Divi is a family owned and operated Judaica store nestled in Tel Aviv's Carmel Market. Founded by brothers Iair and Eviatar Baruch, this store reflects the unique aspects of Israeli and Jewish culture blended with the mystical spirit of the shuk.

The Baruch's are native Tel Avivians, growing up only a couple streets from the Carmel Market. Iair's passion for the beach and the ocean has inspired several of the products that Divi sells and creates. While Eviatar's enthusiasm for innovation ensures that Divi will always have a range of new and exciting products. 

Not agreeing with the one-size-fits-all approach to Judaica stores, Divi was created to cater to individual tastes as a way to incorporate both traditional-style products while also ensuring the availability of more distinct and modern pieces. These one-of-a-kind "Divi" products exemplify that Judaica decor and jewelry can can be modern, stylish, unique, and applicable to any lifestyle. They are inclusive of all types of Jewish cultures, backgrounds,  and levels of religiosity. This alternative take on Judaica works as a means to engage our future generations to continue to be proud to be Jewish and excited to own Judaica.