G. Yafit

Israeli businesswoman (1951–2021)

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Yafit Greenberg

Born	(1951-08-09)9 August 1951 Bnei Brak, Israel
Died	30 November 2021(2021-11-30) (aged 70) Petah Tikva, Israel
Burial place	Kiryat Shaul Cemetery
Education	Bar-Ilan University
Occupation(s)	Advertiser Businessperson

Yafit Greenberg (Hebrew: יפית גרינברג; 9 August 1951 – 30 November 2021), commonly known as G. Yafit (Hebrew: ג. יפית, Gimmel Yafit), was an Israeli businesswoman specialising in advertising.^[1]

Biography

Greenberg was born Yaffa Maimon^[2] in Bnei Brak in 1951 to a traditionalist Jewish family who had immigrated from Tripoli in Libya, and was one of five daughters. She studied geography and education at Bar-Ilan University.^[3]

She began working in marketing for Lahitun magazine,^[3] before switching to advertising, establishing the G. Yafit company in 1977.^[4] The company initially posted advertisements in newspapers, the first of which was an advert for Tadiran refrigerators in Yedioth Ahronoth.^[4] When commercial television began broadcasting in 1993, she began offering low-cost advertisement slots in a similar style to the newspaper adverts. Her unusual advertising style^[5] saw her front the advert herself to talk about the product. Her daughter-in-law, Maya Yeshayahu, also began appearing alongside her in the adverts.^[2]

In June 2014 a group of investors led by G. Yafit acquired the Steimatzky bookstore chain from Markstone Capital Partners.^[6]

She died of cancer on 30 November 2021 at the age of 70.^[2]

References

^ Lauder to sell Channel 10 stake to Yafit Greenberg Globes, 17 November 2013
^ ^a ^b ^c אשת העסקים והפרסום ג. יפית הלכה לעולמה בגיל 70 Walla, 30 November 1951
^ ^a ^b ג. יפית הלכה לעולמה בגיל 70 Yedioth Ahronoth, 30 November 2021
^ ^a ^b About Us Archived 21 July 2011 at the Wayback Machine G. Yafit (in Hebrew)
^ Orna Coussin (8 March 2006). "A woman's work is still not done". Haaretz. Retrieved 13 January 2014.
^ Israeli Bookstore Chain Steimatzky Sold to Investor Group Headed by Gimel Yafit Haaretz, 20 June 2014