September 25, 2008 / 25 Elul 5768

Lev Shneiderman is one of Sderot’s best-kept secrets. His attractive Judaica products made of maple wood and stainless steel include mezuzot and Shabbat candle holders. President Shimon Peres presented Shneiderman's trademark candlesticks to U.S. President George W. Bush and French President Nicolas Sarkozy. “I also received a beautiful letter last year from Knesset Speaker Dalia Itzik who presented a pair of my candlesticks to German Chancellor Angela Merkel,” says Shneiderman with pride.

Lev Shneiderman and his mother Rosalia at the Fair.

Shneiderman immigrated to Israel from Kazakhstan with his parents and sister in 1992, shortly after the collapse of the Soviet Union. They initially settled on Kibbutz Bet Kama in the northern Negev within the framework of the Jewish Agency’s First Home in the Homeland project, and fell in love with the region. They moved to Sderot the following year and seven years of constant shelling from the Gaza Strip has not persuaded them to leave.

However, the situation has been catastrophic for business.  “We have never opened a gallery,” says Shneiderman, “because customers are too scared to visit the region. I have my workshop on Kibbutz Ruhama to the east of Sderot which is almost out of range of missiles from Gaza."

Buyers look at Shneiderman's unique Judaica.

For Shneiderman, and the regions other artists, the Jewish Agency's ongoing assistance to help them keep their businesses profitable has been invaluable. In addition to purchasing the exhibition booths, the Jewish Agency brought all of the artists to Jerusalem and publicized their participation, which helped to attract buyers.

This is the second event that the Jewish Agency has initiated for Sderot and Gaza perimeter communities artists with the support of its primary funders, Keren Hayesod, United Jewish Communities-Federations of North America, and the International Fellowship of Christians and Jews, and other supporters IDB and major business partners and philanthropists throughout Israel, and donors around the world. Last March, the Sderot Merchants Fair held at Tel Aviv's upscale Hangar 11 attracted more than 20,000 Israelis. The 124 participating merchants were amazed at the record sales during the two-day event.

Rosie Weisel (left) sells hand-sewn dolls.

Rosie Weisel is one of 20 women belonging to Kav Lekav Plus, a cottage industry producing sewn toys, hand-made bedding and other products on Kibbutz Saad south of Sderot. Born in Los Angeles, Weisel immigrated to Israel in 1983 and has been living on the Kibbutz since 1993.
“With missiles and mortar shells falling on us for eight years now,” says Weisel, “we feel that we have been fighting a war that most of Israel does not feel. So it’s very important when the Jewish Agency helps us like this because it shows people care – not only Jews in Israel but Jews around the world.”

“Very few customers come to us,” she added, “so we must come to the customers. When the Jewish Agency took us to the Hangar 11 in Tel Aviv we sold $8,000 worth of products in two days. It was our best two days of sales ever. In Jerusalem, we got a lot of exposure.”

Tami Geva, a jewelry and Judaica designer who lives on Kibbutz Zikim on the Mediterranean coast between the northern end of the Gaza strip and Ashkelon, agrees.  "I’ve displayed my wares at other kibbutzim and in shopping malls but few people come to visit our home because of the situation," says Geva. "The two days we had at Tel Aviv’s Hangar and here in Jerusalem, thanks to the Jewish Agency, have been an enormous boost for the business.”

Nir Gadshi displays his aromatic soaps at the Fair.

Nir Gadshi set up a business based on the design of aromatic soaps on Moshav Sde Avraham, adjacent to Rafiah on the border with Gaza and Egypt. “I was born on the Moshav and I will not leave,” he insists. “This business is the way I earn my livelihood and I need all the help I can get in finding new customers. So these stalls in Tel Aviv and Jerusalem that the Jewish Agency helped us set up are vital.”

The Jewish Agency has given 2,700 loans to small businesses impacted by security issues.