Western consumer culture, which developed in the United States and Europe in the postwar period, began entering Israel in the 1960s. The rise in the standard of living, after the previous decade of budgeting and frugality, led to a sharp rise in the acquisition of commodities that facilitated a more comfortable, modern life style. Electric appliances, toiletries, toys and home-design items catered to the Israeli public’s longing to embrace a Western lifestyle. Emanuel Cahana knew how to use his professional expertise to forge a connection between producers and consumers, and between businesses and the Israeli fantasy of the good life.