For many Olim, moving to Israel is about building a new life. For Rose Khan, Eli Gendelman and David Bensimhon, it also meant building businesses from the ground up.
The three entrepreneurs joined ynet Global ahead of Shuk Olim in Tel Aviv, Nefesh B’Nefesh’s annual marketplace celebrating immigrant-owned businesses, where they shared how their aliyah journeys inspired them to create brands that reflect their passions, values and connection to Israel.
Shuk Olim interview: Eli Gendelman, David Bensimhon, Rose Khan
Gendelman, who made Aliyah from Washington, D.C. in 2021, with the support of Nefesh B’Nefesh, in partnership with the Ministry of Aliyah and Integration, The Jewish Agency for Israel, Keren Kayemeth LeIsrael, and Jewish National Fund-USA, said her path into entrepreneurship grew naturally from her lifelong passion for art and design. After working in luxury art sales, she saw an opportunity to create accessible artwork that brings joy into people’s lives.
“When I came to Israel, it was my first time here. I never knew I was going to stay. I just felt a really strong sense of belonging,” she said. “Once I saw that market and started receiving feedback about the art I was making, I thought maybe I can build something of my own.” Today, her business, Pink Sink Art, creates colorful pieces inspired by everyday life and Israeli society.
For Khan, owner of Brooklyn Sisters, the decision came after nearly a decade in Israel and years spent working in marketing and high-tech.
“I realized I had been building other people’s brands and wanted to build my own,” she said. Together with her sister, she purchased an existing thrift store and began transforming it into Brooklyn Sisters, blending Brooklyn vintage culture with Tel Aviv energy. “I’ve always wanted to own a little shop, and we decided to go for it.”
The timing, however, was far from ideal. Khan and her sister signed the purchase agreement just days before the outbreak of the recent conflict with Iran.
“We signed, and two days later I’m opening the store with missile alerts going off and everything shutting down,” she recalled. “But we realized we had to open anyway. We became Israeli very quickly. We figured out how to work between sirens and keep moving forward.”
Bensimhon’s journey began when he arrived from London 14 years ago to volunteer for the IDF. After serving, building a family and working in high-tech, he launched PinPerfect, a company creating enamel pins inspired by Israel, Zionism and Jewish pride.
“At a time when showing support for Israel has become more difficult in many places, we wanted to create products people could wear proudly,” he said. The company’s designs include pins supporting hostages, commemorating national events and celebrating Israeli identity.
All three entrepreneurs pointed to the openness and support they found within Israel’s entrepreneurial community. Gendelman said she was surprised by how willing other business owners were to share advice, opportunities and encouragement.
“There’s no animosity, competition or ego,” she said. “People helped me figure out pricing, gave me opportunities to sell at markets and genuinely wanted me to succeed.”
The panelists also highlighted the role Nefesh B’Nefesh played in helping them navigate the challenges of entrepreneurship as immigrants. Khan described the organization as her first stop when researching how to start a business in Israel, while Bensimhon credited it with helping him build connections, customers and partnerships.
“Without them, I wouldn’t have a business today,” Khan said. “Everything from mentors to resources and guidance came through Nefesh B’Nefesh.”
Looking ahead, the entrepreneurs shared ambitions to continue growing while remaining deeply rooted in Israel. Bensimhon hopes PinPerfect will become a recognized local and international brand, while Khan plans to keep expanding Brooklyn Sisters and supporting fellow Olim entrepreneurs. Gendelman, meanwhile, sees creativity as an ongoing journey.
“I don’t know exactly what the next five years hold,” she said. “I’m constantly creating, testing new ideas and seeing what resonates. The things that stick are the things I’ll continue building.”
Their message to prospective Olim was simple: take the leap.
“If you’re thinking about making Aliyah, do it,” Khan said. “Don’t wait for everything to be perfect. You don’t need to have it all figured out. The community is here to help you succeed.”
- In cooperation with Nefesh B’Nefesh
First published: 11:35, 06.21.26