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Name: Dr. Leon of Tzfat.com

Type of business: Designs and sells jewelry emphasizing ancient Israeli coins and themes.

Address: 163 East Main St. Suite 228, Little Falls

Telephone: (201) 694-8297

Web site: drleonoftzfat.com

Founded: 2009

Top officer: Dr. Leon Waller, owner

How would you describe your business?

"I like to create art and jewelry that combine a classic timeless beauty with eternal meaning and something that makes you feel good every time you wear it," said Dr. Leon Waller, an internist in New Jersey who commutes to Israel. Dr. Waller designs jewelry and Judaica items incorporating authentic ancient Jewish coins into necklaces and Maccabee mezuzahs in silver. He recently developed the Web site drleonoftzfat.com, where his jewelry can be seen and sold.

"My inspiration comes from our long and rich Jewish history and our torah values."

What makes your business special?

"Each piece of jewelry has its origin in our Jewish past. Every ancient coin used in the necklaces and mezuzah I make is guaranteed authentic and comes with a certificate of authenticity. The necklace I have developed symbolizes the essence of the Jewish heart of Solomon who when asked what was needed to be a successful ruler, he asked for a 'wise and understanding heart.' The design of the necklace is trademarked and can only be made by me. It is a silver heart wrapped in an unfurled Torah scroll with Hebrew letters. We also do special orders in gold and can add diamonds as well."

What goals do you have for the business?

"What started out as a hobby evolved into a large collection, that turned into an idea which became the basis of a business. Now we design jewelry and Judaic items with and without ancient coins. My goal is to add quality to someone's life in everything I do -- the same as in practicing medicine. Medicine is art and art is also medicine. When you make or design a piece of jewelry you feel good about it. It has a life affirming positive result like medicine."

How has your business changed?

"I started out making jewelry for my daughters and they suggested selling these pieces because they were not only beautiful, but meaningful. I would give them as bar mitzvah gifts. People who saw the jewelry would call me to make a necklace for them. The business started out as a word of mouth referral business. Now we are putting it out on the Web site."

What has been your most important deal?

"Learning about coin collecting from my father, who made me interested in old coins when he showed me the Indian head pennies then still in circulation and told me Abraham Lincoln could have held one. My interest in ancient Jewish coins broadened to include archeology. As my father before me, I used coins to teach my three daughters when they were little about Jewish history. When I started making jewelry for my daughters they suggested selling jewelry made with ancient Jewish coins because they were not only beautiful, but meaningful. If you have meaning in what you are doing. It will elevate and grow from strength to strength. People will find it especially now that it is located on the Web site."

What changes do you expect in your business in the next 10 years?

"I think that for me the most important changes will come as Jews learn to connect more and more to our history and learn more about what their role is in our future. There will be greater interest in meaningful jewelry. Greek philosophy was always trying to define the meaning of beauty. As Jews, we are more concerned with the beauty of meaning. That's what guides us."

What is the important thing you've learned in this business?

"The most important thing I've learned is helping someone feel positive and life affirming. It is a universal need. You can satisfy that universal need to add to the greater good of people by finding the common denominators in what you are doing that add to that life affirming goodness that we all have and can bring out in others to help them reach their fulfillment."

What advice would you give to someone considering your line of work?

"If you want to make jewelry with ancient artifacts, you have to learn a lot about history, become an expert in ancient coins and history. If you love it you will do it. If you want to design jewelry that is more than an attractive object to look at but also meaningful, it has to come from your heart."

Is there anything else you would rather be doing?

"No. I love medicine and I love art. I love both the medicine of art and the art of medicine."