Roni Yakubovich and Shira Zeldman, both 21 and from Ra'anana, had just finished their army service and already launched an independent business that brings a deep breath into every home. What started as a love for tidiness from a young age has turned into a sought-after service throughout the Sharon region.
“I was always the kid who organizes,” says Shira. “When the house was messy – they called me. My mom, Shlomit Zeldman, owns an architecture and design office, and she would even take me to help organize things for other people. After the army, she suggested a simple idea: Turn it into a business. So I brought Roni in, and we got started.”
Today, they’re already a solid team – with a clear division of roles: Shira is in charge of the actual organizing – she’s the one who empties, cleans, organizes, and sees the vision for every drawer or closet. Roni is more tech-savvy, precise, and efficient – she’s in charge of folding, operations, and social media marketing. Shira writes, Roni designs posts – and the chemistry between them just works.
They offer comprehensive organization services: Walk-in closets, kitchens, storage rooms, packing before a move, initial organization, and ongoing maintenance. “Sometimes it's a two-hour task, and sometimes it takes three full workdays. Sometimes the whole family joins in, and it becomes a shared project that also includes donations when items are discarded, sorting, and relieving physical and emotional clutter.”
Roni and Shira emphasize: “Organization doesn’t work if the base isn’t clean. Everything starts with a full spread – we take everything out, lay it out in front of the client, and sort. Suddenly they see with their own eyes how much they have, how much they’ve accumulated, and how many things are no longer in use – and it becomes easier to let go.”
Alongside that, they touch on a sensitive topic: Shame. “There are clients who are afraid we’ll ‘see how the house looks.’ But we don’t judge – not at all. On the contrary. We’re only here to help. Sometimes it’s just like calling a technician – only the ‘machine’ is the drawer.”
Many families return to them for regular service: Weekly organizing, folding laundry, and maintaining the new order. Prices are also customized for each project, with no fixed rate – it depends on size, scope, and needs.
And what about the future? “Right now, we’re happy where we are. We have a planned trip, the psychometric exam is coming up, but as long as this business is working – we’re here. There’s crazy satisfaction in it. Especially when we work together – we move fast, we know how to read each other.”
In the end, they say, it’s much more than boxes and folded towels: “It’s a feeling of control, calm, breathing room at home. And today, when everything around us is so unstable – order just feels good. Both to the eyes, and to the heart.”