Eight years ago, while fellow yeshiva students relaxed during the High Holidays, 16-year-old Menashe Zarrini and his younger brothers Elisha and Yeshaya spent their holidays building sukkahs.
“It was common for yeshiva boys to assemble sukkahs to earn a few extra dollars during the High Holiday season,” said the elder Zarrini, now 24. “We just didn’t realize our hobby would blossom into a successful business.”
Today, the three operate SukkahCo., which is located on Pico Blvd. one block west of Robertson, every High Holiday season. It has seen steady growth over the years, with repeat customers and new referrals coming in.
This year, they took a major leap forward when they decided to sell sukkahs as well. To their surprise, they almost sold out before Rosh Hashanah. Additionally, the brothers service more than 100 clients who hire them and their crew to assemble and then take down sukkahs after the holiday.
But getting into the sukkah sales end of the business gave the brothers pause. “We wondered, where does the repeat business come from?” Zarrini, who is the manager and spokesperson for SukkahCo., said. “A sukkah can last several years.”
It soon became clear that the huge LA Jewish community presents many scenarios that keep demand strong, Zarrini, who also learns at a local kollel, said. “There always are people who need to replace a sukkah that is old and worn, especially the mat that serves as the roof. Also, Orthodox newlyweds starting a new home need a sukkah.”
When the brothers decided to add sukkah sales, they had to find a supplier, and soon discovered China’s dominance of the business. According to Zarrini, China supplies sukkahs throughout the world including Israel. “China is in the business big time,“ he said. “If sellers don’t get their orders in by February they could be out of luck.”
While the metal supports and wall coverings do not need religious certification, the bamboo mats on the roof do, so rabbis travel to China to oversee the manufacturing process. But not everybody favors bamboo mats. “Some people still prefer palm fronds, which I admit offer an extra touch of beauty and warmth to a sukkah,” Zarrini said. “But bamboo mats seem to be the norm simply because they can be used for a number of years, [and they’re] easy to install and easy to store.”
Part of the Zarrini brothers’ business plan was to offer sukkah rentals as well. “Some people come to LA knowing they will only spend a year here,” Zarrini said. “Or perhaps a family simply doesn’t have space to store a sukkah. We also have customers who don’t have time to set up and take down a sukkah. They are happy to have us bring a sukkah, set it up and remove it.”
There is no question the sukkah business is competitive. Between Rosh Hashanah and Sukkot, the sidewalks of Pico-Robertson and Hancock Park fill with merchants selling sukkahs and other holiday-related items such as etrogs and lulavs. “The business is competitive, but we still cooperate and help one another when we can,” Zarrini said.
The three brothers say they try to never forget that SukkahCo. is more than a business; it is also a mitzvah.
‘We are helping people fulfill a Torah commandment, and (sometimes), that is payment enough.’ —Menashe Zarrini
Zarrini recalled a customer who had gotten divorced and needed help putting up her sukkah. “She also told us she was financially strapped and didn’t have money to pay us,” he said. “Even though we were swamped with customers, we gladly put up her sukkah. She tried to pay us a few dollars but we refused. She then insisted that we accept a bottle of wine as payment. It reminded us that this is more than a business. We are helping people fulfill a Torah commandment, and in these types of circumstances, that is payment enough.”
