Daily Inspiration: Meet Israel

Today we’d like to introduce you to Israel.

Hi Israel, so excited to have you with us today. What can you tell us about your story?
I was born and raised right here in beautiful California! From a young age, I’ve always been a social butterfly—I loved meeting new people, making friends, and being at the center of good conversation. I think deep down, I always knew I wanted to be my own boss.

After graduating high school, I became obsessed with the idea of owning an online fashion boutique. I spent two years saving every dollar I could, and by 20, I launched The Hex, a women’s boutique with an edgy, trendy vibe. I got my business license, wholesale license, and handled everything myself—from buying inventory to building the website, running social media, and shipping out orders. I had no idea what I was doing, but I learned along the way. And wow—it was hard, but incredibly rewarding. I ran The Hex for two years and gained a crash course in branding, budgeting, and building something from scratch.

After that, I pivoted into real estate and started my own company, Asendez Realty, Inc. I’ve been in the game for four years now. Real estate taught me how to connect with people, negotiate deals, and really hone my storytelling. I still work in real estate, but I’m a bit more selective with the clients I take on these days.

Around that same time, my mom and I started flipping and designing homes together. We discovered how much we loved it, and that turned into our next business: Isura Construction, Inc. (fun fact: “Isura” comes from our names—ISrael and laURA). We launched and landed jobs almost immediately, thanks to word of mouth. Since then, we’ve been growing steadily and are now working on both residential and commercial properties.

All the while, I’ve been building my presence on social media. This past year has been wild—I’ve been able to work with so many amazing brands, and my audience keeps growing. It’s been a long journey with plenty of twists, but everything I’ve done—from fashion to real estate to construction to content—has shaped who I am today.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It’s definitely not been a smooth road—far from it. Since I turned 18, I’ve always juggled at least two jobs. When I had my online boutique, The Hex, I was also working two jobs and going to school at the same time. It was a lot. One of my biggest challenges back then was time management and budgeting. I was basically funding the business myself, and it got really overwhelming. But I don’t regret any of it—I’m honestly so proud of myself for taking the risk and betting on myself. Those two years taught me more about business than any classroom ever could.

Getting into real estate wasn’t easy either. My first year and a half was tough—I didn’t fully believe in myself. I second-guessed everything and struggled with confidence. Things didn’t really change until I hired a mentor. Jack completely changed the game for me—not just in terms of how to sell a house, but in life. He taught me how to negotiate, how to know my worth, how to navigate uncomfortable conversations, and, most importantly, how to not give up. That mentorship was a turning point.

Then came the biggest challenge—and honestly, one of the biggest blessings—starting a construction and design company with my mom. If you’ve ever heard “never work with family,” I totally get why people say that. The first year was rough. We’re both strong personalities, and we didn’t always see eye to eye. We’d bring work problems home, and that never ended well. Eventually, I stepped away from the company—it was too much. But the thing is, we both wanted it to work. So we took a step back, had honest conversations, and really listened to each other. Eight months later, we came back stronger than ever. Now, I can honestly say we have one of the best work relationships I’ve ever had—and it all came down to patience, respect, and not giving up.

Every single challenge along the way—whether it was burnout, self-doubt, or conflict—taught me something. And now I carry all those lessons into the work I do today, whether it’ helping design a new build or collaborating with brands as a content creator. It’s all connected, and I wouldn’t change a thing.

Can you tell our readers more about what you do and what you think sets you apart from others?
I do more than just one thing. I have my own real estate company, Asendez Realty, Inc., I’m a partner in Isura Construction, Inc. (a design and construction company I co-founded with my mom), and I also create content on social media—both personal and for brands.

Real estate taught me how to connect with people and build confidence. Isura was born out of our shared love for flipping and designing homes, and since launching, we’ve been lucky to grow fast through referrals. On top of that, I’ve been growing my online presence and working with brands on lifestyle, fitness, skincare, and food campaigns.

Everything I do ties back to creativity, connection, and storytelling—and I love being able to balance business with content creation.

What matters most to you?
Growing up, I really thought money was the most important thing. I was always chasing the bag, trying to level up. But as I got older and went through the highs and lows of running businesses, I realized what really matters is having a strong support system.

I’m lucky to have amazing friends and family who believe in me even when I start to doubt myself. That kind of support makes you feel unstoppable. Sure, there will always be people who don’t believe in you—but like the great Lady Gaga once said, “There can be 100 people in the room and 99 don’t believe in you, but all it takes is one.”

That one person’s belief can be the push that keeps you going—and I carry that with me in everything I do.

Contact Info:

• Website: https://www.isuraconstruction.com/
• Instagram: https://www.instagram.com/isrraellh/
• Youtube: https://www.youtube.com/@Isrraellh
• Other: https://www.tiktok.com/@isrraellh