Arous Elbahar (Bride of the sea) Association for Women in Jaffa

Arous Elbahar is a women center, guiding Jaffa’s Women on their way to financial and social empowerment

Location: Jaffa, Israel , Israel
Year founded: 2007

Description

Arous Elbahar (Bride of the Sea) Association for Women in Jaffa is a non-profit women's organization which advances the position and the involvement of Jaffa's women, provides them with the tools and resources in order to make a positive difference in their lives - personally, economically, and in the community. 

De Yaffa

About

Arous Elbahar for Women in Jaffa,
led by Ms. Safa Younes, a social entrepreneur, initiated a social enterprise of
a place for hosting and meeting for locals and tourists. The visitors will
experience traditional Arab flavors and meet the chefs – Arab women from Jaffa,
who will share their personal stories and the story of Jaffa from their point
of view.

The meaning of the project's name
is "hosting" in Arabic, but also include the name Yaffa, Jaffa -  Where the initiative is taking place.

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What is the mission and purpose of this program?

Arous Elbahar (Bride of the Sea)
Association for Women in Jaffa is a non-profit women's organization founded by
a group of female Arab residents of Jaffa. We are dedicated to empowering the
Arab women in Jaffa through promoting them in economic and social spheres, as
well as increasing their involvement in the labor market and community.

The program is a social enterprise
which will offer a place for hosting and meeting for locals and tourists in Jaffa,
people with different cultures, faiths and languages. The uniqueness of the project is
that it is a social business which promotes the social values of Arous Elbahar,
and meets the needs of the community in Jaffa:


  • Employment
    opportunities for women:
    The project will provide permanent employment
    for about 7 women from the local community. In addition, it will create
    employment opportunities to women who have small business of cooking in
    their homes. This way, the business will create employment opportunities
    for female employees and entrepreneurs owning small businesses in homes,
    who will provide different kinds of foods to order. This will leverage
    their strengths in the field of cooking and allow them empowerment and
    economic independence.


  • Sharing
    and reconciliation between groups in the community and outside of it:

    The project will allow direct encounter and will be a bridge between
    different communities and the local community in Jaffa. Varied groups will
    be exposed to the lives of women in the community in Jaffa. We see the
    place as a cross-cultural encounter; in the future we will be able to
    leverage the projects and to create additional community collaborations.


  • Developing
    sustainable local economy:
    In addition to the direct effect of
    integrating women in the labor market and reducing poverty among families
    in Jaffa - the existence of this kind of business in communities with low
    socio-economic background in general, and in the Arab population in
    particular - will have a positive effect. Other businesses in the area
    will benefit from this initiative, including suppliers of food and raw
    materials, maintenance workers and others.


  • The
    profits will be invested back in the local community:
    the profits will
    be used to finance social projects and to promoting women and girls in Jaffa,
    for example scholarships for trainings to the women who cook and other
    women in the community.


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Program Description

The program “De Yaffa” is a social
enterprise which will offer a place for hosting and meeting for locals and tourists
with different cultures, faiths and languages.
The initiative will be one of a kind
in Jaffa and will offer a unique hosting, for individuals, groups, workshops, events
etc. The visitors will experience traditional Arab flavors and meet the chefs –
Arab women from Jaffa, who will share their personal stories and the story of
Jaffa from their point of view.

Authenticity
will be the guiding line in all aspects
: a menu with authentic Arabic dishes,
service, look and atmosphere. It will be located in an authentic building in
the center of Jaffa, which will be renovated according to the law requirements.
If the asset will allow it, the business will include two rooms for tourists
who will want to stay over.

 The business will employ local women, using
their skills for their livelihood and in the same time will expose the
magnificent Arab culture to hundreds of people from Israel and from all over
the world. This will be a place where they can meet with the women who run the
local economic through flavors reserved throughout many generations.

The enterprise will be focused in 4 main areas:


  1. Hosting
    groups from Israel and from all over the world
    , offering them a unique
    experience in Jaffa;


  2. Food
    market on the weekends
    , which brings together Jewish and Arabs from
    Jaffa and other cities;


  3. Homemade
    food
    “to go” on a daily basis or as a catering for events;


  4. Hosting
    solutions for businesses
    , who are looking for an interesting place for
    workshops and meetings, as well as a place for private events of the local
    community.


