Jerusalem resident finds inspiration to start gift basket business amid pandemic



Corona made us all think on our feet, which we have done with varying degrees of success. Yael Segal is a woman who has managed to turn a difficult situation around.

Gift baskets, even when nicely wrapped, tend to overflow with disposable components or mismatched items – that’s not the case with Yael Basket. Its lovely ready-to-give baskets in a unique packaging are just as impressive on the inside as they are on the outside. While most of its business was related to tourism and pre-crown events, Segal managed to pivot.
At hundreds of shekels a night, a hotel stay that doesn’t offer amenities and meals limited to your room may not seem too appealing for your weekend getaway. Consider ordering a basket full of liquor, cheese, chocolates, and other edible delicacies and heading to a park or enjoying a romantic evening at home. Is a loved one stuck in bidud? Encourage them with a bright and fun basket.

“I started my business about 20 years ago when my oldest daughter was born,” says Segal. “I wanted to do something that would allow me to stay home with her while working, so I took my passion for spreading joy and started my small business, Yael Basket.”

That small business eventually grew into a big business, with Segal working with some of Israel’s biggest brands – from real estate companies looking to give baskets to their clients after a house was closed, to corporate clients looking to offer their employees a thank you. tailored. -you. Tourists were another big market for Segal. Whether it was foreigners coming to Israel to celebrate bar / bat mitzvahs or weddings, Segal was often called upon to design special baskets for events and hotel rooms as well as for sightseeing.

“When the crown struck, I thought my business was over, but it actually got even bigger,” says Segal. “A lot of people don’t want to or can’t go out, so I’ve designed lots of baskets for people who want to give their family and friends something special at home or in quarantine.”

“I love what I do. My heart is really in every basket I create. I personalize each basket according to what that specific customer wants – it could be artisanal products, olive oil, tea. , coffee and wine, creams and soaps or for children, books, soft toys, dolls and blankets.

Although much of what is found in the baskets is locally sourced, Segal has sellers all over the world, including in Brazil, where she has women who make bags exclusively for her baskets.

The magic of Segal’s business is that it has grown organically through word of mouth and most of its customers order repeatedly.

Baskets start at 150 NIS (plus 40 NIS delivery to Jerusalem) and the sky is the limit.

“I always say you can put a diamond in a basket if you want! Exclaims Segal.

To inquire about a personalized basket: 052-454-1162 or message @yael_basket on Facebook.


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