WIGBOX Revolutionizes Wig Prices in Haredi Community
The Haredi community is experiencing a significant shift in the pricing of wigs, traditionally a substantial expense for women. WIGBOX, founded by Yona and Adina Goldberg, has disrupted the market by offering high-quality wigs at an average price of approximately 4,200 shekels, a stark contrast to the 30,000 to 80,000 shekels previously common for wedding or everyday wigs.
The company's journey began when Adina, a former high-tech engineer, discovered that a wig she ordered herself was indistinguishable from a luxury wig costing thousands of dollars, even to professional wig stylists. This realization, coupled with her husband Yona's background in education and smart finance, led them to create a business model that bypasses traditional markups.
WIGBOX sources wigs directly from the same suppliers used by high-end salons, cutting out intermediary costs. They emphasize that the price difference is often psychological and related to branding, not quality. The company rigorously inspects every wig, rejecting 10-15% that don't meet their strict standards, and offers customers a chance to see, feel, and try on wigs in person before purchasing.
To address the long waiting times often associated with wig purchases, especially before holidays, WIGBOX has opened a large, boutique-like center in Jerusalem's Har Hotzvim industrial zone. This facility allows customers to select and purchase a wig on the same day, avoiding the months-long wait common elsewhere. The shopping experience is designed to be comfortable, offering amenities like coffee, cookies, and private fitting areas with professional guidance.
The founders aim to promote "smart consumerism," enabling women to acquire elegant and durable wigs without the financial strain, freeing up resources for holiday celebrations and other essential expenses. The WIGBOX center is located at 1 Kriyat Mada Street, Har Hotzvim, Jerusalem.
