walks anything the in way to Rechov us. Ruchieservice really means, and a warranty. And now, into a room, her stylist all walks with her,” Betzalel to seecustomer Shaindel sees us off. “That’s Tabak why will we betake hosting us in her you home thishave to go all the way to Rechov Betzalel to see us. don't responsibility for our product services comingand Tuesday in Romema. Feel free to drop Tova Pearlman Weisner will be hosting us in her home. Feel and offer unheard-of warranties.” in and say hello. We look forward free to meeting to drop in and say hello. We look forward to meeting Shaindel says they’re you, openand to expansion the beginning of a relationship. you, and the beginning of a relationship. in future. “We’re working on perfecting our business model with the long-term goal of Fortune Wigs Ltd. duplicating it in multiple locations, each Betzalel 48, Jerusalem of which need a manager with a broad knowledge of hair and wigs, and an entrecs@fortunewigs.com preneurial spirit.” From the looks of it, For02-372-1533 tune Wigs is a hair business that just keeps on growing.

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BREATHING LIFE INTO BALLOONS Interview I Chava Simon I Simon Balloons

hat made you go out and choose balloon sculpting as a career? At the time, I was an English teacher and in order to help my students remember the material I had taught them, I used lots of different visual aids. I was always looking for new entertaining ways to teach the various English letters, sounds and words. I started looking for something exciting to do with my students and I had seen that balloons fascinate both children and adults. I discovered that my true passion was to entertain and put a smile on people’s faces, so I decided to take a course in balloon sculpting. Aren’t balloons only for birthday parties? Balloons can be used for almost every type of private or community event, including bar or bat mitzvas, chalakehs, brises, and of

course, birthdays. Balloons are also great tools to incorporate into an educational framework, at school fairs, summer camps, ganim or tzaharonim. For example, every ganenet uses balloons for gan parties, and can benefit from knowing a few tricks of the trade to enhance the way they use balloons in their gan. It’s a novel concept, but everyone loves it and it’s a positive and colorful medium that educates through entertainment. I offer fun activities and workshops for families or groups, where I incorporate balloons into an activity or teach the basics of balloon sculpting. What do participants most enjoy about your work? I recently did a chalakeh party and the mother was absolutely thrilled. She said she was so happy that she had found something that all ages—baby, toddler, child, adolescent, adult and even pensioner—were able to enjoy. I’ve noticed that everyone leaves the event

with something else! And the children are so happy to have a special, custom-made balloon of their own to take home. Balloon sculpting sounds like lighthearted fun. Can anything go wrong? An event planner once called me, frantic, that she had ordered balloons for an event but the balloons that had been delivered were the wrong color! She enlisted my help, and I had new arrangements in the right color ready for her within one hour. Is there room for improvisation? You definitely need to learn how to come up with last-minute creative solutions. Recently a client had ordered a big balloon arch for an event. The only problem was that we discovered too late that the hall had a very low ceiling and the dimensions of the arch wouldn’t work with that height. In the end, we created two balloon pillars instead, and they were beautiful.

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Simchas I Interview I Arik Friedlander Manager of the Beit Shemesh branch of Givani Suits

Suits You Perfectly Givani Suits was founded 15 years ago in response to a lack of high-quality suits in the Israeli market. Sourcing the highest standard of fabric and design from Europe, the business has attracted distinguished customers such as musicians, actors, and members of Knesset. They expanded to Bnei Brak three years ago, and their Ramat Beit Shemesh branch is now celebrating its first anniversary.

ell us about Givani suits. Our suits are made of the highest quality and are manufactured in France, Spain, Italy, Portugal, Ukraine and Turkey—we’re not fans of China. Every suit is wool-based, so we have 43-100% wool, and we use the highest standard of materials in the industry. Do you carry other items? Certainly. We carry cufflinks—some are 14K gold plated and contain 100% genuine Swarovski crystals—ties, shirts, socks and belts. The shirts we carry at the moment are not produced by Givani, but we’re developing a line of shirts and socks that will hopefully be available by Rosh Hashana. Who are your typical clients? We’ve sold suits to musicians, actors, and diplomats from the Knesset. There are many grooms who come in, of course. But really, anyone who appreciates superior quality will come to us. What type of suit is most practical for your clients? There are so many different types of people with different needs, but typically the higher percentage of wool, the airier the suit will be and the better it will hold its shape. That makes it a multi-purpose, all-season type of suit. So if you’re going to invest in just one, I’d recommend going for the higher percentage of wool. Someone who wears a suit every day is probably going to need around 10 suits in his wardrobe. You’ll need fewer of them when you have one that’s more durable and will hold its shape better. We sell a tremendous amount of suits to grooms, the suits are very classy. Typically they’ll take black, but even when it comes to black—there’s high quality and there’s higher quality. We believe that a groom should really feel like a king, and we know that they feel that way when they put on a Givani suit. We see their smiles and we get their hugs and thank yous.

CONTACT Arik Friedlander is the manager of the Beit Shemesh branch of Givani suits. Visit your local branch of Givani and experience the quality and service that has made Givani the most popular brand among Anglos for the last 16 years. Ramat Beit Shemesh: Nachal Zavitan 2, 02-543-8414 Sun- Thurs: 5 PM- 8 PM or by appointment, 052-470-2081 Yerushalayim: Yaakov Meir 6, Geula, 02-538-6776 Bnei Brak: Rabbi Akiva 33, 03-578-0151 What’s the verdict on washable suits? Wash and wear has become a big pull for customers, and I understand why; they are definitely more cost-effective than frequent dry-cleaning trips. But something that consumers don’t consider is that a 100% wool suit does not—in fact, should not—be taken to the dry-cleaners for every small stain. You can clean 95% of stains by gently using a baby wipe or warm washcloth, and your suit will keep its shape and last longer. The advantages of using high-quality wool far outweigh the inconvenience of not being able to machine-wash the suits. Additionally, there’s wool and there’s WOOL. Our suits are handwoven; they hold their shape better and crease less. It’s a whole different class of material. Just another point, when you buy clothing in Israel there is no regulating body ensuring that the labels on clothing are accurate, so it may say it’s washable or that it contains a certain percentage of wool, but there’s no way to prove that’s true. So buyer beware, buy

only from a reputable company where they know how their suits are manufactured. What happens if a customer is unhappy with his purchase? If it wasn’t altered, we will usually return 100% of their money. Customer satisfaction is of utmost importance to us. What do you see as the future of your company? We plan to continue to study the trends and design the latest fashion in the most affordable way, to use high-class threads and fabrics and to continue to invest in the highest standard of customer service. We may open another store or two in the future, and we may develop more accessories of our own. Any final thoughts? Are there cheaper suits out there? Yes. Are there lower-quality, washable suits? Yes, and many of them are completely good suits that will give you a lot of value for your money. But if you’re looking for something of the absolute highest quality—come to Givani.

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Givolim Institute Therapeutic and Educational Center Eyal Ben Yaakov 054-671-3010 givolim.givolim@gmail.com ALTERNATIVE MEDICINE Dr. Reuven Rosenberg 058-432-5849 ihc.rmr@gmail.com Rachel Koenigson Accupuncture 054-787-2151 teachingvitality@gmail.com Shana Neril Naturopath 054-771-9432 shana@maayanhealth.com Cranio Sacral/ Acupuncture/Homeopath Yaakov Wieder 02-540-1324 chen.vachesed@gmail.com

THERAPISTS Nancy Schwartz 058-630-0372 nbesser1968@hotmail.com Avraham Friedman 054-589-3399 avrahammsw@gmail.com Rachel Horvitch 054-215-7088 rachelhorvitch@gmail.com Way to Light Treatment of Addictions Shmuel 050-236-4401, 02-534-3604 haderech01@gmail.com Batya Gorman 054-655-1793 batyagorman@gmail.com Yehudit Kushelevsky Psychologist 02-644-7505 yehuditk45@gmail.com

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

HaMischak Ha'amiti Play Therapy 054 846 0454 gorachel@neto.net.il Dr. Natalie Gar Psychologist 054-440-3979 Lynn Paul Speech Therapist 052-387-0728 lynnpaul57@gmail.com Aryeh Feldstein Physical Therapist 058-781-9801 aryehpt@gmail.com Ow-to-Wow Mobility Specialist Shoshana Shinnar 058-612-2014 poshshosh@gmail.com Emotional Health Healing Lena 054-758-1206 zvilenazvi@gmail.com

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

Is Your Dentist Up to Date?

Dentistry has advanced by leaps and bounds in recent years, but not all dentists have consistently updated their practice to match these advancements. By Dr. Zev Mickler, DMD

n this article, we will list a few things you might want to take note of at your next visit to determine whether your dentist has been staying up to date. You may want to ask yourself the following questions: How well can your dentist see your mouth? Given that the mouth is a relatively small and dark space and the teeth are quite small, proper care requires professional optical equipment, including magnifiers (at least 4x) and a bright light. Without proper optical equipment, a dentist won’t be able to see well enough to carry out the very precise procedures needed to give good care. Precision is key in every profession and especially in dentistry; it has a direct impact on the quality and durability of the

work being done. Additionally, optical and magnifying equipment are essential when diagnosing and locating problems, which cannot be identified without these tools. Is your dentist using up-to-date X-ray technology? If your dentist takes an X-ray and you notice that he’s still developing film the ABOUT THE AUTHOR Dr. Zev Mickler is a dentist with over 10 years of experience. His clinic in Jerusalem offers a range of professional, friendly and pain-free dental care utilizing the latest technology, as well as 24-hour availability to treat emergencies. For more information or to book an appointment, call 02-624-8177.

