It all started 10 years ago. Our move to Israel opened up new doors inside of me as an artist. An inner relaxation of the soul that allowed me to combine my Jewish identity with my artistic one. It allowed me to raise my spiritual awareness through my art — and it keeps doing so every day since.
I don’t think any of the work that I am about to introduce to you here, would have been created without this crucial step of leaving Europe and moving to Israel. This is true for my artistic as well as my design work – they go hand in hand in most cases.
I am a visual artist. I am a graphic designer. I am a modern-orthodox Jew. I am a mother and a wife.
All these parts of myself got fused in what I call »The Hidur Line«, and my design company »Hidur Design Works.«
More info: hidur-design-works.com
What is Hidur, you may ask?
The Hebrew word »hidur« means compiled. In Judaism, it is known as part of a concept called »Hidur Mitzvah« — the beautification of a mitzvah (a religious deed) for the greater glory of God. »Hidur Mitzvah« is the extra mile we go for making it better, for making it more beautiful, for making it more elevated.
I wish to bring a more refined sense of aesthetics to the daily Jewish routine. At some point, I realized that most of the design I see in the Jewish spiritual-religious sector (in particular here in Israel), was either a little bit of all the same, somewhat boringly old-fashioned at times, poorly designed or cheaply produced at other times.
So, the search was on for integrating art and beauty into daily Judaism in new innovative ways. I wasn’t interested in repeating what everybody else is doing: designing yet another Mezuza (blessings for the doorpost of Jewish home), or yet another Chanukkia (candelabra for the Jewish festival of lights), or another Ketuba (layout of a Jewish marriage contract). There are a lot of beautiful designs out there already – and I do not feel the urgent need to add to this collection.
And that’s where my creativity started to meet a challenge: Because introducing new ideas and concepts to an existing routine takes endurance, confidence, quality and the will to lead people along a new path … and it still does until today.
But as a trained artist, I am convinced of the humanistic value of art, and its contribution to make us better human beings.
Our need for beauty as human beings connects us to this world in its most fundamental concepts. Therefore our actions, our acquiring of knowledge and wisdom should ideally be »enveloped in the awareness of poetry and beauty in our creative being«, as the great Rabbi Kook once said.
In this spirit, a line of various concepts has been created. The ideas are a collective result from my personal experiences, leading the life of a modern-orthodox Jew. They're reaching from product/packaging design to print design to wall art and textile design. All of them are united by the idea of infusing our daily routine with a bit more joy, color and beauty. And all of them use art as their vehicle.
So, let me introduce a few of the products here. I would like to start with:
Little Jewish Prayer Box® | Your Tefila Building Blocks
What makes this box different than all other boxes?
The Little Jewish Prayer Box combines holiness with art and aesthetics. It raises our awareness of »kedusha« (holiness) in the upper world by manifesting it through beauty in the lower world.
The box is a little treasure chest of the finest quality, with silver foil embossing, 5 color print and a lamination finish for lasting protection. It contains all the prayers needed for the Jewish holiday celebrations at home. A collection of comprehensively themed folders and small sized books, artistically designed, all combined in an elegant slip lid collectors box. It is designed to elevate the holiness of the day through beauty, elegance and aesthetics.
To produce and offer high quality items is a very important part of my design work. We buy special clothes or silverware in honor of the holiday – and we should extend this care and attention to all other fields as well. It will make a difference in our experience and in fine-tuning our perception and senses.
Naturally, the quality of the content of the box is not any less important than its cover. The folders are all printed on a heavy art print paper with a matt lamination finish that makes just touching them a sensual experience. The first edition is called the "Art Edition", designed with abstract pastels and watercolor works. A second edition, "The Seven Species", is already in the making. The joy of collecting and combining different designs and ideas is part of the pleasure to use this item as well.
The folders are ordered thematically and by the different Jewish traditions; some in transliteration (for people who have difficulties reading Hebrew); some in Hebrew-English editions. More holidays are still being added step by step.
The box can be customized according to everybody's needs and likings. It also gives space for small sized prayer books or Shabbat candles.
Art is a different form of prayer.
For more information please visit our website at www.hidur-design-works.com