"Iron Welding Is Just a Job, Why Are You Surprised?"

Asher Friedberg from the settlement of Neve Daniel has long gotten used to the look of surprise on people's faces when they ask him, "What do you do for a living?" and he naturally replies, "I'm a metalworker." Most, having never heard of the profession, shift uncomfortably and ask, "What do you mean?" Friedberg complicates things further by explaining, "I am a metalworker and welder, involved in iron welding."

Interestingly, although the profession might sound ancient, like something out of the Talmud, it has completely transformed Friedberg's life. Before discovering it, Asher was a pleasant and creative young man who struggled academically. "My father immigrated to Israel from Russia in the early '90s," he recounts. "He was a water engineer in Russia and continued his studies here. He couldn’t understand how his son couldn’t find a profession, and my aunt, his sister, would call weekly with concern, asking why I wasn’t studying."

Asher indeed found it difficult to find a profession that suited his creativity until he stumbled upon working with iron, realizing that's where his future lay. "I went to learn to be a certified welder, which means welding iron safely," he explains, "but I soon realized that what truly attracted me was creation, and that’s where I aimed."

Ark and Bimah made of olive wood and epoxy at a synagogue in the Khan Arugot, East Gush (Photo: Yoav Baumann)

Love What You Do

Initially, Asher worked as an employee in a workshop, doing simple tasks, but he dedicated his leisure time to more unique creations, with his first being Shabbat candlesticks for his wife, Sarah. "I remember how excited I was," Sarah shares, "They were simply amazing, made of olive wood and epoxy, very unique. I couldn’t believe Asher made them."

Sarah's enthusiastic response spurred Asher to continue creating with vigor. Each new creation boosted his confidence. "Back then, I worked as an employee and also did more complex ironwork on the side," he recounts, "like inventing unique patents from iron, such as a rotating scarf holder or shelves that fold into themselves—innovative ideas that people found captivating."

Yet, even then, he still didn’t see himself as capable of being self-employed. "If Sarah hadn’t encouraged me, it wouldn’t have happened," he notes. "It happened solely because of her insistence. She kept saying, 'You have a light about you when you come home after creating your work.' She really pushed me to leave my job as an employee, not for income reasons, but so I'd enjoy what I do more."

(Photo: Yoav Baumann)

And did you?

"Yes, I went independent, and very soon, I received my first serious job, then another client came, and more heard about me through word of mouth. I remember the excitement with each piece of furniture or product I created; I enjoyed the process and satisfied customers so much that it was worth all the effort."

Working with iron sounds dangerous, aren't you afraid?

"Although working with iron is aggressive, it also involves delicate work. Yes, it is dangerous, involving fast-moving tools, fire, and heat, so there’s a need for extreme caution. I usually work alone or with one or two workers, but it’s never boring because I always listen to lectures by rabbis in the background. I start and end each day with study, and in between, there are books I love to browse, and I never forgo a study session with my wife, usually from the works of Rabbi Nachman."

(Photo: Yoav Baumann) Library, olive wood and epoxy

Create from the Soul

Nowadays, there are many high-end furniture shops. Do you think there’s a difference between them and what you produce?

"Certainly, because as I’m not a carpenter but a welder, I use materials less known in the industry, requiring a keen eye and high precision. Plus, some people have certain dreams for their home or space they wish to beautify, but the dimensions aren't standard, and store models don’t fit them. I can offer them a precise, custom piece that fits their needs. Additionally, there are those who see added value in hiring a religious Jew for Hebrew work, even if it costs a bit more."

Sarah adds: "Asher and I strongly believe in investing in and nurturing the home. We think there is no need to seek grandeur in hotels if we have a cherished home with furniture we love, which creates a good atmosphere. The home is our kingdom, and that’s the message we try to convey with Asher's creations. We ensure everything aligns with the spirit of Judaism. When designing children's rooms, we ensure accessibility to books over screens; for bedrooms, we make Jewish beds with various designs and features. We have many ideas suitable for holy bookshelves in the living room. I believe this sets us apart in the industry because Asher not only designs the furniture but also puts his heart and soul into it."

(Photo: Yoav Baumann) Library at a client's home, cracked oak

What is the most beautiful creation Asher has designed over the years?

Asher finds it difficult to answer, so Sarah responds for him: "In my eyes, the most special creation was during the last Chanukah. He surprised us when he came home from army reserves on the eve of lighting the first candle, and a few moments after entering, he said to me, 'Wait a moment, I’m going to the workshop to make something for us.' He said ‘moment’ but returned after a few hours, all excited, pulling from behind his back the most beautiful menorah I’ve ever seen. I looked at it and felt a shiver throughout my body. Besides being precisely and artistically designed, it illuminated with a large Star of David in the center, where he crafted figures with iron swords, while in the middle, a figure blowing a shofar, with the base inscribed with 'Mi L’Hashem Elai.' This menorah was so fitting for the time and situation, and of course, we lit it with Israeli olive oil throughout the eight days of Chanukah."

(Photo: Yoav Baumann)

(Photo: Yoav Baumann)

It’s impossible not to ask: How does the business function when its owner is doing army reserves?

"I was called up by emergency draft the day after Simchat Torah," Asher explains, "and business-wise, it was the least convenient time for us, as we had many plans post-holidays, and we even took a large loan to advance. In reality, army reserves halted me quite seriously because there were works left open, and clients did not receive their furniture on time, but everyone showed complete understanding. When I explained I was on reserves, they responded, 'Take your time, just stay safe.'"

(Photo: Yoav Baumann) Console, olive wood and epoxy

Unite the People of Israel

Recently, Asher was released from army reserves and is starting to return to work. "I am working in my workshop, but my mind is still with the army and the war," he admits. "I constantly think about the soldiers fighting and what they're going through, also feeling how it compels me to earnestly study Torah, listen to more lessons, and utilize my time, as each person enlists in their own front."

He wants to add something important: "Thanks to the war, I realized how strong the connection between my wife and me is, both personally and practically. I saw how Sarah immersed herself in the business, and because I wasn't there, she began managing it fully—handling orders and meeting clients, leaving me the creation itself. I thought to myself that our connection is what creates the most beautiful things, and I couldn’t help but ponder the connection among all sectors of the People of Israel. It's clear that every community has its beauty, but when you connect everyone together, incredible things can truly be achieved."