If you find yourself face-to-face with a giant syringe when going in for a filling or—even worse—a root canal, you may want to reconsider whether this is the right clinic for you

old-fashioned way—that would be an excellent time to say thank you and run for your life! In our times, there is no justification for using these outdating imaging technologies, when there are far superior methods available on the market. A dentist should recognize the importance of technological advancement in his field. Does the dentist use the latest techniques for pain management? If the idea of walking around for several hours with numb lips doesn’t appeal to you, you should know that these days, dentists have access to methods for precision anesthesia that safely and painlessly numbs only the area of the tooth he’s working on. If you find yourself face-toface with a giant syringe when going in for a filling or—even worse—a root canal, you may want to reconsider whether this is the right clinic for you. How does the office smell? Some people feel nauseous just thinking about walking into the dentist’s office. Upto-date medications and chemicals, however, should spare you that “dentist-office” bouquet. A strong smell is a warning sign that the treatment you’re about to receive is not going to be of the highest quality. Where is your dentist sitting? In order to access your teeth and perform the delicate movements required to treat them, your dentist needs to be sitting above your head, while you lie completely horizontally on the dental chair—unless special circumstances prevent you from lying flat on your back. This position gives the dentist a good view of all areas of your mouth and is most comfortable for both of you. Your mouth is an important organ and it deserves the best! Make sure it’s receiving the most professional and advanced care available.

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Bizness I Debbie Wolf Institute of Aesthetic Medicine

Summer Sun: Skin Care and Zero Hair Now that school is on summer break and stores are already holding their first sales of the season, women all over Israel are preparing their skin for Israel’s Mediterranean climate with its soaring temperatures, thick humid air and inevitable sun exposure. In summer, women pay special attention to their skin, but not only for its protection. Many women’s annual summer skincare regimen also includes hair removal.

air removal is a subject that occupies much of women’s waking hours. Not all women, but enough to make it a necessary and lucrative industry. Time-consuming and uncomfortable procedures—like painful waxing, frequent shaving and messy chemical depilatories—are now a thing of the past. Electrolysis, which involves inserting a tiny electric needle into each follicle, is effective but unpleasant and tedious work. Laser hair removal—when performed correctly—is highly effective and considerably less agonizing. Laser technology is the newest technique on the market and is today’s preferred alternative, treating unwanted hair at its source inside the hair follicle, neutralizing the root and preventing regrowth. Constant technological advancements in laser hair removal make it possible to obtain permanently hair-free skin after just a few treatments. Today, permanent hair removal is generally performed using two light technologies, laser and IPL (Intense Pulsed Light), through absorption of light energy. Both methods harness the power of light to heat hair follicles without damaging the skin. Regular laser hair removal uses a highly-focused light wave. IPL, in contrast, requires more precision since it distributes the light energy over a wider wave, but facilitates more effective, permanent hair removal by destroying the hair at the root. It sounds very scientific but it’s actually a simple mechanism. Think of the difference between walking barefoot under a blazing sun on light-colored sand or on dark-colored asphalt. Dark colors absorb light energy, while light colors reflect it; and energy is converted to heat when it’s absorbed. In the same way, dark-colored hair absorbs more energy from the laser in contrast to the light skin that surrounds it. In the past IPL was cheaper and therefore more popular, but in recent years top-class

clinics are using only lasers to treat their clients as the results are much quicker and far more effective. The concept of using heat on skin might not seem like a very attractive proposition, especially since the ozone crisis at the end of the twentieth century when the dangers of sun exposure and tanning beds came to light. But light technologies used today for hair removal are more advanced, more effective and more precise, and have been tested over the course of decades and are perfectly safe and radiation-free.

ABOUT THE INSTITUTE The Debbie Wolf Institute of Aesthetic Medicine offers a full range of aesthetic services including cutting-edge laser treatments, professional medical consultations, and a line of high-quality, affordable cosmetic products. The Institute is currently operating through three branches (in Bnei Brak, Kiryat Sefer and Jerusalem), and is hoping to expand to more locations in the near future. The institute can be reached at 1-700-500-401 or online: www. debbiewolf.co.il.

In some cases, the effectiveness of the light absorption mechanism on fair hair or very dark skin is limited. However, laser technology works by using light beams of varying wavelengths, and a skilled cosmetician with the right technology can adjust the wavelength to suit both hair and skin color. Debbie Wolf clinics use Y.A.G technology, specially developed for treating dark skin, in all laser hair removal treatments performed at their clinics. Clients of all skin colors are thrilled with the results. Debbie Wolf clinics also use cryogen gas to cool the treated area of skin, which, while increasing the cost, allows an increase in the intensity of the laser to achieve optimum results and a shorter treatment timeframe. If a treatment is imprecise and the temperature is too low, it can actually have the opposite of the desired effect, and cause increased hair growth! That’s why it’s very important to choose a skilled and experienced cosmetician who works under medical supervision. (The Ministry of Health requires all laser treatments—as opposed to IPL—to be carried out under medical supervision.) Debbie Wolf uses only the most cutting-edge laser machines which can only be found in Israeli hospitals and Debbie Wolf clinics. All staff are required to have official certification and professional experience and must undergo training for the clinics’ state-of-the-art technology and equipment. The department also has a dedicated in-house dermatologist who supervises all hair removal treatments. Laser hair removal might sound like the miracle all women have been waiting for. And in a sense, it is. But while the technology is able to permanently destroy all active hair follicles, there may be inactive follicles that haven’t yet grown hair, and laser treatment will not be effective on those follicles. It’s possible that inactive follicles will become active and start growing hair despite treatment. However, the vast majority of clients achieve excellent and permanent results.

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Health & Wellness I Super-Pharm I Why Does My Pharmacist Give Me Instructions?

All About Drug Absorption If you take prescription drugs, you may have received directions from your pharmacist or doctor about how to take them: morning, afternoon, or evening; before, during, or after a meal… and you may be wondering why these instructions matter. In this article, we will explain some of the mechanisms that affect the way a drug is absorbed. B y Super-Pharm

URATION OF ACTION Duration of action is the length of time that the effects of a drug can be observed in our bodies. This length of time is influenced by a variety of factors, but as a general rule, our bodies start to break down the drug as soon as it is digested, and a drug that breaks down into chemicals that are still active will last longer than one that is only effective in its original chemical composition. COATING The coating is one factor that can influence a drug’s duration of action Not all drugs have coatings, and the ones that do may have different types that are meant to serve different purposes. The simplest type of coating is merely to protect the drug from oxidization or moisture and maintain its freshness and stability. Some drugs are coated with a compound that protects the esophagus and stomach from coming into contact with a drug that may irritate these organs and cause nausea and stomachaches or, with prolonged use, local inflammation or ulcers. Another type of coating protects a drug from acidity in the stomach, which may cause it to break down or become ineffective before it reaches the intestine. These coatings can withstand the high-acidity (low pH) environment, but once they reach the duodenum or small intestine, which are low-acidity (high pH), they break down and allow the drug to be absorbed. This type of coating is called an “enteric coating.” Drugs with an enteric coating should be taken on an empty stomach, because the acidity level decreases while the stomach digests food, and in a higher-pH environment, the drug may start to break down before it has reached the duodenum. That can change the way the drug is absorbed and consequently, its effects. BIOAVAILABILITY Bioavailability is the proportion of a drug that is absorbed into the body and reaches the bloodstream. For example, the active ingredient in a 500mg Acamol pill is paracetamol (also known as acetaminophen), and if we can only absorb 400mg of the available paracetamol, its bioavailability is 80%. Bioavailability differs from person to person based on their metabolism, age, and other factors, so it’s normally expressed as a range—for example, 70-90%.

ELIMINATION Every drug, whether taken by mouth, injection, suppository, etc., should have a controlled effect on the target organs. While the drug is at work, our body continues clearing waste out of our systems. Waste elimination occurs through a few different systems and organs, and the liver—which breaks down chemical compounds in the body—is central to this process. The drug will be broken down by the liver and will eventually be expelled from the body through one of the elimination systems, such as the urinary system, the digestive system, the sweat glands, etc. Normally, the concentration of a drug in the blood system and in the target organ rises shortly after taking the drug, and then gradually lowers. In effect, each drug engages in a sort of “race against time” to have the maximum effect before it is expelled from the body. HALF-LIFE The “half-life” of a drug defines the amount of time it takes for the concentration of a certain drug in the bloodstream to go down by half. The higher the half-life, the longer the drug stays in our system in its initial composition, and this usually means its effects will be longer-lasting. The half-life of a drug is influenced by many factors, such as: how widely the drug is dispersed (it it’s absorbed by the fatty tissues, or just the cells, for example), its molecular composition, and how easily the body is able to eliminate it. MAXIMUM SERUM BLOOD CONCENTRATION This defines the maximum amount of the drug that can be concentrated in the blood. If the drug is taken once, it will reach its maximum serum blood concentration fairly soon after it is taken and will gradually decrease until it’s been completely eliminated from our bodies. If the drug is taken regularly, however, its blood concentration will rise, since it won’t have a chance to completely leave our systems, and another dose will add to the amount already found in the blood. In general, if you take a drug regularly, after four “half-lives,” the drug will reach saturation—that is, a situation where the concentration can no longer rise even if you take more

