Shira Friedman 370.
(photo credit: Courtesy)
“I always had a creative streak,” says Shira Friedman, the owner of Trumpeldor
in Nachlaot, Jerusalem, that stocks a wide range of quality second-hand, vintage
and designer clothing.
“When I was little I would play cops and robbers with my
brothers, and they’d lose interest when I’d spend an hour dressing up,” recalls
Shira. “As a teenager I loved to dress up, play and perform and also appreciated
old stuff and antiques.”
When Shira first visited Trumpeldor several
years ago, it was already open but had a very different feel. Run by a special
retired woman Nama Frankel Schabb, the store was more like a gemach and was used
as a place to spend time with neighborhood friends.
“I popped my head in
and gave my details in case they ever needed help,” Shira recalls. That week
Nama was sick and Shira found herself in the store cleaning up and decorating,
and soon sourcing and buying clothes.
After a while, Nama could see that
vintage was really Shira’s thing and offered to sell Shira the
Since it wasn’t thriving at the time, Shira could afford to buy
it. To this day Shira speaks of Nama (who passed away recently) with
Shira partnered with a friend Judy at a later
They used to joke that the store was the Cheers of the
neighborhood. “There are always people hanging out and dressing up here,” says
Shira. “We have an old record player, and friends stop by daily for a chat or
counseling session. We’ve even had surprise birthday parties
Naturally, Shira met her husband Avi at Trumpeldor.
came in wanting to know if I knew anything about antiques,” smiles Shira. “But
really someone had suggested the match and he wanted to meet me!” Avi inevitably
asked Shira to marry him on the premises too, and they have now been married for
“Avi and I and our friends like dressing up,” smiles Shira.
“We’re pranksters. We choose theatrical themes for Shabbat get-togethers. We
enjoy playing.” For now, nothing makes Shira happier than seeing her customers
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