Eizeh Yofi: Say what??


My super adorable logo created by the very talented Shana Stein of Stein Design in Montreal.

My super adorable logo created by the very talented Shana Stein of Stein Design in Montreal.

Over the last little while, as my name has been getting out there, I’ve had more than a few people cock their heads to the side and say “Eizeh Yofi? What the heck does that mean??”. They say this with a smile on their faces, and I know I could have called my business “Rama-lama-ding-dong” and people would still appreciate me as a makeup artist (and esthetician), but I wanted to go on record and explain what Eizeh Yofi means, both in a general sense and to me in specific. At the very least, it’ll shed a little more light on who I am as a person and what my personality is like…in case you haven’t picked up on that yet. Razz

As I’ve mentioned in previous posts (and one of my youtube videos; go check it out!) I happen to be an Orthodox Jew.  As I’m sure you can tell by the fact that I have a blog (and facebook, and instagram and…), this doesn’t exclude me from the modern world of technology or amazing makeup, it just gives me guidance to navigate my way through this life and all the blessings and challenges it brings with it. Part of being Jewish includes the Hebrew language, and although I’m not fluent in it, I do use many of it’s more colourful and emphatic expressions in much of my everyday discourse. Eizeh Yofi happens to be one of them. This is a Hebrew phrase that one would exclaim (and mark my words, it would be exclaimed, not simply spoken; ask any Israeli for confirmation) upon seeing someone or something very beautiful. Imagine your sister or best friend is getting married and, after half an hour cloistered in the bride’s room putting on her gown, she emerges, the picture perfect bride in all her dazzling glory. That’s an “Eizeh yofi!!” moment. Well, if you speak Hebrew anyway.  Eizeh yofi is an enthusiastic, excited, positive and affectionate proclamation that I use all the time whether it’s when a friend of mine comes out of the dressing room at Winners looking like a super model or one of my kids draws me a picture of our family as spindly, little, stick figures. It’s vibrant and unapologetic for its cheer and makes the person who it’s said to, as well as the person who says it, feel uplifted. I really can’t help but smile every time I say it, even if it’s for no reason at all.

When I was deciding on a name for my business, I tinkered with many different ideas: I could just use my name on it’s own, Rina Deutsch but everyone has trouble pronouncing my last name, so that was out. Then there was “Beauty by Rina” but that was just too boring. I thought about being “Rina D” for a while, and I did actually use it for a bit, but it had no flair, no fun, no personality. I thought about and agonized over what to choose as my business name because I wanted it to be more than just a name, I wanted it to be a brand. I wanted it to be a reflection of who I am and what I bring to the party, other than makeup skills. The assumption with a makeup artist is that she or he has some sort of talent when it comes to makeup application, but sometimes what sets us apart is our personalities, how easy we are to work with, how fun we are to be around, that sort of thing. I wanted people to know, from one look at my card, that I’m someone you want to have around because, not only will I do a great job with your makeup, we will have some serious fun doing it. Eizeh Yofi summed that all up for me, wrapped it up in a neat little package, and even threw in the Jewish cultural reference which is a huge part of who I am too. It just kinda came to me and I thought “Man, that’s PERFECT!”.

I hope that this post has explained both the concrete and more abstract meanings of Eizeh Yofi and why I chose it. I also hope that one day we’ll have the opportunity to meet, do some incredible makeup or a fantastic facial, look in the mirror together and shout “Eizeh Yofi!!!” in its truest spirit!

Have a beautiful day,

Rina Smile

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