Ask any bride and she’ll tell you her engagement period or at least aspects of it were stress-full. Religious or not, this period is filled with planning, researching, booking and shelling out more money than you might be used to. Add being observant to the mix and you usually have to condense the entire process into a matter of weeks or months versus a year or two. Marlene Kolangi, founder of Kaituz, based in Queens, New York, has made easing some of that strain her personal mission.

“I wanted to create an experience where every bride would feel pampered and cared for,” she says. Her company is a one-stop shop where a kallah (bride) can get her gown, sheitel, makeup and even wedding planning services, avoiding the need to drive to multiple places for various appointments. Her mother and sisters can also get dresses and makeup at the same time.

In business for over 20 years, Marlene got the idea from her own family experience. When her younger sister, Orit, was getting married at 19, she struggled to find a dress that matched her personality and age. There were only a few frum bridal places and everything just felt too mature. “She looked like a young girl playing dress-up,” Marlene explains.

The family ended up getting a dress at Kleinfeld’s, a well-known bridal boutique in New York, but the store had to do a lot of customization to meet the bride’s tzniut (modesty) requirements. “It got me thinking that this was really a void I might be able to fill,” Marlene says. She was a young, business-minded college student at the time.

What happened next was a twist of fate that only could be credited to a chilling story of hashgacha pratis (Divine intervention). Graduating from Touro college with a degree in marketing management, Marlene decided to apply to Kleinfeld’s as a sales associate to get her feet wet. On the day of her interview, the company liked what they saw. Marlene was given an offer on the spot. “They saw my passion,” she says. “I was very real with them.” 

Her sister picked her up that day from the office, excited to hear the news, but on the way home, the two got into what Marlene describes as “a monstrous car accident.” She continues, “I was declared dead at the scene. It was a miracle I survived… I was immobile for the next six months while I recovered.”

The budding bridal associate lost her opportunity to work at Kleinfeld’s because of the accident, but she ended up turning very sour lemons into lemonade that would stay sweet for years to come. She used her time in bed to plow through bridal magazines, planning a company of her own. She noted different businesses she could work with, ripping out pages that caught her eye and researching the industry as much as possible.

After she recovered, she began reaching out to the companies on her list, securing places she could get beautiful, designer dresses from, and at the same time, sourcing materials she would need to build them up and make them tzanuah (modest). She needed to ensure that the companies could adhere to the shorter timelines her clientele needed as well. 

“You don’t have five months to wait for a dress to come in,” she explains. “That was a very big component and took a lot of legwork. I had to create relationships with the companies to make sure they could service my customers.”

Once that part was figured out, she teamed up with the closest women in her life. Marlene’s mother is a hair professional—she used to style bridal tresses full-time in Israel, where she’s from. Although she’s been in America for almost 50 years now, that experience set her up for her entire career. “She used to do between five and 15 brides a day in the largest salon in Israel,” Marlene says. “She’s been doing this since she was 14, it’s her passion.”

Marlene’s sister is a makeup artist, so she complemented the team perfectly. While Marlene herself was taking care of the gowns and making sure everyone was dressed and good to go on the day of the wedding, her sister could do the makeup and her mother the hair. “I helped people make their wedding day flawless and hassle-free so they could just enjoy it and live in the moment,” she explains.

A Family Affair

The name of her business, Kaituz, comes from “K-twos, or K-squared” she says. She and her sister have always been very close, so the two Kolangis together became the brand. “It’s a weird name but it just stuck,” she shares. “We wanted something catchy, and to this day, clients from way back remember Kaituz.”

It’s clear from Marlene’s story that family has always been a big part of her journey. After her accident, when she decided to go into business for herself, her father was her number one supporter. When she started, she needed inventory; there was no way to get dresses on consignment.

“He arranged for me to get a $13,000 loan, which at the time was crazy money,” she says. “He taught me how to build credit, read a credit report; he really guided me. He said, ‘I believe in you and your capabilities, I’m your cheerleader. Go for it.’”

