Our Story - Written on 10.31.07
(Written by Lauren Schwartz - Gregg's sister)

A young girl meets Santa Claus, a boy gets his cherished bb gun, and a scrooge receives visits from ghosts and spirits of the past. These are all holiday stories that depict life-changing meetings - stories we've come to know and love. Yet here is another holiday tale that has yet to be told. This one is also about special encounters and the unity of two people who create something different and magical. This is the story of Priel.

At the same point in time, both Gregg Schwartz and Almog Perel were embarking on very different journeys in their lives. Gregg, a business consultant from New York City, was suddenly overwhelmed with a sick grandmother and was spending time contemplating life's purpose. Almog was working in his small town in Northern Israel, building his bath & body business venture that he started the year before.

Almog, living with his bath and body brand, brought his business to New York in hopes of increasing sales and creating a buzz around his products. His adventures led him to the Bryant Park Holiday Fair where he ran a booth, selling the public his fine and luxurious soap and cream products from Israel. Customers loved his products, but he was
missing the business ideas to turn himself from a lone vendor into a classic entrepreneur.

Gregg, wandering the snowy streets after a visit to the hospital, stumbled upon Almog's booth at Bryant Park. Gregg was instantly captivated to the sweet scents of the lotions and soaps before him. These scents from the booth instantly drew him in and brought a smile to his face. In looking at these amazing products from Israel he was reminded of his sick grandmother who was also from Israel.

From that day forward, the two businessmen from New York and Israel went to work. They rebranded the Priel line, tested it on numerous people, built a website, and created a name for themselves in the industry. While the business strategy has taken on a different route, the products remain simple and luxurious. They make every person who
tries them feel good

Gregg and Almog have become great partners with Gregg running the sales and marketing and Almog leading in operations. For Almog, this is a chance to live the American dream. For Gregg, this is a way to bring new meaning to his life.

So how does this story end? Well, it is only the beginning. And luckily there is a chance for all to witness the fruits of Gregg and Almog's labor (literally fruit, as Priel translates to "fruits of God" in Hebrew). They will be together this year at the Bryant Park Holiday Fair and celebrating the one year anniversary of their chance encounter. Of course, they will also be there to show off their business venture and unveil the sweetest products you can imagine.