Religious Couple Sparks Intimacy Revolution With Approved Pleasure Products in Israel

About a decade ago, Limor Kleinman, then volunteering as a mikveh attendant, discovered a significant gap between the sexual education she received in her religious school and the real experiences of religious women she met. Now a certified sex counselor and mother of four, Limor and her husband David run "Veahavtem," an online store selling rabbinically approved intimacy products tailored for the religious community. Their discreet packaging and delivery reach even the most insular Hasidic groups.

Limor recalls that many religious women viewed marital intimacy as a burdensome obligation rather than a joyful mitzvah, often lacking pleasure due to misconceptions and societal taboos. She and David, a religious educator and synagogue gabbai, sought rabbinic approval from Rabbi Rafi Ostroff of the Gush Etzion Religious Council to ensure their products aligned with Jewish law. This approval was crucial to overcoming initial resistance and legitimizing their mission.

The couple’s initiative aims to help religious couples maintain passion and connection over long marriages, addressing issues like physical wear, pregnancy, and lack of sexual education. Limor shares stories of women discovering pleasure for the first time in decades and older couples revitalizing their intimacy after years of struggle. Their product line recently expanded to include BDSM-inspired items, rebranded as "trust and submission" to fit religious values and promote marital harmony.

David also teaches sexuality workshops to soldiers in the reserves, noting a shift in attitudes post-October 7, with increased awareness of the impact of military service on relationships. He emphasizes the importance of a respectful, non-vulgar language around sexuality, which they have cultivated through their work.

Marketing "Veahavtem" is challenging due to social media restrictions, so they rely on newsletters, blogs, and printed materials distributed in mikvehs. Surprisingly, their clientele includes ultra-Orthodox sects like Satmar and Gur, as well as secular customers who appreciate the respectful approach. Limor stresses that their work is driven by the Jewish value of shalom bayit (peace in the home), aiming to break silence and stigma around sexuality in the religious sector.