"The Shalom Sweater Project is truly beshert! Four years ago, we traveled to Israel to celebrate our son Jake’s Bar Mitzvah. My mother insisted on purchasing his tallit, and she took us to a shop in the Old City of Jerusalem. In that shop, I was deeply inspired by the beautiful embroidered tallit bags. One particular blue velvet bag, featuring hand-embroidered chain stitch across the word “Shalom” in Hebrew letters, especially resonated with me. I thought, “Wow, this would make a really cool cashmere sweater.” A few seasons later, while looking through photos during the holidays, I came across a picture of my mom and my son in that store in Jerusalem. I remembered, “Wow, it’s time for the Shalom sweater! What a wonderful Chanukah gift this will be!” The sample arrived in my office on October 9th. However, we felt it was inappropriate to sell the sweater in light of the tragic massacre at a music festival in Israel just two days prior. 

A few months later, while scrolling through photos, I saw an image that my husband Scott, a fashion photographer, had captured of the Shalom sweater. That photo resonated with me, so I posted it on social media with the caption, “Minnie Rose stands with Israel.” Suddenly, I had 50 inquiries about where to purchase the sweater! I told my team, “People are going crazy for the Shalom Sweater!” We produced 100 pieces and sold out in just two days. I then instructed my CFO to donate 100% of the proceeds to Israel. She responded “are you insane? We’re running a business; it costs money to make the sweaters!” I replied, “Fine, cover the costs, and the rest goes to the UJA!” While she won’t allow me to disclose the amount I’ve sent, I’m proud to say it was significant. And now I am a UJA lion! Baruch Hashem.

To date, we have sold over 4,000 Shalom sweaters—do the math! The Shalom sweater has become my side project. Like the accidental activists, this is my way of doing something to help. Not only does the Shalom Sweater raise money for Israel, but it also brings people together. I love seeing individuals in the airport, in line at EL AL, who don’t know each other but connect because they’re wearing the Shalom sweater. It’s like finding a family member! 

The Shalom Sweater Project has now expanded to include the original sexy set-in sleeve crewneck, an oversized unisex crew, a short sleeve option, and a tank that features the word “TRUTH” in Hebrew! Since my dogs are Jewish, I even had to create a sweater for them. Additionally, we have a beanie, a shawl, and a tallit bag and yarmulke available for preorder. Join our family, support Israel, and foster connections through the promotion of peace—while looking gorgeous!" - Lisa Shaller-Goldberg