By Yael Tangir, Staff Writer
From Caracas, Venezuela to the vibrant streets of New York City, YU student Lily Schachtel (SSSB ‘25) has always had big dreams. This year, she turned those dreams into reality by launching her own jewelry brand, Bringing Israel to You (Bity). As the founder of Bity, Schachtel is transforming the way young Jewish women wear their identity – with style, pride and purpose
“There’s a gap in the market for Jewish-inspired jewelry that’s stylish, meaningful and accessible,” Schachtel told the YU Observer. “I wanted Bity to be the go-to store for young Jewish women looking for pieces that express their identity – whether it’s a Star of David necklace or a bracelet with Hebrew lettering. No other brand focuses solely on Jewish jewelry like Bity.”
The Journey of Creation
Launching a jewelry brand was no small feat. Schachtel’s journey began after a trip to Israel during the summer, which sparked her vision for Bity. From there, it took months of connecting with suppliers across the globe, from China to Italy, to ensure her designs came to life.
“After returning from Israel, I spent months connecting with suppliers, learning to design, ensure quality and build trust,” Schachtel said. “Mistakes happen, but that’s how you grow. When the first batch of jewelry finally arrived, it was an incredible moment.”
She said that although she was nervous after investing a lot into the company, she knew this was something she had to do. “I always tell myself, ‘You have to throw yourself into the ocean and swim,’” she added.
A Brand with a Mission
For Schachtel, Bity is more than jewelry: it’s a movement. Her connection to Israel and the Jewish community is at the heart of everything she creates.
“Now more than ever, with rising antisemitism, it’s crucial to stay united and show pride in being Jewish,” she said. “I’ve met many Jewish people who feel disconnected from their roots. Through Bity, I want to inspire them to embrace their identity and celebrate our connection to Israel.”
Learning, Balancing, and Growing
A student at the Sy Syms School of Business, Schachtel credits her education for much of her entrepreneurial success, noting that “YU has been instrumental.”
Her accounting courses, for example, have equipped her with essential business skills. “Running a brand is so much more than pretty jewelry on a pretty neck – it’s about numbers and execution,” she said.
Balancing a hectic school and business schedule isn’t easy for Schachtel. “Organization is key – I live by my agenda. I’m not the best student right now, but I try to balance both because graduating is important to me,” she said. “It’s about discipline, asking for help when needed and staying focused on the bigger picture.”
A Future Full of Dreams
“I dream of opening a flagship store in New York’s Upper East Side, followed by locations across America – Miami’s Aventura Mall is a big dream – and eventually, globally,” she said. “Beyond that, I want Bity to be a brand that inspires others. YU has given me so much, and I dream of sponsoring kids from Venezuela to study here, just like I was given this incredible opportunity.”
Words of Wisdom for Aspiring Entrepreneurs
Reflecting on her own journey, Schachtel has two pieces of advice for student entrepreneurs. “First, don’t stop working for your dreams. Even if those around you don’t share your vision, keep going,” she said. “Second, embrace the fear. Starting something new is scary, and not everyone will believe in you.”
“But if you believe in your dream, throw yourself into it. Work harder than ever, and don’t look back.”
Photo Caption: Bity Jewelry
Photo Credit: Lily Schachtel