August 12, 2024 • 61 mins
Imagine turning a therapeutic hobby into a successful business. That's exactly what Arielle Zorger of Arielle Zorger Designs did. Join us as Arielle shares her fascinating journey from Baltimore to North Carolina, detailing her upbringing in the Jewish community, her education in Jewish day schools, and her initial career working for big hotel chains. Discover how the warmth and inclusiveness of her new Jewish community have affected her personally and professionally, and learn about the pivotal moment when her passion for acrylic painting took center stage.
Balancing entrepreneurship with mental health is no easy feat, and Arielle opens up about her struggles and triumphs in this area. We delve into the challenges of transforming a personal passion into a full-time business while managing anxiety. Gain practical insights into running an online store, the critical role of community support, and leveraging platforms for visibility. Arielle's story is particularly enlightening for those contemplating turning their creative pursuits into a sustainable career.
Lastly, Arielle shares her expertise in modernizing traditional Judaica to appeal to younger generations. She reveals how customer feedback from social media informs her vibrant and contemporary designs. We also discuss the joys and struggles of balancing motherhood with a home-based art business, the significance of Holocaust education, and the importance of embracing Jewish joy and resilience. Don't miss out on Arielle's heartwarming approach to spreading positivity through her work and social media, and enjoy a special promo code for her beautiful designs.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Nicole (00:03):
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This is Nicole Kelly, andShebrew in the City and today
(00:37):
I'm sitting down with ArielleZorger of Arielle Zorger Designs
.
How are you doing this morning?
Arielle (00:43):
I'm doing great Wonderful to meet you.
Nicole (00:46):
Yeah, it's nice to put a face to the voice that I've
heard.
So I'm super excited to talk toyou today because, as I
mentioned in our initial phonecall, my sister turned me on to
your products and I thinkthey're very unique as far as
Judaica goes and I really wantto kind of delve into how that
started.
But first I want to ask youwhere you're originally from,
(01:06):
where you live now and how youended up there.
Arielle (01:09):
Sure.
So, originally from Baltimore,grew up in Owings Mills, went to
school in Pikesville and wentto a Jewish day school for most
of my middle school and highschool and then went to Delaware
(01:30):
for college and then we livedin DC for the last 10 years and
now we've relocated to NorthCarolina.
Nicole (01:38):
Oh my goodness, how is North Carolina compared to where
you've lived before as far asJewish community?
Arielle (01:45):
So the Jewish community here is fabulous.
I feel like the community is sotight and it's so warm and
welcoming and for us, notknowing anybody here, it has
been just arms wide open andit's really been like family,
because we don't have familyhere, so it's been really great.
Yeah, I feel very, very blessedwhen we moved to New York
because we don't have familyhere, so it's been really great.
Nicole (02:06):
Yeah, it's very, very blessed.
When we moved to New York wereally didn't have anybody, so
it's kind of scary moving to anew city and creating a bit of a
community.
I know North Carolina haschanged a lot.
My dad lived in Charlotte for,I believe, almost a year in the
1970s and it was a verydifferent place, the kind of
place where he got like weirdlooks, playing pickup basketball
with people who weren't white,that sort of type of place.
(02:28):
So I've talked to a lot ofpeople about how the Carolinas
in general have changed, whichis nice to hear, yeah it's
breath of fresh air.
So you said you went to Jewishday school.
What denomination did you growup in?
Arielle (02:41):
Reform, conservative, more on the Orthodox side grow
up in reform conservative, moreon the orthodox side.
So we grew up conservative.
The school was modern orthodox,but at home we were practicing
conservative.
Did you guys keep kosher?
Yes, we had kosher meat in thehouse, but we did not keep
(03:02):
kosher out of the house.
Nicole (03:04):
I know a lot of people will do that.
I think it's kind of like ahappy medium and you know it
worked for us.
Yeah, do you?
Do you consider yourself stillconservative?
Do you?
Are you a member of a temple?
You mentioned joining a newcommunity.
Arielle (03:20):
So we're not members of any temple here yet.
We're still about just hittingon the year mark.
So we're still trying to figureout where we want to put down
roots.
But yeah, I mean, we're prettymuch the same.
Our house is kosher, so we haveseparate meat and dairy, which
(03:43):
is more than I had growing up,so a little bit more, but
otherwise we still we're prettyconservative, great, so I want
to jump into your business.
Nicole (03:55):
So what was the initial inspiration for this?
Arielle (03:59):
So my business actually began in 2019, before it was
ever a business.
I struggled with my mentalhealth for as long as I could
remember and this was shortlyafter my first was born and my
anxiety was just through theroof and I kind of like got a
(04:21):
call to paint and kind of neverstopped.
It was really just, it was away of therapy for me and it
just felt good and all thecolors and it was really just a
mental health outlet that turnedinto now my full business.
Nicole (04:41):
What had you been doing before you?
Your daughter was born.
As far as work.
Arielle (04:45):
So before um, before she was born, I worked for
Marriott hotels.
I worked for them for about 13years and COVID happened and
they no longer needed events andsales.
Nicole (04:59):
It makes sense Not not too many events happening.
Arielle (05:02):
Yeah, exactly.
So once all of our jobs wereeliminated, we were home and I
just kept painting because I waspainting before this happened.
And then I was like I want tojust keep doing this.
This is what's making me happy,this is what I'm passionate
about.
And I went to school.
I studied hotel management andI love the whole service and
(05:23):
hospitality.
But I was ready for a changeand I kind of just fell into
this.
It was like, okay, well, I'mgoing to give this a shot and
see where this takes me.
Nicole (05:33):
If it's you know, if it doesn't work, then I'll go back,
and if it works, then were youinterested in art at a younger
age, or is this something thatdeveloped a little bit later on
in life?
Arielle (05:46):
So I was always very creative.
I love to do arts and crafts.
I would do like family, likegifts throughout the year.
But I was never a painter, likeI never was an artist.
I, when I was maybe seven, mymom put me into like this art
competition and it was like theonly thing I won in my entire
(06:07):
life as a seven-year-old and itwas like, okay, that was fun.
I mean, like we still kind oflike joke about that now, but
yeah, this was totally this kindof just found me.
I don't know, it was my way todeal with my anxiety.
Nicole (06:23):
When you first started painting, was it more oils,
watercolors?
What kind of paintingspecifically were you doing?
Arielle (06:31):
So I started with acrylic and I'm still using
acrylic, so I've never left therealm of acrylic, but just
acrylic on canvas.
Nicole (06:41):
So I know your business started as an Etsy store.
What was it like running thattype of business?
I've always been kind ofcurious.
I'm not the craftiest person inthe world.
My mother's super crafty andI've always.
You know she used to make.
I was in dance team and youknow, at the um what is it
called?
At the championships, it waskind of a tradition that the uh,
the team would carry wands andmy mom got really specific,
(07:04):
really specific about like theywould be like themed for
whatever our routine was, andshe, she's always been very
crafty.
So I always said that sheshould start an Etsy store.
So what is the process of that?
What was that like?
What was it like dealing withcustomers in that capacity?
Arielle (07:19):
So the Etsy thing was very funny actually.
So, as I'm going through thisdiscovery of therapy through art
, I probably had 50 pluscanvases all over our house
because it was like where am Igoing to put all this stuff?
And we were downtown DC, wewere, you know, in a small
townhome and it was kind oftaking over, to say the least.
(07:41):
So my husband actually had theidea and was like why don't you
put your art on Etsy?
Why don't you see what happens?
You know, doesn't cost anythingto start it up, try it and you
know.
If you sell one, great, if not,not.
So I said okay.
So May 19th 2019, I opened.
Nicole (08:00):
That's my husband's birthday.
That's my husband's birthday.
Arielle (08:04):
It's a good day it's a great day and I kind of was like
I was nervous.
I mean I didn't.
I don't think I shared it muchon social that I was doing it.
It was kind of like no harm, nofoul, and didn't really talk
about it.
And then it kind of took offand every piece that I had sold,
(08:26):
wow, and I was like mind blownand I think I mean the whole
experience of like then youbecome a shop owner and then you
have, like you said, we havecustomers and dealing with, like
you know, all the back andforth of the just any customer
questions or anything like that.
I mean it was just totally justdifferent than what I'm used to
.
I mean it was just totally justdifferent than what I'm used to
(08:47):
.
I mean I used to work withcustomers all the time being in
hospitality, so it was similarin that aspect.
But being like the owner of abusiness, like nothing I've ever
done before in my life.
Nicole (08:58):
It's much more responsibility.
Oh yes, so it doesn't costanything to start an Etsy store.
How does that?
How do they?
How does that?
How do they make money?
I'm curious.
Arielle (09:08):
Yes, the way that it works is each listing is like 20
cents and then if people buy it, then like the listing can
renew and like it's just a itkind of just like automatically
updates.
If you set it up that way, butthere's no fee to join it's, you
can just start it and you knowyou think 20 cents, no big deal,
(09:31):
and then all of a sudden itstarts to add up no it starts to
add up, um, but you know itdidn't seem like such a big risk
, um, so I did it and I was onEtsy for you know, very long
time.
I mean I didn't start my ownshop until, like my own like
website until probably 2021.
(09:55):
Okay, so it was a while.
I was probably on there for agood two years.
I mean, I started off it wasall original paintings and then
it was painting cards and thatwas what I sold.
It was all just hand-paintedproducts.
Nicole (10:11):
Was it more Judaica-themed or was it just?
This is something I feel likepainting.
Arielle (10:16):
So the Judaica piece came later.
I was always doing khamsas andpomegranates in the beginning,
but not like oh, this is all I'mdoing.
Like there was a ton of justflowers and hearts and just
happy art, a lot of brushstrokesthat were just like all over
the place.
It wasn't like geared Judaica.
(10:37):
That didn't come until reallyCOVID in 2020, where it was like
I wanted the outlet just toconnect with other people on
Instagram and I feel like that'swhere I like most connected
with with with other individualsin the Judaic space and just
(11:01):
being women and Jewish and proud.
And that's kind of what my goalwas and my mission and my
values, and it just kind ofevolved from there.
Nicole (11:13):
That's super cool.
I love that.
I do love that this started outas a way of therapy, because I
also dealt with a lot ofpostpartum issues after my
daughter was born.
In general, I have a lot ofanxiety.
I love that you used the art asa way to deal with that.
Maybe someone who's listeningwill start doing that as a way
to help them.
I'm always of the idea that youknow if something that worked
(11:35):
for you helps one other personby being honest and open about
that.
It's definitely worth that.
Arielle (11:41):
And it took me a long time to say that out loud.
Nicole (11:45):
It's so, it's.
It's so funny, just generallygenerationally, how people deal
with mental health.
I remember I was in a new mom'sgroup with the JCC and my mom
was like you told people thatyou see a psychiatrist.
I was like it's a bunch ofJewish women in New York, mom,
everyone's seeing a psychiatrist.
Like just the generation, justthe one generation difference of
how we're talking about mentalhealth and being open about our
(12:06):
struggles and something that Ihope you know I can be honest
with my daughter about someday.
So I love your being so braveand sharing that.
It started a business in theprocess.
Arielle (12:15):
I know it's very scary and it's hard to say.
You know, I finally feltcomfortable to be open about it
and, just like you said, there'sso many people that have the
same struggle and it was likevoodoo you weren't allowed to
talk about it forever.
I mean, I think the first timeI can remember having a panic
(12:36):
attack was in elementary schooland I can remember that day in
my head and just having allthese experiences through high
school and college and it wasnever spoken about for some
reason.
And then after it wasn't untilafter college I saw a doctor and
she's like you have anxiety andI was like, tell me more.
Nicole (12:58):
It's so funny that it manifests itself so early.
So my mom tells me that we'dget in the car to plan, like you
know, our things for the dayand she'd tell me what we were
going to do and if she went outof order I'd freak out.
So I'm still very list andschedule oriented.
But now sometimes, because lifehappens, I'll change my plan.
But I'll be like saying to myhusband I was like we're going
to do this today and I'm like,but now we're going to do this.
(13:19):
And he's like, if we're goingto do it, let's do it in the way
that you said you're going todo, because sometimes it gets a
little much dealing with theschedules and all of that stuff.
But no, I definitely, Idefinitely can relate to that
manifesting itself super easy.
There's actually, I know, atthe State College near my
parents' house, an art therapyand drama therapy and music
therapy programs.
So I know this is somethingthat therapists and, you know,
(13:44):
mental health professionals havestudied about how art does help
people combat mental illness,and I think it's such a
beautiful thing.
Arielle (13:51):
Yeah, and I think I mean again, I had no idea, like
while I was like in the thick ofit and I feel so blessed to
have found that outlet, but itwas totally by accident, it
wasn't even like I was searchingfor it.
I mean like you said, if itcould help one person, like just
to say that out loud, I meanthen I would feel like my job is
(14:11):
done.
Nicole (14:11):
And you don't have to start with painting.
You know therapists say evenjust coloring books can be very
therapeutic or anything that canhelp you move your body.
I think really helps with thatI cross-stitch, or at least I
used to before I had a toddlerwho grabs everything.
Maybe when she's a little olderI'll pick it up again.
So let's go back to yourbusiness.
So when did you decide totransition this into a full-time
(14:33):
job, so from an Etsy store tothat crazy, scary jump that
every business owner knows whereyou're like?
Okay, I'm gonna do this.
When did that happen?
Arielle (14:46):
So that was in 2021.
