It all began in a quiet apartment, by myself, in Jerusalem during the height of lockdown. With the world on pause, I saw an opportunity to rethink my path. I'd been climbing the advertising agency ladder for a while, but as I climbed higher, the top seemed to drift further away. That constant grind, especially as a woman trying to balance my professional ambition, and creativity, with my role as a woman at home, left me questioning the "9-5 productivity model" we often measure ourselves by.

I realized I wanted something different, something more aligned with who I am. So, I decided to open my own creative studio—a space where I could help bold entrepreneurs and small but fierless business owners build their brands, offering everything from photography to social media, content creation, branding, copywriting, and more. It was thrilling, and I met incredible people while learning so much about the business world, my local community, and myself.

But in the midst of it all, I burned out. The one-to-one client model drained me, and I found myself falling out of love with the very thing I'd built. I knew my story couldn’t end like this—there was still so much creativity left in me. So, I reimagined my business, shifting away from the traditional agency model to focus on digital designs—products that people without any design skills could purchase, download, and customize on their own. No clients, no burnout—just the freedom to create and still help entrepreneurs in a way that felt meaningful to me.

 It took time to get the new business model up and running, and I had to work hard not only to translate everything I knew into digital products, but also figure out how to help my ideal clients find me. The process was eye-opening, to say the least. I became more tech-savvy than I ever imagined, fine-tuned my design skills, and learned how to tap into the needs of my audience and create products that truly solve some of their problems. Fast forward a year and a half, and my Etsy shop has sold over 100 products, each one earning 5-star reviews. I’ve built a supportive TikTok community, and—I’m proud to say—I built my very own e-commerce website, featuring over 80 of products.

I manage it all from my home office, which only takes up a tiny corner of my house, proving that you don't need a fancy office to build something great.

Now, I’m not just designing and overseeing the backend of not one, but several online shops; I’m starting to teach others the tricks and hacks that took me years (and many sleepless nights) to figure out. It's my way of giving back.

I’m launching a series of podcast-style videos where I'll dive into the things no one talks about—things that anyone launching an e-commerce business while trying to naviagte life, will need to know sooner or later.

I’ve come a long way since those days in the apartment in Jerusalem. My journey has taught me that you don’t have to do something flashy for it to matter. You don’t have to follow what everyone else is doing, either. It's about being authentic and leading from where you are, not following behind. As long as it makes you happy and you do it with love and a smile, that’s more than enough.