ABOUT THE COMPANY Super-Pharm is the largest and most popular pharmacy chain in Israel. Super-Pharm Big Fashion is located in the Big Fashion Mall, Yigal Alon 3, Beit Shemesh. Adi Levy can be reached directly at adil@Super-Pharm.co.il.

doses, and will stay at the same level from that point. Maximum serum blood concentration has therapeutic implications. For example, when treating high cholesterol, we want the maximum serum blood concentration to coincide with the time the liver is producing cholesterol. This occurs at night, during sleep, and therefore, doctors usually recommend taking cholesterol-reducing drugs right before going to sleep. FOOD & DRINK Some drugs are absorbed better when they are taken with food, and some on an empty stomach. There are a few explanations for this: • An active ingredient that is fatty will be absorbed better alongside other fats • An active ingredient that is absorbed better in a higher-pH environment is better taken after a meal, since the stomach will be less acidic • A drug without an enteric coating may irritate the stomach lining, and is therefore best taken along with food, which can prevent it from having too much contact with the stomach lining However, in most cases, taking a drug before or after a meal doesn’t have that much significance. Even if the food increases or decreases its absorption, these changes are minimal and the drug will likely still be effective. DOSAGE FREQUENCY All these parameters can explain how dosage frequency works. There are medications you can take once per day that will last all day (such as the allergy medicine Lorastin), and medications, such as Sinufed, that need to be taken thrice per day. The longer the drug stays in your system, the fewer times per day you need to take it, and vice versa. The duration of the drug’s effect depends, as we have seen, on many factors, such as bioavailability, half-life, active metabolites, and more. In the case of antibiotics, it´s very important for the drug to maintain a steady concentration level in the blood. The bacteria that cause infection don’t sleep at night; they are constantly multiplying. Therefore, there must be enough of the antibiotic in the blood to kill them off at any given moment. Because of this, the general practice is to divide the day into equal parts. Some antibiotics can be taken once a day (such as Azenil), since the medication is absorbed into the tissues, and is slowly and steadily released back into the bloodstream. It stays active in our systems even when we’re no longer taking it. It’s also important to take the full course of antibiotics as prescribed by your doctor. Stopping in the middle, when some of the bacteria may not have been completely destroyed, opens a window for the bacteria to build resistance against the antibiotics, so they will no longer be affected by it—which will require continued treatment with a stronger antibiotic. TAKING MULTIPLE MEDICATIONS PER DAY It’s important to take medications at the prescribed times. Some medications should be taken in the morning, while others should be taken at night. Your doctor or pharmacist will give you directions. Generally, you can take multiple medications together, provided there is no reason to separate them. You may be directed otherwise, for example, if one medication must be taken with a meal while another must be taken on an empty stomach, or if there is some kind of interaction between the drugs that may affect their function or absorption. Make sure you are familiar with the doctor’s instructions and be sure to consult a professional if you have any doubts or questions.

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

Cutting-Edge Dentistry Dentistry has been completely revolutionized by technological advancements in recent years. Dental treatments are now faster, easier and of higher quality than ever before. By keeping up with the latest technology, Dr. Eli Prenzlau's practice has remained on the cutting edge of modern dentistry.

ow did you get started in the field? I was trained at the University of Colorado School Of Dentistry, and practiced in Denver for seven years. I combined seeing regular dental patients in my office with a specialty in geriatric dentistry, working several days a week with elderly patients in nursing homes (and becoming a member of the American Society for Geriatric Dentistry), and also worked with handicapped patients through The National Foundation of Dentistry for the Handicapped, using portable dental equipment. My family made Aliyah in 1983 and I opened my practice in Jerusalem. My uncle, Dr. Yehoshua Wallach, (nephew of Dr. Moshe Wallach, the founder of Shaarei Tzedek) had practiced dentistry in Jerusalem for 50 years and since he was at the end of his career, he gladly referred his patients. I was a founding partner in Migdal Hashen on Keren Hayesod St., and practiced there for 10 years before opening this office in 1994. Why is your practice called an Oral Health Center? What services do you provide? We provide a comprehensive service incorporating treatment from many specialists working together. I specialize in oral rehabilitation, implants and esthetic dentistry, and

our practice includes another dentist who does general adult, and pediatric dentistry. We also have a root canal specialist (endodontist), and an oral surgeon specializing in all areas of oral surgery, as well as Botox treatments and facial sculpting and fillers. A number of hygienists, assistants and dental technicians complete our team. Although there is no orthodontist in our practice, one practices right above us, to whom we often refer patients. How has technological advancement affected your practice? The whole world has changed when it comes to dental technology. We use computer-assisted design and manufacturing (CAD/CAM) to make dental work easier,

ABOUT ORAL HEALTH CENTER Dr. Prenzlau’s Oral Health Center in Jerusalem offers the full range of dental and oral health treatments, including oral rehabilitation, implants and esthetic dentistry. They are located on Rechov Azza 26 in Jerusalem and can be contacted at 02-566-0669.

faster, more precise and more esthetically pleasing. Before we begin esthetic work, we offer a Digital Smile Design, creating a digital mockup of the work we’re planning. Our office was redone six years ago, updating all our equipment to “go digital”. Now, all X-rays are digital, including an in-house digital panoramic X-ray machine. This not only gives the best results but also saves patients time and headaches, since we don’t send them anywhere else for these procedures. What are the most common issues that you deal with, and how have things changed over time to make your job easier? In the past, the art of dentistry required us to replace patients’ missing teeth with either bridges, partial or full dentures or other removable appliances. Today, modern technology has changed the entire picture. Implant dentistry allows for the replacement of a single tooth, up to a full set of “permanent” fixed teeth. In our office, we specialize in minimally invasive implant technology, called “all on four” and “all on six”, meaning that implants can be tilted, thus avoiding complex and painful surgical procedures, like sinus lifts and bone grafting. In terms of general dentistry, today we use composite white-bonded resin restorations, as well as porcelain and zirconia, which look nicer and last longer. Many of these materials also contain fluoride as an added protector,

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in addition to providing increased strength. Everybody wants a brighter smile, and bleaching has also come a long way. In our office, we offer in-office bleaching with our incredible Zoom machine, an affordable technique. In only an hour to an hour and a half, the patient leaves with a lighter, brighter smile. One of the latest advancements in whitening is now available in our office as well—a onesize-fits-all disposable tray system, which fits over anyone’s teeth, and can be done at home. Aside from your uncle, have any other mentors guided you in your career development? Dr. Gordon Christensen, a world-renowned dental educator, was my instructor at the University of Colorado and has continued as my personal friend and mentor over the years. In fact, I brought him to Israel to lecture several times over the last 35 years, and hundreds of dentists attended his courses. Speaking of which, what’s your approach to continuing education? I place a very strong emphasis on continuing education, which is required by both the American Dental Association and the Israel Dental Association (I hold membership in both). It’s especially important in dentistry, due to rapid advancements and changes in our field. My team has traveled to Dr. Christensen’s courses in Utah, and to many courses at the Pankey Institute in Florida. We now also have a Study Club in Israel, established with the Spear Institute in Arizona. In our office, we strive for perfection, and by keeping up with all the latest advances in procedures and materials, I can offer these most updated techniques to my patients. What best practices do you recommend for adults to maintain their oral hygiene? Adults should brush their teeth twice a day, morning and night, for at least three minutes. I recommend an electric toothbrush; studies show that an electric brush is more efficient than hand brushing. Flossing is also essential—unfortunately, most people don’t floss enough. For those with implants or dental crowns and bridges, we highly recommend the water pick or an Israeli invention, the Silonit, a non-electric option. This is especially important for women of childbearing years, due to hormonal changes affecting their teeth and gums. Fluoride toothpastes are important, since it’s the only fluoride application adult teeth receive. Although fluoridated water is good for children’s teeth while forming, it doesn’t have much effect on fully formed teeth. Keep up with regular checkups and preventative treatments at your dentist. Don’t wait until you have a toothache. By then, it’s too late and you may already need a root canal and crown.

JULY 2018

In our office, we stress the importance of prevention through routine recall appointments every six months, which consist of cleaning by our hygienists and examination (including an oral cancer detection exam) by the dentists. This preventive-oriented dental technique helps avoid severe problems and will save you pain and cost in the long run. What is the key to growing a successful dental practice? I would say that the most important thing is teamwork—to have a staff of dental assistants who know how to work with the dentists, not only in interacting with patients, but in actually performing procedures. We call this “four-handed dentistry”, and I train my assistants to be EDDAs (expanded duty dental assistants) so they can take photos, impressions, X-rays, etc. Aside from the assistants, my secretary, Michal, has been with me for over 20 years, so the patients all know her and are very comfortable with her. Our hygienists have also practiced with us for many years. It’s very important to have our team of dentists and the rest of our staff working together as a solid group, in order to build a good practice. What procedures are presently being done in your office? ● Our surgical department, under Dr. Guy Sharfie, a top oral and maxillofacial surgeon from Hadassah Medical Center, provides the following: 1. All types of extractions, including fully impacted wisdom teeth 2. Implant placement including bone grafting and guided bone regeneration 3. Endondontic (root canal) surgical procedures (apicoectomies) 4. Botox and facial sculpting with fillers 5. Biopsy and pathological evaluation 6. Periodontal or gum/tissue surgery 7. Socket preservation techniques 8. Full sinus lifts (when needed) ● Our endodontic department, under Dr. Tammy Silva, a U.S. board-certified endodontist, provides: 1. All root canal treatments 2. Retreatments of failed or compromised older root canal fillings 3. Pediatric root canal treatments (“pulp capping”) ● Our general dentist, Dr. Alon Eidilitz, from Hadassah Dental Center, provides: 1. Beautiful esthetic white porcelain, bonded restorations/fillings 2. Bonding fractured or chipped teeth 3. Implant restorations and bridges 4. Pediatric and adult pit and fissure sealants 5. General and pediatric dentistry