And until this day, I stillhave my Etsy shop open.
There's still such a benefit ofbeing on Etsy where, like, your
name is out there and you can,people can find you there if
they don't know that you haveyour own shop.
So it's still open.
It's a very limited collectionof items in 2021.
I was like, okay, we're doingthis again.
(15:09):
I'm gonna try.
It's a huge risk.
I'm gonna buy the domain.
Nicole (15:12):
I'm gonna which is surprisingly cheap, though not
all domains are cheap, becausewe own how many domains, would
you say?
We own like 20, like so manydomains I was so.
Arielle (15:24):
Yeah.
Nicole (15:24):
Sometimes it's like a dollar and then sometimes it's
like $3,000, depending on thedomain.
Arielle (15:30):
Yeah, no, it was like I want to say it was like $14.
Nicole (15:34):
It's nothing crazy, it's like 14.
So like $14 a year, cause it'sa yearly thing.
Arielle (15:39):
Exactly and it was like , okay, I'm going to make this
investment.
I keep telling myself, theminute I stop enjoying what I'm
doing and don't feel passionateabout it, I'm going to stop.
And I always kind of had thatnarrative in the back of my head
and I just kind of pushedthrough it and I was like you
know what?
(15:59):
This is your life, you have onechance to live, and if this is
what brings you joy every day,then put all, put your, you know
, put your all into it.
So I finally, like, took therisk and, you know, hired
someone to help me set up theshop and cause I had no, I mean,
I didn't know.
Yeah, your background was insomething completely different.
(16:20):
Totally so.
With the help of just friendsand community and connections
through people, I was able tohave someone help me set it up.
And then it was like, okay,we're launching this, it's
happening, let's do it.
And then slowly I would tricklestuff off of Etsy and try and,
you know, push everyone to mysite.
But there's a whole process inthat it takes a while for people
(16:41):
to realize and just shoppingtrends like they're so used to
seeing me on Etsy, they don'tthink that there's another shop
and it's just.
It takes a while and you haveto grow it and nurture it and
there's always things you wantto update.
But it was like I'm ready forthis step.
I think it's time I want it tobe mine, I want the whole thing
to be mine and eventually,hopefully, we will say goodbye
(17:05):
to Etsy.
Nicole (17:07):
The reason?
I think it's the Etsy shop.
You know, you still say peoplewill find that is because they
spend so much on pushing their,their search results to the top.
So you know, if you type inJudaica or something, even still
it's the first thing becausethey pump so much into
advertising.
So that makes sense that youwould do that we.
We deal with the same kind ofthing with our tours, where
larger companies like Viator andGet your Guide spend so much on
(17:30):
money on their advertising thatwhen you type in Statue of
Liberty tour it comes up evenbefore the place to buy tickets
directly.
So that makes sense that theselarger online companies.
They kind of control the marketin some capacity and make it
hard for small businesses.
Arielle (17:45):
Yeah, so I mean as much as you know it's hard where
etsy takes a lot of the.
They have fees and um, I don'tknow.
I mean it's it's been, you know, great for my business, um, but
I won't miss it no, that makessense.
Nicole (18:04):
So buy directly from people.
If you're listening, don't youknow if you have the opportunity
to buy directly from a vendoror someone like me, a tour
company, we don't have to pay,sometimes, you know, an
exorbitant fee to these othercompanies.
So, support small businesses.
Yes, so your designs are supercolorful.
Is this something that youfollow in your own home decor
(18:25):
and in the fashion that you wear?
Arielle (18:28):
That is a fabulous question.
So I actually, of course, wearlike black.
I'm like, give me my blackleggings, wear my black jumpsuit
.
I just started like, okay, youknow what, I want to embrace it
and I want to wear like colors.
And but me, naturally Igravitate towards black.
(18:51):
I'm like that is my comfortzone.
But I don't know With mybusiness, it's kind of it's
always been color.
That is what has always feltgood to me, like just throwing
it all on the canvas and likehaving it all like combined, and
I don't know that to me is likehappiness for some reason it's
(19:11):
probably happier to paint withcolor in general as well yeah, I
mean, that's at least what I'venoticed, what I've found.
But it's funny because I don'tnecessarily dress with what like
, with how I paint, with how youpaint, yeah, yeah yeah, no,
that's fine.
Nicole (19:29):
I live in New York.
Black is kind of a staple.
I feel like if you're wearing abright color, it is kind of you
really stand out.
There was a whole, like youknow, I kept seeing Instagram
posts, after the Barbie moviecame out, of people dressing in
like Barbie core, becausesomeone wearing bright pink in
New York it was was kind of likeoh my gosh, this is, this is a
very different thing.
So I totally get the all black,especially like during the
(19:50):
winter.
I have like a black and whitecoat, so I just feel like that's
just my, my uniform during thewinter.
Arielle (19:55):
Yeah, yeah.
Nicole (19:57):
Where do you find inspiration?
In new designs?
You said you started out doinga lot of Hamsas and pomegranates
, but you know is.
Are you inspired by things thatyou see?
Are you inspired by things thatare happening in the news?
Arielle (20:09):
Well, I would say all of the above, but my original
inspiration was I was a youngmom and I was always looking for
fun.
Judaica, for my daughter's roomwas really where it started,
and I remember I would type inModa Ani prayer like fun,
colorful, and like it did notexist.
Cause I was like we say ModaAni every morning, the Shema
(20:32):
every night, and I just wantedsomething fun like in her room
and it did not exist.
And I was like, well then I'mgoing to make it.
So I made it and I mean it'sfunny because the Moda Ani
prayer that I have in my girl'srooms I haven't even sold like
that to me was like my one of myfirst pieces where I was like
(20:54):
so, like that's what I wanted,and I mean I think one day I
will put it up and share it.
Nicole (21:01):
And it's very personal.
Arielle (21:03):
Yeah, it was a very personal thing, um, at least for
me.
Um, in the beginning.
Um, but yeah, I was alwayslooking for like modern and fun
and colorful Judaica and it justit didn't exist, and that was
kind of how the business evolved.
It was like, wait, if I'mlooking for this, there's got to
be other people that are alsolooking for this.
Nicole (21:26):
Why do you think that there is such a need for modern
Judaica?
Do you think it's becausethere's people who, you know,
don't want the traditionalthings?
You know what do you think?
Why do you think there's a realneed for modern design within
Judaica?
Arielle (21:42):
So, personally, I think there's so many amazing things
about being Jewish and everybodydoes it differently.
Nicole (21:51):
Which is one of the things.
I love about being Jewish, isthat you?
Know there's not you get youknow 200 Jews.
There's 400 ways to be Jewishwithin that 200 people.
Arielle (22:00):
I think a lot of the stuff that we, that was out
there, that we saw, was kind ofjust generic.
It was like cut and paste blue,white, like Shabbat, and it was
like simple and it didn'tnecessarily like speak to the
younger generation and it's justthe way that Judaism has
(22:21):
evolved over the years.
It's just been we want to beproud.
We want to like show how much welove to be Jewish and I think
making items that are colorfuland fun and you know, the kids
see that it's happy and there'sjust a happy way to bring it
into your everyday life.
And I think that it was justlacking.
(22:43):
I don't know why, but it wasjust.
I felt like it was very justdry and there was not that
excitement piece.
Nicole (22:51):
Yeah, I think that it's making its way slowly into
things.
The way I originally foundfound out about you, which is I
said in our initial call, is, mysister is much more of, has a
more modern aesthetic and she'sgetting something from you for
Hanukkah.
This is going to air afterHanukkah, so she she will
already know, um, she, that'svery much her aesthetic and I
feel like you know she looks forthings like that.
(23:12):
So there, I've seen, you know,some jewelry, jewelry brands,
especially they're.
They're much more modern, but Ithink with housewares it's
still, like you said, a lot moretraditional.
Arielle (23:21):
Yeah, I mean that's been my experience and I think
just getting, like you know,feedback I mean this is going to
be my next year, will be mysixth year doing this and you
know, every year I learn andgrow and my customers and the
feedback that I get fromeverybody, I think, is just like
it means the world, because Idon't know what I don't know.
(23:43):
And until people come out andsay, you know, oh, I've been
looking for something like this,or do you make something you
know that I can put on my tableor like for my jewelry, like
stuff that like I don't know,that it's through evolving.
Nicole (23:57):
How do you get that feedback from them?
Is it through you know emailsor through social media?
Arielle (24:03):
A lot of social media.
I mean, I have to say it's alove-hate relationship, but
social media has been a gamechanger for me and my business
the instant communication, theconnections and just feeling
like you can just kind of beyourself and be open because
(24:24):
you're behind the screen.
So I guess people are more youknow, willing to share.
But social media has reallybeen one of the number one
driving forces for my feedback.
Nicole (24:35):
And you're very responsive on social media.
There's people I've reached outto that I feel like, for
various reasons, I never hearback from them, but even last
night I sent you a message andyou were like right on it.
Do you feel like that's afull-time job, being so
responsive on social media?
Arielle (24:50):
So it's funny that you say that, because in my head if
I don't respond respond then Iwill forget.
Anyone who knows me knows thatI cannot remember anything.
So if I don't do it in thatmoment it is lost in La La Land.
So I kind of am like I want torespond, so if I don't respond
(25:10):
in that moment then I'm going toforget.
So I try to be responsive and Iknow like when I was on the
other end I'm like I loved itwhen people wrote me back.
Like you know, it takes couragesometimes to even like write
some people and when they writeyou back you feel good about it
and you feel?
like oh, there's a person on theother side of the brand and
it's not just this huge likecompany where you can't talk to
(25:32):
the owner.
Nicole (25:33):
Like I don't know.
Arielle (25:34):
I mean not that you can do that anywhere, but I just
that's.
That's the kind of business Iwant to run.
I want it to be personal.
I want it to feel like theyknow who they're buying their
stuff from and my story, and Idon't want it to be just a brand
name, like I want you to knowwho I am and how this evolved.
Nicole (25:53):
So walk me through the process of creating a new item,
from idea to posting it on yourwebsite.
Arielle (26:02):
Okay.
So the way that it works is, Iget an idea of what I want like
the end product to be like.
For instance, with the Sederplates that I did last year,
they were brand new.
Last year I was like I wouldlove to do a Seder plate that
has some sort of Passover design.
But there was the first onethat I did.
(26:25):
It was called the Perfect Sederand, like each section of my
painting, I would draw the itemthat it resembles on the Seder
plate.
So in my mind I was like, ok,this is what I want the final
product to look like.
So now I'm going to start topaint it.
So I would go into the studioand start painting and from that
(26:46):
point, once I was happy with itand felt like, oh, I can see
this as the final.
Like it's always hard as anartist.
Like, when are you done thepainting?
I think that's something also.
Like I very rarely come back toa painting.
It's usually in like onesitting where I'm like, okay,
I'm in the moment and I likewhen the colors are wet still
and it can play with them alltogether.
But very rarely do I go back.
(27:09):
Like, if I stop, then eitherthe inspiration's gone or I
don't know.
It just doesn't feel cohesive.
I don't know how to explain it.
But so from that moment I thenI have a printer that I work
with who takes very, veryprofessional photos of my
artwork, and then I have thefile and can print it on
(27:33):
different items, and so I wouldprint it on, for instance, for
the Seder plates.
I did the glass tray and hadlittle heart bowls for each
section to put the items on theSeder plate.
So that's kind of how it starts.
It's an idea that I have ofwhat I want the final to look
like, and then I start thecreative process and start
painting from there.
Nicole (27:53):
What are some of your favorite items to sell some.
What are some of your favoriteitems to sell.
Arielle (27:58):
My favorite items, I have to say, are my drip trays.
That started totally by accident.
It was, I would say, when I wasI don't even know how young I
was, but I remember my mom wouldalways have like this small
little plastic trivet underneathher Shabbat candles and I was
(28:20):
always thinking like why is itplastic?
One and two, like she always.
It was like I don't know likemise en place, like she always
put like the candlesticks onthis little trivet and I was
always like that's so smart,like I want like something, but
I want something fun, like whenI am older and have kids and and
I'll be lighting the Shabbatcandles.
So it really started with likeokay, I'm going to make a small
(28:41):
little glass tray and see whathappens, and till this day, like
that is my favorite item tomake because it's small and you
can really use it for anything,whether it's like to put
something hot on it or for thecandles for Shabbat.
Um, but it's just something wealways use and it it just it's
something small and simple andbut it still brings your table
(29:01):
to life and it makes it feelspecial.
Nicole (29:04):
And it's important for things not only like Shabbat but
also Hanukkah, because, as Iposted on my Instagram a couple
days ago, I'm using tin foil,which is not as pretty as a drip
tray, but I'm going to have toget one so that we have
something pretty to put the themenorahs on.
I have three menorahs right now.
We just I'm sure by next yearwe'll probably have more.
(29:24):
I feel like having a lot ofmenorahs right now is just a
blatant act of resistance andputting them in the window is
super important, I agree.
Arielle (29:33):
So buy a drip tray buy a drip tray.
Nicole (29:35):
Where do you paint?
So you said in the studio?
Arielle (29:37):
That's a great question .
Do you paint in your house, doyou?
Nicole (29:39):
paint in an actual art studio.
Arielle (29:41):
No.
So we transformed our garageinto an art studio.
