Biography of Yael Shemer: Founder & CEO of TULU -Entrepreneur
Biography of Yael Shemer:
Passion for Sustainability and Innovation
Yael Shemer's journey into the world of environmental and
technological entrepreneurship is driven by a deep passion for urban
sustainability. As the co-founder and Chief Commercial Officer (CCO) of TULU,
she is dedicated to reshaping how people interact with the world around them,
especially in urban settings. Her story is not only one of professional success
but also a reflection of her personal commitment to creating a more sustainable
future through innovation.
A Strong Educational Foundation
Yael’s academic journey laid the groundwork for her future
ventures. She graduated with a Master of Science (MS) in Environmental Science
from Tel Aviv University, where she focused on the intersection of
environmental issues and social identity. Her research as a Research Associate
at the Environmental and Social Identity Lab fueled her interest in
environmental entrepreneurship and equipped her with the knowledge to take on
real-world challenges.
Expanding Her Knowledge
Her desire to learn and grow led her to take part in various
programs that sharpened her business acumen. Yael attended the Summer Business
Program at The Heller School for Social Policy and Management at Brandeis
University. This experience further deepened her understanding of business
management, particularly in the context of sustainability and social
entrepreneurship.
Building TULU: A Vision Realized
In 2018, Yael and her co-founder, architect Yishai Lehavi,
founded TULU, a platform that aims to revolutionize how urban residents access
essential products. TULU is a response to the growing need for a more
responsible and minimalist lifestyle, allowing users to rent products on-demand
instead of owning them. With a focus on reducing consumption and promoting
sustainability, TULU’s mission has quickly gained traction in urban communities
worldwide.
A Platform for Shared Living
TULU operates as a Usage Economy platform, providing tenants
with easy access to everyday items like vacuum cleaners, scooters, power tools,
and more. By integrating these services into buildings via an IoT-based
platform, TULU offers a seamless experience that reduces the need for personal
ownership of household products. Yael’s innovative idea enables urban dwellers
to live more sustainably without compromising on convenience.
Growth Beyond Borders
TULU’s success has spread across three continents, with
offices in New York City, London, Tel Aviv, and Amsterdam. This international
presence reflects the growing demand for TULU’s sustainable living solutions.
By making shared access to household products available in residential, student
housing, hotels, and office buildings, TULU is redefining urban living across
the globe.
Promoting Minimalism and Sustainability
One of the core principles of TULU is promoting a minimalist
lifestyle. In a world where consumerism often leads to overconsumption, TULU’s
platform offers a smart solution to reduce waste and encourage responsible
consumption habits. By allowing residents to borrow the items they need, TULU
is helping people live more efficiently with fewer possessions, ultimately
reducing their environmental footprint.
Innovating the Built Environment
Yael and Yishai’s collaboration is rooted in their shared
vision of transforming the built environment. As millennial entrepreneurs
living in small apartments, they saw firsthand how many people had similar
needs but were saddled with the burden of owning underutilized products. This
realization sparked the idea for TULU, which now operates as a solution that
combines technology with the built environment to make daily life more
sustainable and convenient.
Biography of Yael Shemer: Founder & CEO of TULU -Entrepreneur#urban living by renting household items#startup#age#net worth#investor#TULU story
From Concept to Reality
In the early stages of TULU, Yael and her co-founder faced
the challenges that come with any startup. They received a small grant from
their accelerator program and decided to invest it entirely into developing
their product, forgoing salaries to focus on building TULU. During this time,
Yael moved back home with her parents to dedicate herself fully to the startup,
illustrating her deep commitment to the project.
Building a Community-driven Solution
TULU’s focus on community-driven solutions has been key to
its success. By bringing together a diverse team of engineers, designers,
architects, and data scientists, TULU has created a platform that fosters a
sense of community while enabling sustainable living. The team’s collaborative
approach has been vital in creating a product that seamlessly integrates into
the daily lives of urban residents.
The Role of Technology in Sustainability
At the heart of TULU’s success is its innovative use of
technology. The IoT-based platform allows residents to access shared products
conveniently through a user-friendly app. This integration of technology in
urban living spaces is a crucial aspect of TULU’s mission to create more
sustainable cities by enabling easier access to shared resources.
A Sustainable Business Model
TULU’s business model reflects a shift away from traditional
consumption patterns. By enabling people to rent rather than buy, TULU offers a
sustainable alternative to the culture of ownership that often leads to waste.
This model not only reduces the cost of living in cities but also encourages
more sustainable consumer behaviors, making it an attractive solution for urban
dwellers seeking to live with less.
Championing Circular Economy Principles
Yael is a strong advocate for the principles of the circular
economy, which focus on minimizing waste and making the most out of existing
resources. TULU’s platform is built on this idea, offering a system where
products are shared, reused, and repurposed rather than disposed of. This not
only helps reduce environmental impact but also promotes a more sustainable way
of living.
A Vision for the Future
Looking forward, Yael is more inspired than ever to continue
her work with TULU and promote circular economy practices on a global scale.
With a background that blends environmental science, entrepreneurship, and
innovation, she is well-positioned to lead the charge in creating sustainable
urban environments. TULU’s continued success will likely play a pivotal role in
shaping the future of urban living and sustainability.
Timeline for story
2014: Yael Shemer graduates with an MS in Environmental
Science from Tel Aviv University.
2015: Yael participates in the Summer Business Program at
The Heller School for Social Policy and Management.
2018: Yael co-founds TULU, a platform to promote sustainable
urban living by renting household items.
2018: TULU launches, providing shared access to essential
products through an IoT-based platform.
2019: TULU expands to New York City, London, Tel Aviv, and
Amsterdam.
Ongoing: TULU grows as a global platform promoting
minimalism, sustainability, and a circular economy in urban living.
Future: Yael remains dedicated to expanding TULU’s impact on
sustainable urban environments and circular economy practices.
