Pages of Purpose: How LA Olah Ilana Sinclair Made a Business Preserving Family Legacies

Meet the Los Angeles native who followed her Zionist dreams to Israel and built a boutique memoir-writing agency, transforming personal narratives into beautiful family legacies.

Capture Your Story

Can you introduce yourself and tell us a bit about your business? What do you do, and who do you serve?

I’m Ilana, the founder of Capture Your Story, a boutique memoir-writing agency that helps families preserve their legacies in beautifully crafted books. We work with people who want to document their life stories—whether for their children, grandchildren, or simply for themselves.

Our team of writers and our graphic designer guide clients through the entire process—from in-depth interviews to professionally written narratives, all the way to a stunning, heirloom-quality book. We don’t just help you tell your story; we turn your memories into a beautifully written and designed Life Story book that your family will cherish for generations.

What inspired you to make Aliyah, and did you always know you wanted to start a business in Israel?

Making Aliyah was a deeply personal decision, driven by a lifelong connection to Israel. I grew up in a Jewishly committed, Zionist family in Los Angeles—but apparently, they meant for us to be good Zionists from LA. 🙂 My husband and I were the only ones who fully “drank the Kool-Aid” and decided to make the move, and I’m so glad we did. Nearly 15 years later, I’ve never been more grateful to have raised our children here in our beautiful homeland.

I didn’t originally plan to start a business here. I worked as a marketing director for the first eight years of our Aliyah. But life has a way of leading you to unexpected places.

What was the lightbulb moment or experience that led to the idea for your business?

When COVID hit, I found myself worrying that we’d lose the wisdom and stories of our older generations if the pandemic hit them hard. I kept saying, “Someone really needs to go around and document these stories.” Eventually, I realized—that someone was me.

I knew firsthand how easy it was to lose these stories. My Aunt Betsy was an incredible woman, and I never took the time to interview her before she passed. That regret turned into a mission—to help others capture their loved ones’ stories while they still could.

Did your background or previous experience help you, or did you have to reinvent yourself in a new industry?

My training as a social worker, combined with my years as a marketing director, gave me the foundation I needed to launch Capture Your Story.

Writing was always a passion, but turning it into a business was a whole new challenge. I had to teach myself about pricing, sales, and design—and become the face of my business, which didn’t come naturally as an introvert. But my background in social work helped tremendously—I’d spent years listening to people’s stories, asking the right questions, and understanding what mattered most to them. That skillset turned out to be invaluable.

How did you get your first customers or clients? Was there a moment when you realized, ‘This is really working’?

My first clients came from word of mouth and social media. But the moment it really hit me was when I landed my first client who wasn’t a friend-of-a-friend. That’s when I knew this wasn’t just a passion project—it was a real business.

And when we completed our first book and I saw the emotional reaction from the family, I knew this work mattered in a profound way.

How did Israel’s unique business environment—its startup culture, bureaucracy, or community—impact your journey?

Israel’s startup culture is all about resilience and resourcefulness—two things you need as an entrepreneur. That mindset helped me push forward, even when things felt overwhelming.

One of the things I love about Israel is that this is the land of reinvention. No one puts you in a box or looks at you funny if you shift careers completely. This country is built on pioneers and big thinkers, and in Israel, you really can do anything you put your mind to.

If you're comfortable sharing, how is the business doing financially? Has it reached profitability, and what have been the biggest financial challenges?

The business is growing, and we’ve reached profitability. The biggest challenge has been pricing our services in a way that reflects the true value of what we offer. When something is deeply personal, people don’t always understand the time and expertise that go into it.

I had to learn how to confidently price our work and communicate its value to potential clients. That was a big turning point.

What’s one mistake or tough lesson you learned along the way that you’d warn other Olim entrepreneurs about?

Don’t undersell yourself.

When I first started, I set my prices too low because I wanted to make my services accessible. But I quickly realized that undervaluing my work made it harder to grow. Pricing correctly isn’t just about covering costs—it’s about making sure your business is sustainable so you can continue providing the best service possible.

What role has the Olim community or Israeli networking culture played in your success?

The Olim community has been huge for my business. Many of my clients are English-speaking Olim who deeply value preserving their family histories.

And networking? In Israel, it’s everything. Israelis love making introductions and helping each other out. Being part of different groups and communities has opened so many doors for me.

Israel is a place where people genuinely want to help—especially fellow Olim. Networking here is powerful, and connections matter.

What’s next for your business, and what’s your long-term vision for its growth?

We’re always evolving! We recently introduced a "Library Edition" version of our Life Story book - a linen-bound, more compact book for those who prefer something more intimate than a coffee table book. We’re also expanding into mini-documentaries, partnering with a videographer to help families capture their stories in both written and video formats.

Long-term, I want to help even more families document their legacies and make sure no one’s stories are lost simply because they didn’t know where to start.

What advice would you give an Oleh/Olah thinking about starting a business here?

Find a community—whether it’s other entrepreneurs, Olim, or industry professionals, networking in Israel is powerful.
Don’t be afraid to charge what your work is worth—pricing correctly from the start will save you a lot of stress later.
Be adaptable—Israel’s business culture is dynamic, and success often comes from being flexible and open to change.
Believe in what you’re doing—if you’re passionate and persistent, people will recognize the value of what you offer.

Starting a business as an Olah isn’t easy, but it’s incredibly rewarding. If you have an idea you believe in—go for it.

To learn more about Capture Your Story, please visit captureyourstory.org

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