Business with Faith: Avi Sofer, CEO of an Electrical Appliances Chain, in a Surprising Interview about His Connection with Hashem

"When there's faith and willpower, you can succeed greatly. Without these two, there is no success," explains Avi Sofer the secret charm of his long-standing family business, thriving in an era dominated by giants and big networks that have erased neighborhood stores, old butcher shops, and various craftsmen's stores.

No matter how many non-religious people I meet, it is always surprising and heartwarming to see how much faith accompanies Jews wherever they are. Famous people, artists, actors, and celebrities featured in the Hidabroot website's 'Celebs in Strengthening' section strengthen our diverse readers as they enjoy reading about the Jewish sparks in the hearts of the Holy Land's celebrities.

These celebrities wield considerable influence in shaping public opinion. In an era where truth is elusive, and Hashem's presence is absent from public discourse while His teachings face ridicule in mainstream media, every positive word about Judaism spoken by an influential Jew is necessary and strengthens us all.

Fifty Years from Morning to Evening: "You Must Love What You Do in Life"

This time, we chose to focus on a seasoned businessman who built a family business with 24 active branches. Avi Sofer (73) has been managing the chain of electrical appliance stores bearing his name for nearly fifty years. In recent years, his three sons have joined him in running the business.

The flagship branch of Avi Sofer's chain on Allenby Street

At first glance, it seems a good washing machine, a quality fridge, or an affordable Shabbat plate are merely inanimate objects. However, after the interview, it becomes clear that among the many shelves lies a great Jewish soul and a family man aiming truly to understand that his customers are human beings like him, who seek personal attention and understanding, even when their electrical appliance bought with hard-earned money breaks down, even after six months.

"What you do in life, you must love. If you don't love it, it's a waste of time, and it's destined for failure. Trust is number one in the job, because if you're not trustworthy, it's worth nothing, and nothing is worth it. I've replaced many electrical appliances for people in my life. When a customer tells me what they need, their budget, and expectations from a product, I match them with the most suitable product."

The Method That Manages to Lower Prices for Customers

Sofer explains that there are few cases where they can't always predict if the product will meet the customer's expectations. There are many brands on the market, and naturally, a business owner can't try all of them, but in any case, responsibility is responsibility.

"It's my duty to ensure the goods are okay. I love the interaction with customers, love giving my energy, providing solutions to various problems, and handling customer service. It matters to me to give our customers a good price, and with Hashem's help, we work with a method of purchasing large quantities of products for 24 branches. Purchases are made in cash, which enables further reduction of the product price for the customers. It's exciting that we have third-generation clientele. There's the children's age group, those my age, and others who remember my father. It's vastly different from an industrial location. Here, we truly work from the soul."

He arrives at work at 6:00 AM. Initially, there was a thought to schedule the interview at 8:00 PM, which speaks volumes about how many hours he works a day. "When my guys come at 8:00 AM, I've already gone through the paperwork, bank accounts, and am ready for customers arriving at 8:30."

"The Entire Journey Accompanied by Much Good Will and Help from Hashem"

Avi Sofer was born 73 years ago in Baghdad, Iraq. "My grandmother had a synagogue in Baghdad, where families were very religious. I immigrated to Israel as a four-month-old baby, and we initially lived in Ramat Gan." Sofer's family maintained a traditional lifestyle that included Friday night Kiddush, keeping kosher, attending synagogue on Jewish holidays, and mainly faith.

"We are a family of believers. In my view, the whole path that I've walked to this day is accompanied by much goodwill and much help from Hashem, who has helped us reach these days."

The family business started with Sofer's father. In 1956 according to their counting, when he was still a small child, his father opened an electrical appliance store on Allenby Street. The building still exists, exactly opposite the company’s flagship branch. Then, when Sofer was seven, he lost his father. About ten years later, he also lost his mother.

The old shop of Moshe Sofer z

Which mitzvah in Judaism do you most connect to?

"Honor your father and your mother," he says resolutely. "I wasn't blessed with parents for most of my life, but my father-in-law and mother-in-law, who may they live long lives, receive much honor and help in everything possible from my wife. I'm happy about it and encourage it because I know what it's like to live without parents. Anyone who doesn't have parents values them greatly; therefore, the relationship with my in-laws is important to me."

On a Business Crisis Solved by Faith

Do you talk to Hashem? Do you have a connection with Him?

"Yes," he smiles. "Before I go to bed, I ask Him for health for my family."

Can you recall any incident over the years where there was any difficulty in the company, and you solved the difficulty through your connection with Hashem?

"In another business I had, I invested money with a partner who unfortunately did not manage the business correctly. We were strong enough to bear it. Hashem helped us because we had great faith that we would get through it. Yes, it was also very tough to accept the situation, but in the end, it all worked out for the best, and Baruch Hashem, we now compensate for all the losses."

Many companies contribute to the community through acts of kindness and charity. Which area are you most connected to?

"We don't discuss that," concludes Sofer on the matter of charity in secret.

Sofer's sons work with him in the business. One of them became religious over a year ago. Sofer accepted his son's return to faith with joy. "I am happy that it makes him happy. I am a believing person and received it with love."

Avi Sofer and his family. Right: Avi Sofer

The Small Great Act Sofer Did at the End of the Interview

Your sons work with you in the business daily. How would you like to see the business develop in the future?

"When the kids were small, sometimes I would wake up, all sweaty, thinking to myself: my wife alone, and tomorrow I won’t be in this world anymore. What will happen? Today with Hashem's help, I sleep soundly. There's someone to rely on. Young energy always leaves its impact."

In the interview was also Sofer's youngest son, Ron. When asked what he can say about his father, he smiles and speaks of his dedication to work. "My father has the highest work ethic I've seen. It stands alone. Sometimes he needs to balance it because he doesn't know how to take a vacation. That's his essence. He sees work as an important value, and he also cares deeply for his family and my mother's family. We love him very much."

What values did you receive from your father?

"Honor your father and mother, and in general, respect every customer for who they are. You don't know who the customer is. Give them the respect they deserve. And also, as mentioned, hard work, and it eventually pays off with Hashem's help."

At the end of the interview, Sofer bid farewell with a blessing. His son was on his way to escort us out, and he himself, just as we were about to leave, quickly resumed his work. It brought a smile and a thought about one man, not particularly young, who has long surpassed the retirement age but continues to engage in what he loves.