Los Angeles, California (PRWEB) February 28, 2012
What does it really take to feel strong, vibrant, healthy and young, well into old age? It may be as simple as wearing the new line of jewelry by Alef Bet that includes a red string bracelet talisman or a hand-shaped Hamsa amulet. Alef Bet Jewelry has created a line of anti-aging amulet jewelry to make you feel young without the costly creams or injections. Based in Los Angeles, Alef Bet was created in 1996 by a mother and daughter team, Paula Brooks and Alissa Haroush, who found that contemporary religious and spiritual jewelry was missing from the marketplace.
According to The Huffington Post (August 20, 2011), the Baby Boomer market now represents 70 million people who will spend $80 billion in 2011 in the US alone to look and feel young—and will spend $114 billion by the year 2015, according to the market research firm Global Industry Analysts.
These dollars are spent on a staggering array of products and services ranging from cosmetic surgery and injectibles such as Botox and Restylane, to vitamins, human growth hormones, hair replacement and tooth whiteners. Paula Brooks and Alissa Haroush, the Los Angeles based mother-daughter design duo behind Alefbet.com, comment that many of the customers who purchase their hand-crafted Judaica jewelry seek a similar sense of renewal—for a considerably lower price-tag.
“Our jewelry utilizes many motifs which have been associated with strength and vitality for centuries,” comments Ms. Haroush. “Among the most familiar are symbols of the eye, against the ‘evil eye’, and the protective hand, or Hamsa, which also are the first areas of the human body to show aging.”
The delicate skin around the eyes and hands does indeed show photo damage, fine lines and other visible signs of aging as the result of thin skin density in these areas and constant exposure to the elements.
Loss of moisture, associated with skin aging, is also associated with the tradition afflictions of the ‘evil eye’. Scholar Alan Dundes, who taught folklore and world mythology at the University of California, Berkeley, observed this in his brilliant landmark essay, “Wet and Dry: The Evil Eye.” In this article, Dundes discusses that for thousands of years across the Middle East and Mediterranean, the “evil eye” has resulted in the loss of vital fluids—drought, withering of crops, drying up of oases, mother’s loss of breast-milk, and loss of potency in men. (For more information, see http://users.tns.net/~mroashan/Folklore/EvilEye.htm)
Alef Bet offers the eternal “eye” and hand motifs as contemporary, elegant pendants and bracelets for women, children, and men, hand-crafted in sterling silver, gold plate and leather, set with an array of semi-precious stones, diamonds or traditional glass beads. While Alef Bet’s designers agree that there is no substitute for sun-protection and a good eye cream in the interest of maintaining a youthful appearance, Haroush comments that “An ‘evil eye’ pendant or Hamsa bracelet couldn’t hurt.”
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