He and her mother gave Marlene the basement of their Queens home to do what she wanted, so that became her showroom, a facility to meet clients and a place to store the gowns—it remains that place to this day. “My family really supported me, which was essential when doing something so risky and scary,” she says. “I was only 21 at the time.”

Hashem was also on her side, because the business took off immediately. “We did so well so fast, I didn’t even know how to keep up,” she shares. Marlene was the vision behind the dress designs, and she hired a pattern maker, plus two workers to sew and create the finished, modest product. “We were making an insane number of dresses. My workers would go until 4 a.m. sometimes. Thankfully, we were able to give every single bride a personalized wedding experience.”

The Hair Story

Selling sheitels (wigs) came a few years later but now makes up the bulk of her business. Once brides and their families were working with Marlene for so much of the wedding planning process, they convinced her to sell sheitels, too, to streamline things even further. She was someone they knew and trusted already, something that’s key when investing so much in a piece you’re planning to wear daily.

Marlene was intrigued, but it took time before she committed. “I did research for a year and a half before bringing wigs in,” she says. “This was already 17 years ago now, and it was a major game changer for me.” 

The research involved hands-on experience with the hair. She reached out to wig companies first-hand, then went to them and actually touched the strands, played with them, experimented with different types and watched how they dried naturally. 

“I learned very quickly, but I wanted to make sure I knew what I was talking about before diving in,” Marlene explains. She now spends quality time with each bride and client she meets with, ensuring they find the best option for their budget and goals. She sells 17 different brands of sheitels, with three more on the way, and prides herself on the attention she gives to each bride. “Because I have so many different brands I can cater to a diverse array of clients, all over the globe,” she shares.

Purchasing a sheitel is something that can be a really daunting step when taking on the mitzvah of hair covering for the first time—first, there’s the heavy cost, plus making sure it’s comfortable and in a style that suits you. Marlene’s goal is to make sure each woman feels excited about the result. “My specialty is complicated hairlines and sizing,” she explains. “People come to me from all over for that. It’s a challenge, but that’s the thrill for me.” 

Marlene’s mother also remained involved. She had tons of experience washing and setting wigs, so the duo continues to work together.

This business venture proved to be even more worthwhile when the wedding industry took a hit about 12 years ago, after the financial crash in 2008. People weren’t spending $2000–$3000 on a wedding gown anymore, and takana weddings became the norm. _{[NOTE: A takana wedding is one that follows Rabbinically enacted ordinances to prevent excessive expense that could become a social pressure and financial burden on the individuals of a community.]}

Like all successful entrepreneurs know, innovation is key to creating a business with longevity. So, Marlene took her sheitel knowledge on the road, flying to cities around the United States and the world to sell her stock. It’s a venture that proved fruitful and something she continued doing right up until the coronavirus pandemic shut down travel.

In recent months, she’s had to reroute her efforts again as a result of not being able to quickly get shipments in from China, or travel to cities as often to sell. She’s lowered the quantity of products she has in stock so she can decrease her overhead and she’s re-focused her services, showing clients how to recreate their gowns or bridal dreams for a backyard wedding instead. She’s offering discounts, with an understanding that almost everyone has been hit hard this time. Marlene’s driving desire is to still help them create their dream day. 

Kaituz has been selling cosmetics for 20 years as well. The company focuses on long-wear products so customers can wear them over Shabbat and Yom Tov as well. Since the company grew, Marlene’s mother and sister no longer do hair and makeup at the venue anymore. They’ll style the bride if she and her bridal party come to their home, but if they want to be made up at the venue, (which many often do) Marlene will connect them with other hair stylists and makeup artists.

With everything she does, the client’s experience remains top priority.

A Mother First

In business, one of the most essential tips is to remember your “why.” While Marlene had enough passion for her work to make the business successful, her true drive was and still is, her 15-year-old daughter.

