Never Give Up

Never Give Up is the philosophy by which Effy Pfeffermann lives his life. Born in Timisoara, Romania, he and his immediate family survived World War II and the Communist takeover of this once sophisticated city. Armed with a less than stellar education, but guts and gumption, he emigrated to Israel, where he enlisted in the army.

Leaving his parents behind in Israel, he moved to Los Angeles, married his wife Susan, and built a family and a career. He was initially a corporate man, working for IBM, but his entrepreneurial spirit led him into real estate development in the United States and the Far East. With a gift for languages (he speaks seven) he was able to do business in Hungary and Romania, where he developed innovative shopping centers in partnership with Belgian and French companies. Today, he is seeking new challenges — the word retirement is not in the vocabulary of any of the languages he knows. When asked why he wanted to write his memoir, he said, “So that my grandsons will appreciate their Jewish heritage, be kind to other people, understand the importance of Israel to the Jewish people, and Never Give Up on your dreams."

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