When Jonathan Friedman was growing up in Cedarhurst, he never imagined that decades into the future he would be carving artwork from wood in his Jerusalem basement. An educator by trade, he began experimenting with woodworking about a decade ago, teaching himself with the aid of video tutorials and learning through trial and error. Today, Friedman’s handcrafted custom-designed Judaica is displayed in homes around North America, Panama, Brazil, France, Germany and Israel.

Friedman’s interest in woodworking was sparked when he was working at a summer camp in the United States and watched a staff member cut a branch from a tree and transform it into a piece of art. He was amazed by the process that resulted in a beautiful design, and felt inspired to create his own artwork. When he returned to Israel he began collecting branches from trees and sawing and sanding. His hobby consumed him. The budding artisan watched hours of “how to” videos, which led to his first design—a mezuzah holder with a dash of sky blue.

“I had no idea what I was doing,” Friedman admitted. He found a store owner who agreed to purchase five mezuzot, which were sold within a week. Friedman understood this as a sign that not only did he have an eye for design, but other people were noticing his artwork as well.

He continued experimenting with different shapes, products and types of wood, learning how to use epoxy glue to add different shades of color. He began posting videos on Instagram. “I spent hours learning how to make a challah board,” he said. “That was what made my product take off.” He officially launched JPF Design in 2019 and as his business grew, he moved his mini workshop from his porch to the bathroom to a rented space in a Jerusalem warehouse. He continued to juggle his budding hobby with his career in education.

And then Friedman hit a series of obstacles. The wholesaler he was purchasing wood and other materials from and who was renting him space said he could no longer keep up with the artist’s growing business. A self-taught woodworker with no contacts in the field, Friedman did not know whom to turn to for help. “I was heartbroken a bit,” he shared. “I was for sure closing up shop.”

It was his wife who encouraged Friedman not to give up. She spent hours on social media searching for contacts in the field. After much research, she identified a wholesaler who was able to meet her husband’s needs and keep his business running. To this day, Friedman purchases materials from him. Today Friedman works out of his home basement, making it possible for his children to join him in his projects. A true family business, his wife manages the client relations and the financial side of the business as well as the marketing.

“My whole drive and passion towards [my woodworking] is that it’s all being used for mitzvot and spirituality,” Friedman said. He gave an example of a client who was preparing to move to a new home and required 20 mezuzot before the family could relocate. The client was fixated on when the mezuzot were going to arrive. “It’s such a beautiful thing to be part of,” Friedman shared. He gains a great deal of satisfaction when clients send him photos of their Shabbat or holiday tables decorated with his Judaica. He finds added meaning knowing they have a piece of natural wood from the Land of Israel in their homes.

Friedman hopes to expand his business and hire staff to work alongside him, while continuing to maintain his career in education. He also aspires to grow in his creative expression and add more products to his offerings, such as tables. His journey as a craftsman has taught him that nothing is impossible—whether in woodworking or any other aspect of life. “I wasn’t a trained woodworker. So you learn on the go and you force yourself to learn new things and you challenge yourself constantly,” he said. “It just takes some time and confidence and never giving up, and you will succeed. If it’s not woodworking it’s something else.”

For my information visit jpf_design on Instagram

Alisa Bodner is a Fair Lawn native who immigrated to Israel a decade ago. She is a nonprofit management professional who enjoys writing in her free time.