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Demonstrated Need

Target Audience

The enterprise will be located in
the heart of Jaffa, between Yefet street next to Ajami, the flea market and the
renewed area of north Jaffa. This area includes mixed populations – from high
and low socio-economic status, multiculturalism and multiple religions. All of
this variety is integrated to one unique tapestry. These trends have begun in
the last decade and continue today and to the future, being an attraction focus
for tourists.

Tel Aviv area enjoy most from the
visits of tourist groups coming to Israel (2.5 m per year on average), and over
500,000 lodgings of Israelis a year. According to the analysis of trends in
tourism carried out by the Ministry of Tourism, tourists are seeking
significant and unique experiences. The proposed business is a business that
sits in between some sectors of the market. Is business tourism, food business,
hospitality business and training groups, and of course social business.

The financial potential of
Jaffa Kitchen is based on several trends:

  1. Homemade
    food “to go” -
    the volume of purchasing homemade food is grown
    rapidly. The modern life style leaves less and less time for cooking,
    especially traditional dishes that take long time to make. More and more
    restaurants are offering the service of buying prepared food to take home.
    Jaffa’s Kitchen will offer local residents of Jaffa both Jews and Arabs,
    favorite homemade traditional dishes, as well as new dishes.

  2. Trends
    of educational and multicultural tourism -
    Tel Aviv - Jaffa enjoys
    from visits of most of the tourists groups coming to Israel ($ 2.5 million
    tourists per year on average). According to an analysis carried out by the
    Ministry of Tourism, focusing on tourism trends, in recent years there is
    a search after meaningful experiences and views, apart from the routine
    visits to historical sites. Groups from Israel and abroad who search for
    activities apart from the regular ones that often proposed in Jaffa, Jaffa
    Kitchen will offer a unique experience that will combine style, tastes,
    and a glimpse into the world of women Jaffa. In addition, there is a trend
    of global tourism interested in expanding their knowledge and
    understanding of cultural blending Jaffa in Israel in general and in
    particular.

  3. Personal
    and alternative hospitality -
    development and success of projects such
    as EatWith and Airbnb indicate that the hospitality sector is being
    developed and move from alienated consumption to a search after the
    personal aspect. Customers want to know the person behind the service they
    receive, and in this case - the woman behind the dishes served them, and
    how her life and neighborhood look like.

  4. Sustainability
    -
    The project contributes to the local population, promoting
    employment through Jaffa women, cooperation with local suppliers and use local
    raw materials. In addition to the direct benefit to the community,
    costumers all over the world appreciate support in this value.

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Program Accomplishments

It is a new social business, but
we believe that once we launch it, it will be successful, based on the
following:

- Arous Elbahar already operate a
social business of JAFFADOLLS which employs women who use their sewing
skills to build a business. Recently we have started selling the dolls also
outside of Israel. 

- We are connected to the needs
in Jaffa's community, and we believe that the business can give an answer to
several target audiences.

- The women who will be employed
in this initiative have already participated in our employment program, which
provided them with some of the tools they need.

- We have experience in
operating weekend fairs. Our summer annual fairs, which we initiated in
order to promote 25 businesses of women in Jaffa, has became an attraction for
hundreds of people, a meeting place for Jewish and Arabs and a great
opportunity for the women to expose their business and to create income.

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How do you measure the success of your program?

It is a social business, and
success will be measured by its sustainability. 

According to the investment
program, the expected investment amount is $400,000 including VAT. The sources
of funding include grants, private social investors,  guaranteed loan by the state and crowd-funding
- and the investment is expected to be refund within 3.5 years. 

Success will be measured also by
its fulfilling of the needs of our target audiences, particularly in it
contribution to the local population, promoting employment through Jaffa
women, cooperation with local suppliers and use local raw materials. In
addition to the direct benefit to the community, costumers all over the world
appreciate support in this value.


we initiated in
order to promote 25 businesses of women in Jaffa, has became an attraction for
hundreds of people, a meeting place for Jewish and Arabs and a great
opportunity for the women to expose their business and to create income.

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