Our Story

About oosh.

The meaning behind the name.

oosh. is not only a Hebrew slang term of endearment, it’s a vibrant expression of Israeli culture — bold, unapologetic, excessively familiar, and oh-so-real. It’s the verbal glue that binds us all, creating a sense of connection that transcends borders. 

In Israel, oosh. is more than just a slang; it’s the embodiment of familial warmth, transforming ordinary conversations into heartfelt exchanges reminiscent of talking to family.

Yet, oosh. isn’t just a cute linguistic quirk; it signifies something even deeper for us. It stands for Out Of Shattered Hearts, a poignant reminder that beauty and community can emerge even out of brokenness. Born during a time of profound heartbreak for the Jewish people and the State of Israel, oosh. was founded with a mission — to start piecing back together our community and our family after immense tragedy and suffering.

At oosh., each carefully curated oosh. product symbolizes a piece of Israel— our home, our heart, our people. You’ll discover pieces of art, each sourced from different corners of our diverse and resilient community. With each order, we take a collective step towards reconstructing our home, healing our hearts, and strengthening our people. 

With oosh., we aim to weave together Jewish communities worldwide, fostering a sense of unity and solidarity. Every oosh. product is a testament to our shared history, shared dream, and the collective strength that arises when we stand together.

About us

Amongst the vibrant landscape of Israeli creativity, OOSH is a beacon of hope and resilience born from the shared passion of its founders, Danielle and Elle. Their story began at a Rosh Hashana dinner, where they instantly bonded over a shared love for entrepreneurship. Danielle, a previous founder of a ventured-backed start-up, and Elle, having recently left the start-up world to pursue her own marketing agency, discovered an immediate business partnership. 
As fate would have it, when the conflict in Israel erupted, Danielle and Elle found themselves not only grappling with the challenges of their respective ventures but also feeling a profound sense of helplessness. In those moments of uncertainty, the idea for OOSH took root. It became a shared vision, a way to give back to their community and bridge the connection between people in the US yearning to help and the Israeli small businesses struggling to reach the US market. 
OOSH is crafting unique themed boxes that encapsulate the artistry of local talents. Our mission goes beyond just curating beautiful pieces; we’re on a journey to support Israeli businesses affected by Oct. 7 and the ongoing conflict. Through OOSH, we’re not just rebuilding, we’re also contributing to charitable organizations actively working on the ground in Israel.