Summer 2020 - 38

RETAILER PROFILE
GETTING THE WORD OUT
The two typically participate in three to four
Mitzvah consumer shows a year, which has
benefitted their business in several ways, pointed
out Rabinowitz. " We've had a lot of success with
the Mitzvah Market Showcase, held in several
venues in New Jersey and New York. Additionally,
we do smaller shows at local synagogues as well,
primarily in New Jersey for now. "
Their participation has provided valuable
connections, Amaya emphasized. " We've been
fortunate enough to meet amazing photographers,
party planners and florists - and we all work
together on various events. (With) party planners,
we help design the event logo as well as any event
decor. Typically a theme is chosen by the client,
and the party planner will work with us to dictate
the elements needed for the event, such as table
cards, menus and signage. "
Social media has also played a huge role in
building their small business. " Instagram and
Facebook are huge outlets for us, and since there
are only two of us managing all of our business
details, it can be a lot to create online social
campaigns as well, " stated Rabinowitz.
Their small team has sometimes presented
a challenge, continued Amaya, but in the end it
makes them stronger. " Although we've been best
friends for over 25 years, it wasn't until we started
Jubilana that we learned each other's business
strengths and weaknesses. When we first started,
we would share many of the same tasks, which
we soon found was not a good use of our time.
We now try to divide up our jobs and tasks - both
design and business related. "
When it comes to a Five Year Plan, Rabinowitz
said they have one of those too. " We'd love to
be the 'Go-To' Mitzvah and event designer in
our area - the company everyone thinks of first
when they need invitations. We're also striving to
branch out to other regions across the country.
While we love to meet our clients in person,
we're fortunate that in this digital age, we can
easily send proofs to clients anywhere. "
COVID-19 IMPACT
The Coronavirus has been devastating to many
an invitationer, but Amaya and Rabinowitz are
weathering the storm so far, although the impact
has been personal. Rabinowitz' son's Bar Mitzvah
was scheduled March 21 - " just as everything
began to unravel here in NJ, but prior to being
quarantined, " she recollected. " We rescheduled
his service and party two times within a week,
as we were given new news and social distancing
38 Summer 2020 | STATIONERY TRENDS
Photograph courtesy of Todd Plitt
Photograph courtesy of Todd Plitt
Top: For one theme, Enchanted Forest, for a set of twins, Jubiliana created place cards as well as 'memory
cards' where guests could write a memory of the Mitzvah child and hang it on the starlit line for all to see.
Left center: The Lotus Flower Bar Mitzvah Party Card is shown at left, while the Chai Five Invitation is on
the right. Right center: The Type Block Invitation and Party Card are shown on the left, while the Strokes
of Happiness Invitation is at right. Bottom left: Floral Fireworks is one of the most popular Bat Mitzvah
designs, shown here in a palette of blues, greens and purples. Bottom right: Two recently introduced
Sweet Sixteen designs, Just Dotty and Painting Day.
recommendations started happening. We had a
virtual Bar Mitzvah service at our temple with our
Rabbi and Cantor - practicing social distancing!
- and just our family of five. Despite not having
friends and family there, the Rabbi and Cantor
did an excellent job of making the service seem
as normal and special as a " normal " service.
The party was canceled - I'm not sure we'll be
rescheduling. A vacation sounds really nice after
all this is over! "
In the meantime, they're seeing a mix of ways
their clients are handling their own events.
" Those whose Mitzvahs are before fall have either
rescheduled their parties, but plan to have a
virtual Mitzvah service, or are waiting it out to see
what happens, " Amaya said. " We have offered to
create change-of-date cards, invitation reprints,
postcards or inserts at a very discounted price to
accommodate this unfortunate situation. "
Amaya and Rabinowitz are looking ahead
to the other side, finished Rabinowitz. " Most
families are really uncertain as far as how to
plan for previously scheduled events, as well as
for upcoming events - even as far out as the end
of the year. Many are holding off until they feel
it is safe to reschedule. We think that as soon as
things start getting back to normal, people will
really want to celebrate big! So we're looking
forward to helping them in any way possible to
make their event worth the wait! " S T

Summer 2020

Table of Contents for the Digital Edition of Summer 2020