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Metallic Grandeur

“I never imagined that the artwork my husband and I created for our home would become a business, but it’s exploded.”

Naama Goldberg is a web developer. Back in 2005, she set up Temech’s website before their first conference.

“I attended the initial meetings of the team and was excited at their plans. But then I started working with several companies, and Temech faded into the background.

“We bought a house and spent time decorating it, creating a sleek, minimalistic vibe.

“We reserved one wall for gedolim pictures. But when I looked at the mass-produced paintings with cheap wooden frames, I couldn’t connect.

“They always come out with new pictures before Succos, but I never found anything I loved.  

“One year, I bought three rabbanim pictures, scanned them into my computer, and started playing with the images. When I liked the rendering, I sent them to print, and my husband hung them up. I lit candles, went to the succah — and there were these beautiful black-and-white gedolim pictures. It felt right.”

Pesukim laser-cut from metal were becoming popular, and Naama liked the style. “Maybe we should do this for our gedolim pictures,” she suggested.

Her husband is an aeronautical engineer. Shortly after, he gave her a gift: the picture she’d created of Rav Shach laser cut from stainless steel.

The couple tweaked the design, playing with the finish, the background, the bonding material. They enjoyed blending her artistic talents with his technical knowledge.

It took years — when they laser-cut it, it got burned, another piece got scratched. By 2019 they had three dream artworks on the wall: Rav Shach, the Steipler, and Rav Elyashiv.

Soon, friends and neighbors were asking if they could order. The Goldbergs hosted an Open House, and orders began coming.

Then corona hit – and no one would enter their home. Naama got a call from work. They were laying off half the team, including her. Now what?

“I joined two Temech groups: a networking group of English-speakers and another about digital marketing. With their guidance and support, I launched a website — bartering with a copywriter in the group who wrote my copy while I built her site. I learned how to market on social media, to create email funnels and the basics of content writing.

“Next, I joined a goal-setting group. We often set goals, can’t meet them, and feel frustrated. The problem is that we set a goal that includes 15 steps and expect to achieve them in a week. Our leader, Leora Gruen, taught me to break every goal into small, realistic components.

“Recently, I participated in a Temech accelerator group geared toward entrepreneurs who wanted to increase revenue quickly. We met twice a week for four months and had a private mentor. That pushed me to the next level.”

Naama currently offers over 40 framed artworks and takes custom orders. She was at a Jewish art fair in London recently, and in the States before that. Her art got enthusiastic reactions in both locations.

She still works in web development as a freelancer. “Baruch Hashem, both businesses are flourishing. My current challenge is learning how to both expand and delegate so I can maintain a healthy work-life balance.

“So I’ll keep attending Temech groups because they guide me all the way.”

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