By Naomi Ammon

From the moment the ICEJ team stepped across the threshold of the Red Carpet Center in Tel Aviv until they swept the day’s debris out the door, they were serving tirelessly — preparing food, folding clothes, painting nails, washing dishes, making tea, and distributing personal hygiene kits.

ICEJ began supporting the Red Carpet several years ago after founder Anat Brenner opened the center to offer practical help to unemployed and vulnerable women caught up in the rampant homelessness and drug abuse of south Tel Aviv. Some have turned to prostitution as a last resort against poverty. The Red Carpet center provides a welcome safe haven offering nourishing meals, warm clothes, a bed to rest in, and access to medication.

A Safe Haven with a Personal Touch
What distinguishes the Red Carpet center from other women’s shelters is its extraordinary attention to detail. The main room features a boutique-style clothing rack where volunteers act as “personal shoppers,” placing each woman’s chosen items into a shopping bag. In the showers, personalised shampoo and conditioner kits await each guest.

“Get the raspberry one for Angelique,” Anat told a volunteer searching through the fridge for a beverage. “It’s her favourite — she likes sweet things.”

Such gestures, though small, exemplify the dignity and care this center provides. And that care extends far beyond conventional limits. It is not reserved for the religious, respectful, or drug-free. Some visitors come only to pick up food or toiletries to take away. Others simply stop by for a warm drink and conversation.

Because the Red Carpet center is also a refuge from violent men, the door is closely monitored. Every person who enters is screened through a surveillance camera. Yet food, empathy, and a listening ear are offered freely to anyone passing by.

Tenderness in Hard Places
For many, such loving care is a rare, meaningful expression of tenderness in difficult circumstances.

“Hey, can I have a sweater?” a girl in her early twenties requested.

“Of course,” responded an ICEJ volunteer. “Let me see if there is something in the back.”

After digging through a basket of clothes donated by ICEJ supporters, the volunteer found many lovely dresses and floral scarves but no right size sweater.

“Sorry, Maia* this is what we have,” she offered, handing her a thin cashmere cardigan. 

“That’s fine,” Maia smiled. “Did you know I had a baby last week? I’m going to visit him this afternoon, so I want the best for him.”

Over tea and almond cake, Maia shared about her several children, currently all in governmental care systems. She does not have an apartment or reliable employment and while recovering from her C-section she relies on the Red Carpet center as a safe, clean place away from the streets to rest. As she gently chatted about her little boy and showed Anat his pictures while blow-drying her hair, it is evident how life-giving the center is for people like Maia. 

Rolling Out Real Love
Maia may not have all the opportunities she deserves, but the generous, consistent love and sacrifice offered by Anat and the team at the Red Carpet protects vulnerable women like her by providing a safe place to recover and rest, affirming their intrinsic value, and encouraging every woman to flourish.

Help us roll out the red carpet and restore dignity to more women in Israel through ICEJ’s “Future and a Hope” program. Donate today at: help.icej.org/future-hope

*Name changed for privacy.