But while Hallmark may be No. 1
in the United States, here Palphot is
the industry leader. Founded in 1934
as the Palestine Photo company,
Palphot, like its U.S. counterparts, has
its roots in the postcard business,
catering to the Israeli tourist market.
Palphot expanded from postcards to
books about the Holy Land, which it
continues to publish in 15 languages,
to souvenirs, notably dried flower
arrangements inside cards and lami-
nated bookmarks.
Palphot specializes not in humor or
texts, but in artistic images with gen-
eral appeal. In fact, Palphot is known
in the general market for its flower
cards and, though it no longer uses
real dried flowers, has developed tech-
niques which imitate the quality of
dried flowers.
The company also keeps abreast of
trends in both the general and Jewish
markets, both of which are undergo-
ing dramatic changes. While Palphot
doesn't go as far as combining Christ-
mas and Chanukah images, the com-
pany is aware of the intermarriage
trend in holiday cards and tries to be
sensitive to that issue. Another signif-
icant trend: Symbols of Jewish
nationalism are out with Diaspora
Jews. The 1990s marked the ascent
of "anyday" cards, designed to convey
personal messages about feelings and
relationships, hopes and disappoint-
ments.
Palphot sees "anyday" cards, like the
greeting card industry as a whole, as a
North American cultural imp -ort to be
slowly assimilated. After all, Israelis are
still getting used to the idea of card-
giving as a means of expression.

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Bank Buys
Shore Capital

Jerusalem (JPFS) — Bank Leumi U.K.
has acquired 25 percent of the British
brokerage firm Shore Capital Group,
the bank said. It declined to say how
much it paid.
In a statement, Leumi said that the
partnership with Shore Capital will
help Israeli companies who wish to
raise capital in London and will sup-
ply consulting services to companies
which are interested in offering their
stocks on the London capital markets.
Shore Capital, founded in 1985, offers
stockbroking services for professional
investors, provides advisory services
for companies and assists clients to
make the most of the benefits of Mar-
gin Trading.

1-800-914-3524

21211 Haggerty Road at 8 Mile.
Next to the Novi Hilton.

4

1146E1,

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1998

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