Not 2 Shabbey

What Not 2 Shabbey does

Not 2 Shabbey is a privately held, bootstrapped direct-to-consumer e-commerce business founded in 2009 by Abbey and headquartered in Passaic, NJ. The company sells Jewish-themed DIY craft kits and hand-painted finished art pieces through a Shopify storefront, serving individual Jewish consumers, gift-givers, and institutions such as schools and camps. The product portfolio spans four lines: diamond art kits (Shevatim, Ushpezin, L'Kavod Shabbos, Kotel Reflections, The Chayelet), a Tanach-inspired coloring book (Color Me: Tanach), hand-painted cake domes ($325-$375, including custom commissions), and holiday Judaica including Simanim cards, benchers, Kiddush cards, and honey jars ($18-$72).

The underlying technology stack is a standard Shopify storefront with standard payment integrations (Shop Pay, Apple Pay, Google Pay, PayPal, Visa, Mastercard, Amex, Discover, Diners Club). The proprietary value sits in the founder's original artwork library — culturally specific designs featuring the 12 Tribes, Ushpizin, Kotel imagery, and Tanach verses — which is then converted into diamond art patterns and coloring book formats or applied as hand-painted finishes on glass domes and honey jars. The business previously operated a physical storefront and international shipping before transitioning to a US-only online operation.

Revenue mechanics are entirely transactional with no subscription or recurring components. Unit pricing ranges from $14.95 (coloring books) to $375 (custom cake domes), with diamond art kits between $70 and $120. The go-to-market motion is direct-to-consumer only — email newsletter capture for early access, SEO/product page content, and on-site customer testimonials form the marketing mix, with no wholesale, retail, or marketplace distribution. Geographic reach is restricted to the United States despite prior international operations, and the company employs approximately 9 people.

Name

Not 2 Shabbey

Legal name

Not 2 Shabbey

Website

https://not2shabbey.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Not 2 Shabbey is a bootstrapped Passaic, NJ-based direct-to-consumer e-commerce brand selling Jewish-themed DIY diamond art kits, coloring books, hand-painted cake domes, and holiday Judaica through a Shopify storefront, serving individual Jewish consumers, gift-givers, and Jewish institutions.

Ownership category

akta.pro rank

Product category

Handmade Judaica & Craft Kits

NAICS

Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (459420), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Hobby, Toy & Game Shops (5945), Costume Jewelry & Novelties (3960), Greeting Cards (2771)

akta.pro primary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

akta.pro secondary industry

Seasonal & Holiday Craft Supplies Retail (CRALACAI)

Keywords

• Diamond art kits
• Judaica craft products
• Hand-painted glassware
• Jewish holiday items
• Coloring books

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Finished Art Sales: Direct sales of hand-painted cake domes and decorative items. One-time purchase model with prices ranging from $325-$375 for custom hand-painted domes. Revenue is generated per transaction with no recurring component.
2. Craft Kit Sales: Sales of DIY diamond art kits and coloring books. One-time purchase model with kit prices ranging from $14.95 for coloring books to $120 for multi-piece sets like the 12 Shevatim collection. Individual diamond art designs priced between $70-$120.
3. Holiday & Judaica Products: Sales of holiday-themed items including Simanim cards ($18), Bencher sets ($72), Kiddush cards, and honey jars ($40-$45). One-time purchase items designed for Jewish holidays like Rosh Hashanah and Sukkot.
4. Custom/Commissioned Pieces: Custom hand-painted cake domes where customers choose colors, florals, and overall design. After order placement, the team reaches out within 24 hours to begin the design process.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Not 2 Shabbey designs, manufactures, and sells Jewish-themed DIY diamond art kits, coloring books, hand-painted cake domes, and holiday Judaica items (honey jars, Simanim cards, Kiddush cards, benchers) directly to consumers through a Shopify-powered online storefront. Products are sold as one-time purchases with no subscription model.

Product overview

Not 2 Shabbey is a creative arts company offering a portfolio of DIY craft kits and hand-painted finished art products. The core offerings span four main product lines: (1) Diamond Art Kits including Shevatim (12 Tribes), Ushpezin (7 Ushpizin), L'Kavod Shabbos, Kotel Reflections, and The Chayelet; (2) Coloring Books featuring Color Me: Tanach with verses from Tanach; (3) Hand-Painted Cake Domes including Rose, Orchid, Hydrangea, Garden, and Custom designs; and (4) Holiday/Judaica items including honey jars, Simanim cards, Kiddush cards, and benchers for Rosh Hashanah and Sukkot. Products are sold through a Shopify-powered e-commerce store with a focus on Jewish-themed creative arts.

