Adika suspends website operations on Shabbat at the request of singer Odia
The fashion chain has decided to halt its website's commercial activity during the Sabbath, honoring the values of brand ambassador and singer Odia Azulay, who observes the tradition.
In a surprising move within the local retail and fashion industry, the e-commerce site of the fashion brand "Adika" has ceased sales activity every Friday until the end of the Sabbath. The decision follows a personal request from the chain's brand ambassador, singer and songwriter Odia Azulay, who is known for her deep commitment to tradition and Sabbath observance.
As part of this initiative, users visiting the site over the weekend encounter a message announcing the temporary suspension of operations in honor of the Sabbath, with an invitation to return and make purchases once it concludes. This step is considered exceptional in the e-commerce sector, where weekend activity typically accounts for a significant portion of a fashion company's total revenue.
This gesture reflects respect for the values of Odia, who leads the brand's campaigns. The move has sparked a storm on social media, drawing mixed reactions: while many fans and customers praised the company's loyalty to these values and its willingness to forgo revenue for the sake of faith, others expressed disappointment regarding the lack of availability.
