Only two years old and I've already learned a thing or two...

1. To be connected to my heart

It sounds a bit cliché, yet I chose to give this sentence the first place. Our lives are so full of noise and interest that it's easy to get lost in all the abundance around us. Nevertheless, it's important for me, amidst all this busyness, to find my unique design language, my path in the world of design and in general.

2. To remember the good people I met along the way

Throughout my journey of establishing AV and until today, I have met many good people who believed in me, people who advised, people who encouraged, people who connected me with other good people. Good people in the middle of the road, to whom I owe a lot.

Of course, there were also people who were less so… they taught me life lessons that toughened me, shaped me, and made me who I am today. But wait, I'm more in favor of the good people...

3. To learn from mistakes and not be afraid to make them

As a child for whom studies were always a great challenge, with many mistakes along the way, I learned that making mistakes is a significant and necessary part of continuing to do. It's not fun to make mistakes, it's not easy to take responsibility for myself. On the other hand, a mistake is part of success. A mistake is important for staying alert.

4. To look inward

A bit metaphorical... There isn't a night when I don't lie in bed and look inward, asking myself how I was today?

A way to summarize everything that happened and where I can improve, correct, and be better.

In another aspect, in every product I plan and design, I look inward, at its foundation. I breathe it, research it, and examine it to see if it will still be popular after a period of time.

5. To keep dreaming

Or in other words, my next step. My dreams come to me in my waking hours. I write them down, talk about them, not to mention shout them out. Because I believe that our aspirations/dreams should be spoken aloud, especially when their goal is good for everyone.

It happened that I was asked: "Aren't you afraid that people will copy you?" My answer was that if a person chooses to copy me, good for them. My mind cannot be copied. Besides, to make big changes in the world, cooperation is needed, so the more people know our dreams, the more likely it is to realize them together.

6. To go out into the space and open all senses.

I admit that I don't apply this sentence enough, which is a shame. Amidst all the busyness, I wish myself to find time to go out into new spaces, to go see more exhibitions, and discover inspiring places. On the other hand, inspiration is everywhere. As a mother who is very close to her daughters, it's hard for me to distance myself, yet I sometimes find ways to go out into the space.

7. To grow in small steps

People ask me how I started the business? I'll start from the beginning: even before my academic studies, I wrote why I wanted to study industrial design. Throughout my degree, I wrote about the moment after my studies and continued to write even during the transition to motherhood.

I started small at home. I did everything myself, with my father's help in production and processes. My husband helped me with countless things, but most importantly, he believed in me. I would put my daughters to sleep and start working until the early hours of the morning. This went on for three years. The day my daughter started polishing candle holders instead of playing with her toys and the whole house looked like a factory, I realized there was no choice and dared to take the most important step - to get a place. I rented a building in the moshav and we created a studio with my own ten fingers and those of my rare family. That's how I slowly grew.

And I still trudge around to shops, meetings, and lectures today. There are no shortcuts.

8. To research

Every product I want to design, I research. I research its DNA. What it truly needs to be complete and correct, in my opinion. I try to find my innovation in it. I "dig" deep, wide, and diagonally. I look for added value,

I seek to expand my knowledge about it and, most importantly, to understand what I don't know about it.

9. To stay grounded.

I will always remember who I am, where I came from, and where I am going.

10. To let go

One word that says a lot. To let go, or rather, to let go of the difficulties I experienced throughout elementary and high school, as a child with learning difficulties. To let go of people who don't do me good, to let them go in peace and acceptance.

To let go of products that didn't meet expectations, that also happens sometimes. For me, it's the most natural thing to happen, because if there was a sure recipe for how to design a sought-after product, we would all rush to adopt that recipe.

11. To believe in myself

Basically, I believe in myself. Because it doesn't work otherwise. Nevertheless, every day I check myself to see if there is justification for what I am doing, what is right to do, and what my path is.

12. To start every day with a smile

Each of us carries a burden on our backs - traumas, difficulties, and fears... The question is what do we choose to do with them? I choose to smile. There were times when I literally forced myself to smile. Not from an insincere place, but because I didn't want to succumb to sadness. Sadness always exists and will come on its own, but my smile depends only on me and the way I choose to live. A day that starts with a smile from the small things in our lives can only do good.

13. To love myself

With all that implies.

14. To surround AV with good people

As a business owner, I have a responsibility to ensure that everyone at AV feels at home, receives the embrace of the entire team, feels a sense of belonging, feels part of the business. That there is an atmosphere of family, of togetherness.

So that we always move forward and grow, I wish that AV will always be surrounded by good people. From loyal employees, through businesses that believe in our products. And that we will be blessed with collaborations that will allow Israeli design to exist here.

One last and most important thing - my private family. Thank you for believing in my path, thank you for the love, help, privilege, and support. You are my reason to smile every day, you are my light and the strength for my work.

Photos: Or Kaplan and Aviv Kurt