In celebration of International Women’s Day, we’re sharing Nirit’s journey—from a photographer with an idea to an industry-shaping leader. What began as a personal need grew into Pic-Time, a platform where art and creativity intersect with tech and business.
A Personal Need That Started It All
It all began with a simple moment—her daughter’s dance recital. As a professional photographer, Nirit found herself approached by other parents asking for photos of their children. Wanting an easier way to share images, she asked her husband Amir to develop a small tool. That spark turned into Pic-Time, now a platform that helps hundreds of thousands of photographers worldwide.
“Growing a company is like raising a kid. In the end, it’s a living organism, you can’t control the size it will end up being.”
Prints: A Natural Evolution of a Photo
From the very beginning, prints were at the heart of the platform. For Nirit, photography isn’t just about digital files, it’s about creating something tangible, a natural progression of an image beyond the screen.
“I couldn’t have imagined that Pic-Time would grow to the size and impact it has today.”
The Power of an In-House Visual Identity
From the start, Nirit had a clear vision for Pic-Time’s aesthetics. To this day, every piece of content for every campaign is crafted in-house, ensuring a consistent and authentic brand identity.
“The DNA we created back then continues with us today. It has grown to become even stronger with time.”
Photography as Observation
Beyond running a business, Nirit is an artist at heart. Her photography style is built on minimalism, observation, authenticity, and capturing raw moments. “A good photo is something you feel. There’s some kind of alignment in a good photo, it’s like an eclipse of things. You feel that something is happening there, it’s almost like electricity.”
Her ability to see things as they are—whether it’s food, art, or people, shapes her visual storytelling.
Women Are My Tribe
While photographing her last project, a Moroccan food cookbook, Nirit traveled to Morocco. There, she uncovered a deep, natural connection with the women she met.
“There was some kind of an intimacy that happened when I took their photo” she shared, “I just see myself in them. Women are always more layered and interesting”.
“Inspiration is like finding fractions of our soul in different places.”
The Paradox of Progress
“When creating something there are two things that need to happen, and this is a bit of a paradox: on the one hand, you need to know yourself really well and understand what it is exactly that you want to bring out, and the second thing, is to step out of this place and be able to be influenced by things that are different”.
Working alongside Amir, their different approaches have created a space for innovation. Accepting differences, both in business and creativity, is what fuels true growth.
“Accepting things that are different than you sounds easy but it’s hard work. This is where the potential of growth lies.”
The Journey, Not the Destination
For Nirit, success isn’t a singular achievement—it’s an ongoing process of evolution. “Success is not a place, it’s something that happens along the way, in many moments. It happens when I’m able to bring something from my vision to the world”.
Reflecting on the early days, she has one piece of advice for her past self:
“If I could go back in time I would tell myself: just keep on doing what you’re doing”.