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Dr. Prenzlau, in which areas of dentistry do you personally specialize? It’s called “the art of dentistry”, and there’s a reason for that terminology. One needs to be particularly artistic when working with fine materials in the front area of the mouth. I have many years of experience and expertise in working with bonding of front teeth, especially with thin porcelain laminate veneers. This type of treatment can do wonders not only for the patient’s smile, but also for their self-esteem. With today’s advanced zirconia materials, the esthetics and outcome are phenomenal! I also concentrate on full mouth rehabilitation, which means restoring patients’ teeth with crowns or bridges over implants or their own natural teeth. In addition, I enjoy working with the geriatric population—helping them keep their own natural teeth for their entire lives! By working in conjunction with all of our specialists, we can accomplish so much together; specifically, I focus on the following: 1. All rehabilitative and reconstructive dentistry—from cases of worn dentition through beautiful zirconia-based crowns, bridges and veneers 2. ER or esthetic recontouring, of fractured and chipped teeth 3. Solving complex dentition problems; with digital means, through our Digital Smile Design, where patients can “see” the outcome before even beginning any dental work. By using the computer, they can envision what their teeth will look like, and even have a mockup of the case to try into their mouth! 4. Fully reconstruct patients with implants—from single crowns to full permanent teeth. There are many dental clinics in Jerusalem. Why do your patients choose you? Do you want to know the truth? The reason people choose a dentist probably has nothing to do with your technical skills and your knowhow. They are not even aware of all your knowledge and experience. It’s mostly due to being able to click and connect with the patient. A dentist who has a warm smile and is genuinely interested in the patient makes them feel more confident about dental treatment. People want to know that they can trust you. If you talk to them patiently and kindly, and explain everything thoroughly, they’ll feel comfortable and will trust you with their oral health care. It’s a good thing that here in our practice, the dentists are highly trained and experienced, because even though the patients might be choosing to come here because of our good bedside manner, at the same time, they are actually getting the best in cutting-edge modern dentistry.

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Health & Wellness I Interview I Esther Herman Clinical Social Worker and Head of Mayanei

Identifying and Treating Eating Disorders In the Religious Community South African-born Professor Rael Strous, Medical Director and head psychiatrist of the hospital’s newly-opened Mental Health Center, says that no community—including the orthodox community—is immune to the mental health challenges of the wider society. “A society in denial about mental health issues will ultimately pay a high price in terms of social ills and community dysfunction. Israel needs a mental health center that caters to the religious community, since we know that up to 70% of that community refuse to go to a secular mental health facility. Cultural sensitivity for religious patients is a major priority, and we are determined to eradicate the emotional fragility that once plagued religious families around mental health issues. This is reflected in our stated goal to integrate each and every patient back into their family and community."

ithin Maynei Hayeshua's psychiatric department, a special unit was established to address one of the invisible epidemics of modern life that is just as pervasive in the charedi community as it is elsewhere: eating disorders. We spoke to Esther Herman, head of Mayanei Hayeshua’s Eating Disorders Clinic, about the causes, warning signs, and treatment available. What lies at the root of eating disorders? No one knows exactly what causes eating

disorders, but a growing consensus suggests that these disorders are rooted in a mix of biological, psychological, and sociocultural factors. An exaggerated need for control is often part of the picture. A distorted body perception can convince sufferers that no matter how thin they are, they can only become beautiful if they become even thinner. This takes over a person’s life, with the obsessive management of appearance and weight counting more than their own health. How do eating disorders manifest themselves?

It typically begins as teens—girls and boys—struggle with their self-image. During the adolescent years, there is a strong need for social acceptance, and it is only natural for teens to want to be seen as attractive. Teenage girls in particular can sometimes spend hours in front of the mirror, studying their faces and bodies. When this spirals out of control, it can become deadly. Eating disorders usually involve abnormal eating habits that negatively affect a person’s mental and physical health. The most common of all the known eating disorders is anorexia nervosa, which manifests as a distorted negative self-perception of being fat and unattractive. As a result, the person literally starves herself or himself in order to lose the perceived “extra” weight. Other forms of eating disorders include bulimia, which involves binging on food and then forced vomiting; and excessive or compulsive eating. How do eating disorders affect the religious community? The lives of teenage girls from religious families are largely governed by strict school rules, stern parental decisions and social pressure. These girls may reach a point where what they put into their bodies feels like the only way they can exert any control over their lives. Many used to think that it was only girls in the secular world, constantly exposed to media and advertising, who formed an impossible ideal for appearance. Unfortunately, the religious community is not immune to eating disorders, even though religious girls have little exposure to media and advertising. Some young women are encouraged to start dieting before they begin the shidduch process, and they cannot stop dieting even when they have reached their target weight. Are there special factors that cause eating disorders in the religious community? Surprisingly, it is family members who often unknowingly encourage the phenomenon by placing excessive focus on being ‘healthy,’ ‘thin,’ ‘beautiful,’ and ‘ready for shidduchim.’ For example, the mother of one patient used to give her daughter money for every kilogram she lost. That daughter is now anorexic. In extreme circumstances, families that place too much emphasis on healthy foods can cause an extreme reaction. Teenage children may avoid eating altogether, thus preventing the intake of vital nutrients. Kids with self-esteem issues, with a tendency towards perfectionism, and who grow up in very critical environments are more likely to develop anorexia.

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Hayeshua's Eating Disorders Clinic Are eating disorders treatable? With proper treatment, the answer is yes. Of course, it would help if we could point to one specific cause. One reason that the disorder can be hard to treat is that is so difficult to obtain compliance. There is an urgent need for more facilities to treat eating disorders. Experts estimate that around 50,000 girls and boys in Israel suffer from anorexia. It is well documented that anorexia is a serious psychiatric illness with a mortality rate of up to 20%. Last year, Mayanei Hayeshua opened a brand new multi-disciplinary Mental Health Wing, incorporating an outpatient clinic specializing in eating disorders. We are actively planning to expand the clinic into a full-fledged Eating Disorders Department that will include a number of inpatient beds and a full Day Care program, so we can really tend to our patients on an intensive 24/7 basis. How is Mayanei Hayeshua tackling eating disorders? Our treatment techniques include behavioral models offering incentives for cooperation and disincentives for lack of compliance. We have a multi-disciplinary team of professionals: psychiatrists, psychologists, social workers, dieticians, cognitive-behavioral therapists and parental counselors. We subject young women who are hospitalized for treatment of anorexia to a very strict program designed to save their lives. We also administer an educational program that helps keep the girls part of their community. We are one of a very few hospitals in Israel that specializes in treating eating disorders. What are the warning signs? Eating disorders can often go undetected until they are quite advanced. This is both

because the patient (and often the family) is inherently in denial that there’s anything wrong, and because patients make great efforts to hide their illness. Some young women with eating disorders are not necessarily alarmingly thin. The problem is not their objective weight. The problem is that it can be so difficult to spot the symptoms. The most obvious signs are an unending diet, obsessive restriction in calorie intake, and complete avoidance of carbs or fats.

Experts estimate that around 50,000 girls and boys in Israel suffer from anorexia Is there a spiritual element to eating disorders? There can be. Some young people develop an attitude toward eating that might be described as religious: assigning moral or spiritual virtue to avoiding unhealthy or calorie-dense foods, or food in general. The person’s sense of self-value revolves around eating or avoiding eating, and around losing or gaining weight. Food becomes an obsession, both in thought and in action. Patients can develop rituals around preparing food, serving food to others, collecting recipes, eating according to self-made sets of rules and avoiding eating in front of other people. At what stage does an eating disorder become life-threatening? Starvation begins to affect a person’s physical health. Usually, the family physician will

refer a patient to us based on physiological symptoms: weakness, unexplained fainting spells, quickened pulse, hair loss, complaints of feeling cold, tingling in the extremities, stomach-aches, or menstrual irregularities. The patient often does not make a connection between these symptoms and malnutrition. It can be even more difficult to identify the disorder with boys, since society rarely makes the connection between independent and self-sufficient teens and a mental disorder. But it is not only physical symptoms that raise the alarm. Patients are referred to us because of emotional symptoms. A teacher or counselor may report that the girl is isolating herself, suffers from mood swings or shows no interest in social activities. What is the biggest challenge to successful treatment? An eating disorder is essentially a struggle over the life of someone whose distorted thinking prevents them from understanding how much harm they are causing to themselves. Even patients who understand how serious their situation is and who want to be healed, find it hard to break their obsessive patterns of behavior. Many of the patients who arrive at Mayanei Hayeshua are in an advanced stage of the illness. Their desire to continue losing weight is paramount. When we have no choice, and we assess that the patient’s life is in danger, forced hospitalization can sometimes be the only solution. How does Mayanei Hayeshua involve families and the community? Our policy is—wherever possible—to actively involve parents in the healing process, at all levels, psychiatric, physical and spiritual. It is helpful that in the religious community, children tend to defer to the authority of their parents, who also provide the necessary support and encouragement. We are seeing phenomenal success specifically when we can work with the parents. Similarly, we experience excellent cooperation with schools. One of our 7th grade patients goes to the teacher’s room every day at the 12 o’clock recess and drinks her nutrient formula in front of the teacher. At Mayanei Hayeshua, we are not just reactive. We proactively organize outreach lectures and educational programs for worried parents in order to raise public awareness, to help families watch for tell-tale signs and to send out the message that anorexia is treatable. For more information about Mayanei Hayeshua, visit their website at www.fomhmc.org.

