Join The Conversation With Mishpacha's Weekly Newsletter



Table Talk: Esti Berkowitz

Malky Lowinger

Meet Esti Berkowitz aka The Prime Time Parent: “I traded in my corporate credit card and invested in spirituality”

Wednesday, February 08, 2017

 Mishpacha image

MODEL MOMMY Esti’s regularly invited to special events and behind-the-scenes tours hosted by big businesses across the country. She’s been down this route before, as a young marketing executive, but this time it’s different. “I’m a sheitel-wearing, modestly dressed mom, and people realize that I’m unique. But they respect that. I try to be a role model wherever I go”

I t’s a blustery day in Brooklyn, but despite the weather I make my way over to Boro Park to meet Esti Berkowitz at Urbana for lunch. Esti is a self-described “lifestyle blogger” as well as a marketing expert who discovered her Jewish heritage in adulthood. As she puts it, “I traded in my corporate credit card and invested in spirituality.”

Parking on 13th Avenue is surprisingly easy, no doubt because most people have decided not to venture out in this weather. Thus do I feed the meter and enter Urbana, Boro Park’s swanky new eatery, located on 53rd Street, off 13th Avenue.

Once inside, I feel like I’ve entered another dimension. With Urbana’s dim lighting, low-hanging fixtures, gold accents, and creative design elements, you quickly forget about the nasty weather and the honking outside.

I am greeted by Andree, who ushers me over to a quiet table in an alcove cleverly set apart from the rest of eatery. This little niche perfectly suits our purposes. Not large enough for a sheva brachos, but certainly appropriate for a business meeting or perhaps a birthday celebration; it’s one of the nice little surprises I discover here at Urbana.

Sara Grossman and her husband, Ben, are the brains behind Urbana. They wanted to create a distinctive dining experience that was creative and refreshing, upscale but not intimidating. They call it “inspired dining.”

Esti and I settle in, and she begins to tell me about her background. She grew up in a secular home in Chicago and as an adult became actively involved in the world of corporate marketing. “The world of advertising always interested me,” she says.

It’s easy to see how she became successful in her chosen field. She’s bright, engaging, and insightful, passionate about what she cares about, and pursues her interests relentlessly.

Esti clarifies the difference between marketing and advertising. Marketing, she says, is the process of strategically bringing your brand to the market. “It breaks down to the who, what, when, where, and why of a product or business,” she explains.

Once all that is established, “advertising can be successfully promoted.” Advertising is thus a key component of marketing, says Esti. “You can’t have one without the other. It just won’t work.”

“I got interested in Shabbat,” she says. “It was so beautiful, like a dinner party but where everyone talks about meaningful things. I thought to myself, I want to have this in my life”

Big corporations spend vast amounts of money on their marketing campaigns, way more than most small businesses or entrepreneurs can fathom. Still, says Esti, we can all learn a lot from their strategies. “These days, there are fact-finding and research opportunities easily available to all. Just follow these big companies on their sites, read customer feedback, check out the reviews, and see what people are saying about their services. You can really learn a lot this way.”

Esti inherited her passion for this career from her father. “He was executive creative director at a major advertising agency. He came up with the best taglines. He would often personally go down to the supermarkets and ask customers why they liked shopping in these stores.”

But times have changed and technology, says Esti, has transformed the world of marketing. “Brands and consumers can now talk to each other without even leaving their homes. This is a huge game changer.”

Related Stories

Inside Job: Graphic Designer

Rachel Bachrach

Three graphic designers dish about the impact of the Internet, their favorite colors, and what they ...

Kitchen Encounters: The Cholent Kickoff

Malkie Schulman

At The Abrams Hebrew Academy of Yardley, Pennsylvania, Super Bowl Friday is transformed into an oppo...

The Great Jewish American Novel

Leah Milstein

I opened a new document and hit ‘File, Save As’: The Great Jewish American Novel 1.doc. Success cour...

Share this page with a friend. Fill in the information below, and we'll email your friend a link to this page on your behalf.

Your name
Your email address
You friend's name
Your friend's email address
Please type the characters you see in the image into the box provided.
CAPTCHA
Message


MM217
 
Not a Newspaper
Shoshana Friedman A deeper difference between newspapers and magazines
Services in Shards
Rabbi Moshe Grylak “Such a painful, malicious lie!”
The Pittsburgh Protests: All Politics All the Time
Yonoson Rosenblum The old rule — “no enemies on the left” — still applies
Danger: School Crossing
Eytan Kobre The hypocrisy of YAFFED’s assertion is breathtaking
Real Laughter and Real Tears
Rabbi Avrohom Neuberger The two sides of a life lived with emunah
Work/Life Solutions with Eli Langer
Moe Mernick I was proud to be “that guy with the yarmulke”
Is Ktchong! a Mitzvah? When Prayer and Charity Collide
Rabbi Emanuel Feldman These cannot both be done effectively at the same time
An Honest Shidduch
Jacob L. Freedman “Baruch Hashem I’m cured, and this will be my secret”
A Blessing in Disguise
Riki Goldstein “I never thought the song would catch on as it has”
Ishay and Motti Strike a Common Chord
Riki Goldstein Bringing together two worlds of Jewish music
What’s your favorite Motzaei Shabbos niggun?
Riki Goldstein From the holy and separate back to the mundane
Rightfully Mine
Faigy Peritzman Don’t regret the job you didn’t land; it was never yours
Growing Greener Grass
Sarah Chana Radcliffe Nurture your blessings and watch them blossom
My Way or the High Way
Rebbetzin Debbie Greenblatt We know what we want — but do we know what He wants?