So for right now, my studio isin my garage, but it works, so I
don't have to worry about whenthe paint flies everywhere and I
can be in my element and notfeel like, oh, it's going to get
on the carpet, or, and myelement and not feel like, oh,
it's going to get on the carpet,or you know, I'm in for for a
while I was in my daughter'splayroom, Like when we were in
(30:02):
DC.
It was like the playroom, thekitchen, the living room, and it
was like my table and the floorwas covered in paint and that
was never good for anyone.
Um, so I'm able to be myselfand be.
I can paint freely and not feellike, oh, I need to be careful
about this, and that I mean oneday, sure, I would love my own
studio, but at this point it'sworking and I'm happy in my
(30:25):
space.
Nicole (30:27):
I can imagine having a cohesive and welcoming space is
important for an artist.
You know if you're in thisplace that's got really like
negative energy.
I feel like that would probablyaffect your painting.
We want none of the negativeenergy.
Arielle (30:38):
Yes, really like negative energy.
I feel like that would probablyaffect your painting.
None of the negative energy,yes, no negative energy.
You want all the happy you know, positive vibes and feel good.
Nicole (30:46):
What are some of the challenges you find in being a
business owner and also a motherat the same time?
Arielle (30:53):
Ah, great one.
I think that is the milliondollar question, because being a
mom entrepreneur is very hard.
It's very rewarding, but it isvery hard because my time is
from drop off to pick up, so myworking hours are when I'm home,
(31:15):
After I drop off the girls atschool.
It's like, okay, I have sevenhours to do what I want to do,
and then I got to go pick themup and then I'm on.
You know, I want to be presentfor my children and it's very
hard because when you set outexpectations like how long an
order is going to take, or youknow, there is no shipping
(31:37):
department, there is no packingdepartment.
Like it's all you that is all meand I think I'm going to
finally have to get help in 2024.
I know I don't even know whyI'm saying it out loud, but it's
like it's scary.
Nicole (31:51):
Bring someone in, because I know.
I'm such a control freak and myhusband and father are also
telling me they're alwaystelling me that I have to kind
of seed responsibilities but I'mlike no, because no one else
can do it the way that I'll doit.
It's scary.
Arielle (32:05):
It is very scary and I mean, I think I've realized, you
know, as we're just coming offof the Hanukkah rush, I feel
like my time is most valuableand like I want to be able to be
present with my kids.
I want to be able to, you know,be the mom I want to be and
still run a really successfulbusiness.
But I have realized I cannot doit all myself and I think that
(32:29):
is such a huge mountain to climbbecause you don't want to give
a piece up, like you said.
Are they going to tie the bowsLike I do it?
Is the sticker going to bestraight?
Is the note going to be genuineor is it just like thank you,
you know, I want it to feelgenuine and from myself, and you
know, everything that I makeand create is a reflection of me
(32:51):
and my brand, and it's it'shard to give that up, um, but
it's also a necessity to grow.
I mean, you can't stay in thesame place that you were last
year if you want to grow and besomething more next year.
Nicole (33:05):
I love that you brought up being present, because I find
that this is something that Istruggle with a lot, because a
lot of what I do is kind of likeoperational stuff on the
computer.
So it's super easy to be justsitting there with my daughter
and be on the computer whileshe's like come play with me.
So it's really hard to findthat balance between trying to
get your work done and beingpresent, because she's only in
(33:26):
school three days a week from8.45 to 12.
So I have less than seven hoursa day to get what I need done
done, and I'm also giving toursas well.
So it can be super difficultand I think a lot of working
parents feel that way.
Even if they do have help andthey work outside the home and
have, you know, a nanny or ababysitter or a relative
watching their kids, sometimesit's still hard to be present
(33:47):
when you get home because you'reexhausted.
Arielle (33:50):
A hundred percent.
There is no, you know, coveringthat up.
That is the reality.
I think we can only do the bestthat we can do, and that's I
mean.
What else can you do?
I think you know we're allgoing to be exhausted at the end
of the day.
It's just prioritizing, youknow what is the most important
thing.
(34:10):
Or even if there's like onething that I need to get done,
just do that one thing.
Nicole (34:15):
Yeah, sometimes I can do one thing on my to-do list and
I feel like, okay, I'm done forthe day, which can be a bit
ridiculous, but especially ifit's something you've been
putting off, like you knowcalling you know somebody about,
like state taxes or somethingwhich you know I have to deal
with sometimes.
Arielle (34:30):
It takes like 12 seconds and it's like on the
list forever.
Nicole (34:33):
I know I feel like that's not just me, though,
because I've seen memes aboutthis for people that are not
even relating to business stuff.
They're just like.
I waited three months to dosomething that took 10 minutes
and I learned.
I learned no lesson.
So at least it's not just me,we'll do it again.
Arielle (34:47):
No, you're not alone, I am right there.
I mean people you know who knowme, know that I am not the most
.
What should we say Organizedhuman being?
Um, I just I'm all over theplace.
What should we say Organizedhuman being?
I just I'm all over the place.
But I feel like you know, it'smy creative juices.
Nicole (35:04):
It's just.
That's just how I am Organizedchaos.
Maybe it makes sense in yourbrain.
Arielle (35:08):
Yeah, I know where everything is in my brain, but I
know we don't all have you knowthat as a strength.
But we focus on what we do haveand you know, if I'm able to
still get some stuff done, thenit's a win for the day.
Nicole (35:21):
So kind of transitioning .
I know you have a set ofgrandparents that were Holocaust
survivors.
Did you grow up hearing storiesfrom them about the Shoah?
Is this something that hasshaped you as a Jew?
Something I'm super interestedin in general is generational
trauma and I think that you knowespecially grandchildren or
children of Holocaust survivorspossibly carry this with them.
Arielle (35:45):
I mean that is more relevant than anything else
right now I feel like I just gotthe chills.
But yeah, I mean mygrandparents were both Holocaust
survivors on my mom's side andwe grew up knowing that it
wasn't until so.
(36:07):
I lived in DC for 10 years andin my heart I was like I must go
to the museum like at somepoint, and my grandmother was in
the Shoah videos.
So I was like I need to gowatch these videos and I
remember when they came to ourhouse and we're videotaping her.
Nicole (36:25):
Was this for the Steven Spielberg the Shoa Foundation
through USC?
Yes, yes.
Arielle (36:30):
So I remember when they came to my grandma's house and
we were all there and my mom andmy sister and my dad and and my
aunts and uncles, uncles, andwe're like sitting there while
they're recording her story, butI never, like, was there when
they did her story.
It was just we were present,like at the end, or, you know,
this is where we are now and Iwent to the museum and I sat
(36:52):
down and for three hours I criedand finally had the courage to
hear her story and to hear whatshe went through and it was
unbelievable.
I mean there, there's just nowords.
I've told everyone, you know,if you have the chance to do it,
(37:13):
do it because you knowknowledge is power and you don't
know, we don't know everything,but hearing the words from
first, you know firsthandexperience, and what they went
through was like there's just nowords.
So absolutely it has, you know,affected my life.
I mean, you know, in manypositive ways, because we're so
(37:35):
proud.
You know, till this day, youknow, I, I always, you know,
wear my Jewish star necklace andyou know, most people know, so
proud, you know, till this day,you know, I always, you know,
wear my Jewish star necklace.
And you know most people know,like you know, I'm very active
in the Jewish community and Ithink a lot of that has come
from my upbringing.
And you know as much, as wegrew up knowing that my
(37:56):
grandparents were in theHolocaust, it never made us feel
less about ourselves.
It was always like, well, thisis who we are and we're proud of
it.
And we wanted to spread lighton who we are and for other
people to see that like we'renot going anywhere, yeah, and
but I do think you know I alwaysthink about it, like thinking
about the thing.
(38:17):
Oh well, you know there'scertain things that we did in
life growing up that maybe youknow were a reflection of that.
I think small things like, oh,like don't forget to take, you
know, the sugar packets, or likethere was always certain things
like at restaurants where, likewe grew up doing because it was
like second nature, because itwas like you never know when
(38:37):
your next meal is going to be,or you know always, you know,
save the piece of bread, don'tthrow the food away, like it was
.
That was like ingrained in our,in my head at least, and I mean
it's just unbelievable that weare honestly, it feels like
we're living out the Holocaustin real time right now.
It's kind of crazy.
Crazy Like.
(38:58):
Never in my lifetime have Ifelt this way.
Nicole (39:02):
It's it's a scary time to be Jewish, kind of.
Going back to what you'resaying, it's interesting that
you bring up sugar because Idon't have any relatives who
were personally in the Holocaust.
I have like very distantrelatives I've really recently
found out because I have a veryuncommon maiden name but they
lived through the GreatDepression, so very similar.
I know.
When my great grandmother diedthey found bags of rock hard
(39:25):
sugar in closets newspapers.
My dad's mom would literallysteal things from restaurants,
you know.
So it's interesting that youknow that's something that they
never really got over.
Were your, was your grandmotherin a camp or what was her story
?
Arielle (39:42):
So my grandmother was in Auschwitz and her parents
were taken to the gas chamberslike immediately, and her and
her two sisters survived.
And I just remember the wordthat I keep playing in my head
from those videos that I watchedwas she kept saying we had hope
, like we never gave up hope.
(40:03):
And I'm just like how in theworld are you able to have hope
when you're in this horrificexperience?
Your parents are taken from you, you're 14 and they're getting
burnt.
I mean it's just like.
And she just said, we nevergave up hope.
And I was like, oh my gosh,like that is so powerful and I
(40:31):
just I think about that all thetime.
And I think, you know, if mygrandmother were alive today and
you know she saw what I wasdoing and I think about her all
the time and you know I thinkshe would be so happy and proud
that you know I'm out theresaying hi.
I'm Jewish and I want to makeJudaica fun, and I want to, you
know, want people to not bescared to, to be proud of it.
Nicole (40:56):
I think she'd be proud of you.
Arielle (40:57):
I think so, I hope so.
Nicole (40:59):
Have you.
My husband and I, five yearsago, took a trip to Central
Europe and actually visitedAuschwitz.
Is this something that youwould want to do someday?
I have done it.
Arielle (41:10):
You have done it.
No, I have done it.
So in high school.
So I went to a Jewish dayschool and our senior class trip
was going to Poland and then toIsrael and we went to Auschwitz
and we saw her barrack that shewas in and it was like it's a
moment in time I will neverforget.
Nicole (41:32):
It's really hard to describe the feeling of being
there unless you've been there,because one thing I really found
surprising was how peaceful itfelt in some capacity.
Arielle (41:42):
I don't even.
Oh my gosh, it just seemed verylike history stood still.
Nicole (41:48):
Yeah, it's just very.
Yeah, it's hard to explain.
Arielle (41:53):
It is very hard to explain.
Nicole (41:54):
I think it's something super important that if you find
yourself in Poland, not thatmany people do Well Poland.
I love Poland in general.
I think it's something superimportant that if you find
yourself in Poland, you know notthat many people do Well Poland
.
I love Poland in general.
I think it's beautiful and Ithink Krakow is amazing.
But I'm always encouragingpeople to consider that and I'm
very big on Holocaust education.
I'm going back to school andhopefully going to be pursuing
an advanced degree in thatbecause of what's going on right
(42:17):
now, because I think that youknow, as we're losing survivors
who were actually in camps,there aren't many of them left.
It's very hard to be connectedto that and you know there's
always been Holocaust deniers.
But as time goes on, I thinkyou know you get more distance
from things.
You're doomed to kind of repeatyourself and I that's scary.
Arielle (42:39):
It's very scary.
Um, I would highly recommendanyone to go.
It is like, or visit aHolocaust museum If you're not
you can't go to Europe.
Nicole (42:47):
Most major cities have Holocaust museums.
We have one here in New York,there's the museum of tolerance
in Los Angeles.
Go to DC to go to the, to thenational one there.
It's important, it's veryimportant.
Arielle (42:57):
I think I mean when you're ready.
I think you should go Like whenI I mean, we lived in DC for 10
years and I think I went likethe last year we lived there.
You just need to go when itfeels right for you, don't feel
pressured and just kind of go onyour own terms, and I think you
know it's so important.
Nicole (43:18):
Yeah.
Arielle (43:19):
Even though it's hard, but it is hard.
Nicole (43:20):
But you know, sometimes important things are hard.
Yeah, you know, or even youknow, or even, like I just got
this is gonna sound strange, Ijust got the 30th anniversary
edition of Schindler's List forHanukkah, because they have all
these extra features.
Watch a movie, you know, youstart steps.
I think a lot of people youknow I don't know if anybody
listening feels this way.
They don't.
(43:40):
They.
They know that there was aHolocaust, but they don't know
the details.
So so you can look into it,just do a little research and I
think it's.
It'll be very eyeopening topeople, no question.
So switching to something alittle bit happier.
I've seen videos of you makingchallah and holiday pastries on
Instagram.
Is this something that you doevery week or do you only make
(44:02):
challah for special occasions?
Arielle (44:04):
So I like, I love to bake challah.
First of all, I love to bake.
Nicole (44:10):
Good for you, because I feel like I'm the worst chef
baker in the entire world, soI'm always impressed by people
who can.
Arielle (44:17):
Yeah, no.
So cooking in general is not myjam.
Um, we leave that to my husband.
One day maybe I will try, but Ihave tried many times and have
not succeeded.
But baking I love.
I don't know if it's just thecreativity of it or you know, I
don't know what it is, but it'smore my speed.
(44:37):
And every Friday I like to havefresh challah, Like it was like
a dream.