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Health & Wellness I Mercaz Ksharim Addiction Therapy Center

Keep Your Teen Safe from Addiction This Summer The vast expanses of free time during summer vacation offer many wonderful opportunities to teens: new experiences, travel, new social connections, and otherwise time to decompress from a busy school year. Unfortunately, some teens may not use their free time in such a wholesome manner. Teens who have already been struggling with stress or mental health issues may be more tempted to fall into unhealthy behavior patterns without the routine and structure the school day offers them.

he life of a teenager is full of changes, stress and social tensions. During this period, teens may be exposed to new social circles and experiences that were previously not possible. Experimentation with substances like cigarettes, alcohol and drugs may suddenly be an option. Teens who lack the skills to cope with social pressure and the stress of their lives are more likely to be drawn into addictive patterns, and in these cases, their repeated use of these substances can cause them physical, emotional, neurological and developmental harm, sometimes resulting in permanent damage. Substance abuse isn’t the only type of addiction, however. Behavioral addiction to eating, computers, internet, illicit video watching, gambling, and other activities, as well as addiction to inappropriate or harmful relationships, can be equally destructive. IS MY TEEN AT RISK? Teens who may be at higher risk for addiction include: Kids who struggle academically: Students who take their studies seriously have less time to devote to social activities, so a teen who is struggling academically is more likely to spend time with other students for whom studying is not a priority—students who are struggling on other fronts, such as kids who have suffered abuse, kids from dysfunctional homes or kids who are coping with illness or a death in the family. These social circles often skip school, and they may bring drugs or alcohol to their meetings, since they may be turning to these vices to numb their pain. Kids who are socially isolated: Some teens struggle to make social connections. These kids may turn to other activities for fulfillment that don’t require social interaction: computer games, viewing inappropri-

ate videos on the internet, gambling websites, overeating or alcohol consumption while the parents aren’t home. Kids with anger issues: Teens are volatile creatures by nature and angry outbursts can be expected. They are known to sometimes lash out rudely at parents, teachers or peers, and they have a natural inclination to push limits. This is all a normal and healthy part of building their personalities and differentiating themselves from their parents. However, if these angry outbursts are exaggerated in frequency or intensity, this may be a sign of extreme emotional distress. A teen at risk may be violent toward his parents or siblings, get in trouble with the law, disrupt public order or ignore the rules at school or in society.

ABOUT MERCAZ KSHARIM Mercaz Ksharim is a warm and welcoming addiction therapy center in Modiin for adults who suffer from addiction and for their families. In addition to helping teens and their parents cope with the threat of addiction, they offer a unique program that gives hope for addicts to lead a new and better life. Ksharim specializes in treating adults who are addicted to computers, gambling, illicit videos and relationships. They have a special program for spouses of addicts and a program to help young women addicted to harmful relationships with men. The staff includes highly experienced and fully-qualified therapists who are sensitive to the needs of the religious community. For more information on Ksharim visit their website www.ksharim-center.org or contact them at 058-7004846 or office@ksharim-center.org.

The perfect but distant teen: Even a teen who seems perfect in every way—excelling at school, socially active and cooperative—may be hiding a lot of secrets. If she is often absent from home, especially overnight, and gives evasive answers about where she’s been going, there’s a chance that she’s spending that time in unsavory company. In extreme cases, girls who seem perfectly well-adjusted on the outside are leading secret lives involving abusive relationships. These girls may cope with their pain through self-harm, such as eating disorders or self-cutting, hiding her scars under her clothes. Unfortunately, religious and charedi kids are not immune from this type of behavior. Beis Yakov girls too can get involved in clandestine relationships with men which can cause serious psychological damage. WHAT CAN YOU DO ABOUT IT? The best medicine is, of course, prevention. Laying a foundation of healthy communication, starting from early childhood, is the best way to keep your child safe. Your child should feel that he can approach you when he’s struggling and that you will love and support him unconditionally and help him find solutions. A home atmosphere in which all feelings are validated and everyone feels safe to express themselves is one in which addiction is unlikely to flourish. If you suspect that your child is struggling, get help—not just for her, but for you. There are numerous resources you can turn to, from hotlines to mental health professionals to addiction centers. Getting your child to stop the destructive behavior isn’t enough; to prevent the problem from repeating itself, you need to treat it at its core. A comprehensive treatment plan will involve helping your teen develop healthier ways to cope with the stresses of life, and provide guidance for you as well—to lay a stronger foundation of healthy communication and help you work through your own struggles so you can best support your teen.

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Health & Wellness I Rachel Koenigson I Expert

DIY: Facial Exercises to Keep You Feeling and Looking Young Did you know? Exercising the muscles of your face is just as important as exercising the muscles in your body. Cosmetic acupuncture in the office can help with a number of ailments and help you look and feel good when you leave, but I always send my clients home with homework so they can maintain that good feeling until the next appointment.

ere are a few exercises you can do at home to help reduce wrinkles and sagging and to keep your face and neck looking young.

1 PREVENT A SAGGING NECK Lift your chin toward the ceiling while moving your jaw forward. You’ll feel a little tightening under your chin. As your neck extends, the muscles in front relax while the side sternocleidomastoid muscles get a workout. Hold for five seconds, then repeat the movement ten times. 2S TRENGTHEN THE MUSCLES AROUND YOUR MOUTH AND TONE YOUR CHIN Lower the corners of your mouth as if to form a pout or to show a sense of disgust. Don’t be afraid to exaggerate the expression. If you feel a tightening from chin to nose, you’re doing it right! You’re activating your fine mouth muscles, giving them the strength to attain a more relaxed smile. 3 COMBAT A DROOPY SAD MOUTH Close your mouth then smile as hard as you can! At the same time, bring your lips as close as possible to your teeth. You’ll feel a tightening at the edge of your lips. It’s a great exercise! Even a fake smile makes you feel instantly good! What better way to feel fitter and younger? Hold the position as intensely as possible for five seconds, then repeat the movement ten times.

4S HARPEN THE LOWER PART OF YOUR FACE AND PLUMP UP YOUR LIPS Close your mouth and bring your lower lip down until you can see your bottom teeth and feel tension in your chin. Imagine a string pulling each side of your mouth down. Hold the position for five seconds, then repeat ten times. 5 TONE YOUR LIP MUSCLES Exhale completely, sucking your cheeks in to make a fish face and contracting your lip muscles as hard as possible. You should feel a slightly uncomfortable tightening around RACHEL KOENIGSON Rachel Koenigson understands that life can be dynamic and stressful. As a personal trainer, masseuse and acupuncturist she is perfectly positioned to teach clients multiple ways to adapt healthy lifestyles, ease day-today stresses and then treat and bring bodies to equilibrium.

You can contact Rachel via her website: www.rachelshealthandfitness.com. Or call her on 054-787-2151.

the lips. Hold the position for five seconds, then repeat ten times. 6S MOOTH AWAY FINE LINES ON YOUR FOREHEAD Place the fingers of both hands on the forehead facing inward, spreading them out between the eyebrows and hairline. Gently sweep the fingers outward across the forehead, applying light pressure to tighten the skin. Relax and repeat ten times. 7M INIMIZE DEEP EYE HOLLOWS AND DROOPY EYEBROWS Place an index finger under each eye, pointing toward the nose. While keeping your teeth tightly covered with your lips, slightly open your mouth. Flutter the upper eyelids while gazing at the ceiling for 30 seconds. 8L ESSEN DROOPING EYELIDS, CROW’S FEET, EYE BAGS, AND PUFFINESS Press both middle fingers together at the inner corner of the eyebrows, then with the index fingers, apply pressure to the outer corners of the eyebrows. Look to the ceiling, and raise the lower eyelids upwards to make a strong squint, and then relax. Repeat six more times and finish by squeezing eyes shut tightly for ten seconds. Make sure to do these exercises at least once a day. Good luck! Contact me for any questions or to book a trial session at 30% off limited to the end of July!

