Esther Phillips, 25, Toronto, Canada
IADT, Seneca College, B.A. in Fashion Design, Fashion Business
Track:Internships Tel Aviv | Israel Programs | WUJS Israel Hadassah
Internship:Oleh Records, Product Development/ Marketing (fashion/music)
Living in Tel Aviv on the WUJS program has been a great experience for me. Tel Aviv is a fun and bustling city to live in with a lot of young people, art and culture. The WUJS program provides the framework for living here and getting the most out of our Israel experience. The weekly siyurs help educate us about the history and current political issues in Israel, while also allowing us to explore different parts of the country. Group activities within Tel Aviv such as going to see concerts, theatre, movie nights etc. are also a definite bonus. The thing I like the most about the program is that it gives participants freedom to experience Israel in a way that is not overly structured. I have formed many close friendships with other participants and Israeli's that I am sure will last a lifetime. This in itself has made the experience on WUJS worthwhile.
Oleh! Records is an independent, non for profit record company operating out of Tel Aviv, Israel. This organization promotes and supports young talented Israeli musicians by helping them get discovered abroad. All of the artists signed by Oleh! Records sing in English in order to reach a wider audience. Oleh! supports modern youth culture and artists with alternative music styles, representing ambassadors for Israel. We want Israel to be seen as the modern country it is with a happening music scene, art and culture instead of through the skewed perception that negative media coverage often portrays.

What were you doing before you came here?
I studied Fashion Business at Seneca College in Toronto. This concentrates on the business side of the fashion industry in areas such as buying/merchandising, management, sales, product development, and marketing. Before this I studied fashion design at The International Academy of Design where I had hands on experience constructing garments and learning how to put together a fashion line.
How did you hear about this WUJS Israel program?
A friend of mine researched the program for herself and then told me about it. She is on the program as well.
What responsibilities will you have during this internship?
My main role is to work on the development of a fashion label (Oleh!) that will help further brand and bring awareness to the organization. I am working alongside graphic designers to create a hip streetwear line (made up of graphic printed teeshirts, hoodies, and other accessories) influenced by Tel Aviv street art and the music scene in Israel. I develop the framework for the line and also help pitch it to potential retailers with a written business proposal. My other responsibilities apart from the fashion line are directly related to promoting the record company and its artists. I help update media online media portals such as the main website, facebook, twitter and My Space. I have also been involved in viral marketing campaigns (spread through youtube and email) and have helped organize and promote educational workshops for musicians in Tel Aviv. I work closely with group of other interns and often get to be involved with their individual projects related to viral marketing promotions, sponsorship and event planning. We all bounce ideas off one another and it's a great working environment.
What are your goals for this internship program?
My initial goal was to gain valuable experience in product development and marketing. Furthermore, I am excited about developing a fashion line for a worthy organization, linking fashion with music and further branding Oleh! Records abroad.
Have you had any difficulty settling in?
No. I have actually adjusted fairly well considering the cultural differences and the distance from home. I think that living with roommates who I've become good friends with and being in a program with other participants makes a big difference.
What did your friends say when you told them your plan to come to Israel?
Most of my friends were supportive and thought it would be a good experience for me. Others warned me about pissing off Arabs and getting bombed. I think they were kidding...