I was like, oh, like, why not?
Like that would be so cool.
So once a month I, when I am notstressed and when you know I
don't need to be rushing to haveit ready for Shabbat, I just
(44:58):
pick a day of the month and Ibake like maybe five or six
challahs and I freeze them.
So then every Friday morning Itake it out of the freezer and I
put it on the stove, and notlike on, but just take it out to
defrost.
And then right before Shabbatwe stick it in the oven and then
(45:19):
it's hot and it's delicious.
And I'm not stressing out LikeI mean, there's so many times
where I've done it, where, likeI'll start the dough Friday
morning and I'm like I don'teven have everything ready, like
for Shabbat, and it's like,okay, we need to put the challah
in the oven, Like it's toostressful.
So, yes, it happens sometimes,but I like, I like to enjoy the
process and I also love doing itwith my girls and it's just,
(45:44):
it's special to me.
I really like the whole, likewhen they bake with me, like
they'll have like sprinkles andchocolate chips, and it's like a
whole fun, like activity, andthat, to me, is what it's all
about.
So, finding the happiness inthe everyday routine.
Nicole (46:02):
Where did you get your challah recipe?
Is it a family recipe?
Arielle (46:06):
So the recipe that I use now actually that I love is
from my Jewishly Liz onInstagram, from Atlanta.
Her recipe is vegan and I loveit.
It's just.
It comes out perfect everysingle time and it's easy and I
(46:27):
feel confident doing it and I'mnot worried about like the yeast
rise.
I don't know.
That's what I've been using thelast year and I don't plan on
changing that.
I mean, if it, if it ain't broke, don't fix it, especially when
it comes to food the recipe Ihad before um was a friend's
recipe and it was always good,but I never it.
Always it was.
Every time I did it it wasdifferent, like yeah, that's one
(46:48):
of the things that I don't likeabout cooking, is that?
Nicole (46:52):
there's this, there's this.
I make this jalapeno popperchicken, which I love.
It's like very uh, um, what isit?
Arielle (47:01):
spicy, well no it's.
Nicole (47:03):
It's low car.
It's what's looking for.
I can't, I'm, so I had coffee.
That's clearly wearing off.
It's low carb, because I waslooking for low carb recipes and
it's really good, but there'ssometimes it doesn't taste the
same, so I feel like that's.
One of the things I don't likeabout cooking is that it's
sometimes really hard to get itthe same.
But I guess baking is different.
I've heard people that are theyhate baking.
(47:23):
They're really good at cooking.
My husband's like that.
He makes his own recipes, isvery adventurous, but he doesn't
like baking as much, or peoplewho love to bake and they're
like I don't like to cookbecause they're totally
different.
Arielle (47:35):
Totally different.
That is exactly how we are inmy house.
Nicole (47:39):
So walk me through a typical Shabbat and what that
looks like at your house.
Arielle (47:45):
So every single Friday night we always put a tablecloth
out and we set the table withflowers and we get one of my
drip trays out and we put themunder the Shabbat candles.
I also use it as a challahboard.
So I also have a challah boardand we put the kiddush cups out
(48:09):
and we get the wine and thegrape juice and the challah
comes in the oven.
So it comes out warm and it'shandmade.
And it's the time where we justlike are together and we
usually turn off the lights andwe light the Shabbat candles and
you just feel the warmth ofShabbat and it's like the lights
(48:33):
just kind of embrace the roomand it's a really special moment
.
I mean, we say the bracha overthe candles, me and my two girls
, and then my husband does thewine and then my daughters
usually do the chala blessing,and that's the routine, I mean,
(48:53):
and that's, and then, you know,we put the lights back on and we
have dinner.
So we're very like.
I mean, we're not ShomerShabbos, but we feel that it's
important for our kids to see usdo this and we want them,
obviously, you know, to continuethe tradition if they.
You know, we never want it tofeel forced, but you know, we
would hope we would shine apositive light on welcoming the
(49:16):
Shabbat and having it present inour house.
Nicole (49:21):
This is something that we've started doing recently as
well, though sometimes we don'timmediately sit down to dinner,
because life is crazy.
But, I think it's important,especially with you know the
modern world, to just take amoment to take a breath and
appreciate the week.
And I've started going toFriday night services too as
just kind of even just by myself, as kind of a way to just kind
(49:43):
of like sit for an hour and justbe without my phone, without
worrying about my business,without a toddler.
So that's one of the thingsthat I really like that we've
started doing.
So if you're interested indoing this, you don't need to be
Shabbat observant, you don'tneed to not be on your phone for
the whole time.
Light some candles, drink alittle wine, have some carbs
(50:08):
there's nothing wrong with anyof that.
Yeah, though I don't make ourchallah my daughter gets.
They send it home from school.
It's in like a plastic bag.
Arielle (50:17):
It's still really good.
We get that also, but there'ssomething about the self-care
aspect of all this as well.
Like you said, even like if yougo to shul for an hour or you
find that quiet time, you don'thave to go to synagogue.
That quiet time you don't haveto go to synagogue.
(50:37):
I mean it's finding that breakfrom the week to the weekend and
just having that moment to justbe has really been why I do it.
I mean I look forward to itevery week where I'm like okay,
the week's great, like what wedo, also at when we finally are
sitting down for dinner.
We always do our highs and ourlows and I think it's important
(51:01):
to just have that connection andto talk and to be present, like
we said, and be off our phonesand not in front of the TV.
Nicole (51:10):
Cause we eat dinner in front of the TV a lot too.
Arielle (51:12):
I mean who does not?
Nicole (51:15):
If you don't, if you say you don't, you're lying, you're
lying, no, it's just natural.
Arielle (51:20):
But yeah, I think it's that time to just be together,
and even if it's for, like youknow, 15 minutes, like it works
for us and that's, you know,it's important.
Nicole (51:31):
I completely agree.
I completely agree.
How has becoming a motherchanged your relationship with
Judaism?
Because I know for me it'scompletely changed since I had
my daughter more observant afterbecoming a mother.
Arielle (52:02):
I don't know.
I mean, I think the fact thatwe had children is a miracle in
itself and I mean, when I wasfirst pregnant, I was like I
wouldn't even talk about it,like it was like I don't want to
talk about it, I don't want tojinx it, I don't know if it's
just, that's a very commonJewish thing, Like Jewish people
usually don't have baby showers.
Nicole (52:17):
They don't set up anything.
It's bad luck.
I mean, if you come from Idon't know about, I can't speak
about other types of Jews, butAshkenazi Jews are super
superstitious crib Like that'ssomething that my family does.
Arielle (52:29):
Yeah, I had a red bundle in my wedding dress.
Cause I remember like I didn'twant to wear this in pictures
and I was like, please tie a redstring.
I mean we grew up like mygrandma would always put little
red strings like in our dresses,like it was just again, like
(52:53):
even the cups, like you'resupposed to turn your cups
upside down.
Nicole (52:57):
There is, I'll do that.
Yeah, I do that, yep.
Arielle (53:02):
It's very funny.
I love that.
I know no one else.
I know when I met my husband.
Nicole (53:08):
He's like why do you do that?
It's like because of evilspirits, you don't want them
getting in the cups, which, in2023, sounds like a crazy thing
to say, and I'm like also, youdon't want like dust to get in
the cups.
So like there's a practicalreason.
Arielle (53:21):
It's so funny, but we turn the cups over because my
grandma used to say if you lostsomething, you would have to
turn three cups over, and thenyou would find it.
It wasn't even for the dust.
Oh, it was something else, itwas next level, but it works I
mean we love.
Nicole (53:39):
We love the grandmother ashkenazi superstitions that
they brought from the shtetl andwe're still doing it.
Arielle (53:45):
Yes, so here we are, um , but I would say no, no
question.
I think becoming a mom has, inthe most beautiful way, made me
appreciate being Jewish.
Nicole (53:58):
Are there specific traditions that you hope to pass
on to your daughters?
Arielle (54:04):
I hope that, if for nothing else, that they're proud
of who they are and never letanyone say you know that you
shouldn't be doing what you'redoing, or you know, do what
makes you feel good.
And you know I want to.
You know, pass down the Shabbattraditions and making challah,
(54:28):
and just the little joys, like Ilove, even the music.
I mean, I just think it's not,you don't need to be so
observant to feel connected.
It's whatever works best foryou.
And I think my only hope for mygirls is that they would feel
that way and not feel pressured,you know, to be a certain way
(54:50):
or to do something different ifthat's not what they truly
believe.
Nicole (54:55):
I think, one thing that I'm super pushing right now is
the idea of Jewish joy.
I feel like, in general, a lotof our holidays, a lot of our
shared trauma, is traumatic,it's negative, it's not happy.
You know, I've seen stuffonline joking to be like all of
our holidays are they tried tokill us?
They didn't.
Now we eat.
You know, which is a thing.
Arielle (55:13):
I've seen that meme.
Nicole (55:14):
Yes, but I feel like the idea of bringing Jewish joy,
especially right now and youknow it's difficult celebrating
Hanukkah Well, there's a lot ofpeople who are not able to do
that with their family becausethey're hostages right now is so
important.
But not even with what's goingon right now, just in general, I
think the idea of Jewish joy isso important.
Yeah, I, the idea of Jewish joyis so important, yeah.
Arielle (55:35):
I mean you hit the nail on the head.
I mean it's really like we want, we need that right now.
I feel like since October 7th Ihave not been the same and I
feel like there is so muchweight on our shoulders and
every day goes by and we're likehow are these people still
(55:59):
hostages?
Nicole (55:59):
I don't know about where you are, but because I'm in the
Upper West Side, there'sposters everywhere, so I feel
like I see these people everyday and I've now come to know
them in a way.
So it makes it very personal,which I think was the idea of
the poster project to begin with.
But I think that makes it thatmuch harder because it's just a
constant reminder that it'sstill happening.
Arielle (56:21):
I keep hoping that I'm going to wake up and like,
magically, they will all havebeen rescued.
I think about this every singleday.
I just, yeah, I mean Jewish joy.
Yeah that, what else can we do?
I mean, yeah, I mean Jewish joy, yeah that, what else can we do
(56:42):
?
I mean, it has brought ustogether in a way that I've
never felt, like I said, ever inmy life.
I mean, we are here and we arenot going anywhere, and we might
as well shine bright and behappy as much as we can shine
bright and be happy as much aswe can.
Nicole (57:00):
So this next section, they're short form questions
done in the style of the actor'sstudio, and I asked these same
questions of all my guests.
So the first question is whatis your favorite Yiddish word?
Arielle (57:11):
Oh gosh, I have to do it quick.
Nicole (57:15):
If you can't do a quick answer, you can.
You can do a longer answer.
Arielle (57:20):
My favorite Yiddish word is going to be let's think
I have like a whole Yiddishcollection.
This is the pressure's on Azoy,Okay, which is like I don't
know, like a lot or like what isit.
(57:41):
Now I'm going to have to lookit up, but it was like it was
like so much, like a zoe, likeyou had to do that so much.
Nicole (57:51):
Said, with the inflection up what is your
favorite Jewish holiday, sukkot.
If you were to have a batmitzvah today, what would the
theme be?
Arielle (58:02):
It would still be Ariel .
I thought about this and I waslike it's going to be my,
because my bat mitzvah wasmyself.
It was Ariel, it was just myname and I would do the same.
What?
Nicole (58:13):
were the centerpieces for that theme.
Arielle (58:19):
It was just me as a child.
I was.
It was my face, like on everytable.
My cake was like my face whenthey could like print.
Nicole (58:26):
Yes, yes, yes, yes.
Arielle (58:28):
I mean, do they still do that?
But, like I don't know, mytheme was my name, I don't know
I there wasn't like somethingthat, like, I loved.
Nicole (58:35):
Yeah.
So you were like I'm it's goingto make it, it's a day about
you, so you're going to be thetheme that makes sense, that
makes complete sense.
Total.
What profession other than you,your own, would you want to
attempt?
Arielle (58:49):
Um, great question.
I wish that.
Oh my gosh, I don't even know.
I wish that I was an organizedhuman being.
I wish that I was just able tobe a professional organizer.
No, I don't know.
I wish I had that strength andI do not.
Nicole (59:09):
I don't either.
So we are on the same page.
If heaven is real and God isthere to welcome you, what would
you like to hear them say?
Arielle (59:20):
You are.
My name is Ariel, which isLinus of God, and I could only
hope to live up to that name andto be a beacon of light and I
don't know.
Nicole (59:36):
You would hope that God would say that yeah.
Yeah, I don't know.
Yeah, so if someone is a newcustomer, do we have a discount
code or a special promo we couldshare with anybody listening
who's interested in yourproducts?
Arielle (59:52):
Sure, so for 10% off of anything on my site.
The code is you, just theletter.
You are the two, just to thetwo letters.
You are amazing 10.
Nicole (01:00:12):
What a happy discount code.
I know I try.
Arielle (01:00:17):
It's funny.
When I first started everything, I would sign everything with
you are amazing on the back withthe letters AZ in the word
amazing, like my signature.
So it was like you are amazing.
I don't know.
There was something about likespreading that joy that I always
wanted to do.
Nicole (01:00:35):
You can follow Arielle on Instagram I do.
She posts her products and youknow things like baking and
she's, like we said, veryresponsive, which is rare with
somebody who has as manyfollowers as she does.
Arielle (01:00:46):
Thank you, I try, we're all just doing our best.
We're doing our best.
