Plastic surgeon Jacky Govrin, left, and his brother, biomedical engineer Dael Govreen-Segal.
Behind the scenes at ISRAEL21c

ISRAEL21c story on new breast implant sparks global interest

On January 9, ISRAEL21c broke the news to the English-speaking public about a revolutionary Israeli invention now entering the European market: B-Lite – the world’s lightest-weight breast implant.

Dael Govreen-Segal, the biomedical engineer who worked for years to perfect B-Lite on the suggestion of his brother, plastic surgeon Dr. Jacky Govrin, tells ISRAEL21c that the article spawned a flurry of interest from would-be patients as well as distributors, marketers and other professionals eager to learn more about the G & G Biotechnology product.

“The initial awareness snowballed,” he says. “For us, the article on ISRAEL21c was the first one we did in the English language, and that gave us significant exposure in that there is quite a diverse readership. Following the article’s publication, we got a lot of approaches from women, from distributors and from various service providers offering marketing, legal and IT services. We also had two approaches from potential investors.”

These inquiries, to his surprise, came not only from North America but also from South Korea, New Zealand and various European countries.

B-Lite, the product making waves.

B-Lite, the product making waves.

“The other thing that happened is that the [UK] Daily Mail on Sunday picked up the [ISRAEL21c] article and did its own article about us. Then, in a funny twist, The Marker in Israel picked up the story from the Daily Mail so it’s kind of like a ping-pong game.”

Govreen-Segal noticed as well that the ISRAEL21c article was reposted and reprinted “pretty much as is” in blogs (such as DocsTalk), Jewish newspapers and websites such as the Heritage Florida Jewish News and Shalom Life, professional websites (such as Plastic Surgery Portal) as well as a Canadian newspaper.

“We will follow up with all those who contacted us,” Govreen-Segal says. “It’s been very good exposure for us and we are very grateful to you for the article.”

Behind the scenes at ISRAEL21c,Innovation,Internet

Welcome to a new way of reading ISRAEL21c

The staff of ISRAEL21c and Roojoom meet for a training session.

The staff of ISRAEL21c and Roojoom meet for a training session.

At ISRAEL21c we are always looking for ways to make your experience as a reader better and to bring you content in new and interesting ways.

We especially like it when we can combine this with innovative and exciting Israeli technologies. With this in mind we are announcing a new partnership with Tel Aviv start-up Roojoom.

Roojoom, which won Most Promising Startup at the Microsoft Ventures Tel Aviv Accelerator, has developed a dynamic experience for sharing and reading content on the web.

Using Roojooms we can bundle and organize our stories and videos in a completely new way, guiding you through some of the most fascinating topics going on in Israel right now, step by step, without you having to stop and search for anything.

ISRAEL21c launches its first Roojoom today – about food in Israel – you can see it at the bottom of this story, and also in the right hand column of our home page. Just click on it to go in, and follow the path.

Week by week – sometimes twice a week – we will add a new Roojoom for you to experience on a wide range of absorbing subjects.

Using a Roojoom is fun and interesting, and we hope you enjoy this new way of reading our stories.

Look for the Roojooms on our home page, and in our Facebook and Twitter feeds, and feel free to share them widely with friends, family, neighbors and colleagues.

We’d love to hear what you think about them, and we’d love even more to know if there are any subjects you’d like to see us create a Roojoom about. Go on, get wild – if we’ve written stories on the subject in the past, we can create a Roojoom.

You can send your suggestions to


Behind the scenes at ISRAEL21c

ISRAEL21c write-up leads to romantic match-up

Lara Porter showing off her “stellar ring” after accepting Pinhus Dashevsky’s proposal. Photo by Ira Machefsky

Just before Valentine’s Day 2012, ISRAEL21c included Astronomy Israel’s nighttime star tours in Mitzpeh Ramon as one of the top 10 romantic spots in Israel.

Ira Machefsky, the American émigré who runs the tours in the Negev town, then posted the following offer on his website, “Propose on a star tour and it’s free!”

On the night of January 13, he reports happily, it happened.

“The offer has been there almost two years and finally a couple took me up on it,” he tells ISRAEL21c.

Pinhus Dashevsky and Lara Porter, both New York college students, got engaged on a star tour that Dashevsky arranged in advance as the high point of their winter-break vacation in Israel.

“They met on a plane to Israel three years ago, and then a few months later they were both on the same summer program in Israel,” Machefsky relates. “They got to know each other as friends, and one thing led to another.”

In planning their vacation, Dashevsky searched online for a way to indulge his girlfriend’s love of the stars. He discovered Astronomy Israel and called to make a reservation, explaining his wish to propose marriage at the end of the session.

When the moment arrived on that chilly Monday night, Machefsky began playing one of the romantic MP3 files that Dashevsky had sent him ahead of time, and excused himself from the scene – but stayed close enough to hear the words, “Will you marry me?”

Engagement party at the Green Backpackers lodge. Photo by Ira Machefsky

“I’m happy to say she did agree, and we broke out the champagne and had a little toast in the desert,” says Machefsky.

“I got to see the ring. It was a stellar ring,” he puns. “Then we went to where they were staying at the Green Backpackers lodge, where we’d arranged a party with cake and wine.”

Machefsky stresses that his free offer still stands for any about-to-get-engaged couple heading to Mitzpeh Ramon. “Come on down and get hitched!”

Getting a manicure in Israel is a serious business.
Israel in Pictures,Picture of the Week

Photo of the Week – Anyone for a manicure?

A bird’s eye view of a manicure stand at the busy 260-store Malcha Mall in Jerusalem. The photo was taken by photographer Meital Cohen, from Flash90.

If you’ve got a photograph you’d like to feature on ISRAEL21c please send it in high resolution to Every week we will choose the best one to feature on our pages.

Israel in Pictures,Picture of the Week

Photo of the Week – Finally, rain

It was the question on everyone’s lips this November – where is the rain? After months and months of summer sunshine, even the biggest sun-lovers were starting to get fed up as temperatures stayed high late into the month – sometimes even topping 36 degrees centigrade.
According to figures released by the Israel Meteorological Service at the start of December, Israel in November recorded some of its lowest ever rainfall levels in 55-70 years (when records began). It was also the hottest November in 60 years.
The rain and cold weather Israel is currently experiencing will continue until tomorrow, when a new cold front is due in – bringing thunderstorms, high winds and low temperatures to all parts of the country. There’s even a chance of snow in Jerusalem.
This week’s photo of the week was taken in Jerusalem during the current storm by Miriam Alster of Flash90.
If you’ve got a photograph you’d like to feature on ISRAEL21c please send it in high resolution to Every week we will choose the best one to feature on our pages.