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Health & Wellness I Orthodontics

Adult Orthodontics: Beyond A Beautiful Smile With the advent of smaller, more comfortable and less noticeable braces, more and more adults are choosing to straighten their teeth these days. By Eliyahu Gherman, DDS

e find that most adult patients approach the orthodontic office with some trepidation. This apprehension typically stems from a combination of the following reasons: “Braces are for young people, my teeth and gums are probably too “old” to move at this point.” “I can’t walk around looking like I’m twelve and expect to be taken seriously.” “I have too many obligations in life to worry about cleaning between my braces every day and dealing with the discomfort.” “I’ve made it this far without braces, there’s no point in rocking the boat.” In fact, many of the adults that do come in to the office are almost apologetic and embarrassed that they are considering braces, as if considering orthodontics as an adult is a sign of vanity or frivolity. The truth is that braces are often more important for adults than they are for children. It is important that we educate our patients about the very important oral health benefits of orthodontic treatment, especially for adults. As we age, the name of the game in maintaining oral health is “bone support.” Think of your teeth as poles in cement. If the cement wears away, the poles start to tilt and eventually can come out. So are the teeth. In a child, poor periodontal health usually results in red puffy gums—gingivitis. Over time, however, the bone underneath the gums begins to erode as well. This is called periodontitis. It is ex-

As we age, the name of the game in maintaining oral health is “bone support.”

tremely difficult to prevent periodontitis from developing and getting worse when the teeth are not straight. This is because periodontitis is caused by bacteria that collect in the crevices and folds of the underlying bone. Straight teeth mean smooth bone underneath and a cleanable dentition that avoids periodontal problems. Patients who already have periodontal problems also benefit greatly from orthodontics. Very often periodontal breakdown leads to teeth that have shifted and unwanted spaces that are now present. Sometimes a food trap persists which can cause more bone loss. Did you know that when teeth are moved in a healthy environment, new bone is formed? Bone is made of cells called osteoblasts and osteoclasts. When gentle pressure is placed on a tooth, the osteoclasts remove bone creating a path for the teeth to move while the osteoblasts lay down new bone. Even patients with many loose or periodontally hopeless teeth often benefit from the bone growth that orthodontic treatment can provide around those teeth or in preparation for implants. The sooner you address these nagging dental issues, the more effective and successful your orthodontic treatment will be. One important note must be stressed. Orthodontic movement is, at its core, an inflammatory process. New healthy bone can therefore only be formed if the teeth and gums are clean and healthy and no other bone diseases such as active periodontitis or osteoporosis exist. My approach is ideal for adults that will benefit from orthodontics to increase the health of their teeth and bone. Many adult patients declare, “I’m probably your oldest patient.” The oldest patient we ever treated was 89 years old at the time (2002)! So ask your dentist or stop in for a free consultation to see if you are a candidate for adult braces.... and go beyond the beautiful smile.

BEFORE

AFTER

This patient had lost many of her back teeth and her front teeth were spaced because of bone loss. She was told they were hopeless and would need to replace them all with a denture. We built up the bone around the teeth through orthodontic treatment. Once they were together we also splinted them with a small hidden wire.

ABOUT THE AUTHOR Dr. Gherman has been creating beautiful smiles over the past 16 years. He received his dental training at New York University College of Dentistry. Dr. Gherman was granted a special award by the American Association of Orthodontists for his achievements in helping to further the science of orthodontics. As an active member of the American Association of Orthodontists and numerous study clubs, he continuously stays up to date with all the latest technology.

Dr. Gherman can be seen at two locations: Jerusalem: Rehavia Dental Center 15 Ibn Gevirol st Rehavia, 02-561-9770, smiledocg@gmail.com Gush Etzion: Harei Yehuda 18, Neve Daniel 02-999-5284, gushbraces@gmail.com

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Health & Wellness I Interview Shai Davids Chinese Medicine Practitioner I Mahat Ruah Clinic

Treating Mind, Body & Spirit

hai Davids is a Chinese medicine practitioner who specializes in treating orthopedic pain, headaches, gynecological issues and fertility, and attention deficit disorder. He studied Chinese medicine at Seminar HaKibutzim in Tel Aviv and interned at Chengdu University in China, and has also taught at Seminar HaKibutzim. He has worked as a therapist at Clalit, and in addition to treating private patients, he volunteers with addicts and people with special needs. His clinic, Mahat Ruah, is located in Katamon in Jerusalem. What brought you to this field? I had an interest in two fields: biology and spirituality. Chinese medicine is a perfect combination of the two; on the one hand, it deals with biological processes, and on the other, it’s based on the premise that the mind, body and spirit are connected and that you can’t treat one without addressing the other. What kind of issues do you treat? Many patients come to me with various

types of pain: back pain, knee pain, headaches, menstrual problems, etc. I also treat fertility problems as well as anxiety and depression, insomnia, eating disorders, asthma, and other issues. Many of my patients come to me after doctors have told them there’s nothing more they can do or that they can’t find anything wrong. Chinese medicine can sometimes have solutions for conditions conventional medicine is unable to address. What treatment options do you offer? Chinese medicine utilizes several modali-

ABOUT MAHAT RUAH CLINIC Mahat Ruah is an alternative medicine clinic offering treatment for various physical conditions that also strengthens and supports natural life energy. Contact Shai at 054-776-3772 or shaidvds@gmail.com, or his website at mahat-ruah.co.il.

ties, including acupuncture, Chinese herbs, Tui Na (Chinese medicinal massage), and cupping therapy. The acupuncture method I practice involves few needles—usually 3-5, and they are tiny, disposable needles, much smaller than needles used for injections or blood draws, so you hardly feel them. The goal of all these methods is to identify and treat the root of the problem rather than merely alleviating the symptoms. I select an individual treatment plan based on the initial consultation and examination, and adapt the plan to their specific needs. What does your diagnostic process involve? In the initial consultation I observe the person’s appearance, noting any discoloration or pallor; listen to their voice and speech rhythm; ask about the history of their illness and its location in the body, their sleep and eating habits, their moods, digestion, etc.; and then perform a physical examination by taking their pulse, which helps me assess their energy flow.

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

Dr. Ari Stern 02-999-6046

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

drstern@neto.net.il

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

THOUSANDS OF FAMILIES USE YOUR HOME GUIDE 2018-2019 FOR PLANNING, REPAIRING AND DECORATING THEIR HOMES. Get your copy of Your Home Guide or check out our website at www.yourhomeguide.biz INTERIOR DESIGNERS & ARCHITECTS Techelet Architecture & Interior Design 074-702-6560 tchelet.archi@gmail.com Marla Haber Goldstein 054-308-0160, www.marla.co.il

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

Element Wood I Expert I 050-676-3222 Iris Linden 052-861-8938 netanelahb@gmail.com irislindesign@gmail.com Harel Construction Panda Interiors- Yisrael Lash 052-607-8797 052-334-5270, israellash@gmail.com info.azoulay@gmail.com ACA Design Studio 02-993-4471 Baruch Tenenbaum Construction Daniel Ablelman 050-674-1976 050-888-4751, abujabri@gmail.com baruchtenenbaum@gmail.com Estie Schulgasser

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Haya Ben Tzvi Architect & Interior Design 051-281-7606, 02-581-4432 www.haya-architecture.com Jennifer Ungar Interior Designer 052-448-7050, jenungar@gmail.com JMark Interiors - Interior Design 02-803-8881, www.jmarkinteriors.com Leah Irenstein Architect 053-317-7450 leahirenstein@gmail.com Mallory Serebrin Interior Design 054-307-7058 Miles Hartog Architect 054-436-4492, mileshartog@gmail.com Revital Reich Architect 02-940-3344, 054-909-4427 revitalreich@gmail.com Rivka Porush Architect 054-843-9991, rivpor@gmail.com Space Design Interior Design 050-591-5005, simiz7@walla.com Techelet Architecture & Interior Design 054-537-7564, 074-702-6560 Tzivia Bodner 02-623-2169 053-654-3045 tziviab@gmail.com Yehoshua Metzinger Architect 054-836-5770 y.metz770@gmail.com Yohanan Beeri Architect 054-587-8678 yohanan.beeri@gmail.com

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Panet Electrical Appliances 02-537-7903 panetelectric@gmail.com

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Amiry & Co. Landscape Design 02-651-3250, www.amiry.co.il

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Doron Yakin Roofing 052-855-3333

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Itamar Strauss Waterproofing 052-668-7785 Master Plumbing 055-667-9037 Moshe Cohen Exterminator & Waterproofing 052-799-7411, mosheydi1@gmail.com The Pro Handyman 054-222-0141 Yitzchak Avital Handyman 050-380-4511, avital9898@gmail.com

Electrem Appliance Repair 052-267-7390, 052-286-2788 Etz Ladaat Kitchens 050-878-8443 etzladat@gmail.com

Parazon Furniture 02-999-1338, eliku86@gmail.com Paramount Paints 054-527-9356 josh@paramaountpaints.com Shaish Ori 052-362-6419, s-ori@netvision.net.il Shivuk L'Binyan Ceramics 02-996-5500, 053-528-1747 avivad7@gmail.com Sherut Hamusmach Appliances 054-310-0715 Steven Cohen Glomar Curtains 03 -538-6000, 050-674-0675 058-477-5155, www.glomar.co.il Storage Solutions 02-648-1734, 054-439-9072 Studio Mark 052-312-1720, www.studiomark.co.il The Furniture Doctor 050-476-0397, furndoc@gmail.cm Tris Nof Rav Or 077-693-5451

Gid Keramika

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Ilan Kitchens

050-833-8722

Itzuv V'rihut Furtniture 02-673-4774, www.ofer-f.co.il

Ashley Coleman Plumbing Services 052-898-3396, www.acplumbing.co.il

JMark Interiors Ltd 02-803-8881 www.jmarkinteriors.com

Golden Hands Plumbing Eli Greenberg 054-303-5193 goldenhandsplumbing@gmail.com

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LEGAL, FINANACE AND REAL ESTATE Avner Slater 02-582-5210, 050-874-3681 esqslater@gmail.com Cohen, Decker, Pex & Brosh Law Offices 02-990-3180, www.lawoffice.org.il Egert Cohen Insurance I Expert I 02-623-2546, egert@egertcohen.co.il FFG Funding Mortgage Broker 050-419-9976, 9994094@gmail.com Hagit Lev Divorce lawyer 050-240-4055

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

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Chanan Michaeli Soragim 052-762-4901

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

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

Yonatan Atlan Renovations 052-520-1757

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

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

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Zedek Group Property Management 02-547-2638, www.zedekgroup.com MOVERS Ahavat Yisrael Movers 050-865-4666 Derech Eretz Movers 054-307-1800 052-765-5581 y0543071800@gmail.com Hovalot Hayovel Movers 052 531 5333 hovalothayovel@gmail.com

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Home I Interview I Shimon Cohen Manager at Egert Cohen Insurance I Expert

WHEN INSURANCE BECOMES A LIFE MISSION When it comes to insurance for English-speakers in Israel, Egert & Cohen Insurance is the agency that speaks your language and understands your needs.

gert & Cohen Insurance is a Jerusalem-based brokerage— with branches in RBS and Gush Etzion—that specializes in helping English-speaking olim, tourists and students in Israel. Apart from regular insurance (home, car, health, life, business etc.) they also arrange health insurance for the leading yeshivot and seminary programs. Egert & Cohen also specialize in travel insurance for groups, pregnant women, and anyone with special requirements. Their goal is to find the best insurance solution for each individual client’s situation. The company was started in 1985 by Roman Egert, Z”L, who made Aliyah after a long career as a successful insurance broker and community activist in South Africa. In time, his son-in-law, Shimon Cohen and his son, Yona Egert, joined the company and the name Egert & Cohen was born. We sat down with Shimon Cohen to discuss the makings of one of the leading Anglo insurance agencies. What makes Egert Cohen different from other insurance companies?