We're all doing our best.
Nicole (01:00:51):
I'm trying to wake up in the morning, I'm like I'm just
doing my best, I get a t-shirt.
I would like that Maybe.
Maybe I'll start a companywhere I'm just selling you know,
t-shirts from moms that saythings like I'm just doing my
best, you're like I woke uptoday.
I need a gold star.
Arielle (01:01:09):
I would like five gold stars.
Cause I need another business,so thank you so much for joining
me.
It was lovely to talk to you.
Nicole (01:01:19):
Well, thank you so much.
So this has been SheBrew in thecity and I'm Nicole Kelly.
© transcript Emily.
Arielle (01:01:42):
Beynon.
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discounts.
This is Nicole Kelly, andShebrew in the City and today
(00:37):
I'm sitting down with ArielleZorger of Arielle Zorger Designs
.
How are you doing this morning?
Arielle (00:43):
I'm doing great Wonderful to meet you.
Nicole (00:46):
Yeah, it's nice to put a face to the voice that I've
heard.
So I'm super excited to talk toyou today because, as I
mentioned in our initial phonecall, my sister turned me on to
your products and I thinkthey're very unique as far as
Judaica goes and I really wantto kind of delve into how that
started.
But first I want to ask youwhere you're originally from,
(01:06):
where you live now and how youended up there.
Arielle (01:09):
Sure.
So, originally from Baltimore,grew up in Owings Mills, went to
school in Pikesville and wentto a Jewish day school for most
of my middle school and highschool and then went to Delaware
(01:30):
for college and then we livedin DC for the last 10 years and
now we've relocated to NorthCarolina.
Nicole (01:38):
Oh my goodness, how is North Carolina compared to where
you've lived before as far asJewish community?
Arielle (01:45):
So the Jewish community here is fabulous.
I feel like the community is sotight and it's so warm and
welcoming and for us, notknowing anybody here, it has
been just arms wide open andit's really been like family,
because we don't have familyhere, so it's been really great.
Yeah, I feel very, very blessedwhen we moved to New York
because we don't have familyhere, so it's been really great.
Nicole (02:06):
Yeah, it's very, very blessed.
When we moved to New York wereally didn't have anybody, so
it's kind of scary moving to anew city and creating a bit of a
community.
I know North Carolina haschanged a lot.
My dad lived in Charlotte for,I believe, almost a year in the
1970s and it was a verydifferent place, the kind of
place where he got like weirdlooks, playing pickup basketball
with people who weren't white,that sort of type of place.
(02:28):
So I've talked to a lot ofpeople about how the Carolinas
in general have changed, whichis nice to hear, yeah it's
breath of fresh air.
So you said you went to Jewishday school.
What denomination did you growup in?
Arielle (02:41):
Reform, conservative, more on the Orthodox side grow
up in reform conservative, moreon the orthodox side.
So we grew up conservative.
The school was modern orthodox,but at home we were practicing
conservative.
Did you guys keep kosher?
Yes, we had kosher meat in thehouse, but we did not keep
(03:02):
kosher out of the house.
Nicole (03:04):
I know a lot of people will do that.
I think it's kind of like ahappy medium and you know it
worked for us.
Yeah, do you?
Do you consider yourself stillconservative?
Do you?
Are you a member of a temple?
You mentioned joining a newcommunity.
Arielle (03:20):
So we're not members of any temple here yet.
We're still about just hittingon the year mark.
So we're still trying to figureout where we want to put down
roots.
But yeah, I mean, we're prettymuch the same.
Our house is kosher, so we haveseparate meat and dairy, which
(03:43):
is more than I had growing up,so a little bit more, but
otherwise we still we're prettyconservative, great, so I want
to jump into your business.
Nicole (03:55):
So what was the initial inspiration for this?
Arielle (03:59):
So my business actually began in 2019, before it was
ever a business.
I struggled with my mentalhealth for as long as I could
remember and this was shortlyafter my first was born and my
anxiety was just through theroof and I kind of like got a
(04:21):
call to paint and kind of neverstopped.
It was really just, it was away of therapy for me and it
just felt good and all thecolors and it was really just a
mental health outlet that turnedinto now my full business.
Nicole (04:41):
What had you been doing before you?
Your daughter was born.
As far as work.
Arielle (04:45):
So before um, before she was born, I worked for
Marriott hotels.
I worked for them for about 13years and COVID happened and
they no longer needed events andsales.
Nicole (04:59):
It makes sense Not not too many events happening.
Arielle (05:02):
Yeah, exactly.
So once all of our jobs wereeliminated, we were home and I
just kept painting because I waspainting before this happened.
And then I was like I want tojust keep doing this.
This is what's making me happy,this is what I'm passionate
about.
And I went to school.
I studied hotel management andI love the whole service and
(05:23):
hospitality.
But I was ready for a changeand I kind of just fell into
this.
It was like, okay, well, I'mgoing to give this a shot and
see where this takes me.
Nicole (05:33):
If it's you know, if it doesn't work, then I'll go back,
and if it works, then were youinterested in art at a younger
age, or is this something thatdeveloped a little bit later on
in life?
Arielle (05:46):
So I was always very creative.
I love to do arts and crafts.
I would do like family, likegifts throughout the year.
But I was never a painter, likeI never was an artist.
I, when I was maybe seven, mymom put me into like this art
competition and it was like theonly thing I won in my entire
(06:07):
life as a seven-year-old and itwas like, okay, that was fun.
I mean, like we still kind oflike joke about that now, but
yeah, this was totally this kindof just found me.
I don't know, it was my way todeal with my anxiety.
Nicole (06:23):
When you first started painting, was it more oils,
watercolors?
What kind of paintingspecifically were you doing?
Arielle (06:31):
So I started with acrylic and I'm still using
acrylic, so I've never left therealm of acrylic, but just
acrylic on canvas.
Nicole (06:41):
So I know your business started as an Etsy store.
What was it like running thattype of business?
I've always been kind ofcurious.
I'm not the craftiest person inthe world.
My mother's super crafty andI've always.
You know she used to make.
I was in dance team and youknow, at the um what is it
called?
At the championships, it waskind of a tradition that the uh,
the team would carry wands andmy mom got really specific,
(07:04):
really specific about like theywould be like themed for
whatever our routine was, andshe, she's always been very
crafty.
So I always said that sheshould start an Etsy store.
So what is the process of that?
What was that like?
What was it like dealing withcustomers in that capacity?
Arielle (07:19):
So the Etsy thing was very funny actually.
So, as I'm going through thisdiscovery of therapy through art
, I probably had 50 pluscanvases all over our house
because it was like where am Igoing to put all this stuff?
And we were downtown DC, wewere, you know, in a small
townhome and it was kind oftaking over, to say the least.
(07:41):
So my husband actually had theidea and was like why don't you
put your art on Etsy?
Why don't you see what happens?
You know, doesn't cost anythingto start it up, try it and you
know.
If you sell one, great, if not,not.
So I said okay.
So May 19th 2019, I opened.
Nicole (08:00):
That's my husband's birthday.
That's my husband's birthday.
Arielle (08:04):
It's a good day it's a great day and I kind of was like
I was nervous.
I mean I didn't.
I don't think I shared it muchon social that I was doing it.
It was kind of like no harm, nofoul, and didn't really talk
about it.
And then it kind of took offand every piece that I had sold,
(08:26):
wow, and I was like mind blownand I think I mean the whole
experience of like then youbecome a shop owner and then you
have, like you said, we havecustomers and dealing with, like
you know, all the back andforth of the just any customer
questions or anything like that.
I mean it was just totally justdifferent than what I'm used to
.
I mean it was just totally justdifferent than what I'm used to
(08:47):
.
I mean I used to work withcustomers all the time being in
hospitality, so it was similarin that aspect.
But being like the owner of abusiness, like nothing I've ever
done before in my life.
Nicole (08:58):
It's much more responsibility.
Oh yes, so it doesn't costanything to start an Etsy store.
How does that?
How do they?
How does that?
How do they make money?
I'm curious.
Arielle (09:08):
Yes, the way that it works is each listing is like 20
cents and then if people buy it, then like the listing can
renew and like it's just a itkind of just like automatically
updates.
If you set it up that way, butthere's no fee to join it's, you
can just start it and you knowyou think 20 cents, no big deal,
(09:31):
and then all of a sudden itstarts to add up no it starts to
add up, um, but you know itdidn't seem like such a big risk
, um, so I did it and I was onEtsy for you know, very long
time.
I mean I didn't start my ownshop until, like my own like
website until probably 2021.
(09:55):
Okay, so it was a while.
I was probably on there for agood two years.
I mean, I started off it wasall original paintings and then
it was painting cards and thatwas what I sold.
It was all just hand-paintedproducts.
Nicole (10:11):
Was it more Judaica-themed or was it just?
This is something I feel likepainting.
Arielle (10:16):
So the Judaica piece came later.
I was always doing khamsas andpomegranates in the beginning,
but not like oh, this is all I'mdoing.
Like there was a ton of justflowers and hearts and just
happy art, a lot of brushstrokesthat were just like all over
the place.
It wasn't like geared Judaica.
(10:37):
That didn't come until reallyCOVID in 2020, where it was like
I wanted the outlet just toconnect with other people on
Instagram and I feel like that'swhere I like most connected
with with with other individualsin the Judaic space and just
(11:01):
being women and Jewish and proud.
And that's kind of what my goalwas and my mission and my
values, and it just kind ofevolved from there.
Nicole (11:13):
That's super cool.
I love that.
I do love that this started outas a way of therapy, because I
also dealt with a lot ofpostpartum issues after my
daughter was born.
In general, I have a lot ofanxiety.
I love that you used the art asa way to deal with that.
Maybe someone who's listeningwill start doing that as a way
to help them.
I'm always of the idea that youknow if something that worked
(11:35):
for you helps one other personby being honest and open about
that.
It's definitely worth that.
Arielle (11:41):
And it took me a long time to say that out loud.
Nicole (11:45):
It's so, it's.
It's so funny, just generallygenerationally, how people deal
with mental health.
I remember I was in a new mom'sgroup with the JCC and my mom
was like you told people thatyou see a psychiatrist.
I was like it's a bunch ofJewish women in New York, mom,
everyone's seeing a psychiatrist.
Like just the generation, justthe one generation difference of
how we're talking about mentalhealth and being open about our
(12:06):
struggles and something that Ihope you know I can be honest
with my daughter about someday.
So I love your being so braveand sharing that.
It started a business in theprocess.
Arielle (12:15):
I know it's very scary and it's hard to say.
You know, I finally feltcomfortable to be open about it
and, just like you said, there'sso many people that have the
same struggle and it was likevoodoo you weren't allowed to
talk about it forever.
I mean, I think the first timeI can remember having a panic
(12:36):
attack was in elementary schooland I can remember that day in
my head and just having allthese experiences through high
school and college and it wasnever spoken about for some
reason.
And then after it wasn't untilafter college I saw a doctor and
she's like you have anxiety andI was like, tell me more.
Nicole (12:58):
It's so funny that it manifests itself so early.
So my mom tells me that we'dget in the car to plan, like you
know, our things for the dayand she'd tell me what we were
going to do and if she went outof order I'd freak out.
So I'm still very list andschedule oriented.
But now sometimes, because lifehappens, I'll change my plan.
But I'll be like saying to myhusband I was like we're going
to do this today and I'm like,but now we're going to do this.
(13:19):
And he's like, if we're goingto do it, let's do it in the way
that you said you're going todo, because sometimes it gets a
little much dealing with theschedules and all of that stuff.
But no, I definitely, Idefinitely can relate to that
manifesting itself super easy.
There's actually, I know, atthe State College near my
parents' house, an art therapyand drama therapy and music
therapy programs.
So I know this is somethingthat therapists and, you know,
(13:44):
mental health professionals havestudied about how art does help
people combat mental illness,and I think it's such a
beautiful thing.
Arielle (13:51):
Yeah, and I think I mean again, I had no idea, like
while I was like in the thick ofit and I feel so blessed to
have found that outlet, but itwas totally by accident, it
wasn't even like I was searchingfor it.
I mean like you said, if itcould help one person, like just
to say that out loud, I meanthen I would feel like my job is
(14:11):
done.
Nicole (14:11):
And you don't have to start with painting.
You know therapists say evenjust coloring books can be very
therapeutic or anything that canhelp you move your body.
I think really helps with thatI cross-stitch, or at least I
used to before I had a toddlerwho grabs everything.
Maybe when she's a little olderI'll pick it up again.
So let's go back to yourbusiness.
So when did you decide totransition this into a full-time
(14:33):
job, so from an Etsy store tothat crazy, scary jump that
every business owner knows whereyou're like?
Okay, I'm gonna do this.
When did that happen?
Arielle (14:46):
So that was in 2021.
And until this day, I stillhave my Etsy shop open.
There's still such a benefit ofbeing on Etsy where, like, your
name is out there and you can,people can find you there if
they don't know that you haveyour own shop.
So it's still open.
It's a very limited collectionof items in 2021.
I was like, okay, we're doingthis again.
(15:09):
I'm gonna try.
It's a huge risk.
I'm gonna buy the domain.
Nicole (15:12):
I'm gonna which is surprisingly cheap, though not
all domains are cheap, becausewe own how many domains, would
you say?
We own like 20, like so manydomains I was so.
Arielle (15:24):
Yeah.
Nicole (15:24):
Sometimes it's like a dollar and then sometimes it's
like $3,000, depending on thedomain.
