Israeli Startup heralds peace with Morocco

• Date: 29 December 2020
• Author: SARAH PERSITZ
• Published date: 29 December 2020
• Publication title: Jerusalem Post, The: Web Edition Articles (Israel)

Two wanderlust entrepreneurs themselves, they place a great deal of value on the experiences and stories that shape our lives, from the people we meet to the goods we buy, as both make an impact on the lives we live and the spaces we keep.

The vision for the Nopo as a domain for conscious ecommerce, inspiring content and unique online experiences was just taking root as the Covid-19 pandemic hit, forcing the pair to cancel their scheduled trip to Morocco, the planned location in which to launch their venture.

"There was a moment when we asked ourselves if we should continue. We had to wonder if our idea would work post-Covid, but as we assessed, we realized there was more purpose in our endeavor than ever," said Harel.

There was, however, an additional layer of questioning given that they'd planned to launch their first market in a country with limited political and economic cooperation with Israel. In fact, Morocco and Israel had not at the time held official diplomatic ties, despite ongoing cultural exchange based on the close alignment of values, culture and identity that took place at the civil level.

As the Nopo team began reaching out to artisans across Morocco, Kelly shared a moment of hesitation, saying "I felt a bit nervous at the beginning, unsure of whether or not to put Israel out front or perhaps focus on the American market angle instead. But I immediately realized that in order to create trust, a fundamental component for collaboration, you have to be transparent." While they may have started with a sense of hesitation, they immediately found willing partners on the other side, with some of the artisans even sharing a few words of Hebrew or their desire to visit Tel Aviv along the way.

Reflecting back on this stage, Kelly shared, "We were amazed by how open and trusting the artisans we contacted were. We had never met them in person, but they loved the idea, and it seemed they were craving not only the marketing and logistical support, but also being part of a community of artisans who share similar values and the standards of quality."

The Nopo is more than an ecommerce site, as the platform invites you to meet the artisans behind each product, sharing the rich tapestry of stories that shape both their inspiration and the products themselves. The team maintains a rigorous screening process to ensure a high quality of craftsmanship across the platform, offering their operational support to help remove a number of the challenges artisans face...