“As a single mother, I had to provide financially,” she explains. “Twenty-four hours after I had a baby, I was back downstairs in my office. I made six weddings the week following.” Taking care of her daughter became her focus and a great need; she knew she would do whatever it took to make that happen.

“I had to make choices a lot and it was very hard,” she explains. “I sacrificed dating, self-care, time with my friends and even bigger dreams for my business but I don’t regret it. I had to work or I chose to be at home… Holding my daughter’s fingers or teaching her how to walk outweighed everything else by far.”

Now, Marlene wants to show others that you don’t have to put your dreams aside to have a family. “You just have to work smarter, not necessarily harder,” she explains. “You have to work very efficiently and know how to delegate both in the office and at home.”

This is coming from someone who had to really work to get to this mindset. “I’ve learned I don’t have to be a martyr,” she says. “It’s okay to have cleaning help, it’s okay to get takeout sometimes. It’s important to get to know yourself and your capabilities and then hire others to help you. There’s nothing wrong with sharing the burden and having assistance to achieve your goals.”

As busy as she may be, she credits the entrepreneurial lifestyle with giving her the flexibility to be there for her daughter. In school, she had dreams of being a gastrointestinal surgeon and even started college pre-med, but in thinking about her future family, she shifted gears.

“I put my entire heart and soul into everything I do,” she shares. “I was so nervous I would be the mom who was never home because I was working 80 hours a week in surgeries. My goal was to be an excellent surgeon, so I knew I couldn’t work part-time either. Starting a business allows me to work from home and never miss one of my child’s milestones.”

Ironically, Marlene says she probably still works as many hours as a surgeon might, but the flexibility on when she works makes all the difference. “Being a mom is always the first thing on my list,” she says. “It’s what everything else revolves around.” 

Beauty Inside and Out

Through all the ups and downs and many changes and readjustments, she credits her emunah (faith) as the one thing that has remained constant. “At the end of the day, no matter how hard you try, if it’s not G-d’s will, it’s not going to happen,” she says. “My business really helped strengthen my relationship with Hashem.”

Marlene finds real meaning in her work, bringing Torah into an industry that can be criticized for its gashmiyut (materialism). “The employees in the factories I work with are blown away by how beautiful a modest gown can be,” she says. “It really motivates me to keep going.” 

She also created a gemach (free loan association) where her clients can donate their gowns after they’ve been worn. She initially set it up in Queens, but later relocated it to an Israeli orphanage called Bayit Lepletot in Meah She’arim, a central Jerusalem neighborhood, to help girls there feel beautiful on their big day.

“No matter how hard you try, if it’s not G-d’s will, it’s not going to happen.”

Marlene Kolangi

When she’s not working or at home, Marlene somehow finds the time to spearhead the New York-Presbyterian Queens hospital’s bikur cholim (visiting the sick) room as well, constantly making trips to ensure the place is fully stocked for patients’ families who need kosher food to eat. She also volunteers for Camp Simcha, a summer camp for children with cancer and other blood disorders, and Yad Batya L’Kallah, an organization that helps brides with any and all expenses as they’re getting married.

She also started her own nonprofit called She Turns 12, which sponsors Bat Mitzvah parties for girls who wouldn’t have one otherwise. “The organization is about empowering youth,” she explains. “Kids who are 12 and older are the ones planning the party, but the recipient doesn’t know. It inspires the kids planning, helping them realize how much they have, and the recipient feels really special. It’s a crucial age and it can help bring a bit of light to a child’s life when they might otherwise feel neglected, an issue that can lead them down darker paths as they grow up.” She works with a partner organization that focuses on doing the same thing for boys and their bar mitzvahs.

No matter what she’s working on, Marlene makes sure her day is enveloped in purpose. “I wake up every morning and think, ‘How can I bring meaning to someone’s day today?’” she says. “People always ask what’s so meaningful about selling a wig, but helping a woman feel beautiful inside and out is so empowering. If I can help someone find the beauty in the mitzvah, I go to sleep with a smile.”

For more on Kaituz, get in touch with Marlene on Instagram at @kaituz.