We look at our clients as family; we go the extra mile to do whatever is necessary to make sure their needs are thoroughly met. Sometimes that entails going to small claims court for them, hand delivering policies, fighting with the head of insurance companies to settle claims, and getting claims paid even when they are not actually valid (lfnei mishurat hadin). Insurance is not just our business, it’s our life’s mission. Who makes up most of your clients? Our clientele consists mainly of English speakers because they are the ones who most appreciate our help to navigate the oftentimes confusing Israeli bureaucracy. However, we cater to Hebrew speakers as well. They make up about 30% of our customer base. What changes have you seen in the industry since you opened the firm over 30 years ago? Change has been tremendous! I would have to say that the main change is that people now expect online, immediate service. A person can call you at 3:30 and request a new insurance policy by 3:35!

We are happy to provide an after-hour service. For example, if a person calls after working hours to purchase car insurance or to purchase traveler’s insurance as they are getting on the plane, we will do our best to provide the service. Thanks to today’s information technology, we feel confident that we can finalize almost any transaction within 24 hours of the initial contact. What character traits should someone look for in an insurance agent? That can be summed up in just three words: honesty, integrity and reliability. There must be a mutual feeling of trust between the client and the insurance agent. Our clients know that whenever we give our word, we stand by it. For example, if we give a quote on a policy that turns out to be more than we originally thought, we will give the client the original price. If one of our staff members makes a promise to a client and then with time we see it is difficult deliver on, we will do whatever it takes to make sure we follow through. Nothing matters to us more than establishing and keeping the trust of our clients. From the moment a client takes out a policy with us, we strive to show them that they can count on us 100%. Can you give us a few tips in some of the different areas of insurance? ● HOME INSURANCE First, let’s talk about home insurance. If you take out mortgage insurance through the bank, many people don’t know that it often doesn’t include third party liability. A private policy bought from a broker always does. So, for example, if a leak in your house causes damage to your neighbor; and ruins his very expensive Persian rug, the bank will not cover the cleanup or replacement costs. Since the bank only covers damage to your property (as that’s what they are interested in protecting), any expenses your neighbor incurs because of your leak will have to be covered out of your own pocket. ● MEDICAL INSURANCE Private medical insurance is something that many unfortunately don’t know enough about. Although we have socialized medicine in Israel, there are many instances that the kupot cholim don’t cover fully or at all, even at the highest coverage level.

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We strongly recommend that everyone should have basic supplementary insurance which covers you for three main things: operations overseas, transplants and medicines that are not in the health basket (sal bruit). These policies are very inexpensive but give you so much peace of mind! If someone, chas v’shalom, needs a kidney transplant, for example, the last thing you want to do in the middle of such a stressful situation is fight with your kupah to get coverage, which proves even more difficult if the medical procedure involves going overseas. We also offer medical policies for tourists and students. ● TRAVEL INSURANCE Travel insurance is very relevant this time of year and it could be a costly mistake to pass on it because you are worried about the price. One of the essential services we offer is dealing with any claims you might have either why you are still overseas or after your return to Israel. ● BUSINESS INSURANCE Every business has its own unique character and challenges. We specialize in putting together comprehensive and personalized business insurance policies for practically every type of business. The policy includes third party liability, workers’ compensation, product liability, cyber security, etc. ● CAR INSURANCE One of the main insurance decisions that car owners deal with is when to stop paying comprehensive insurance (bituach makif)— which covers your car both from damage caused by someone else and damage that you cause—and pay only for third party liability which means it only covers damage you cause to someone else. In general, we advise that a car that’s more than 10 years old should only take third party coverage— which is obviously much cheaper. ● LIFE INSURANCE Life insurance is something people hesitate to talk about and spend on, but it’s something everyone needs, especially young couples. Today, the cost of life insurance is at an alltime low and very affordable. It’s sad when we see notices on the shul’s walls that Ploni passed away and left behind a wife and three orphans (or five or ten) with no source of income.

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There is really no excuse for someone to not have a life insurance policy and it’s every parent’s obligation to make sure their family is taken care of in case of a catastrophe. What’s the difference between going through an independent insurance agent and going directly through a company? We are independent agents, so perhaps we have a vested interest. However Anglos, who are our target market, are used to personalized and reliable western-type service. They want an agent that they can call in middle of the night if need be, and that can help them negotiate with Israeli insurance companies. Our clients soon come to know that we are always on their side and that we work tirelessly on their behalf. When it comes to a claim we will fight it out with the insurance company, use our extensive contacts on the managerial level, even go to small-claims court if necessary. If you go directly through the insurance provider, it is often the case that the same company that is paying out the claim is not likely to be your best advocate. In my opinion, certainly for the English-speaking clients, having an independent agent is a must. What is the most difficult case you have dealt with? We have two clients who were living in a Jerusalem building that recently suffered a gas explosion. The building has since been condemned and entrance is forbidden. One of our clients can actually see the contents of his apartment from the road! We are now negotiating with the insurance company for him to receive compensation for alternate living arrangements and for him to get paid out in full for his contents—even

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

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

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though they are visibly there and intact—because he has no access to them. We are also dealing with a claim involving a bus that leaked oil which caused seven cars to skid. The last car smashed into our client’s car that was parked on the side of the road. It has been very challenging to determine who is the guilty party and what needs to be done. This is an example of complicated claim where we conduct all the negotiations on behalf of the client, saving him hours of aggravation. What do you enjoy most about your work? As mentioned earlier, I feel very good knowing that I am not just running a business, but that I have the privilege of helping people get through some of the most difficult times they are likely to face. They say that an insurance agent is never the same after he pays out his first life insurance payment. I find that to be true. When you present a widow with a check which will at least ease her financial burden, you know that you’ve done your part to help a family recover from a tragedy. On a different level, it is always a pleasure to process a claim and deliver payment in a timely manner to a client. The whole idea of v’ahavta l’reyecha k’mocha is something we instill in our staff. Our business is not just about paper-work and collecting the premiums—it’s all about the people we help. We had a young man come into the office a year and a half ago, and in the course of our conversation, we discovered that he didn’t have life insurance. Although he insisted he was too young to think about life insurance, we convinced him to take out a disability and life policy on the spot. Two months later this man was unfortunately diagnosed with cancer. He’s still fighting this terrible illness (and b’ezrat Hashem he should have a refuah shlayma!) but in the meantime, he is getting a check every month from the insurance with which to support his family. It’s a classic example of being in the right place at the right time and making sure the right thing was done. What are your plans for the future of Egert and Cohen? Currently, I have two of my sons working in the business providing the meticulous, personalized service we are known for to the next generation. We look forward to servicing the community for many years to come and to consistently fulfill our motto: “We’re here when you need us!”

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Home I David Shafner The Furniture Doctor

Take a Seat: Straight Talk on Dining Chairs

n religious homes, no furniture is arguably more important than the dining room set. As the site of countless Shabbat and Chag meals, family gatherings and intergenerational chess and checkers tournaments, it is the site of treasured times and fond memories. But with all the use we get out of our dining room furniture, chances are it takes a beating, especially the chairs. One day they are solid as a rock, steadier than a neurosurgeon’s hand, and the next day they are wobbly, shaky and in danger of collapsing under the generous weight of Aunt Mushky. Before that happens (chas v’challilah!) there are steps you can take to ensure you never reach the point where your guests are just seconds away from finding themselves on the floor. First and foremost, according to David Shafner of the Furniture Doctor, who has been expertly repairing furniture for over 40 years, it is worth it to invest in very good quality chairs to begin with. “Furniture today is not made with the same workmanship and quality materials as furniture that was made in America from the 50s to the 80s”, says Shafner. If you are in the market for new dining room chairs, do some research to see if you can find second-hand chairs from those decades for sale in Israel, even if they seem too expensive. With chairs of much lesser quality costing upwards of 1,000 shekels each, and lasting just a couple of years, it makes perfect sense to invest more now and save money in the long run. If you (or a friend/family member) are making Aliyah, and you are lucky to have, or are in the position to buy, good quality furniture from famed American manufacturers like Thomasville, Drexel Heritage or Henredon, make sure you bring it with you, even if you think it might be too big for a smaller Israeli dwelling. Even if your good quality chairs eventually do suffer from loosening joints or breakage, it is worth it to have them expertly repaired so they can last countless more years. Shafner’s own dining room chairs have been with him for over 42 years!

