My story

Netanya

I grew up in Netanya, Israel, in a challenging home environment. It wasn't a place where anyone handed me a plan, so early on I learned that if I wanted something different, I would have to build it myself.

Starting at 17 on eBay

At 17 I opened my first online store on eBay. I knew very little, learned by doing, and made plenty of mistakes. Then my stores got blocked. Losing them was hard — but it forced me to understand platform rules, account health and why trust matters more than any single sale. I rebuilt, this time more carefully.

Moving to Etsy

Later I moved to Etsy and spent months studying how the marketplace actually works: how buyers search, how listings are presented, what the seller policies require, and what makes a shop feel reliable. Out of that work I developed my own way of working on Etsy, which I call the ED method — a structured approach to research, building and running a shop.

Momentum Apex and Emperium

I co-founded Momentum Apex, a company that builds and manages Etsy stores for clients. Later I founded Emperium, focused on personal branding — helping people present who they are and what they do clearly and honestly online.

Content

I create content on TikTok, Instagram and YouTube about entrepreneurship and mindset. I write longer pieces here in the insights section. You can also see where I've been featured or get in touch.