From Sydney to Startup: Australian Lawyer Quits Job During Iran War to Launch Babywear Brand

Miriam Agranat, a 33-year-old Australian lawyer, made aliyah to Israel just before October 7, had her third baby, and then quit her NGO job during the war with Iran to launch a babywear brand called Tiftaf. Her story is one of bold entrepreneurship and resilience in the face of adversity.

Agranat grew up in a strongly Zionist home in Sydney, attended a Zionist school, and was active in the Bnei Akiva youth movement. A high school trip to Israel had a profound impact on her, making it hard to adjust back to life in Australia. She earned a law degree from Macquarie University and worked at a large corporate law firm before shifting to venture capital, which she found more fulfilling.

Despite the comfort of life in Australia, she and her husband Ori felt something was missing. They decided to make the move to Israel with their two young children, choosing Modi'in for its central location and welcoming Anglo community. They arrived in August 2023, just before the war, but Agranat insists it was one of the best decisions they ever made.

During maternity leave after her third child, Agranat found an outlet for her long-held entrepreneurial desire. She couldn't find baby clothing in Israel that met her Australian standards, so she decided to create her own. She named her brand Tiftaf, meaning "droplets" in Hebrew, because it's catchy, playful, and filled with Israeli soul.

Agranat built Tiftaf as a one-woman operation, teaching herself design, manufacturing, importing, marketing, and brand-building. Her father, a serial e-commerce entrepreneur, helped with the technical side. The first product is an infant onesie made from organic cotton and bamboo, featuring a two-way zipper, fold-over feet, and fold-over sleeves. She collaborates with Israeli local artists to create bold, colorful prints in limited drops, making each piece a collectible.

Launching during the war with Iran was challenging. Shipping was touch-and-go, and she had to deal with customs and FedEx daily. But the response was "exceptional and mind-blowing" – within five minutes of going live, she had 40 people at checkout, and after a week, she'd sold half her stock. Social media influencers discovered the brand organically, and the community rallied behind this small, female-led business.

Agranat believes that part of building a life in Israel is noticing where things can be better and taking responsibility to improve them. She echoes the phrase "If not me, then who?" and feels a duty to contribute to building the country she wants to live in.

Her story is an inspiration to anyone considering a bold career change or starting a business in uncertain times. It shows that with determination and community support, you can turn a dream into reality, even amidst a war.