If you live in Jerusalem and hang out at the Shuk or near Nachlaot, you may have noticed that beards in the hood suddenly are looking smoother, softer and more coiffed. If so, its thanks to the hustle displayed by Eitan Press in promoting his Aleph Male branded beard balm. Nachlaot with its ready supply of both Hassidic and Hipster beards, has been quite receptive to Eitan’s efforts. But this isn’t your usual Gary V style business hustle. Aleph Male is firmly rooted in Jewish custom and tradition. Of course it is because… Nachlaot.

Watch the interview and/or shop for your beard balm at AlephMale.com.

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Founder and Publisher of Jewlicious, David Abitbol lives in Jerusalem with his wife, newborn daughter and toddler son. Blogging as "ck" he's been blocked on twitter by the right and the left, so he's doing something right.