Barbara Sofer

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Barbara Sofer
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Award-winning writer and lecturer Barbara Sofer grew up in a small town in Connecticut, and moved to Israel in 1971. She is a graduate of the University of Pennsylvania and the Hebrew University in Jerusalem. Her articles -taking on a wide range of subjects from ethnic cooking to terrorism--have appeared in The New York Times, The Boston Globe, Parents, Readers' Digest, Woman's Day, Hadassah Magazine and Inside Magazine among many others. She writes a bi-weekly column for the Friday Jerusalem Post.

Barbara has written five books and contributed to several others


Jerusalem Post

The Human Spirit: Home Delivery  

By Barbara Sofer

Imagine an app where you can get a manicure or have your hair styled at your home with the ease of ordering a pizza.

Multi-tasking Israeli women, with the largest families in the developed world, know that personal beauty services are the first to go when it comes to their personal time-management. Finding the hour to park, wait and sit still for a manicure is a logistic challenge.

The time-crunched woman is the niche market that Maya Gura is building her booming business around. But her business, Missbeez home beauty services, is more than a personal success for the working mother. It provides skilled employment for more than 500 Israeli women who otherwise would be having a hard time making ends meet. Since she opened shop in Tel Aviv 2015, they have provided home delivery of beauty services to some 60,000 women.

Take one of her employees, whom I'll call Tatiana. After the army, she studied to be a beautician, and simply couldn't survive on the NIS 5,000 salary of an assistant in a beauty parlor. But since signing on with Missbeez, she's earning twice that amount, doing hair and nails at the homes of clients. She says she could never have built this client base by herself, but is quick to answer orders that come in constantly on the user-friendly app.

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