Arielle (15:30):
Yeah, no, it was like I want to say it was like $14.
Nicole (15:34):
It's nothing crazy, it's like 14.
So like $14 a year, cause it'sa yearly thing.
Arielle (15:39):
Exactly and it was like , okay, I'm going to make this
investment.
I keep telling myself, theminute I stop enjoying what I'm
doing and don't feel passionateabout it, I'm going to stop.
And I always kind of had thatnarrative in the back of my head
and I just kind of pushedthrough it and I was like you
know what?
(15:59):
This is your life, you have onechance to live, and if this is
what brings you joy every day,then put all, put your, you know
, put your all into it.
So I finally, like, took therisk and, you know, hired
someone to help me set up theshop and cause I had no, I mean,
I didn't know.
Yeah, your background was insomething completely different.
(16:20):
Totally so.
With the help of just friendsand community and connections
through people, I was able tohave someone help me set it up.
And then it was like, okay,we're launching this, it's
happening, let's do it.
And then slowly I would tricklestuff off of Etsy and try and,
you know, push everyone to mysite.
But there's a whole process inthat it takes a while for people
(16:41):
to realize and just shoppingtrends like they're so used to
seeing me on Etsy, they don'tthink that there's another shop
and it's just.
It takes a while and you haveto grow it and nurture it and
there's always things you wantto update.
But it was like I'm ready forthis step.
I think it's time I want it tobe mine, I want the whole thing
to be mine and eventually,hopefully, we will say goodbye
(17:05):
to Etsy.
Nicole (17:07):
The reason?
I think it's the Etsy shop.
You know, you still say peoplewill find that is because they
spend so much on pushing their,their search results to the top.
So you know, if you type inJudaica or something, even still
it's the first thing becausethey pump so much into
advertising.
So that makes sense that youwould do that we.
We deal with the same kind ofthing with our tours, where
larger companies like Viator andGet your Guide spend so much on
(17:30):
money on their advertising thatwhen you type in Statue of
Liberty tour it comes up evenbefore the place to buy tickets
directly.
So that makes sense that theselarger online companies.
They kind of control the marketin some capacity and make it
hard for small businesses.
Arielle (17:45):
Yeah, so I mean as much as you know it's hard where
etsy takes a lot of the.
They have fees and um, I don'tknow.
I mean it's it's been, you know, great for my business, um, but
I won't miss it no, that makessense.
Nicole (18:04):
So buy directly from people.
If you're listening, don't youknow if you have the opportunity
to buy directly from a vendoror someone like me, a tour
company, we don't have to pay,sometimes, you know, an
exorbitant fee to these othercompanies.
So, support small businesses.
Yes, so your designs are supercolorful.
Is this something that youfollow in your own home decor
(18:25):
and in the fashion that you wear?
Arielle (18:28):
That is a fabulous question.
So I actually, of course, wearlike black.
I'm like, give me my blackleggings, wear my black jumpsuit
.
I just started like, okay, youknow what, I want to embrace it
and I want to wear like colors.
And but me, naturally Igravitate towards black.
(18:51):
I'm like that is my comfortzone.
But I don't know With mybusiness, it's kind of it's
always been color.
That is what has always feltgood to me, like just throwing
it all on the canvas and likehaving it all like combined, and
I don't know that to me is likehappiness for some reason it's
(19:11):
probably happier to paint withcolor in general as well yeah, I
mean, that's at least what I'venoticed, what I've found.
But it's funny because I don'tnecessarily dress with what like
, with how I paint, with how youpaint, yeah, yeah yeah, no,
that's fine.
Nicole (19:29):
I live in New York.
Black is kind of a staple.
I feel like if you're wearing abright color, it is kind of you
really stand out.
There was a whole, like youknow, I kept seeing Instagram
posts, after the Barbie moviecame out, of people dressing in
like Barbie core, becausesomeone wearing bright pink in
New York it was was kind of likeoh my gosh, this is, this is a
very different thing.
So I totally get the all black,especially like during the
(19:50):
winter.
I have like a black and whitecoat, so I just feel like that's
just my, my uniform during thewinter.
Arielle (19:55):
Yeah, yeah.
Nicole (19:57):
Where do you find inspiration?
In new designs?
You said you started out doinga lot of Hamsas and pomegranates
, but you know is.
Are you inspired by things thatyou see?
Are you inspired by things thatare happening in the news?
Arielle (20:09):
Well, I would say all of the above, but my original
inspiration was I was a youngmom and I was always looking for
fun.
Judaica, for my daughter's roomwas really where it started,
and I remember I would type inModa Ani prayer like fun,
colorful, and like it did notexist.
Cause I was like we say ModaAni every morning, the Shema
(20:32):
every night, and I just wantedsomething fun like in her room
and it did not exist.
And I was like, well then I'mgoing to make it.
So I made it and I mean it'sfunny because the Moda Ani
prayer that I have in my girl'srooms I haven't even sold like
that to me was like my one of myfirst pieces where I was like
(20:54):
so, like that's what I wanted,and I mean I think one day I
will put it up and share it.
Nicole (21:01):
And it's very personal.
Arielle (21:03):
Yeah, it was a very personal thing, um, at least for
me.
Um, in the beginning.
Um, but yeah, I was alwayslooking for like modern and fun
and colorful Judaica and it justit didn't exist, and that was
kind of how the business evolved.
It was like, wait, if I'mlooking for this, there's got to
be other people that are alsolooking for this.
Nicole (21:26):
Why do you think that there is such a need for modern
Judaica?
Do you think it's becausethere's people who, you know,
don't want the traditionalthings?
You know what do you think?
Why do you think there's a realneed for modern design within
Judaica?
Arielle (21:42):
So, personally, I think there's so many amazing things
about being Jewish and everybodydoes it differently.
Nicole (21:51):
Which is one of the things.
I love about being Jewish, isthat you?
Know there's not you get youknow 200 Jews.
There's 400 ways to be Jewishwithin that 200 people.
Arielle (22:00):
I think a lot of the stuff that we, that was out
there, that we saw, was kind ofjust generic.
It was like cut and paste blue,white, like Shabbat, and it was
like simple and it didn'tnecessarily like speak to the
younger generation and it's justthe way that Judaism has
(22:21):
evolved over the years.
It's just been we want to beproud.
We want to like show how much welove to be Jewish and I think
making items that are colorfuland fun and you know, the kids
see that it's happy and there'sjust a happy way to bring it
into your everyday life.
And I think that it was justlacking.
(22:43):
I don't know why, but it wasjust.
I felt like it was very justdry and there was not that
excitement piece.
Nicole (22:51):
Yeah, I think that it's making its way slowly into
things.
The way I originally foundfound out about you, which is I
said in our initial call, is, mysister is much more of, has a
more modern aesthetic and she'sgetting something from you for
Hanukkah.
This is going to air afterHanukkah, so she she will
already know, um, she, that'svery much her aesthetic and I
feel like you know she looks forthings like that.
(23:12):
So there, I've seen, you know,some jewelry, jewelry brands,
especially they're.
They're much more modern, but Ithink with housewares it's
still, like you said, a lot moretraditional.
Arielle (23:21):
Yeah, I mean that's been my experience and I think
just getting, like you know,feedback I mean this is going to
be my next year, will be mysixth year doing this and you
know, every year I learn andgrow and my customers and the
feedback that I get fromeverybody, I think, is just like
it means the world, because Idon't know what I don't know.
(23:43):
And until people come out andsay, you know, oh, I've been
looking for something like this,or do you make something you
know that I can put on my tableor like for my jewelry, like
stuff that like I don't know,that it's through evolving.
Nicole (23:57):
How do you get that feedback from them?
Is it through you know emailsor through social media?
Arielle (24:03):
A lot of social media.
I mean, I have to say it's alove-hate relationship, but
social media has been a gamechanger for me and my business
the instant communication, theconnections and just feeling
like you can just kind of beyourself and be open because
(24:24):
you're behind the screen.
So I guess people are more youknow, willing to share.
But social media has reallybeen one of the number one
driving forces for my feedback.
Nicole (24:35):
And you're very responsive on social media.
There's people I've reached outto that I feel like, for
various reasons, I never hearback from them, but even last
night I sent you a message andyou were like right on it.
Do you feel like that's afull-time job, being so
responsive on social media?
Arielle (24:50):
So it's funny that you say that, because in my head if
I don't respond respond then Iwill forget.
Anyone who knows me knows thatI cannot remember anything.
So if I don't do it in thatmoment it is lost in La La Land.
So I kind of am like I want torespond, so if I don't respond
(25:10):
in that moment then I'm going toforget.
So I try to be responsive and Iknow like when I was on the
other end I'm like I loved itwhen people wrote me back.
Like you know, it takes couragesometimes to even like write
some people and when they writeyou back you feel good about it
and you feel?
like oh, there's a person on theother side of the brand and
it's not just this huge likecompany where you can't talk to
(25:32):
the owner.
Nicole (25:33):
Like I don't know.
Arielle (25:34):
I mean not that you can do that anywhere, but I just
that's.
That's the kind of business Iwant to run.
I want it to be personal.
I want it to feel like theyknow who they're buying their
stuff from and my story, and Idon't want it to be just a brand
name, like I want you to knowwho I am and how this evolved.
Nicole (25:53):
So walk me through the process of creating a new item,
from idea to posting it on yourwebsite.
Arielle (26:02):
Okay.
So the way that it works is, Iget an idea of what I want like
the end product to be like.
For instance, with the Sederplates that I did last year,
they were brand new.
Last year I was like I wouldlove to do a Seder plate that
has some sort of Passover design.
But there was the first onethat I did.
(26:25):
It was called the Perfect Sederand, like each section of my
painting, I would draw the itemthat it resembles on the Seder
plate.
So in my mind I was like, ok,this is what I want the final
product to look like.
So now I'm going to start topaint it.
So I would go into the studioand start painting and from that
(26:46):
point, once I was happy with itand felt like, oh, I can see
this as the final.
Like it's always hard as anartist.
Like, when are you done thepainting?
I think that's something also.
Like I very rarely come back toa painting.
It's usually in like onesitting where I'm like, okay,
I'm in the moment and I likewhen the colors are wet still
and it can play with them alltogether.
But very rarely do I go back.
(27:09):
Like, if I stop, then eitherthe inspiration's gone or I
don't know.
It just doesn't feel cohesive.
I don't know how to explain it.
But so from that moment I thenI have a printer that I work
with who takes very, veryprofessional photos of my
artwork, and then I have thefile and can print it on
(27:33):
different items, and so I wouldprint it on, for instance, for
the Seder plates.
I did the glass tray and hadlittle heart bowls for each
section to put the items on theSeder plate.
So that's kind of how it starts.
It's an idea that I have ofwhat I want the final to look
like, and then I start thecreative process and start
painting from there.
Nicole (27:53):
What are some of your favorite items to sell some.
What are some of your favoriteitems to sell.
Arielle (27:58):
My favorite items, I have to say, are my drip trays.
That started totally by accident.
It was, I would say, when I wasI don't even know how young I
was, but I remember my mom wouldalways have like this small
little plastic trivet underneathher Shabbat candles and I was
(28:20):
always thinking like why is itplastic?
One and two, like she always.
It was like I don't know likemise en place, like she always
put like the candlesticks onthis little trivet and I was
always like that's so smart,like I want like something, but
I want something fun, like whenI am older and have kids and and
I'll be lighting the Shabbatcandles.
So it really started with likeokay, I'm going to make a small
(28:41):
little glass tray and see whathappens, and till this day, like
that is my favorite item tomake because it's small and you
can really use it for anything,whether it's like to put
something hot on it or for thecandles for Shabbat.
Um, but it's just something wealways use and it it just it's
something small and simple andbut it still brings your table
(29:01):
to life and it makes it feelspecial.
Nicole (29:04):
And it's important for things not only like Shabbat but
also Hanukkah, because, as Iposted on my Instagram a couple
days ago, I'm using tin foil,which is not as pretty as a drip
tray, but I'm going to have toget one so that we have
something pretty to put the themenorahs on.
I have three menorahs right now.
We just I'm sure by next yearwe'll probably have more.
(29:24):
I feel like having a lot ofmenorahs right now is just a
blatant act of resistance andputting them in the window is
super important, I agree.
Arielle (29:33):
So buy a drip tray buy a drip tray.
Nicole (29:35):
Where do you paint?
So you said in the studio?
Arielle (29:37):
That's a great question .
Do you paint in your house, doyou?
Nicole (29:39):
paint in an actual art studio.
Arielle (29:41):
No.
So we transformed our garageinto an art studio.
So for right now, my studio isin my garage, but it works, so I
don't have to worry about whenthe paint flies everywhere and I
can be in my element and notfeel like, oh, it's going to get
on the carpet, or, and myelement and not feel like, oh,
it's going to get on the carpet,or you know, I'm in for for a
while I was in my daughter'splayroom, Like when we were in
(30:02):
DC.
It was like the playroom, thekitchen, the living room, and it
was like my table and the floorwas covered in paint and that
was never good for anyone.
Um, so I'm able to be myselfand be.
I can paint freely and not feellike, oh, I need to be careful
about this, and that I mean oneday, sure, I would love my own
studio, but at this point it'sworking and I'm happy in my
(30:25):
space.
Nicole (30:27):
I can imagine having a cohesive and welcoming space is
important for an artist.
