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With Pic-Time, one couple is shaping the global photography industry from a sleepy village in northern Israel.

In a picturesque village in northern Israel, Amir Karby and Nirit Gur Karby operate Pic-Time, a digital platform that streamlines workflow, storage, commerce and marketing logistics for the photography industry. He develops the site’s foolproof technology; she oversees its clean design. Together, they’re engineering a network of photographers and clients that spans hundreds of cities worldwide.

What’s your ideal work environment?

Nirit: There are so many components to a great work environment, but the ideal space enables and contains. It needs to feel spacious, pleasant, neat and bright, providing a sense of flow and clarity. Keep things simple. This concept is at the core of Pic-Time. It’s reflected in everything from the way we work with our team to how our software functions.

Does your home office mirror that simplicity?

Nirit: We’re surrounded by fields and vineyards. It’s quiet and calm, and we’ve chosen to work in the room with the most light. The windows stay open so the white curtains blow in the breeze. The space is minimalist, free of pictures and clutter. I can’t create if there are distractions.

What inspired you to launch Pic-Time?

Nirit: It really came out of my needs as a photographer. It was a new approach to photo streams, and how they connect with marketing and commerce services. Similar solutions had cropped up by the time we were able to dedicate ourselves to launching the business, but we wanted to add value with a detail-oriented look and feel.

What was the inspiration behind the visual language of the application? 

Nirit: I visited Japan a few years ago and took a few fashion magazines that I really loved with me when I left. I was fascinated with the clean, spacious look of them. These were on my desk when we first designed Pic-Time, and were a constant inspiration.

Is a partnership between a designer and a developer—a creative thinker and an analytical thinker—challenging?

Nirit: Our business is like a body: Amir makes it function, and I shape the personality. One couldn’t exist without the other.

  • Words:
    MacKenzie Lewis Kassab
  • Photography:
    Nirit Gur Karby & Yair Barak


How does the business operate day to day?

Nirit: Our official office is a beautiful shared workspace for designers in Tel Aviv. But we find that we’re more efficient when we work remotely, so we meet with local employees once a week in Tel Aviv and work from home the rest of the time. I might be chatting with a designer while Amir is on a video call about development with his team. The two of us are sitting here in the room, but there are six of us working together.

So you’re proponents of a remote workforce?

Amir: There are so many advantages. We don’t have to deal with traffic or parking, but it also gives our employees the flexibility to do things like pick their kids up at school.

Nirit: Lunch with our children is one of the biggest advantages. Being home creates a better balance between work and life, especially because we work most nights. Our kids are growing so fast, and I don’t want to miss these years.

How do you manage diversity among your team?

Amir: We try to establish honest communication, which requires patience and tolerance—things we always work to improve. Meetings every few months with our team in the United States allow for the big conversations, and even the small talk, that the time difference and distance can prevent.

What made Pic-Time stand out in such a short amount of time?

Amir: This is my third company in the printing industry, so I bring a lot of experience and confidence. For Nirit, it’s her first company and so she brings the enthusiasm of fresh start. I think the fact that both of us are leading the company and giving room to each other has created a very strong and efficient system. I see that once people create their first gallery, they stay with us. It means a lot.

How do you stay motivated when working from home?

Amir: We have a lot of personal relationships with our photographers. This keeps us highly motivated to make the system work smoothly and to always push for the new features they are looking for. We also like to surprise them with ways to make their business grow. We really love the photographers we work with and are excited to offer them the best solution.

This post is produced in partnership with Pic-Time.

“Our business is like a body: Amir makes it function, and I shape the personality.”

  • Words:
    MacKenzie Lewis Kassab
  • Photography:
    Nirit Gur Karby & Yair Barak

“Our business is like a body: Amir makes it function, and I shape the personality.”

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