our why
To educate, engage and empower our next generations to join the conversation to change the narrative and stand up to Jewish hate.
co-founder mom
Karin zell
unapologetically believes she can do anything
Originally from Cape Town, South Africa, as a small child Karin and her family immigrated to Worcester, MA before they settled in a small historic village in Southern New England. Karin grew up as a unicorn where she could count the number of Jews in her high school class on one hand, none had ever met a South African. True to the sterotype, this South African Jew is a Zionist to her core. Her pride has a direct link to her Zeida who left Lithuania in the 1930s for Eretz Yisrael to help build our homeland. Together with her husband, she has raised her 2 teenage daughters with a love of life, worldliness, pride and an appreciation that it is our responsibility to support and protect Israel and our people. After retiring from a successful career developing process efficiency software for enterprise companies and the DoD, Karin has realized she is a terrible retiree. On a quest to find her next professional path to work along, October 7, rising antisemitism and the educational climate have lit the way.
co-founder influencer
Elaine Chaya
unapologetically Locked in to pop culture
As an Iranian Jew who took a career off the beaten path, Elaine Chaya has been in the influencing world for the past 11 years. She uses her Iranian Jewish heritage as a pillar in a lot of her messaging, reminding people to own their individuality despite societal pressures and to authentically BE YOU. Named as one of LA Weekly’s “Top LA Influencers” and featured on Who What Wear as “The One To Watch”, she has worked with some of the top brands including Nike, MACY’s, SweeTARTS, and Skechers and has been featured on KTLA, E! News, and FOX. As a leader in the mental health space, especially with teens, she created a viral campaign in 2018 called Woke Up This Way Challenge which encouraged people around the world to “bring realness back to social media”. Since October7th, she has used her platform to focus on positively representing Jews and Israel, and to inspire people now more than ever to unapologetically be proud to BE A JEW.
