Dear Ayelet…I feel too young to be writing this letter to you. When I look in the mirror, I still see the same 25-year-old you, bursting with passion for design, shoes, and a hunger to take on the world. Sometimes it’s hard to see all that you’ve become over the past two-plus decades, which includes manager of a leading comfort shoe brand in the U.S., designer of a eponymous label, mother of two incredible children, and a wife of a great husband, coworker, and friend in that reflection. You’ve come a long way! Through it all, I’ve tried to hold onto your relentless optimism, even as the world now feels heavy and scary.
The ’90s are your formative years—a time when the world feels on the verge of something beautiful. Peace, it seems, is within reach, and the possibilities of the new millennium appear endless. That flower child you are, sadly, will be bewildered by today’s world, where division, fear, and war often overshadow hope. Remember when you were an 18-year-old peace activist brimming with idealism and the belief that we could all coexist in harmony? I’m sure she would demand our current leaders do more to make the world a better place. Demand nothing less.
World affairs aside, I’m pleased to inform you that you love your job, cowokers, and customers. It’s a charmed career, which really kicked off at age 10. Remember the bustling flea markets, where you sold homemade jewelry and T-shirts while Mom and Dad introduced Naot shoes to the United States? Your wares often sold out quickly, allowing you to duck under the table with your little sister and escape into a world of play. Sometimes, you’d re-emerge, pretending to be a model in store windows, posing to attract passersby to admire the shoes Mom and Dad had unpacked from the back of our wood-paneled station wagon.
Those formative years are where you learn what it means to work as a family—the hustle, long hours, and unspoken understanding that running your own business requires giving your heart and soul. Those early years, though, weren’t just about selling shoes; they were about finding joy and pride in the small victories and discovering that the strength of family is at the core of everything we do. Don’t ever forget that. Family is everything.
Of course, our family graduated from flea markets to Naot becoming a cornerstone comfort brand sold in top retailers nationwide. We’ve done good! But never lose sight of the hard work that it took to get here. Like the time, as a 20-year-old intern at Donna Karen Shoes, when you spent hours at M&J Trimming in search of the perfect ornament to present at design meetings. The excitement of finding just the right piece and imagining the life it would bring to those shoes…that feeling never gets old! Alas, that mecca of trimmings just closed after nearly 100 years in business. So remember to appreciate the places and experiences that you help shape you. They all won’t last forever, and oftentimes what replaces it is more fleeting and less tangible.
Change is constant. But a little heads up: the pace and extent of the change that awaits you is unimaginable. Be prepared. Like, for example, you’ll be tethered to a handheld device that not only transforms how everyone communicates, but how we live, work, and dream. Change, while often difficult, is also how you learn and grow. So roll with them as best you can but hold onto your core—the things that make you whole.
Here’s some more advice: As a young mother, in your early 30s, put that smartphone down and play more with your kids! You don’t get those moments back. Stop measuring success by the pace of everyone around you. Hire good people, surround yourself with kindness, and remember that when you do business with people who share your values, work feels like play.
Above all, and this goes for every age, keep dreaming! That is the light in what can be a very dark world. That ability to dream leads to you launch Ayelet by Naot, a high-end line of dress yet comfortable shoes. Can you believe it! You’re working with incredible designers, using the finest materials, and in the world’s best factories. Dreams can come true!
A few parting shots: Be patient, not just with others, but with yourself. Timelines are personal, and growth doesn’t always happen like clockwork. Keep pushing, adapting, and growing. And always remember to keep learning. Hold on to your optimism fiercely, because it will be what lifts you when the world feels heavy. Finally, smile more, and don’t forget to hug your family just a little tighter.
Take care,
Ayelet
