I’ve spent the past twenty years building, leading, selling, marketing, creating, and figuring things out.

I’ve led teams of 30+ people, opened and managed multiple retail locations across the United States, built marketing campaigns, worked in talent representation, created content and brand photography, owned and operated businesses, and worked in sales and marketing with companies around the world. I was even recognized by MAC Cosmetics’ Global Brand President for top sales performance.

I’ve worn a lot of hats: salesperson, manager, business owner, marketer, team leader, and problem solver.

But over the years, I’ve come to understand that business is about much more than strategy, sales, or making money.

Business has a way of transforming us.

It challenges how we think. It tests our confidence. It forces us to make decisions when we don't have all the answers. It brings our strengths—and our fears—to the surface.

None of that is accidental.

My foundation is emunah and bitachon: the belief that everything that comes our way is from Hashem, and that even the challenges have purpose. That doesn't mean we sit back and wait. It means we take responsibility for our part, do the work in front of us, make the best decisions we can, and trust that the outcome is ultimately not in our hands.

For me, building a business is one of the vehicles through which shefa can enter our lives. But the business is not the destination.

The goal is to build something that creates value, provides for our families, develops us as people, and—most importantly—serves others.

That is why I created Lavi'ah.

I work with business owners who are often too close to their own business to see it clearly. They may have a good product, a valuable service, years of experience, or a vision they deeply believe in—but something isn't connecting.

Sometimes it's the messaging.
Sometimes it's the way they're showing up.
Sometimes it's the sales process.
Sometimes they're trying to do too much.
And sometimes, they simply need someone outside the business to help them see what they've stopped seeing.

You are the expert in your business.

I'm not here to tell you who to become or hand you a formula to follow.

I'm here to bring perspective, experience, questions, ideas, and an honest outside view—so you can step back, see your business more clearly, and move forward with greater confidence and clarity.

Because I believe that when we build our businesses with intention, they don't just change our bottom line.

They can change us fundamentally, too.