“I like comparing good furniture to good cars. You don’t get rid of a Bentley or a Rolls because they need work”, says Shafner, “The same goes with quality furniture: if it was worth investing in, it’s worth repairing properly.” Shafner relates he has met many people who have superior quality furniture sitting in their machsan collecting dust because it needs repair. In desperation, they will sometimes resort to selling it for a tiny fraction of what is worth because they need the room. “These people are sitting on a gold mine and they don’t even realize it.” says Shafner. “If they were to invest in having us fix the furniture, they could sell it for thousands of shekels more,” he continues, “especially when the potential buyers find out the furniture repairs come with a lifetime warranty!” Considering his unmatched workmanship and top-quality proprietary super-glue,

ABOUT THE FURNITURE DOCTOR The Furniture Doctor restores, repairs and refurbishes furniture all across Israel. For more information and to find out more about their lifetime warranty, contact David Shafner at 02-999-2418 or at furndoc@gmail.com

Shafner feels entirely confident offering his unmatched lifetime warranty on all his gluing repairs. “People are completely flabbergasted when they learn we offer a lifetime warranty on our repairs, no one offers that on anything, they say.” During his years of tenure, Shafner has fixed over 90,000 chairs all over Israel. “We have so many satisfied customers,” says Shafner, “that if someone wants a reference when contemplating having us repair their furniture, chances are we can give them the name of one of their very own friends or neighbors!” But offering an impressive warranty on their repairs, valid for the life of the furniture, no matter who owns it, is not the only thing that sets Shafner apart. The Furniture Doctor also keep meticulous records on every piece of furniture they fix. The repaired chairs are numbered and signed, and the customer is given a graph describing exactly what was fixed on each chair and the date of the repairs. Buying the right furniture and taking good care of it is essential if you want to own it for a long time. Any breakage or loosening on your chairs should be taken care of as soon as you notice it. After all, if you provide good support for your chairs, they will provide good support back, hopefully for many, many comfortable and spill-free years to come!

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Home I Baruch Tenenbaum Quality Home Improvements

OOPS!

three hours until someone came home to release them!

A renovation is a multi-faceted project. It requires seamless cooperation between the contractor, the client, and other professionals. Sometimes, it doesn’t go smoothly; mistakes can happen… some more entertaining than others in retrospect, but usually no laughing matter while they’re happening.

By Baruch Tenenbaum

ere are a couple of incidents that happened to me and one to a friend. Names have been changed to protect the innocent.

SITTING IN THE HOT SEAT I had just finished renovating a basement in Toronto, and the very last thing I needed to do was to install and test the shut-off valves. The final valve was the toilet, so a flush was in order. The best way to describe what happened next is “Old Faithful” (the geyser in Yellowstone National Park). Boiling hot water filled the cistern and steam began to rise from the toilet bowl. “Uh oh! This can’t be happening!” I tried flushing again, the water only got hotter. I figured I must have accidentally swapped the hot and cold copper supply lines—that were now hidden away behind tiled walls and drywalled ceilings. I had visions of wrecking a month’s worth of work to find and fix the problem. To say I was sweating was an understatement! I collected myself and started tracing the lines. It turns out that the bathroom was close to the furnace room, where the hot water boiler was located. I had branched off the cold supply line of the boiler to feed the toilet and capped the line. Over the next two weeks, the hot water from the boiler had transferred heat through conduction to this ‘closed’ line. This boiling water was released when I installed the valve. A few more flushes and cold water flowed like normal! The moral of the story: if at first you don’t succeed, flush, flush again.

BOXED INTO A CORNER This next story happened to my friend Aaron. It was a few weeks before Succot, and he brought home two of his talented non-Jewish factory workers to build a wooden Succah, adjacent to the sliding doors of his kitchen. Chris and John had never done this before, but Aaron had all the materials on hand to frame the boards and build a support structure for schach. He patiently explained what do and when he saw they were set, he left to go back to work. He left the workers food and drink and locked the sliding doors as no one was home. Chris and John were skilled carpenters and were making great progress on the large Succah. They were even thinking of opening up a side business in Succah building. After a few hours of hard toil, they installed the last screw and packed up their tools. Problem was, the sliding doors to the house were locked and they had built three Succah walls around themselves— and had no way to get out! These were the days before cell phones; they had to wait ABOUT BARUCH TENENBAUM Baruch Tenenbaum, owner of Quality Home Improvements, is a professional local contractor, providing high-end jobs with proper Anglo service.

He can be reached at 050-674-1976

SPONGA ON MOTZEI SHABBAT As is common in Bet Shemesh people finish off their “challal”, which refers to an unfinished area adjacent to or below their apartment. The challal usually has four walls and is often filled with dirt from the original construction of the building. A few years back, Noam and his neighbor hired a disreputable contractor, aka, a chapper (not me) to empty out the challal under his apartment. The contractor also installed sewage lines in the challal for a future bathroom or kitchen. For reasons beyond the scope of this article, Noam and his neighbor fired him. A few years later, Noam hired me to finish off the job. I found a 4” waste line in the floor and confirmed that it indeed went to a sewage manhole in the street. There was also a 2” waste line coming from the neighbor’s apartment, which emptied into the 4” line. It was located exactly where Noam’s kitchen was going. I branched into the 2” line and added the waste plumbing for Noam’s kitchen. On motzei Shabbat a few days before the cabinets were to be installed, I got a frantic call from Noam. He discovered very unpleasant sewage coming up through the floor from one of the kufsaot (round drain covers). How could I have hooked up his kitchen to a bathroom sewage line? I was baffled. Without changing out of my Shabbat clothes I ran over to Noam’s apartment. After some searching, I discovered the source of the problem: a seldom used guest bathroom on the 4th floor of the building. But how did it end up in a 2” line? Toilet waste needs to go in a 4” line! Back down to the basement of the neighbor. After breaking the geves ceiling, I discovered what Mr. Contractor had done years ago; he reduced the 4” waste line from above to a 2” pipe and then continued this pipe into Noam’s apartment. Reducing a 4” pipe to a 2” pipe is known as a big nono (technical term). I had to change all the neighbor’s pipes to 4” and rip up Noam’s floor to connect to the 4” in the floor. The moral of the story: always hire a reputable contractor, especially one who is good at tracing lines, and, it’s an added bonus if he knows how to do sponga on motzei Shabbat.

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Home I Ilan Ben Haroush Mister Electric

Choosing the Right Oven

few days ago, a couple came into my store to look for an oven. After wandering around for a little while, they zeroed in on a beautiful name brand oven. Although they fell in love with the oven right then and there, after some discussion, we realized there was a little problem. The oven they were considering was 90cm wide while the space in their kitchen could only accommodate a 60cm appliance. At other appliance stores that might have been the disappointing end of the story. But not at Mister Electric. We don’t only sell appliances, we do whatever it takes to make sure our customers get exactly what they want. After reassuring the couple they could purchase the oven and that we would take care of the rest, I immediately made some calls. That same day, our team gathered at the customers’ house. Within 36 hours, we had cut the marble counter, moved the position of the gas line and installed the oven perfectly and safely in the newly enlarged space. My clients were ecstatic. Not only had they purchased their dream oven at a great price, they weren’t burdened with having to make countless phone calls to coordinate the delivery, a carpenter and a gas technician. That event clearly summarizes the way we do business. Our store’s motto is “we go the extra mile to see you smile!”. We don’t just want to sell you any oven, refrigerator or even kettle. We want to sell you the best brands to fit your budget, so you can enjoy your purchases for many happy years to come. And if you’re willing to go just a little bit above your budget to get not just any appliance, but the appliance of your dreams, well, it’s our pleasure to help you do that too. After all, you only live once so do it right! But right now, for no extra cost to you, I am happy to share a little bit more about the different types of ovens available and what I personally recommend. • Self-standing ovens with either gas or electric burners on top are gaining more popularity in Israel. They come in a wide va-

riety of sizes ranging from 50cm to 150cm, with 90cm being the most popular. • Although it is rare to find self-standing ovens in Israel with a self-cleaning function, like some American brands have, the ovens we sell make up for it by offering a wide choice of colors and styles, including vintage, which is currently quite popular. With so many choices available, we can help you create a kitchen right out of a fairy tale you will fall in love with! • Built-in ovens are still the top sellers in Israel. They offer superb functionality and can fit even in the smallest kitchens. • Although builtin ovens also come in 70cm and 90cm, 60cm is definitely the standard

ABOUT THE COMPANY Mister Electric is a one-stop shop electronics store located on Rechov Yafo 50, central Jerusalem run by Ilan Ben Haroush. You can contact Ilan on 050-997-7788.

here. These ovens also offer self-cleaning and Shabbat modes, and an internal capacity of up to 80 liters which makes them a crowd favorite. • From time to time, the capacity of the oven written in the specs is not necessarily accurate. Therefore, it pays to check it over with your own eyes or to bring a measuring tape to measure it yourself. Sometimes I wonder if the people in the factory that were in charge of measuring might have had a little too much wine before doing their job! • I would definitely not recommend purchasing an oven with pop-up buttons, especially if you have young children at home. I can explain further when you come into the store. Finally, I’ll leave you with something to think about. Out of all the appliances you need in your home, the Torah mentions only the oven and the range. However, some people claim that the Torah also mentions a dishwasher. After lengthy and careful investigation, I found out it was referring to an actual man! Does that mean that men should be the dishwashers at home? Well, choosing between having a an ishwasher to having an dishwasher will be a discussion in next month's article.

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