By Libby Herz
Emerald, ice blue, indigo, and taupe.
Esther Aronov (nee Bekhor) eagerly folded her new brand-new headscarves into half squares. She was excited about the newness of married life, and looked forward to covering her hair with flattering colors and patterns. But after one week, Esther noticed that covering her hair with scarves came with an unexpected drawback.
“The headscarves kept falling back and she was constantly adjusting them,” says her husband, Levi Aronov. Esther tried to solve the problem by layering a velvet band beneath them, but the bands kept slipping back and added unsightly bulk. The extra layer also added heat during activities like fast walking and jogging. So Esther tried scarves in various materials, but the issue persisted.
With a background in retail, Esther was determined to find a better way. “We are both motivated people and problem solvers,” says Esther. “We knew there had to be a solution.”
Observant Jewish women all over the world face similar issues with hair covering, so Levi, who is also the owner of Railroad Barber, traded his clippers for a sewing machine.
He cut open a sheitel band and sewed it right into the tichel. Esther wrapped the scarf around her head. Her tichel stayed put. “It worked like a charm,” she says.
The goal was much more than a beautiful headscarf. The scarf needed to have staying power unlike any other headscarf available. Levi produced design after design and Esther tested them out. “We tried the strip, the circle, and a couple of other shapes,” he says.
Trial after trial, the couple finally discovered that the triangle was the perfect shape for the velvet add-on because it covered the largest amount of surface while remaining indiscernible through the top of the headscarf.
The Aronovs sent their prototype to manufacturers and perfected the details until the design was impeccable. They dubbed their design HalfASquare. By October, the headscarves were ready for retail.
Since then, they have been flying off the shelves. “I already had to order them three times,” says Chaya Pinson, the owner of Totally Her in Crown Heights. Tova, from The Stocking Exchange in Monsey, notes the high demand for the tichels. “I like to believe in what I’m selling,” she said after trying one on, “and it does not slip at all.”
HalfASquare has taken social media by storm. “Does. Not. Move.” says one thrilled Instagrammer. ”I haven’t needed to adjust it since I put it on three hours ago. Incredible!”
“I had to fix it once,” says another enthusiast, “compared to the thirty plus times a day I usually need to fix it.”
Active women love this unique headscarf because it stands up to vigorous activities like running, gymnastics, swimming, boating, and biking.
And it’s not only exercisers who rave about HalfASquare headscarves. “Finally a headscarf that stays on your head, even after you sneeze!” the HalfASquare website reads. The scarf also caters to those who suffer from headaches, as the velvet keeps the tichel in place eliminating the need to tie it tightly.
To keep up with growing demand, the Aronovs offer international shipping to France, Italy, Israel, Canada, and Australia.
The airy and lightweight collection includes florals, solids, dotted designs, and luscious velvets perfect for cold winter days. The wide range of colors are sure to flatter every skin tone with hues creatively named Not Red Wine, Grandpa’s Blue Jeans, Flip Flop Sage, Chai Latte, and more.
The reasonable price point of $22 means that even those on a tight budget can spice up their wardrobes with the collection.
HalfASquare head scarves provide a modern solution to a centuries-old concern for observant women. “We’re so glad we’re able to solve this problem!” says Esther. “Thank you for making us a part of your wardrobe.”
For more, visit halfasquare.com