You know if you're in thisplace that's got really like
negative energy.
I feel like that would probablyaffect your painting.
We want none of the negativeenergy.
Arielle (30:38):
Yes, really like negative energy.
I feel like that would probablyaffect your painting.
None of the negative energy,yes, no negative energy.
You want all the happy you know, positive vibes and feel good.
Nicole (30:46):
What are some of the challenges you find in being a
business owner and also a motherat the same time?
Arielle (30:53):
Ah, great one.
I think that is the milliondollar question, because being a
mom entrepreneur is very hard.
It's very rewarding, but it isvery hard because my time is
from drop off to pick up, so myworking hours are when I'm home,
(31:15):
After I drop off the girls atschool.
It's like, okay, I have sevenhours to do what I want to do,
and then I got to go pick themup and then I'm on.
You know, I want to be presentfor my children and it's very
hard because when you set outexpectations like how long an
order is going to take, or youknow, there is no shipping
(31:37):
department, there is no packingdepartment.
Like it's all you that is all meand I think I'm going to
finally have to get help in 2024.
I know I don't even know whyI'm saying it out loud, but it's
like it's scary.
Nicole (31:51):
Bring someone in, because I know.
I'm such a control freak and myhusband and father are also
telling me they're alwaystelling me that I have to kind
of seed responsibilities but I'mlike no, because no one else
can do it the way that I'll doit.
It's scary.
Arielle (32:05):
It is very scary and I mean, I think I've realized, you
know, as we're just coming offof the Hanukkah rush, I feel
like my time is most valuableand like I want to be able to be
present with my kids.
I want to be able to, you know,be the mom I want to be and
still run a really successfulbusiness.
But I have realized I cannot doit all myself and I think that
(32:29):
is such a huge mountain to climbbecause you don't want to give
a piece up, like you said.
Are they going to tie the bowsLike I do it?
Is the sticker going to bestraight?
Is the note going to be genuineor is it just like thank you,
you know, I want it to feelgenuine and from myself, and you
know, everything that I makeand create is a reflection of me
(32:51):
and my brand, and it's it'shard to give that up, um, but
it's also a necessity to grow.
I mean, you can't stay in thesame place that you were last
year if you want to grow and besomething more next year.
Nicole (33:05):
I love that you brought up being present, because I find
that this is something that Istruggle with a lot, because a
lot of what I do is kind of likeoperational stuff on the
computer.
So it's super easy to be justsitting there with my daughter
and be on the computer whileshe's like come play with me.
So it's really hard to findthat balance between trying to
get your work done and beingpresent, because she's only in
(33:26):
school three days a week from8.45 to 12.
So I have less than seven hoursa day to get what I need done
done, and I'm also giving toursas well.
So it can be super difficultand I think a lot of working
parents feel that way.
Even if they do have help andthey work outside the home and
have, you know, a nanny or ababysitter or a relative
watching their kids, sometimesit's still hard to be present
(33:47):
when you get home because you'reexhausted.
Arielle (33:50):
A hundred percent.
There is no, you know, coveringthat up.
That is the reality.
I think we can only do the bestthat we can do, and that's I
mean.
What else can you do?
I think you know we're allgoing to be exhausted at the end
of the day.
It's just prioritizing, youknow what is the most important
thing.
(34:10):
Or even if there's like onething that I need to get done,
just do that one thing.
Nicole (34:15):
Yeah, sometimes I can do one thing on my to-do list and
I feel like, okay, I'm done forthe day, which can be a bit
ridiculous, but especially ifit's something you've been
putting off, like you knowcalling you know somebody about,
like state taxes or somethingwhich you know I have to deal
with sometimes.
Arielle (34:30):
It takes like 12 seconds and it's like on the
list forever.
Nicole (34:33):
I know I feel like that's not just me, though,
because I've seen memes aboutthis for people that are not
even relating to business stuff.
They're just like.
I waited three months to dosomething that took 10 minutes
and I learned.
I learned no lesson.
So at least it's not just me,we'll do it again.
Arielle (34:47):
No, you're not alone, I am right there.
I mean people you know who knowme, know that I am not the most
.
What should we say Organizedhuman being?
Um, I just I'm all over theplace.
What should we say Organizedhuman being?
I just I'm all over the place.
But I feel like you know, it'smy creative juices.
Nicole (35:04):
It's just.
That's just how I am Organizedchaos.
Maybe it makes sense in yourbrain.
Arielle (35:08):
Yeah, I know where everything is in my brain, but I
know we don't all have you knowthat as a strength.
But we focus on what we do haveand you know, if I'm able to
still get some stuff done, thenit's a win for the day.
Nicole (35:21):
So kind of transitioning .
I know you have a set ofgrandparents that were Holocaust
survivors.
Did you grow up hearing storiesfrom them about the Shoah?
Is this something that hasshaped you as a Jew?
Something I'm super interestedin in general is generational
trauma and I think that you knowespecially grandchildren or
children of Holocaust survivorspossibly carry this with them.
Arielle (35:45):
I mean that is more relevant than anything else
right now I feel like I just gotthe chills.
But yeah, I mean mygrandparents were both Holocaust
survivors on my mom's side andwe grew up knowing that it
wasn't until so.
(36:07):
I lived in DC for 10 years andin my heart I was like I must go
to the museum like at somepoint, and my grandmother was in
the Shoah videos.
So I was like I need to gowatch these videos and I
remember when they came to ourhouse and we're videotaping her.
Nicole (36:25):
Was this for the Steven Spielberg the Shoa Foundation
through USC?
Yes, yes.
Arielle (36:30):
So I remember when they came to my grandma's house and
we were all there and my mom andmy sister and my dad and and my
aunts and uncles, uncles, andwe're like sitting there while
they're recording her story, butI never, like, was there when
they did her story.
It was just we were present,like at the end, or, you know,
this is where we are now and Iwent to the museum and I sat
(36:52):
down and for three hours I criedand finally had the courage to
hear her story and to hear whatshe went through and it was
unbelievable.
I mean there, there's just nowords.
I've told everyone, you know,if you have the chance to do it,
(37:13):
do it because you knowknowledge is power and you don't
know, we don't know everything,but hearing the words from
first, you know firsthandexperience, and what they went
through was like there's just nowords.
So absolutely it has, you know,affected my life.
I mean, you know, in manypositive ways, because we're so
(37:35):
proud.
You know, till this day, youknow, I, I always, you know,
wear my Jewish star necklace andyou know, most people know, so
proud, you know, till this day,you know, I always, you know,
wear my Jewish star necklace.
And you know most people know,like you know, I'm very active
in the Jewish community and Ithink a lot of that has come
from my upbringing.
And you know as much, as wegrew up knowing that my
(37:56):
grandparents were in theHolocaust, it never made us feel
less about ourselves.
It was always like, well, thisis who we are and we're proud of
it.
And we wanted to spread lighton who we are and for other
people to see that like we'renot going anywhere, yeah, and
but I do think you know I alwaysthink about it, like thinking
about the thing.
(38:17):
Oh well, you know there'scertain things that we did in
life growing up that maybe youknow were a reflection of that.
I think small things like, oh,like don't forget to take, you
know, the sugar packets, or likethere was always certain things
like at restaurants where, likewe grew up doing because it was
like second nature, because itwas like you never know when
(38:37):
your next meal is going to be,or you know always, you know,
save the piece of bread, don'tthrow the food away, like it was
.
That was like ingrained in our,in my head at least, and I mean
it's just unbelievable that weare honestly, it feels like
we're living out the Holocaustin real time right now.
It's kind of crazy.
Crazy Like.
(38:58):
Never in my lifetime have Ifelt this way.
Nicole (39:02):
It's it's a scary time to be Jewish, kind of.
Going back to what you'resaying, it's interesting that
you bring up sugar because Idon't have any relatives who
were personally in the Holocaust.
I have like very distantrelatives I've really recently
found out because I have a veryuncommon maiden name but they
lived through the GreatDepression, so very similar.
I know.
When my great grandmother diedthey found bags of rock hard
(39:25):
sugar in closets newspapers.
My dad's mom would literallysteal things from restaurants,
you know.
So it's interesting that youknow that's something that they
never really got over.
Were your, was your grandmotherin a camp or what was her story
?
Arielle (39:42):
So my grandmother was in Auschwitz and her parents
were taken to the gas chamberslike immediately, and her and
her two sisters survived.
And I just remember the wordthat I keep playing in my head
from those videos that I watchedwas she kept saying we had hope
, like we never gave up hope.
(40:03):
And I'm just like how in theworld are you able to have hope
when you're in this horrificexperience?
Your parents are taken from you, you're 14 and they're getting
burnt.
I mean it's just like.
And she just said, we nevergave up hope.
And I was like, oh my gosh,like that is so powerful and I
(40:31):
just I think about that all thetime.
And I think, you know, if mygrandmother were alive today and
you know she saw what I wasdoing and I think about her all
the time and you know I thinkshe would be so happy and proud
that you know I'm out theresaying hi.
I'm Jewish and I want to makeJudaica fun, and I want to, you
know, want people to not bescared to, to be proud of it.
Nicole (40:56):
I think she'd be proud of you.
Arielle (40:57):
I think so, I hope so.
Nicole (40:59):
Have you.
My husband and I, five yearsago, took a trip to Central
Europe and actually visitedAuschwitz.
Is this something that youwould want to do someday?
I have done it.
Arielle (41:10):
You have done it.
No, I have done it.
So in high school.
So I went to a Jewish dayschool and our senior class trip
was going to Poland and then toIsrael and we went to Auschwitz
and we saw her barrack that shewas in and it was like it's a
moment in time I will neverforget.
Nicole (41:32):
It's really hard to describe the feeling of being
there unless you've been there,because one thing I really found
surprising was how peaceful itfelt in some capacity.
Arielle (41:42):
I don't even.
Oh my gosh, it just seemed verylike history stood still.
Nicole (41:48):
Yeah, it's just very.
Yeah, it's hard to explain.
Arielle (41:53):
It is very hard to explain.
Nicole (41:54):
I think it's something super important that if you find
yourself in Poland, not thatmany people do Well Poland.
I love Poland in general.
I think it's something superimportant that if you find
yourself in Poland, you know notthat many people do Well Poland
.
I love Poland in general.
I think it's beautiful and Ithink Krakow is amazing.
But I'm always encouragingpeople to consider that and I'm
very big on Holocaust education.
I'm going back to school andhopefully going to be pursuing
an advanced degree in thatbecause of what's going on right
(42:17):
now, because I think that youknow, as we're losing survivors
who were actually in camps,there aren't many of them left.
It's very hard to be connectedto that and you know there's
always been Holocaust deniers.
But as time goes on, I thinkyou know you get more distance
from things.
You're doomed to kind of repeatyourself and I that's scary.
Arielle (42:39):
It's very scary.
Um, I would highly recommendanyone to go.
It is like, or visit aHolocaust museum If you're not
you can't go to Europe.
Nicole (42:47):
Most major cities have Holocaust museums.
We have one here in New York,there's the museum of tolerance
in Los Angeles.
Go to DC to go to the, to thenational one there.
It's important, it's veryimportant.
Arielle (42:57):
I think I mean when you're ready.
I think you should go Like whenI I mean, we lived in DC for 10
years and I think I went likethe last year we lived there.
You just need to go when itfeels right for you, don't feel
pressured and just kind of go onyour own terms, and I think you
know it's so important.
Nicole (43:18):
Yeah.
Arielle (43:19):
Even though it's hard, but it is hard.
Nicole (43:20):
But you know, sometimes important things are hard.
Yeah, you know, or even youknow, or even, like I just got
this is gonna sound strange, Ijust got the 30th anniversary
edition of Schindler's List forHanukkah, because they have all
these extra features.
Watch a movie, you know, youstart steps.
I think a lot of people youknow I don't know if anybody
listening feels this way.
They don't.
(43:40):
They.
They know that there was aHolocaust, but they don't know
the details.
So so you can look into it,just do a little research and I
think it's.
It'll be very eyeopening topeople, no question.
So switching to something alittle bit happier.
I've seen videos of you makingchallah and holiday pastries on
Instagram.
Is this something that you doevery week or do you only make
(44:02):
challah for special occasions?
Arielle (44:04):
So I like, I love to bake challah.
First of all, I love to bake.
Nicole (44:10):
Good for you, because I feel like I'm the worst chef
baker in the entire world, soI'm always impressed by people
who can.
Arielle (44:17):
Yeah, no.
So cooking in general is not myjam.
Um, we leave that to my husband.
One day maybe I will try, but Ihave tried many times and have
not succeeded.
But baking I love.
I don't know if it's just thecreativity of it or you know, I
don't know what it is, but it'smore my speed.
(44:37):
And every Friday I like to havefresh challah, Like it was like
a dream.
I was like, oh, like, why not?
Like that would be so cool.
So once a month I, when I am notstressed and when you know I
don't need to be rushing to haveit ready for Shabbat, I just
(44:58):
pick a day of the month and Ibake like maybe five or six
challahs and I freeze them.
So then every Friday morning Itake it out of the freezer and I
put it on the stove, and notlike on, but just take it out to
defrost.
And then right before Shabbatwe stick it in the oven and then
(45:19):
it's hot and it's delicious.
And I'm not stressing out LikeI mean, there's so many times
where I've done it, where, likeI'll start the dough Friday
morning and I'm like I don'teven have everything ready, like
for Shabbat, and it's like,okay, we need to put the challah
in the oven, Like it's toostressful.
