Junior Eden Tzur is channeling creativity into purpose with her jewelry non-profit, “Beads for Israel.” Founded in Nov. 2023, the initiative donates 100% of its proceeds to the Israel Defense Forces (IDF) and relief efforts for those affected by the Hamas-Israel conflict, working in partnership with Brothers and Sisters for Israel (BASFI).
BASFI, the largest Israeli Aid Organization, has played a pivotal role in the crisis, assisting in the evacuation of over 100,000 individuals from Israel’s northern and southern borders.
“I learned about BASFI through my dad,” Tzur said. “I was inspired by this specific organization because thousands of Israelis dropped everything to volunteer—creating the biggest impact possible.”
The conflict escalated on Oct. 7, 2023, when Hamas launched a deadly attack on Israel, resulting in over 1,200 deaths, including 46 Americans, and leaving more than 60 individuals held hostage in Gaza. The situation ignited fears of rising antisemitism worldwide, and Tzur chose to respond with action.
Having lived in Israel for six years and maintaining close family ties there, the crisis hits close to home to Tzur.
“I felt guilty watching the horrifying situation get even worse,” she said. “My friends and family were in constant danger while I was safe; that’s when I started to think about ways I could help from afar.”
Combining her love of jewelry-making with her desire to make a difference, Tzur launched her brand with a mission. She handcrafts each piece herself—designing modern, stylish jewelry priced between $8 and $64. By marketing her products on social media and creating a user-friendly website, Tzur has made her pieces accessible across the United States.
The bracelets, adorned with pearl and gold-plated beads, often feature empowering messages like “Bring Them Home” and “Stand with Israel.” For customers, these accessories go beyond aesthetics—they’re a symbol of unity and solidarity.
“The pieces are great quality,” sophomore Lily Epstein, a customer, said. “They’re sleek, good quality, and add a nice touch to my outfit. I also get to support a cause that means a lot to me.”
Tzur’s work has resonated beyond her immediate community. Pro-Israel Instagram influencers, including Lizzy Savety and
Montana Tucker, have showcased her jewerly—promoting her cause. So far, the initiative has raised over $10,500.
Looking ahead, Tzur plans to expand her impact by hosting more pop-up events and continuing to raise awareness about antisemitism. As she grows her business, she’s also developing as a young entrepreneur—combining creativity with a commitment to making a difference.
“This isn’t just about helping Israel,” Tzur said. “It’s about turning something I love into a way to contribute to something bigger.”