Differentiator

Problem solved

Functional benefit

Products and services

• Color Me: Tanach Coloring Book An 8.5x8.5 inch coloring book featuring verses from Tehillim, Mishlei, and Pirkei Avot with thick perforated pages suitable for markers and pencils. Targeted at Jewish consumers seeking meaningful creative activities.
• Shevatim Diamond Art Pack Set of 12 diamond art designs featuring the 12 Tribes of Israel (Shevatim) with Hebrew text and shimmering accents on premium thick canvas. Premium complete kit for Jewish consumers and institutions.
• Ushpezin Diamond Art Pack Set of 7 diamond art designs featuring the seven Ushpizin (Avraham, Yitzchak, Yaakov, Yosef, Moshe, Aaron, and Dovid) with Hebrew text; 8x8 inch canvas with 34-38 color palette per design.
• L'Kavod Shabbos Diamond Art Kit 12x12 inch diamond art kit featuring a Shabbos table scene with glowing candles, rich challahs, and Hebrew accents; includes 35-40 colors and a full tool kit.
• Kotel Reflections Diamond Art Kit 12x12 inch diamond art kit featuring the Kotel (Western Wall) with 35-40 carefully chosen colors and subtle Hebrew detailing.
• The Chayelet Diamond Art Kit 12x12 inch diamond art kit featuring an Israeli soldier at the Kotel with the Israeli flag, using 36-40 colors to capture depth and emotion.
• Rose Cake Dome Hand-painted glass dome featuring signature oversized cabbage roses on natural acacia wood base with seal for freshness; intended as a decorative Judaica piece for displaying cake.
• Orchid Cake Dome Hand-painted glass dome with elegant orchid design and clean lines on solid acacia wood base; 10 inch inner cake space, 11 inch round base, 12 inches high.
• Hydrangea Cake Dome Hand-painted glass dome featuring delicate clusters of hydrangeas in soft natural tones on solid acacia wood base with seal for freshness.
• Garden Cake Dome Hand-painted glass dome featuring signature oversized cabbage roses and hydrangea flowers on natural acacia wood base.
• Custom Cake Dome Fully custom hand-painted cake dome where customers choose colors, florals, and overall vibe; team contacts customer within 24 hours of order placement to begin the design process.
• Floral Fall Bencher Set Set of 6 benchers featuring Birkat Hamazon and after-meal blessings in a floral fall theme; printed on high-quality material with durable envelope packaging for Sukkot use.
• Floral Fall Metal Kiddush Cards - Sukkot Edition Set of 6 metal 6x8 Kiddush cards featuring Sukkot Kiddush on front and Ushpizin blessing on reverse; wipe-clean durable metal with floral fall theme.
• Floral Metal Simanim Card Set Set of 6 Simanim cards featuring traditional Rosh Hashanah blessings for symbolic foods in Hebrew with English translation; 6x9 inch durable metal with floral wreath design.
• Hand-Painted Floral Honey Jar Hand-painted glass honey jar with vibrant floral designs and Hebrew text 'L'Shanah Tovah U'Metukah'; includes matching glass lid and dipper with gold detailing for Rosh Hashanah.
• Hexagon Glass Honey Jar Hexagon-shaped hand-painted glass honey jar available in soft blue blossoms or romantic pink roses; includes wooden lid with dipper, designed for Rosh Hashanah.

Quantifiable outcome

• Each diamond art design provides approximately 7-8 hours of creative activity
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ModernTribe: Modern Judaica retailer offering a curated mix of Jewish home goods, gifts, and ceremonial items online. Most direct competitor in combining contemporary Jewish design with a DTC e-commerce model.
• Yair Emanuel: Israeli artist brand selling hand-painted Judaica including candlesticks, honey dishes, and decorative pieces. Closely comparable to Not 2 Shabbey on the hand-painted Judaica products (cake domes, honey jars) and price-point positioning.
• Judaica.com: Long-established online Judaica retailer carrying menorahs, kippot, holiday items, and giftware. Comparable in DTC Judaica retail and gift/holiday category overlap.
• Ben's Jewish Gift Shop: Online Jewish gift retailer specializing in Bar/Bat Mitzvah, wedding, and holiday gifts. Comparable as a Judaica e-commerce brand targeting the same gift-giving customer segment.
• Diamond Art Club: Premium diamond art kit brand selling licensed and original designs directly to consumers. Most direct competitor on the diamond art kit product category, with comparable premium pricing and Shopify DTC motion.
• The Jewish Museum Shop: Online Judaica gift shop operated by The Jewish Museum, offering curated Jewish-themed gifts, art, and home goods. Comparable customer base and gift-giving use case.
• Arbel Designs: Israeli-made Judaica brand offering cast metal art, home décor, and ceremonial pieces. Comparable on artistic Judaica products and gift-shop positioning.

Emerging players

• Leisure Arts: Craft kit publisher and retailer offering diamond art, coloring, and hobby kits. Comparable on the DIY craft kit product category with potential to expand into Jewish-themed designs, posing a competitive threat.

Broad incumbents

• Etsy (Judaica vertical): Global marketplace for handmade and custom goods, hosting a large Jewish/Judaica seller ecosystem. Represents both a sales channel opportunity and a competitive substitute for the hand-painted cake dome and custom Judaica offerings.
• Michaels Stores: Largest North American specialty retailer of arts, crafts, and hobby supplies, with diamond art kits and coloring books. Comparable on craft kit retail but operates at much broader scale and inventory depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/not-2-shabbey

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Not 2 Shabbey