So, yes, it happens sometimes,but I like, I like to enjoy the
process and I also love doing itwith my girls and it's just,
(45:44):
it's special to me.
I really like the whole, likewhen they bake with me, like
they'll have like sprinkles andchocolate chips, and it's like a
whole fun, like activity, andthat, to me, is what it's all
about.
So, finding the happiness inthe everyday routine.
Nicole (46:02):
Where did you get your challah recipe?
Is it a family recipe?
Arielle (46:06):
So the recipe that I use now actually that I love is
from my Jewishly Liz onInstagram, from Atlanta.
Her recipe is vegan and I loveit.
It's just.
It comes out perfect everysingle time and it's easy and I
(46:27):
feel confident doing it and I'mnot worried about like the yeast
rise.
I don't know.
That's what I've been using thelast year and I don't plan on
changing that.
I mean, if it, if it ain't broke, don't fix it, especially when
it comes to food the recipe Ihad before um was a friend's
recipe and it was always good,but I never it.
Always it was.
Every time I did it it wasdifferent, like yeah, that's one
(46:48):
of the things that I don't likeabout cooking, is that?
Nicole (46:52):
there's this, there's this.
I make this jalapeno popperchicken, which I love.
It's like very uh, um, what isit?
Arielle (47:01):
spicy, well no it's.
Nicole (47:03):
It's low car.
It's what's looking for.
I can't, I'm, so I had coffee.
That's clearly wearing off.
It's low carb, because I waslooking for low carb recipes and
it's really good, but there'ssometimes it doesn't taste the
same, so I feel like that's.
One of the things I don't likeabout cooking is that it's
sometimes really hard to get itthe same.
But I guess baking is different.
I've heard people that are theyhate baking.
(47:23):
They're really good at cooking.
My husband's like that.
He makes his own recipes, isvery adventurous, but he doesn't
like baking as much, or peoplewho love to bake and they're
like I don't like to cookbecause they're totally
different.
Arielle (47:35):
Totally different.
That is exactly how we are inmy house.
Nicole (47:39):
So walk me through a typical Shabbat and what that
looks like at your house.
Arielle (47:45):
So every single Friday night we always put a tablecloth
out and we set the table withflowers and we get one of my
drip trays out and we put themunder the Shabbat candles.
I also use it as a challahboard.
So I also have a challah boardand we put the kiddush cups out
(48:09):
and we get the wine and thegrape juice and the challah
comes in the oven.
So it comes out warm and it'shandmade.
And it's the time where we justlike are together and we
usually turn off the lights andwe light the Shabbat candles and
you just feel the warmth ofShabbat and it's like the lights
(48:33):
just kind of embrace the roomand it's a really special moment
.
I mean, we say the bracha overthe candles, me and my two girls
, and then my husband does thewine and then my daughters
usually do the chala blessing,and that's the routine, I mean,
(48:53):
and that's, and then, you know,we put the lights back on and we
have dinner.
So we're very like.
I mean, we're not ShomerShabbos, but we feel that it's
important for our kids to see usdo this and we want them,
obviously, you know, to continuethe tradition if they.
You know, we never want it tofeel forced, but you know, we
would hope we would shine apositive light on welcoming the
(49:16):
Shabbat and having it present inour house.
Nicole (49:21):
This is something that we've started doing recently as
well, though sometimes we don'timmediately sit down to dinner,
because life is crazy.
But, I think it's important,especially with you know the
modern world, to just take amoment to take a breath and
appreciate the week.
And I've started going toFriday night services too as
just kind of even just by myself, as kind of a way to just kind
(49:43):
of like sit for an hour and justbe without my phone, without
worrying about my business,without a toddler.
So that's one of the thingsthat I really like that we've
started doing.
So if you're interested indoing this, you don't need to be
Shabbat observant, you don'tneed to not be on your phone for
the whole time.
Light some candles, drink alittle wine, have some carbs
(50:08):
there's nothing wrong with anyof that.
Yeah, though I don't make ourchallah my daughter gets.
They send it home from school.
It's in like a plastic bag.
Arielle (50:17):
It's still really good.
We get that also, but there'ssomething about the self-care
aspect of all this as well.
Like you said, even like if yougo to shul for an hour or you
find that quiet time, you don'thave to go to synagogue.
That quiet time you don't haveto go to synagogue.
(50:37):
I mean it's finding that breakfrom the week to the weekend and
just having that moment to justbe has really been why I do it.
I mean I look forward to itevery week where I'm like okay,
the week's great, like what wedo, also at when we finally are
sitting down for dinner.
We always do our highs and ourlows and I think it's important
(51:01):
to just have that connection andto talk and to be present, like
we said, and be off our phonesand not in front of the TV.
Nicole (51:10):
Cause we eat dinner in front of the TV a lot too.
Arielle (51:12):
I mean who does not?
Nicole (51:15):
If you don't, if you say you don't, you're lying, you're
lying, no, it's just natural.
Arielle (51:20):
But yeah, I think it's that time to just be together,
and even if it's for, like youknow, 15 minutes, like it works
for us and that's, you know,it's important.
Nicole (51:31):
I completely agree.
I completely agree.
How has becoming a motherchanged your relationship with
Judaism?
Because I know for me it'scompletely changed since I had
my daughter more observant afterbecoming a mother.
Arielle (52:02):
I don't know.
I mean, I think the fact thatwe had children is a miracle in
itself and I mean, when I wasfirst pregnant, I was like I
wouldn't even talk about it,like it was like I don't want to
talk about it, I don't want tojinx it, I don't know if it's
just, that's a very commonJewish thing, Like Jewish people
usually don't have baby showers.
Nicole (52:17):
They don't set up anything.
It's bad luck.
I mean, if you come from Idon't know about, I can't speak
about other types of Jews, butAshkenazi Jews are super
superstitious crib Like that'ssomething that my family does.
Arielle (52:29):
Yeah, I had a red bundle in my wedding dress.
Cause I remember like I didn'twant to wear this in pictures
and I was like, please tie a redstring.
I mean we grew up like mygrandma would always put little
red strings like in our dresses,like it was just again, like
(52:53):
even the cups, like you'resupposed to turn your cups
upside down.
Nicole (52:57):
There is, I'll do that.
Yeah, I do that, yep.
Arielle (53:02):
It's very funny.
I love that.
I know no one else.
I know when I met my husband.
Nicole (53:08):
He's like why do you do that?
It's like because of evilspirits, you don't want them
getting in the cups, which, in2023, sounds like a crazy thing
to say, and I'm like also, youdon't want like dust to get in
the cups.
So like there's a practicalreason.
Arielle (53:21):
It's so funny, but we turn the cups over because my
grandma used to say if you lostsomething, you would have to
turn three cups over, and thenyou would find it.
It wasn't even for the dust.
Oh, it was something else, itwas next level, but it works I
mean we love.
Nicole (53:39):
We love the grandmother ashkenazi superstitions that
they brought from the shtetl andwe're still doing it.
Arielle (53:45):
Yes, so here we are, um , but I would say no, no
question.
I think becoming a mom has, inthe most beautiful way, made me
appreciate being Jewish.
Nicole (53:58):
Are there specific traditions that you hope to pass
on to your daughters?
Arielle (54:04):
I hope that, if for nothing else, that they're proud
of who they are and never letanyone say you know that you
shouldn't be doing what you'redoing, or you know, do what
makes you feel good.
And you know I want to.
You know, pass down the Shabbattraditions and making challah,
(54:28):
and just the little joys, like Ilove, even the music.
I mean, I just think it's not,you don't need to be so
observant to feel connected.
It's whatever works best foryou.
And I think my only hope for mygirls is that they would feel
that way and not feel pressured,you know, to be a certain way
(54:50):
or to do something different ifthat's not what they truly
believe.
Nicole (54:55):
I think, one thing that I'm super pushing right now is
the idea of Jewish joy.
I feel like, in general, a lotof our holidays, a lot of our
shared trauma, is traumatic,it's negative, it's not happy.
You know, I've seen stuffonline joking to be like all of
our holidays are they tried tokill us?
They didn't.
Now we eat.
You know, which is a thing.
Arielle (55:13):
I've seen that meme.
Nicole (55:14):
Yes, but I feel like the idea of bringing Jewish joy,
especially right now and youknow it's difficult celebrating
Hanukkah Well, there's a lot ofpeople who are not able to do
that with their family becausethey're hostages right now is so
important.
But not even with what's goingon right now, just in general, I
think the idea of Jewish joy isso important.
Yeah, I, the idea of Jewish joyis so important, yeah.
Arielle (55:35):
I mean you hit the nail on the head.
I mean it's really like we want, we need that right now.
I feel like since October 7th Ihave not been the same and I
feel like there is so muchweight on our shoulders and
every day goes by and we're likehow are these people still
(55:59):
hostages?
Nicole (55:59):
I don't know about where you are, but because I'm in the
Upper West Side, there'sposters everywhere, so I feel
like I see these people everyday and I've now come to know
them in a way.
So it makes it very personal,which I think was the idea of
the poster project to begin with.
But I think that makes it thatmuch harder because it's just a
constant reminder that it'sstill happening.
Arielle (56:21):
I keep hoping that I'm going to wake up and like,
magically, they will all havebeen rescued.
I think about this every singleday.
I just, yeah, I mean Jewish joy.
Yeah that, what else can we do?
I mean, yeah, I mean Jewish joy, yeah that, what else can we do
(56:42):
?
I mean, it has brought ustogether in a way that I've
never felt, like I said, ever inmy life.
I mean, we are here and we arenot going anywhere, and we might
as well shine bright and behappy as much as we can shine
bright and be happy as much aswe can.
Nicole (57:00):
So this next section, they're short form questions
done in the style of the actor'sstudio, and I asked these same
questions of all my guests.
So the first question is whatis your favorite Yiddish word?
Arielle (57:11):
Oh gosh, I have to do it quick.
Nicole (57:15):
If you can't do a quick answer, you can.
You can do a longer answer.
Arielle (57:20):
My favorite Yiddish word is going to be let's think
I have like a whole Yiddishcollection.
This is the pressure's on Azoy,Okay, which is like I don't
know, like a lot or like what isit.
(57:41):
Now I'm going to have to lookit up, but it was like it was
like so much, like a zoe, likeyou had to do that so much.
Nicole (57:51):
Said, with the inflection up what is your
favorite Jewish holiday, sukkot.
If you were to have a batmitzvah today, what would the
theme be?
Arielle (58:02):
It would still be Ariel .
I thought about this and I waslike it's going to be my,
because my bat mitzvah wasmyself.
It was Ariel, it was just myname and I would do the same.
What?
Nicole (58:13):
were the centerpieces for that theme.
Arielle (58:19):
It was just me as a child.
I was.
It was my face, like on everytable.
My cake was like my face whenthey could like print.
Nicole (58:26):
Yes, yes, yes, yes.
Arielle (58:28):
I mean, do they still do that?
But, like I don't know, mytheme was my name, I don't know
I there wasn't like somethingthat, like, I loved.
Nicole (58:35):
Yeah.
So you were like I'm it's goingto make it, it's a day about
you, so you're going to be thetheme that makes sense, that
makes complete sense.
Total.
What profession other than you,your own, would you want to
attempt?
Arielle (58:49):
Um, great question.
I wish that.
Oh my gosh, I don't even know.
I wish that I was an organizedhuman being.
I wish that I was just able tobe a professional organizer.
No, I don't know.
I wish I had that strength andI do not.
Nicole (59:09):
I don't either.
So we are on the same page.
If heaven is real and God isthere to welcome you, what would
you like to hear them say?
Arielle (59:20):
You are.
My name is Ariel, which isLinus of God, and I could only
hope to live up to that name andto be a beacon of light and I
don't know.
Nicole (59:36):
You would hope that God would say that yeah.
Yeah, I don't know.
Yeah, so if someone is a newcustomer, do we have a discount
code or a special promo we couldshare with anybody listening
who's interested in yourproducts?
Arielle (59:52):
Sure, so for 10% off of anything on my site.
The code is you, just theletter.
You are the two, just to thetwo letters.
You are amazing 10.
Nicole (01:00:12):
What a happy discount code.
I know I try.
Arielle (01:00:17):
It's funny.
When I first started everything, I would sign everything with
you are amazing on the back withthe letters AZ in the word
amazing, like my signature.
So it was like you are amazing.
I don't know.
There was something about likespreading that joy that I always
wanted to do.
Nicole (01:00:35):
You can follow Arielle on Instagram I do.
She posts her products and youknow things like baking and
she's, like we said, veryresponsive, which is rare with
somebody who has as manyfollowers as she does.
Arielle (01:00:46):
Thank you, I try, we're all just doing our best.
We're doing our best.
We're all doing our best.
Nicole (01:00:51):
I'm trying to wake up in the morning, I'm like I'm just
doing my best, I get a t-shirt.
I would like that Maybe.
Maybe I'll start a companywhere I'm just selling you know,
t-shirts from moms that saythings like I'm just doing my
best, you're like I woke uptoday.
I need a gold star.
Arielle (01:01:09):
I would like five gold stars.
Cause I need another business,so thank you so much for joining
me.
It was lovely to talk to you.
Nicole (01:01:19):
Well, thank you so much.
So this has been SheBrew in thecity and I'm Nicole Kelly.
© transcript Emily.
Arielle (01:01:42):
Beynon.
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